Market potential survey for the low temperature ammonia absorption refrigeration system for therm
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Market potential survey for the low temperature ammonia absorption refrigeration system for therm

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  • 1. 1 A PROJECT REPORT ON MARKET POTENTIAL SURVEY FOR THE LOW TEMPERATURE AMMONIA ABSORPTION REFRIGERATION SYSTEM FOR THERMAX IN SOTHERN REGION FOR METRIC CONSULTANCY LTD. GUIDE Dr.VANDANA GOTE IN PARTIAL FULFILLMENT OF MASTERS DEGREE IN BUSINESS ADMINISTRATION UNIVERSITY OF PUNE BY SACHIN S. GAJBHIYE MBA-II 2005-2007 VISHWAKARMA INSTITUTE OF MANAGEMENT PUNE- 411037.
  • 2. 2 Acknowledgement Every project has a number of persons involved in it, some directly others indirectly. Everyone has contributed to its success; the critics who spur you into action with renewed enthusiasm and the supporters who steadfastly encourage you all through till the end. I would like to take this opportunity to express my gratitude for all those who provided valuable criticism, appreciation and guidance to make this project a success. I thank Mr. John Jacobs my Training Coordinator, THERMAX for the project, whose inspiration, whose sharing of anecdotes to exemplify the advice he would give, helped me see through this project swimmingly. I thank Dr. Vandana Gote my Project Guide for her guidance, motivation and attention. She was very much approachable with all my doubts! It was indeed a privilege to have done my project at METRIC CONSULTANCY LTD. The learning experiences at METRIC CONSULTANCY LTD are something that I would cherish for the rest of my life. Having worked in this corporation
  • 3. 3 gives me the confidence and an outlook out of the box much needed before I take steps in the professional world. SACHIN GAJBHIYE Pune CONTENTS S. No. TOPIC PAGE NUMBER 1. INTRODUCTION 4 2. INDUSTRY PROFILE 7 3. PRODUCT PROFILE 16 4. OBJECTIVE AND SCOPE 26
  • 4. 4 5. RESEARCH METHODOLOGY 28 6. DATA ANALYSIS AND INTERPRETATION 33 9. LIMITATIONS 42 10. OBSERVATIONS AND FINDINGS 45 11. RECOMMENDATIONS 47 12. CONCLUSION 49 EXECUTIVE SUMMARY METRIC consultancy ltd. is one of the leading market research organization based in pune.METRIC consultancy ltd. has signed an agreement to conduct the market potential survey of low temperature refrigeration ammonia absorption refrigeration system in the temperature range of -29 to -70 degree Celsius targeted at different industrial segment.
  • 5. 5 1. TITLE MARKET POTENTIAL SURVEY FOR THE LOW TEMPERATURE AMMONIA ABSORPTION REFRIGERATION SYSTEMS FOR THERMAX IN SOUTHERN REGION. 2. BACK GROUND OF THE STUDY This study is conducted for Thermax Ltd. on behalf METRIC consultancy ltd. at Karnataka, Andhra Pradesh and Kerala by SACHIN GAJBHIYE, final year of Masters In Business Administration (MBA) student as requirement for partial fulfillment for MBA. Thermax business commitment to energy and environment has evolved from the vision of the Company s founder, the late Mr. Rohinton Aga. It has been Thermax continuous pursuit to add customer value by offering quality products and services and integrating internal organizational beliefs to business processes. Thermax believe that Partnering with the customers to improve their business, is Thermax s business. 3. Objectives The objectives of the study include. 1) Market survey of current product. 2) Identification of untapped market. 3) Relation building with customers.
  • 6. 6 4) Prepare platform to enter in various market segments in order to generate enquiries. 4. Research Methodology The methodology includes collection of data with the help of structured questionnaire; the data has been collected by interviewing around 42 respondents. The survey was conducted by Descriptive Survey Method. Sample Units: The segment which includes Cold Storage, Pesticide Plant, Ice Cream Making Plants, Fertilizer plants, Petrochemicals, Bulk drug, Food processing, Dairies, Biotech in Karnataka ,Andhra Pradesh and Kerala. Sample Size: 42 The research was a descriptive type of research, which aimed at studying the presence of THERMAX s products in the different sector and to get a know about the potentiality of the market. The research tool used for this purpose was questionnaires which consist of closed ended questions as well as open ended questions. The data has been collected from the respondents in Karnataka, Andhra Pradesh and Kerala. 5. Data collection & Interpretation It includes cross tabulation of questionnaire by classification of responses and frequency distribution and appropriate graphical representation question with comments. 6. Observations & Findings
  • 7. 7 Observation is related those issues only, which are not included and explored through the questionnaire, it may not require a data support. Findings are strictly based on the collected data, attempting to answer the objectives. 7. Limitation of the study The study can be biased to the extent of personal perception, historical nature of data collection a huge geographical hazards and of the time limit. 8. Suggestion Based on findings, suggestions were given in order to improve the market mobility to gain market share in the high potential southern market.
  • 8. 8 1. Introduction 1. IMPORTANCE OF THE TOPIC Business firm's use of Marketing Research has grown continuously over the past fifty years, since managers painfully learned the cost of market ignorance. In the topic MARKET POTENTIAL SURVEY FOR THE LOW TEMPERATURE AMMONIA ABSORPTION REFRIGERATION SYSTEMS FOR THERMAX IN SOUTHERN REGION. Questions were asked to, Maintenance manager, electrical department manager, purchase manager etc.
