Channel effectiveness in rural market

1. ANALYSIS OF THE CHANNEL ACTIVENESS
IN JAGATSINGHPUR
For
Prepared by:
Mr Rajat Subhra Rout
Mr Amrit Kumar Dhal
Mr Pradosh Moharana
Mr Suman Kumar Sahoo

2. 2
Declaration
The present study was undertaken for a detailed study
of the channel activeness of the Hindware in
Jagatsinghpur market. The findings in this report are
original and presented to the decision-makers of the
organization concerned. Though may not be the
absolute truth, but under the limitations of the study,
the findings can be the indicative of a bigger picture
about the Jagatsinghpur market.
By
Mr Rajat Subhra Rout
Mr Amrit Kumar Dhal
Mr Pradosh Moharana
Mr Suman Sahoo

3. 3
Contents
Chapter No. Topic Page no.
1. Introduction 4
2. Methodology 5-6
3. Findings 14-15
Annexure

4. 4
Introduction
Hindware is a bright luminary
in the firmament of modern sanitary world.
In the modern world the human habits and its accessories are getting updated day by day.
Even the sanitary equipment are on the way of the Revolution 4.0. From the 1970
Hindware is paving the bridge between the technological advancement and the human
needs. In 1960 it started its journey from Haryana as “H” Vitreous brand. After getting
itself renowned in the Indian market in 1969 it started operation as HSIL (Hindustan
Sanitary Industries Limited) with the collaboration with Somany Industries.
Now it is the pioneer in Sanitary Industry in Indian market. It has dispersed itself in 42
countries worldwide. The current Human society is being served with Integrated,
Intelligent & Automated bathrooms.
Recently Hindware is recognized among the 300 companies in India while rated amongst
the best 100 small & medium sized companies in the world by the Forbes Magazine. In
2004 they are awarded as the “Business Super brand”. In the year 2007-08 they
received “Mera Brand Award”. They started their first EVOK store in India again they
launched the Italian and Art ceramic tiles in India.
Now a days they are mainly into high class integrated and automated bathrooms and
sanitary products. The market share is really high all over India. Hindware has also
invested heavily in after sales service. Again they are 300 technicians and 24X7 customer
support service. Hindware has 4 manufacturing units with more than 2000 dealers and
15000 retailers helping brand recognition even in remote locations.

5. 5
Methodology
With the primary purpose of this study being to assess the effectiveness of the channels
of the Hindware in the regional market (Jagatsinghpur Market) and the reasons behind
the effectiveness of the channel.
Objectives
1. To know the effectiveness of the Hindware channel.
2. To prepare a comparative study of the product profile of different brands.
3. To know the loopholes of the distributor channel in the Hindware.
4. To understand overall intermediaries attitude of the Retailers, Sub Dealers, Dealers
and the Distributors in the regional market.
5. To understand the recommendation of the Influencers for the brand.
Scope of study
The scope of the present study aimed at understanding several loopholes present in the
channel effectiveness in the regional market:
1. Intermediaries’ Survey
2. Influencers’ survey
Data collection
Data were collected from both secondary as well as primary sources fulfilling our
objectives of study.
In order to get these data, the several following sources were used.
1. Secondary data sources: Informal interactions with the respondents.
2. Primary data sources: Questionnaire survey and observation study undertaken in
regard to the shoppers at various places in the district.

6. 6
Epicenter; The District Magistrate Office
Major shopping destinations in and around The District Magistrate
Office are basically of retail based. These outlets are mostly found in certain
areas like Charchika Bazar, Durga Bazar, College Square, Hata Bazar,
Gandhi Chhak, Kheras Bazar, Bada Bazar & Sana Bazar. The radial distance
covered is 6 Km from the epicenter. The outlets present in this area are
 National Sanitary Agency
 Chandan Sanitary
 B. S Sanitary
 Shree ganesh Ceramics
 Dream Homes
 Prince Sanitary
 Khusi Traders
 Odisha Sanitary
 Sanghamitra Stores
 Oasis tiles and Sanitary
 Metro Sanitary
 Sahoo Traders
 Tarini Traders
 Charchika Bhandar
 Basudev Traders etc

7. 7
Products and Respective Consumptions
Water Closet (Exhibit No 1)
Interpretation
The study reveals that the Indian Commode is widely appreciated in the
Jagatsinghpur market which is available in a price range of 1.2k to 2.5k.
Again the water closet stands second in the intra brand products as the range
is between 3k to 13k.
This suggests that the demand for the low cost water closets are high in the
Jagatsinghpur market. The intra brand sales share of the Intelligent and One
piece product is approximately zero as they are of high value.
The price range is provided below
Product Price Range
Intelligent 98k to 189k
One Piece 9k to 24k
Extended Wall 9k to 23k
Wall Mounted 5k to 23k
Couple Closet 7k to 22k
Water Closet 3k to 13k
Indian Commode 1.2k to 2.5k

8. 8
Wash Basins (Exhibit No 2)
Interpretation
The study reveals that the wall hung simple Basin is widely appreciated in
the Jagatsinghpur market which is available in a price range of 1k to 3k.
Again the Pedestal basin stands second in the intra brand products as the
range is between 3.5k to 19.5k.
This suggests that the demand for the low cost Wash basins are high in the
Jagatsinghpur market. The intra brand sales share of the Intelligent product
is approximately zero as they are of high value.
The price range is provided below
Intelligent 5k to 17k
Half Pedestal 3k to 13k
Pedestal 3.5k to 19.5k
Table top 1.5k to 12.5k
Counter Top Self rimming 2k to 8k
Wall hung Basin 1k to 3k

