Hi, I am Navodit Thapa, during my 3rd-semester pursuing an MBA in Marketing at Calcutta Institute of Engineering and Management, Kolkata. I had the opportunity to work as a Trade Marketing Intern at StoveKraft Limited. I was assigned the Research work of Analysis of the brand's presence and its performance against its competitors in the Kolkata Consumer Durables Industry. I had wonderful work experience with the company even though it was only for a month. Here I am Publishing my research project, hopefully, it will be helpful to someone someday. Thank you

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A
Summer Internship
PROJECT REPORT
ON
MARKET RESEARCH AND ANALYSIS
OF
PIGEON (STOVEKRAFT)
Submitted to
Calcutta Institute of Engineering and Management
IN PARTIAL FULFILLMENT OF THE
REQUIREMENT OF THE AWARD FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
In
Maulana Abul Kalam Azad University of Technology
Under the Guidance of
(Prof. Bhagyalaxmi)
Submitted on:
Submitted by: Navodit Thapa
Enrollment Number:
MBA SEMESTER III
BATCH: 2018-2019

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Student’s Declaration
I, Navodit Thapa (Roll/Regis No. 181650710045) hereby declare that
the reports for Comprehensive Project “MARKET RESEARCH AND
ANALYSIS OF PIGEON (STOVEKRAFT)” is a result of my own work and
my indebtness to the other work publications, references, if any, have
been duly acknowledged.
Date: 03.08.19
Place: Kolkata
Student name: Navodit Thapa

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ACKNOWLEDGEMENT
I want to thank several people for their assistance. From the practical study I have
gained the experience and improved my knowledge, it provided me with the
guidelines to perform work in actual situation.
I am thankful to Calcutta Institute of Engineering and Management who gave me
the freedom to choose my desired internship with StoveKraft Ltd.
I am Thankful to
Ms. Rashi Jhunjhunwala, Mr. Subashis Mukherjee, Mr. Snehasish Chatterjee, and
all the sales personnel of the West Bengal branch of Stovekraft Ltd. who helped
me to collect data for this project.
I would also like to thank the channel partners who actively engaged with my
research and gave their precious time to contribute for the project.

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PREFACE
As per the changing business environment and the field survey I have prepared a
report to study the Kitchen Appliances scenario in Kolkata and surrounding
market region.
It was an amazing experience to get exposed to a corporate world with immense
learning at every step of the project and to know about the work culture and how
an organization works.
I have learned the theoretical knowledge which requires for completing this
project. I have also gained knowledge about the Kitchen Appliance industry, as
well as dealer’s behavior.
This project will be helpful to the company to know about the present scenario in
Kitchen Appliance market in Kolkata as well as competitor policy for the same
product.

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EXECUTIVE SUMMARY
The report contains present scenario in Kitchen Appliance selling via dealer’s
channel.
In this report I have been introduced with different views of the dealers and I
have tried to link the theoretical aspect with the practical issues in Kitchen
Appliance market.
The first part includes general information about the industry, objective study,
company, and the second part contains, research methodology, literature review
data collection and interpretations, findings and analysis of the dealers about the
Kitchen Appliance market and conclusion along with recommendations including
bibliography.
Kitchen Appliance industry in India is facing a stiff competition after liberalization
and modernization.
Various foreign companies are getting into Indian Markets to earn a share of new
profits. With increased purchasing power and decreased waiting time, people are
getting more & more attracted towards this segment, they want new technology
with best quality and features. However, there are various factors a consumer
considers during the process of purchase.
Dealers are also attracted towards this segment, with a view to good margin and
services of the company.
The research report contains information collected by field survey in the Kolkata
region.
By visiting various dealers I came to know about the product and their policy of
selling, and views about Pigeon as well as knowledge about Kitchen Appliance
market. I analyzed various challenges and parameters of success which mainly
concern Kitchen Appliance market. I discovered 52 brands including both major
and minor players in the Kitchen Appliance market in Kolkata and surrounding
market region.

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Objectives of the project
The major objectives of this project are as follows:
 To know how things practically work in the corporate world
 To learn to interact with various people in the corporate world
 To understand the importance of brand positioning
 To find out the problem and coming up with a solution
 To comprehend the importance of company-dealer relationship
 To know various details which are important in a company

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CONTENTS
 INDUSTRY OVERVIEW…………………………………………………5
 COMPANY OVERVIEW………………………………………………..9
 COMPANY PROFILE……………………………………………………13
 MARKETING DEPARTMENT………………………………………..15
 ADVERTISING………………………………………………………………21
 DIGITAL MARKETING…………………………………………………..23
 ORGANISTATIONAL STRUCTURE…………………………………24
 COMPANY ANALYSIS………………………………………………….25
 COMPETITOR ANALYSIS……………………………………………...44
 PROJECT DESCRIPTION……………………………………………….52
 OBSERVATIONS……………………………………………………………54
 REFERENCES…………………………………………………………………55
 MARKET AREA……………………………………………………………..56

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INDUSTRY OVERVIEW
India has been registering strong single digit GDP growth, with average rate of 7%
since 2013 and it will be the fastest growing economy over the next five years too. With a
whopping population of over 1.30 billion people, and growing middle class population of over
267 million, the country presents vast opportunities for multitude of products including kitchen
appliances. India has already become world’s third largest economy on PPP method, after
United States and China. Apart from growing economy and middle class, the country is also
witnessing other trends, like increasing urbanization, westernization of lifestyle and growing
number of women in the workforce. These factors make India a favorable market for kitchen
appliances.
According to the report titled “India Kitchen Appliances Market Analysis: Forecast &
Opportunities, 2016-2022”, Kitchen Appliances market recorded strong growth, with a CAGR of
over 13% during review period of 2011-16. The market advanced on the back of rising
disposable income, growing sales infrastructure in the form of specialist stores & e-commerce
players coupled with innovation in kitchen appliances, increasing popularity of modular
kitchens and convenience associated with such appliances. The market is forecast to advance
with a double digit CAGR of 15.41% during estimated period of 2017-22.
During the review period of 2011-2016, each category like Hobs, Blenders, Microwaves, Cooker
Hoods, Food Processors, Toaster, Cookers, Built in Ovens, Electric Kettles, Dishwashers and
Coffee Machines recorded double digit value growth on the back of additional factors like more
customization in kitchen appliances coupled with new launches at wide price points targeting
different income groups, growing energy and performance efficiency of kitchen appliances and
other features like Child Lock, Digital Display, elegant look, easy to clean and automation of
such kitchen appliances. As far as competitive landscape is concerned, kitchen appliances
market is a fragmented market, wherein top five players account for over 45% of the market in
value terms. Besides, e-commerce companies are offering range of kitchen appliances with easy
financing, like low EMI & discounts to generate more sales, which also contributed towards
increased demand. And, the market is projected to reach over USD 7 billion by 2022.

