Performance Management System in Bharti Airtel

Name:                   Dinesh Verma (2007-09)

Title:                     Performance Management System in Bharti Airtel

Summary

Suggestions for Improving Performance Management System

• Counseling:

Counseling is an interpersonal dialogue between manager and subordinates. It helps in improving the attitude and behaviour and in avoiding climate of mistrust and hostility.

• Attitude Training for Workmen:

Attitude factor has a powerful influence on personal as well as organizational performance. It is demonstrable that employees having positive attitudes usually perform better. Training can facilitate an attitudinal makeover. Most organizations only focus on skill training for workmen, but forget that skills are attitude driven.

• Study Psychological Problems of Employees: 

All the employees working in an organization have their own unique personalities, education, values, experiences etc. Therefore some might have problems like frustration, stress and compatibility. Performance management system should include intervention programmes to identify and overcome such problems.

• Enhancing Job Satisfaction:

Job satisfaction of employees has a motivational impact on their own performance as well as performance of the organization. Job satisfaction of employees depends upon a number of factors which need identified by HRD managers.

Conclusions:

At  Airtel the HR team Measures the individual’s performance linked to Organizational goals by giving employees a feedback, rewarding them, based on their achievements against set performance goals and required competencies and working out a plan for their development.

The method which Airtel follows for Appraisal is 180-degree.  PMS at Airtel includes Developing job descriptions, selecting appropriate people with an appropriate selection process and providing effective orientation, education and Training. Coaching and feedback is provided which is followed by compensation, recognition and reward for people’s contributions.

Promotional and career development opportunities for staff are provided.

Leadership and other competencies of individuals are assessed and improved through various workshops and training programmes. Developmental gaps are identified during PMS and Self Development Plans.      

Though the Performance Management System applied in Bharti Airtel is effective, few things such as Counseling of the employees, attitude training and psychological problem identification should be incorporated in order to make their PMS more effective.

Limitations of the Project

• Executives have a reluctant attitude towards sharing their confidential data.
• It is difficult to do a live project on working days when our classes are on.

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The above article is a summary extract from the dissertation projects of the MBA and BBA students of Skyline College. Skyline, situated in Delhi and Gurgaon (NCR) is a premier institute providing management education specialising in MBA and BBA degrees and specialist courses for travel and tourism as well as mass communication.

Comparative Analysis of Frost Free Refrigerator Industry (Whirlpool India)

Name:         Gaurav Kumar Joshi (2007 – 2009)

Title:           Comparative Analysis of Frost Free Refrigerator Industry (Whirlpool India)

Summary

Analyzing the company in the backdrop of Indian home was considered being important because it is highly competitive market and it is very important to know where a company stands in this industry.

For a developing country like India, market of consumer durable products is essential as it provides tremendous employment potential and exports earnings. Being the land of manufacturing refrigerators at the cheapest cost in the world, the current refrigerator industry can act as the motive power growth for a rapidly developing Indian economy and in making India a significant player in the world market. 

Whirlpool is a known brand; its products like Refrigerators and Washing machines are competing with other leading foreign brands such as L.G. and Samsung. The selling of a product like Refrigerator takes place through a dealer direct or indirectly procuring the Co’s products from its distributors. Therefore it is imperative that the dealer plays a major role in the Consumer Buying Process. The objective of my study was to analyze the Whirlpool Brand vis-à-vis its competitor’s products and do a detailed retail audit to identify the gaps and analyze the effectiveness of a dealer’s support given to a Brand, directly affecting sales of that company.

Market research study has been conducted in order to know preferences of the customers for company’s products.

The findings end by highlighting Whirlpool achievements over the past few years and its future plan for the country.

The conclusion and recommendation have been drawn keeping the detailed industry and company analysis in mind. Certain clippings and brochures have been included in end as annexure.

