Brand Devlopmentstrategy

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ZEETA ELECTRICALS AND

ENGINEERING PVT.LTD

In partial Fulfillment of M.B.A. Programme of Gujarat Technological University,

Ahmedebad

Submitted By: Guided By:

Hitesh J. Thanki Mr. Shantanu sir

Enrollment No.:107110592039 (Faculty of JKPIM)Batch: 2010-2012

Submitted To:

DR. J.K.PATEL INSTITUTE OF BUSINESS MANAGEMENT

Affiliated To:

GUJARAT TECHNOLOGICAL UNIVERSITY, AHMEDABAD

JUNE-JULY 2011



DECLARATION

I, the undersigned, Mr. HITESH J. THANKI, the Student of DR. J.K.PATEL INSTITUTE OF

BUSINESS MANAGEMENT here by declare that this summer internship project on “A MARKET

RESEARCH ON BRAND DEVELOPMENT STRATEGY” is the result of my own efforts and the same

has not been submit ted to any other organi zation for any purpos e.

Place: Ahmedabad

Date:

Hitesh j. thanki



Dr. J. K. Patel Institute of Management

CERTIFICATE

This is to certify that Mr/Ms____________ & Mr/Ms____________, students of

Master of Business Administration (Batch 2010-2012) at Dr. J. K. Patel Institute of

Management, Vadodara have undertaken a Project Titled “_____________” in

partial fulfillment of 2 years full time MBA programme of Gujarat Technological

University, Ahmedabad. The Summer Internship Project has been undertaken

under the guidance of Prof.___________, faculty of Dr. J. K. Patel Institute of

Management.

This is also to ascertain that this project has been prepared only for the award of

Master of Business Administration degree and has not been submitted for any

other purpose.

Prof. Dr.Abhijeet Chatterjee

Faculty Guide Director

Date:

Place:





CONTENTS

SR.NO PARTICULARS

PAGE NO.

1 Preface I

2 Acknowledgement II

3 Executive Summary III

4 Industry Overview 1

5 Human Resource Department 15

6 Finance Department 20

7 Production Department 24

8 Marketing Department 29

9 SWOT Analysis 35

10 Research Procedure 39

11 Data Analysis 44

12 Research Findings 55

13 Suggestions 58

14 Conclusion 60

15 Bibliographies 62

16 Annexure 64



PREFACE

“The corporate world counts on zero sum game of bottom line”

Here, my sentences seems rude but it is a reality in today’s business world, though many

institution falls in opposite of this philosophy and may choose a most profitable to them as

well as to the society.

One of them is ZEETA ELECTRICALS PVT. LTD., busy in production of cables lugs,

electrical lugs, copper compression electrical lugs and soldering type tubular cable lugs, which

are having master quality. We can not image today the world without the those products. Now

a days the use of that increasing day by day.

I am one of the luckiest student of Gujarat Technological University because I got the

chance to work with this organization. This project was unique for me because as a trainee I got

so many opportunities to build relationships in corporate world and conquered with business

reality.

This project gave me practical exposure, personal observation of the business and

understanding the behavioral attitude of the people. At the same time, it had also given

learning about business tactics, liaison work and leadership in this industry.

This project focuses on ‘A MARKET RESEARCH ON BRAND DEVELOPMENT STRATEGY

FOR ZEETA ELE. AND ENGINEERING PVT LTD. And also focus on core functional areas like

Human Resource Department, Production Department, Finance Department and Marketing

Department.



ACKNOWLEDGEMENT

A large number of individuals have contributed in undertaking this project. I am thankful

to all of them for their immense help in encouragement.

First of all I am thankful of my college Dr. J.K.Patel Institute Of Business Management .

I remain indebted to Mr. Abhijeet Chetarji (Director) and Mr.Shantanusir (Faculty), of Dr. J. K.

Patel Institute Of Business Management.

I also express my sincere gratitude towards Mr.Amit Bagthalia(ASM of the south

Gujarat), Mr.Prakash Dangar(PRM as well as communication officer) and Ms. Darshini

Ashra(HR Department).

I am thankful of also Gujarat Technological University and Zeeta ele.and engineering.

Which has given me such a grand opportunity.

Owing You

HITESH J. THANKI



EXECUTIVE SUMMARY

Cables and lugs industry is one of the most dynamic industries in India. Before couple of years ago it was unorganized sector but with modern formats cable lugs and metal industry has

been steady especially after the liberalization of the Indian economy and the entry of new

players in the market.

The metal industry makes a useful contribution in growth of Indian G.D.P. In India we

have near to 25300 metal manufacturers are here. This industry is growing with 2.5% growth

rate. As per the report of all Metal Organization of the United Nations INDIA is producing 32%

of total production of world.

Indian cables consist in over 134 countries. In 2009-2010 total production of spices was

4.66 million tones. In 2009-2010 USA was our major consumer as it had imported spices from

India worth Rs. 867.17 crores.

Now a days business are demanding new things every day so the cable lugs industry also

does improvement day by day. There is reason behind growth of this industry and that is

division of innovations. Because of small business all are prefers to purchase cable lugs from

the outside India.

