A REPORT

ON
AWARENESS ABOUT GREATWHITE BRAND
BY
PROMITA DUTTA
(Enrollment no: 15BSPHH010809)

GreatWhite Global Pvt. Ltd.

A REPORT
ON
AWARENESS ABOUT GREATWHITE BRAND
BY
PROMITA DUTTA
(Enrollment no: 15BSPHH010809)

GreatWhite Global Pvt. Ltd.

A report submitted in partial fulfillment of
the requirements of
MBA Program of
IBS Hyderabad
Company Guide: Sunil Srivastava and Nikita Trivedi
Faculty Guide: Vijayudu

Date of submission: 10th April

TABLE OF CONTENTS

Introduction of the Organization

Abstract
1.1

Research objective

Introduction
1.1
1.2
1.3

Tool Used
Methodology
Limitations of the research

6
6
7

Main Text
1.4
1.5
1.6
1.7
1.8

Collected data
Customer segmentation Age wise
Customer segmentation Gender wise
Market Analysis
Action Plan

8
9
10
10
11

Introduction of the Organization

Introduction to the Company: GreatWhite Electricals is a vision of a group that once pioneered the first
Piano switches in 1963. About 5 decades later, the same passion has been reborn. GreatWhite Electricals
under the visionary guidance of Jadavjibhai Anchorwala has launched products under four broad
categories: Electrical Wiring Devices (EWD), Wires and Cables, Circuit protection system
(MCB/RCCBs) and Lighting & Luminaries. With about 50 years of leadership in the electrical
industry, the group has also further diversified into Realty, Writing Instruments and Paints under the brand
name Anchor Realty, Italia Pens and Anchor Paints respectively.
The industry type of the company is Manufacture and Sale.
The company has already launched switch brands like Petra, Tivoli, Fiana and Myrah under its
portfolio under two broad categories as Modular and Non Modular Switch. Their vision is to attain a level
of unparalleled supremacy in electrical Industry and to redefine the way people use electrical products by
providing them with an unprecedented level of security and safety through process of extensive R & D
and continuous innovation.
The company has state of the art facilities in Haridwar and Valsad. It has its head office in Mumbai and
other regional offices in all other four zones such as Haridwar, Pune, Jaipur and New Delhi.

Competitors of GreatWhite Electricals vary according to their product categories.

Their major competitors in switches include Anchor Electricals Pvt. Ltd., North West,
Crompton Greaves, Siemens and Bajaj Electricals.

In wires and cables, their major competitors include Anchor Electricals Pvt. Ltd., Finolex
Cables Ltd, Havells India Ltd, Polycab Group and Kalinga Group.

In circuit protection system, the competition givers are Bajaj Electricals, L & T, Havells
India Ltd, Honeywell, Siemens and Schneider Electric.

And the players which give competition to this company in lightning and luminaries are
Philips, Bajaj Electricals, Havells, Wipro, Surya, GE and Syska.

Abstract
The basic objective of this market research is to know the awareness of GreatWhite Electricals and
its electrical products among the end consumers in whole of Noida. It includes the through a
questionnaire targeting end consumers to know whether they are aware of the brand and its products or
not. It covers customers who are just aware and have used the product which gives a view about the
market coverage in the segment of end users apart from distributors and retails.

The objectives are as follows:

Understanding the customers and the segment the company deals with
Understanding the market awareness of the companys product amongst end
consumers
Calculating the market awareness amongst different end consumers based upon their
companys brand knowledge
Collecting data about competitors products being used amongst the end consumers
Analyzing the consumers market based upon the usage of the concerned companys
products and competitors products
Analyzing the results thus derived to perform activities to improve the awareness of
the market if required

Results can be analyzed according to the area, age group, competitors products usage and concerned
organizations product usage in the respective area. Word of Mouth can be a possible tool to increase the
awareness amongst the potential customers which will possibly be implemented as an action plan.

The awareness percentage thus calculated from every area would rather help in knowing the places
devoid of the companys brand.