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Major industry players:
Kitchen appliances market in India sees
appliance offerings from across a spectrum of
brands –
large multinationals like Philips, Black+Decker,
Morphy Richards etc.; national brands like
Bajaj, Prestige, Maharaja etc.; large regional
players like Vinod, Butterfly, Laxmi, and a
plethora of local brands. Categories like Mixer-
grinder, Juicer-Mixer-Grinder and Wet grinder
are specific to the Indian market due to their
application in grinding and mixing in the Indian
households. Among kitchen appliances, Mixer-
Grinder is the first category that sees adoption.
This has almost made it mandatory for a brand
to have mixer-grinder in its product portfolio
to improve adoption and presence of the
brand.
Market for highly penetrated categories like
Mixer-grinder is highly fragmented and local
brands contributes significant share of the market. However, factors like increasing brand
penetration, offerings across price segments and replacement of mixer grinders are expected to

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reduce the share of local brands in the Mixer-Grinder market. Early entrants in categories like
hand blender and induction cooktops have captured a large share of the market and nearly
control the retail price point across mass and economy segments.
High value appliance categories like food processor, air fryer and water purifier have offerings
from a handful of national brands.
Some of the regional brands in the market have carved out niche for themselves and are
leading players in those segments. South India, being the largest market for kitchen appliances
sees the presence of some of the largest regional brands like Preethi and Butterfly which have a
significant share in the Mixer grinder and free-standing hobs respectively.
Challenges:
Each industry faces challenges in their
journey to success. With low penetration
across appliance categories in India, kitchen
appliances have potential for growth and
offer immense opportunity for the brands to
grow in the market. Owing to a fragmented
market, higher distribution cost and low
gross margins across core appliance
categories, brand faces challenges to ensure
their sustainability. Few brands have even
entered the market with their own point of
sale to ensure enhanced customer
experience and reduce their channel cost. A
lower channel cost has direct impact on the
gross margin of a brand. Alternatively, brands are focusing on their channel strategy – Omni-
channel presence, exclusivity with an online platform. High market fragmentation has diluted
the market with appliance offerings across price segments. This has limited the profitability of
the category.
Brands are vying for a higher share of the market and in doing so; highly competitive rates are
prevailing wherein brands are cutting on their gross margin. Market for categories like Mixer-
Grinder, Juicer-Mixer-Grinder and Induction Cooktop is observed to be so competition intensive
and fragmented that the brands are able to make a thin gross margin of 15-20% respectively
from these categories. Brands operating in premium segments can drive a gross margin of 5-
10% higher than the brands present in mass and economy segment. Having low margin
categories in the portfolio puts pressure on the net margin for the brand. In order to sustain in
the market, brands have to be present in categories with aspirational value and high margin
categories. In recent years, brands which focus largely on core categories like mixer grinder,
juicer mixer grinder and induction cooktop have introduced cross categories like cookware,
large kitchen appliances to provide a comprehensive kitchen appliance solution. These cross

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categories operate at relatively higher margin and having them in their portfolio, brands are
able to increase their overall gross margin.
SEGMENT GROWTH:
Currently the Cookware market in India is estimated to be in the range of Rs $320 – $360
million out of which Kitchen Accessories market is just about 18 per cent. The market is highly
unorganized with organized players accounting for only 35 – 40 per cent of the market share.
Cookware industry in India has received a major boom in the scenario and is fast growing;
consumers earlier would follow the traditional approach of cooking in terms of the recipes,
vessels and methods etc. As the world is getting smarter and better, people have now started
making new choices and moving towards the modern way of approach. In earlier times, the
cookware used in the kitchen used to acquire a lot of space, it was difficult to handle and was
really heavy. Times changed, various brands in market introduced compact design cookware
especially for small homes, apartments and travelling purposes. This proved to be the best
option for the people who are short on storage space. As the society is changed it has also
helped in the change for the consumption patterns. Now healthy cooking is the new wave
followed by people and it is not only witnessed at households but also followed by various
restaurants across India. The hotels & restaurants are also adapting it and gradually moving
towards the healthy path and changing their food patterns. This wave has touched every part of
India and world across.

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COMPANY OVERVIEW
Stovekraft (ISO 9001:2008 certified) is a public limited
company in the kitchen appliances industry with a projected
turnover of INR 780 Cr in FY 2018-19. Over the years, they
have evolved as an organization, creating masterpieces that
seamlessly blend sophistication and aesthetics with
technology to make even dull household chores in the kitchen
a pleasurable experience. The flagship brands, Pigeon and
Gilma, each have a unique customer proposition and different
go-to-market strategies and are present across the country.
With both its brands, it offers premium kitchen solutions through the wide range of products
including pressure cookers, non-stick cookware; gas and induction cook tops, mixer grinders,
chimneys and hobs among others. It is committed to individual safety as well as social welfare
and providing equal employment opportunities. Currently its human capital consists of over
2,300 dedicated employees. Through relentless efforts, it has carved a niche for itself in the
overseas market as well, garnering extensive global presence across Middle East Kenya,
Uganda, Qatar, Sri Lanka, Fiji, Bahrain, Kuwait, Oman and Tanzania. StoveKraft’s prestigious
clientele also includes Walmart, Big Lots, and Belk in USA. The company has the single largest
manufacturing facility for kitchen appliances in the country in Bangalore and another
manufacturing unit at Baddi, Himachal Pradesh. It's their constant endeavor to enhance
customer delight.
Flagship brands:
Pigeon and Gilma, have enjoyed a market presence of over 13 years and enjoy a high brand
recall amongst customers for quality and value for money.
Under the Pigeon brand company manufactures and retails a wide and diverse range of
affordable (value segment), quality products including pressure cookers, cookware, small
appliances and household utilities (including consumer lighting).
The Gilma brand which is targeted at the semi-premium segment, currently offers a wide range
of products such as chimney, hobs and cooktops.

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COLLABORATIONS AND AGREEMENT:
Brand collaboration
BLACK+DECKER™ collaborates with Stovekraft
Stovekraft limited has entered into a licensing agreement with
BLACK+DECKER™, under which BLACK+DECKER™ licenses
Stovekraft to certain propriety trademarks for the purpose of
manufacturing, distribution, marketing and selling small
domestic appliances.
BLACK+DECKER™ Corporation is a manufacturer of power tools, accessories,
hardware, home improvement products and technology-based fastening system
headquartered in Towson, Maryland, United States.
Market collaborations
Pigeon cookware was the official partner of 2015’s
biggest blockbuster, Prem Ratan Dhan Payo,
starring Salman Khan and Sonam Kapoor. The
Diwali release from Rajashri and Fox Star Studios
has garnered the love of the people and of Pigeon.
Pigeon has previously associated with the popular
cooking reality show, Master Chef India and its
country-wide search for fresh talent in the culinary
arts. All the Chefs in the show can be seen using
Pigeon appliances, demonstrating their ease of use
& quality.