This report also indicated that how a new company can develop the brand and from this

research I have find out that to develop the brand there is also need of good brand

ambassador. I have also found that to develop the brand company should focus on retail stores

because Gujarat is not as forward as some other states are forward. And I also found to develop

the brand company should give schemes in monetary terms to the retailers.

http://en.wikipedia.org/wiki/Food_and_Agriculture_Organization_of_the_United_Nations

http://en.wikipedia.org/wiki/Food_and_Agriculture_Organization_of_the_United_Nations







OVERVIEW

Incorporated as ZEETA ELECTRICAL ENGINEERING PVT. LTD. the company has grown

from a one-man show into a corporation that today does business around the world and

employs approximately 5s00 people. ZEETA is the manufacturer thoroughly addressing your

major concerns: quality, price, availability, ease of doing business, and depth of line. ZEETA

plant is located at Ahmedabad which is one of the leading industrialized cities of India.

ZEETA is a strong domestic and international player in Cable Lugs, Connectors and Butt

Splices which are available in a variety of sizes and shapes. Our products are easy to install in

application. Our strength lies in our most extensive Moulding Technique which we develop at

our production facility . We use quality raw materials and advance technology in our

production. Our experienced engineering professionals and management work force are thekey to our ZEETA Team. We follow international standard quality control norms to ensure high

performance production. Any specialized application products are also manufactured by ZEETA

upon receipt of drawing or sample. The company makes and markets its products through

integrated distribution management. The products are marketed through various distributors,

retailers and also through industrial channel; hence ensuring easy availability at standardized

prices.



ZEETA offers many fine products to customers searching for quality and technical

superiority. We manufacture high precession Cable Terminals, ,Copper Cable Lugs - Single Hole,

Copper Compression Cable Lugs Heavy Duty, Soldering Type Tubular Cable Lugs, Soldering

Type Copper Tubular Lugs Heavy Duty, Soldering Types Copper Tubular Sockets, Compression

Type Copper Tubular Cable Lugs Long Barrel Medium Duty, Crimping Type Tinned Copper LugsInspection/Without Inspection Hole, Copper Compression Cable Lugs - Two hole, Two Hole

Copper Cable Terminal Ends With Extended Palm, Copper Compression Type Four Hole Tubular

Terminal, Four Hole Compression Cable Terminal Ends, Tinned Copper Transformers Cable

Lugs, Tinned Type Tubular Compression Cable Lugs , Heavy Duty Cable Lugs for XLPS

Cables , Marine Grade Battery Cable Lugs , Copper Cable Lugs - Bell Mouthed , Cable lugs -

Narrow Palm , Cable Lugs - N-Series , Cable Lugs - Sealed Palm , Cable Lugs - Standard

Barrel , Cable Lugs - Din 46235 , Crimping Type Copper In Line Connectors , Tinned Type Copper

In Line Connectors , Tubular Type Copper In Line Connectors ( Insulated) , Copper End Sealing

Ferrules , Copper Insulated Ferrules , Twin Cord End Terminal Insulated Ferrules , Crimping

Type Aluminium Lugs , Crimping Type Aluminium Tubular Terminal Ends Long Barrel , Ring Type

Open Close Terminal Ends , Aluminium Crimping In Line Connectors , Ring Type Tinned Copper