Findings

1. Market leader of Frost Free Refrigerators is LG followed by Samsung and Whirlpool.
2. According to dealers, price along with brand image and product performance are the most important reason behind any brand being best selling.
3. The general belief among the dealers is that prices of Whirlpool are bit too high as compared to competitors. People are still price conscious and it plays a major role in buying.
4. Dealer’s push for a particular brand also affects the consumer’s buying decision as their convincing power can convert the customers from one brand to another. And dealer pushes that brand which gives him high margins, best offers and quick After Sales Service.

1. Most of the dealers surveyed believed technology use is the most important factor that affects consumer-buying decision as it makes difference between various brands.
2. According to dealers advertisements along with word of mouth affects consumer-buying decision.
3. After Sales Service plays a major role in consumer buying decision. If a company provides fast and effective after sales service it can create a positive impression for both the dealers and consumer.

Recommendations

(For Product)

1. Presence of castor wheels in all models to allow easy mobility.
2. Pedestal with onion and potatoes tray should be present in Lower and Medium Frost Free Refrigerators.
3. Presence in 300 Liters and above 450 Liters range, as this segment is contributed 10% of Frost Free.
4. Presence of more models in between MOP price of Rs9000/- to Rs13000/- as compared to LG that already have 3 models in the market.
5. In 350L, 400L, 450L models can also be introduced without electronic panel to offer better pricing.
6. Models in Medium Frost Free levels can be introduced with digital display as per the competitor like Electrolux.
7. Introduce Water Dispenser in the 350 Liters and above models.
8. The 6th Sense Door Open Alarm should be introduced in all models to get competitive advantage.
9. Presence of Lemon Box in all models.
10. Can rack can be introduced in Elite models.
11. Color of the glass of the Crisper can be made light green or light blue to reveal purity and freshness. It enhances customer psychology.
12. In order to maintain a status level, Whirlpool can also launch extremely hi-end products such as TV refrigerator as of LG.

(For Promotions)

1. Company needs to come up with more hoardings in cities. This is because companies like Samsung, L.G. have substantial number of their hoardings being placed as compared to ours and they are reaping rich returns out of it.
2. In small towns company need to stress more on wall paintings. This is because wall paintings are very strong mode of brand awareness in small places.
3. The frequency of paper advertisement is low and it has to be increased. This is because people tend to follow paper (local newspaper) very closely. If company increases the frequency of advertisement in local newspaper, people will be much more aware of the brand and it will help the company in increasing its customer base.
4. Company should also give in more advertisement in local channels to make the consumer mind fix on our brand. So tat whenever the consumer decides to buy, our brand gets the first priority out of the other brands.
5. Word of mouth is found as the most serious medium of communication as per customer response. The most effective method to achieve this is via Brand Ambassadors- one-to-one marketing efforts.  The company has come up with a new advertising campaign featuring the couple brand ambassadors, Ajay Devgan and Kajol. Brand Ambassadors actually reinforce advertising by translating the general message to the street level.
6. As women plays major role in purchasing home appliances, Whirlpool should couple it high range products in every product category with offers exclusively for women like free jewellery etc. with help women.
7. The company should introduce “Tell a friend” programs motivating people to bring new customers through reward points.
8. The web site of Whirlpool is very poor. The company should give more stress on web-site development. The company should establish e-commerce websites that would widen its customer base and enthused growth in the business.
9. Organize product on wheels is an excellent way to communicate what the Whirlpool brand is all about. Carry the product in a vehicle (preferably a truck / trailer) and travel across the cities setting up the entire display at each stop. These stops included localities where penetration of brand is low. This is an opportunity for communicating with consumers on a one-to-one basis.
10. Some societal functions like Diwali Mela, cultural festivals, etc. should be sponsored in cities, which could improve the brand awareness.
11. The company can have a tie up with Big Bazaar, event management companies and should encourage affiliation programs.     
12. The company should encourage scratch cards as discounts and offers affect consumer-buying decision. The company should also regularly give schemes and offers to dealers as with their convincing power they can convert the customers from the competitive brand to another.

