SUMMER PROJECT REPORT ON
Strategic Marketing Intelligence In partial Fulfillment of Award of
Post Graduate Diploma In Business Management
By VIKRAM KUMAR MANDAL
Under the guidance of
Prof. AVK Murthy
PGDM (BM)
Entrepreneurship and Management Processes International New Delhi – 74
July 2010
DECLARATION
I VIKRAM KUMAR MANDAL hereby declare that the project entitled “STRATEGIC MARKETING INTELLIGENCE” is my original work, done by me.
Now it is an asset of EMPI Business School, New Delhi. All the rights for using this project report lie with the company. Unauthorized copying, hiring, broadcasting, or rental of this project without permission from the organization will be considered illegal.
VIKRAM KUMAR MANDAL
ACKNOWLEDGEMENT
Presenting a project of this is an arduous task, demanding a lot of time. I cannot in full measure reciprocate the kindness shown and contribution made by various persons in this endeavor. I will remember all of them with gratitude.
I am very grateful to my mentor Mr. A.V.K. MURTHY for his significant support extended for the successfully completion of the project as she supported me all through the project and devoted her precious time for me
I am always beholden to my God, for always being with me and showing me the right way, my family, for always doing favors to me and my friends and colleagues consistently helped with encouragement, creative inputs and criticism throughout the project work, for always lifting my sights to higher vision, raising my personality beyond normal limitation and for realizing me my strengths and potential.
VIKRAM KUMAR MANDAL
INDEX
1. Acknowledgement 3
2. Executive Summary 5
3. Company Profile 6
4. Vision 7
5. Corporate social responsibility 8
6. Products offered 9
7. Introduction 11
8. Product under study 16
9. Objective of Study 18
10. Research Methodology 18
11. Questionnaire 20
12. Findings and suggestions 31
13. Bibliography 32
14. Annexure 33
Executive summary
Ingersoll Rand Company is a multinational company and is providing industrial technologies in
as Ingersoll Rand (India) ltd. It is providing air compressors for various industrial requirements
ranging from 1 Hp to 2000Hp capacity of various models
The company is a market leader in Compressors division but the volume of sales is not
satisfactory in the low capacity compressors ranging below 50 Hp, They intend to know the
reasons and have started a program called as “ customer on demand” which gives the database of
the consumer who are using an air compressor
The study and analysis of the marketing research reveals that Ingersoll Rand compressors are
facing huge competition from local manufacturers who are doing really well in low capacity
range compressors.
To improve the volume of sales the main obstacle to Ingersoll Rand Company is the cost of the
compressor and by reducing it there is a considerable increase in the volume of the sales.
Company Profile:
Ingersoll-Rand (India) Limited is a part of the Ingersoll Rand Company, a global innovation and
solutions provider with powerful brands and leading positions within its markets. Ingersoll-Rand
(India) Limited has its presence in India since 1921. The company established its first
manufacturing plant in India in 1965 and became a public limited company in 1977.Today
Ingersoll-Rand has manufacturing facilities in Ahmadabad that is ISO 9001:2008 certified and in
Sahibabad that is ISO 9001:2000, ISO 14001:2004 & OHSAS 18001:2007 Certified. Ingersoll
Rand products are widely appreciated in the market for their superior quality and reliability.
With a strong sales presence in over 15 locations across the country and a strong national
distributor network, Ingersoll-Rand (India) Limited is a dominant player in its business of
providing solutions for the Infrastructure development, Industrial Solutions and Climate Control
markets. It is amongst the country's largest exporters of engineered goods.
With a history dating back to 1871, Ingersoll Rand and its family of brands represents a proven
history in construction and mining, industrial and commercial markets.
Through acquisitions, innovations and customer focus, today's Ingersoll Rand offers market-
leading solutions and services that enable customers to create progress through a variety of
industries and markets that touch everyday life.
Ingersoll-Rand (India) Limited is an India-based company. It is a part of the Ingersoll Rand
Company, a worldwide solutions provider. With a presence in over 15 locations across India and
a national distributor network, the Company provides solutions for the infrastructure
development, industrial solutions and climate control markets. Ingersoll-Rand (India) Limited is
an exporter of engineered goods. The Company operates in the air solutions (AS) segment,
which consists of reciprocating compressors, centrifugal compressors and system components.
