ST_Integrated Equipments Limited.doc

8/17/2019 ST_Integrated Equipments Limited.doc

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PREFACE

The growing Indian UPS market is highly competitive and fragmented. Price, after-

sales service, and delivery are the key differentiating factors in addressing the demand

of the market. The major challenges that UPS manufacturers face are the low-cost

imports from hina and Taiwan, as well as increasing raw-material prices. !s end users

have specific applications and different re"uirements, it is important for suppliers to

offer customi#ed solutions to survive and sustain high growth in this fiercely

competitive market. Si#ea$le demand from the IT%IT&S, 'overnment and

(anufacturing sector is driving the growth of the UPS market.

The power $ackup market in India is a$out ),*++ crore which is a growth of around

per cent over the previous year. In this market, UPS holds a major share $ut some

vendors would often com$ine other constituents like cooling along with power $ackup.

ith Indias economy set to grow at a $risk pace and with the continued power deficit

situation, the demand for alternate or $ackup power solutions in the form of generator


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customi#ed solution rather than standard UPS products $eing offered to meet the

specific need of application which vary from customer to customer, industry to industry

and vertical to vertical.

Today the e/pectation and preference is given to vendors who can integrate UPS with

$atteries, alternate source like 6' sets and static%automatic transfer switch to provide

for complete power protection. India is growing day after day across all the verticals

and so are the power re"uirements. (anufacturing, te/tile, $anking, industries and IT

these are the major verticals that are highly dependent on the power $ack-up. &ven if

the utility power scenario improves in India? it will still not $e a$le to fulfill 5++ per

cent power re"uirements of these industries. @ence UPS industries prospects will

remain $right and it will further grow along with these verticals.


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ACKNOWLEDGEMENT

I acknowledge the sincere assistance provided to me from several rather une/pected

"uarters during the course of e/ecution of this study. It would $e a mammoth task to

place on record my gratitude to each and every one of them $ut a whole hearted attempt

would $e made nevertheless, least I $e $randed ungrateful.

I am e/tremely thankful to Mr.G.K Sharma, Manager (Marketing), for giving me

an opportunity to undergo training in Smit Enter!ri"e" P#t $t%. and making my stay

at Smit Enter!ri"e" P#t Lt% a memora$le learning e/perience. here the emotions

are involved words cease to work. I am deeply in de$t to &&&&&&&&&&&&&&&&&& for her

encouragement, affections, valua$le advice and guidance that helped me to complete

this project successfully.


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DECLARAT'ON

I, San%ee! negi, certify that the Project Aeport entitled Bmarketing "trategC is an

original one and has not $een su$mitted earlier either to Damal institute of higher

education and advanced technology or to any other Institution for the fulfillment of the

re"uirement of a course of E.F( 7@FGS8

Place= Gew 6elhi (SANDEEP NEG')

6ate= !ugust 3+51


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EEC*T'+E S*MMAR

&lectricity is a $are necessity of any nation in the world and something indispensa$le

for any economy to have access to inordinate, clean, and constant power supplies. (ost

of the industries are out and out dependent upon electricity for their smooth operation.

ithout relia$le power supplies, they can not operate swimmingly or may not even

survive for a long. In India, li$erali#ation and industriali#ation are taking place in full

swing and that places colossal demand on the national infrastructure. !s a result, the

massive demand for constant power occurs, $ut Indias incapacity to produce as much

electricity as can meet the demand.

Surge in population is also the other important factor that has multiplied the demand for

electricity and it is e/pected to touch 44+ (toe 7million tonne of oil e"uivalent8 $y

3+5+ and 53 (toe $y 3+)+. It is true that India has the potential to meet the demand

of electricity, $ut plenty of drags and challenges o$struct the production. India has a

vast pool of coal, $ut of poor "uality. Aenewa$le energy is promising, however its use


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growing demand for large-capacity UPS leads the UPS industry to a new height in

India. The advent of foreign manufacturers in Indian UPS industry has o$literated the

gray market operators and unorgani#ed producers.


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TA-LE OF CONTENT

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CAPTER&/ & 'NTROD*CT'ON

Hor many people across India, a candlelight dinner is not a romantic indulgence - it is

an uncomforta$le fact of life. Today, Indias power sector not only suffers from gross

inade"uacy in captive power generation capacity $ut also sluggish growth in

infrastructure. &/acer$ating the pro$lem is the failure of successive governments to

envision the future of the power sector. Things are so $ad today that power tariffs in

India today are amongst the highest in the world for $oth $usinesses and households.

Ironically, (aharashtra, which is the highest power generator in India, also faces the

longest power cuts and load shedding. Though the Indian government has finally

woken up and is making $ig plans to augment power supply, it will $e long $efore

l t d d


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market si#e for generators is e/pected to grow over As 5+ $illion this year. ompetition

is estimated to $e higher among the manufacturers of smaller generator sets, which are

typically pre-packaged, non-customised, plug-and-play units. This makes them less

e/pensive and, hence, more attractive to manufacture than custom-$uilt units.

The recent spate of power cuts has also augmented sales of generator sets in the

agricultural sector. The demand in the rural sector is mostly for smaller and cheap

kerosene and diesel gensets, particularly for irrigation, with no particular preference for

$rands. Hor instance, in Punja$ most farmers opt for generators $elow 5+ kw -

permission is needed from the Punja$ State &lectricity Eoard for installing sets a$ove

this capacity.

(eanwhile, the present si#e of the inverter market in India is a$out 5.1 million units a


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after-sales service of the unorganised sector has heralded the entry of $randed inverters

$y companies like S!A Silicon 7>uminous8, Usha Lentra and (icrotek. These

companies offer $etter after-sales services and constantly upgrade their products

technologically.

(ajor players in the porta$le power market are setting the standards in terms of

technology and "uality for others to follow. !ccording to HII, ! generators

manufactured in India are on a par with international products and consistently deliver

high "uality power with high performance. 6omestic manufacturers are capa$le of

manufacturing ! generators right from +.1 kva to 31,+++ kva and a$ove with

specified voltage rating.

Hor instance, Eirla Power Solutions >td, formerly Eirla Jamaha >td, offers a wide


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were $eing used only for specific appliances like Ps $ut now with the new technology,

a 5,+++ va inverter can power all household appliances. ith microcontroller

technology and 6SP technology used in fa$rication of components, present-day

inverters cost less $ut have higher capacity.

