A STUDY ON CONSUMER SATISFACTION AND BRAND AWARENESS OF BATHROOM FITINGS

JAQUAR AND COMPANY LIMITED ERNAKULAM

Project report submitted in partial fulfillment of

the fourth semester requirement of the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Of

Mahatma Gandhi University, Kottayam

By

GEORGE VARGHESE

Reg No:10519

Under the guidance of

MR THOMAS WILSON

Faculty Guide

Jai Bharath School of Management Studies

Arakkappady, Perumbavoor

ERNAKULAM

2009 – 2011

DECLARATION

I, George Varghese, do here by declare that the project work titled ’A Study on consumer satisfaction and brand

awareness in Jaquar and company limited, is a bonafied record of the work carried out by me under the

supervision of Mr. Thomas Wilson, project in charge JBSMS, in partial fulfillment of the requirement for the

award of the degree, Masters of Business Administration of Mahatma Gandhi University.

This project work is an original work and has not been submitted in part or full towards any other degree,

diploma, fellowship, or any other similar title of any university, institution, college, etc.

George Varghese

Reg.No.10519

ACKNOWLEDGEMENT

Any task would be incomplete to the end of the word of gratitude is not put in for all those who were a

part of it. This task would have been difficult for me if I had not received the support and

encouragement from the people who have helped me from the inception to the completion of the

organization study.

Firstly I would like to express my sincere gratitude to our Principal Prof. K.R Baburaj for giving me

an opportunity to do my research.

CHAPTER 1

General Introduction

The project work undertaken at jaquar & company limited was to conduct a distribution channel audit

among the authorized dealers of jaquar in Ernakulam dist in Kerala and a market study on geysers on

the same distributors. The study was also indented to assess the distributors and retailers attitudes

towards the product, brand and the company.

The detailed study was conducted to identify the consumer satisfaction level of jaquar products

and the quality of sales and service of jaquar products in the market. A total of 13 authorized dealers in

Ernakulam district and 15 non dealers in Ernakulam Districts were interviewed personally.

Other information’s like brand awareness problem solving method were also collected from the

dealers.

Statement of the problem

Are the dealers satisfied

Measure the effectiveness and efficiency of JAQUAR dealers.

Collect the information about JAQUAR customers.

Are the customers satisfied?

Industry Profile

History

The early beginningsThe Jaquar saga began in 1960, when a determined Mr. NL Mehra decided to start a bath fittings business. However, this industry was still at a very nascent stage in India and the technology to make high quality bath fittings did not exist in the country. But he simply followed his instincts and took the plunge with an entrepreneurial spirit and a passion to excel as his only resources.

Little did he know that some day, he would not only be hailed as a pioneer in the field but would continue to give it future direction in the decades to come.

The birth of EsscoMr. N L Mehra launched a company, which he named Essco Sanitations and began to manufacture quality taps. This marked the first phase of the Jaquar saga. Single-minded in his purpose, his sole aim was to manufacture bath fittings of a consistently high quality. His approach was distinctly customer-centric and he offered hitherto unparalleled customer services. As it happened, he was very successful in his endeavors. Essco steadfastly became known for its high quality, a fact that generated tremendous brand equity for the Company.

In many ways, Essco laid the foundations for greater things to come. For one, it firmly set the benchmarks for stringent quality standards in all products. Among its biggest achievements was the fact that it succeeded in establishing unparalled goodwill in the market, in terms of relationships with its customers and the trade. Many of those links remain as strong today - almost half a decade later.

Jaquar is launchedAs he steered Essco to a top position in the domestic market, Mr. Mehra gained a penetrating insight into the bath fittings industry and its future. He set about to create another copany to meet India's requirements of products which were in step with the latest design and technology principles of international markets.

In 1986, Jaquar & Company Ltd. was formed.

The rest is history

Today, the Jaquar Group as a whole has emerged the undisputed market leader in the field of bath

fittings in India. Heralded as a torchbearer of change through its policy of continuous innovation and

upgradation of technology, Jaqar has completely revolutionized the way the bath fittings industry used

to function in India.

Established in 1960, JAQUAR has carved out a special niche for itself as the Indias largest

manufacturer and exporter of bath fittings. Powered by extensive product development, backed by state

of the art production facilities, and supported by a vast marketing network. Acknowledged as a key

innovator in the industry, JAQUAR has revolutionized the designs and utility patterns of bath fittings in

the country. At JAQUAR technology is the prime enabler-the force that drives the company to new

heights. JAQUAR has installed the worlds most advanced plant and machinery sourced from global

leaders.

Constantly keeping abreast of the latest international international development in the industry

is an integral part of the JAQUAR tech spirit, and the knowledge derived from this endeavor is

channeled into steady stream of innovation that seeks to give its customers the very best in terms of

range, quality and aesthetic appeal. The cutting edges technology, and the world class products that

emerge from it enable JAQUAR to entrench itself in quality – conscious markets like UK, Switzerland,

USA, Canada, Denmark and the Middle East. This uncompromising focus on quality has been

internationally recognized – JAQUAR has been awarded the prestigious Fulham Geissler American

Award of Quality – received by the likes of apple, AT & T, Boeing, IBM, Kodak and Xerox in the past.

