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© 2009 Cooper Bussmann India Pvt. Ltd.All rights Reserved. INDUSTRIAL FUSE PRODUCT PROMOTION By SIVAGURU.M MBA (2008-10) DMS-Pondicherry university

INTRODUCTION Topic : INDUSTRIAL FUSE PRODUCT PROMOTION Category: LV, MV, High speed, Electronic, Telecomm fuses. Company : COOPER BUSSMANN INDIA PVT. LTD, Pondicherry Internal Guide : Dr. S VICTOR ANANDKUMAR Associate professor, DMS, Pondicherry University External guide : Mr. N V SHIVASHANKAR General Manager India-sales, Cooper Bussmann India Pvt. Ltd.

INDUSTRY PROFILE The demand for fuses is dependent on electric power generation, industrial machinery, electrical and electronic industries, automotive, transportation industries Demand for industrial fuses until 2005 was $5.4Billion. Later it came down as $4.9B after 2005. Demand for industrial fuses across the globe is forecasted to grow in excess of three percent annually through 2011 to more than $ 7.3 billion (IEEE, 2007).

The demand for fuses is dependent on electric power generation,

industrial machinery, electrical and electronic industries, automotive,

transportation industries

Demand for industrial fuses until 2005 was $5.4Billion.

Later it came down as $4.9B after 2005.

Demand for industrial fuses across the globe is forecasted to grow in

excess of three percent annually through 2011 to

more than $ 7.3 billion (IEEE, 2007).

DEMAND BY COUNTRIES US industrial fuse demand will grow 3.7 percent per year through 2011. The players are in these industries including The European fuse market was forecasted to grow from around Euro 160 million in 2007 by an average annual rate of 5.4% (directindustry.com). This market continues to compete with circuit breakers. A part from that two major market we have the booming market in the china, India, Germany and hungery where industrialization is growing than ever. This market is expected to grow 4.8% .

US industrial fuse demand will grow 3.7 percent per year through 2011. The players are in these industries including

The European fuse market was forecasted to grow from around Euro 160 million in 2007 by an average annual rate of 5.4% (directindustry.com). This market continues to compete with circuit breakers.

A part from that two major market we have the booming market in the china, India, Germany and hungery where industrialization is growing than ever. This market is expected to grow 4.8% .

COMPANY PROFILE Pondicherry plant

Cooper Bussmann - a global company Established in 1980’s Head quarters: st. Louis, Missouri US and Burton UK A diversified world-wide manufacturer International standards BS, IEC, VDE, UL

Established in 1980’s

Head quarters: st. Louis, Missouri US and Burton UK

A diversified world-wide manufacturer

International standards BS, IEC, VDE, UL

WORLD WIDE PRESENCE Pondicherry plant Singapore plant California, Texas(US) plant Brazil plant South Korea plant

GLOBAL APPLICATIONS AND PRODUCTS 75000 types for wide range of applications 1. Low voltage fuse links & accessories 2. Medium voltage fuses 3. High speed fuses 4. Electronic fuses 5. Telecommunication fuses

PROJECT DEFINITION Industrial fuse market dominated by cooper Bussmann Industrialization and globalization Huge industrial presence in the growing economy Raising electrical power demand Need of protecting high valuable electrical applications Lack of demand for industrial fuses

Industrial fuse market dominated by cooper Bussmann

Industrialization and globalization

Huge industrial presence in the growing economy

Raising electrical power demand

Need of protecting high valuable electrical applications

Lack of demand for industrial fuses

Competitors sensed the market demand need of upgrading the products and services to face competition Bussmann penetration level is slow in terms of sensing the market requirement Conti…….

Competitors sensed the market demand

need of upgrading the products and services to face competition

Bussmann penetration level is slow in terms of sensing the market requirement

So what can be done ……. Cooper Bussmann as an industrial fuse industry market leader they have to look externally to understand customers requirement market trends and competitors Up grading the product in terms of technology and in terms of service Company should be ready to invest in the Research and Development activities

Cooper Bussmann as an industrial fuse industry market leader they

have to look externally to

understand customers requirement

market trends

and competitors

Up grading the product in terms of technology and in terms of service

Company should be ready to invest in the Research and Development

activities

RESEARCH METHODOLOGY Type of research: Descriptive Method: survey Instruments: questionnaire Type of data: Primary data Secondary data Company website IEEE, IEC(for reference)

Type of research: Descriptive

Method: survey

Instruments: questionnaire

Type of data:

Primary data

Secondary data

Company website

IEEE, IEC(for reference)

SAMPLING Size: 40 responses Sampling units: OEMs, control panel manufacturers, Atomic power plants, Techniques: judgmental analysis, percentage analysis, SPSS. Scaling technique: likert 5-point scale Scale Poor bad accepted good excellent Ratings 1 2 3 4 5

FINDINGS 1. QUALITY Inference: In the analysis conducted, there is no quality improvement in last 5 years.