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Manufacturing Facilities:
As of August 31, 2018, Company manufactures 68.61% of
Pigeon and Gilma branded products (in terms of number of
units) at their well-equipped and backward integrated
manufacturing facilities at Bengaluru (Karnataka) and Baddi
(Himachal Pradesh). As of March 31, 2018, the Bengaluru
Facility had an installed annual production capacity of 15
million units, with the capability to manufacture products in
the pressure cookers, non-stick cookware (roller coated and spray coated), LPG stoves, mixer
grinders and induction cooktops categories.
The Baddi Facility (Himachal Pradesh), which is focused on LPG stoves, glass cooktop categories
and has an installed capacity of 1.8 million units per 300 days.
Distribution network:
Company has a dealer network comprising of over 26,000 retail outlets, which are driven
through a sales force of 580 personnel. In addition to independent third-party retail stores,
company has also partnered with major Indian retailers for the sale of the products. Company’s
products are available in retail chains such as Metro Cash And Carry India Private Ltd. Company
has also partnered with e-commerce retailers such as Flipkart India Pvt Ltd and Amazon for the
sale of Pigeon branded products on their portals.
Export business:
Stove Kraft’s products are exported to 12 countries including UAE, Qatar, Bahrain, Kuwait, Iran,
Tanzania, Uganda, Nepal, Philippines, Sri Lanka, the United Kingdom and the Netherlands.
Further, Stove Kraft also supplies their products to retail chains in the United States of America
and also undertake original equipment manufacturing for retail chains in the United States of
America and Mexico under their brands.

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Market share of cooking stoves:
Financials of the company:
Share holding of the company:
Sequoia bought a stake in Stovekraft in 2010, investing Rs50 crore for a significant minority
holding.
In 2013, it invested Rs120 crore more to raise its stake to around 40%. The company had
appointed investment banks Edelweiss and JM Financial to manage its initial public offering
(IPO).
(In Crores) FY14 FY15 FY16 FY17 FY18
Revenue 514.9 506.48 524.79 517.95 534.58

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COMPANY PROFILE
VISION:
To establish Stovekraft as a global brand, known for its values, assertiveness and the acumen to
adapt to an ever-changing environment.
MISSION:
To deliver innovative, user-friendly and superior quality products at best value to the
customers, keeping in mind the prosperity of the company and its stakeholders.
CORE VALUES:
 We recognize that we are in business primarily to satisfy our customers.
 Our performance must ultimately reflect in the increased value of the holdings of our
shareholders.
 We treat its employees and stakeholders with utmost respect and dignity.
 We observe and adhere to the highest standards of ethical corporate behavior.
 We will work as a team to continuously enhance stakeholder value and serve our
customers.

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PIGEON:
The love for cooking has been an art that warms hearts and
homes. From time immemorial, good food and happy memories
have always been a part of every family. At Pigeon, they reflect
this integral thought in all that they do. It is also reflective of
their lifelong commitment to make cooking not just simpler &
easier, but also healthier for a growing generation. The brand’s
journey traces back to 1994, when the enterprising Mr.
Rajendra Gandhi incepted ‘Vardhaman Enterprises’, a
manufacturing unit for kerosene wick stoves and LPG stoves.
Very soon, the brand Pigeon was born and every successive year, a new product category was
added to its growing portfolio. From LPG cooktops to pressure cookers to non-stick cookware &
mixer grinders, a full-fledged range of over 500 innovative products today cater to the needs of
every modern Indian kitchen. Constantly endeavoring to add value through simplicity and
functional superiority, each of the products is a testament of the love for unparalleled
excellence. Today, Pigeon’s varied products continue to win the trust of households,
nationwide. Available across all pin codes of the nation, with a considerable presence in over
25,000 retail stores & all major e-commerce platforms, the brand also exports to 12 countries in
the Middle East & the Indian subcontinent. Pigeon’s holding company, Stovekraft, is over 2500-
member strong today with a strong distributor base that spans the length & breadth of the
country. Over the last two decades, the brand has achieved several landmarks including
becoming the No. 1 cooktop brand & the largest non-stick cookware brand in India. Pigeon is
also the proud innovator of the patented all-in-one super cooker and the screw-less, frameless
& smart range of Infinity glass cooktops. What’s more, the brand is also the recipient of the
coveted ‘iDesign Award’ for its Super Storm Mixer Grinder & has been awarded India’s Most
Admired Brand by White Page International. Going forward, Pigeon stays committed to making
the love of cooking, an easier and enjoyable one. Through intelligent innovation & aesthetic
improvisation, Pigeon aims to reach out to new-age home cooks who love to create faster,
healthier, more delicious meals.

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MARKETING DEPARTMENT
The Marketing Department plays a vital role in promoting the business and mission of an
organization. It serves as the face of your company, coordinating and producing all materials
representing the business. It is the Marketing Department's job to reach out to prospects,
customers, investors and/or the community, while creating an overarching image that
represents your company in a positive light.
Depending on your company, the duties of the Marketing Department may include one or more
of the following:
 Defining and managing your brand. This involves defining who you are, what you stand
for, what you say about yourself, what you do and how your company acts. This, in turn,
defines the experience you want your customers and partners to have when they
interact with you.
 Conducting campaign management for marketing initiatives. Marketing proactively
identifies the products and services to focus on over the course of your sales cycle, and
then produces materials and communications that get the word out.
 Producing marketing and promotional materials. Your marketing department should
create the materials that describe and promote your core products and/or services.
They should be kept up-to-date as those products and services evolve.
 Monitoring and managing social media. Marketing should contribute to, manage and
maintain your social media pages. It should also manage accounts and carefully watch
what’s being posted about you online.
 Producing internal communications. Your employees need to understand your
company, its values, its goals and its priorities. Marketing is often responsible for
employee communications through a newsletter and/or intranet.
 Serving as media liaison. When your company is cited in the media, a member of the
marketing department often acts as spokesperson for your company, or guides
executives in how to respond to media queries.
 Conducting customer and market research. Research helps you define target markets
and opportunities and help you understand how your products and services are
perceived.
 Overseeing outside vendors and agencies. Marketing is typically responsible for
selecting and managing the agencies and vendors who produce marketing materials and
or/provide marketing support. These may include ad agencies, print vendors, PR
agencies or specialists, Web providers, etc.