Recently JAQUAR brand has been declared SUPER BRAND

Company Philosophy

Seeking, searching, striving.

Always evolving, always growing.

Never satisfied with the way things are.

Harnessing the latest technology.

Focusing on quality with a religious forever.

Setting standards, then surpassing them.

Upgrading processes continuously.

Developing new products through R & D.

Making them more and more user-friendly.

Expanding markets nationally and internationally.

Penetrating deeper into existing markets.

Ensuring the best of pre and after-sales services.

Delighting customers and winning their confidence.

Creating brand equity, which is the envy of the entire industry.

Building mutually beneficial long-term relationships with business associates, clients and

vendors.

Managing every resource optimally.

Generating adequate returns to propel future growth.

Setting in motion a momentum that is self-sustaining.

At Jaquar, the pursuit of excellence is never-ending.

Our Mission

To be a truly World Class Company in all respects exceed our customers expectations in quality,

delivery and cost effectiveness through continuous product innovation, cutting edge technologies,

and customer interaction.

Our Core Values

A Passion for Technology

We believe in the courage to explore new horizons by adopting powerful new technological

solutions. 

Reliability

Our goal is to constantly strive to set the industry standard in providing products that aim at zero

error functioning. 

Integrity

We believe in creating an environment of openness and transparency in all business interaction. 

Teamwork

We firmly believe that "Teamwork is the fuel that allows common people to achieve uncommon

results." 

Lasting Relationships

We realize that cultivating and maintaining relationships is fundamental to our success, be it with

our customers or our dealers. We are forever ready to go the extra mile to incorporate a distinctly

people centric environment in our approach to business.

Quality Policy.

It has been, and shall continue to be out endeavors to use the best materials, trained and skilled labours,

and the latest machinery and professionalism to manufacture and market the quality product through

our experienced distributors and dealers, through out the net work in India and abroad for the ultimate

satisfaction to the customer not only for his value but his happiness and comforts, not once at all times.

MAKING ALIANCE

The Company has built strong alliances and relationships with international market leaders in the field

such as:

In 1936, A. O. Smith developed and patented a process to glass-line water heaters.

Today, A.O. Smith Water Products Company; the largest water heater manufacturer in North America,

has gained the respect and support of home owners, contractors, architects and specifying engineers in

over 60 countries by providing innovative technologies and energy efficient solutions.

Based on feedback from numerous focus group studies conducted throughout india and an endless

number of hours of market researh, A.O. Smith and Jaquar have formed a partnership; utilising their

individual strengths, to provide the A.O. Smith-Jaquar Elite Series for consumers who are demanding

an endless supply of style and comfort. 

 

Another distinguished collaborator of Jaquar is Aquis, the leading name in sensor taps and other sensor-

controlled products. A pioneer in the sensor technology, Aquis commands 95% share of the sensor-

controlled products reaching discerning consumers in India.

Docol has built success in Brazil, it is a pioneer in technological advances in Brazil and Latin America.

In 1976, after extensive research and testing, it was the first to introduce a silent operation flush valve,

free from water hammer and with low consumption of water, all in a single body construction and with

a great variety of finishes. It was also the first to release basin pillar taps and valves with automatic

shutoff in South America. It was also the first to launch a vandal-resistant line of fixtures and the first

to offer a complete product line for Dry Wall constructions, in addition to other innovative solutions.

Jaquar Lighting Division has enamored many and is sure to carve a niche with its elegant designs and

chic styling. Partnered by globally renowned organizations and internationally acclaimed lighting

goods companies known for their innovative ideas and sophisticated designs, Jaquar is all set to light up

your lives and become a capable and expert provider of quality and designer lighting goods across

price-points to corporate, commercial and residential segments. Partnering with international player

Artemide from Italy.

Jaquar intends to turn your home and office into an anviable masterpiece 

Established in 1986, Jaquar has emerged as the undisputed leader in quality bath fittings in India. The

keywords of progress and development at the Jaquar house are evolution, innovation and up gradation

With its immense penetration into the domestic and overseas markets, Jaquar is poised to take a giant

leap forward to explore new dimensions. With this pursuit, Jaquar has spread its wings and joined

hands with a German firm, Horst Breuer GmbH & Co., a member of the MASCO Group of Companies,

USA.

Based in Neuweid on the Rhine in Germany, committed to the philosophy: "Showering & More! More

quality, more functionality, more service,... simply more showering culture!" Breuer has set standards

for itself. 

Jaquar and Breuer bring 'Liveable' Trends for your bathrooms. 

 

Glass Idromassaggio was established in 1990 by a group of businessmen, who were absolutely

convinced that the hydromassage systems, at that time for the few, would become popular. This far-

sighted hunch laid the bases for constant development.