The $iggest player in the $randed inverter segment, >uminous &lectronics Pvt >td, has

just launched its intelligent inverter series, called ompuverter, $ased on digital signal

processor 76SP8 technology. Su Dam has also launched 6SP sine wave inverters - a

4++ va capacity inverter costs As. 4,. Su-Dams sine wave inverters are availa$le in

capacities ranging from 4++ va to 5++ kva. Its digital inverters, with capacities ranging

$etween )++ va and 3,+++ kva, are priced $etween As. ),21+ and As. 53,+.

APPL'CAT'ONS


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@ospitals @otels Schools

>a$oratories Eanks% !T(s &m$roidery (achines

6ata enters


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1N51 minutes until an au/iliary power supply can $e turned on, utility power restored,

or e"uipment safely shut down. hile not limited to safeguarding any particular type of

e"uipment, a UPS is typically used to protect computers, data centers,

telecommunication e"uipment or other electrical e"uipment where an une/pected

power disruption could cause injuries, fatalities, serious $usiness disruption or data

loss. UPS units come in si#es ranging from units which will $ack up a single computer

without monitor 7around 3++ ;!8 to units which will power entire data centers,

$uildings, or even an entire city. 7several megawatts8.

!n UPS contains an internal rechargea$le $attery that gets charged from the power line

then gets used to generate line power to the load when the power line fails. To

accomplish that they also contain an inverter, an electronic device capa$le of generating

55+%33+v ! from $attery-level 6 voltage. There are different types of UPS

depending on how and when the power generation occurs, and how precisely sine

wave-shaped ! voltage they produce. Power line ! voltage is supposed to $e a sine-

wave, and it mostly is. UPS-generated ! is usually a lot less sine-shaped and some

d i $ h h h


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Hor large power units, 6ynamic Uninterrupti$le Power Supply are sometimes used. !

synchronous motor%alternator is connected on the mains via a choke. &nergy is stored in

a flywheel. hen the mains power fails, an &ddy-current regulation maintains the

power on the load. 6UPS are sometimes com$ined or integrated with a diesel-

generator, forming a diesel rotary uninterrupti$le power supply, or 6AUPS.

! Huel cell UPS has $een developed in recent years using hydrogen and a fuel cell as a

power source, potentially providing long run times in a small space. They are e/plained

one $y one as follows=-

/. O33$ine 4 "tan%5

The Fffline % Stand$y UPS 7SPS8 offers only the most $asic features, providing surge protection and $attery $ackup. Usually the Stand$y UPS offers no $attery capacity

monitoring or self-test capa$ility, making it the least relia$le type of UPS since it could

fail at any moment without warning. These are also the least e/pensive, selling for as

little as US02+. The SPS may $e worse than using nothing at all, $ecause it gives the

f l f i f $ i d i h k h

http://en.wikipedia.org/wiki/DRUPShttp://en.wikipedia.org/wiki/Fuel_cellhttp://en.wikipedia.org/wiki/DRUPShttp://en.wikipedia.org/wiki/Fuel_cell


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Fffline % stand$y UPS.

Typical protection time= + - 3+ minutes.


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2. Line&intera6ti#e

The >ine-Interactive UPS is similar in operation to a Stand$y UPS, $ut with the

addition of a multi-tap varia$le-voltage autotransformer . This is a special type of

electrical transformer that can add or su$tract powered coils of wire, there$y increasing

or decreasing the magnetic field and the output voltage of the transformer. This type of

UPS is a$le to tolerate continuous under-voltage $rownouts and over-voltage surges

without consuming the limited reserve $attery power. It instead compensates $y auto-

selecting different power taps on the autotransformer.

!utotransformers can $e engineered to cover a wide range of varying input voltages,

$ut this also increases the num$er of taps and the si#e, weight, comple/ity, and e/penseof the UPS. It is common for the autotransformer to only cover a range from a$out +v

to 52+v for 53+v power, and then switch to $attery if the voltage goes much higher or

lower than that range.

http://en.wikipedia.org/wiki/Autotransformerhttp://en.wikipedia.org/wiki/Electrical_transformerhttp://en.wikipedia.org/wiki/Brownoutshttp://en.wikipedia.org/wiki/Autotransformerhttp://en.wikipedia.org/wiki/Electrical_transformerhttp://en.wikipedia.org/wiki/Brownouts


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In low-voltage conditions the UPS will use more current than normal so it may need a

higher current circuit than a normal device. Hor e/ample to power a 5+++ watt device at

53+ volts, the UPS will draw


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Interactive UPS. @owever it typically costs much more, due to it having a much greater

current !-to-6 $attery-charger%rectifier, and with the rectifier and inverter designed

to run continuously with improved cooling systems. It is called a Double-Conversion

UPS due to the rectifier directly driving the inverter.

Typical protection time=

1 N )+ minutes

apacity e/pansion=

Several hours

http://en.wikipedia.org/wiki/Rectifierhttp://en.wikipedia.org/wiki/Rectifier


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incoming utility power and sensitive electronic e"uipment. hile the Stand$y and

>ine-Interactive UPS merely filter the input utility power, the 6ou$le-onversion UPS

provides a layer of insulation from power "uality pro$lems. It allows control of output

voltage and fre"uency regardless of input voltage and fre"uency.

9. 5ri% T8!8$8g 4 D85$e C8n#er"i8n 8n Deman%

Aecently there have $een hy$rid topology UPSs hitting the marketplace. These hy$rid

designs do not have an official designation, although one name used $y @P and &aton

is 6ou$le onversion on 6emand.3Q This style of UPS is targeted towards high

efficiency applications while still maintaining the features and protection level offered

$y dou$le conversion.

! hy$rid 7dou$le conversion on demand8 UPS operates as an offline%stand$y UPS when

power conditions are within a certain preset window. This allows the UPS to achieve

very high efficiency ratings. hen the power conditions fluctuate outside of the

predefined windows, the UPS switches to online%dou$le conversion operation. )Q In

d $l i d h UPS dj f l i i i h h i

http://en.wikipedia.org/wiki/Uninterruptible_power_supply#cite_note-1%23cite_note-1http://en.wikipedia.org/wiki/Uninterruptible_power_supply#cite_note-2%23cite_note-2http://en.wikipedia.org/wiki/Uninterruptible_power_supply#cite_note-1%23cite_note-1http://en.wikipedia.org/wiki/Uninterruptible_power_supply#cite_note-2%23cite_note-2


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This used to $e the dominant type of UPS and is limited to around the 51D;! range.

These units are still mainly used in some industrial settings due to the ro$ust nature of

the UPS. (any ferro-resonant UPSs utili#ing controlled ferro technology may not

interact with power-factor-correcting e"uipment.

