PREFACE

The research report entitled, Marketing Strategy of Electric Switch Brands in India: A
Case Study of Anchor was really a great interest to do. We really enjoyed working on it.
Also, the topic was so interesting that it aroused my interest to do more and more work
regarding it.
The first real insight of an organization for management student comes only during her
preparation of project work because student first interacts with real practical work. This is
first introduction to industry and its working. This project work synthesize the theoretical
concept learn in the class room and its practical orientation in organization.
Research reports are backbone of any management education program. The tools that we
learn in the class room, we apply these tools in project work. I have seen the same problems
which were taught by our respectful teachers. A management master should frequently do
research work during her/her entire course plan.
This research report is divided in five chapters and each chapter has its own importance.
Together they show the entire picture of Marketing Strategy of Electric Switch Brands in
India: A Case Study of Anchor
The First chapter deals with the introduction of the topic, which describes the marketing
strategy and introduction of switch, and Anchor. The objective, scope and importance of
research are also mentioned in section of project work.
The Second chapter deals with research methodology. The process of carrying out the whole
research problem is defined in it. It contains information about the objectives of the research,
methods of data collection, sampling and sample design.

Third chapter is on data analysis and interpretation. This is the most important section of the
project work. This section contains the analysis of all the data collected so far and they are
interpreted to produce the final conclusion. It contains all the tables and charts which depicts
the result.
Chapter four contains the finding and recommendation of the research. This is based on the
data analyzed and interpreted in the previous chapter. This is the most important section of
the research report for a report is evaluated on the validity ad correctness of findings.
Chapter five depicted conclusion which concludes the whole report, that is, gives a brief
description of the process employed so far. And later chapters contain bibliography. Which
describes the list of sources from where the matter and information is collected? It contains
the list of books, authors, web sites use etc.

Harishankar Yadav
B.B.A. VI Semester

ACKNOWLEDGEMENT
I sincerely express my deep sense of gratitude to Mr. Vijay Kumar Pandey, Assistant
professor, Department of Business Administration, TERI, Ghazipur, for his extraordinary
cooperation, invaluable guidance and supervision. This thesis is the result of his painstaking
and generous attitude.
I would like to thank the Head of Department Mr. Rahul Anand Singh, who gives me
chance to work on this topic and valuable suggestions and useful comments throughout this
research work.
I owe and respectfully offer my thanks to my noble parents for their constant moral support
and mellifluous affection which helped me to achieve success in every sphere of life and
without their kind devotion this thesis would have been a sheer dream.
I am also thankful to my siblings for their constructive discussions, perseverance and
encouragement during this research work.
I sincerely acknowledge the efforts of all those who have directly or indirectly helped me in
completing my thesis successfully.
It is the kindness of these acknowledged persons that this thesis sees the light of the day.
I submit this thesis of mine with great humility and most regard.
Harishankar Yadav
BBA 6th Semester
Department of Business Administration
Technical Education & Research Institute
P.G. College, Ghazipur

Introduction
Marketing strategy
Marketing strategy is the goal of increasing sales and achieving a sustainable competitive
advantage. Marketing strategy includes all basic and long-term activities in the field of
marketing that deal with the analysis of the strategic initial situation of a company and the
formulation, evaluation and selection of market-oriented strategies and therefore contributes
to the goals of the company and its marketing objectives.
Developing a marketing strategy
Marketing strategies serve as the fundamental underpinning of marketing plans designed to
fill market needs and reach marketing objectives. Plans and objectives are generally tested for
measurable results. Commonly, marketing strategies are developed as multi-year plans, with a
tactical plan detailing specific actions to be accomplished in the current year. Time horizons
covered by the marketing plan vary by company, by industry, and by nation, however, time
horizons

are

becoming

shorter

as

the

speed

of

change

in

the

environment

increases. Marketing strategies are dynamic and interactive. They are partially planned and
partially unplanned. See strategy dynamics. Marketing strategy needs to take a long-term
view, and tools such as customer lifetime value models can be very powerful in helping to
simulate the effects of strategy on acquisition, revenue per customer and churn rate.
Marketing strategy involves careful and precise scanning of the internal and external
environments. Internal environmental factors include the marketing mix and marketing mix
modeling, plus performance analysis and strategic constraints. External environmental factors
include customer analysis, competitor analysis, target market analysis, as well as evaluation
of any elements of the technological, economic, cultural or political/legal environment likely

