BRAND BUILDING OF AIRTECH PVT. LTD THROUGH IMTEX 2011”

COMPANY PROFILE OF AIRTECH PRIVATE LIMITED
Airtech- 1980
Founder - Mr. Lajpath Rai Sukhija .
Airtech- involved in the production of power chucks, rotary cylinders, custom built chucks, turret lath tooling.
The technical competence - cost effective customized solutions
Airtech’s sister concern - Chuckmatic.

findings
IMTEX has 180000 visitors and participants (940 INDIAN companies and 24 overseas Companies).

Companies build their brand value chain and sales through IMTEX.

IMTEX is one of the exhibition through which Machine Tools Company’s products are promoted. Among 50 respondent 84% respondents revealed that both companies and visitors are benefited through IMTEX.

Stall of Airtech in IMTEX 2009 was also moderately attractive because 48% respondent revealed that Airtech stall was attractive and 30% respondent revealed it was moderate.

Promotions and advertisement of Airtech were unattractive as 48% of respondent opined that it was unattractive and 30% respondent revealed that it was moderate.
Airtech coordinators assistance was not up to the mark because respondents have ranked within 4,5and 6 so it can be made out that APL coordinators assistance was not up to the mark of visitors.

Live demonstration helped lot but visitors were averagely satisfied.

There is a huge need of video presentation as 84% of respondents strongly believe that video presentation is very much needed.

By looking at the above graph 23 respondents have ranked 6 and 12 respondents have ranked 5 which shows that the overall performance and competition of Airtech was moderate and majority of the respondents are moderately satisfied with APL as compared to other stalls .

Recommendations
As there are huge numbers of visitors as well as participants it will be helpful to the company in launching their new products.

The company should aim at improving its marketing network by enhancing its dealer networks and sales force to gain a strong foot hold in the untapped market which would further help the company boost its brand image.

Customer enquiries should be handled effectively and product features should be communicated to the customer with all the specification details at the initial stage of enquiry.

The company should certify the ISO standards which will be helpful in increasing the clients and their beliefs on Airtech products.

The stall should be more attractive, the company should use more service scapes to attract the visitors.

conclusion
The Indian machine tool industry is a very dynamic industry and has been growing ever since the industrial revolution.

Airtech is one of the second largest Chuck manufacturing companies in India and has the potential to lead the club as it has been well known for its quality. With just a few changes in its management pattern and following some sales promotions and advertisement tool kit the company can achieve new heights and also contribute towards the economic growth of the country

1. JSS
DR.D.VEERENDRA HEGGADE INSTITUTE OF MANAGEMENT STUDIES
AND RESARCH
(Approved by AICTE & Affiliated to KarnatakUniversity, Dharwad)
“BRAND BUILDING OF AIRTECH PVT. LTD THROUGH IMTEX 2011”
AT
AIRTECH PRIVATE LIMITED
Presented by
Rakesh B Katti
Internal Guide External Guide
Mr. Vinayanand Vibhuti Mr. Vinaykumar Rai
Lecturer Marketing Manager

2. •Metal-Cutting &
Metal-Forming
Machine Tools
•CNC (Computer
numerical Control) &
Conventional Machine
Tools
•Automotive Sector
•Capital Goods Sector
•Intermediate Goods
Sector
INDUSTRY PROFILE

3. COMPANY PROFILE OF AIRTECH PRIVATE LIMITED
Airtech-1980
Founder -Mr. Lajpath Rai Sukhija.
Airtech-involved in the production of power chucks, rotary
cylinders, custom built chucks, turret lath tooling.
The technical competence -cost effective customized solutions
Airtech’s sister concern -Chuckmatic.

4. PRODUCT PROFILE

5. Original EquipmentManufacturers
Laxmi Machine works,Coimbator.
ACE Designers Bangalore
Jyoti Machine, Rajkot
HHT, Bangalore
Competitors Profile
GMT (Guindy Machine Tools), Chennai.
Scientific Engineering Corporation
(SECO),
Gurgaon Punjab
Chennai Clamping Devices.
Jaws manufacturing, Pune
Public and Private Companies
(Customers)
Bajaj Auto, Aurangabad
Telco, Dharwad and Pune
BHEL Bangalore
HAL Bangalore
Government organizations
Railways
Defense
Power supply plant
Departmental studies
Planningandpurchasedepartment
Marketingdepartment
Qualitycontroldepartment
Productiondepartment
Financedepartment
Administrationandhrdepartment

6. RESEARCH DESIGN
STATEMENT OFTHEPROBLEM
“RedesigninganeffectiveadvertisementandSalespromotiontoolkittobuilda
brandvaluechainofAPLinIMTEX-2011”.
Objectivesofthestudy
•TostudythedisqualifiedparameterswhichdidnotbringsuccessforAPLin
IMTEX-2009.
•ToredesignasalepromotiontoolkitforIMTEXtobetoidentifythestandardsor
focussetbythecompanyinIMTEX-2009.
•ToredesignasalespromotiontoolkitforAirtechPvt.LtdinIMTEXheldon2011.
•Toidentifythelatestadvertisementmethodstobuildabrandvaluechain.

7. RESEARCH METHODOLOGY
•Population-PopulationalloverIndia.
•SamplingUnit-CustomersfromHubli,Dharwad,BelgaumandBanglore.
•SamplingMethod-Probabilitysampling.
•SamplingSize-ASampleof50respondentsistakenforthepurposeof
researchstudy.
•SamplingPlan-Theresponsesaretakenbywayofquestionnaire.
LIMITATIONS
•Anunderlyingassumptionfortheentireprojectisthatthedetailsandthe
feedbackreceivedfromtheCustomersaretrue.
•Gettingaccurateresponsesfromtherespondentsduetotheinherent
problems,theymaypartialorrefusedtocooperate.
•Conductingasurveythroughpersonalinteractionandemailistediousand
timeconsuming.
•LackofsupportofCompaniesbynotrespondingtothee-mails.
•SurveyLimitedto50respondents.