Cable Terminal Ends, Insulated Ring Type Terminal Ends

http://jinfo.in/zeeta/copper_cable_lugs.html

http://jinfo.in/zeeta/copper_compression_cable_lugs.html

http://jinfo.in/zeeta/soldering_tubular_cable_lugs.html

http://jinfo.in/zeeta/soldering_type_copper_tubular.html


http://jinfo.in/zeeta/soldering_types_copper_tubular.html

http://jinfo.in/zeeta/compression_copper_tubular_cable.html


http://jinfo.in/zeeta/crimping_type_tinned_copper_lugs.html


http://jinfo.in/zeeta/copper_compression_cable_lugs2.html

http://jinfo.in/zeeta/two_hole_copper_cable_terminal.html


http://jinfo.in/zeeta/copper_compression_type.html


http://jinfo.in/zeeta/four_hole_compression_cable.html

http://jinfo.in/zeeta/tinned_copper_transformers_cable.html


http://jinfo.in/zeeta/tinned_type_tubular_compression.html

http://jinfo.in/zeeta/marine_grade_battery_cable_lugs.html



http://jinfo.in/zeeta/copper_cable_lugs_bell.html

http://jinfo.in/zeeta/cable_lugs_narrow_palm.html


http://jinfo.in/zeeta/cable_lugs_nseries.html

http://jinfo.in/zeeta/cable_lugs_sealed_palm.html

http://jinfo.in/zeeta/cable_lugs_standard_barrel.html


http://jinfo.in/zeeta/cable_lugs_din_46235.html

http://jinfo.in/zeeta/crimping_type_copper_conectors.html

http://jinfo.in/zeeta/tinned_type_copper_connectors.html


http://jinfo.in/zeeta/tubular_type_copper_connectors.html

http://jinfo.in/zeeta/copper_end_sealing_ferrules.html


http://jinfo.in/zeeta/copper_insulated_ferrules.html

http://jinfo.in/zeeta/twin_cord_end_terminal_insulated.html

http://jinfo.in/zeeta/crimping_type_aluminium_lugs.html


http://jinfo.in/zeeta/crimping_type_aluminium_tubular_terminal.html

http://jinfo.in/zeeta/ring_type_open_close_terminal_ends.html


http://jinfo.in/zeeta/aluminium_crimping_line_connectors.html

http://jinfo.in/zeeta/ring_type_tinned_copper_cable_terminal_ends.html


http://jinfo.in/zeeta/insulated_ring_type_terminal_ends.html

http://jinfo.in/zeeta/insulated_ring_type_terminal_ends.html



http://jinfo.in/zeeta/aluminium_crimping_line_connectors.html



http://jinfo.in/zeeta/crimping_type_aluminium_tubular_terminal.html



http://jinfo.in/zeeta/twin_cord_end_terminal_insulated.html

http://jinfo.in/zeeta/copper_insulated_ferrules.html



http://jinfo.in/zeeta/tubular_type_copper_connectors.html



http://jinfo.in/zeeta/crimping_type_copper_conectors.html

http://jinfo.in/zeeta/cable_lugs_din_46235.html



http://jinfo.in/zeeta/cable_lugs_sealed_palm.html

http://jinfo.in/zeeta/cable_lugs_nseries.html



http://jinfo.in/zeeta/copper_cable_lugs_bell.html




http://jinfo.in/zeeta/tinned_type_tubular_compression.html



http://jinfo.in/zeeta/four_hole_compression_cable.html





http://jinfo.in/zeeta/copper_compression_cable_lugs2.html





http://jinfo.in/zeeta/soldering_types_copper_tubular.html



http://jinfo.in/zeeta/soldering_tubular_cable_lugs.html

http://jinfo.in/zeeta/copper_compression_cable_lugs.html

http://jinfo.in/zeeta/copper_cable_lugs.html



HISTORY OF CABLE LUGS AND CONNECTORS IN INDIA

Bimetallic, Copper, Cable, Lugs, Electrical, Terminals,Manufacturer - Mars Intl.

Manufacturer of electrical, bimetallic, copper, aluminium, cable, lugs, terminals,

electrical copper cable lugs, bimetallic copper aluminium cable lugs, bimetallic cable lugs,

splices, sockets, connectors from india.

Electrical, bimetallic, copper, aluminium, cable, lugs, terminals, links, splices, sockets,

connectors, manufacturer, mumbai, india, electrical copper cable lugs, bimetallic copper

aluminium cable lugs, electrical cable lugs, cable lugs, electrical cable terminals, cable terminals,

bimetallic copper cable lugs, bimetallic copper cable, cable links, cable splices, sockets, cable

sockets, bimetallic cable lugs, bimetallic cable connectors, exporter, mars, international

Founded in 1965, we are one of the leading manufacturer in the country to establish

manufacturing facilities for terminal ends. These facilities have since been expanded

considerably to meet the needs of a very wide cross-section of electrical and electronic

industries in India and abroad. the activities of the group are coordinated by a team of

professionals and forward looking technical personnel well aware of the stringent technical

standards.

Their world is electrical terminal ends or LUGS in coppper and aluminium

As pioneer manufacturer of this material in India we stand behind a majority of Indian

producers and exporters who have been successfully exporting for the last many years.

Heretofore unseen, we are now making our pronounced appearance on the export front.



MAJOR PLAYERS OF CABLE LUGS AND CONNECTORS TRANSMISSION

ERGOM:

Ergom was established in 1989. The company offers more than 18 000 products -

everything needed for the right installation and operation of wires and cables. The company

has more than 180 employees. Tha company’s capital about 8 mln USD

KLAUKE TEXTRON PVT.LTD

Klauke Textron pvt.ltd established in 1990. It is offers more than 1600 products

Across the business sector of cable lugs and copper terminals. The company has more than

230 employees. The company’s capital about 6 mln USD.

CHETNA ENGINEERING COMPANY needs no introduction in India & Abroad.

Their products have mass base in India and other countries particularly UAE, South Africa,

Kenya, Singapore, Malaysia.

A Small Scale Industry, established in 1988, presently has a very strong

manufacturing base with latest atomic, semi-atomic machinery and equipment with a

capacity to manufacture 25 to 30 tons of Copper, Brass & Aluminum products per month.

The company has a very strong, efficient and effective quality management

system as per ISO 9001-2000 standards. Nevertheless, we have D&B Certification too.





ABOUT TEEM ZEETA

They are continued to be guide, as it has been since its beginning, by the core

values exhibited by the founder: seamlessness, quality, commitment and innovation. Team

Zeeta is a team of highly skilled manpower each having a very strong focus on the values and

vision of the company, hence providing higher productivity for better results. This is just the

beginning of the force that will grow in leaps and bounds.



ABOUT THE COMPANY

NAME OF THE UNIT: Zeeta electricals and engineering pvt.ltd

ADDRESS : B/H New j.k. motor weigh bridge,

Near Sarvottam Hotel,

Sarkhej-bavla road,

Moraiya,

Ahmedabad – 382210

(Gujarat) India

PHON :+91-2717-251795

MOBILE : +91- 81281 26007

FAX : +91 – 2717 – 251794

AREA OCCUPIED : 15000 sq feet

TYPE OF OWNERSHIP : Private limited

TOTAL NO. OF EMPLOYEES : 500



BRAND OF ZEETA ELECTRICALS AND ENGINEERING PVT.LTD

Zolex a Flagship Company (Zeeta ele. And Engi. Pvt.ltd) bring the latest

technology to manufacture cable lugs products which are highly demanded.

Company’s primary objective is to induce a revolution in the cable industry through

the medium of adequate technology, skill and new product development to introduce the concept

of innovations. The Zolex product promoter has the vast experience, insight and wisdom, gained

from procurement, logistic, finance and metal market.

Company practice total quality control approach that seeks to improve quality and

performance, and thus exceed customer expectations, by amalgamating all quality-related

functions and processes throughout the organization; takes a holistic approach to managing

quality design and development, quality control and maintenance, quality improvement, and

quality assurance, at all levels and involving all employees.