to impact success. A key component of marketing strategy is often to keep marketing in line
with a company's overarching mission statement.
Once a thorough environmental scan is complete, a strategic plan can be constructed to
identify business alternatives, establish challenging goals, determine the optimal marketing
mix to attain these goals, and detail implementation. A final step in developing a marketing
strategy is to create a plan to monitor progress and a set of contingencies if problems arise in
the implementation of the plan.
Marketing Mix Modeling
Marketing Mix Modeling is often used to help determine the optimal marketing budget and
how to allocate across the marketing mix to achieve these strategic goals. Moreover, such
models can help allocate spend across a portfolio of brands and manage brands to create
value.
Diversity of Strategies
Marketing strategies may differ depending on the unique situation of the individual business.
However, there are a number of ways of categorizing some generic strategies. A brief
description of the most common categorizing schemes is presented below:
Strategies based on market dominance
In this scheme, firms are classified based on their market share or dominance of an industry.
Typically there are four types of market dominance strategies:

Leader

Challenger

Follower

Nicher

According to Shaw, Eric (2012). "Marketing Strategy: From the Origin of the Concept to the
Development of a Conceptual Framework". Journal of Historical Research in Marketing,
there is a framework for marketing strategies.
Market introduction strategies
"At introduction, the marketing strategist has two principle strategies to choose from:
penetration or niche" (47).
Market growth strategies
"In the early growth stage, the marketing manager may choose from two additional strategic
alternatives: segment expansion (Smith, Ansoff) or brand expansion (Borden, Ansoff, Kerin
and Peterson, 1978)" (48).
Market maturity strategies
"In maturity, sales growth slows, stabilizes and starts to decline. In early maturity, it is
common to employ a maintenance strategy (BCG), where the firm maintains or holds a stable
marketing mix" (48).
Market decline strategies
At some point the decline in sales approaches and then begins to exceed costs. And not just
accounting costs, there are hidden costs as well; as Kotler (1965, p. 109) observed: 'No
financial accounting can adequately convey all the hidden costs.' At some point, with
declining sales and rising costs, a harvesting strategy becomes unprofitable and a divesting
strategy necessary" (49).

Early marketing strategy concepts

Borden's "marketing mix"
"In his classic Harvard Business Review (HBR) article of the marketing mix, Borden (1964)
credits James Colleton in 1948 with describing the marketing executive as a 'decider' and a
'mixer of ingredients.' This led Borden, in the early 1950s, to the insight that what this mixer
of ingredients was deciding upon was a 'marketing mix'" (34).
Smith's "differentiation and segmentation strategies"
"In product differentiation, according to Smith (1956, p. 5), a firm tries 'bending the will of
demand to the will of supply.' That is, distinguishing or differentiating some aspect(s) of its
marketing mix from those of competitors, in a mass market or large segment, where customer
preferences are relatively homogeneous (or heterogeneity is ignored, Hunt, 2011, p. 80), in an
attempt to shift its aggregate demand curve to the left (greater quantity sold for a given price)
and make it more inelastic (less amenable to substitutes). With segmentation, a firm
recognizes that it faces multiple demand curves, because customer preferences are
heterogeneous, and focuses on serving one or more specific target segments within the
overall market" (35).
Dean's "skimming and penetration strategies"
"With skimming, a firm introduces a product with a high price and after milking the least
price sensitive segment, gradually reduces price, in a stepwise fashion, tapping effective
demand at each price level. With penetration pricing a firm continues its initial low price

from introduction to rapidly capture sales and market share, but with lower profit margins
than skimming" (37).

Forrester's "product life cycle (PLC)"

"The PLC does not offer marketing strategies, per se; rather it provides an overarching
framework from which to choose among various strategic alternatives" (38).

