SIP PROJECT - Srijit

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SUMMER TRAINING REPORT ON
BRAND TRACKING
FOR
LLOYD ELECTRIC & ENGINEERING LTD
BY
SRIJIT PAUL CHOUDHURY
58
In Partial Fulfilment for the award of the degree
Post Graduate Diploma in Management
Batch 2014-16
New Delhi Institute of Management
50 (B&C), 60, Tughlakabad Institutional Area, New Delhi-110062
E-mail: placement@ndimdelhi.org Website: www.ndimdelhi.org

SUMMER TRAINING REPORT ON
BRAND TRACKING
LENDING BY
LLOYD ELECTRIC & ENGINEERING LTD
Under The Supervision
Of
MR. SHAHSIKANT BHAGOJI
(SR. MARKETING EXECUTIVE)
Submitted By: Submitted To:
SRIJIT PAUL CHOUDHURY PROF. SHAGUN ARORA

CERTIFICATE

ACKNOWLEDGEMENT
It is my honour to attain my sincere gratitude to Mr. Shashikant Bhagoji for his
guidance, understanding, and patience during my internship at Lloyd Electric. I
would also like to acknowledge my regards to Mr.Rahul Gaur and Mr Joy Nag.
Their mentorship was paramount in providing a well-rounded experience which
will help me to achieve my long term career goals. They also encouraged me to
work as an independent thinker. I would also like to thank the other employees
and my co-interns who not only supported me as friends but also guided and
helped me in doing my project.
An unparalleled gratitude must be extended to my faculty mentor, Prof. Shagun
Arora, (Faculty of New Delhi Institute of Management), under whose genuine
and inspiring guidance, this project could get its present shape in such a limited
range of time. Her tireless commitment, supportand confidence given throughout
the project cannot go under recognized.
Last but notthe least I express my thanks to all the people and friends who always
encouraged me and supported me at all times.
I am also grateful to my parents for providing me the continuous support which
helped me to fight against all odds.

DECLARATION
I, Srijit Paul Choudhury, student of New Delhi Institute of Management Batch
(2014-2016), declare that every part of the Project Report on ‘Brand Tracking
Of Lloyd Electric & Engineering Ltd’, submitted by me is original.
I was in regular contact with my faculty guide and contacted her at regular
intervals for discussing the project.
Date of project submission:
(Srijit Paul Choudhury)
Faculty Mentor’s Comments:
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Date: (Prof. ShagunArora)

Table of Contents
Serial No Title Page No
Project Executive Summary 8
Chapter 1 Introduction To The Consumer Durable Industry
1.1 Introduction
1.2 A Competitive Landscape
1.3 Growth Prospectus
1.4 Key Challenges
1.5 Opportunities
10
11
11
12
13
Chapter 2 Company’s Profile
2.1 Company Overview
2.2 Promoters & Senior Executives
2.3 ProductLine
2.4 Market Segment
2.5 Turnover
2.6 Market Share
2.7 Positioning
2.8 Mergers and Acquisitions
2.9 Revenue Model
2.10 HR practices
15
16
17
19
19
19
20
20
20
21
Chapter 3 Objectives and Methodology
3.1 Problem Statement
3.2 Details of work assigned
3.3 Methodology
3.4 Week wise description of work assigned
24
24
25
25

Chapter 4 Data Analysis 33
Chapter 5 Findings & Conclusions
5.1 Major Findings From The Internship
5.2 Significance of Findings
46
47
Chapter 6 Recommendations & Suggestions
6.1 Brief description of recommendations
6.2 Detailed description of recommendations
49
49
Chapter 7 Annexure
8.1 Questionnaire- Existing Customers
8.2 Questionnaire- Non Existing Customers
55
58
BIBLIOGRAPHY 62

Executive Summary
Lloyd Electric & Engineering Ltd. is one of the major Consumer Durables key
market players & it is consistently printing its foot prints in the market science
the year of its incorporation, 1987. This project report draws attention to the
Consumer Awareness & Adoptability towards the brand LLOYD & is titled
“BRAND TRACKING: STUDY THE CONSUMERS BEHAVIOUR
TOWARDS LLOYD”. My attempt was attained the watchful guidance of my
mentors to help me study thoroughly & gauge the aforesaid market situation.
This exploratory research has been carried out using separate questionnaires
prepared bythe companyforboth EXSISTING and NON-EXSISTING customers
who refers being the sample size of 250. These questionnaires had a set of 18
different socio-economical parameters to fit into. The research methodology
includes QUESTIONAIRES, PERSONAL INTERVIEWS &
OBSERVATION & is done through random sampling.
The responses are analyzed using PIE CHARTS and BAR GRAPHS to give a
clear indication to LLOYD about their products performance in the market and
the interpretation of KKG in the minds ofthe customers. Also, this analysis gives
a clear picture of the income and age wise distribution and preference of buying
CONSUMER DURABLE PRODUCTS.
During the course of my internship I found Lloyd lacks brand awareness. There
are no sales promoter appointed by Lloyd in any of the retail outlets as a result
Lloyd misses out its sales opportunities.