;. DC !8


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=. R8tar

Typical protection time=

3+ N *+ seconds

apacity e/pansion=

Several seconds

! Aotary UPS uses the inertia of a high-mass spinning flywheel to provide short-term

ride-through in the event of power loss. The flywheel also acts as a $uffer against

power spikes and sags, since such short-term power events are not a$le to apprecia$ly

affect the rotational speed of the high-mass flywheel. It is also one of the oldestdesigns, predating vacuum tu$es and integrated circuits.

It can $e considered to $e online since it spins continuously under normal conditions.

@owever, unlike a $attery-$ased UPS, flywheel $ased UPS systems typically provide

5+ to 3+ seconds of protection $efore the flywheel has slowed and power output stops.

http://en.wikipedia.org/wiki/Flywheelhttp://en.wikipedia.org/wiki/Flywheel


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motor startup or compressor loads, as well as medical (AI and cath la$ e"uipment. It is

also a$le to tolerate short-circuit conditions up 54 times larger than an electronic UPS,

permitting one device to $low a fuse and fail while other devices still continue to $e

powered from the Aotary UPS.

Its life cycle is usually far greater than a purely electronic UPS, up to )+ years or more.

Eut they do re"uire periodic downtime for mechanical maintenance, such as $all

$earing replacement. Eattery-$ased designs do not re"uire downtime if the $atteries can

$e hot-swapped, which is usually the case for larger units. Gewer Aotary units use

technologies such as (agnetic $earings and air-evacuated enclosures to increase

stand$y efficiency and reduce maintenance to very low levels.

COMPONENTS OF *PS

Main$ *PS 68n"i"t" 83

• RECT'F'ER

• -ATTER CARGER

http://en.wikipedia.org/wiki/Cath_labhttp://en.wikipedia.org/wiki/Ball_bearinghttp://en.wikipedia.org/wiki/Ball_bearinghttp://en.wikipedia.org/wiki/Hot-swappinghttp://en.wikipedia.org/wiki/Magnetic_bearinghttp://en.wikipedia.org/wiki/Cath_labhttp://en.wikipedia.org/wiki/Ball_bearinghttp://en.wikipedia.org/wiki/Ball_bearinghttp://en.wikipedia.org/wiki/Hot-swappinghttp://en.wikipedia.org/wiki/Magnetic_bearing


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Tree lim$s create a short circuit in electrical lines during a storm. This will typically

result in a power outage to the area supplied $y these lines.

! power outage 7also known as a power cut, power failure, power loss, or $lackout8

refers to the short- or long-term loss of the electric power to an area.

There are many causes of power failures in an electricity network. &/amples of these

causes include, faults at power stations, damage to power lines, su$stations or other

parts of the distri$ution system, a short circuit, or the overloading of electricity mains.

http://en.wikipedia.org/wiki/Electric_powerhttp://en.wikipedia.org/wiki/Power_stationhttp://en.wikipedia.org/wiki/Substationhttp://en.wikipedia.org/wiki/Electricity_distributionhttp://en.wikipedia.org/wiki/Short_circuithttp://en.wikipedia.org/wiki/File:Crossed_wires.JPGhttp://en.wikipedia.org/wiki/Electric_powerhttp://en.wikipedia.org/wiki/Power_stationhttp://en.wikipedia.org/wiki/Substationhttp://en.wikipedia.org/wiki/Electricity_distributionhttp://en.wikipedia.org/wiki/Short_circuit


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Power outages are categori#ed into three different phenomena, relating to the duration

and effect of the outage=

• ! dropout is a momentary 7milliseconds to seconds8 loss of power typically caused

$y a temporary fault on a power line. Power is "uickly 7and sometimes

automatically8 restored once the fault is cleared.

• ! $rownout is a drop in voltage in an electrical power supply, so named $ecause it

typically causes lights to dim. Systems supplied with three-phase electric power

also suffer $rownouts if one or more phases are a$sent, at reduced voltage, or

incorrectly phased. Such malfunctions are particularly damaging to electric motors.

• ! $lackout refers to the total loss of power to an area and is the most severe form of

power outage that can occur. Elackouts which result from or result in power

stations tripping are particularly difficult to recover from "uickly.

• Futages may last from a few hours to a few weeks depending on the nature of the

http://en.wikipedia.org/wiki/Volthttp://en.wikipedia.org/wiki/Three-phase_electric_powerhttp://en.wikipedia.org/wiki/Electric_motorhttp://en.wikipedia.org/wiki/Power_stationhttp://en.wikipedia.org/wiki/Power_stationhttp://en.wikipedia.org/wiki/Volthttp://en.wikipedia.org/wiki/Three-phase_electric_powerhttp://en.wikipedia.org/wiki/Electric_motorhttp://en.wikipedia.org/wiki/Power_stationhttp://en.wikipedia.org/wiki/Power_station


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• Inductive spikes

In the design of critical infrastructure and military hardware, one concern is of pulses

produced $y nuclear e/plosions , whose nuclear electromagnetic pulse 7&(P8 distri$ute

large energies in fre"uencies from 5 k@# into the 'igahert# range through the

http://en.wikipedia.org/wiki/Electromagnetic_inductionhttp://en.wikipedia.org/wiki/Nuclear_explosionhttp://en.wikipedia.org/wiki/EMPhttp://en.wikipedia.org/wiki/Electromagnetic_inductionhttp://en.wikipedia.org/wiki/Nuclear_explosionhttp://en.wikipedia.org/wiki/EMP


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more mundane causes such as a fault in a transformer or higher-voltage 7primary

circuit8 power wires falling onto lower-voltage 7secondary circuit8 power wires as a

result of accident or storm damage.

;oltage spikes may $e longitudinal 7common8 mode or metallic 7normal or differential8

mode. Some e"uipment damage from surges and spikes can $e prevented $y use of

surge protection e"uipment. &ach type of spike re"uires selective use of protective

e"uipment. Hor e/ample a longitudinal mode voltage spike may not even $e detected

$y a protector installed for normal mode transients.

7. O#er #8$tage1&

hen the voltage in a circuit or part of it is raised a$ove its upper design limit, this isknown as over voltage. The conditions may $e ha#ardous. 6epending on its duration,

the over voltage event can $e permanent or transient, the latter case also $eing known

as a voltage spike.

&lectronic and electrical devices are designed to operate at a certain ma/imum supply

http://en.wikipedia.org/wiki/Transformerhttp://en.wikipedia.org/wiki/Surge_protectorhttp://en.wikipedia.org/wiki/Voltagehttp://en.wikipedia.org/wiki/Electrical_networkhttp://en.wikipedia.org/wiki/Transienthttp://en.wikipedia.org/wiki/Voltage_spikehttp://en.wikipedia.org/wiki/Transformerhttp://en.wikipedia.org/wiki/Surge_protectorhttp://en.wikipedia.org/wiki/Voltagehttp://en.wikipedia.org/wiki/Electrical_networkhttp://en.wikipedia.org/wiki/Transienthttp://en.wikipedia.org/wiki/Voltage_spike


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would have O$urned outO. Similarly other electrical devices may stop working, or may

even $urst into flames if an over voltage is delivered to the circuit of which these

devices are part.