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Marketing Mix
A marketing mix includes multiple areas of focus as part of a comprehensive marketing plan.
The term often refers to a common classification that began as the four Ps: product, price,
placement, and promotion.
Effective marketing touches on a broad range of areas as opposed to fixating on one message.
Doing so helps reach a wider audience, and by keeping the four Ps in mind, marketing
professionals are better able to maintain focus on the things that really matter. Focusing on a
marketing mix helps organizations make strategic decisions when launching new products or
revising existing products.
The four Ps classifications for developing an effective marketing strategy were first introduced
in 1960 by marketing professor and author E. Jerome McCarthy. Depending on the industry and
the target of the marketing plan, marketing managers may take various approaches to each of
the four Ps. Each element can be examined independently, but in practice, they often are often
dependent on one another.
Product
This represents an item or service designed to satisfy customer needs and wants. To
effectively market a product or service, it's important to identify what differentiates it
from competing products or services. It's also important to determine if other products
or services can be marketed in conjunction with it.
Price
The sale price of the product reflects what consumers are willing to pay for it. Marketing
professionals need to consider costs related to research and development,
manufacturing, marketing, and distribution—otherwise known as cost-based pricing.
Pricing based primarily on consumers' perceived quality or value is known as value-
based pricing.
Place
The type of product sold is important to consider when determining areas of
distribution. Basic consumer products, such as paper goods, often are readily available
in many stores. Premium consumer products, however, typically are available only in
select stores. Another consideration is whether to place a product in a physical store,
online, or both.

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Promotion
Joint marketing campaigns also are called a promotional mix. Activities might include
advertising, sales promotion, personal selling, and public relations. A key consideration
should be for the budget assigned to the marketing mix. Marketing professionals
carefully construct a message that often incorporates details from the other three Ps
when trying to reach their target audience. Determination of the best mediums to
communicate the message and decisions about the frequency of the communication
also are important.
Marketing Mix of PIGEON Brand:
PRODUCT:
Stovekraft Limited is an ISO 9001-2015 certified organization. It manufactures innovative,
efficient and user-friendly products, all of which carry the prestigious ISI certification. They
systematically use statistical process control techniques and practice kaizen, to ensure high
process- capability and reliable quality.
The various product offerings from PIGEON are:
1. Cooking:
 Pressure cookers
 Non-stick cookware

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 Hobs
 Stainless steel cooktops
 Glass cooktops
 Induction cooktops
 Chimneys
2. Food Preparation:
 Electric Kettles
 OTGs
 Sandwich Toasters & Grillers
 Roti Maker
 Mixer Grinder & Juicers
3. Kitchen Utilities:
 Knives
 Choppers
 Scissors
 Steel Bottles
 Flasks
 Slicer & Dicers
4. Home Utilities:
 Ladders
 Mops
 Dustbins
 Irons
 LED & Emergency lights
PRICE:
Building value at affordable prices is part of the mission at PIGEON. All the products aim at
being affordable and PIGEON strives very hard to ensure that the products dominate the
market.
The pricing decisions for the PIGEON products are affected by internal and external factors such
as:

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A. Internal Factors:
1. Cost of Manufacture
2. The objectives of the company
3. The brand image
4. Product life cycle
5. Credit period offered
6. Promotional activities
B. External Factors:
1. Prices of the competitors
2. Expectations of the consumer
3. Government control
4. Economic conditions
5. Channel intermediaries
PLACE:
PIGEON is a well-known brand name in India and has its headquarters base at Bangalore in
Karnataka. Company has presence in 23 states of India and 12 countries across the world.
PIGEON caters mostly to the domestic market.
Company manufactures 68.61% of Pigeon and Gilma branded products at their well-equipped
and backward integrated manufacturing facilities at Bangalore (Karnataka) and Baddi (Himachal
Pradesh). Company has a dealer network comprising of over 26,000 retail outlets, which are
driven through a sales force of 580 personnel for efficient workings. PIGEON has a strong
distribution channel so that its products are easily available in every nook and corner of India. It
has taken help of direct dealers so that it can provide diversified products to its customers
through utensil shops, supermarkets, hypermarkets and discount stores. Company’s products
are available in retail chains such as Metro Cash And Carry India Private Ltd. Company has also
partnered with e-commerce retailers such as Flipkart India Private Ltd for the sale of Pigeon
branded products on their portals. Company also supplies their products to retail chains in the
United States of America and also undertake original equipment manufacturing for retail chains
in the United States of America and Mexico under their brands.

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PROMOTION:
Marketing strategy is a vital division of PIGEON brand and it has launched several campaigns to
retain its positive brand awareness in the consumer market. The company has taken help of
electric and print media and its ads are shown on several television channels, radio, newspaper,
billboards and magazines.
The company has put the special onus on its packaging as each individual unit is packed in full-
color making it look attractive. Manual and cookbook are provided along with the product with
detailed instructions and few recipes to make work easier. PIGEON continuously educates its
customers about its products and how it is advantageous to have a PIGEON product. Apart from
creating awareness about the products, PIGEON also rewards customers for their trust and
loyalty through our various promotions, discount offers and programs.
Company has partnered with oil and gas companies such as Indian Oil, HPCL and BPCL, as a co-
branding initiative and provides cooktops with new gas connection for any of these oil and Gas
companies.
‘Pradhan Mantri Ujjwala Yojana’, has helped Stove Kraft Limited to increase volume sales and
also spread its reach into the country’s interiors.
PIGEON has partnered with movie franchise such as Rajshri Production’s PREM RATAN DHAN
PAYO and popular cooking reality show called MASTERCHEF INDIA to promote the company
brands and its products along with its benefits.

24. 24
ADVERTISING
Advertising is a means of communication with the users of a product or service. Advertisements
are messages paid for by those who send them and are intended to inform or influence people
who receive them.
Four main Objectives of advertising are:
 Trial
 Continuity
 Brand switch
 Switching back
The various types of objectives are:
 Trial: the companies which are in their introduction stage generally work for this
objective. The trial objective is the one which involves convincing the customers to buy
the new product introduced in the market. Here, the advertisers use flashy and
attractive ads to make customers take a look on the products and purchase for trials.
 Continuity: this objective is concerned about keeping the existing customers to stick on
to the product. The advertisers here generally keep on bringing something new in the
product and the advertisement so that the existing customers keep buying their
products.
 Brand switch: this objective is basically for those companies who want to attract the
customers of the competitors. Here, the advertisers try to convince the customers to
switch from the existing brand they are using to their product.
 Switching back: this objective is for the companies who want their previous customers
back, who have switched to their competitors. The advertisers use different ways to
attract the customers back like discount sale, new advertise, some reworking done on
packaging, etc.