Introduction of Switch
An electrical switch is any device used to interrupt the flow of electrons in a circuit. Switches
are essentially binary devices: they are either completely on ("closed") or completely off
("open"). There are many different types of switches, and we will explore some of these types
in this chapter.
Though it may seem strange to cover this elementary electrical topic at such a late stage in
this book series, I do so because the chapters that follow explore an older realm of digital
technology based on mechanical switch contacts rather than solid-state gate circuits, and a
thorough understanding of switch types is necessary for the undertaking. Learning the
function of switch-based circuits at the same time that you learn about solid-state logic gates
makes both topics easier to grasp, and sets the stage for an enhanced learning experience in
Boolean algebra, the mathematics behind digital logic circuits.
History of Switch
The simplest type of switch is one where two electrical conductors are brought in contact
with each other by the motion of an actuating mechanism. Other switches are more complex,
containing electronic circuits able to turn on or off depending on some physical stimulus
(such as light or magnetic field) sensed. In any case, the final output of any switch will be (at
least) a pair of wire-connection terminals that will either be connected together by the
switch's internal contact mechanism ("closed"), or not connected together ("open").

Any switch designed to be operated by a person is generally called a hand switch, and they
are manufactured in several varieties:

Toggle switches are actuated by a lever angled in one of two or more positions. The common
light switch used in household wiring is an example of a toggle switch. Most toggle switches
will come to rest in any of their lever positions, while others have an internal spring
mechanism returning the lever to a certain normal position, allowing for what is called
"momentary" operation.

Pushbutton switches are two-position devices actuated with a button that is pressed and
released. Most pushbutton switches have an internal spring mechanism returning the button
to its "out," or "unpressed," position, for momentary operation. Some pushbutton switches
will latch alternately on or off with every push of the button. Other pushbutton switches will
stay in their "in," or "pressed," position until the button is pulled back out. This last type of
pushbutton switches usually have a mushroom-shaped button for easy push-pull action.

Selector switches are actuated with a rotary knob or lever of some sort to select one of two or
more positions. Like the toggle switch, selector switches can either rest in any of their
positions or contain spring-return mechanisms for momentary operation.

A joystick switch is actuated by a lever free to move in more than one axis of motion. One or
more of several switch contact mechanisms are actuated depending on which way the lever is
pushed, and sometimes by how far it is pushed. The circle-and-dot notation on the switch
symbol represents the direction of joystick lever motion required to actuate the contact.
Joystick hand switches are commonly used for crane and robot control.
Some switches are specifically designed to be operated by the motion of a machine rather
than by the hand of a human operator. These motion-operated switches are commonly called
limit switches, because they are often used to limit the motion of a machine by turning off the
actuating power to a component if it moves too far. As with hand switches, limit switches
come in several varieties:

These limit switches closely resemble rugged toggle or selector hand switches fitted with a
lever pushed by the machine part. Often, the levers are tipped with a small roller bearing,
preventing the lever from being worn off by repeated contact with the machine part.

Proximity switches sense the approach of a metallic machine part either by a magnetic or
high-frequency electromagnetic field. Simple proximity switches use a permanent magnet to
actuate a sealed switch mechanism whenever the machine part gets close (typically 1 inch or
less). More complex proximity switches work like a metal detector, energizing a coil of wire
with a high-frequency current, and electronically monitoring the magnitude of that current. If
a metallic part (not necessarily magnetic) gets close enough to the coil, the current will
increase, and trip the monitoring circuit. The symbol shown here for the proximity switch is
of the electronic variety, as indicated by the diamond-shaped box surrounding the switch. A
non-electronic proximity switch would use the same symbol as the lever-actuated limit
switch.

Another form of proximity switch is the optical switch, comprised of a light source and
photocell. Machine position is detected by either the interruption or reflection of a light beam.
Optical switches are also useful in safety applications, where beams of light can be used to
detect personnel entry into a dangerous area.
In many industrial processes, it is necessary to monitor various physical quantities with
switches. Such switches can be used to sound alarms, indicating that a process variable has
exceeded normal parameters, or they can be used to shut down processes or equipment if
those variables have reached dangerous or destructive levels. There are many different types
of process switches:

These switches sense the rotary speed of a shaft either by a centrifugal weight mechanism
mounted on the shaft, or by some kind of non-contact detection of shaft motion such as
optical or magnetic.