9. Signa$ n8i"e1&

In science, and especially in physics and telecommunication, n8i"e is fluctuations in

and the addition of e/ternal factors to the stream of target information 7 signal 8 $eing

received at a detector. In communications, it may $e deli$erate as for instance jamming

of a radio or T; signal, $ut in most cases it is assumed to $e merely undesired

interference with intended operations. Gatural and deli$erate noise sources can provide

$oth or either of random interference or patterned interference. Fnly the latter can $e

cancelled effectively in analog systems? however, digital systems are usually

constructed in such a way that their "uanti#ed signals can $e reconstructed perfectly, as

long as the noise level remains $elow a defined ma/imum, which varies from

application to application.

http://en.wikipedia.org/wiki/Flamehttp://en.wikipedia.org/wiki/Sciencehttp://en.wikipedia.org/wiki/Physicshttp://en.wikipedia.org/wiki/Telecommunicationhttp://en.wikipedia.org/wiki/Signal_(information_theory)http://en.wikipedia.org/wiki/Jamminghttp://en.wikipedia.org/wiki/Randomhttp://en.wikipedia.org/wiki/Analog_(signal)http://en.wikipedia.org/wiki/Digital_(signal)http://en.wikipedia.org/wiki/Quantization_(signal_processing)http://en.wikipedia.org/wiki/Flamehttp://en.wikipedia.org/wiki/Sciencehttp://en.wikipedia.org/wiki/Physicshttp://en.wikipedia.org/wiki/Telecommunicationhttp://en.wikipedia.org/wiki/Signal_(information_theory)http://en.wikipedia.org/wiki/Jamminghttp://en.wikipedia.org/wiki/Randomhttp://en.wikipedia.org/wiki/Analog_(signal)http://en.wikipedia.org/wiki/Digital_(signal)http://en.wikipedia.org/wiki/Quantization_(signal_processing)


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In some cases a little noise may $e considered advantageous, allowing a dithered

representation of signals $elow the minimum strength, or $etween two "uanti#ation

levels. This is especially true for signals intended for human appreciation, since the

$rain seems to e/pect signals to contain a degree of Oneural noiseO5Q3Q, or the

phenomenon of stochastic resonance, where small amount of noise improves the

detection of signals in non-linear sensors

:. Di"t8rti8n

! %i"t8rti8n is the alteration of the original shape 7or other characteristic8 of an o$ject,

image, sound, waveform or other form of information or representation. 6istortion is

usually unwanted. In some fields, distortion is desira$le, such as electric guitar 7where

distortion is often induced purposely with the amplifier or an electronic effect to

achieve an aggressive sound where desired8. The slight distortion of analog tapes and

vacuum tu$es is considered pleasing in certain situations. The addition of noise or other

e/traneous signals 7hum, interference8 is not considered to $e distortion, though the

effects of distortion are sometimes considered noise.

http://en.wikipedia.org/wiki/Ditherhttp://en.wikipedia.org/wiki/Neural_noisehttp://en.wikipedia.org/wiki/Line_noise#cite_note-0%23cite_note-0http://en.wikipedia.org/wiki/Line_noise#cite_note-1%23cite_note-1http://en.wikipedia.org/wiki/Line_noise#cite_note-1%23cite_note-1http://en.wikipedia.org/wiki/Stochastic_resonancehttp://en.wikipedia.org/wiki/Electric_guitarhttp://en.wikipedia.org/wiki/Instrument_amplifierhttp://en.wikipedia.org/wiki/Magnetic_tapehttp://en.wikipedia.org/wiki/Vacuum_tubehttp://en.wikipedia.org/wiki/Electronic_noisehttp://en.wikipedia.org/wiki/Mains_humhttp://en.wikipedia.org/wiki/Interference_(communication)http://en.wikipedia.org/wiki/Ditherhttp://en.wikipedia.org/wiki/Neural_noisehttp://en.wikipedia.org/wiki/Line_noise#cite_note-0%23cite_note-0http://en.wikipedia.org/wiki/Line_noise#cite_note-1%23cite_note-1http://en.wikipedia.org/wiki/Stochastic_resonancehttp://en.wikipedia.org/wiki/Electric_guitarhttp://en.wikipedia.org/wiki/Instrument_amplifierhttp://en.wikipedia.org/wiki/Magnetic_tapehttp://en.wikipedia.org/wiki/Vacuum_tubehttp://en.wikipedia.org/wiki/Electronic_noisehttp://en.wikipedia.org/wiki/Mains_humhttp://en.wikipedia.org/wiki/Interference_(communication)


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Pulsar Ellipse 500 USS UPS

orrection is not possi$le if the inverse does not e/ist, for instance if the transfer

function has flat spots 7the inverse would map multiple input points to a single output

point8. This results in a loss of information, which is uncorrecta$le. Such a situation can

occur when an amplifier is overdriven, resulting in clipping or slew rate distortion,

when for a moment the output is determined $y the characteristics of the amplifier

alone, and not $y the input signal.

! UPS generally protects a computer against four different power pro$lems=

• +8$tage "rge" an% "!ike" - Times when the voltage on the line is greater than it

should $e.

• +8$tage "ag" - Times when the voltage on the line is less than it should $e

• T8ta$ !8


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CAPTER&7

CONCEPT*AL FRAMEWORK

MARKET'NG STRATEG

Marketing "trateg1&

(arketing strategy is a process that can allow an organi#ation to concentrate its

resources on the optimal opportunities with the goals of increasing sales and achieving

a sustaina$le competitive advantage (arketing strategy includes all $asic and long-

term activities in the field of marketing that deal with the analysis of the Strategicinitial situation of a company and the formulation, evaluation and selection of market-

oriented strategies and therefore contri$ute to the goals of the company and its

marketing o$jectives.

(arketing strategies serve as the fundamental underpinning of marketing plans

http://en.wikipedia.org/wiki/Competitive_advantagehttp://en.wikipedia.org/wiki/Marketing_planhttp://en.wikipedia.org/wiki/Competitive_advantagehttp://en.wikipedia.org/wiki/Marketing_planhttp://en.wikipedia.org/wiki/Marketing


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Fnce a thorough environmental scan is complete, a strategic plan can $e constructed to

identify $usiness alternatives, esta$lish challenging goals, determine the optimal

marketing mi/ to attain these goals, and detail implementation. ! final step in

developing a marketing strategy is to create a plan to monitor progress and a set of

contingencies if pro$lems arise in the implementation of the plan.