Company has institutionalized a precise, disciplined, fact-based way to deliver more money to

the bottom line through process improvement and process design projects—selected by the

top leadership and led by high potentials trained manpower.Company’s competitive

intelligence lies in their procurement system. Company procures right raw material from its

native place at right time with right quality to make a unique product. Having Research and

Development cell equipped with international equipments and instruments to develop and

deliver new product and process to serve the product for healthier business relations to their

Customers and stake holders.



VISION

ZEETA ELECTRICAL ENGINEERING PVT.LTD. will capitalize on its technological

infrastructure and achieve profitable growth as the premier global marketer of Cable Terminals,

Cable Lugs, Connecters, and Butt Splices. We are committed to continuous improvement

through the Quality Process, assuring consistent conformance to customer’s expectations

MISSION

ZEETA ELECTRICAL ENGINEERING PVT.LTD. is dedicated to providing products and

services that meet the specification of our customers while maintaining exceptional quality. Our

objective is to provide customer satisfaction through timely delivery of our products with ‘Zero

Defects’ , ‘Zero Accidents’ , ‘Zero Loss-Making’,’ Zero Failure’ , ’ Zero Breakdown’ and with

‘Zero Broken Promise’



FUTURE PLANS

Incorporated as ZEETA ELECTRICAL ENGINEERING PVT. LTD. the company has

grown from a one-man show into a corporation that today does business around the world and

employs approximately 500 people. ZEETA is the manufacturer thoroughly addressing your

major concerns: quality, price, availability, ease of doing business, and depth of line. ZEETA

plant is located at Ahmedabad which is one of the leading industrialized cities of India.

To expand the market.

To increase the export market share.

Set up plants state wise.

To increase category in Cable lugs division



ZEETA ELECTRICALS AND ENGINEERING PVT. LTD. WORKS UNDER 4

FUNCTIONAL AREAS WHICH ARE AS FOLLOWS.



INTRODUCTION OF HUMAN RESOURCE MANAGEMENT

In all business concealing there is one common element that is resource work force of

an organization. It is said that people are single most important asset of an organization. So we

can say that human resource department plays an important role. A human resource manager

must have all the qualities of a leader in order to manage the human resource in the best

possible way.

I believe that human resource of an organization is the bonanza for them as it can lead

an organization towards the huge catleap. The reason behind these resource being so very

important is that human beings are social animals and they would not work without a familiar

environment.

MANPOWER PLANNING

The word itself indicates that what it is. Manpower planning means to planning that

how many persons are required in the organization. Manpower is basically concern with to get

proper human force for the organization.

When the organization does the manpower planning means they have see that how

many employees are needed for each department. With the help of proper manpower planning

the organization can decrease the labor cost and the organization get proper person for the

proper job.

Zeeta electricals and engineering Pvt. Ltd. Follows the same strategy. First of all they

Anticipating manpower needs then after Planning job requirements and job descriptions then

Analyzing skills to determine the nature of manpower needed and at last Selecting the

adequate source of recruitment.



INTERVIEW

Interview is very important tool for the selection of employees. By this way organization

can know the nature, hobbies, strengths and weaknesses of all the employees so by that way

they can get more better employees. In the interview the interviewer can share their

knowledge. Interview is not just an interview but by that way the organization can know the

confidence, behavior of the person.

Zeeta electrical and engineering Pvt. Ltd. conducts the interview in their best manner

and selects the candidate. First of all interview is taken by HR Department and then after

candidate is sended to related department, if needed. So by this way they select best

candidates.

RECRUITMENT

The task of recruiting new staff is an important but time-consuming process, so

companies often prefer to hire a specialist agency to source suitable candidates. In a nutshell,

the objective of a recruitment consultant is to build relationships with clients, source job

vacancies, and find appropriate candidates for each role.

Zeeta electrical and engineering Pvt. Ltd. follows the given ways.

(1) News paper advertisement

(2) References

(3) Consultant and Agencies

(4) Job portals like Times Jobs, Monster.Com.



SELECTION PROCEDURE

Selection procedure is picking individuals with requisite qualification and competence

to fill the job in the organization. There are many purpose of selection like select the suitable

candidate, determine applicants capabilities, place right candidate at right job, to save the cost,

etc. Zeeta electricals and engineering Pvt. Ltd. follows the given procedure and selects the best

employees.

Selection procedure:

(1) Screening of applicants

(2) Selection test

(3) Interviews

(4) Reference and background verification

(5) Medical examination

(6) Hiring decision

(7) Placements

TRAINING AND DEVELOP0MENT

In the salad days the concept of training has not more spreaded over. Right now it has

become mammoth part of human resource management. Once the applicant is selected, the

organization has to give the training to them and it is the main duty of organization, so the

employees must be provided training to give understanding about his/her work in the

organization.

Zeeta electricals and engineering Pvt. Ltd. has adopted the concept of ON THE JOB

TRAINING as it is the new emerging organization. They are giving training to the employees by

their heads and also arrange the seminars for the employees. For the training of ISO 22000,

they will send one person from HR Department.



WAGES & SALARIES

Wages and salaries are most important areas of human resources manager. Every

human resources manager is entrusted with the responsibility of establishment and equitable

wage and salary structure on one hand and maintaining an equitable labor cost structure on the

other hand.

Zeeta lectricals and engineering Pvt. Ltd. pays salaries to their all workers as per the

government rules and regulations. Workers are getting the salaries as per the government rules

and regulations. They deposits the salaries of their employees in the bank account of all. All the

employees have given bank account in Bank Of Baroda.