CHAPTER 1:
INTRODUCTION TO
THE CONSUMER
DURABLE
INDUSTRY

1.1 INTRODUCTION
Pre-liberalization the consumer durable industry in India had been dominated by
players suchas ONIDA, LG and GODREJ. However post-liberalization has been
highlighted with the entry of new foreign players such as SAMSUNG, and
WHIRLPOOL
With the change in the market dynamics there has been a change in the consumer
mind-set as well. Consumers have become more and more “BRAND
CONSCIOUS”. They have become choosy while purchasing any product and
there are several parameters which they keep in mind while purchasing the
product.
Thus all the brands now days are not only focusing on the consumers but also
focusing on how to build relations. This can only be done via accurate market
survey of what the customers want. Knowing your customers and “CREATING
NEEDS” is what makes a brand successful in modern times.
With the continuous inflow of disposable income and advancement of
technology, then need for varied consumer durable goods are increasing. This in
turn is leading to a strong competition among other consumer durable brands
available in the nation as well as the price gap between the same consumergoods
of different companies are narrowing down. The rural & urban market of
consumer durables has been growing at an average of 15% p.a.

1.2 A Competitive Landscape
Some of the top consumer durable brands in India are:
 LG
 NOKIA
 PHILLIPS
 SAMSUNG
 SONY
 WHIRLPOOL
 BLUESTAR
 CARRIER
 GODREJ INDIA
 HITACHI INDIA LTD
 SHARP INDIA LTD
 TATA
 TOSHIBA INDIA PVT LTD
 VIDEOCON
1.3 Growth Prospects:
Size of the consumer durables market in India

India is likely to emerge as the world’s largest consumer durable market with an
aggregate consumer spends of $US 13 trillion by 2030 as per a report by Deloitte
titled “India matters: Winning in growing markets”
Fuelled by rising income and growing affordability the consumer durable market
is expected to expand at a CAGR of 14.8% to US $12.5 billion by FY 2015 from
US $7.3 billion in FY 2012. Urban markets account for a major share (65%) of
total revenue in Indian consumer durables sector. In the rural market durables
suchas refrigerators and consumer electronic goods are likely to witness growing
demands in the coming years. From US$2.1 billion in FY 2010 the rural market
is expected to grow at a CAGR of 25% to touch US$6.4 billion by 2015.
1.4 Key Challenges
Among all challenges, it is difficult to control the cost of production, primarily
because of rising inflation. The continuous, year-long supply of raw materials,
and the non-stop production of consumer durables for the full season, is another
production-linked issue which needs to be managed carefully.
Also of vital importance is controlling transportation and logistics costs. Air
Conditioners & Refrigerators are gradually cementing their place in the urban
household in the metros and Tier I cities; however, replicating the same success
in Tier II and Tier III cities is still a struggle as residents in these regions are still
not exposed to these products.

1.5 Opportunities
At the same time, the consumer durables market throws up many opportunities.
Some of them are outlined below:
A. Rising demands: India is a developing country with a continuous rise in
Per capita Income. As a result of the continuous increase in the standard of
living the demand of various consumerdurable goods like Air conditioners
and Refrigerators keep on increasing.
B. Flexible Investment Option: It has been observed that consumers prefer
paying in instalments. They prefer to pay a certain amount of down
payment and the restin instalments. This mode ofpayment is quite suitable
for consumer durable industry as the production period is quite long. The
time taken for production is long enough to recover most of the costs for
producing the product.
C. Incentives from the Government: The government is also keen in
developing this sector of the economy. This is because of the rising
demands and purchasing power of the economy. Thus the Government
provides more incentives for the growth of this sector.
D. Greater FDI: Companies like SAMSUNG, LG have entered the Indian
market and brought in foreign exchange which is good for any country. So
there is scopeformany more foreign companies to enter the Indian market.
E. Employability: As discussed above there is a lot of labour force involved
in this industry so there is a lot of scope of employability. Each company
employs a lot of man power so there is again an opportunity to increase
income and increase the standard of living. Also there is a lot of scopefor
workers to go outof the country in big multinational companies. This again
creates the cycle and leads to the development of the country