Types of strategies

(arketing strategies may differ depending on the uni"ue situation of the individual

$usiness. @owever there are a num$er of ways of categori#ing some generic strategies.

! $rief description of the most common categori#ing schemes is presented $elow=

Strategie" 5a"e% 8n1&

a) Market %8minan6e

In this scheme, firms are classified $ased on their market share or dominance of an

http://en.wikipedia.org/wiki/Strategic_planninghttp://en.wikipedia.org/wiki/Strategic_planninghttp://en.wikipedia.org/wiki/Market_dominancehttp://en.wikipedia.org/wiki/Strategic_planninghttp://en.wikipedia.org/wiki/Market_dominance


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followers >ate followers 'rowth strategies In this scheme we ask the "uestion,

B@ow should the firm growC. There are a num$er of different ways of answering that

"uestion, $ut the most common gives four answers=

• @ori#ontal integration

• ;ertical integration

• 6iversification

• Intensification

Meaning 83 term" re$ate" t8 marketing 1

Marketing mi@&

The marketing mi/ is a $usiness tool used in marketing and $y marketing professionals.

The marketing mi/ is often crucial when determining a product or $rands offering, and

is often synonymous with the 38r P"= price, product , promotion, and place? in service

marketing, however, the four Ps have $een e/panded to the "e#en P" .In marketing, the

http://en.wikipedia.org/wiki/Horizontal_integrationhttp://en.wikipedia.org/wiki/Vertical_integrationhttp://en.wikipedia.org/wiki/Diversification_(marketing_strategy)http://en.wikipedia.org/w/index.php?title=Intensification&action=edit&redlink=1http://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Seven_Pshttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Horizontal_integrationhttp://en.wikipedia.org/wiki/Vertical_integrationhttp://en.wikipedia.org/wiki/Diversification_(marketing_strategy)http://en.wikipedia.org/w/index.php?title=Intensification&action=edit&redlink=1http://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Seven_Pshttp://en.wikipedia.org/wiki/Marketing


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temporary commercial advantage. (ost market segmentations are the techni"ues used

to attract the right customer.

Criteria for segmenting

!n ideal market segment meets all of the following criteria=

• It is possi$le to measure.

• It must $e large enough to earn profit.

• It must $e sta$le enough that it does not vanish after some time.

• It is possi$le to reach potential customers via the organi#ations promotion and

distri$ution channel.

• It is internally homogeneous 7potential customers in the same segment prefer

the same product "ualities8.

• It is e/ternally heterogeneous, that is, potential customers from different

segments have different "uality preferences.


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P8"iti8ning &

In marketing, positioning is the process $y which marketers try to create an image or

identity in the minds of their target market for its product, $rand, or organi#ation.

Ae-positioning -involves changing the identity of a product, relative to the identity of

competing products.

6e-positioning- involves attempting to change the identity of competing products,

relative to the identity of your own product

Mi""i8n "tatement&

! mission statement is a statement of the purpose of a company, organi#ation or person,

its reason for e/isting.

The mission statement should guide the actions of the organi#ation, spell out its overall

http://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Companyhttp://en.wikipedia.org/wiki/Organizationhttp://en.wikipedia.org/wiki/Organizationhttp://en.wikipedia.org/wiki/Organizationhttp://en.wikipedia.org/wiki/Personhttp://en.wikipedia.org/wiki/Personhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Companyhttp://en.wikipedia.org/wiki/Organizationhttp://en.wikipedia.org/wiki/Person


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goods and services at the right place, "uantity, "uality, and price, $ut also they stimulate

demand through the promotional activities of the units e.g., retailers, manufacturersM

representatives, sales offices, wholesalers etc.Q comprising them. Therefore, the channel

should $e viewed as an orchestrated network that creates value for the user or consumer

through the generation of form, possession, time, and place utilities. (em$ers of

marketing channel perform a num$er of key functions=

• Information= The collection and dissemination of marketing research information

a$out potential and current customers, competitors, and other actor and forces in the

marketing environment.

• Promotion= The development and dissemination of persuasive communications

designed to attract customers to its offer.

•


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Di"tri5ti8n Strategie"

ompanies have to decide on the num$er of intermediaries to use in their channel.

Three strategies are availa$le? e/clusive distri$ution, selective distri$ution, and

intensive distri$ution.

E@6$"i#e Di"tri5ti8n involves severely limiting the num$er of intermediaries

handling the companyMs goods or services. It is used when the producer wants to

maintain a great deal of control over the service level and service outputs offered $y the

resellers. Fften it involves e/clusive dealing arrangements, in which the reseller agrees

not to carry competing $rands.

Ey granting e/clusive distri$ution, the producer hopes to o$tain more aggressive and

knowledgea$le selling. &/clusive distri$ution tends to enhance the product image and

allow higher markups. It re"uires greater partnership $etween the seller and the reseller


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CONFL'CT 'N TE MARKET'NG CANNEL

Natre 83 Channe$ 68n3$i6t

onflict is an inherent $ehavioural dimension in all social systems including the

marketing channel. In any social system, when a component perceives the $ehaviour of

another component to $e impending the attainment of its goals or the effective

performance of its instrumental $ehaviour patterns, an atmosphere of frustration

prevails. ! state of conflict may, therefore e/ist when two or more components of any

given system of action, e.g., a channel of distri$ution, $ecome o$jects of each otherMs

frustration.

Ca"e" O3 C8n3$i6t"

! num$er of causes of conflicts have $een advanced $y channel analysts. Ao$ert >ittle

points to such causes as misunderstood communications, divergent functional


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E@!e6tati8na$ Di33eren6e"1 ;arious channel mem$ers have e/pectations a$out the

$ehaviour of the other channel mem$ers. In practice, these e/pectations are

predications or forecasts concerning the future $ehaviours of other channel mem$ers.

Sometimes these forecasts turn out to $e inaccurate, $ut the channel mem$er who

makes the forecast will take action $ased on the predicted outcomes. Ey doing so he

can elicit a response $ehaviour from another channel mem$er which might not have

occurred in the a$sence of the original action. !n e/ample of this could $e seen at the

retail end where a retailer e/pects stocks on credit due to his past e/perience. Gow if

the salesman, upon instruction of the distri$utor, tries to tighten the credit suddenly the

retailer might refuse to o$lige resulting in a possi$le conflict.

