Rohit Final

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CHAPTER-1

INTRODUCTION

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ABOUT COMPANY

Established in the year 1979, Hylex Home Appliances India Pvt. Ltd., has dominated

the sphere of trading and exporting an extensive range ofElectricalAppliances including Electric Irons, Ceiling Fans, Storage Water Heaters (Geysers),

Exhaust Fans, Cooler Fans, Voltage Stabilizers & UPS, Room Heaters/Halogen

Heatersand Juicers/Mixers/Grinders/Hand Blenders /Food Choppers. In addition to these,

we also provide Sandwich Toasters/Pop-up Toasters, Tea Makers, Coffee Makers,

Electric Tandoor Cases, Electric Hot Cases, RO Water Purifiers, Water Purifying

Systems, Induction Cookers & Vacuum Cleaners.

With the assistance of our procuring experts, we are associated with reputed vendors who

are checked for their credibility on parameters like financial standing, quality control

measures and market reputation. We procure quality range of Electrical Appliances from

reputed vendors all across the globe.

Our product range confirms to ISI standards of safety and is known for being shock

proof, portable and highly functional. Equipped with a spacious warehouse and a wide

distribution network, we have garnered an esteemed clientele in the markets of East

Asia, Middle East, South East Asia and Indian Subcontinent.

We have emerged as a reliable player in the domain of Home and Kitchen

appliances under the leadership of our mentor, Mr. sunil kumar. His commercial acumen

has been an inspiration for our team and has encouraged them to supply impeccable

quality Electrical Appliances.

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Overview About The Company:

Business Type Manufacturer

Exporter

Trader

Ownership & Capital

Year of Establishment 1979

Ownership Type Private Limited Company

Trade & Market

Major Markets Indian Subcontinent East Asia

Middle East South East Asia

Team & Staff

Total Number of Employees 75 to100 People

Quality Control

We check their credibility on the enlisted factors:

Quality testing facility at the manufacturing unit

Manufacturing process used

Ability to undertake bulk orders

Adherence to delivery deadlines

Financial standing

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Market reputation

Quality Assurance

Our offered products are backed by an assurance of impeccable quality and high

performance. These are in accordance to ISI standards ensuring safety of the users. We

procure our products from reliable and trusted vendors who are reputed for their name of

trust and excellence. Further, our vendors follow strict quality control measures at their

premises which ensure reliability and fine quality of products that we source and provide.

At our end, we have employed a team of proficient procuring agents who visually

check the entire consignment on the following parameters: Design

Performance

Working life

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COMPANY TEAM

Backed by a knowledgeable workforce, we effectively cater to the wide requirements of

our clients and offer superior quality Electrical Appliances for commercial and domestic

applications. We are backed by a diligent team of professionals who have significant

experience in their work areas.

Our team encompasses:

Procurement agents

Quality controllers

Sales and marketing professionals

Warehousing & Packaging experts

With the assistance of our procurement agents, we locate the best vendors in the country.The packaging experts ensure that all ourElectrical Appliances are packed in a safe

manner to avoid any sort of damage while in transit. Our marketing and sales personnel

efficiently interact with clients and take down their feedback which help us in improving

our working mechanism.

Ware House and Packaging

Our organization makes certain to take proper precautions and care while storing our

range of Electrical Appliances. We are equipped with a spacious warehouse with

commendable storage capacity to enable us to meet the urgent demands of our customers.

It is segregated into different sections for easy accommodation and identification of the

diverse category of products offered by us. Our warehouse personnel are on a constant

vigil of the unit to avoid any inventory loss. This helps us in effectively cutting down the

loading time further, and reducing the delivery time.

Constant temperature is maintained inside the warehouse to avoid damages to

our Electrical Appliances. In addition to this, we also pack our range in quality packaging

material to ensure safety of our electrical appliances during transit period.