  • 9. 9 Out of all the brands available in the market which brands do customers prefer and to know other things like: Awareness of Thermax Energy and Environment Engineering Products to Industrial and Commercial Establishments. Which brands do they prefer to use. What kind of preference they give while purchasing a product. What's the customer satisfaction level of products What type of services do they expect? What's the customer's strong reason for being loyal towards particular brand's products? What kind of preference they give to price while purchasing a product. All this information, which is collected, will help in analyzing the market situation related to Thermax Product and to increase sales of by modifying marketing plans according to market situation Thermax is closely associated with the Manufacturing Industry across the world. Thermax offers products, systems and solutions in energy and environment engineering to industrial and commercial establishments around the world. Its business expertise covers heating, cooling, waste heat recovery, captive power, water treatment & recycling, air pollution control & waste management and performance chemicals. Thermax brings to customers extensive experience in industrial application, and expertise through technology partnerships and strategic alliances. Operating
  • 10. 10 from its Headquarters in Pune (Western India), Thermax has built an international sales & services network spread over South East Asia, Middle East Africa, Russia, UK and the US. It has a full-fledged ISO 9001: 2000 and ISO 14000 accredited manufacturing setup. As a Chemical engineer I have great interest in industrial sector. The arrival of most international industrial giants in India has set the stage for an exponential growth. At the same time, the arrival of new and contemporary models has stimulated growth of industries in India and is now finding increasing recognition worldwide. India is making serious efforts to tap the potential in this area
  • 11. 11 COMPANY PROFILE CHAPTER:2 COMPANY PROFILE METRIC is a leading Consultancy firm and carved out a special position for itself as a source for value added research. METRIC was established in 1989, as a partnership firm by Dr. Anand Karandikar and Dr. Ameeta Deshmukh. In 2000 it became a public limited company with a high-powered team of Senior Consultants with long-standing experience in both line marketing and research, supported by consultants and research officers. In 2002 METRIC went international when it franchised its research model MOSTER to worldwide Market Research agencies.
  • 12. 12 MOSTER is now being used in 20 countries around the globe. METRIC provides all support to its international partners including proposal making, questionnaire design, analysis and professional presentation. To assist organizations to implement strategic change for the competitive edge, METRIC began a full-fledged training department. In 2003 METRIC expanded its operations to providing skilled and trained manpower in market research to its partners worldwide. METRIC has its head office in Pune with a modern computerized data processing system and a large library with over 2000 reference volumes. The firm has an all-India data collection network, with branch offices located in Delhi, Bangalore, Ahmedabad, Chennai and field offices in Jamshedpur, Hyderabad and Lucknow. At METRIC, the simple norm used to judge the quality of deliverables is: "Whether our contribution has helped the client to increase sales and/or profitability". METRIC has a diversified and varied team with specializations in: Customer value management Econometrics Direct Marketing Channel Management Psychometric evaluation Statistical Analysis Interpretation Forecasting Business Strategy Corporate Governance . And much more Global Presence:
  • 13. 13 METRIC works with market research agencies in16 countries in applying MOSTER as well as other specialized studies. The franchisees consult METRIC for design of the survey, data analysis and interpretation. PR China Sino Marketing Research Ltd. CBC Marketing Research & Business Consulting Diag Aid Marketing Research Kenya Research Solutions Ltd. Italy Metron S.r.I. Argentina. Leventer Group S DE RL DE CV New-Zealand Key Research & Marketing Portugal Consulmark Bulgaria Market Test Ltd. Germany Psyma Marketing Research Gmbh
  • 14. 14 Canada The Dunvegan Group Indonesia PT DEKA Marketing Research Mexico Market Sciences USA Dimension Research Inc. Brazil Leventer Group S DE RL DE CV Thailand Infosearch Limited Thailand Market Support Co.Ltd. Gulf Countries PAN Arab Research Center Services Metric Consultancy is research based resulting in customer centric solutions - aimed
  • 15. 15 at maximizing their value. METRIC consultants have long 'line' expertise in marketing and selling which are practical and easy to implement. Metric s major contributions are in the areas of Comprehensive channel architecture Direct marketing systems for high value consumer durables Customer value management for increased customer loyalty Overcoming farmers' risk aversion to facilitate technology transfer New product development and new product launch Organizational restructuring for marketing excellence Corporate governance through effective process designs Other Proprietary Models Readership behavior studies Corporate Image Competitive scenario mapping Demand forecasting Tracking market mood through consumer panels
  • 16. 16 Clients: Metric s Proprietary Models 1 ) Monitoring Satisfaction To Ensure Retention (MOSTER) Delight your customers MOSTER is a robust research methodology to diagnose and quantify the path to customer delight. Based on the models of Hertzberg and Noriaki Kano, MOSTER is being used in 22 countries around the world. MOSTER classifies attributes of your product or service into those that create delight and those that if not provided will create dissatisfaction and calculates The ability of an attribute to create satisfaction or delight How well the attribute is rated on a product or brand BPL Whirlpool Cognizant TVS Honda SPIC Rallis Novartis Ranbaxy LML BILT EID Parry Daewoo Thermax Kinetic TI Cycles KSB Pumps Mercedes Benz TATA Steel Bajaj Tempo VSNL TATA Motors BPCL Swaraj Mazda GlaxoSmithKline Cummins Auto TQMS Bank of Maharashtra Hindustan Petroleum Kirloskar Oil Engines Larsen & Toubro Yamaha L&T John Deere HSBC Bank HMT Machine Tools Indian Oil Carborundum Universal ICPA Honda Motorcycles & Scooters
  • 17. 17 Sensitivity of each attribute to effect change in customer perception MOSTER - gives actionable results, which guarantees delight 2) LOCATE LOCATE is a scientific methodology for choosing the BEST city, the BEST area and the BEST location for your retail shop. After marking all possible location, estimation is made about the potential of the area to attract customers through a complex field investigation that includes traffic count, study of arterial roads etc. 3) E- Sat E-Sat identifies how to retain your best employees Because competent people leave if they are dissatisfied Incompetent people do not leave even if very dissatisfied Because good people leave even if satisfied because they want delight at their workplace And only good people can build great companies E- Sat is based on the models of Herzberg and Noriaki Kano, and is being used in 22 countries around the world. 4) A CREDIT RATING INDEX (CRIDA) Provides an objective basis of Credit Volume Establishes tighter process controls for credit management Redeploys your credit resources more profitably Assessment of creditworthiness of market dealers is a complex and challenging task. A dealer's business contains substantial informal resource flows, which are difficult to quantify and inspect. The assessment process is expensive and time consuming because of the large number of assesses.