Ingersoll-Rand (India) Limited has manufacturing facility in Ahmadabad, India
Vision:
Ingersoll Rand is a GLOBAL industrial enterprise with market leading brands, we are dedicating to driving shareholder value by achieving
Dramatic Growth …. By focusing on innovative solutions for our customers
Operational Excellence ….By pursuing continuous improvement in all of our operations
Dual citizenship……By bringing together the talents, energy, enthusiasm of all Ingersoll Rand people
Brand Values: Integrity Ingersoll Rand act in the highest legal and ethical standards in everything we do
Respect Ingersoll Rand communicate and act in ways that respect and value the worth of all people, cultures, viewpoints and backgrounds
Teamwork Ingersoll Rand team work together and share resources to provide greater value to our customers, employees, business partners and shareholders
Innovation Ingersoll Rand use diverse skills, talents and ideas to develop innovative, imaginative and creative solutions to challenges
Courage Ingersoll Rand speak up for what is right and take measured risks so the company can thrive
Corporate Social Responsibility
Ingersoll Rand sets an example by undertaking earnest Corporate Social Responsibility
Initiatives. Ingersoll Rand machines and personnel have been actively involved in disaster
relief work in regions affected by natural calamities such as during the Gujarat Earthquake
(2001) and the Tsunami (2004). Ingersoll Rand has successfully partnered with the defense
and other government agencies in these massive operations. Ingersoll Rand machines have
come to be recognized as invaluable assets in disaster management.
Best brands from Ingersoll rand:
Club car:
As a division of Ingersoll Rand - the world leader in creating and sustaining safe, comfortable
and energy efficient environments - Club Car is the world’s largest manufacturer of electric
vehicles, and is proud to be on the forefront of environmentally responsible Zero Emission
Vehicle (ZEV) technologies
The Club Car product portfolio includes commercial utility vehicles, multi-passenger shuttle
vehicles, and rough-terrain and off-road utility vehicles
Hussmann:
Hussmann, a global manufacturer of refrigeration and food merchandising equipment, operates
as part of the Ingersoll Rand Climate Control Technologies Sector
Since 1906, Hussmann has been inspiring solutions by helping retailers preserve and display
fresh foods. Today Hussmann is a world leader in manufacturing, selling, installing and
servicing its merchandising equipment and refrigeration systems to customers throughout the
world.
Hussmann serves a wide variety of customers involved in the global cold chain. These include
supermarkets, mass merchants, warehouse clubs, convenience stores, drug stores and foodservice
establishments.
Hussmann inspires solutions in the areas of merchandising, food safety, shelf life extension,
sustainability and life cycle value. Hussmann is focused on addressing the needs of its customers,
providing solutions that provide superior value for their businesses.
SCHLAGE:
Schlage has become a market leader in home and industrial security solutions. For more than 85
years Schlage has been providing innovative security solutions for schools, hospitals, hotels,
condominiums and a host of other commercial buildings. Today, Schlage is at the forefront of
cutting-edge technology such as wireless security products, biometrics and video solutions. With
a wide range of products
THERMO KING:
Thermo King is a global manufacturer of cooling systems supplying global markets. It’s ten
plants in seven countries design and builds refrigeration and heating units for trucks, trailers, rail
cars and ocean-going containers. And air conditioning for buses, trains and urban mass transit.
TRANE:
Trane, a business of Ingersoll Rand - the world leader in creating and sustaining safe,
comfortable and energy efficient environments - improves the performance of homes and
buildings around the world
Journey of Ingersoll Rand since 1871
1871
Simon Ingersoll’s steam-powered rock drill is patented Ingersoll Rock Drill Company is formed
1872
Rand & Waring Drill & Compressor Company is formed
1879
Rand & Waring changed to Rand Drill Company
1888
Ingersoll Rock Drill Company merges with Sergeant Drill Company to form Ingersoll-Sergeant Drill Company
1894
WR Grace named president of Ingersoll-Sergeant
1896
J. George Leyner invents the hammer drill
1902
Type X portable compressor line is introduced by Rand
1904
Panama Canal is started using Ingersoll-Sergeant drills
1905
Merger of Ingersoll-Sergeant Drill Company and Rand Drill Company to form Ingersoll-Rand Company.