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Advertising in PIGEON is basically used for:
 Creating or enhancing goodwill
 Preparing ground for new products
 Creation of demand
 Facing the competition
The advertising mediums used by PIGEON are:
 Flex Boards
 Glow Sign Boards
 In-Store Branding
 POSM – Danglers, leaflets, banners
 One-way vision
 ATL – newspapers ads, radio, hoardings
 Festive
Recommended advertising mediums for PIGEON:
 Certificate of Dealer Recognition
 Canter activity
 Television ads
 Performance awards & certificate by companies
 Public campaigns of brand promotion
 Flyers
 Local events sponsorships and appearances

26. 26
DIGITAL MARKETING
Digital marketing encompasses all marketing efforts that use an electronic device or the
internet. Businesses leverage digital channels such as search engines, social media, email, and
other websites to connect with current and prospective customers.
Digital marketing is the marketing of products or services using digital technologies, mainly on
the Internet, but also including mobile phones, display advertising, and any other digital
medium. Digital marketing channels are systems based on the internet that can create,
accelerate, and transmit product value from producer to the terminal consumer by digital
networks.
Digital marketing techniques used by PIEGON:
 Search engine optimization (SEO)
 Search engine marketing (SEM)
 Pay-per-click advertising (PPC)
 Content marketing
 Social Media Marketing (SMM)
 Affiliate marketing
 Email marketing

27. 27
ORAGNISATIONAL STRUCTURE
S No: Name of the employee Area of responsibility
1. RAJENDRA GANDHI MANAGING DIRECTOR
2. NEHA GANDHI DIRECTOR
3. VENKITESH N CORPORATE PLANNING
4. SUBASHISH MUKHERJEE REGIONAL MANAGER EAST
5. SNEHASISH CHATTERJEE STATE HEAD
6. RASHI JHUNJHUNWALA TRADE MARKETING
7. RATUL DAS AREA SALES MANAGER
8. MAHESH SHARMA AREA SALES MANAGER
9. SWARUP DAS AREA SALES MANAGER
10. SIMPOL ROY SALES EXECUTIVE
11. PANKAJ SHAH
CHOWDHARY
SALES EXECUTIVE
12. AJITESH AUDDY SALES EXECUTIVE
13. SANKAR NANDI SALES EXECUTIVE
14. MD ALAUDDIN SALES EXECUTIVE
15. S.K.SHEHNAWAJ SALES EXECUTIVE
16. RAJESH KUMAR
KUSHWAHA
SALES EXECUTIVE

28. 28
COMPANY ANALYSIS
The following statistics have been made after the analysis and calculation of the
data collected from the market.
PORTER’S FIVE FORCES MODEL:
In his revolutionary article - "Five Forces that Shape Strategy", Michael Porter observed five
forces that have significant impact on a firm's profitability in its industry. These five forces
analysis today in business world is also known as -Porter Five Forces Analysis. The Porter Five
Forces are -
 Threat of New Entrants
 Bargaining Power of Suppliers
 Bargaining Power of Buyers
 Threat from Substitute Products
 Rivalry among the existing players

29. 29
Threat of new entrants: (LOW)
 Pigeon provides cost advantage to their customers on various sizes available in the
market so the threat of new entrants is low.
 New entrants would have to undertake huge capital investment to build out their
network and match the scale of established PIGEON brand.
 Pigeon has evolved from a kerosene wick stove company to a total kitchen solution
provider
Bargaining power of suppliers: (LOW)
 Suppliers are weak as the company has the opportunity to force down input prices and
higher quality inputs
 PIGEON not only has its own manufacturing plant but also the capability of importing
research and development unit so it could threaten to enter the suppliers industry and
make the inputs as a tactic to lower down the prices of the inputs
Bargaining power of buyers: (HIGH)
 When buyers purchase in large quantities the buyer can use their purchasing power as
leverage to bargain for price reductions.
 The switching cost is low so buyers can playoff the supplying companies against each
other to force down the prices
Threat from substitute products: (MEDIUM)
 PIGEON provides different varieties of pressure cooker, pressure handi, super cooker,
etc; therefore the threat of having substitutes is reduced as customers can buy according to
their own preference within the same brand
 Also for the price conscious customers, who might migrate to cheaper, PIGEON, has low
range or the low cost brand variants
Some people might shift to brands like Prestige or Hawkins, but the threat is minimal
Rivalry among the existing players: (HIGH)
 Number of well established players’
 Competitive struggle is fought through price, advertising and promotion spending and
direct selling efforts.
 Many untapped potential markets

30. 30
PEST ANALYSIS:
PEST Analysis (Political, Economic, Social and Technological) is a management method
whereby an organization can assess major external factors that influence its operation in
order to become more competitive in the market.
In the 1967 publication scanning the Business Environment, Aguilar presented the
Economic, Technical, Political, and Social factors as being major influences on the business
environment.
Political factors:
 Government’s tax policy and other subsidiaries for usage of pressure cookers are
favorable to this industry.
 Under the Pradhan Mantri Ujjwala Yojana (PMUY) scheme the Indian Government
initially made a target to provide 5 Crore LPG connections to under privileged women,
which benefitted the company as sales of cooktops increased.
 To put more thrust on ‘Make in India’ drive, the government has increased the basic
custom duty on some key electronic items, which includes LED lamps, one of the product
segments catered to essentially by Kitchen appliances manufacturing companies like Stove
Kraft Limited.
Economic factors:
 In its 28th meeting, the GST Council gave its approval to slash tax rates on over 100 items
that were in the highest 28 per cent tax bracket under the Goods and Services Tax including

31. 31
domestic electrical appliances such as food grinders and mixers & food or vegetable juice
extractor, etc
 It is likely that the increase in the tax burden by 2-3% under GST would be passed on to
the final consumer
 According to the report titled “India Kitchen Appliances Market Analysis: Forecast &
Opportunities, 2016-2022, the market is forecast to advance with a double digit CAGR of
15.41% during estimated period of 2017-22.
 Besides, e-commerce companies are offering range of kitchen appliances with easy
financing, like low EMI & discounts to generate more sales, which also contributed towards
increased demand. And, the market is projected to reach over USD 7 billion by 2022.
Kitchen appliances are gaining popularity due to the rising disposable income and
changing lifestyles of people, which in turn is narrowing the price gap between similar
consumer products offered by different companies
Social factors:
The combination of a turbulent economy and the adoption of sustainable living practices
have made today’s homeowners more eco-conscious and discerning than ever before so
PIGEON focuses on manufacturing eco-friendly designed products that reduce the impact of
the product on the environment.
 Many home appliances manufacturers, as well as the government, have shifted their
focus into saving energy. Thus, they have invested in producing energy efficient appliances.
Many homes have embraced energy efficiency in a bid to save money as well as conserve
energy and the environment. Energy efficient PIGEON appliances are designed to utilize
minimum energy to complete the required work, these appliances can operate under lower
temperature and energy settings, which sustain their functionality until the completion of
tasks. PIGEON has been advising buyers on how the appliances work to save energy. This
guides the consumers on which appliances to buy and how to use them.
 Growth of population and increase in the number of nuclear households resulting in
increase in number of kitchens will continuously produce new opportunities for segment
growth and overall sales.
Technological factors:
 Companies frequently improve products. There are various pressures upon a company to
do so, particularly from competitors, changing customer needs and technology
improvements. PIGEON has also introduced new range of MEADOW chimneys with hassle
free filter-less technology and a very powerful suction to render kitchen smoke free within
no time.