OTHER BENEFITS

Zeeta electricals and engineering Pvt. Ltd. gives many types benefits to their employees

which are as follows.

(1) MEDICAL FACILITY:-

Medical Facilities are provided by the organization to their employees. Company has tied up

with one doctor so all the employees are getting treatment from there.

(2) UNIFORM FACILITY

Company gives one pair of uniform per year to all the employees.

(3) RESIDENCE FACILITY

Zeeta has given residence facility to their worker who are coming from out of state

(5) LUNCH FACILITY

They are also providing lunch facility.









CLASSIFICATION OF ASSETS

ASSETS;-

Fixed Assets;-

Land-

Machinery-

Vehicles-

Furniture-

Shade and Building-

Current Assets;-

Stock-

Cash and Bank-

In case of Zeeta electrical and engineering Pvt. Ltd. they have accounts in following banks.

BANK OF INDIA

BANK OF BARODA.

AXIS BANK

STATE BANK OF INDIA







QUALITY CONTROL SYSTEM

Quality is the tool which leads an organization towards success. . Quality control refers

to the systematic control of those variables encountered in the manufacture process which

affect the excellence of the finished product. The main characteristics that determine the

quality of an article may include element such as, design, size, material, chemical, composition,

mechanical function, etc.

If we take a glance in Zeeta electrical and engineering Pvt. Ltd. they do the quality

control in following ways.

Incoming inspection.

Material out going inspection.

In process inspection.

Pre dispatch inspection.





INTRODUCTION OF MARKETING DEPARTMENT

Marketing Management is a business discipline which is focused on the practical

application of marketing techniques and the management of a firm's marketing resources and

activities. Rapidly emerging forces of globalization have compelled firms to market beyond the

borders of their home country making International marketing highly significant and an integral

part of a firm's marketing strategy. Marketing managers are often responsible for influencing

the level, timing, and composition of customer demand accepted definition of the term. In part,

this is because the role of a marketing manager can vary significantly based on a business' size,

corporate culture, and industry context.

Marketing deals with customers. Marketing is managing profitable customer

relationships. The twofold goal of marketing is to attract new customers by promising

superior value and to keep and growing current customers by delivering satisfaction.

Sound marketing is critical to the success of every organization. Large profit based firms

like Procter & Gamble, Toyota, Wal-Mart, IBM and Marriot use marketing. But so do

non-profit based organizations such as colleges, hospitals, museums and even churches many

people think of marketing only as selling and advertising. But today, marketing must not be

understood in the old sense of making a sale, that is “Telling and Selling”



DISTRIBUTION CHANNEL

Zeeta electrical pvt. ltd.

Distributors

dealer

Customer



MARKETING DEPARTMENT HIERACHY CHART OF ZEETA

General Mgr

(EXPORT) –

CORPORATE

OFFICE – AHD

Vice-President (MARKETING)

CORPORATE OFF ICE – AHMEDABADGeneral Mgr

(Brand / Promotion / Media)

CORPORATE – AHMEDABAD

General Manager (MARKETING) CORPORATE

OFFICE - AHMEDABAD

INDIA - WESTERN

ZONE

STATE HEAD H.Q.

– STATE

INDIA - II

NORTH ZONE

STATE HEAD H. Q -

STATE

INDIA - III

EASTERN ZONE

STATE HEAD

H.Q. - STATE

INDIA – IV SOUTHZONE

STATE HEAD

H.Q - STATE

INDIA -

WESTERN ZONE

H.Q – STATE

ASM

INDIA - II

NORTH ZONE

H.Q. – STATE ASM

INDIA - III

EASTERN ZONE

H.Q. – STATE ASM

INDIA – IV SOUTHZONE

H.Q. STATE ASM

DIRECTOR MARKETING (CORPORATE OFFICE –

AHMEDABAD)



LAUCHING OF AMERICAN WIRE GUAGE

COPPER CABLE LUGS BCL WITH INSPECTION WINDOW

Electrical Connectors >> Copper Lugs



ADVERTISEMENT

Advertising is one of the most important things present in our society today, like an old

slogan puts ‘Advertising, your right to choose’.

Advertising helps to keep the consumers informed about whatever new products or

services are available in the market at their disposal. It helps to spread awareness about

products or services that are of some use to consumer and potential buyers.

The main aim of advertising, many believe is to sell. These are the kind of people who

vehemently oppose anything that make advertising seem unethical. Advertising on the whole

helps business as well as the economy to prosper and makes the consumer aware of the

various choices that are available to him.

Zeeta electrical and engineering Pvt. Ltd. Is in emerging stage, so they have not any

specific tool for advertisement. And that is why they have given me a market research on brand

development. Although they have nice website.



DEVELOPMENT OF BRAND

WHAT IS BRAND?

A brand is the identity of a specific product, service, or business. A brand can take many

forms, including a name, sign, symbol, color combination or slogan. The word brand began

simply as a way to tell one person's cattle from another by means of a hot iron stamp. A legally

protected brand name is called a trademark. The word brand has continued to evolve to

encompass identity - it affects the personality of a product, company or service. A brand is an

identity which makes your product different from the other products. Brand is an identity by

which the product of one company differs from the products of other company. Brands are

often expressed in the form of logos , graphic representations of the brand. If we take a glance

towards Vitagreen Products Pvt. Ltd. They have developed brand under the name of 77 Green.