  • 18. 18 METRIC's model CRIDA is based on the conceptual frame Work that Creditworthiness is a manifest attribute of dealer's business behavior and is closely dependent on his management practices. CRIDA measures a dealer's credit worthiness by collecting authentic and reliable data on various aspects of his business management practices. An index of creditworthiness so constructed to provide authentic & cost effective inputs for future credit management. Aspects of management Practice that are constituent variables for the Index of Creditworthiness (I c/w) 1. Nature of organization 2.Form of organization: 3.Goodwill in the market place 4. Leadership. 5. Owner's age and profile of close family members 6. Relationship with bankers. 7. Composition of working capital 8. Trend in business 9. Efforts at sales promotion This list is only illustrative. It is expanded and refined through initial qualitative study & discussions with the client. A combination of direct survey and observation based methodology is employed for data collection. CRIDA also estimates the volume of credit that can be extended by estimating the dealer's Sales Potential, Brand Commitment to Company and past history regarding his financial transactions with company. CRIDA helps in evaluating and developing better Credit policies for your company. 5) De Matrix - For effective Dealer Management
  • 19. 19 A model to segment dealers and for channel development. In India today, there is a great diversity in the nature of dealers. Without a clear strategy dealers could develop a very short term view of their relationship with the company and adopt 'street smart tactics' to gain maximum profits in the shortest possible time. With DE MATRIX Dealers are segmented so that specific need identification can be done. Dealer development strategies are formulated to fulfill dealer needs in a comprehensive and focused manner.
  • 20. 20 PRODUCT PROFILE CHAPTER 3 PRODUCT PROFILE The key product of Thermax Ltd. Company is an industrial refrigeration system. These refrigeration systems are made, as per the industrial standards Thermax products are the brand in the industrial market. What is a Refrigeration System
  • 21. 21 Refrigeration is defined as the transfer of heat from a lower temperature region to a higher temperature one. Refrigeration devices that produce refrigeration operate using the vapor-compression cycle (reversed Carnot cycle) or vapor absorption system. Some examples of refrigeration devices are heat pumps, refrigerators, automotive air-conditioners, and residential/commercial air- conditioners. All of these devices have one thing in common, to reduce the temperature of an enclosed environment. The ammonia absorption cycle was one of the first methods employed for the production of refrigeration. The original systems were installed in the early 1800's. Ferdinand Carrie, Paris France, invented a more advanced ammonia absorption system in 1850. His original invention consisted of a direct fired generator, a condenser, an evaporator, an absorber, and an aqua ammonia pump, all of which with many improvements remain the principle parts of an ammonia absorption system. The original ammonia absorption system was very inefficient and it was impossible to obtain ammonia liquid at above 90% purity. This made the system difficult to operate as excess water collected in the evaporator, raising the evaporation temperature. At this date however, reciprocating machines had not been developed to the point where they could approach the compression ratios required for low temperature applications and ammonia absorption found its place in the refrigeration industry despite its disadvantages. In the middle thirties, improved ammonia absorption systems were installed which would operate on Waste Steam, Waste Heat, or by Direct Firing with Natural Gas or other gases. These systems employed bubble column design and spray type absorbers and provided ammonia at 99.96% purity for refrigeration duty. This advance in technology, which provided the high purity (commercial grade) ammonia, overcame the major operating problems of the early systems.