Gas or liquid pressure can be used to actuate a switch mechanism if that pressure is applied to
a piston, diaphragm, or bellows, which converts pressure to mechanical force.

An inexpensive temperature-sensing mechanism is the "bimetallic strip:" a thin strip of two

metals, joined back-to-back, each metal having a different rate of thermal expansion. When
the strip heats or cools, differing rates of thermal expansion between the two metals causes it
to bend. The bending of the strip can then be used to actuate a switch contact mechanism.
Other temperature switches use a brass bulb filled with either a liquid or gas, with a tiny tube
connecting the bulb to a pressure-sensing switch. As the bulb is heated, the gas or liquid
expands, generating a pressure increase which then actuates the switch mechanism.

A floating object can be used to actuate a switch mechanism when the liquid level in an tank
rises past a certain point. If the liquid is electrically conductive, the liquid itself can be used
as a conductor to bridge between two metal probes inserted into the tank at the required
depth. The conductivity technique is usually implemented with a special design of relay

triggered by a small amount of current through the conductive liquid. In most cases it is
impractical and dangerous to switch the full load current of the circuit through a liquid.
Level switches can also be designed to detect the level of solid materials such as wood chips,
grain, coal, or animal feed in a storage silo, bin, or hopper. A common design for this
application is a small paddle wheel, inserted into the bin at the desired height, which is slowly
turned by a small electric motor. When the solid material fills the bin to that height, the
material prevents the paddle wheel from turning. The torque response of the small motor than
trips the switch mechanism. Another design uses a "tuning fork" shaped metal prong, inserted
into the bin from the outside at the desired height. The fork is vibrated at its resonant
frequency by an electronic circuit and magnet/electromagnet coil assembly. When the bin fills
to that height, the solid material dampens the vibration of the fork, the change in vibration
amplitude and/or frequency detected by the electronic circuit.

Inserted into a pipe, a flow switch will detect any gas or liquid flow rate in excess of a certain
threshold, usually with a small paddle or vane which is pushed by the flow. Other flow
switches are constructed as differential pressure switches, measuring the pressure drop across
a restriction built into the pipe.
Another type of level switch, suitable for liquid or solid material detection, is the nuclear
switch. Composed of a radioactive source material and a radiation detector, the two are

mounted across the diameter of a storage vessel for either solid or liquid material. Any height
of material beyond the level of the source/detector arrangement will attenuate the strength of
radiation reaching the detector. This decrease in radiation at the detector can be used to
trigger a relay mechanism to provide a switch contact for measurement, alarm point, or even
control of the vessel level.

Both source and detector are outside of the vessel, with no intrusion at all except the radiation
flux itself. The radioactive sources used are fairly weak and pose no immediate health threat
to operations or maintenance personnel.
As usual, there is usually more than one way to implement a switch to monitor a physical
process or serve as an operator control. There is usually no single "perfect" switch for any
application, although some obviously exhibit certain advantages over others. Switches must
be intelligently matched to the task for efficient and reliable operation.

REVIEW:

A switch is an electrical device, usually electromechanical, used to control continuity

between two points.

Hand switches are actuated by human touch.

Limit switches are actuated by machine motion.

Process switches are actuated by changes in some physical process (temperature,

level, flow, etc.).

Our lives run on gadgets and electrical appliances. To make our appliances work safely and
effortlessly, the role of switches is very important. Modular switches make life easy and safe
with various smart technology applications such as child proof sockets and triple protection
technology (safe even when we use wet hands).
There are about 500 brands of switches being manufactured by more than 100 companies in
India. Some of the prominent brands are Anchor Electricals, Havells, Honeywell, and
Legrand.

Electrical switches are available in three categories:

1.

Modular They are newer version of the traditional switches. These modular switches
are much safer, convenient and easier to use. They come with wide range of mounting
plates that add aesthetic value to home interiors. They have many sockets and switches.

2.

Semi-modular These types of fitting also come in a variety of designs. However,

they have either one or two switches, and have a single socket.

3.

Non-modular These fixtures come with single switch or socket. Although available
in attractive designs, but serve limited needs.