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PRODUCTS OF THE COMPANY

Hylex Home Appliances India Pvt. Ltd. assisted with three decades of experience,

company have gained a strong foothold in the market by offering a wide range

ofElectrical Appliances. Company range includes:

Electrical Juicers

Electrical Mixers

Electrical Grinders

Electric Iron

Ceiling Fans

Storage Water Heater (Geyser)

Exhaust Fans

Cooler Fans

Voltage Stabilizer

UPS

Room Heaters

Halogen Heaters

Juicers

Mixers

Grinders

Hand Blenders

Food Choppers

Sandwich Maker

Toasters

Pop-up Toasters

Tea

Coffee Makers

Electric Tandoor

Hot Cases

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RO Water Purifiers

Induction Cookers

Vacuum Cleaners Etc.

These are catering to the requirements ofhotels, restaurants, malls and residential

sectors.

To ensure safety of users company range confirm to ISI standards for safety. These have

been widely acclaimed for their portability, ease of installation, low

maintenance and optimum performance. Owing to these features, company has gained a

spread out client base in the markets of East Asia, Middle East, South East

Asia and Indian Subcontinent.

Some of the attributes of our range are enlisted below:

Auto cut option

Low power consumption

Durable

Shock proof

Handy

Ease of installation

Highly operational

Ease of portability

Reliable

Low maintenance

Optimum performance

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PRODUCT RANGE

Air Fans: We manufacture Industrial Air Fans which can be used for a variety of

industrial works.

Industrial fan helps in pulling out of air with dust particles and enhances secondary air-

flow

through chimneys. It is very easy to maintain the industrial fan. Low power consumption,

low noise and high efficiency are other special features of our product.

Automatic Water Geysers: We manufacture high performance automatic

gas water heaters, which are fully automatic,

and battery operated. Available in a capacity of 6litres, these heaters are easy to install

and are extremely safe. These automatic gas wtaer heaters are equipped with a winter/

summer knob to get cold, luke warm and hot water.

Ceiling Fans: We provide a huge range of Electrical Ceiling Fans

manufactured from high quality of raw material. Our range of Electrical

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Ceiling Fans is known for its specific features such as long life, durability

and low power consumption.

Desert Coolers: Conventional Desert Coolers in different Sizes & models to suit

individual requirements to cool 100 square feet area to 10, 000 square feet area. These

Desert Coolers are known for their higher cooling effect and ability to consume less

electricity.

aust Fans:

Exhaust Fan: We offer a wide range of exhaust fans that is used for various purposes

such as ventilating stores, offices, factories, shops, and farm buildings. Our range of

exhaust fans is known for its features such as less power consumption, exclusive designs,

and sturdy construction.

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Electric Kettle: We bring in for our clients superior quality electric kettles,

which are used in various kitchen applications for instantly heating water,

milk and prepare tea. Moreover, our range of Electric Kettle are provided

with shock proof body with teflon coated heating element that does not

allow formation of scales.

Hot Cases: We offer wide range of Hot Case by using premium quality raw materials

that include stainless steels of premium quality. These products are known for their

performance value and functionality. Hot cases offered by us are offered in a variety of

designs and patterns. One can also avail customized solutions of our products product as

per specific detailing of our clients.

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Hot Points: We offer wide range of Hot Points by using premium quality raw materials

that include stainless steels of premium quality. These products are known for their

performance value and functionality.

Fabricated Irons: We offer a wide range of Iron. These are made with high quality of

metal and fabric to provide optimal satisfaction to our clients. We can also provide

customization to our clients as per their specifications to suit their requirements at market

leading prices

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Mixer Grinder: In our range, we offer mixer grinder, Hand Blender,

Kitchen Queen, Wonder Chef etc. Available at affordable prizes, theseproducts are simple to use, easy to maintain and are known for their

durability.

Juicer Mixer: We have with a voluminous quantity of juicers that are manufacturedusing high grade spare parts and components. These juicers are widely used in hotels,

kitchens, restaurants and various eating outlets

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Toasters Systems: We offer wide range of Toasters which is a small electric kitchen

appliance designed to toast slices of bread. Our two-slice toaster draws anywhere

between 600 and 1200 W and makes toast in 1 to 3 minutes. Furthur these are known for

their unique design, attractive look as well as performance.

