Find out potential market for industrial burners and gas systems


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Find out potential market for industrial burners and gas systems

  2. 2. Page 2 of 47 2 INDEX CHAPTER NAME PAGE NO 1) INTRODUCTION 1 - 6 2) REPORT OVERVIWE 7 - 10 3) PROFILE 11 - 17 4) FACTS & FIGURES 18 - 29 5) CONCLUSION & RECOMMENDATIONS 30 - 32 6) ANNEXTRE 33 - 35
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  9. 9. Page 9 of 47 9 ACKNOLEDGEMENT I wish to acknowledge his gratitude for the valuable suggestion and information provided, to Mr. Rahul Gujar, Mr. Milind Bava and other staff members of marketing department of Eclipse Combustion Pvt. Ltd. Who spared their valuable time providing core inputs about market. The student also wishes to express his proform gratitude and in-depthness towards Dr. Sharad Joshi, Director, Vishwakarma Institute of Management and Mr. Rajesh Vhatkar, Project guide for all the encouragement, inspiration and valuable suggestions as and when required. He has been greatly instrumental in providing shape of the report. I am also grateful to all those who helped me conceiving, designing and drafting my project without whom this project wouldn t have been materialized.
  10. 10. Page 10 of 47 10 MUKESH SANDANSHIV EXECUTIVE SUMMERY PROJECT FIND OUT MARKET POTENTIAL FOR INDUSTRIAL BURNERS AND GAS SYSTEMS IN AGRA, FIROZABAD AND KANPUR REGION. COMPANY ECLIPES COMBUSTION PVT. LTD. DURATION 2 MONTHS OBJECTIVES 1. To assess the demand of burners and gas systems in Agra, Firozabad and Kanpur region. 2. `To understand market dynamics and demand scenario of Agra, Firozabad, Kanpur region. 3. To suggest the changes needed in their current marketing strategy for enhancing revenues and improvising customer delight. The above research is divided into five chapters:-
  11. 11. Page 11 of 47 11 The first chapter of the report is titled INTRODUCTION, wherein the researcher has given a brief introduction to ECLIPES COMBUSTION PVT. LTD. The second chapter of report is REPORT OVERVIWE, which include the Title, objective, and significance, research methodology employed by researcher, of the research. The third chapter of the report is titled PROFILE where in the researcher has presented a brief introduction of region The forth chapter titled FACTS & FIGURES the researcher has given the present statues of Market The fifth chapter titled CONCLUSION & RECOMMENDATIONS, Where in the researcher has analyzed the collected data and has made certain conclusion recommendations and the SOWT analysis those of it to, increase Market share. The sixth chapter is followed by ANNEXTRE, where the researcher has present the questionnaire
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  13. 13. Page 13 of 47 13 COMPANY PROFILE Eclipse, Inc. is a worldwide manufacturer of products and systems for industrial heating and drying applications. It designs and manufactures a wide variety of gas and oil burners, recuperators and heat exchangers, complete combustion systems, and accessories for combustion systems. Eclipse Inc. offers its customers an excellent single source for design, installation, and service for total combustion needs, supported by expert application engineering services.... anywhere in the world. Eclipse Combustion Pvt. Ltd. is a wholly owned subsidiary of Eclipse Inc. It is an ISO 9001 company, which gives prime importance to quality. The company is a world leader, with principal manufacturing and R&D centered in the USA and assembly facilities strategically located in Pune. It is in the process of setting up an All India sales & marketing network. THE BRANDS OF ECLIPSE, INC.