  • 22. 22 In the middle thirties, improved ammonia absorption systems were installed which would operate on Waste Steam, Waste Heat, or by Direct Firing with Natural Gas or other gases. These systems employed bubble column design and spray type absorbers and provided ammonia at 99.96% purity for refrigeration duty. This advance in technology, which provided the high purity (commercial grade) ammonia, overcame the major operating problems of the early systems. The AAAR AQUA AMMMONIA ABSORPTION REFRIGERATION SYSTEM, as conceived by Lewis Energy Systems Inc. features several new concepts. Among these is an ammonia refrigerant liquid to gas heat exchanger and greater utilization of the rectification column which have further improved the system efficiencies. New and improved control systems are also available to maximize the utilization of valuable heat sources. The GENERATOR-REBOILER is considered to be the heart of the LEWIS AAAR SYSTEM. It receives strong aqua, (preheated in the AQUA HEAT EXCHANGER) as primary feed and also the returns from the DISTILLATION COLUMN. Steam or any other type of heat available heats this strong aqua and DISTILLATION COLUMN return. This causes a part of the ammonia within the aqua to be vaporized. This vapor flows to the DISTILLATION COLUMN entering below the bottom tray. The weak aqua is taken from the low end of the GENERATOR REBOILER and heat exchanged with the strong aqua coming from the STRONG AQUA RECEIVER. The DISTILLATION COLUMN utilizes bubble trays to distill the ammonia (strip it of all of its water vapor). Enough strong aqua is fed into the column at one or two predetermined plates to bring the plates into equilibrium, with the balance directed to the GENERATOR-REBOILER. Pure anhydrous ammonia is fed to the top plate from the AMMONIA RECEIVER which receives condensed liquid ammonia from the AMMONIA CONDENSER. This rectification provides 99.96% ammonia vapor to the AMMONIA CONDENSER.
  • 23. 23 The AMMONIA CONDENSER condenses the vapors from the DISTILLATION COLUMN using primary water. The condensed anhydrous ammonia flows to the AMMONIA RECEIVER. The receiver is sized to provide surge for ammonia volume variations caused by load changes in the system. Two REFLUX PUMPS (100% spare) are employed to pump liquid NH3 from the AMMONIA RECEIVER to the top tray of the DISTILLATION COLUMN. If the CONDENSER is high enough in the structure these pumps can be eliminated. Ammonia is fed to the EVAPORATOR at the pressure which corresponds approximately to that of the ABSORBER pressure and vaporizes as it absorbs heat from the cooled liquid or process gas. The ammonia vapor from the EVAPORATOR flows to a LIQUID/SUCTION HEAT EXCHANGER where it is used as an exchange medium with the liquid ammonia from the AMMONIA RECEIVER thus heating the leaving vapor and cooling the incoming liquid ammonia. The heated ammonia gas from the LIQUID/SUCTION HEAT EXCHANGER flows directly to the ABSORBER which is maintained at a slightly lower pressure than the EVAPORATOR. The ammonia vapor is absorbed into the weak aqua which has been cooled in the AQUA HEAT EXCHANGER. This weak aqua is fed into the spray area at the ammonia vapor is directed into the side of the ABSORBER. The unique ABSORBER has no static head penalty and responds rapidly to load fluctuations. When weak aqua and anhydrous ammonia gas combine, heat is generated. This heat of absorption must be dissipated. The AAAR SYSTEM cascades the water from the outlet of the AMMONIA CONDENSER to the tube side of the ABSORBER. It is also feasible to use primary water on the CONDENSER and the ABSORBER to obtain higher
  • 24. 24 operating efficiencies by reducing the required ABSORBER surface. This also reduces the input heat requirement in the GENERATOR-REBOILER.The strong aqua from the ABSORBER flows to a STRONG AQUA RECEIVER which is sized to provide for any strong aqua flow variations occurring within the system during load variations. The strong aqua from the STRONG AQUA RECEIVER is pumped through the AQUA HEAT EXCHANGER by the AQUA PUMP. Two AQUA PUMPS are usually installed (one acting as a 100% spare.) The pump drives can be electric, air turbine, steam or gas engine. These AQUA PUMPS are horizontal centrifugal type. The pumps are the only moving part within the LEWIS AAAR SYSTEM and require minimum maintenance. As the strong aqua leaves the AQUA PUMP it is directed through the AQUA HEAT EXCHANGER which may be either double pipe or shell and tube. This HEAT EXCHANGER is critical to the economic operation of the AAAR SYSTEM as it utilizes a large amount of heat that might normally be wasted. The strong aqua from the AQUA HEAT EXCHANGER goes to the DISTILLATION COLUMN and on to the GENERATOR-REBOILER. The weak aqua from the GENERATOR-REBOILER is cooled in the AQUA HEAT EXCHANGER to within 20 to 30 degrees of the temperature of the strong .aqua from the STRONG AQUA RECEIVER.