Encouraged by growing public approval, Glass became a joint stock company and built today?s head

office and facilities in Oderzo, which over the years have been extended from the initial 7,000 m2 to

the current 22,000 m2.

After a decade distinguished by an exponential increase in sales both in Italy and abroad, in 2000 Glass

Idromassaggio S.p.A. became part of the Masco group. This American multinational includes many

well-known European brands, such as Hansgrohe, Hueppe, Damixa, Thermic plus another 30

companies, making it one of the foremost manufacturing groups of bathroom fixtures and fittings in the

world. Being able to exploit group synergies has enabled Glass to increase its penetration of the

European markets. 

Founded in 1947, the Siamp group is based since its early days in the Principality of Monaco.Toilet

seat covers, tanks, mechanisms, float valves, evacuations, suspended sanitaries, covering, care and

ventilation solutions: Siamp designs, manufactures and distributes a wide range of products and

systems for the restroom space

Global partner of the leading ceramic manufacturers and hundreds of distributors, Siamp is in

permanent contact with an ever growing market.

National Scenario

The Indian bathroom fittings industries is dominated by a number of players around New Delhi, Punjab

and Hariyana. Because of lower raw material price and other factors operating in the region, they have

successfully gained an overwhelming share of the Indian market and also have considerable presence in

the international market place. All the major players have a multi range product portfolio and offer a

complete integrated package, including shower items towel racks etc.

In the bathroom fittings industries, there are two sectors. One is the organized sector and other

is the unauthorized sector. In the organized sector there are 6 to 7 companies. They are jaquar &

company ltd., Marc sanitations, Gem sanitation, Cobra sanitation all based at Delhi. The other are based

at Chandigarh. They are Nova sanitations, ARK sanitations and EssEss sanitations. These company

have their own manufacturing units and are professionally managed. They have a turnover of about 300

crores.

In the unauthorized sector, there are more than 500 companies which do not have any

manufacturing unit or any professional management. They source their materials from different vendors

and give a name to their fittings. For example, Omco, Soloto, Deep, Guru, Royal, Aqua etc. The

unauthorized sector has a turnover of may be 1000 crores. The organized sector designs their products

at their Research & Development Labs and manufactures them at their factory. Different models and

designs come to the market every year to suit the taste and need of the customer. Customers vary in

their taste in design and colors. In order to suit the taste of each and every customer the companies

comes out with different models and colors in bath fittings to suit the décor of the closets and tiles.

Going global

The Company's focus is very clearly set on globalization. Jaquar aims to establish itself firmly in the

world's top markets, to be acclaimed as an international brand.

Jaquar has positioned itself strategically in the United Kingdom, Middle East and Far East. And its

products have been very well received in international markets, where they have successfully competed

with major international brands.  

ORIENTATION CENTERS

Philosophy

Jaquar Orientation Centers provide services of utility and convenience to all concerned.

They serve as an interface between the Company and its customers where they can learn about the

usage of Jaquar products as well as their aesthetics and maintenance.

Each product of the wide Jaquar range is on display here.

Presently, there are 22 Jaquar Orientation Centers in India, which have the distinction of housing

the largest display of bath fittings in India.

Each Orientation Centre is interactive and has facilities for live demonstrations.

Each Centre also serves as a professional forum for architects/specifiers and a resource centre and

training ground for technicians.

It also updates and informs every class of customer on Jaquar's latest products and services.

Quality

For Jaquar, excellence is its own reward. It's an attitude that shows in every single activity we

undertake. It shows in our work culture, management style and future planning. It also shows in every

single piece manufactured by us - be it the workmanship, design, material used or the technology. The

extraordinary pull of Jaquar products is a manifestation of the focus on excellence.

As a result, Jaquar has been awarded several well-known international awards for Quality. Jaquar looks

at these honors as appreciations of its efforts. The awards are motivators. That's because, at Jaquar, we

never rest on our laurels. A goal achieved is never an end in itself. It's a milestone. The real award for

us is customer satisfaction.

Jaquar has been awarded the Superbrand status two times consecutively. It is the only company in the

bath fittings industry to receive this. The Company now figures in the list of 800 of the most respected

and preferred brands in India.

Fulham Geissler American Award for Quality:

Saudi Arabian Standards Organization - (Saudi Arabia)

Water Regulations Advisory Scheme - (United Kingdom)

Thai Industrial Standards - (Thailand)

United Kingdom Accreditation Service - (Europe)

CSR

We make a serious effort to ensure environment conservation.

We have gone the extra mile to create an eco-friendly environment by building a zero waste

plant.

Every possible anti-pollution system has been installed to ensure that no recyclable matter is

ejected outside the factory grounds.

As a result, we have achieved a state of zero waste emission and no pollutants are discharged

into the environment.

We have also minimized the use of precious natural resources, and go to great lengths to recycle

water by the process of rain harvesting.