Anchor
The name Anchor was fashioned out of the belief that the companys products were so good
that people finally had found security an anchor from electrical mishaps. Anchor
manufactures 500,000 switches every day, enough to meet the requirement of 10,000 average
sized homes.
Anchor has a range of more than ten switches and over 1000 varieties of accessories. Anchor
has one of the largest plastic molding facilities in the world. Anchor accessories have
electrified most landmark buildings and projects in India. Anchor Electricals is a well-known
brand for the last five decades. Some of their features include:

Compatibility

Best quality materials used

Effectiveness

Durability

Easy installation

High performance

Advanced functionality

Low maintenance

COMPANY PROFILE
Over the last five decades, Anchor has managed to capture the attention of every citizen in
this country. It started with a humble vision of manufacturing electrical products of
outstanding quality at a time when the market involving electrical switches or wiring devices
was handled by the unorganized sector. The advent of Anchor not only organized the sector,
but also brought electrical accessories into mainstream commerce. As a brand, Anchor
signifies Trust, Safety and Reliability. These qualities have helped Anchor carve a niche for
itself in the electrical accessories market.
Anchor is solely responsible for the manufacturing and marketing of world-class eco-friendly
products that have added value to the lives of people. The ideology of Panasonic's founder,
Konosuke Matsushita' drives the everyday business at Anchor. It states that "the company
must contribute to society through its business as a public entity."

Anchor is a part of the second largest conglomerate in the electronics industry. As a proud
part of the Panasonic Corporation that is located in Japan, Anchor has taken it upon itself to
conserve the environment, thus paving a path to a safe, healthy and environment friendly
lifestyle.
Anchor's merger with Panasonic resulted in a fusion of technological expertise and vast
distribution strength. Today, Anchor offers a wide range of more than 3000 exciting products
across various product groups. These products are sold with the help of 5000 dealers and
450,000 retail outlets.
Firepro, an infrastructure and security solutions giant, was recently acquired by Anchor. This
acquisition helped Anchor further its horizons in terms of growth and expansion. Dominating
the electrical accessories market and playing a pivotal role in the country's infrastructure
development, Anchor continues to deliver reliable services and long lasting products of top
quality in India and other neighboring markets.
EVOLUTION
Anchor's foundation dates back to about five decades when it had started as a small business
venture. Anchor accomplished the challenging task of delivering nothing but the best to its
end users at the most reasonable price. Anchor's acquisition by 'Panasonic', the world's most
trusted brand, has made it more proficient with technological advancement and supremacy in
the product design and development arena. This path-breaking evolution has done a lot more
than just add a touch of advancement in the lives of people.
Anchor enjoys an extraordinary position in the eyes of youthful Indians. Over the course of
time, Anchor's transformation in terms of innovation and efficiency has served generations as
per their requirements by bringing in advancement in the products.

The collaboration of Panasonic's technical competence and global persona with Anchor's
matchless excellence in Quality, Safety and Reliability has ensnared the minds of the next
generation.
The world of electrical solutions today has evolved beyond recognition. The prominence of
Anchor as India's only "Switches Super Brand" testifies to the fact that it is still the most
respected brand to be leading this business vertical. Anchor was the first one to introduce
India to the piano-type switch in 1976, which still holds a special position in the industry.
Needless to say, in all quarters of this nation, an electric switch simply means Anchor.
IMPORTANT MILESTONES

MANAGING DIRECTOR'S MESSAGE

Mr. Kiyoshi Otaki
Managing Director Anchor Electricals Pvt. Ltd

In the year 2009 when Anchor became a subsidiary of Panasonic Corporation, we knew that it
was a milestone moment for Panasonic to enter a dynamic electrical market like India.
As early as fifty years ago the founder of Panasonic Corporation, Konosuke Matsushita
stated, "Matsushita Electric makes people, and we also manufacture electrical appliances and
various other products." Panasonics latest vision is to be the No.1 Green Innovation
Company in the Electronics industry in 2018, the 100th anniversary of its establishment.
The year 2013 marks a milestone in this journey of leadership. This year, Anchor rings in 50
years of trust in offering the nation complete electrical solutions. We are happy to create such
a legacy of trust spanning over five decades. We have not just built trust, but also upheld it
over the years and given the same back to society in the form of ingenious products &
solutions with gratitude.
Id like to thank all our employees, channel partners and patrons who have been dedicated to
the growth of Anchor. Be it answering consumer demands or building cutting-edge solutions,
we are committed towards serving our clients and mindful of the trust that they have placed
in us. Further being a part of Panasonic Corporation has strengthened and helped us evolve
into a brand that is driven by a fusion of experience and innovation.
By 2018, when Panasonic steps in the 100th year of establishment, our collective efforts will
aim at making Anchor the largest and most trusted brand in the electrical building
construction materials business in India.
MISSION & VISION
Anchors mission is to manufacture, innovative, eco-friendly, energy saving world-class
products for making users life simpler, safer and comfortable.