1906
William Saunders becomes first president of Ingersoll-Rand
1907
Imperial Pneumatic Tool is acquired
1909
A.S. Cameron Steam Pump Works is acquired
1912
Jackhammer drill is invented (Trade name: Jackhammer)
1912
J.G. Leyner Engineering Works Company is acquired
1913
William Saunders becomes Ingersoll-Rand’s first Chairman
1925
Develops first commercially successful diesel electric locomotive engine; first diesel electric locomotive sold to Central Railroad of New Jersey
1927
Provides jackhammer drills and air compressors for work on Mount Rushmore
1934
First air-powered Impactool introduced
1936
George Doubleday elected chairman
1942
The Company is recognized for its wartime contributions with the coveted Army-Navy “E” Award
1948
The Quarrymaster is introduced; known as the first modern self-contained, mobile, air-powered rock drill for large-diameter blast holes
1954
World’s first atomic-powered submarine is equipped with Ingersoll-Rand boiler-feed pumps and compressors
1955
Downhole drill is introduced
1955
Daniel C. Keefe elected chairman of the board
1959
Robert Johnson elected chairman
1967
William L. Wearly elected chairman
1968
The Torrington Company manufacturer of bearings and motion control products, is acquired
1968
Centac air compressor is introduced
1972
Company executive offices move from NYC to Woodcliff Lake, New Jersey
1974
Acquires Schlage Lock Company
1977
Builds the world’s fastest rescue drill for the South African Chamber of Mines
1980
Thomas A. Holmes elected chairman
1982
High speed centrifugal pump introduced
1986
Ingersoll-Rand and Dresser Industries form Dresser-Rand
1987
The Company re-enters China through joint venture with Xuanhua Pneumatic Machinery Limited
1988
Theodore H. Black becomes Chairman
1990
The ARO Corporation is acquired
1993
James E. Perrella elected Chairman
1995
Acquires Clark Equipment Company, including Bobcat, Club Car and Blaw-Knox
1996
Steelcraft, manufacturer of steel doors and frames, is acquired
1996
Zimmerman International Corporation, manufacturer of ergonomic material handling systems, is acquired
1997
Acquires Newman Tonks, European producer of architectural hardware
1997
Thermo King, manufacturer of transport refrigeration equipment, is acquired
1999
Harrow Industries, is acquired, including Locknetics (electronic security products). Recognition Systems (biometric security). Ives and Broadway (architectural hardware and bath fixtures.)
2000
Herbert L. Henkel elected chairman
Acquires 100% ownership of Dresser-Rand
Hussmann, manufacturer of stationary refrigeration equipment, is acquired
Acquires Interflex, provider of time and attendance, scheduling and security systems
Superstav, Czech Republic-based manufacturer of compact equipment, is acquired
2001
Kryptonite Corporation manufacturing of portable security products, is acquired
2003
Completes sale of Torrington
2004
Completes sale of Drilling Solutions and Dresser-Rand
2005
Acquires CISA, ITO and SuperRay
Acquires majority interest in Shenzhen Bocom System Engineering Co. Ltd., a China-
based provider of Integrated Security Technologies and Services
Acquires Dolphin Electromagnetic Technologies, an India-based Provider of Integrated
Security Technologies and Services
Acquires Astrum GmbH, a Leading Developer of Personnel Scheduling and Management
Software and Services
Acquires United States Distribution Rights for Tramac Branded Hydraulic Breakers
Establishes a Joint Venture for the Manufacture and Distribution of Door Locks with
Taiwan Fu Hsing Industrial Co.
2006
Celebrates 100 Years of Trading on the New York Stock Exchange
Acquires Geith International, an Ireland-based Equipment Attachments Manufacturer
Acquires the Global Low-Pressure Air Business of BOC Edwards
Acquires ZEKS Compressed Air Solutions, a Leading North American Provider of
Compressed Air Treatment Technologies
2007
Acquires Remaining Interest of Instrum Rand Sells its Road Development Business Unit for $1.3 Billion to AB Volvo Signs an agreement to purchase privately owned Officine Meccaniche Industrial srl
(OMI), a leading European provider of compressed-air treatment equipment Sells its Bobcat, Utility Equipment and Attachments Business Units for $4.9 Billion to
Doosan Infracore
Announces definitive agreement to acquire Trane Inc. (formerly American Standard Companies) in a transaction valued at approximately $10.1 billion
2008
Completes acquisition of Trane Inc., a global leader in indoor climate control systems, services and solutions in a transaction valued at approximately $10.1 billion
2010
Ingersoll Rand is now valued at approximately $ 13 billion
Air Compressor:
Air compressor is a versatile device used for supplying the compressed air for special
requirements, it is used for any purpose that requires air in the reduced volume or increased
pressure
It is mostly used in the refrigerators, air conditioners, jet engines, commercial businesses,
refining industries, manufacturing industries and automotive industries. Air compressor is being
used in industries for more than 100 years.