CHAPTER 2 :
COMPANY
PROFILE

2.1 COMPANY’S PROFILE
With a true blend of value added engineering, leading edge technology, flexible
production capacity and individual customer satisfaction makes LEEL the
preferred brand supplier for high quality coils and heat transfer products. Since
1989 LLOYD ELECTRIC has evolved into a world class manufacturer by
providing product support that is unsurpassed in the industry.
The Growth Dimensions:
Since 1989 LLOYD ELECTRIC has evolved rapidly and come to be respected
dependable supplier of high quality to Original Equipment Manufacturers of
Heating Ventilation, Air Conditioning and Refrigeration equipment.
The Growing Clout:
Today Lloyd Electric and Engineering Ltd is a publicly traded company with its
headquarters in New Delhi. It is the leading and the largest manufacturer of Coils
/ Heat Exchangers (Fin and Tube Type) in India serving the entire spectrum of
HVAC & R industry in India as well as OEM in North America, Europe, Middle
East and Australia. Lloyd Electric also manufactures Air Conditioners for Indian
Railways, Metro Rail and buses at its Biwadi Factory.
The Global Aspiration:
As part of its global aspiration and encourages by the preference it enjoys among
its international clients Lloyd Electric & Engineering Ltd acquired its Lloyd coils
Europe , Czech Republic in May 2008. With this strategic acquisition the
company has entered the European market thus truly becoming global company.

2.2 PROMOTERS / SENIOR EXECUTIVES OF Lloyd
Managing Director and Chairman - Mr. Brij Raj Punj
Executive Director - Mr. Bharat Raj Punj
Whole Time Director – Mr. Achin Kumar Roy
Whole Time Director & Chief Financial Officer – Mr. Mukat B Sharma
Company Secretary- Ms Anita K Sharma
Other Executives:
Mr. Krishan Laal
Mr. Surjit Krishan Sharma
Mrs. Geeta Ajit Teckchand
Mr. Ramesh Kumar Vasudeva

2.3 PRODUCT LINE
The company has 6 product categories:
a) Air Conditioners
 Window Ac
 Split Ac
 Tower Ac
 Inverter Ac
 Portable Ac
 Cassette Ac
b) LED
 LED Tv
 Sound Bar
c) Refrigerator
 Domestic Refrigerators
 Commercial Refrigerators

2.4 MARKET SEGMENT
Lloyd’s Target Market :
Young Generation -
 Age Bracket - 21-45.
 Income Bracket – Rs 50,000- Rs 1,50,000 and above.

Older Generation -
 Age Bracket – 45-55.
 Income Bracket – Rs 50,000- Rs 1,50,000 and above.
2.5 TURN OVER
As of 2011, Rasna International had a turnover of 3.5 billion (US$58 million).
In 2013 the turnover is INR 100 crores. For Ju-C, Rasna is targeting at achieving
a turnover of INR 400 crores and a market share of 4-4.5 per cent at the end of
three years.
2.6 MARKET SHARE
Lloyd Electric and Engineering Ltd., incorporated in the year 1987, is a Mid Cap
Comp (having a market cap of Rs 952.29cr) operating in Consumer Durables
sector.
Lloyd Electric and Engineering Ltd’s key Products/Revenue include consumer
durables which contributed Rs 869.94cr to Sale value (47.40% of Total Sale),
Heat Exchanger and components which contributed Rs 539.59 cr to Sale Value
(29.38& of TotalSales), Air Conditioners which contributed Rs 425.87 crto Sale
Value (23.20% of Total Sale) for the year ending 31st March 2015.
For the quarter ended 31st March 2015, the company has reported a standalone
sales of Rs 618.31cr , up 63.28% from last quarter sales of Rs 378.67 cr and up
21.07% from last year same quarter sales of Rs 510.69 cr. The company has
reported a net Profit After Tax of Rs 50.05 cr in the last quarter.
2.7 POSITIONING
Even though Lloyd is leaving no stone unturned in marketing its products which
includes advertising online as well as in the cinema halls, experts are of the view
that ‘Smart positioning’ is what the company requires at this point in time.

2.8 MERGERS AND ACQUISTIONS
No recent mergers and acquistions.
2.9 REVENUE MODEL
All the payments are doneat the Dealer Point. The orders are confirmed, cheques
are signed and all necessary transactions take place at the dealer location.
Keeping in mind that Lloyd Electric has just started, this is the appropriate
revenue model, as all the transactions are doneat one go in the presence of all the
concerned people.
2.10 HR PRACTISES
If an organisation needs to be competitive, more productive and economically
sustainable, they will require skilled knowledgeable, innovative workers and a
relatively stable workforce. Implementing the management system and the HR
practices to enhance the employee involvement helps increase the productivity,
quality, and to gain competitive advantage of a workforce strategically aligned
with the company’s goal and objectives. Here in Lloyd electric and engineering
the HR practices are well taken care to improve the skills and the willingness of
the workers to work for the company.
Recruitment and selection:
The company mostly recruits online. The process initiates only when they get the
information from the departments about an empty position. So when there is a

vacancy they move forward for recruitment after the necessary approval from the
required Head of Department.
For fresh positions the company prefers visiting colleges. The company mostly
recruits online from NAUKRI.COM.
Training and Development:
Continuous training and upgrading technical, behavioural and managerial skills
is a way of life in Lloyd Electric and Engineering. It encourages employees to
hone their skills regularly to enable them to face the challenges of the changing
requirements of customers that fit market up and down.
The company right now has its focus more on the service engineers, technicians
and the service staffs. The process of training and development by the company
for these lower level staffs is launched in every 3 to 4 months. Forthe higher level
staffs the company launches once or twice annually.
Employee Motivation:
The company keeps its employees motivated along with the daily works by
conducting various engagement activities like comedymonths. The companyalso
takes good careofthe health and safety of the employees which helps gives higher
level motivation.