  • 25. 25 The LEWIS AQUA AMMONIA ABSORPTION REFRIGERATION SYSTEM is made completely automatic with the recommended control system consisting of the following 1. DISTILLATION COLUMN REFLUX CONTROL A temperature controller (TIC) utilizes thermal elements located in the vapor line from the DISTILLATION COLUMN and in the AMMONIA RECEIVER. This controller controls the temperature of the vapor to the AMMONIA CONDENSER. 2. WEAK AQUA FLOW TO ABSORBER
  • 26. 26 A flow transmitter is installed in the vapor line from the evaporator and weak aqua line to the ABSORBER for transmitting differentials to a ratio flow controller. The flow of weak aqua is controlled automatically to maintain a constant pressure in the ABSORBER. 3. GENERATOR-REBOILER LEVEL CONTROL A level control located on the GENERATOR-REBOILER balances the flow of strong aqua entering to weak aqua leaving the REBOILER. 4. AMMONIA CONDENSER PRESSURE CONTROLLER A pressure controller for the AMMONIA CONDENSER and DISTILLATION COLUMN pressure control with transmitter. 5. GENERATOR-REBOILER TEMPERATURE CONTROL A temperature controller operates a modulating steam or fluid control valve to control the flow of heat to the GENERATOR-REBOILER. The condensing pressure and GENERATOR-REBOILER pressure is set by cooling water flow and water temperature to the AMMONIA CONDENSER. This temperature and pressure also determines the concentration of weak aqua produced. 6. TEMPERATURE AND PRESSURE RECORDER INDICATOR A temperature and pressure indicator recorder either for recording or indicating the temperature and pressure at the points required. 7. HOT GAS FALSE LOAD CONTROLLER
  • 27. 27 A pressure controller sensing evaporator pressure operates a control valve in the ammonia gas line from the DISTILLATION COLUMN to the EVAPORATOR to maintain a desired pressure and temperature in the EVAPORATOR. 8. HIGH LEVEL ALARMS AND LOW LEVEL ALARMS Low and high level alarms are installed on the vessels as indicated. The LEWIS "AAAR" SYSTEMS are available in sizes from a minimum of 150 TR (1,800,000BTU/HR) at -60°F to 5,000 TR (60,000,000 BTU/HR) at +20°F. Most systems would employ shell and tube CONDENSERS and ABSORBERS however; EVAPORATIVE CONDENSERS and EVAPORATIVE COOLED ABSORBERS can be furnished. AIR COOLED CONDENSERS and ABSORBERS can also be furnished. Various methods can be used for supplying the water requirements of the CONDENSER and ABSORBER other than series flow. Parallel flow can be used to reduce the ABSORBER size and the heat input to the system. With the parallel flow system a small water temperature rise can be employed and the water used elsewhere in the plant. ADVANTAGES OF LEWIS "AAAR" AQUA AMMONIA ABSORPTION REFRIGERATION SYSTEM ECONOMICAL OPERATION For economic justification a LEWIS "AAAR" SYSTEM can be supplied with waste BTU's. Any source of heat can be utilized including low pressure steam, hot oil, hot process streams, stack gas, process gas, etc. Table 1 indicates the temperature levels obtainable. 1) LOW MAINTENANCE Since pumps are the only moving parts, total maintenance costs are much less than comparable reciprocating or centrifugal compression systems. Total maintenance cost is expected to be less than 10% of a comparable compressor system.
  • 28. 28 2) MAXIMUM RELIABILITY The LEWIS "AAAR" SYSTEMS are installed with 100% spare pumps offering a comparison to centrifugal and reciprocating systems that have a spare compressor-motor train. The system cannot be damaged by Liquid Slugging" or process "Overloads." 3) LOW COST INSTALLATION The LEWIS "AAAR" SYSTEM is installed outdoors and requires minimal space. A typical 1500 TR system requires less than 2,000 square feet of ground space. 4) LOW NOISE LEVEL The LEWIS "AAAR" SYSTEM is extremely quiet in operation. Noise levels are well within OSHA standards and generally in the 85 dba area. 5) COMPLETELY AUTOMATIC OPERATION The LEWIS "AAAR" SYSTEM is fully automatic and requires only minimal attention. 6) OPERATIONAL FLEXIBILITY The LEWIS "AAAR" SYSTEM operates automatically from 0% to100% load with minimal loss of efficiency. As the load requirement is reduced there is a corresponding linear reduction in the consumption of heat. The system can also operate as a steam condenser, maintaining a constant 100% steam usage regardless of refrigeration load. 7) DESIGN FLEXIBILITY
  • 29. 29 LEWIS "AAAR" SYSTEMS are custom designed for each specific application. Evaporator temperatures down to +60° F are practical. Systems can be designed single stage or two stage for one evaporator temperature, and single stage, two stage or multi-stage for several different evaporator temperatures. 8) OIL FREE REFRIGERATION SYSTEM The EXCHANGERS are 100% efficient at all times as the ammonia refrigeration system is OIL FREE. Thus there is no need to add oil fouling factors to the evaporator design, saving 5 to 10% of the evaporator cost.
  • 30. 30 OBJECTIVE & SCOPE CHAPTER: 4 OBJECTIVES:-
  • 31. 31 To find out the market potential for Ammonia Absorption Refrigeration system. To find companies having expansion plan or future requirements of buying new ammonia absorption refrigeration plant. To find out the level of awareness for ammonia absorption refrigeration system To find out customer loyalty towards company. To forecast the approximate demand for AAR in the next 1-5 year. To find out the most lucrative market segment in which the company could enter. To analyze findings of survey & give suggestions to management about the product.