Inference: In the analysis, we found that customer’s are facing serious labeling problem Cont…….

LOW VOLTAGE Inference: From the research conducted, there is a huge market for 690v NH fuses

High speed Inference: In the research conducted, found that high speed fuses fails to protecting the motors at HP power supply

ELECTRONIC Inference: From the clients point of view, glass body can make them comfortable while using the super caps, inductors etc.

SALES Inference: In the research conducted, there is a shortage of sales force

HYPOTHESIS TEST 1 Power conduction vs. circuit protection Power conduction in PCB and circuit protection are dependant CHI-SQUARE TEST Inference: The value of the chi-square is .026 which is less than .05 and so the hypothesis is accepted and there is a relation exits. If there is proper power conduction the circuit protection will be in a proper manner Value Df Asymp. Sig. (2-sided) Pearson Chi-Square 28.649 a 16 .026 Likelihood Ratio 28.720 16 .026 Linear-by-Linear Association .453 1 .501 N of Valid Cases 40 a. 24 cells (96.0%) have expected count less than 5. The minimum expected count is .05.

HYPOTHESIS TESTS 2 CHI-SQUARE TEST Sales engineer visits vs. effective order process No of visits made by sales engineer and quick order processing are dependent. Inference: The value of the chi-square test .018 which is less than .05 so the hypothesis is accepted and the relation is exists. If there is a sales engineer visit is above 2 times in a month then order processing will be more efficient Value df Asymp. Sig. (2-sided) Pearson Chi-Square 30.098 a 16 .018 Likelihood Ratio 28.194 16 .030 Linear-by-Linear Association 13.850 1 .000 N of Valid Cases 40 a. 24 cells (96.0%) have expected count less than 5. The minimum expected count is .30.

INTERPRETATION Company has got huge market opportunities although they couldn't satisfy the customers exact requirement GE, Siemens, L&T, SIBA, Schneider are big competitors who are trying to compete with the company Customers are facing the very big labeling problem Order processing is taking lot of timings Order delivery is always late so clients couldn't get materials on time

Company has got huge market opportunities although they couldn't satisfy the customers exact requirement

GE, Siemens, L&T, SIBA, Schneider are big competitors who are trying to compete with the company

Customers are facing the very big labeling problem

Order processing is taking lot of timings

Order delivery is always late so clients couldn't get materials on time

fuses are not suitable for the local applications such as electrical board of various states of India There is a huge demand for 690v NH fuses which is newly launched product of Pondicherry plant Companies like wind mill manufacturers wanted the Special type of fuses for their special application suitability There is no proper web source to get the details regarding fuses and its features Conti…………..

fuses are not suitable for the local applications such as electrical board of various states of India

There is a huge demand for 690v NH fuses which is newly launched product of Pondicherry plant

Companies like wind mill manufacturers wanted the Special type of fuses for their special application suitability

There is no proper web source to get the details regarding fuses and its features

RECOMMENDATIONS Convenience promotion Glass body fuses Bolt type fuse fittings Backup current limiting fuses Shock proof fuses for railways and shipping Performance promotion Suitability for both air and oil applications AC and DC suitability Solder alloy has to be applied in the fuse element for the purpose of low current melting

Convenience promotion

Glass body fuses

Bolt type fuse fittings

Backup current limiting fuses

Shock proof fuses for railways and shipping

Performance promotion

Suitability for both air and oil applications

AC and DC suitability

Solder alloy has to be applied in the fuse element for the purpose of low current melting

RECOMMENDATIONS Pleasure promotion Enrichment of customer service team Sales force has to be increased Lead time has to be decreased while importing the materials from USA Standard promotion ISI certification

Pleasure promotion

Enrichment of customer service team

Sales force has to be increased

Lead time has to be decreased while importing the materials from USA

Standard promotion

ISI certification

PROJECT IMPLICATIONS ON BUSINESS MODEL Value assessment Research Promotion criteria Implemen tation Existing product Gaps in user value Promoted product

LIMITATIONS Feedback was collected from south east and south west regions of India on which research has been conducted. Examined applications: Wind mill manufacturers Control panel manufacturers OEMs Short span of time(40 days) Sample size was also 40 This study is may not be generalizable to all regions as well as all types of applications

CONCLUSION Project has explored the various opportunities in the market for Cooper Bussmann They have to sense the both technological changes and economical changes Maintenance of unique and improved quality is important Project has established relation between existing fuses to upgraded fuses Rich investment in the R&D is necessary.

Project has explored the various opportunities in the market for Cooper Bussmann

They have to sense the both technological changes

and economical changes

Maintenance of unique and improved quality is important

Project has established relation between existing fuses to upgraded fuses

Rich investment in the R&D is necessary.

Thanks for your attention………..