SWOT ANALYSIS
Strengths:
Domestic market
High profitability & revenue
Reduced labour costs
Existing distribution & sales network
Weakness:
Investments in research & development
Small business units
Future profitability
Competitive market
Brand portfolio
Future debt rating
Opportunity:
Income level is at a constant increase
Venture capital
New acquisitions
New markets
Threats:
Increase in Labour cost
Tax changes
Growing Competition
Technological Problems

CHAPTER 3 :
OBJECTIVES AND
METHODOLOGIES

3.1 PROBLEM STATEMENT
 To check the level of brand awareness among non-existing customers.
 To check the level of satisfaction & brand adoptability of the existing
customers.
3.2 DETAILS OF WORK ASSIGNED
Market Survey
I had to visit different areas in Bangalore, to conductamarket survey aboutLloyd
Electric. I also had to get questionnaires filled up by the customers. There were 2
types of questionnaires – EXSISTING CUSTOMERS and NON LLOYD
CUSTOMERS. I had to then submit the details of the same to our company.
These references were in turn very useful to us while we went out in the market
to get re-orders.
Customer feedback
Using the questionnaires which were prepared by the company we got an insight
into the minds of the customers regarding their perception of Lloyd. There were
different questions for existing and non existing customers. Using these questions
we could get an insight as to what the customers feel about the products and what
more do they expect from Lloyd Electric.
Idea generation
A lot of new ideas could be developed using the information from the
questionnaires filled up by the customers. The company got a pool of
ideas as to what more would the customers expect from their products.
3.3 METHODOLOGY

This exploratory research is carried out using bothPRIMARY & SECONDARY
data with a sample size of 212 in the city of BANGALORE. We had to conduct
our research on 106 non existing customers and 106 existing customers.
The tools used for analyzing the findings from primary data are TABLES & PIE
CHARTS. For the research work a set of questionnaires were prepared separately
for the new as well as existing customers. The questionnaires were prepared by
the management of the company and there were separate parameters for each.
There were 10 parameters for existing customers while 13 for non existing
customers.
The methods used to conduct my market survey were:
 Questionnaire
 Personal Interview
 Personal Observation
Questionnaires were filled up using PRIMARY data while PERSONAL
INTERVIEW & PERSONAL OBSERVATION were conducted using the
secondary data provided by the company.
SAMPLING:
We were required to conduct our market survey in the high footfall areas of
Bangalore. The following were the areas which we tried to cover in our 2 month
of survey:
 Koramangala
 Mantri mall
 Orion mall
 Phoenix city
 M G road
 Domlur

 Rajajinagar
 UB City
 Electronic City
 Whitefield
SAMPLE MATRIX:
There was a matrix provided to us by the company according to which we had to
conduct our survey. Below is a table depicting the TARGET ACHIEVED by
me during the course of my internship.
MALE
AGE GROUP INCOME GROUP TARGET COMPLETED
21-35 Below 50,000 17
21-35 50,000-1,50,000 18
21-35 Above 1,50,000 16
35-45 Below 50,000 18
35-45 50,000-1,50,000 11
35-45 Above 1,50,000 5
45-55 Below 50,000 16
45-55 50,000-1,50,000 19
45-55 Above 1,50,000 17

FEMALE
AGE GROUP INCOME GROUP TARGET COMPLETED
21-35 Below 50,000 10
21-35 50,000-1,50,000 14
21-35 Above 1,50,000 7
35-45 Below 50,000 10
35-45 50,000-1,50,000 5
35-45 Above 1,50,000 7
45-55 Below 50,000 3
45-55 50,000-1,50,000 3
45-55 Above 1,50,000 6

3.4 WEEK WISE DESCRIPTION OF WORK ASSIGNED
WEEK 1
Work and areas were assigned on a day to day basis. The first 2 days I, had to
wait for the company to finish preparing its set of questionnaires. I was sent a
presentation to go through regarding the products and their specifications. I were
also given a set MATRIX showing a combination of income and age group
according to which I had to get the questionnaires filled up.
Once the questionnaires were ready I was given a list of about 20 areas to be
covered during the course of my internship. These areas were a mix of high end
as well as low foot fall areas where we could meet potential customers.
The areas were as follows :
 Rajajinagar
 Kormangla
 Orion Mall
 Whitefield
 Electronic City
 Mantri Mall
 Pheonix Mall
 MG Road
 Domlur
 Indranagar
 Marthalli
 Hosur Road
 Jayanagar
 BTM layout
 JP Nagar