Air compressor types:
Air compressors are available in various types, which are designed to meet different
requirements. Each of the type of air compressor may differ in cooling method, compression
stages, lubrication and power source.
Following are the three major types of air compressors
a) Reciprocating air compressor
b) Rotary air compressor
c) Centrifugal air compressor
Reciprocating air compressor:
Reciprocating air compressor makes use of piston to compress air and store it in a storage tank.
Based on the number of compression stages, reciprocating type can be a single-stage or double-
stage compressor. In single-stage, only one piston is used to compress air, whereas in double-
stage compressor, there are two pistons for air compression.
Rotary air compressor:
The rotary screw air compressors have become the most popular source of compressed air for
industrial applications. A major reason is its simple compression concept. Air enters a sealed
chamber where it is trapped between two contra- rotating rotors. As rotors intermesh, they reduce
the volume of the trapped air and deliver it compressed to the proper pressure level. This simple
compression concept with continuous contact cooling, allows the rotary screw air compressor to
operate with temperatures approximately one half that generated by a reciprocating compressor
This lower temperature enables the rotary screw to operate in a fully loaded continuous duty
cycle 24 hours per, 365 days per year, if necessary. Its ability to operate for extended periods of
time makes the rotary compressor ideal for demanding industrial applications.
Centrifugal air compressor:
Centrifugal air compressor or dynamic compressor is applicable when the demand for compress
air is high. In this air compressor, a high speed rotating impeller increases velocity of air, which
is directed towards a diffuser that converts the velocity of air into pressure. Centrifugal air
compressor requires more energy to operate than the other two air compressors.
How an air compressor works:
Air compressor consists of two major components - compressing mechanism and a power
source. The compressing mechanism can be a piston, rotating impeller or vane, whereas the
power is supplied by an electric motor or other energy sources. The compressing mechanism, as
the name suggests, helps in compressing atmospheric air by using energy from the power source.
The basic working principle of an air compressor is to compress atmospheric air, which is then
used as per requirements. In the process, atmospheric air is drawn in through an intake valve;
more and more air is pulled inside a limited space mechanically by means of piston, impeller or
vane. Since the amount of pulled atmospheric air is increased in the receiver or storage tank,
pressure is raised automatically.
In simpler terms, free or atmospheric air is compressed after reducing its volume and at the same
time, increasing its pressure. There is a pressure setting knob that can be manipulated as per the
requirement of the operator. When the pressure increases to the maximum pressure setting in the
receiver or tank, the pressure switch shuts off the intake of air in the compressor. When the
compressed air is used, the pressure level falls. As the pressure drops to a low pressure setting,
the pressure switch is turned on, thus allowing the intake of atmospheric air. Thus, the cycle
continues in an air compressor.
Objectives of Project:
To find market share of Ingersoll Rand compressors across India in selected regions
To know the major competitors of Ingersoll Rand across India
To find the unexplored market for future needs to increase market share
To collect database of potential customers
To know the customer expectations about the compressors
Marketing Research Methodology:
Exploratory research:
Exploratory research provides insights into and comprehension of an issue or situation,
exploratory research is a type of research conducted because a problem has not been clearly
defined.
Information process and source:
Primary data: The data collected is the information that has been gathered for the research
objectives at hand and is not collected for some other purpose other than research at hand
The data collected is by visiting the companies personally and collecting the data from
owners, managers, supervisors, and workers who are familiar with the air compressor on
which they are working
The survey is organized all over India and in Bangalore various companies located in
industrial areas like Yeswanthpur, Peenya and kumbalgodu are covered to collect the
primary data
Data was collected by face to face interviews and over phone No of companies visited 218 The questionnaire used is included with open ended, closed ended and scaled responses
Sampling method
Area sampling: A method in which the area to be sampled is subdivided into smaller blocks
which are selected at random and then sub sampled or fully surveyed; method is used when a
complete frame of reference is not available.