  • 32. 32 RESEARCH METHODOLOGY CHAPTER: 5 RESEARCH METHODOLOGY AND DATA COLLECTION
  • 33. 33 With the primary objective of the survey clearly defined, the next stage of the marketing plan is the developing of the research plan i.e. developing the most efficient plan for gathering the needed information. The research plan was designed such that it was related to the type of data sources that needed to be used, the type of research approach to be used during the survey, sampling plan and contact methods. DATA SOURCES Primary data and some information about the customer i.e. the plants were used during the research study. The procedure adopted for collection of primary data included interviewing people individually to get a sense of how people feel about the topic in question and to obtain their views regarding the specific topic concerned. RESEARCH APPROACH The primary data collected for the research was obtained through means of a survey carried out of the various customers. The survey method is best suited for the descriptive research as was the case with my project. The survey was carried out to know about the people s knowledge, beliefs, preferences, requirements and some other parameters and to measure these magnitudes. RESEARCH INSTRUMENTS The research instrument used was the Questionnaire The questionnaire basically consisted of a set of questions that were presented to the respondents for their answers. This was far the best method used for
  • 34. 34 the collection of primary data. In the preparation of the questionnaire, care was taken to see that the wording of the questions were as simple as possible and would not cause any strain to the to the respondents in understanding or interpreting of the questions. Also the flow of the questions has been kept in a logical order as was possible. The questionnaire includes open end as well as closed end questions with more emphasis on the closed ended questions. The closed ended questions include both dichotomous i.e. yes / no type and the multiple-choice questions. The primary aim or objective of including the open-ended questions was to obtain the perceptions of the people regarding the industry and how they felt this industry would grow in the coming years. This type of information was of vital importance to us. The pilot survey carried out earlier showed that the there were a couple of questions that were difficult to answer for the respondents and that we were not getting the type of responses we were looking out for, hence these questions were eliminated before the actual survey was carried out and the questionnaire was modified accordingly. SAMPLING PLAN:- The sampling plan is basically related to three issues: 1. Sampling unit-Who is to be surveyed? 2. Sample size How many plants should be surveyed? 3. Sampling procedure How should the respondents to be chosen? It was decided to target a mix of respondents based on the location as well on the convenience. The sample size selected was 110.This figure was good enough representative sample size. The sample size selected was plants from 4 major clusters. (1) Western Maharastra, Gujarat (2) Northern- Punjab, Haryana , Rajasthan
  • 35. 35 (3) Eastern- Uttar Pradesh, Chattisgarh, (4) Southern Andhra Pradesh , TamilNadu, Karnataka This figure was a good enough representative sample size and can be covered in available time for survey. The respondents were chosen adopting the technique of judgment sampling. In this method, one uses judgment to select the sample that would be good prospects for accurate information and as mentioned earlier, it was felt that companies would be the potential customers for Thermax Babcock & Wilcox India Ltd. in the future. CONTACT METHOD: The technique of personal interviewing was employed during the survey in order to obtain the necessary information about the plants. The objective was to get the right person within the concerned organization to give the interview so that all the relevant information that was required during survey would be obtained. COLLECTION OF DATA: After developing the research plan, the next stage that follows in research is data collection phase that is generally most prone to error. With the addresses of plants gather through internet, the next step was to fix the appointment with the concerned person. During these interviews it was observed that most of the people (companies) were a bit reserved about expressing their opinions & revealing certain information. Most of the operators of their plants were very busy to reply .The interview was not meant to follow a strictly rigid pattern in terms of the sequence of questions, but the objective was to have as far as possible a free wheeling interview.
  • 36. 36 These plant operators were reluctant to reveal certain information. Probably they thought that by doing so their shortcoming would be revealed to higher authorities and may be some action will be taken against them. Also they said that even if they expressed their concern for the plant, nothing is going to change, as the person who is supposed to take the decision is some one in the higher authority. Th e research m eth odology adopted for th is project is as follows: Defining the Research objectives Designing the Research Data collection Data Analysis Data interpretation & inferences Conclusion & Recommendation Reporting the research work.
  • 37. 37 DATA ANALYSIS & INTERPRETATION CHAPTER: 6 DATA ANALYSIS AND INTERPRETATION
  • 38. 38 Table1. Places visited during the survey Industry vertical Actual places visited Dairy 4 Pesticide 4 Bulk drug 10 Food processing 2 Ice cream 6 Fisheries 10 GRAPH:1 Actual places visited 0 2 4 6 8 10 12 Dairy Pesticide Bulk drug Food processesing Ice cream Fishries Biotech Series1 INTERPETATION: The above graph shows that survey was mainly concentrated on bulk drug and fisheries. In the survey dairy, pesticide plants, food processing and biotech. Other
  • 39. 39 segments like cold storage, fertilizer plants, petrochemicals and coffee plant are also surveyed. TABLE:2.Preference of the customer while they buy the AAR system GRAPH:2 INTERPRETATION: Attributes No. of companies Less manpower 6 Electricity cost 14 Maintenance cost 7 Simple to operate 4 Few moving parts 2 After sales service 5 No odor nuisance 4 0 2 4 6 8 10 12 14 16 less m anpower electricity cost m aintenance cost Sim ple to operate Few m oving parts Aftersales service N o odournuisance Series1