 HSR Layout
 Commercial Street
 Ulsoor Road
 Shivaji Nagar
 Malleshwaram
 Sarjapur Main Road
 Banarshankari
 Hebbal
 Kundanhalli
I started visiting these areas from week 1. In this week I faced some problems.
The areas were totally new to me and I had to face some language barriers as
well. Many local people could not understand Hindi/English as a result I found
some problems communicating.
In this first week of internship I had a firsthand experience of the market and how
the company uses its logistics. I was under the direct supervision of Mr
Shashikant Bahgogi. I went to oneoftheir major dealers GIRIAS to find out about
the performance of Lloyd. Different managers of different stores had different
opinions. Some were happy with Lloyd’s products while some were not. On
talking to them I found that a majority of them were using Lloyd cassette AC’s
and someofthem were not working. They had complained butno action had been
taken. I realised that Lloyd has a lot of potential and growth as there are a lot of
untapped areas which could be tapped by the company. I met around 68 Non
Lloyd customers during the course of the week and got an insight about their
perception of Lloyd.

WEEK 2
In the second week I went to more GIRIAS outlets and met more 40 customers
to get their view points .During this 2 week of internship I had a complete
knowledge of the logistics of the company. Its lead time is a maximum of 24
hours. Also what I realised that there were no special sales force in any of the
GIRIAS outlets as a result Lloyd looses out on most of its sales to its competitors
like SAMSUNG , SONY , ONIDA , LG etc.
WEEK 3
In the third week of internship I went to a few channel partners, a few existing
and potential customers. It was a continuation of my second week of internship
where my primary task was to gauge the perception of the customers and the
dealers towards the products of Lloyd.
WEEK 4
The fourth week of internship was a bit different from the previous weeks as my
target segment was different from the previous weeks. My target income group
was between Rs 50,000 to Rs 1,50,000 and above Rs 1,50,000.
As my target segment was different I had to use different techniques to get their
perception as it was very evident that they did not have time to spare. So instead
of using questionnaires I had to talk to them regarding the products of Lloyd.
As a market follower Lloyd has to adopt different strategies to create brand
awareness and has to have a stronger promotional mix.

WEEK 5
The fifth week was again a continuation of our fourth week of internship where I
had to reach my specific target, Then I had to wait for my company to send me
the database for the existing customers. The database had a complete list of
information regarding the names, contact numbers , address and which Lloyd
product were they using.
WEEK 6
During the 6th week I had to work on the database provided by the company. I
had to visit their houses before taking their appointments. It was again a bit
different from the previous weeks as this week I had to visit EXISTING
customers. Their view points were different from that of NON-EXISTING
customers. It was a very useful week as I got to know and learn a lot this week.
My approach had to be different towards EXISTING customers as compared to
NON EXISTING customers.
WEEK 7
This week was a mixture of calls and personal visits done. I called up most of
the customers and spoketo them regarding the products. Also I tried to find out
what were the problems they were facing while using the products and weather
any attempt had been made by the company to resolve the issue or not. Also i
had to visit a few elite customers of the company. These customers had to be
given special emphasis so a personal visit had to be made on behalf of the
company.

CHAPTER 4 :
DATA
ANALYSIS

Income wise segmentation of durables owned
MALES
Below 50,000
AC WM LED REF
20 25 22 31
20%
26%
22%
32%
AC
WM
LED
REF

FEMALES
Below 50,000
AC WM LED REF
8 10 6 16
20%
25%
15%
40%
AC
WM
LED
REF

MALES
From 50,000-1,50,000
AC WM LED REF
26 35 30 47
19%
25%
22%
34%
AC
WM
LED
REF

FEMALES
From 50,000-1,50,000
AC WM LED REF
15 18 12 20
23%
28%
18%
31% AC
WM
LED
REF

MALE
Above 1,50,000:
AC WM LED REF
26 22 24 27
26%
22%
24%
28%
AC
WM
LED
REF

FEMALE
Above 1,50,000:
AC WM LED REF
6 4 3 6
31%
21%
16%
32% AC
WM
LED
REF

Most recalled Consumer Durable Brand By Males
Samsung LG Sony Panasonic Bluestar Philips Lloyd Others
66 16 23 6 11 2 1 13
SAMSUNG
48%
LG
12%
Lloyd
1%
SONY
17%
PANASONIC
4%
BLUESTAR
8%
PHILIPS
1%
Others
9%
SAMSUNG
LG
Lloyd
SONY
PANASONIC
BLUESTAR
PHILIPS
Others