32. 32
 PIGEON has introduced a range of Hard Anodized Cookware that provides extreme
strength & durability for long last lasting culinary experience; the company has also
introduced a range of premium die cast cookware that lets you cook oil-free and also, enjoy
the freedom to use metal spoons for heavy duty Indian cooking.
 PIGEON has introduced a range of SWIFT pressure cooker with a unique one hand
operation feature; the cooker is made with high grade virgin aluminium for high durability;
it cooks faster, saves energy and has a lid with secure locking. It is toxin/stain resistant, non-
food reactive and is suitable for all types of heat sources.
PIGEON has also innovated and patented two of its products –
 All-In-One Super Cooker, which can cook, strain or serve a perfect meal and are
suitable for your new-age lifestyle
 Infinity Gas Cooktops with a sleek, screw-less body that is devoid of any sharp edges,
its jumbo brass burners have been specially created to cook meals quickly and
efficiently. Capable of handling the challenges of elaborate Indian cooking
procedures, the engineering and interchangeable spill trays are made for easy
cleaning and maintenance

33. 33
SWOT ANALYSIS:
SWOT (strengths, weaknesses, opportunities, and threats) analysis is a framework used to
evaluate a company's competitive position and to develop strategic planning. SWOT
analysis assesses internal and external factors, as well as current and future potential.
A SWOT analysis is designed to facilitate a realistic, fact-based, data-driven look at the
strengths and weaknesses of an organization, its initiatives, or an industry. The organization
needs to keep the analysis accurate by avoiding pre-conceived beliefs or gray areas and
instead focusing on real-life contexts. Companies should use it as a guide and not
necessarily as a prescription.
KEY TAKEAWAYS
 SWOT analysis is a strategic planning technique that provides assessment tools.
 Identifying core strengths, weaknesses, opportunities, and threats lead to fact-based
analysis, fresh perspectives and new ideas.
 SWOT analysis works best when diverse groups or voices within an organization are free
to provide realistic data points rather than prescribed messaging.

34. 34
SWOT analysis on PIGEON
Positive Negative
Internal
Strengths
 Good brand image in kitchen appliance
industry
 Prices of products ranges in all income
group
 Favorable customer review
 Compatible workforce
 Wide distribution network all over the
country
 Convenient after sale service
Weaknesses
 Unable to reach huge sales volume
 Lack of innovative marketing strategy
been adopted to grab the market
 Faults in products quality
 Less range of products in wide goods
sector
 Less attractive packaging
External
Opportunities
 Scope for growth in the rural market
 New launches can give more benefit
 The trust in company’s products by
valued customers
 The festival season is an opportunity to
target customers with festive offers
 Customers can be persuaded to
purchase bulk packs during the season of
marriage
Threats
 Competitive pressure on the
domestic market
 Wide range of availability of
competitive products
 Unbranded products capturing major
portion of the market
 Threats from competitors in the area
of pricing
 Significant rise in material cost and
exchange fluctuations

35. 35
BCG MATRIX:
The Boston Consulting group’s product portfolio matrix (BCG matrix) is designed to help with
long-term strategic planning, to help a business consider growth opportunities by reviewing its
portfolio of products to decide where to invest, to discontinue or develop products. It's also
known as the Growth/Share Matrix.
The Matrix is divided into 4 quadrants based on an analysis of market growth and relative
market share
1. Dogs: These are products with low growth or market share.
2. Question marks or Problem Child: Products in high growth markets with low market
share.
3. Stars: Products in high growth markets with high market share.
4. Cash cows: Products in low growth markets with high market share
BCG Matrix on Pigeon products:
COOKING HOME
UTILITIES
FOOD PREPARATION KITCHEN UTILITIES

36. 36
Category Contribution in total retail sales
1. Cooking
2. Food preparation
3. Home utilities
4. Kitchen utilities
54%
25%
15%
6%
Cookware
54%
Food
preparation
25%
Home
utilities
15%
Kitchen
utilities
6%
Sales
Home utilities
Cookware
Food preparation
Kitchen utilities
BCG positions through product life cycle
Revenue
Star
Cash Cows
Dogs
Question
mark

37. 37
Product sales according to categories:
1. Cooking:
2. Food Preparation:
30%
22%
2%
9%
15%
21%
1%
0%
5%
10%
15%
20%
25%
30%
35%
Pressure
Cookers
Non-stick
Cookware
Hobs Stainless
steel
cooktop
Glass
Cooktop
Induction
Cooktop
Chimney
Sales
Sales
16%
14%
5%
47%
18%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Electrickettles OTG Roti maker Mixer grinders &
Juicers
Sandwich
toasters &
grillers
Sales
Sales

38. 38
3. Home Utilities:
4. Kitchen Utilities:
2%
6%
2%
28%
62%
0%
10%
20%
30%
40%
50%
60%
70%
Ladders Mops Dustbin Iron LED &
Emeergency
Sales
Sales
10%
33%
10%
22%
8%
17%
0%
5%
10%
15%
20%
25%
30%
35%
Knives Choppers Scissors Steel Bottles Flasks Slicers &
Dicers
Sales
Sales

39. 39
GE Matrix:
The GE matrix was developed by Mckinsey and Company consultancy group in the 1970s. The
nine cell grid measures business unit strength against industry attractiveness and this is the key
difference. Whereas BCG is limited to products, business units can be products, whole product
lines, a service or even a brand. You can plot these chosen units on the grid and this will help
you to determine which strategy to apply.
Advantages
 Helps to prioritize the limited resources in order to achieve the best returns.
 Managers become more aware of how their products or business units perform.
 It’s more sophisticated business portfolio framework than the BCG matrix.
 Identifies the strategic steps the company needs to make to improve the performance
of its business portfolio.
Disadvantages
 Requires a consultant or a highly experienced person to determine industry’s
attractiveness and business unit strength as accurately as possible.
 It is costly to conduct.