8. ANAYLSIS AND INTERPRETATION
REGULAR VISITOR OF IMTEX 69%
27%
4%
Visitors of IMTEX
Yes
NO
Avg
ParticularsTotal
Yes NO Avg
Respondents
50 36 14 2

9. REASON TO VISIT IMTEX
ParticularsTotal
Product rangeBrand imagePrice rangeAds/ Promos
Respondents
50
32 9 4 5
64%
18%
8%
10%
Product rangeBrand image Price rangeAds/ Promos

10. STALL OF AIRTECH
Particulars
Very attractiveAttractiveModerateUnattractive
Respondents 11 24 15 0
Very
attractive
Attractive Moderate Unattractive
11
24
15
0
Attractiveness of Airtech in Imtex

11. PROMOTIONS AND ADVERTISEMENTS OF
AIRTECH
Particulars Very attractiveAttractiveSatisfactoryUnattractive
Respondents 4 7 15 240
5
10
15
20
25
Very
attractive
Attractive Satisfactory Unattractive
4
7
15
24
Respondents

12. HELPFULNESS OF AIRTECH
COORDINATORS IN ASSISTING
Rank10Rank9Rank8Rank7Rank6Rank5Rank4Rank3Rank2Rank1
1 0 0 2 13 14 11 6 1 2
0 5 10 15
Rank10
Rank9
Rank8
Rank7
Rank6
Rank5
Rank4
Rank3
Rank2
Rank1
1
0
0
2
13
14
11
6
1
2

13. LIVE DEMONSTRATION
Rank10Rank9Rank8Rank7Rank6Rank5Rank4Rank3Rank2Rank1
3 4 6 16 10 8 1 1 0 1
Rank10Rank9 Rank8 Rank7 Rank6 Rank5 Rank4 Rank3 Rank2 Rank1
3
4
6
16
10
8
1 1
0
1
Live Demonstration

14. VIDEO PRESENTATION
Very much neededNeeded Not needed
42 6 2

15. COMPARISON WITH OTHER
STALLS
Rank10Rank9Rank8Rank7Rank6Rank5Rank4Rank3Rank2Rank1
3 4 0 5 23 12 1 1 0 13
4
0
5
23
12
1 1 0 1
0
5
10
15
20
25
Rank10Rank9Rank8Rank7Rank6Rank5Rank4Rank3Rank2Rank1

16. FINDINGS
•IMTEXhas180000visitorsandparticipants(940INDIAN
companiesand24overseasCompanies).
•Companiesbuildtheirbrandvaluechainandsalesthrough
IMTEX.
•IMTEXisoneoftheexhibitionthroughwhichMachineTools
Company’sproductsarepromoted.Among50respondent84%
respondentsrevealedthatbothcompaniesandvisitorsare
benefitedthroughIMTEX.
•Stall of Airtech in IMTEX 2009 was also moderately attractive
because 48% respondent revealed that Airtech stall was attractive
and 30% respondent revealed it was moderate.
•Promotions and advertisement of Airtech were unattractive as
48% of respondent opined that it was unattractive and 30%
respondent revealed that it was moderate.

17. •Airtech coordinators assistance was not up to the mark because
respondents have ranked within 4,5and 6 so it can be made out
that APL coordinators assistance was not up to the mark of
visitors.
•Live demonstration helped lot but visitors were averagely
satisfied.
•There is a huge need of video presentation as 84% of
respondents strongly believe that video presentation is very
much needed.
•By looking at the above graph 23 respondents have ranked 6
and 12 respondents have ranked 5 which shows that the overall
performance and competition of Airtech was moderate and
majority of the respondents are moderately satisfied with APL as
compared to other stalls .

18. RECOMMENDATIONS
1.As there are huge numbers of visitors as well as participants it will be
helpful to the company in launching their new products.
2.The company should aim at improving its marketing network by
enhancing itsdealer networks and sales force to gain a strong foot hold
in the untapped marketwhich would further help the company boost its
brand image.
3.Customer enquiries should be handled effectively and product
features should becommunicated to the customer with all the
specification details at the initial stage of enquiry.
4.The company should certify the ISO standards which will be helpful in
increasing the clients and their beliefs on Airtech products.
5.The stall should be more attractive, the company should use more
service scapes to attract the visitors.

19. 6.Promotional and advertisement activity should be more attractive
like POP(point of purchase) display.
7.Airtech should increase its customers and OEM’s (original
equipment manufacturers) in the time available before participating
in IMTEX 2011.
8.Live demonstration should be given to specific visitors and
coordinators playing live demonstration should be specialized
person.
9.There is a very huge need of video presentation in Airtech stall so
video presentation helps lot in giving product knowledge with 3D
effects and 3D sounds with animations which will grab the attention
of visitors in unique way.
10.Coordinators should be trained and ask to respond and
communicate in a way that is more suitable and acceptable to the
visitors.

20. CONCLUSION
The Indian machine tool industry is a very dynamic industry and has been
growing ever since the industrial revolution.
Airtech is one of the second largest Chuck manufacturing companies in
India and has the potential to lead the club as it has been well known
for its quality. With just a few changes in its management pattern and
following some sales promotions and advertisement tool kit the
company can achieve new heights and also contribute towards the
economic growth of the country as it can generate ample of
employment opportunities directly and indirectly.
The company across the market is known for its quality and its
management practices.Working with the company has helped me in
various aspects and all the practical experience during the tenure of my
project will help me in shaping my career. The industry and the
company have exposed me to various aspects and conditions which
will help me in my future.