Most recalled Consumer Durable Brand By Females
Samsung LG Sony Panasonic Bluestar Philips Lloyd Others
34 14 4 0 1 2 0 5
SAMSUNG
57%
LG
23%
SONY
7%
BLUESTAR
2%
PHILIPS
3%
Others
8%
SAMSUNG
LG
SONY
BLUESTAR
PHILIPS
Others

Mode Of Awareness
TV NEWSPAPAER CINEMA
ADS
ONLINE DELER PEERS
31 11 44 16 64 69
13.19%, 9%
4.60%, 3%
18.72%, 12%
6.80%, 5%
72.23%, 48%
34.15%, 23%
TV
NEWSPAPER
CINEMA ADS
ONLINE
DELER
PEERS

Awareness Of Khusiyon Ki Guarantee In NON-
EXISTING Customers
YES NO
66 136
33%
67%
0%
10%
20%
30%
40%
50%
60%
70%
80%
YES NO
PercentageofResponces
Responses

Key factors while buying a consumer durable
QUALITY WARRANTY PRICE SERVICE BRAND
IMAGE
TECHNOLOGY
123 8 23 14 31 3
60.89%
3.96%
11.38%
6.93%
15.34%
1.48%
QUALITY WARRANTY PRICE SERVICE BRAND IMAGE TECHNOLOGY

Expectation from Lloyd
Service Quality Technology Brand
Image
Warranty Price
40 10 6 19 3 2
SERVICE, 50%
QUALITY, 12.50%
TECHNOLOGY, 7.50%
BRAND IMAGE,
23.75%
WARRANTY, 3.75% PRICE, 2.50%
SERVICE QUALITY TECHNOLOGY BRAND IMAGE WARRANTY PRICE

CHAPTER 5:
FINDINGS AND
CONCLUSIONS

5.1 MAJOR FINDINGS FROM THE INTERNSHIP
 Lloyd is one of the growing brands in SOUTH INDIA.
 It has a lot of untapped market opportunities.
 Lloyd’s main competitors are SAMSUNG, VOLTAS, LG, &
BLUESTAR.
 There is lack of BRAND AWARNESS.
 On an average LEEL has a sale of around 20% in all the GIRIAS stores.
 The flagship product for LLOYD is AIR CONDITIONER.
 Most of the existing customers expect better after sales services from
LEEL.
 People in Bangalore do not know even about the brand which proves scope
for growth.
 The channel partners suggestion is to improve ADVERTISMENT &
SALES PROMOTION.
 There is no sales appointed in the outlets by Lloyd to promote the products
as a result Lloyd looses out footfalls.
 The latest campaign started by Lloyd known as KHUSHIYON KI
GUARANTEE forits after sales service, which requires properexecution.

5.2 SIGNIFIGANCE OF FINDINGS
Although this project was assigned to us in order to collect and collate the data
for the purpose of BRAND TRACKING FOR CONSUMER DURABLE
PRODUCTS and the result’s evaluation was to be done by the company’s
marketing analyst. But on compiling the data I, could analyse some part of it in
terms of certain parameters.
The importance of my findings are listed below:
 This project has clearly given a true picture of LEELs consumer
expectations.
 The questionnaires which the existing customers filled up, gave LEEL a
reality check on the performance of the products and their services & what
the existing customers expect more from their products.
 This project gave LEEL a list of potential customers whom could be
converted to its existing customers.
 The feedbackof these Non-existing customers gave LEEL a poolof ideas
as to how to improve on its products.
 These feedbacks will also give LEEL a pool of ideas for launching NEW
products.
 These feedbacks would also give LEEL an insight into its after sales
service. Lloyd prides itself on its after sales service. So it lays special
importance on KKG scheme.

CHAPTER 6 :
RECOMMENDATION
& SUGGESTIONS

6.1 BRIEF DESCRIPTION OF FINDING &
RECOMENDATIONS
The following is a brief description of my recommendations and suggestions
which LLOYD should keep in mind to implement its current strategies:
 Sales
 Promotions
 During Sales & After Sales Services
6.2 DETAILED DESCRIPTION OF FINDING &
RECOMMENDATIONS
Sales
During this 2 months of internship I, found Lloyd pre-dominantly has a tie up
with only a few ofthe retail outlets in KARNATAKA. On further conducting my
research I found Lloyd does not have a tie up with prime retail outlets like
CROMA, RELIANCE DIGITAL.
Lloyd is relatively new to the consumer durables sectorand it surely lacks brand
awareness as a result it has low conversion of footfalls into sales as compared to
the major market players.
So in order to increase its sales LEELs only possible option is to PUSH its
products into the market by entering into agreement with major retail outlets so
that it can competeat a greater pace with its major competitors like Samsung, LG
and Voltas. But only pushing the brand will not help in full as the competing
industry giants are following both PUSH & PULL strategies.