40. 40
 It doesn’t take into account the synergies that could exist between two or more
business units.
Industry attractiveness:
Industry attractiveness consists of many factors that collectively determine the competition
level in it. There’s no definite list of which factors should be included to determine industry
attractiveness, but the following are the most common:
 Long run growth rate
 Industry size
 Industry profitability: entry barriers, exit barriers, supplier power, buyer power, threat
of substitutes and available complements
 Industry structure
 Product life cycle changes
 Changes in demand
 Trend of prices
 Macro environment factors
 Seasonality
 Availability of labor
 Market segmentation
Business Unit Strength:
The matrix measures how strong, in terms of competition, a particular business unit is
against its rivals. In other words, managers try to determine whether a business unit has a
sustainable competitive advantage or not. If the company has a sustainable competitive
advantage, the next question is: “For how long it will be sustained?”
The following factors determine the competitive strength of a business unit:
 Total market share
 Market share growth compared to rivals
 Brand strength Profitability of the company
 Customer loyalty
 VRIO resources or capabilities Your business unit strength in meeting industry’s
critical success factors
 Strength of a value chain
 Level of product differentiation
 Production flexibility

41. 41
GE Matrix on PIGEON:
INDUSTRYATTRACTIVENESS
HIGH Pressure
Cookers
Induction
cooktop
Non-Stick
Cookware
Glass Cooktop
Chimney
Hobs
MEDIUM
LED &
Emergency
Lights
Mixer
Grinders &
Juicers
Stainless Steel
Cooktop
Electric kettle
OTG
Sandwich
toaster & Griller
Irons
Slicer and
Dicer
LOW Roti Maker
Choppers
Ladders
Dustbin
Steel bottle
Flasks
Knives
Scissors
HIGH MEDIUM LOW
BUINESS UNIT STRENGTH
INVESTMENT FOR GROWTH
SELECTIVE INVESTMENT
NO INVESTMENT

42. 42
Contribution of each product in total sales:
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%
Pressure Cooker
Non-stick Cookware
Hob
Stainless steel cooktop
Glass cooktop
Induction cooktop
Chimney
Electrickettle
OTG
Sandwich toaster & griller
Roti maker
Mixer grinder & juicer
Knives
Chopper
Scissor
Steel bottle
Flasks
Slicer & dicer
Ladder
Mops
Dustbin
Irons
LED & Emergencylight
Sales
Sales

43. 43
ADL MATRIX:
The ADL matrix by Arthur D. Little is a portfolio management matrix, which helps managers
discern their SBUs strategic position depending upon 2 dimensions -
1. SBU’s life cycle and
2. Competitive position
Each of these dimensions can be further split up into the following categories to better analyze
a firm and accordingly determine the future strategic actions-
Life cycle stages can be
1. Embryonic
2. Growth
3. Maturity
4. Ageing
Competitive position can also be either of the following
1. Dominant
The position of a company falls into this category if it is a clear market leader or has a monopoly
position.
2. Strong
In this case, the company might not be a monopoly but definitely has a strong presence and
loyal customers.
3. Favorable

44. 44
Companies with favorable competitive position usually operate in fragmented markets and no
single one controls all market shares.
4. Tenable
Here each company caters to a niche segment defined by a product variety or segmented
demographically.
5. Weak
In this scenario, the company financials are too weak to gain a strong hold in the market and is
expected to die out within a short span of time.

45. 45
ADL Matrix on PIGEON:
INDUSTRY LIFE CYCLE STAGE
EMBRYONIC GROWTH MATURE AGING
COMPETITIVEPOSITION
DOMINANT
Pressure
cooker
STRONG
LED &
Emergency
lights
Induction
cooktop
Glass
cooktop
Non-stick
Cookware
Mixer
Grinder &
Juicer
FAVOURABLE
Electric
kettle
OTG
Sandwich
toaster &
grille
Irons
Stainless
steel
cooktop
TENABLE
Hob
Chimney
Steel bottle
Mops
Roti Maker
Slicer &
Dicer
WEAK
Ladder
Dustbin
Chopper Knives
Scissors
Flasks

46. 46
ANSOFF MATRIX:
The Ansoff Matrix was developed by H. Igor Ansoff and first published in the Harvard Business
Review in 1957, in an article titled "Strategies for Diversification." It has given generations of
marketers and business leaders a quick and simple way to think about the risks of growth.
Sometimes called the Product/Market Expansion Grid, the Matrix shows four strategies you can
use to grow. It also helps you analyze the risks associated with each one. The idea is that each
time you move into a new quadrant (horizontally or vertically), risk increases.
Market penetration is the safest of the four options. Here, you focus on expanding sales of
your existing product in your existing market: you know the product works, and the market
holds few surprises for you.
Product development is slightly more risky, because you're introducing a new product into your
existing market.
With market development, you're putting an existing product into an entirely new market. You
can do this by finding a new use for the product, or by adding new features or benefits to it.
Diversification is the riskiest of the four options, because you're introducing a new, unproven
product into an entirely new market that you may not fully understand.

47. 47
Ansoff Matrix on PIGEON:
Market Penetration: Market penetration is the name given to a growth strategy where the
business focuses on selling existing products into the existing market.
It is clear from the above definition that market penetration is the strategy where the company
tries to maintain its share in the existing market with its existing products. Having a wide range
of products in the market PIGEON is already following this strategy of market penetration.
Market Development: Market development is the growth strategy where the business seeks
to sell its existing products into new markets. PIGEON has covered almost all the states with its
existing products. As far as the rural market is concerned, it cannot capture with its existing
products due to high price. But PIGEON is trying to focus on online sales & marketing strategy
for their kitchen appliance sales.
Product Development: Product development is the growth strategy where a business aims to
introduce new products into the existing market. The company has launched its pioneered and
patented All-in-one Super cooker, which is compatible with induction cooktops, and will make
the most of the other cookware in the kitchen redundant. The company has also launched
Titanium Hard Anodized Cookware and Granito non-stick set.
Diversification: Diversification is the growth strategy where the business markets new products
in new markets. The new products, which are there in the pipeline, can cover the new market
also with its unique features and reasonable prices.

48. 48
COMPETITOR ANALYSIS
Any person or entity that is in the same industry or a similar industry, or which offers a product
similar to that of another person or entity, is called its competitor. The presence of competitors
make the market competitive, driving down the prices and margins on goods and services, as
the competitors attempt to gain a larger market share by competing on prices i.e. lowering its
prices more than its rival.
The competitive brands present in & outside of Kolkata are:
MAJOR BRANDS MINOR BRANDS
 Prestige
 Hawkins
 Phillips
 Godrej
 Varmora
 Bajaj
 Lloyd
 Daikin
 Jaipan
 Morphy Richards
 AO Smith
 Singer
 Havells
 Orient
 USHA
 Kutchina
 Milton
 Crompton
 Borosil
 Futura
 Luminous
 Eveready
 Faber
 Vinod
 Laxmi
 Sunflame
 Cello
 Pelican
 Symphony
 Maharaja
 Polar
 Standard
 Smart
 National
 Resnova
 Sun-kwik
 Judge
 Jordan
 Diva
 Larah
 Melody
 Clix
 Surya
 Divya
 Panama
 Sujata
 Nirali

49. 49
 Opple
 Wonder Chef
 Ketvin
 Dublin
 Sunshine
Advertising and In-store branding:
The Major rivals brands:
Recommended stores for PIGEON Ad and Branding:
 New Behala Steel  New Laxmi Narayan Bhander
Address: Behala Address: Gariahat
 Sai Gun Emporium  Dhaka Stores
Address: Kalighat Address: Garia
 Variety Bazaar  Metro Cooking Center
Address: Shyam Bazaar Address: Sealdah
7%
20%
32%
13%
11%
17%
0%
5%
10%
15%
20%
25%
30%
35%
PIGEON PRESTIGE BAJAJ HAWKINS PHILIPS HAVELLS
Brands
PIGEON
PRESTIGE
BAJAJ
HAWKINS
PHILIPS
HAVELLS