(For Placement)

1. Dealers should monitor constantly so as to see how exactly they are functioning. This can give company the idea that how much loyal the dealers are. This if not checked would prove detrimental in long run.
2. A sales promoter should be present at dealer’s point whose main job would be to push in the company sale and lower the sale of other brands.
3. Whirlpool shops should be at highly visible places, as it will attract more customers. The company should have Whirlpool exclusive showrooms in all areas especially in area like Noida where the demand is high.  

Limitations

1. Refusal on part of the dealers to give any type of information at all.
2. The respondents are not willing to disclose information related to margin or offers and schemes.
3. Research was disguised for Whirlpool dealers also, otherwise they may have responded properly.

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The above article is a summary extract from the dissertation projects of the MBA and BBA students of Skyline College. Skyline, situated in Delhi and Gurgaon (NCR) is a premier institute providing management education specialising in MBA and BBA degrees and specialist courses for travel and tourism as well as mass communication.

To Evaluate the Multiple Effects of Retail Promotion on Brand Loyal and Brand Switcher Shoppers

Name:                   Anjan Kumar Paul (2007 – 2009)

Title:                    To Evaluate the Multiple Effects of Retail Promotion on Brand Loyal and Brand Switcher Shoppers

Summary

Objective of the Study

I           To Understand shoppers, buyers behaviours.

II          To study the multiple effects of retail promotion on brand loyals & brand switcher Shoppers.

III         To know the footfall

IV        To Know the Basketsize

Recommendations

After conducting the survey we find out that the HUL has gaining more response than other companies by the customers but there are some products which donot gaining proper response because the price of these products is not according to the pocket of the middle class customers. These products are Annapurna Atta, Lux Haute pink & Ponds white beauty range.

• After much discussion it can be said that the Indian society has accepted the new shopping format. This should be taken as a positive sign and the big-players who should capitalize on this by introducing superstores similar to Tesco-Extra or Wal-mart which not only supply home groceries but all commodities and appliances.
• Store franchises should be offered to current Kariana-owners (corner-shops). This is likely to create more jobs and improve the Kariana standards in terms of hygiene, atmosphere and service. This is likely to benefit everyone i.e. traders, supermarkets and consumers. In-addition supermarkets would automatically gain significant market share as those shops would already have a customer base. Consequently this would help supermarkets gain public confidence and positive media attention.
• Further government intervention is required to promote healthy competition. Presently, supermarkets are banned in two states of India. Such extreme actions would have caused redundancies for thousands along with losses to supermarkets in millions. Hence, to overcome such severe situations supermarkets should be restricted to a certain area. E.g. only one supermarket in the radius of 15-20 miles. This would save jobs and at the same time small-shop-traders may continue their businesses in local/smaller high-streets.
• For supermarkets to gain maximum market-share they need to fully satisfy customer needs regardless of their demographics. This study has found that different demographics have varied implications towards supermarkets which have made it difficult for supermarkets to target the right customers. They should realize that each consumer category has different needs as comfort might be perceived differently by separate categories. So if older consumers preferred home-deliver then it should be introduced.
• Lack of interest in processed food by consumers, which can be avoided by specializing in fresh-food supermarkets.
• Since generation-Y is the future of this market, online-selling might be another option as internet usage is more popular with youngsters.
• Due to time constrains only two focus-groups were held. More qualitative discussions with diverse demographic should be surveyed allowing to identify the preferences and perception of a larger sample.
• To gain more suitable insights interviews and higher-level of qualitative research would be beneficial. Hence, in future it is recommended to survey people with appropriate knowledge who will be able to identify aspects that the retail-sector lacks and factors affecting its performance.

Conclusions

Now to conclude I can say that HUL is the company which is ruling the FMCG market. Almost all the products of the company has got the brand loyals and brand switchers also like to try the new launches of the company as they continuosly knowing it from diffenrnt promotion campaigns.

In context of promotion affairs of the company my findings are totally in favour of company‘s promotion strategy. The company is doing very well in its promotion strategy but there is a need of new everytime.

Being a beginner I found it very convenient to understand the methodology adopted by the company to make its products known to its existing as well as potential buyers to have its products known both in   ‘Mind & Heart’.