IMPORTANCE OF BRAND

Branding is a very powerful component in business. The brand must have a logo to make

branding easier and more possible. The consumers decide if they will buy a product or use a

service based on how they view the brand. The brand itself tells us or let us imagine how good

or bad the product is even if we never tasted it before! All that brand promotion and

advertising really do tell us how great a brand can be (like Nike). Once a customer likes your

brand he/she will definitely come back for repeated services or products. The qualities of the

product or services are ensured through the customers minds from the brand image.

http://en.wikipedia.org/wiki/Identity_(philosophy)

http://en.wikipedia.org/wiki/Product_(business)

http://en.wikipedia.org/wiki/Service_(economics)

http://en.wikipedia.org/wiki/Business

http://en.wikipedia.org/wiki/Name

http://en.wikipedia.org/wiki/Sign

http://en.wikipedia.org/wiki/Symbol

http://en.wikipedia.org/w/index.php?title=Color_combination&action=edit&redlink=1

http://en.wikipedia.org/wiki/Slogan

http://en.wikipedia.org/wiki/Trademark

http://en.wikipedia.org/wiki/Trademark

http://en.wikipedia.org/wiki/Slogan

http://en.wikipedia.org/w/index.php?title=Color_combination&action=edit&redlink=1

http://en.wikipedia.org/wiki/Symbol

http://en.wikipedia.org/wiki/Sign

http://en.wikipedia.org/wiki/Name

http://en.wikipedia.org/wiki/Business

http://en.wikipedia.org/wiki/Service_(economics)

http://en.wikipedia.org/wiki/Product_(business)

http://en.wikipedia.org/wiki/Identity_(philosophy)



Brand is not only convenient for businesses for repeated customer purchase but also

easier for customers to filter out the countless generic items. Brand gives consumers the reason

to buy it and wastes less time for consumer to choose.

There are ways to improve a brand from advertising such as viral campaign (more

trustworthy), online ads, print ads and commercials. Another way is to improve your product or

services that will reinforce the brand. This is a good way to promote your brand by always being

in the cutting edge or “customer’s first image”.

The qualities of your products and services will reinforce the brand. Advertise as much

as possible to spread that message and make it into a cult brand. Branding doesn’t only benefit

the business but you as well (yes I mean it). The brand you choose reflects who you are and

expresses yourself on what you like to do and be able to join the community of like minded

people. Branding is a win: win situation for both the businesses and the loyal customers.

As per the market research I find that ERGOM CABLES use television

advertisement for the development of brand. CHETNA ENGINEERING PVT.LTD

gives Schemes to the dealers. While KLAUKE TEXTRON CO. gives buy ten get one

schemes to end users.

WHY ZEETA ELECTRICAL AND ENGINEERING PVT. LTD. WANTS TO

DEVELOP THE BRAND UNDER THE NAME OF ZOLEX?

As the Zeeta electrical and engineering Pvt. Ltd. is the emerging company and their

vision is to make it as the generic brand. And in this industry write now there is too much

competition so development of brand is necessary. The want that their brand name will create

an identity like the Colgate has created, like Reebok has created. They wants make their image

totally different from any other cable lugs company.





STRENGTHS:-

Zeeta electrical and engineering Pvt. Ltd. has launched the products with new

dimensions which are highly attractive and affordable in global business.

Zeeta electrical and engineering Pvt. Ltd. is one of the Flagship company of zeeta Group.

As the organization is new, they were eager to learn the market so zeal became the

main strength.

They have many qualified persons in the organization in marketing as well as other in

other department also.

Always try to focus on dealer’s feedback.

Experts team of manufacturing.

Vice president of the company has experience of 20 years so it is the strength of the

company.

Company’s vision is to make zolex as generic brand.

zolex has huge product line and doing business across the world.

WEAKNESSES:-.

As the brand is new, it is hard to change the mindsets of people.

OPPORTUNITIES:-

Way of life of people is moving towards the innovational products so it will be the main

opportunity.

Unorganized electrical sector is shifting towards the organized elecrical sector.

Expected consumer shifted in processed cable lugs by 2012 is 23 million and it is

surveyed by government.

Small number of giant competitors.



There is an opportunity to enter in global market for Zolex on the base of goodwill of

zeeta Group.

THREATS:-

Rivalry from tough competitor.

Many times dealers switches over towards the new products.

Dumping policy of local players.

Duplication of brand by competitors.

Technology changes rapidly.







OBJECTIVES

1) To understand that which media company should use to attract the more dealers.

2) To understand that where should company has focused so the demand will go high.

3) One of my objectives is to understand that for which benefit dealers are attracting to

buy the product.

4) My one of object was also that to understand that for which benefit dealers attracts

more to sell the products.

5) And my last objective is that as per the experience of dealer which is best tool for

development of brand.

6) One of my objective behind study is to know that from which tool dealers are attracting

more and from which tool end users attracting more.

RATIONAL OF STUDY

My rational was to get maximum practical exposure and also to see that how a new

brand can get placement in the heart and minds of dealers. I want to know the mindsets of

dealers that what actually they are expecting from company so the company can easily develop

the brand. I have chosen this topic as the company is at initial level and can get best way for

brand development. I want to get the information that which type of expectations people

wants from the new brand.

IMPORTANCE OF STUDY

The organization can use data as secondary source. Company can know that where they

have tried to place their product so they can get maximum benefit. I can get practical exposure

and understand that which media is better for the organization so they can develop the brand

in proper way and get maximum placement. One importance of study is that which medium is

more important for the advertisement so they can easily develop the band.