50. 50
 Kartik Stores  Crockery Center
Address: Hati bagan Address: Esplanade
Shyam Variety Stores  Laxmi Stores
Address: Hati bagan Address: Sealdah
 Capital Electronics  Nanda Lal Pal
Address: Ultadanga Address: Old China Town
 Jay Jagadamba  Annapurna Gift House
Address: Old China Bazaar Address: Uluberia
 A Latif  Euro collection
Address: Esplanade Address: Bazaar Para, Uluberia
 Samrat Enterprise  Jay Maa Kaali Stores
Address: Haltu More Address: Court More, Uluberia
 Gita Gift Emporium  Gas Oven House
Address: Basirhat, Beltala Address: Gandhi More, Kanchrapara
 R.D. Electronics  Kuldeep Mistri
Address: Basirhat Address: Workshop Road, Kanchrapara
 Brohma Nando Basnalaya  Universal Stores
Address: Workshop Road, Kanchrapara Address: Naihati
Major rival brands in each category:
 Cookware : Prestige
 Food preparation : Bajaj
 Home utilities : Phillips
 Kitchen utilities : Milton

51. 51
The Market share of brands:
Inside Kolkata:
Outside Kolkata:
65%
35%
Brands
Major
Local
59%
41%
Brands
Major
Minor

52. 52
Brand research on SPENCERS and BIG BAZAAR:
SPENCERS:
Cookware:
Food preparation:
0% 5% 10% 15% 20% 25% 30% 35%
Prestige
Hawkins
Futura
Wonderchef
Pigeon
other
Brands
Brands
0% 5% 10% 15% 20%
Phillips
Havells
Bajaj
Crompton
USHA
Panasonic
Pigeon
other
Brands
Brands

53. 53
Home utilities:
Kitchen utilities:
0% 5% 10% 15% 20% 25%
Morphy Richards
Phillips
Havells
Panasonic
Bajaj
Pigeon
other
Brands
Brands
0% 5% 10% 15% 20% 25% 30% 35%
Milton
Borosil
Cello
Pigeon
other
Brands
Brands

54. 54
BIG BAZAAR:
Cookware:
Food preparation
0% 5% 10% 15% 20% 25% 30% 35%
Prestige
Futura
Hawkins
Sunkwik
Wellberg
Pigeon
other
Brands
Brands
0% 5% 10% 15% 20% 25%
Koryo
Morphy richards
Phillips
USHA
Bajaj
Pigeon
other
Brands
Brands

55. 55
Home utilities:
Kitchen utilities:
0% 5% 10% 15% 20% 25%
USHA
Koryo
Phillips
Bajaj
Morphy Richards
Pigeon
other
Brands
Brands
0% 5% 10% 15% 20% 25%
Cello
Wellberg
Milton
Borosil
Pigeon
other
Brands
Brands

56. 56
PROJECT DESCRIPTION
Overview:
This project is basically on market research and analysis of PIGEON brand and its products. It
was divided into 4 weeks. The data was collected directly from the dealers from market areas in
Kolkata and also outside Kolkata. So, the analysis was done on the primary data collected from
the market and also secondary data was assembled to explain the theoretical aspect of the
project.
The analysis methods used:
 Porter’s Five Forces model
 PEST analysis
 SWOT analysis
 BCG matrix
 GE Matrix
 ADL Matrix
SAMPLE DESIGN
Sample methods:
I have selected convenient sampling method, which gives a clear idea about my research work,
and provide clear understanding.
Sample size:
In this study of research and analysis, data was collected from 74 dealer outlets in and outside
of Kolkata.
Source of data:
Data refers to information or facts. It includes numerical figures, and descriptive facts,
qualitative and quantitative facts information. The task of data collection begins after a
research problem has been defined and research plan has been decided.
 PRIMARY SOURCES:
The primary data are those that are collected for the first time and thus happen to be
original questionnaire. The information was collected from dealers of the PIGEON
products.

57. 57
 SECONDARY SOURCES:
Secondary data about the company profile and other details were collected from the
company website and through oral discussion with the company personnel
DATA COLLECTION METHODS:
Data collection methods are one of the important parts of the research. For this research I have
selected Questionnaire as Primary sources and books and website of PIGEON as secondary
sources of Data collection with the help of both data analysis of my research work.

58. 58
OBSERVATIONS
 Visual impact of Pigeon products Packaging seems dull in comparison with the other
brands.
Reasons:
-Colors used for design
-Packaging Material
 In-Store branding of Pigeon is rare.
 Shopkeepers do not push Pigeon products towards the unbiased customers.
 Few complaints regarding product quality of Mixer Grinders.
 Complaints regarding quality of service provided.
 Delay in delivery of products after order, causing increase in re-order time gap.
 Few complaints of delay in product replacement solution or repairs.
 Major brands like Hawkins, Prestige, Phillips, etc. provide the stores with certificate of
dealer recognition, which is displayed in store as publicity.
 Perception of Pigeon brand among the dealers is lukewarm or stagnant, they say that
the brand has decent product quality but the priority in product push is less.
 Some shops suffer from over-stocking problem. The amount of stocks they have is
above their ability to sell. Lack of tertiary sales has stopped the payback to the company.
The reason:
- The shopkeepers are not capable of managing their stocks.
- Too much push of products towards the dealers.
 Several larger outlets that deal with large variety of products including white goods have
very little variety of Pigeon products because they prefer brands like Morphy Richards,
AO Smith, Prestige, etc. more.
 Pigeon is more popular among local stores rather than large outlets, although there are
few local stores, which are totally dedicated to the brand.
 There has been loss of goodwill with few dealers due to some service flaws resulting in
them no longer dealing with Pigeon.
 Products like ladders, dustbins, mops and coolers are the least popular in the Kolkata
market.
 Super Cooker and pressure cookers, non-stick cookware, cooktops are the best
performers in the Kolkata market.

59. 59
Market Area
Inside Kolkata Outside Kolkata
 Behala
 Kalighat
 College Street
 Bagh Bazaar
 Shyambazar
 Hati Bagan
 Ultadanga
 Old China Bazaar
 Poddar Court
 Esplanade
 Haltu More
 Garia Hat
 New Market Kasba
 Ballygaunge Kasba
 Garia
 Chandhni Chowk
 Sealdah
 Uluberia
 Byabhla
 Basirhat
 Kanchrapara
 Naihati

60. 60
REFERENCES
 The Stovekraft Pigeon Kolkata office personnel
 Pigeon Kolkata Area Sales Managers
 Pigeon Kolkata Area Sales Executives
 The dealers in the market
 Stovekraft official website
 The company catalogue
 Blogs, research materials and other websites searched from
www.google.co.in