9. 9
Urinals & Squatting Pans (Exhibit No 3)
Interpretation
The study reveals that the Orissa pan and the Asian Pan share approximately
equal sales share. There is a limited differentiation in the product category.
The squatting pan ranges from 1.5k to 6k.
Again in the category of urinals there is only single product type which
ranges from 1.5k to 32k.
ACU Pan Orissa Pan Asian Pan

10. 10
Cistern(Exhibit No 4)
Interpretation
The study reveals that the PVC cistern has the highest intra brand market
share as it comes within the range of 1k to 1.5k. the designed type cistern
goes for a higher range so it has less share.
PVC 1k to 1.5k
Ceramic 3.8k to 5.4k
Design 1.2k to 2.8k
Other
Products
Showers Kitchen
Mixers
Health
Faucets

11. 11
Market Share of Brands (Exhibit No 5)
Interpretation
This exhibit reveals the market share of the brands as per the number of
product sold during last 3 months. We have interviewed 15 sanitary outlets
which include 11 retail stores, 4 authorized dealers and Six Sub Dealers
Four authorized dealers are
1. Cera & Somany( Dream Homes)
2. Metro Sanitary & Tiles(Prayag & Johnson Pedder)
3. Sahoo Traders (Jaquar)
4. Basudev Traders (Jaquar & Cera)
As per their statements the demand for Hindware products is very less with
comparison to local brands like
 Spykar
 Mosco
 Toyera
 Brilliant
 Sandisco etc.
These products are normally Gujarat based which are engulfing the
Jagatsinghpur market and the reasons are stated in the findings.

12. 12
Market Share of Brands (Exhibit No 6)
Interpretation
This exhibit reveals the influencers give more emphasis on Local products
whereas the Cera leads the market when it comes to an individual brand.
We have interviewed 20 influencers out of which
1. 15 are Plumbers
2. 5 are Plumbing Consultants
Normally the plumbers are referring for the local brands due to the low cost
and the margins they are getting from the brands. But as per the Plumbing
consultants the most accepted brand is Cera.
Again as Jagatsinghpur is a rural market most of the Retailers play the role
of influencer for the customers. So definitely there is a huge demand for
local brands.

13. 13
Types of Construction Projects (Exhibit No 6)
Interpretation
This exhibit reveals the type of project going on in Jagatsinghpur market.
Most of the projects belong to Individual low budget houses for whom the
price of the product matters. Very few number of projects come under the
Premium category who gives priority to quality than price. Again 9% of
project comes under the govt. projects who always go for the less price
quotation.
As a whole 68% projects come under low budget category who always ask
for lower price products. So the Jagatsinghpur market is price oriented rather
than brand oriented.

14. 14
Findings
There is no dedicated Dealer or Distributor of Hindware for in Jagatsinghpur
and the reasons are
 Efficiency of Local Players – There are a number of local players in
Jagatsinghpur market who are giving the product in a very less price
like in 25% less price. Again they are providing product and
delivering in the market without any intermediaries and in time
regularly.
 Price Oriented Market – Normally Jagatsinghpur market is price
oriented rather than brand and this is the reason for the high demand
for local products. Most of the projects are opting for local brands and
the demand for the brands are very low.
 Problems related to Intermediaries – As the demand for Brands is
very low and that to limited so the inventory cost for the stockiest and
the intermediaries becomes very high whereas the local players are
making them free of this burden. They are delivering the product on
demand
 Confusion among the Intermediaries – Hindware has a wide range
of product starting from lower price up to premium products. But the
demand for high end products is very low. If someone is taking the
dealership then he has to invest huge money in stocking atleast a
single piece of each product. Again the cuttack is just 40 kms away
which helps them in getting the branded desired product within 2 to 3
days.

15. 15
 Aggressive marketing of the competitors – The brands like Cera
and Somany, they are giving sub dealership with the purchase of Rs
10,000 to Rs 15,000 product which is not possible for Hindware.
 Lack of Promotion and Incentives – In Jagatsinghpur market the
lack of promotion of Hindware products and the incentive policy for
the influencer are very low which debars them in opting for Hindware.
As the demand is low, no one is ready to take the risk of dealing with
the brand.
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16. 16
Questionnaire
Dear sir/ madam
This survey is taken for the purpose of academic requirements. The information provided
by you will be strictly remaining confidential.
Please cooperate with us by providing the relevant information.
………………………………………………………………………………………………
Name:
Address for correspondence
Tel no. Mobile:
Email:
Occupation ; Retailer / Distributor / Plumber / Consultant
Please put  mark against the appropriate answer:
1. What are the brands you deal with?
2. As per your opinion which brand has the highest market share in Jagatsinghpur
market?
3. What is the reason behind it? (2 points)
4. Which brand you prefer the most?
Quality wise
Price wise
Product range wise
5. How do you rate Hindware?
(Bad / Average / Good)
Reason -
6. What are the drawbacks of Hindware as a product?
7. What are the merits of Hindware?
8. How often the customers order for Hindware?

17. 17
9. Rate the promotion strategy by Hindware with reason?
(Bad / Average / Good)
Reason -
10. Rate the after sales strategy by Hindware with reason?
(Bad / Average / Good)
Reason -
……..Thanks for your valuable time & cooperation……