De6i"i8n D8main Di"agreement"1 &ach channel mem$er e/plicitly or implicitly

carves out for himself an area of decision making which he feels is e/clusively his. In


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for the distri$utor, )Q the "uality of distri$utor management, 2Q si#e of distri$utor

margins etc.

learly underlying many of these issues are difference in goals, aims, or values among

channel mem$er involved. Hurthermore , in consumer goods marketing, there are

literally tens of thousands of small retailers served $y large manufactures. >arge

manufacturers tend to $e growth oriented , where as small retailers are more interested

in maintaining the status "uo. The likelihood of conflict is high in such situation

$ecause in their pursuit of policies that are congruent with their dynamic goals, the

former would likely adopt innovative programs that contradict the more static

orientation of the latter.

C8mmni6ati8n Di33i6$tie"1 ommunication is the vehicle for all interactions among

the channel mem$ers whether such interactions are cooperative or conflicting. ! foul


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degree of tension generates pressure to reduce conflict, $ut when chronic conflict

persists its outcome is usually destructive.

-a"e" O3 P8


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should $e employed only when all other avenues to evoke change have $een

travelled. In virtually every instance where coercive power is used over time, the

result has $een resistance, conflict, and, if not remedied through more judicious

management practices, the decline of the channel as a competitive force.

• Legitimate P8


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operating a loosely aligned channel cannot rely on a legitimate power $ase to influence

his channel mem$ers. @e must instead resort either to other power $ases or attempt to

restructure the channel into a more formal system such as a contractually linked system

in an attempt to increase his legitimate power $ase.

• Re3erent P8


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Managing Channe$ C8n3$i6t"

Fn the $asis of a$ove discussion following generali#ations can $e made =

5. onflict is an inherent $ehavioural dimension in the marketing channel.

3. 'iven the numerous causes from which conflict may stem, it is a pervasive

phenomenon in marketing channels.

). onflict can affect channel efficiency.

2. ;arious levels of conflict may have $oth negative and positive effects on channel

efficiency, or possi$ly no effect.

! conflict could affect the channel efficiency positively in the sense that when the

mem$ers involved in the conflict reali#e and identify the possi$le reasons for conflict

and work towards removing those areas of disagreement the conflict might actually

$ecome functional. The need is therefore to sit $ack and understand the causes of


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Several strategies for use in channel relations are mentioned $riefly $elow, each of

which can $e modified depending upon the situational varia$les present in and the

structural dimensions of a specific channel.

Di!$8ma61 hannel diplomacy is the method $y which interorgani#ational relations

are conducted, adjusted, and managed $y persons operating at the $oundaries of

mem$er organi#ations. The functions of a channel diplomat should $e to help shape the

policies he is to follow, to conduct negotiations with channel mem$ers to whom is

assigned, to o$served and report and everything that may $e of interest to the firm

employing him, and to provide information concerning his firm to the operatives in

counterpart channel organi#ations.

08int mem5er"hi! in tra%e a""86iati8n"1 mem$ership in the associations of channel

counterparts can prove to $e e/tremely $eneficial in managing conflict situations.


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identified with and committed to the programs developed for a particular product or

service.

Me%iati8n1 (ediation is the process where$y a third party attempts to secure

settlement of a dispute $y persuading the parties either to continue their negotiations or

to consider procedural or su$stantive recommendations that the mediator may make.

(ediation essentially involves operating on the field of the conflicting parties in such a

way that opportunities are trading moves are perceived that otherwise might not have

$een perceived. Solutions might $e given an accepta$ility simply $y $eing suggested

$y the mediator and hence ac"uire a degree of saliency that is important in making

them mutually accepta$le.

Ar5itrati8n1 !r$itration can $e compulsory or voluntary. ompulsory ar$itration is a

process wherein the parties are re"uired $y law to su$mit their dispute to a third party


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$etween the producer and final consumer, resolving spatial and temporal discrepancies

in supply and demand, and providing the right products in the right variety and in the

right "uantities at convenient locations. There are two key aspects to distri$utions from

a marketing perspective= channel management 7which involves designing and

managing a group of interrelated intermediaries who direct products from producers to

consumers8 and physical distri$ution management 7as part of logistics8. This session

shall focus on the former aspect.

Wh are %i"tri5ti8n %e6i"i8n" im!8rtantB

• These decisions are of strategic significance since they involve long-term

relationships and commitments

• They have repercussions for an organisations marketing programme

•


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simply use one channel, many companies distri$ute through multiple channels. !

second type of distri$ution channel is the industrial channel. Industrial channels tend to

$e shorter than consumer channels $ecause the num$er of final customers is smaller,

there is greater geographic concentration of industrial customers and greater comple/ity

of products sold. ! third type of channel is the service channel, which tends to $e direct

or involve an agent due to the intangi$ility of services and the need for personal contact

$etween service provider and customer.

D8e" the e$iminati8n 83 interme%iarie" 6t 68"t"B

It is a popular misconception that Ocutting out the middlemenO will lower final prices.

Fne needs to really consider the functions which intermediaries perform These

functions are to reconcile the needs of producers and consumers, to improve efficiency,

to improve accessi$ility in terms of $ridging location and time gaps, and to provide


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acceptance rather than channel selection, where they have to convince channel

mem$ers to stock their products.

a8 Hactors affecting selection of channels of distri$ution

• market factors 7- $uyers e/pectations and preferences? willingness of

intermediaries to stock product? location and concentration of

customers8

• producer factors 7-internal skills and resources? product mi/? cost vs

control of channel operations8

• product factors 7-comple/ity? perisha$ility? ease of handling8

• competitive factors 7-overall strategic approach= meet competition head

on, avoid competition, $e a market follower8


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using its strength and power in retailing to $uild strong working relationships with their

suppliers.

Channe$ 5eha#i8r an% management

!n important factor in channel management is the $ehaviour of mem$ers of a channel

of distri$ution. 'iven that the actions of one channel mem$er can greatly influence

those of other channel mem$ers, and that all mem$ers should $e working towards a

common goal ie the profita$le and efficient distri$ution of the product $eing handled,

then $y implication everyone is e/pected to co-operate otherwise this goal will not $e

achieved. In practice such co-operation does not always occur and there will $e conflict

instead eg hori#ontal conflict 7$etween intermediaries at the same channel level8 or

vertical conflict 7$etween intermediaries at different levels8. !lthough some might

argue that a limited amount of channel conflict is healthy, it can $e destructive if there


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CAPTER&9

COMPAN PROF'LE

'NTEGRATED E*'PMENT L'M'TED

!n ISF certified company engaged in offering a wide range of power $ack up solution

such as UPS Systems. To offer comprehensive power $ack up solutions for all kinds of

re"uirements, they, 'ntegrate% E?i!ment" Lt%., are designing and developing top-of-

the-line products as per various industry re"uirements.