  • 40. 40 The above graph shows that consumer behavior in these case mainly depend on electricity consumed by refrigeration system followed by maintenance cost, less manpower after sales service and simple to operate. TABLE3: MARKET SHARE OF AMMONIA ABSORPTION REFRIGERATION SYSTEM TO MECHANICAL REFRIGERATION SYSTEM GRAPH:3 SYSTEM No. of companies Ammonia absorption refrigeration system 4 Mechanical Refrigeration system 38 Market share of AAR 4 38 Ammonia absorption refrigeration system Mechanical Refrigeration system
  • 41. 41 INTERPRETATION: The above graph shows that there exits a huge market for AAR .It means that large number of companies can switchover to AAR by understanding advantages over mechanical refrigeration system. TABLE:4 COMPANIES HAVING OPPURTUNITY FOR WASTE HEAT RECOVERY Opportunities No. of respondents Yes 32 No 10 GRAPH:4 INTERPRETATION: Oppurtunities for waste heat recovery 32 10 Yes No
  • 42. 42 As one of the major advantage of AAR over MAR is to use waste heat to run system. 32 companies having opportunity for waste heat recovery, hence these companies can convert to AAR. TABLE5: OVERALL WEIGHTAGES FOR THE FOLLOWING ASPECT WHILE SELCETING REFRIGERATION SYSTEM. Attributes Weightage Product performance 40 Reliability of product 40 Price 20 GRAPH: 5 40 40 20 product performance Reliability of product Price
  • 43. 43 INTERPRETATION: The above graph shows that product performance and reliability of product are equally important in case of refrigeration system. Though price plays crucial role while purchasing equipment but here other aspects are more important. TABLE: 6 AWARENESS ABOUT AMMONIA ABSORPTION REFRIGERATION SYSTEM. Result No. of respondents Yes 26 No 16 GRAPH: Awareness about AAR 26 16 Yes No INTERPRETATION:
  • 44. 44 The above graph shows that 26 respondents aware about AAR and only 16 respondents not aware about AAR. Hence in overall there is good awareness about AAR. TABLE:7 COMPANIES HAVING FUTURE PLANS OF BUYING REFRIGERATION SYSTEM. Result No. of respondents Yes 8 No 34 GRAPH: 6 8 34 Yes No INTERPRETATION:
  • 45. 45 The above graph shows that 8 respondents likely to convert for AAR the companies having old refrigeration system or having expansion plans. TABLE.8KEY DECISION MAKERS Key decision makers 0% 45% 35% 20% Authority Board of Directors General Manager Maintenance / Engineering Department INTERPRETATION: The above graph shows that decision mainly taken by board of directors followed by general manager and maintenance/engineering department. Authority Percentage Board of Directors 45 General Manager 35 Maintenance / Engineering Department 20
  • 46. 46 LIMITATION
  • 47. 47 CHAPTER: 7 LIMITATIONS:- In market research study, the collection of correct data and other relevant materials are required but the data collection depends upon the researchers and the respondents to that data. Hence it is imperative that some drawbacks and limitations are banned to exist in the study. These limitations are 1) Not proper knowledge In some cases I have observed that after asking questions to concerned person, he gives wrong answers the questions and says that he don t know. 2) Non co-operative Respondents Sometimes it happens that even after taking appointment they refuse to meet due to work overload, lack of time or any other reason. In some cases it is happen that respondent denied giving information also some may give purposefully wrong information. 3) Human Factors Sometimes it also happen those researchers ask questions something else and the respondents perceive something else. This happens due to human limitation like behavior, attitude and perception are not stable at all. 4) Area Of Limitation This study was limited to Karnataka and Andhra Pradesh industrial area, but the findings may differ from the other parts of India where I have not visited. 5) Resources
  • 48. 48 To conduct the research one of money resources is Time and Money. However the limitation had been effectively counter balanced as far as possible. But till this limitation may affect the judgments.
  • 49. 49 OBSERVATIONS & FINDINGS
  • 50. 50 CHAPTER: 7 OBSERVATIONS AND FINDINGS The decision maker of respective companies does not easily disclose information about the previous vendors, their pricings, the brand and models of equipments they are using and their needs. It was found that respondents give first preference to the product performance followed by reliability of product and than to the price. The decision makers regarding the product purchase lies in the hand of higher management. Product satisfaction is there for existing refrigeration system but someway or the other they are dissatisfied. Price also plays an important role in the decision making. Name wont help to push the product until continuous follow up is made. Most lucrative segment targeted are bulk drug and fisheries in southern India. The most vital aspects while they purchase refrigeration system are electricity cost and maintenance cost.
  • 51. 51 RECOMENDATION
  • 52. 52 CHAPTER: 8 RECOMMENDATION Existing customers should be provided better response & services so that it would help to get repeat orders and references. Advertisements should be given in the magazines related to AAR. Awareness should be created among the prospective clients. Increase the mobility in the market After sales service should be increased. THERMAX should take step to change its boiler image so that other products can also equally succeed like the boiler. Price should be in accordance with the competitors. Existing customers should be provided better response & services so that it would help to get repeat orders and references. Proper credit facilities are to be provided to customers. There should be proper sales promotion activities are to be taken increase market share.
  • 53. 53 CONCLUSION
  • 54. 54 CHAPTER:9 CONCLUSION After research it was found that there is a good potential market available for THERMAX in the Southern India. There is huge untapped market because relative market share of AAR is still very low. In southern India most of companies are well aware AAR and it s special features. Those companies having expansion plant or old refrigeration system will like to adopt AAR. In coming five to eight years there will be demand in wide refrigeration temperature range of +10 to -70 degree celcius. THERMAX has a good chance to capture the market as the company is having USPs and technology which other companies are not providing.