Introduction
The topic of the internship is to know the awareness of GreatWhite electrical products among end
consumers through a questionnaire. It includes customers who are just aware and have used the product
which gives a view about the market coverage in the segment of end users.
As the companys journey has completed five years, its in growth phase. The knowledge of market
awareness about the companys brand is crucial to know to increase the market penetration. Collection of
data, analyzing the collected data, interpretation of the required options and implementing an action plan
solves the purpose. The scope revolves around the end consumers and their company awareness.
The tool used here is Primary Market Research Technique. To be specific, it includes Questionnaire.
As per the information of the collected data, below is the market research steps described as
methodology:

Defining the research problem: It consists of two main steps:

1. Formulating the problem: It includes how to reach the potential customer and its market
more, how to know about customer post sales satisfaction and to discover the ways to
analyze the competitors for the concerned products in the market.
2. Establishing research objectives: It includes information needed to solve the above
problems.
Selecting and establishing research designs: Here, Survey Method of Descriptive
Research is being selected and accordingly eight questions have been made for the research
design to question the end consumers.
Identify information types and sources: Here the collected data is primary data. The
method of accessing this primary data is personal survey. Here Questionnaire is used as a
research instrument. It is in the form of structured questionnaire with eight questions
along with a list of options for the customer to choose.
Collecting and analyzing data: Till now collected data covers 490 end consumers. Data is
being analyzed according to the sector or area, age group and gender.
Formulate finding: The collected data till now has been handed over to our company guides
accordingly.

The following are the limitations of the research:

There are less proper records of previously done data to compare with the present
market percentage.
Calculated percentage of data does not necessarily be accurate in drawing
conclusions.
Inference on a sample area wont necessarily be in sync with similar other sample
area to draw a proper conclusion
End consumers generally rely on retail outlets for best choice rather than their
personal choice over electrical appliances i.e. lack of interest
Lack of honesty and interest while filling a questionnaire amongst consumers

Survey has been achieved from door to door and hangout places till now. If a consumer is aware about
the product, he/she is being asked the rest of the questions related to the companys products. If the
consumer is unaware, question is being asked regarding usage of brands in electrical products category to
know the competitors reach in that market area.

Collection of data is done from Monday to Friday for the corresponding week and the collected data is
reported to the office on every Saturday of one or more areas in Noida. The organized form of data is
presented in the next module.

Main Text
Total end consumers covered: 490

Aware about the brand: 18

Unaware about the brand: 472

The following pie chart will show the corresponding people who are aware and unaware:

Percentage of end consumers awareness about the company's brand

Consumer's awareness

Consumers unawareness

As we can see, the awareness is far very less which gives the company a clear idea to work upon. Apart
from distributors and retailers, end consumers do play an important part which plays its significant role.
To be brief:

Such a huge difference shows the picture of end consumers having inadequate knowledge having
possibility reasons including lack of interest, lack of enough sources of knowledge or past records or
feedbacks.

The above pie chart shows the data collection from 10 sectors till now out of which only 3.7% know or
have used the products of GreatWhite. The collected data can be segmented demographically
according to the Age Group and Gender. It was visible that out of 3.7%, population less than 30 years
knows more about the brand as compared to population more than 30 years. In a total population of 17
out 490 who knows or have used:

Less than or equal to 30 years: 11

More than 30 years: 8

The below pie chart shows it:

Age segmentaion (%)

<= 30 years of age

> 30 years of age

The common observation was that less than 30 years portion of the total population was exposed to
internet and news by which they were aware about the brand. The rest were aware either by newspaper or
through retail outlets.

Under gender demography, Females are aware more than Males in the covered research till now. The
below pie chart shows it:

Gender segmentaion (%)

Female
Male

Out of 18:

Females: 11
Males 7

There were a few consumers who did use but stopped it due to shortage in supplies if the companys
products in retail outlets which should be taken care of. Care was taken while questioning the consumers
and was asked if any feedback or complaint they had. Discussions were conducted on collected data
according to results and interpretation of the analyzed statistics which requires an action plan.

Out of this data, Market Analysis can be done by:

Customer Analysis: Customer less than 30 years can be targeted for awareness through Internet
or paid ads which can increase the visibility of the brand. To target above 30 years of age,
awareness amongst the retail outlets should be increased as the shopkeepers are asked to provide
products on their perception by customers. Ads in newspapers and radio can also be implemented.
Competitor Analysis: The research till now has observed Anchor Electrical and Philips as its
major competitor. Focusing on the activities of them and their products USPs and weakness,
GreatWhite brand can be marketed in the industry.
Advertising Research: To increase the visibility, Advertisements plays a major role whether its
B2B or B2C. 17 customers have known it directly through advertisements or word of mouth.

Our action plan includes having Word of Mouth with the end consumers or contractors who are on the
process of building an infrastructure to increase the visibility of the brand if it didnt exist so that the
company can get its potential leads to convert them into potential customers.

This action plan will be taken in effect from this week i.e. 11th April.

Thank You.