Eased in 6elhi, they are known as a noted man3a6trer of *PS

S"tem", Sta5i$ier", P8


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C8m!an Pr83i$e

Eusiness Type (anufacturer

Primary ompetitive !dvantages • @ighly dura$le e"uipment

• Industry leading prices

• ISF certified company

• ! huge client $ase.

Go of Staff 51

Jear of &sta$lishment 5


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They are an ISF certified firm offering only internationally acclaimed power $ack up products to customers. Hor adhering to their set "uality standards, they make sure that

all their UPS Systems, Sta$ili#ers, Power onditioning &"uipment, etc. undergo

stringent "uality testing at their "uality inspection unit.

They have appointed a team of efficient "uality controllers who meticulously checks

raw materials so as to ensure that only the $est solutions are provided to the clients.

(oreover, they check their finished product range on following parameters, there$y

assuring that only a superior array is delivered to the market=

• Performance

• >ong life

• Power $ack up

• &fficiency.

Man3a6tring *nit


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•

IIT 6elhi

• 6elhi University

• Aeliance 'roup

• 6( Shriram 'oup

• >' &lectronics

• Samsung

• @aldiram

• Thapar 'roup

• P'I handigarh

• 6r. Ehatia >a$, (, >udhiana.

Other !r8%6t" !8"te% 5 thi" 68m!an

GT SER'ES *PS L'NE&'NTERACT'+E *PS SSTEMS


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ML SER'ES *PS SG&CE SER'ES *PS

S'TEPRO *PS + SER'ES *PS

http://www.tradeindia.com/fp551100/Ml-Series-Ups.htmlhttp://www.tradeindia.com/fp551158/Sg-Ce-Series-Ups.htmlhttp://www.tradeindia.com/fp551150/Sitepro-Ups.htmlhttp://www.tradeindia.com/fp551113/Vh-Series-Ups.htmlhttp://www.tradeindia.com/fp551113/Vh-Series-Ups.htmlhttp://www.tradeindia.com/fp551150/Sitepro-Ups.htmlhttp://www.tradeindia.com/fp551158/Sg-Ce-Series-Ups.htmlhttp://www.tradeindia.com/fp551100/Ml-Series-Ups.htmlhttp://www.tradeindia.com/fp551110/Match-Ups.htmlhttp://www.tradeindia.com/fp551087/M-Series-Accu-Power.htmlhttp://www.tradeindia.com/fp551100/Ml-Series-Ups.htmlhttp://www.tradeindia.com/fp551158/Sg-Ce-Series-Ups.htmlhttp://www.tradeindia.com/fp551150/Sitepro-Ups.htmlhttp://www.tradeindia.com/fp551113/Vh-Series-Ups.html


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!ccu-Power UPS Systems incorporate the latest state of the art technology $ased onI'ETs using high fre"uency P( Technology. The !ccu-Power UPS Systems offers

the advantage of compact-si#e, light weight and noiseless operation.


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CAPTER&:

RESEARC METODOLOG

Aesearch comprises defining and redefining pro$lems, formulating hypothesis or

suggested solutions, collecting, organi#ing and evaluating data? making deductions and

reaching conclusions to determine whether they fit the formulating hypothesis.

6escriptive research includes surveys, fact-findings en"uiries of different kinds. The

major purpose of this research is description of the state of affairs, as it e/ists at

present. The main character of this method is that the researcher has no control over the

varia$les? he can only report what has happened or what is happening. It also includes

attempts $y researchers to discover causes even when they cannot control the varia$les.

The method of research utili#ed in descriptive research is survey methods of all kinds


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SAMPLE DES'GN1 The sample techni"ue adopted is random sampling method. Since

sample is going to $e chosen from different areas so it is geographical sampling which

is predefined so as to get ma/imum information, which rare true and relia$le without

$iasness.

SAMPL'NG METOD1

Aandom sampling

SAMPLE S'E1&

I have used sampling method for survey purpose. The sample si#e for "uestionnaire is

1+.

F'ELD AREA1


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CAPTER&;

DATA ANALS'S

M !r8e6t t8!i6


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•

!ssist in promotion of the product

• ontact- finding 9 communicating with prospective $uyers

• (atching- fitting offer to $uyers needs

•

Transporting 9 storing

• Hinancing

• Aisk taking

• Gegotiations

-ACK-ONE OF TE SSTEM

6ealers who sell

•


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forecasts, customer satisfaction, surveys etc.

9. Dea$er" !er38rman6e

losely monitor each dealers-

• Sales

• (arket position

• Service capa$ility

• Hinancial situation

'NTROD*CT'ON OF TE DEALERS NETWORK'NG

(arketing channel decisions are among the most critical decisions faced $y the

management.


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In this industry, $roadly two types of channels are availa$le for selling-

5. ompanys own channel

3. Intermediarys channel

CANNELS FOR 'NTEGRATED E*'PMENTS L'M'TED

• 6&!>&AS

• A&T!I>&AS

/. DEALERS&

o !cting as wholesalers

o Investing their money

o (argins are less for them


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o

;olumes are not as $ig as wholesalers

o @ave got direct interaction with end user

o Provide information

o Wuality related issues or rate variations come through this channel

CANNEL MANAGEMENT DEC'S'ONS

Selecting channel mem$ers

(otivating channel mem$ers

&valuating channel mem$ers

ontrolling channel mem$ers


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•

Social contacts of the person

• Payment terms of the party to the company

• Potentiality of the party in terms of sale

•

Time to time market feed$ack of that party

• Gormally company prefers single $rand dealers

2. M8ti#ating 6hanne$ mem5er"&

• Positive motivators-

o @igh margins

o Special deals

o Premiums


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•

!verage inventory levels

• ustomer delivery time

• ooperation in companys promotion 9 training programs

• Services to customers

• Treatment of damaged 9 lost goods

9. C8ntr8$ me6hani"m "e% 5 'ntegrate% E?i!ment" Limite% &

• Create e@it 5arrier"& Security deposits are taken from the dealers so

that over night switching is not easy for dealers

• 8$% in6enti#e"& Elock the incentives of the dealer, if he wants to

switch. If deposits with the company are high as compared to the $enefits he is


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time through-

o 6ealer specific feed$ack

o 'eneral feed$ack

• 'n 6a"e 83 in %i"6i!$ine& If the dealer under cuts from the nominated

price, the control mechanism, to stop him from doing so are -

Supply restrictions, depending upon the kind and degree of violation.