LEEL lacks in brand awareness so creating a strong pull ‘now ‘n’ here’ on the
potential target is next to impossible & will not be possible by only using cinema
ads as the only pulling vehicle. It will require longer time span, creation of sales
& service standards, maintaining thorough & proper implementation of the
standards undertaken. Which will eventually attain a value & a desired attitude
for the brand Lloyd.
The PUSHING tools used by LEEL are strong distribution network & sales
incentives for retails & distributors. But it’s not enough to capture the major
chunk the target untapped.
There are two main internal lags affecting negatively on sales-
 Absence of sales promoters in outlets of GIRIAS, the main retail partner
 Pricing strategy of GIRIAS threatening other small dealers to keep Lloyd
products
Let’s discuss these points one by one
Absence of sales promoters in outlets of GIRIAS
In Bengaluru Girias is the main retail partner of LEEL. It has a remarkable
presence throughout the city, so, confirming Giras as a partner was a right
decision to take. More over people in Bengaluru is very much habituated with
organised retail & that also adds up a plus point. But the problem lies in the
terms & conditions of Lloyd & Girias. Lloyd does not provide any sales
personnel to promote its product in the dealers premises, as a result of that it
purposefully gets neglected while other brands get promoting support by their
own sales force.

Example –
MR X- I wantto buy an AC. What all brandsdo you have? I wantan affordable
one & that should be durable as well.
Promoter- Hi sir! I’m Y from Samsung. Please come I’ll show you our range of
ACs……...
Mr X- I can see you also have LG, Voltas & Lloyd.
Promoter- You can also look for LG/ Voltas. This is the guy from LG/ Voltas.
He’ll walk you through with LG/ Voltas ACs. Lloyd is a local/Indian brand sir.
You can go for it but I don’t think it’ll serve your purpose.
This way others are killing our sales opportunities. Even above that most of
the outlets have Samsung, LG & other brands on their display panel but not
Lloyds. That also drives down Lloyds CTS (Chances To Be Seen).
On the flip side appointing sales personnel will ensure a hike in the sales support
budget. To get rid of the cost partially I’ve a plan to recommend.
If we look at the graphical representation of Bengaluru’s average temperature,
it’s observed that the level of heat that will generate more sales of ACs, takes
place between the months ofMarch& May. So, if Lloyd appoints part time sales
force to those outlets at this particular time of the year. It’ll surely add profit up
in terms of sales in volume & also will attain a cost saving pathway.
Though training & HR costmay be considered as an issue.

Pricing strategyof GIRIAS
Girias follows HIGH VOLUME, LOW MARGIN practice. It sells at lower rate
of MRP. Girias’s centralised buying policy, higher reach, during & after sales
support& sound brand equity helps it to get maximum number of foot falls than
that of any other retail electronic store present in Bengaluru. That becomes an
issue for other dealers & standalone electronic stores as they cannot afford to
consider the same selling price as Girias. So, they try to avoid stocking Lloyd’s
productthroughout the year or mainly in shoulder seasons. If Lloyd can afford to
pay them a bit higher rate of margin, it’ll definitely have a positive impact on
Lloyd’s market presence as well as market share.
Promotions
The promotional strategies undertaken by Lloyd seems to be relevant according
to the Bengaluru’s Consumer Durables market. But I feel it needs some
amendments.
Lloyd is not going into frontal attack in terms of promotion. It’s not following
the same promoting gestures of the key market players. If it does, the blue chip
players like Samsung, LG will be placing a counter attack by investing a huge
chunk of money in their promotional budget & Lloyd may lag in investing that
much into promotion to bypass that or even if it does, it’ll incur a higher cost.
My recommendation would be promoting vigorously at the suburban areas of
Bengaluru while keeping the promotion at the same current pacein the city.

Other promoting tolls can also be these following sources:
Internet:
Internet is a huge platform for doing promotional activities. As internet provides
the largest coverage than any other promotional media, it’s costaffective & less
time consuming to get the target segment notified about the brand. LEEL is
investing in the internet platform but it’s only done through its official website.
It’d have been more market specific if SOCIAL MEDIA wear a part of
promotional tools. The segment present over FACEBOOK, as an example, is
more informative about brands, so, a successful attempt of promoting LLOYD
through social media would pay better off than any other costly promoting tools.
Any message that carries an emotional content affects us, Indians, very
powerfully. If LEEL makes the same attempt with a TVC having powerful voice
over, it’ll make a better platform form creating awareness.
Outdoor Promotions:
In Bengaluru I’ve not seen a single HOARDING or DROP DOWN. It’s always
a right saying that the thing that shows, that sales. People in the city hardly aware
of the brand. That is also got reflected in my research (Page no. 39 & 40).
During Sales & After Sales Service
As discussed earlier Lloyd doesn’t provide any during sales support in retail
sales as a result of that it misses sales opportunities out. But I’ve seen a very
supportive response in institutional sales.
Lloyd has a unique way of providing after sales service through a scheme called
KHUSHIYON KI GUARANTEE. However this scheme has not meet its
expected success byfar. Many of the customers are still not aware of this scheme
& those who do, most of them refer the scheme is ineffective. The major finding
ofthe research is that even after getting assurance ofgood after sales service most
of the customers complain that, “servicepersonnel doesn’t show up” or “MyAc
outlet is fitted at a placedifficultto reach & the service personnel refuses to do
the service by saying he doesn’t have the tool to reach there.”