Analysis of the Questionnaire:
Q. Since how many years you are using a compressor?
The compressors being used for more than 20 years and are not replaced Most of them are purchased recently from 4 years to 8 years
Q. What is the capacity of the compressor which you are using?
As per the requirement of the Branch manager of Ingersoll Rand the max capacity of
the compressor is 20 HP and below 20 HP ranging up to 1 HP
Q. Are you satisfied with the current compressor?
Among the respondents 78.3 % are satisfied consumers with the compressor they
are using and there is little scope for them to change the compressor 21.7% of the respondents are not satisfied due to various reasons like after sale
service, availability of spare parts etc.
Q. Are you aware of Ingersoll Rand Air Compressor?
Almost 83 % of the respondents are aware of Ingersoll Rand compressor This suggests that people are well aware of the various options available in market before
they purchase Approx 17% of the respondents are not aware of Ingersoll Rand compressor, so there is a
necessity to make an advertisement campaign to make people aware of the compressor
Q. How do you rate the following aspects for purchasing a compressor?
Low Medium High Not considered Cost Long lasting Consistency Certifications After sale service Spare parts
Consumers rating in the aspect of “cost”
The general perception leads to a conclusion that the cost of the compressor should be comparatively low from the diagram 60% opting for low cost
The consumers are not willing to pay high even there is considerable quality in the compressor as the data is valid for compressor below 20 HP
Q. How do you rate the following aspects for purchasing a compressor?
Customers rating in the aspect of “long lasting”
73.3% of the respondents are opting for a compressor which works for long time , from
the data it is evident that even the compressors are being used for more than 20 years 4.6% of the respondents are not looking for long lasting feature probably to meet short
term objectives
Q. How do you rate the following aspects for purchasing a compressor?
Customers rating in the aspect of “Consistency”
81% of the respondents are looking for a compressor which is consistent Ingersoll Rand compressors are consistent with the working condition but there should be
a tradeoff between the cost and other features
Q. How do you rate the following aspects for purchasing a compressor?
Customers rating in the aspect of “Certifications”
Half of the respondents interviewed are not particular about their compressor meeting all the certifications
Q. How do you rate the following aspects for purchasing a compressor?
Customers rating in the aspect of “After sale service”
73.7% of the respondents are looking for feature of after sales service Most of the local manufactures are not good in giving after sale service
Q. How do you rate the following aspects for purchasing a compressor?
Customers rating in the aspect of “Spare parts”
52.5 % of the respondents are looking for availability of spare parts after purchasing the compressor
30% are looking for spare parts moderately
Q. What is your opinion about Ingersoll Rand air compressor?
The general perception of Ingersoll rand company air compressor among the respondents 55% of them are considering it as costly 18% are considering it consistent 17.5 % are considering it reliable This strongly suggests that there is a need to compromise on the aspect of cost
Findings & Suggestions
The Ingersoll Rand company compressors are maintaining very high standards as per the
specifications of India and U.S.A standards The consumers are looking for local manufactures of compressors as they are cheap and
sturdy because the basic purpose of a compressor is to compress the air and it is being
met A compressor once purchased is used for more than 10 years depends on the
maintenance, and installation place of the compressor The Main competitors of Ingersoll Rand compressors are Chicago pneumatic, ELGI, MR,
Mecco and SRIRAM compressor in the category of below 50 HP Most of the compressors are competitors especially in the low capacity range i.e. under
50 HP Ingersoll Rand is a market leader in compressors with a wide range of up to 2000Hp
centrifugal compressors If the company is ready to compromise on the cost aspect it can have more sales like it is
doing in high capacity compressors range
Bibliography:
http://www.ingersollrand-india.com/
http://company.ingersollrand.com/Pages/default.aspx
The catalogues provided by the company
Annexure:
Questionnaire.
1. Name of the respondent:
2. Company/Industry name:
3. Personal details: Contact No: E mail Id :
4. Address of the company:
5. Which company air compressor you are using at present…………………
6. What is the Model No of the Air Compressor ……………..
7. What is the capacity of the compressor………………..
8. Since how many years you are using the compressor a. Less than 5 years b. 5 years to 10 years c. 10 years to 15 years d. More than 15 years
9. Are you satisfied with the current compressor
a. Yes b. No
10. Are you aware of Ingersoll Rand Air compressor a. Yes b. No
11. How do you rate the following aspects for purchasing a compressor Low Medium High Not considered Cost Long lasting Consistency Certifications After sale service Spare parts
12. How many hours do you use the compressor per day.
13. What is your opinion about Ingersoll Rand air compressor a. Reliable b. Consistent c. Costly d. Others, (Please specify)