• Terminating the e@i"ting %ea$er" 83 the 68m!an& It is not very easy

to terminate any companys own e/isting dealer. ompany has to give

very specific reason to e/isting dealer a$out termination of the dealership

In Integrated &"uipments >imited, termination is usually not adopted. Fnly in one


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S*R+E RES*LTS

W5-Jou are dealing with the Integrated &"uipments >imited $rands from


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W3-hich products of Integrated &"uipments >imited are most prefera$le $y

customers

'nter!retati8n=-This chart is showing that :age of sales of Inverters is )3: which is


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W). In which season the selling of products is more


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W2. hich factors influence the consumers to purchase the Integrated &"uipments

>imited products


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W1. Fpinion of the credit facilities are provided $y the company


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W*. (edia plays an important role of making the awareness of the product. hat do

you think


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W4. hat are the factors in media which makes the consumer more attentive towards

the new, improved and innovative products and technology


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W


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W. hat is your annual sale of Integrated &"uipments >imited products


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W5+. !re you satisfied with the distri$ution system of Integrated &"uipments >imited


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KE F'ND'NGS FROM TE RESEARC WORK4S*R+E

ith this research we find that the awareness a$out the Integrated &"uipments

>imited products is more.

The role of media is very effective in making people aware a$out the Integrated

&"uipments >imited $rand specially UPS 9 Inverter plays an important role to

influence the peoples.

So we found that dealers deal in products of Integrated &"uipments >imited $ut the

demand of Inverter is very high as compared to other products.

!fter analy#ing the data we find that Integrated &"uipments >imited is having a

good position in the market and almost taking advantages in every area as


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CAPTERI=

S*GGEST'ONS AND RECOMMENDAT'ONS

• ompany should make advertisement of Integrated &"uipments >imited

products aggressively in the way of hoardings which increase the more

visuali#es customer.

• ompany should provide credit facility to the dealer in a $etter way $y which

they can increase their sale

• 6ealers should consider the demand of people time to time so that they come to

know what people want in a particular period of time.

• Integrated &"uipments >imited needs to mend and maintain its service network


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CAPTERIJ

CONCL*S'ON

(y study found that, the dealers are somewhat satisfied with the Integrated &"uipments

>imited ompany $ut some retailers are not satisfied $y the company neither in the

way of credit facility nor $y the distri$ution system of Integrated &"uipments >imited.

!$out the Integrated &"uipments >imited company I found that Integrated &"uipments

>imited having a good position in the market in terms of pricing $ut lacking $adly in

terms of its retailer satisfaction.

ustomer gets to know more $y the UPS 9 Inverter and they are influenced to $uy new

products $y the uni"ue products that are newly come to the market.


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-'-L'OGRAP

(arketing (anagement= Ey Philip Dotler

(arketing Aesearch= Te/t !nd ases

Aesearch methodology= Ey .A. Dothari

e$sites=--

http=%%www.umdaindia.com%inde/.html


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758. Wuality 738 Price

7)8. Sales promotion activities 728 Erand image

718. Services

W*- Fpinion on the availa$ility of credit facilities provided $y the company

758 ;ery satisfied 738 Somewhat satisfied

7)8 Somewhat dissatisfied 728 ;ery dissatisfied

W4-(edia plays an important role of making the awareness of the product. hat do

you think

758 3+: to )+: 738 )+: to 1+:

7)8 1+: to 4+: 728 4+: to +:


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

W55- hat is your annual sale of Integrated &"uipments >imited products

758 >ess than 1 >ac 738 1>ac to 5+ >ac

7)8 5+ >ac to 51 >ac 728 (ore than 51 >ac

W53-!re you satisfied with the distri$ution system of Integrated &"uipments >imited

758 ;ery satisfied. 738 Somewhat satisfied

.7)8 Somewhat dissatisfied. 728 ;ery dissatisfied.

W5)-what is your suggestion to the company for improving the performance of sales

758 Ey improving the advertisement 738 Ey providing the discount

7)8 Ey improving the "uality 728 Ey increasing the margin


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AREA CONT. PERSON NAME OF D'ST-. H DEALER ADDRESS CONT. NO.

D!>D!KI (A 'U>S@!G (&'! PF&A SJST&(S !-5 D!>D!KI G& 6&>@I-5 1*+)2144%3*353+)%<

D!>D!KI (A !K!J SIG'@ !ETFG PF&A 6&;I&S 7P8>T6

E-* 5ST H>FFA D!>D!KI G& 6&>@I-5 3*3341*)%3*221D!KI !.D. 'U>!TI G& 'U>!TI '&G&A!>

STFA&

@-22%! D!>D!KI (!IG AF!6 3*2)32+

&!ST FH D!I>!S@ (A A!;I T!G&K! !S@I &GT&PAIS&S '-22! &!ST FH D!I>!S@ G& 6&>@I-*1 3*!S@ G& 6&>@I *1

3*353)5

>!KP!T G!'!A (A A!K&&; 'A PF&A SF>UTIFGS K-)< >!KP!T G!'!A II, G& 6&>@I 32 3*)22)*

>!KP!T G!'!A (A 6I>IP 'AF;&A TFPS&>> IG6I! 7P8 >T6 D-3< E!S&(&GT >!KP!T G!'!A II, G& 6&>@I 32 3++14+F6@I AF!6 (A S@!A(! FGJ &G'IG&&AS )+ T@J!A!K G!'!A (!AD&T >F6@I AF!6 G&6&>@I )

32*55533%32*21)@I 2 3*21@I 5* 3**415)

'A&&G P!AD (A S!GK!J 'UPT! (FTFA !'&GI&SFAPFA!TIFG

-5 %E ' A& &G P !A D & T G. F PP . I G6 I! G F I>EUI>6IG' G& 6&>@I 5*

3*13*443% 3*1**23*

P!G@S@&&> (A A!D&S@ A!IG! SUAJ! E!TT&AJ F. 31)%3, IST H>FFA S@!@PUAK!T G& 6&>@I 2 3*2+1)%3*21!'& (A ! S @FU@!G G&&>!( E!TT&AI&S I AF!6, D@!GPUA G&6&>@I *3

3*+ D@!G6 PF&A SJST&(S

54-E%(%)) !A6 GF. 3 G&!A !@!A H!TFAJ,(&@A!U>I

3**25+35, )5+4*)*4

(&@A!U>I (A '!'!G D!US@ ST!G6!A6 PF&A SJST&(S 2+%2!, (&@A!U>I, G& 6>&@I )+ T6 !;& PIT!(PUA! 34+3255


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