  • 55. 55 BIBLIOGRAPHY 1. Marketing Management - Philip Kotler ( 11th edition) 2. Marketing Research - M.V. Kulkarni 3. Research Methodology - C.R. Kothari 4. Sales management - Douglas J. Dalrymple, William L. Cron & Thomas E. Decarolo (7th edition) 5. www.thermaxindia.com
  • 56. 56 ANNEXURE
  • 57. 57 Survey of Low Temperature Refrigeration (LTR) application in INDIA (Range 25o C to 70o C) Q1. Nature of your industry 1. Cold Storage 2. Bulk Drug 3. Coffee plant 4. Food processing 5. Pesticide Plants 6. Refineries 7. Ice Cream Making Plants 8. Dairies 9. Fertilizer Plants 10. Meat Processing 11. Petrochemicals 12. Fish Processing 13. Formulation Plant 14. Biotech 15. Malted Food 16. Others (pls. Specify) ___ _____ _________ Q2. Give the marks out of 10 for the following: - (10 marks for the Most Important Attribute & 10 marks for the Most Satisfied for the current equipment) Sr. No. Attributes Importance for you Satisfaction level for the current equipment 1 Requirement of less space 2 Reliability of technology 3 Less manpower is required 4 Less capital cost 5 Less electricity cost 6 Less maintenance cost 7 Simple to install 8 Simple to operate 9 Less startup time 10 Few moving parts 11 Ready availability of spare parts in market 12 After sale service by the supplier 13 Reliability of the product / technology supplier 14 No odour nuisance
  • 58. 58 Q3. Your Overall Satisfaction with the current refrigeration plant is ( /100) Q.4. Details of existing heating equipment (Boilers and Heaters) in your plant Sr. No. Make Capacity (Tonnes per hour - TPH) Fuel used in the heating equipment Pressure (bar or kg/sq. cm) Temperature (deg. Celsius) Cost of steam (Rs/Kg) I II III IV V VI Q.5. Opportunities for Waste Heat Recovery in your plant Sr. No. Source Type (gas/liqui d & compositi on) Temperatur e (deg. Celsius) Quantity (unit as applicable) I Boiler condensate recovery II Exhaust gases from processes III Exhaust gases from DG sets/ Gas Engines IV Jacket Water from DG sets/ Gas Engines V Effluent Discharge VI Flared gas capacity (Specially for the refineries)
  • 59. 59 Q6. Please rate the following sources of information from where you get the information about the refrigerating plant like new technology, consultants, manufacturers, applications etc. (Pls. rate for the past experience and future also.) (Please give marks out of 10. Higher score means source of information used more by you.) Sr. No. Nature of source of information In the past 2 years For the future (next 1 year) I Books and periodicals II Consultants III Other users of refrigeration plants IV Through attending seminars and exhibitions V Internet VI Others (pls. Specify) ___ Q7. Please give your overall waightages for the following aspects while selecting the refrigerating equipment. Sr. No. Aspect Weightage (distribute marks out of 100) 01 Product performance 02 Reliability of the product / technology supplier 03 Price 100
  • 60. 60 Q8. Are you aware of Ammonia Vapour Absorption Machine (AVAM) or Ammonia Absorption Refrigeration (AAR)? Yes No Q9. If the answer to Q8 is YES then please rate AVAM / AAR machines by giving marks out of 10 on the following factors. (For Reliability and Ease of Operation, 10 indicate High Reliability and Ease of Operation. For Purchase Cost, Running Cost and Frequency of Breakdown, 10 indicates lower Purchase Cost, lower Running Cost and lower Frequency of Breakdown) Attributes Ratings (0 to 10) Reliability Ease of operation Purchase Cost Running Cost Frequency of Breakdown *Note : For FO, Please show this to respondents before starting the next questions. Please note the advantages of Ammonia Absorption Refrigeration (AAR) over Compression Method are: - 1. High reliability 2. Lower maintenance costs due to no moving parts except a centrifugal pump 3. Waste steam / heat energy utilization driven technology leading to energy conservation 4. Wide refrigeration temperatures (+10 to -70o C) Q10. In view of above benefits, will you be interested in converting your existing refrigeration plant to Ammonia Absorption Refrigeration (AAR)? 1. Yes 2. No Q11. If Yes, what can be the time frame for carry out this project work? Current Year (2006) Next Year (2007) After 2 Years Q12. Is your organization planning to expand existing refrigeration plant(s) or install new ones in the range of 25o C to 70o C? In the next 1 year in next 2-3 years in more than 3 years No plans
  • 61. 61 Procedure for buying a new or converting the existing compression plant to Ammonia Vapour Absorption refrigeration plant Q13 Do you appoint consultants for procurement of the LTR plants? Yes No Q14 If yes, do you issue a public invitation for the appointment of consultants? Yes No Q15 Do you issue public invitation for selecting the technology supplier? Yes No Q16 Is there a system to shortlist the technology suppliers? Yes No Q17 Do you float the tender for short listed parties? Yes No Q18. Who is the Key Decision Maker for investment in the LTR plant? Name & Designation __ ___ Q19. Who decides on the technology supplier of the LTR plant? Name & Designation __ ___ Q20. Who short-lists on the technology supplier of the LTR plant? Name & Designation __ ___ Q21. Who will supervise the installation of the refrigeration plant? Name & Designation ___ ____________
  • 62. 62 COMPANY DETAILS Q22 Name of the Company : Q23 Name of the group : Q24 Office Address : Q25 Plant locations : Q26 The total sales of your company in the financial year 2005-06 (Rs. Lacs) : Q27 Name of the person : Q28 Designation : Q29 Telephone No. : Q30 Email ID : Q31 Years of experience in this field : Q57. Any suggestions / Comments? __________________________________________________________________ ___________________________________________________________________ __________________________________________________________________ Signature of the respondent___________________________ For official use only: Field Officer: Date of interview: ______________ Checked by: ________________________ Date: ________________________
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