One importance of study is that where company should place the product are tried a lot

for the development of their brand. One importance is that company can know that out of

price, quality and schemes which affects the most to consumers for the placement of brand.

One importance behind the study is that brand ambassador, logo or jingle, which affects the

most for the development of the brand in this competitive era.

One the importance is that from which dealers are more attracts to buy the new brand

out of free goods schemes and monitory benefits. One importance of mine as well of company

behind study the study is that dealers are attracting from the high profit margin or not.

One of the importance of the company is that how can we ask the questions to the

dealers and collect the data from them. One importance for the study is that to know in future

they have to give me a work regarding research or not?

One the importance is that free sampling plays an important role for the development

of brand or not? And my as well as company’s last importance behind this study is that out of

S.R’s working, p.o.p. material and continuous schemes, which affects the more so the product

can get placement in the shops of the dealers.

SCOPE OF STUDY

The study was carried out by me in the Saurashtra region with total 100 samples out of

which 100 samples of dealers. The study has carried out using the close ended questions. Total

days were 14 for the study. Sample of dealers were from A class category, B class category and

from C class category.









My object behind this research was to know that how Zeeta ele. And engineering pvt.ltd

can develop their brand as it is the emerging organization so for that I have asked 5 questions to

100 end users and 4 questions to 100 dealers.

QUESTIONS FOR DEALERS

Ques: 1 WHICH MEDIUM INFLUENCES YOU THE MOST IN MAKING A CHOICE

REGARDING BUYING A NEW PRODUCT?

Particular %

NEWS PAPER 20 %

TELEVISION 51 %

HOARDING 15 %

RADIO 9 %

EVENTS 3 %

EXHIBITION 2 %



INTERPRETATATION:- From the above research I came to know that 51% people are attracts

from television advertisement while 20% attracts from newspaper advertisement. Whereas

hoardings has priority by 15%, radio has got priority by 9%, events has got priority by 3% and

exhibition has got priority by only 2% people.

Ques: 2

WHICH SOURCE YOU PREFERED MORE TO BUY NEW PRODUCT OF CABLE LUGS?

0%10%20%30%40%50%60%

P e r c e n t a g e

Medium

A choice of medium regarding buying a new

product

%

Particular %

FROM DEALER

NETWORK

30 %

FROM ONLINE SEARCH

ENGINE

55 %

FROM TRADE FAIR 15 %



INTERPRETATATION:- Above question indicates that 33% people likes to buy new products

from Dealer network, 55% likes to buy from online search and 15% preferred trade fairs. I have

asked this question to end users as I want to know that from where people likes to purchase

most.

Que 3: What kind of business you are into?

Electrical dealership 70%

Direct user 30%

0%

10%

20%

30%

40%

50%

60%

FROM DEALER

NETWORK

FROM ONLINE

SEARCH ENGINE

FROM TRADE FAIR

P e r c e n t a g e

Source

Source selection for buying product

%



INTERPRETATATION:- Above question indicates that 30% peoples are from direct user and

70% people are from electrical dealership.

QUE 4: WHAT IS A SIZE OF YOUR BUSINESS? (T.O/MONTH)

0 TO 5 LAKHS 10%

5 TO 10 LAKHS 20%

10 TO 15 LAKHS 60%

ABOVE 15 LAKHS 10%

0%

20%

40%

60%

80%

Electrical

dealership

Direct user

P e r c e n t a g e

Business type

Kind of business you are into

Series1



INTERPRETATATION:- Above Graph indicates that 10% dealers has monthly turnover upto

5 lakhs and 20% dealers has 5 to 10 lakhs and 60% dealers has 10 to 15 lakhs and 10% dealers

Has monthly turnover above the 15%. They are those dealers by whom the questioner was

made.

QUE 5: WHICH CURRENT BRAND DO YOU PREFER THE MOST?

Zolex 25%

Hex 20%3D 30%

Ascon 25%

0%

10%

20%

30%

40%

50%

60%

70%

0 TO 5

LAKHS

5 TO

10 LAKHS

10 TO

15 LAKHS

ABOVE

15 LAKHS

P e r c e n t a g e

Size

Size of the business

Series1



INTERPRETATATION:- Above graph indicates that 25% dealers prefer Zolex brand. 20% people

Prefer Hex, 30% prefer 3D brand and 25% dealers prefer Ascon brand.

QUE 6: WHAT IS A MAIN THING DO YOU SEE BEFORE BUYING A PRODUCT?

Quality 20%

Pricing 68%Product availability 02%

Requirement 10%

0%

5%

10%

15%

20%25%

30%

Zolex Hex 3D Ascon

P e r c e n t a g e

Current brand

Preference of Current brand

Series1



INTERPRETATATION:- Above graph indicates that 20% dealers see the quality before buying

A product, 68% see pricing, 2% see the availability of product and 10% see the product

requirement.

QUE 7: HOW DO YOU LIKE THE DELIVERY TIME PROVIDED BY ZEETA?

VERY GOOD 10%

GOOD 20%

MODERATE 60%

POOR 10%

0%

10%

20%

30%

40%

50%

60%

70%

Quality Pricing Product

availability

Requirement

P e r c e n t a g e

Characteristics

Things prfered to see while buying product

Series1



INTERPRETATATION:- Above graph indicates that 10% dealers says the delivery time provided

By Zeeta is very good, 20% says good, 60% says it is moderate and 10% says it is poor.

QUE 8: HOW DO YOU LIKE THE PRODUCT PORTFOLIO OF ZOLEX?