Water Heater- Automatic gas: We provide customized solution of Classic Geysers that

are available in various specifications. These Classic Geysers are used in home and

industries. These Geysers have salient features like high performance, corrosion

resistance, less power consumption, electric shock absorber and high durability.

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SWOT ANALYSIS

STRENGTH

Good product Range

Very high turnover

Wide coverage in Indian market

Customer faith in the company

Wide Range

WEAKNESS

less production capacity

still need to get a good customer satisfaction feedback

OPPORTUNITIES

Uncover market

Coverage in rural area

New R&D on Products

Large production of products

THREAT

Competition

Decreasing Turnover

Various another emerging brand

Chinese cheap Home appliance

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CHAPTER-2

OBJECTIVES OF THE

STUDY

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OBJECTIVES OF THE STUDY

Market Research about Kitchen King- Mixer grinder

Sales Promotions

Feedback through initial sale

Collect Feedback about the company and product of the

company

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CHAPTER-3

SCOPE OF THE STUDY

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SCOPE OF THE STUDY

To know product Range

To know turnover

To know coverage in Indian market

To know customer faith in the company

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CHAPTER-4

INTRODUCTION OF

THE TOPIC

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CHAPTER-5

RESEARCH

METHODOLOGY

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RESEARCH METHODOLOGY

Data Collection:

The field work was done and a non-random sampling survey was conducted. The survey

was based on convenience. Questionnaire was utilized to collect the data on face to face.

Google documents were used to develop questionnaire. The survey was conducted to

quantify certain factual information; certain aspects of information are also qualitative.

Although I tried to conduct the survey free of any sampling error but there are certain

errors which are inevitable. Response bias occurs when respondent tends to answer in a

certain direction that is when they consciously or unconsciously misrepresent the truth.

Auspices bias occurs when respondent bias in the responses of subjects caused by their

being influenced by the organization conducting the study.

Research Design

The survey research method was used for collecting the data. Each respondent (Dealers,

Distributors and Customer) were involved in the face to face survey.

Under this survey most of the people are educated and well responded. Under the

customer survey most of them are women Distributors and dealers are interviewed either

at their shop and distribution points.

The mode of the collecting data

Questionnaire

Personal Visit

Through Internet

Through Phone

Under the survey I have gone thrown to 10 Distributors, 30 Dealers and 80 customers.

Under the survey all there have different perception about the product.

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CHAPTER-7

DATA ANALYSIS

AND

INTERPRETATIONS

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DATA PROCESSING & ANALYSIS:

For data processing and analysis simple sorting and percentage method was utilized. Datawas arranged in excel sheets with help of numeric symbols given to responses in the

questionnaire. This data was sorted and then analyzed using simple percentage method

As this study was intended to find out brand awareness and penetration

level of Hylex

products among customers, so an effort was made to gain an insight into the

customers mind

through a properly designed questionnaire. One of these efforts was to ask customers to

rank Hylex and its rivals on a five point scale in terms of different aspects which are

responsible for the penetration of brands within customers. From the responses received

for these questions following information can be derived:

1) Quality:From this five point scale we can broadly divide responses into three

parts:positive, negative and neutral. Almost 85% of respondents were positive

about the quality of Hylex products. According to the results of the study, the

nearest competitors of Hylex in terms of quality are Maharaja. Bajaj also having

quite positive image for their quality among respondents.

2) Price: In case of price Hylex is almost at top of the rank. Most of people believe

thatprice of Hylex products is less than other and quality is good. But at sameplace, Bajaj stand along with Hylex at the same level. But with price respondent

have other issue like MOP differ with huge difference. Others wise respondents

were not complaining about price when they were interviewed. They focus on

some other aspects while choosing a product.

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3). Availability: Availability of products is always a major determinant in

determiningpenetration level of products among customers. If products are good in

availability, they can penetrate well in market but if products are not available on

demand, a company can lose market. In case of Hylex, most of the respondents thought

that major products of Hylex have good availability. Though sometimes they have faced

problems with particular model availability in Hylex which is not good in case of a

company of this size and reputation. But there overall experience was fruitful with Hylex.