  14. 14. Page 14 of 47 14 ECLIPSE COMBUSTION BRAND INFORMATION Eclipse Combustion designs and manufactures a wide variety of gas and oil burners, recuperators and heat exchangers, complete combustion systems, as well as accessories for combustion systems. Eclipse Combustion is widely recognized as the world leader in low emission burner technology. Our Minnox, Winnox and ThermJet burners set new global standards for NOx, CO and aldehyde levels. Our global structure enables us to help our customers compete in the international marketplace, everyday, in every industrialized country. To facilitate that effort, we have established and staffed over 80 sales and engineering offices in major cities and countries around the world. The resources of these facilities are available to you around the clock. They exist to provide you with the best products and services possible. Major Product Groups: Air heat Burners Furnace Burners Immersion Burners Infrared Burners Air and Fuel Supply Component
  15. 15. Page 15 of 47 15 COMBUSTION TEC BRAND INFORMATION Combustion Tec supplies complete combustion systems to all segments of the glass, ceramic, and primary metals industries for use on regenerative, recuperative, unit melters, and oxygen-fuel fired furnaces. More than 700 major glass furnaces, worldwide, use Combustion Tec equipment. The company's range of products varies from burners to complete fuel combustion systems for use with gas, oil, or a combination of the two. Combustion Tec's Primefire® series burners are multi-fuel oxygen burners. Several burner types are available for different firing positions, and all gas burners are adjustable, providing for a degree of control over the flame length and luminosity. Combustion Tec designs, provides equipment, installs, and services complete systems, including closed circuit TVs (CCTV) for high temperature applications, to meet the customer's specific combustion system needs. Major Product Groups: Oxy Fuel Burners & Systems Special High Temperature Systems Process Controls & Computer Modeling Dual Fuel Air Burners Emission Control Technologies
  16. 16. Page 16 of 47 16 EXOTHERMICS BRAND INFORMATION Since 1976, Exothermics has been the leading source of reliable, high-quality, heat exchangers for industrial equipment manufacturers and industrial end-users around the world. Exothermics World Class Heat Exchangers have been used in every industry that uses heat to process, dry, cure, bake, or finish their product. Industries that have used Exothermics exchangers include the automotive, textile, plastics, rubber, glass, pharmaceutical, food, paper, printing, metal finishing and the pollution control industry. Exothermics heat exchangers, compactly built, are crafted from durable stainless steel, aluminum or other exotic alloys. The quality of these materials, coupled with sound, state-of-the-art welding and other innovative manufacturing techniques, is what makes the Exothermics unit so incredibly efficient, resilient and maintenance free. Every heat exchanger design is laboratory tested to ensure it meets design specifications and performance expectations. Major Product Groups: Air to Air Plate Heat Exchangers in Aluminum, Stainless Steel and Special Alloys Air to Air Insulated Plate Heat Recuperators Tubular Type Air to Air Heat Recuperators
  17. 17. Page 17 of 47 17 ALGAS-SDI BRAND INFORMATION Algas-SDI is the world's leading producer of LPG vaporizers, with the resources and products to provide the solution to any energy challenge. Designing, producing, and marketing high quality, reliable products is our focus, from small gas fired or electric vaporizers to compact packaged systems to large fully engineered and integrated utility systems. Working with a commitment to continuous improvement, Algas-SDI has proven its ability to blend new technologies with years of industry experience. Major Product Groups: Diversified Vaporizer Line LPG/Air Venturi Mixers Packaged Modular Vaporizer/Mixing Systems Accessories and Control Systems Ammonia Vaporizers and Accessories
  18. 18. Page 18 of 47 18 SOME OF THE MAJOR CUSTOMERS OF ECLIPSE COMBUSTION: Bharat Forge Ltd. Bokaro Steel Plant Crompton Greaves DGP Hinoday Indian Railways Gujarat Glass Ltd. L&T Ltd. Gujarat Rubber Maruti Udyog Ltd. Bajaj Auto Ltd. General Motors India Ltd.
  19. 19. Page 19 of 47 19 TITLE OF THE RESEARCH Find out market potential for industrial burners and gas systems in Agra, Firozabad and Kanpur region. OBJECTIVES OF THE RESEARCH To assess the demand of burners and gas systems in Agra, Firozabad and Kanpur region. To understand market dynamics and demand scenario of Agra, Firozabad, Kanpur region. To suggest the changes needed in their current marketing strategy for enhancing revenues and improvising customer delight. SIGNIFICANCE OF THE RESEARCH To The Company The researcher would not only enable the company to identify the existing demand of the products but at the same time the company will have firsthand information about the effectiveness of the present marketing strategy. It can also consider the suggestive mechanism presented by the researcher and thereby improve its present system so that it can be used more effectively in future.