VERY GOOD 05%

GOOD 70%

MODERATE 20%POOR 05%

0%

20%

40%

60%

80%

VERY GOOD GOOD MODERATE POOR

P e r c e n t a g e

Catogary

View of customer regarding delivery time

provided by Company

Series1

0%

10%

20%

30%40%

50%

60%

70%

80%

VERY GOOD GOOD MODERATE POOR

P e r c e n

t a g e

Category

View regarding Product portfolio

Series1



INTERPRETATATION:- Above graph indicates that 5% dealers says very good to the product

Portfolio of Zeeta, 70% says good, 20% says it is moderate and 5% says it is poor.





RESEARCH FINDINGS

From the above research I find that how the company can develop the brand. In

research my first question was which medium influences to Dealers the most in making a choice

regarding buying a new product so I find that television advertisement attracts more to end

users most to purchase the new product as it has got preference by 51% people. And news

paper advertisement has got preference by 20% preference so I think it is also a good way for

the advertisement. I find that Radio and Hoardings also affects but not as much as the

Television advertisement affects to the minds of people. And events and exhibitions attracts to

less people so find that to develop the brand company should do maximum expense on

television advertisement and news paper advertisement and less expenses on the events and

exhibitions.

I find another thing that most of people prefers online search to buy the new products

which is 55% in my research. Only 30% people attracts from the dealer network and only 15%

attracts from the trade fairs so I find that even in this modern era for develop the brand

company should try to focus more on the online trade compare to the trade fair and direct

dealer network.

I find one thing that in electrical sector 3D has highest popularity which is 30% while

Ascon has got popularity by 25% popularity and Hex has got popularity only by 20% dealers so

by this research I find that Zolex has got popularity of 25% by dealers. In addition to I want to

say that within a 3 to 4 years of the time of establishment of the company it has got relavant

popularity in the dealer’s mind. Where as the 3D is the inventor of cable lugs in Indian market.

And also Hex and Ascon are doing business since 20 years.



I find that 68% dealers considers prices when they purchase any product from cable lugs

equipments where as 20% dealers considers quality of the product and only 10% dealers

considers understanding of requirement and 2% considers the availability of products so I find

that to develop the brand company should focus on price and quality both.

In my first question I find that 51% people attracts from the television advertisement

but in the television advertisement brand ambassador affects to the people for purchase new

products. I find one reason that company is paying huge fees to brand ambassadors so

definitely they will make qualitative product. I find that logo and jingle attracts less to the end

users to purchase the new product. So as per the research finding company shoud choose the

brand ambassador who has more popularity. So brand ambassador is one of the good tool to

develop the brand.

In my 5th

question I find that if the company wants develop the brand they have to see

that the other brand’s pricing level most and also the quality of their brands. Although Zeeta’s

competitor are very experienced in that sector but the regular delivery of order and the dealer

satisfaction of doing business with Zeeta increase the value of Zolex brand.

By asking 6th

question I came to know that most dealers prefers the price of the product.

So Zolex have to davelope their pricing strategy to dealers. right now they prefer the

penetration of pricing due to emerging stage of their brand and this is a good strategy as per

my view.

Also quality of the product creates wide effect in the mind set of the dealers.



I also find by asking my 7th

question that Zeeta gets 60% views of moderate delivery

time by the most dealers. which is not good for developing the brand. Compare to that most

dealers prefers to say that Ascon and 3D has timely delivery to the dealers. so Zeeta have to

incrase their efficiency towards the timely delivery to the dealers.

By asking last last question I found that the price portfolio of Zeeta got the high

popularity in the mind set of dealers. this is good for the developing a brand. In my above

questions I found that pricing got most popularity in electrical sector and where as Zeeta has

high popularity in price portfolio in the minds of dealers. so it can get better trade in the future.

And also the penetration of pricing creates wide effect on that as per my view.





SUGGESTIONS AND RECOMMENDATIONS

As per the research I want to suggest and recommends to the company that if they will

start television advertisement, they can gain more & more benefit. I also want to recommends

that company should mostly focus on dealer counters as they are focusing right now because

the share of dealer counter is very big.

Another thing I want to recommend that company should try to give schems in monitory

term because we have seen in marketing that many dealers were demanding sachems in

monitory terms, not as free goods on MRP.

I also recommend that company should continue with free sampling as they are doing

right now, because free continues free sampling attracts more dealers. I want to recommend

one another thing that company should introduce their new innovation to the each of dealers

through their expert market representative, it makes dealers to aware of the new products and

innovations by Zeeta.

I want to suggest some other things that Within short period of time company is going

to start television advertisement so I suggest them to select the brand ambassador who can

affect the more people and I want also to suggest that company should continue with free

sampling as the brand is new so easily they can enter in the minds of dealer and capture the

whole market.

As I have met many dealers and I have found that most of customers are purchasing

their products on the trust of dealers so they have to try to launch their products as per the

dealers orders, and company have to satisfy the dealer’s demands.

And i want to give last recommend that company should try to make moré thick boxes

of cable lugs transmission so life of packing will be better.









BIBLIOGRAPHY

www.zeetaelactricals.com

www.google.com

www.cablelugsofIndia.com

Research methodology-methods & techniques, C.R Kothari (2nd

revised edition)

Principles Of Marketing, Phillip Kotler(12th

edition) by Eastern Economy Edition

Human resource Management, Gary Dessler(11th

edition) by Pearson Education









Documents

Brand Devlopmentstrategy