According to respondents, Competitors are particularly very good in terms of availability.

4) Service: It would not be an exaggeration to say that any brand can leads without

good service in the market while customer is looking for CRM. Almost 50% of the

respondents surveyed were quite happy with the service of Hylex. Now a day customers

do not hesitate in invest one time they just need best service. Some Hylex is lacking in

this segment. Competitors like Maharaja and Bajaj also work on this area.

As can be analysed from the observations, only 40% of respondents are regular buyers of

Hylex. 60% are occasional buyers only. Most of them are aware of Hylex Products. Some

less are aware about Hylex products.

From this feedback it can be inferred that Hylex is a well known brand for people now.

All the respondents are not using Hylex now. From the above mentioned four stages,

Hylex lies somewhere between Consideration and preference stage. Most of the

respondents take Hylex into consideration while buying inverter and batteries.

Main media which have helped Hylex in penetrating the customers minds are holdings

and Newspaper Advt. Most of the respondents agreed that Newspaper Advt. and

Holdings/banners has been the main source where they have seen advertisements of

Hylex. There were around 17.5% who believed that they have seen Hylex advertisements

in magazines and only 40% of them said that they have seen Newspaper advertisements

for Hylex.

Q: 1 Do you know about the Hylex Co.

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Yes No

As the survey was done on 10 distributors. Out of 10, 8 were familiar with the co.

Q: 2 Do you deal in Hylex?

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Yes No

As the survey was done on 10 distributors.

Out of 8, 6 were deal with the co and was satisfied with the products offered by the

co.

Q: 3 Do you know about the upcoming model Kitchen King- Mixer

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Grinder?

Yes No

As the survey was done on 10 distributors. Out of 6, 6 were familiar with the

product.

Q: 4 Will you deal in the upcoming model Kitchen King- Mixer

Grinder.

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Yes No

As the survey was done on 10 distributors. Out of 6, 6 were ready to deal with the

product.

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Q: 5 Are you satisfied with the previous range of the co. ?

Yes No

As the survey was done on 10 distributor Out of 6, 6 were satisfied with theproduct range of the co.

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QUESTIONNAIRE

FOR

DEALERS

Q: 1 Do you know about the Hylex Co. ?

Yes No

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As the survey was done on 30 dealers .Out of 30, 20 were familiar with the co.

Q: 2 Do you deal in Hylex ?

Yes No

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As the survey was done on 30 dealers. Out of 20, 16 were deal with the co. and was

satisfied with the products offered by the co.

Q: 3 Do you know about the upcoming mode Kitchen King- Mixer

Grinder.

Yes No

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The survey was done on 30 dealers. Out of 16, 12 were familiar with the product.

Q: 4. Will you sell the upcoming product of the hylex?

Yes No

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As the survey was done on 30 dealers. Out of 16, 12 were familiar with the product.

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QUESTIONNAIRE

FOR

CUSTOMERS

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Yes No

As the survey was done on 80 customers .Out of 80, 40 were familiar with the co.

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Q: 2 Are you interested in knowing about the product?

As 80 customers visited the shop for purchase a mixer grinder 50 were interested to

know about the product kitchen king-mixer grinder.

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Q: 3what do you perceive about QUALITY of following brands?

VeryBad Bad Neutral Good Very good

Hylex

Ken star

Bajaj

Maharaja

FOR HYLEX

Out of 80 customers 40 customers have different perception about the product

Very good -4

Good- 12

Neutral- 20

Bad-4

The 4 who has bad perception about the company were did not get the good response

from the service center.

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Q: 4 Which of the following attributes to you associate with Hylex?

Affordable

Reliable

Modern

Good technology

Out of 80 customers 40 customers have different view why they prefer hylex products

Affordable-25

Reliable- 12

Modern-13

Good technology-10

Q:5 Which of these Products of Hylex are you aware of ?

o Mixer Grinder

o JMG

o Stabilizer

o Iron

o Fans

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CHAPTER-8

RESULTS AND

FINDINGS

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FINDINGS:

company is being one of the fastest growing company with the huge sales.