  20. 20. Page 20 of 47 20 To the Researcher The researcher would enable the student to get the practical insight of the marketing processes and practices applied. Its in-depth study and analysis would provide him confidence in future endeavor, as the researcher wants to pursue his career in marketing field. The research would significantly help in understanding market practices, methodologies and strategies to deal with changes in macro and micro environment. RESEARCH METHODOLOGY The research was conducted in three phase. The various phases were as follows FIRST PHASE The researcher scanned various journals, magazines, monthly report, brochure, internet and other secondary materials to gain insight in the company s operations. He also studied various textbooks to achieve a thorough understanding of the concepts related with market research. The researcher also collected information from the staff of Marketing department on various issues concerning the project and other relevant information. SECOND PHASE The researcher collecting all pertaining data of the existing and potential buyers of the company
  21. 21. Page 21 of 47 21 Judgment Sampling : Though the client base of the company was not very large, but customers were ranging from bulk to very small as also were casual and consonant, scattered over a large area. Judgment sampling was made in co-ordination with marketing team, so as to cover all major potential buyers. Data collection: is one of the most important aspects of marketing research and study. The method used by the researcher for data collection was a combination of questionnaire and personal interviewing methods i.e. a structured questionnaire was carefully prepared and to have larger and better response, personal interview method was adopted. The questionnaire consisted of wide range of questions to cover all information regarding the end use of the product, type of fuel used, type of industry, number of burners used etc. Data analysis: The collected data has been analyzed in order to get pertinent information from the data. It has been done in the following steps: 1. Compilation and grouping of the data. 2. Editing of the data for ensuring the errors and omission in the data collection process. Classification was done based on attributes into following categories Name of company and address Type of industry Use of burners Type of fuel Satisfaction level Future requirements
  22. 22. Page 22 of 47 22 Conversion of oil to gas Standby LPG system Use of vaporizer and mixer Tabulation -charts were made, to draw meaningful inferences from the data collected in the questionnaire. THE FINAL PHASE The researcher compiled the data collected in a systematic manner and analyzed it. The researcher interpreted certain facts on the basis of the analysis, which he has presented in the reports. At the same time he suggested some measures, which the company may consider to improve its current market share. The research is descriptive as well as analytical in nature. First of all the researcher has presented the current market supply and then analyzed it on the basis of the data collected and compared with the existing market demand.
  23. 23. Page 23 of 47 23 Uttar Pradesh Industry Map
  24. 24. Page 24 of 47 24 INDUSTRIAL ZONES VISITED AGRA FIROZOBAD Type of Industry Glass Diesel eng Paper Foundry Valve Mfg Piston Mfg % of companies 37 18.75 13 6.25 6.25 6.25 DIFFRENT TYPE OF INDUSTRYES GLASS DISEL ENG PAPER FOUNDRY VALVE Mfg PISTON MADE
  25. 25. Page 25 of 47 25 FIROZABAD:- Firozabad is a small place and a small town in Uttar Pradesh, 60 km. away from Agra. Except glass industries there is no any other industry which can help to grow the city. There are near about 100 small scale and big glass industries located in and around the place which manufacture bangles, bottles, pots and other decorative glass items. The main reason for location of these many industries is that Firozabad is famous for bangles from historical times. Hence the availability of such workers facilitates it. In Firozabad, natural gas arrived 6 years ago and is available in very cheap rate. So all industries use natural gas, minimum 10 burners in each. But the basic problem is that all big as well as small industries use local made burners mostly produced by them. The reason being that even such cheap ones do the same work then why go for expensive company made burners. Some people are ready to modify and use company- made burners but they want some technical advice about the benefits of these burners for them. If the branded burners save some fuel then these people surely will go for company made burners. For that they want comparative studies of local made and guaranteed burners with demos. We got a huge market from this region because each company uses at least 4 burners while many big companies use 16 to 20 burners making it a huge potential market for burner segment. An
  26. 26. Page 26 of 47 26 important thing I notice in this area is that everyone follows suit to others enhancement. This proves that if we are successful to put up our burners in 3-4 big factories automatically many others make up their minds to accept our burners. Only one thing that I want to suggest is that we have to hard work at primary level. There is no market for our ALGAS sector. Few Big Companies in This Area: OM GLASS WORKS JAGDAMBA GLASS HIND GLASS INDUSTRIES MELANIUM GLASS INDUTRIES S.L.G.L GROUP
  27. 27. Page 27 of 47 27 AGRA: It is a district place in Uttar Pradesh. Basically it is famous as tourist place, Taj Mahal being situated here. Agra is not a big industrial area. Basically, there are small scale industries located here like: Metal Industries Block Piston Industries Generator Accessories Nunihai is an industrial area in Agra. All the companies are located here. Natural gas is available since last 6 years but I don t think that we may get potential market in this region for our both burners and Algas segments.