CHAPTER 7:
ANNEXURE

8.1 QUESTIONNAIRE- EXISTING LLOYD CUSTOMERS
1. Lloyd products owned:
AC WM LED REF Other
Appliances
2. How has been your experience of using a Lloyd product? Rate from 0 to 10
with 0 being extremely unsatisfactory and 10 being highly satisfactory.
0 1 2 3 4 5 6 7 8 9 10
3. Has your Lloyd productlived up to the promise of KHUSHIYIO KI
GURANTEE?
Yes No
If NO, what is the reason_________________________________?
4. What more do you want out of Lloyd products?
Quality Warranty Price Service Brand
Image
Technology
&
Innovation

5. During you latest visit to an electronic store (in the past 1 year), did the
dealer recommend you a Lloyd product?Please mention the dealer name in
either case
Yes No
Dealer/Store Name_____________________________________
6. Have someone in your social circle (friend/family/colleagues) ever
recommended you a Lloyd product
Yes No
7. Would you recommend a Lloyd productto someone?
Yes No
8. Are you satisfied with Lloyd’s after sales service?
Yes No
If No, then why?________________________________________

9. How will you rate the following brands when it comes to AIR
CONDITIONERS? Rank 1 for best AC brand.
RANK
Voltas
Bluestar
Carrier
Lloyd
Daikin
10. How will you rate the following brands when it comes to other products like
LED’s, Washing Machines and Refrigerators? Rank 1 for best brand.
RANK
LG
Videocon
Onida
Lloyd
Haier
Panasonic
11. Would you like to buy another Lloyd productin the future?
Yes No
If Yes, which product?___________________________________
If No, why?____________________________________________

8.2- QUESTIONNAIRE - NON EXISTING CUSTOMERS
1. Durables owned:
AC WM LED REF
2. Please tell us which brands in Consumer Durables spacecome immediately
in your mind? Write them in order of your recall
1
2
3
4
5
3. On a scale of 1 to 5, please rate how familiar you are with the following
brands:
Never
heard of
Slightly
Familiar
Moderately
Familiar
Fairly
Familiar
Extremely
Familiar
LG
Samsung
Panasonic
Lloyd
Voltas

4. Which of the following products does Lloyd make?
Air Conditioner Washing
Machine
Refrigerator LED Tv
5. Have you seen a Lloyd advertisement recently?
Yes No
6. Which medium do you remember coming across a Lloyd advertisement?
Tv Newspaper Cinema
Ads
Online Outdoor/Hoarding
7. Are you aware of Lloyd’s promise of Khushiyo Ki Guarantee?
Yes No
8. How do you interpret KHUSHIYO KI GUARANTEE? Describe in a few
words.

9. What are the key factors while purchasing a consumer durable product or a
home appliance?
Please rank them in order of importance- 1 being the most important
Quality Warranty Price Service Brand
Image
Technology &
Innovation
10. Would you buy a Lloyd product in the future?
Yes No
11. If NO, then why?
12. During your latest visit (in the past1 year) to an electronic store, did the dealer
recommend you a Lloyd product? Please mention the dealer name in either case.
Yes No
Dealer/Store Name:____________________________________

13. Have someone in your social circle (friend/family/Colleagues) ever
recommended you a Lloyd product?
Yes No
14. Would you recommend a Lloyd productto anyone?
Yes No

BIBLIOGRAPHY
 https://www.google.co.in/maps/place/Bengaluru,+Karnataka/@
12.9539974,77.6309395,11z/data=!3m1!4b1!4m2!3m1!1s0x3ba
e1670c9b44e6d:0xf8dfc3e8517e4fe0
 http://www.lloydengg.com/
 http://www.mylloyd.com/
 http://www.moneycontrol.com/india/stockpricequote/consumer-
goods-white-goods/lloydelectricengineering/LEE
 http://economictimes.indiatimes.com/lloyd-electric-and-
engineering-ltd/stocks/companyid-8604.cms
 http://www.moneycontrol.com/india/stockpricequote/consumer-
goods-white-goods/lloydelectricengineering/LEE

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