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The above article is a summary extract from the dissertation projects of the MBA and BBA students of Skyline College. Skyline, situated in Delhi and Gurgaon (NCR) is a premier institute providing management education specialising in MBA and BBA degrees and specialist courses for travel and tourism as well as mass communication.

A Critical Analysis of “Consumer Behaviour” with Focus on the Soft Drink Industry

Name:                   Chandra Mohan Upadhyay (2007 – 2009)

Title:                    A Critical Analysis of “Consumer Behaviour” with Focus on the Soft Drink Industry (Case Study: Parle Agro Pvt. Ltd.) 

Summary 

This project aims to find out the various factors influencing the consumer behaviour while making a purchase of a fruit drink in Delhi. Background talks about various factors that have led us to undertake this study and how and to whom this report will benefit. Objectives talks of types of data the research project will generate and how these data is relevant. Research approach gives a non technical description of the data collection method, measurement instrument, sample and analytical techniques.

The beverage market in India is worth 2074.67 Million INR. Though the major portion of the market is still dominated by the carbonated soft drinks there is major shift towards the Juice segment. There was a growth of 31.52% in the Juice segment from 2007 to 2008. As a result of this phenomenal growth, a lot of competition has entered the market. A number of new brands have flooded the market.

Soft Drinks were common preference among all the individuals before juices were being introduced, with the changing lifestyle and income levels, people are shifting their consumption patterns and have therefore become more health conscious thus leading to increase in demand of juices.

Due to these changes in the Fruit drink market there is a need to identify and 

evaluate consumer behaviour. This study aims to determine the factors influencing the consumer behaviour while buying Parle Agro’s product Frooti; Appy Fizz in New Delhi.

I also need to study the factors that are now driving the consumer’s consumption pattern. Also, due to the increase in the competition there is a need to determine the awareness levels for the various brands in fruit juice market amongst the consumers.

The study of the consumer preference not only focuses on how and why consumers make buying decision, but also focuses on how and why consumers make choice of the fruit juice they buy and their evaluation of these products after use. So for success of Parle Agro or its product Frooti & Appy Fizz it is very necessary to depart its concentration towards consumer preference.

All marketing starts with the consumer. So consumer is a very important person to a marketer. Consumer decides what to purchase, for whom to purchase, why to purchase, from where to purchase, and how much to purchase. In order to become a successful marketer, he must know the liking or disliking of the customers. He must also know the time and the quantity of goods and services, a consumer may purchase, so that he may store the goods or provide the services according to the likings of the consumers. Gone are the days when the concept of market was let the buyer’s beware or when the market was mainly the seller’s market. Now the whole concept of consumer’s sovereignty prevails. The manufacturers produce and the sellers sell whatever the consumer likes. In this sense, “consumer is the supreme in the market”.

Suggestion

• Frooti can go for Salman Khan as a brand ambassador as he is very popular in India and symbolizes good health. (Punch line can be something like “After gym, have a Frooti”) Along with him, Frooti should also go for a famous cartoon.
• Character like Scooby Doo or Pokémon to target the kids and both of them should feature together in the advertisement.
• The survey shows that parties/celebrations are the places where these drinks are consumed mostly. Parle Agro must try to increase the sales by creating and focusing on more utilities so that their product is used more frequently.
• As it is seen that people consider canned juices to be healthy with preservatives. This shows that awareness level of the people is low and needs to be corrected. Therefore, various methods like campaigns by government, help by media, etc can be taken to change this.

 Conclusion

• By taking some initiatives, Frooti can compete with the fruit juice segment comprising of Real and Tropicana, and can maintain its position as a market leader in the NCSD category.
• The consumers response to the new packaging (PET bottle and 65 ml Tetra pack) of Frooti is positive as shown in the survey.
• A majority of the respondents consume soft drinks and fruit juices at the time of parties & celebrations.
• Most of the respondents consume soft drinks because of its taste and price.
• Most of the respondents consume fruit juices because it is healthy.
• Most of the respondents were of the strong view that advertisements affect their purchases and the rest were not at all affected by the advertisements.