It is found near about 80% people know about the company.

Quality of product is good according to survey.

Distributers are satisfied with sales of product.

Good service provide by company after sale.

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CHAPTER-9

CONCLUSIONS

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CONCLUSION

The Hylex home appliances company is being one of the fastest growing company with

the huge sales. As my study was on customer satisfaction level. So I found so many

positive things as well as some area of improvement. As the company is one of the

reputed brand in the Indian market but still needs a lot of improvement in rural area. The

rural people still dont buy the much Hylex product as compared to urban area.

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CHAPTER-10

LIMITATIONS OF THE

STUDY

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LIMITATIONS

Though I tried my best to conduct this study free of any errors and provide genuine

results. But still there are some limitations that I found later in this study. Theselimitations are:

Sample for the second part of project was very small due to time constraint.

Targeted sample was 80 or more than 80. But I was not able to get appointment

from those customers because of their busy schedules. It was not possible to

extend my training period due to some academic commitments.

Though I tried to find out every honest response by talking to dealers and finding

out reason behind every response they marked but it was not possible for me to

prevent them from giving biased responses in some of the questions. So some

results may be a little biased.

I would have been able to provide better suggestions for the company, should I had more

time for training. Due to the large time consumed by questionnaire designing and some

other tedious processes, I was not able to understand the complete functioning of

company deeply. This study might have been conducted at a better level.

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CHAPTER-11

SUGGESTIONS

AND

RECOMMENDATIONS

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SUGGESTIONS

Service: -To improve Service certain steps can be taken:

Service complaints should be closed in first visit of service

engineers. Most imp. spare Parts and equipments also with the

engineer of the products. To Improve the service.

Hylex can provide service products to their customer like their

competitor. If Hylex cannot provide free of cost than nominal ratecan be charged. Because customer can spend money but they

don t bear delay in service.

Paper work should be reduce at the time of service provide.

Feedback also remove this problem.

Scheme :-

Almost 40% dealers influence by tours scheme, but all dealers

can t take big scheme. Almost 60% dealers are small counter. For

attract them small tours trips arrange for them.

Communication gap shown in survey while point come Are you

aware of scheme. Many time the scheme collapse before reach to

dealer. To shot out with this problem Scheme can deliver by SMS

to dealers.

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Other :-

No POP material available at dealer end. Even in Gurgaon a tea

corner having Hylex Holding but Dealers are demandingregularly. So Hylex can look at this accept also.

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CHAPTER-12

BIBLIOGRAPHY

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BIBLIOGRAPHY

www.hylexappliances.com

www.hylextradelinks.com

www.google.com

www.wikipedia.com

www.samplequestionnaire.com/brand-perception-questionnaire.html

Kotler, Philip, Principle of Marketing, PHI

Kotler, Philip, Marketing Management, Eleventh Edition, PHI

Kothari C. R., Research Methodology

Bijapurkar, Rama, We Are Like That Only, Understanding the Logic of

Consumer India, Penguin Portfolio

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CHAPTER-13

APPENDIX

QUESTIONNAIRE

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Annexure

For Distributor:


Yes No


Yes No

Q: 3 Do you know about the upcoming model Kitchen King- Mixer

Grinder.

Yes No

Q: 4 Are you satisfied with the previous range of the co.

Yes No

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For dealer:


Yes No


Yes No

Q: 3 Do you know about the upcoming mode Kitchen King- Mixer

Grinder.

Yes No

Q: 4. Will you sell the upcoming product of the hylex?

Yes No

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For Customer:


Yes No

Q: 2 Are you interested in knowing about the product?

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Q: 3 what do you perceive about QUALITY of following brands?

Very bad Bad Neutral Good Very good

Hylex

Kenstar

Bajaj

Maharaja

Q:4 Which of these Products of Hylex are you aware of ?

Rohit Final

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