  28. 28. Page 28 of 47 28 KANPUR: Kanpur is a district place in UP. It is known as industrial capital of the state. It is a big industrial area. There are various types of companies located in this area like: Metal Industries Chemical Industries Food Industries Leather Industries Pharmaceuticals Major company in Kanpur is LML. In Kanpur 1. Dada Nagar 2. Panki 3. Govindpur are the major industrial areas.
  29. 29. Page 29 of 47 29 Type of Industry Plastic Metal Food Elect Paint Auto Chem. Paper % of companies 37 18.75 13 6.25 6.25 6.25 6.25 6.25 DIFFERENT TYPE OF INDUSTRISES 37% 18.75% 13% 6.25% 6.25% 6.25% 6.25% 6.25% PLASTIC METAL FOOD ELE PAINT AUTO CHEM PAPER The companies here use various types of fuels. Metal industries use coal as major fuel. Biscuit industries use electricity and some chemical and plastic companies use LPG as fuel but they all are already setup their systems so right now we don t have good market for our product. One good opportunity which we can get after six months is that natural gas will arrive there. At that time near about all companies will convert their existing fuel systems into natural gas making it a good market for our products so we have to keep in mind that we have to do study of all types of companies in Kanpur
  30. 30. Page 30 of 47 30 KANPUR: Type of fuel used for burners in region:- Type of fuel FO ELECTRICAL COLE DIESEL LPG No. of companies 75% 50% 6% 6% 19% TYPE OF FUEL USED 50% 6%6% 19% 19% ELECTRICAL COLE FURNACE OIL DIESEL LPG The above pie chart shows that in this region because of absence of natural gas users are users are using various type of fuel in that 50% users electricity as a fuel and some of them are LPG, diesel, Furnace oil etc
  31. 31. Page 31 of 47 31 Type of burners used in region:- Type of Burner Branded Electrical Unbranded No. of companies 7 6 2 - 1 2 3 4 5 6 7 BRANDED ELECTRICAL UNBRANDE TYPES OF BURNER Series1 THRMAX RELO EXOTHARM EROTHRM ETALI FORBE WESMAN As shown in above figure various type of burners are using in this region. In that 44% branded non electrical of different foreign and Indian burner are using , 37% electrical and 19% unbranded are using .
  32. 32. Page 32 of 47 32 Future requirements for burner:- Future Requirements YES NO Percent 18 82 18% 82% 0% 20% 40% 60% 80% 100% YES NO FUTURE REQUIREMENTS % OF COMPANIES The above fig. shows that future requirements are very less. We have already seen in above graph that many of them are using electrical burner and because of that future requirement are less for our burners that is only 18%
  33. 33. Page 33 of 47 33 Expansion plan of company:- EXPANTION PLAN YES NO PARSENT 19 81 EXPANSION PLAN 81% 19% NO YES Above fig. shows that only 19% companies having expansion 81% companies don t have any expansion plan right now
  34. 34. Page 34 of 47 34 Future requirements of vaporizer or LPG system:- Future Requirements YES NO %OF Companies 81 19 87% 13% 0% 20% 40% 60% 80% 100% NO YES Future requirements of vaporizer or LPG system % OF COMPENIES 87% of the companies visited; do not have any future requirements of vaporizer or LPG system, only 13% of companies have future requirements.