Limitations

• The study was confined to some areas of New Delhi only.
• Chances of some biasness could not be eliminated.
• A Samples size of 100 has been use due to time limitations.
• The corporate office of Parle Agro is situated in Mumbai and so I could not gather information from there.
• I could not find the reason why Frooti was not introduced in other flavours like orange, pineapple etc on all India basis (I sent an E-Mail to the company but didn’t get any reply). 
  

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The above article is a summary extract from the dissertation projects of the MBA and BBA students of Skyline College. Skyline, situated in Delhi and Gurgaon (NCR) is a premier institute providing management education specialising in MBA and BBA degrees and specialist courses for travel and tourism as well as mass communication.

A Critical Analysis of Distribution Channel of Samsung Laser Printer

Name:                    Abhishek Singh (2007 – 2009)

Title:                       A Critical Analysis of Distribution Channel of Samsung Laser Printer

Summary

I always had the curiosity to know how the white goods  like laser printer reaches to the final consumers who are the channel partner, how they are involved in this activity ,what is role and responsibility of the intermediaries. In these research lots of thing I have learnt which has strengthened my ability to know something about distribution channel.

First of all I have researched the following thing

1. Role and responsibility of channel partner
2. Who are the target audience of laser printer

I also know about the conflict happen in between intermediaries, channel partners and company. And what types of actions are taking by the company. How company are resolving these conflict. In this project I also learn the importance of distribution channels in companies’ perspective as well as customer’s point of view.  During my research on distribution channel of Samsung printer. I also find the market share of laser printer of different companies which are following.

Market Share:

• HP: 68%
• Samsung : 20%
• Lexmark: 4%
• Others: 8%

Today the importance of laser printer is increasing because the time of inkjet printer has gone now. Samsung like companies are trying to reach the customer through better distribution channel and hence penetrating its market by customer satisfaction.

In my research I find that 98% of customers are happy with the Samsung printer.

Recommendation

• During my research studies I found that the Samsung showrooms were in posh area was very few so it can be increased.
• Samsung should also focus on direct marketing like purchase product via internet facilities
• Samsung generally sell its product through Samsung plaza my recommendation is that if customer wants to buy laser printer more than the stock level of plaza so there should facilities to deal directly through company if such situation happened.
• Number of Servicing center should be increased so that customer loyalty will be increased because whenever buy something they need all facilities in place of product cost, psychic cost what ever they delivered.

• Establishment of proper grievance handling calls for channels member apart from CRM. Timely release of commission and incentives for the distribution and retailer. Lenient start up formalities to the retailers.
• The company should be more channels friendly and cooperative to motivate the channel member. 

• Since HP is giant in the printer market so for better penetration of market Share Company should more focus on awareness of the Samsung laser printer via advertising.
• Company should also display its printer product on poster ,banner, hoarding etc.

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The above article is a summary extract from the dissertation projects of the MBA and BBA students of Skyline College. Skyline, situated in Delhi and Gurgaon (NCR) is a premier institute providing management education specialising in MBA and BBA degrees and specialist courses for travel and tourism as well as mass communication. For further information on the article content or on the institute please CLICK HERE to visit the official college website.

Effectiveness Study of Promotional Strategy of Fairness Cream Manufacturers in India (Fair & Lovely)

This dissertation was completed by Abhishek Singla (2007 – 2009) on the topic Effectiveness Study of Promotional Strategy of Fairness Cream Manufacturers in India (Fair & Lovely).

Summary

Objective of Report

Objective of this report is to understand and analyze the brand ‘Fair and Lovely”.


To understanding the marketing strategy of any product, 4p which are Product, Price, Place & Promotion important to understand. But in all of them Promotional strategy is very important aspects. The effectiveness of promotional strategy should be outstanding from the company side and its affect the consumer minds & perception. This report will also include the product, price, distribution of the brand.