  35. 35. Page 35 of 47 35 AGRA FIROZOBAD Type of fuel used for burners in region:- Type of fuel NATURAL GAS No. of companies 100% TYPE OF FUEL USED 100% NATURAL GAS The above pie chart show all users are using natural gas as fuel because Govt. is providing natural gas in that region and that is very cheap as compare other fuel
  36. 36. Page 36 of 47 36 Type of burner used in different region:- Type of Burner Unbranded Branded No. of companies 86% 14% 86% 14% 0% 20% 40% 60% 80% 100% TYPE OF BURNER UNBRANED BRANDED The above pie chart shows that in this region 86% users are using unbranded burners and remaining 14% user are using branded burners but those are Indian made. No one is using foreign made burners
  37. 37. Page 37 of 47 37 Satisfaction from existing burners:- SATISFIED YES NO PERCENT 64 36 64% 36% 0% 10% 20% 30% 40% 50% 60% 70% SATISFATIED UNSATISFIED SATISFACTION %OF OF COMPANIES Nearly 64% of the companies are satisfied with the working of the existing burners whereas the rest 136% of the companies are dissatisfied with the working of existing burners
  38. 38. Page 38 of 47 38 Future requirements of burner :- Future Requirements YES NO %OF Companies 81 19 19% 81% 0% 20% 40% 60% 80% 100% NO YES FUTUR REQUIREMENTES % OF COMPANIES In this region most of companies are using local or own made burner and because of that they are ready to accept some thing new which is give benefit to their company so we have generate 81% requirements from visited companies other 19% are don t have any requirements right now
  39. 39. Page 39 of 47 39 Expansion plan of company:- EXPANSION PLAN YES NO %OF Companies 22 78 EXPANTION PLAN 78% 22% NO YES Only 22% having expansion plan 78% companies don t have any expansion plan right now
  40. 40. Page 40 of 47 40 SWOT ANALYSIS STRENGTH: 1. Large product line 2. Collaboration of 4 such big companies 3. Multinational branding 4. Strong existing customer list for reference 5. All type of heat related components, accessories and systems. 6. Modified products WEAKNESSES 1. High price of products. 2. Small marketing team 3. Less number of regional offices 4. Lack of research 5. Lack of product awareness
  41. 41. Page 41 of 47 41 OPPURTINITIES 1. Use potential market in Agra, Firozabad region 2. Less brand competitors 3. Natural gas will be available within six months in Kanpur region 4. No research in the above mentioned regions by fellow competitors THREATS 1. More use of local made burners in Firozabad, Agra region. 2. Use of electricity as fuel due to absence of natural gas in Kanpur region
  42. 42. Page 42 of 47 42 CONCLUSION 1. Mostly small; scale industries are situated in Agra, Firozabad region. Because of that they are using local made burners and they are not ready to use branded, expensive burners. 2. Mostly glass companies are located in this area and in one company they use minimum 6 and maximum 20-30 burners. As a result a potential market is available here. 3. No other branded company has done research and tried to enter this region which makes it an open market for our burner segment. 4. Various big and small scale companies are located in Kanpur region and they use branded burners so we have maximum competition in this region. 5. They have already setup their systems and most of them are not ready to change their existing systems and we are on entry level so we have to do hard work for entering in the market of Kanpur region. 6. Many companies prefer to use electricity as fuel over natural gas due to its absence in Kanpur region.
  43. 43. Page 43 of 47 43 RECOMMENDATIONS To compete with the local made burners, Eclipse should also try to maintain competitive price with a better quality and service which will certainly help it in getting large market share. Another recommendation is that Eclipse should open its offices in all big industrial zones, which will help it in providing timely service to the customers To increase the market share of our company s burners, it is needed to make people aware about our company and advantages of using our company burners over local made burners. It is needed to do more personnel selling, presentations and advertising in magazine and directories, direct mails .and .with some demo of comparative study of local made and our burner
  44. 44. Page 44 of 47 44 Eclipse should focus more on medium and big scale industries because there it is easy to enter in the market. Eclipse should target the areas where Natural Gas pipeline is going to come, as there will be a huge market which can be tapped To increase the share of Algas-SDI, it is needed to make people aware about advantages of using Gas as fuel over Oil.
  45. 45. Page 45 of 47 45 QUESTIONNAIRE Name of the Company: Address: Contact person (Designation): Phone number: E-mail: Type of Industry:_____________________________ Are you using burners? Yes No Which fuel are you using? __________________________ Existing burner information: 1. Make:____________________ 2. Quantity of Burners/Furnaces: ____________ Are you satisfied from the existing burner system? Yes No Reasons: ________________________________________________ Do you have any future requirements of burner/heating systems? Yes No Do you have any expansion plan? Yes No Details about expansion plan:___________________________________ Do you have any conversion plan from oil to gas? Yes No
  46. 46. Page 46 of 47 46 Algas-SDI Type of fuel: LPG Natural Gas Are you using standby LPG system? (For NG user) Yes No If yes, are you using LPG vaporizers? Yes No Are you using LPG/Air mixer? Yes No If using vaporizer, details of LPG vaporizer: 1. Make: 2. Capacity: _____________kg/hr 3. Quantity: 4. Type: Electric Hot water Steam Direct fired Are you satisfied from the gas based system? Yes No Reasons: ________________________________ Do you have future requirements of vaporizer or LPG system? Yes No NOTE:
  47. 47. Page 47 of 47 47 BIBLIOGRAPHY Market research :- G. C. BERI Research Methodology :- Dr. B. D. KULKARNI Industrial Marketing :- M. V. KULKARNI Marketing Management :- PHILIP KOTLAR and
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