CORPORATE VALUES
Integrity & Honest
We shall be ethical, sincere and honest in all our internal and external relationships. We
commit to uphold the highest ethical standards in all our business dealings.
Teamwork
we believe that people are our key performance differentiators. We nurture an environment
where Teamwork is most valued.
Customer Focus
We are committed to surpassing expectations of our customers at all times. We believe that
our quality of customer responsiveness will lead to greater customer loyalty.
Accountability
we shall be fully accountable for our actions and we commit to be objective and transactionoriented, thereby earning respect from others.
Innovation
We shall continuously encourage entrepreneurial and innovative ideas in pursuit of excellence
so as to become the best.
Adaptability
we will continually adapt our thinking and behavior to meet the ever-changing conditions
around us, taking care to act in harmony with nature to ensure progress and success in our
endeavors.
Social Responsibility

We are committed towards making a positive and proactive contribution to the community.
As a responsible corporate, we will contribute to and abide by environmental and legal
norms.
MANUFACTURING FACILITIES
Implementing the ideology of Panasonics founder, Konosuke Matsushita, Anchors main
purpose of production is to manufacture items of the best quality in abundant supply, thereby
enhancing and improving the everyday life of people.
Almost all of Anchors products come with a long warranty, thus relating the word 'quality'
with the company. Our manufacturing facilities across four locations in India, viz. Daman,
Kutch, Haridwar and Roorkee occupy an area of more than 1.6 million sq. feet and are
complete with the latest equipment which are acquired from the best manufacturers round the
world. With a vast workforce of over 10,000 people, we manufacture virtually all the raw
materials and components in-house, right from small metal parts to sophisticated electronic
parts. Anchor's newly commissioned factory in Daman is the company's first green factory,
built as per the green guidelines given by Panasonic.
SWITCHES & ACCESSORIES
The manufacturing of our Wiring Devices and accessories is undertaken by our factories in
Daman and Haridwar. Both of these factories are ISO certified plants, complete with state-ofthe-art moulding, assembly and inspection facilities. Apart from all this, we also have inhouse facilities for quality monitoring and control. These help us in manufacturing products
that meet the stringent benchmarks laid down by the Bureau of Indian Standards (BIS).

WIRES & CABLES

Two of Anchor's most modern units, located at Daman & Kutch, are responsible for the
manufacturing of Wires and Cables. These plants use the latest cable technology and superior
machinery. This ensures a high degree of quality and consistency in manufacturing. Several
innovative measures, such as the Energy Management Systems, are being used at all the
plants. These measures help in reducing electricity consumption, thus actively contributing
towards the Green movement.
SWITCHGEAR & PROTECTION DEVICES
Our manufacturing facilities at Haridwar & Daman deliver the best switchgear and protection
devices with their contemporary manufacturing equipments that are handled by highly
qualified production & quality control professionals.
LIGHTING & LUMINAIRES
Our Lighting range manufacturing facilities at Kutch and Roorkee have set up contemporary
testing facilities that follow the finest manufacturing processes. These empower Anchor to
offer products of unparalleled quality. The Roorkee facility has newly commissioned an inhouse spiral CFL unit, which manufactures Spiral CFL straight from the glass shell and is an
industry first in India.
FANS
The factory in Dhamdachi (Gujarat) stands out for its manufacturing of supreme quality
Ceiling Fans aided with the latest technology. Aligning our working practice with the
requirements of ISO 9001:2008 has enabled us to maintain a high level of consistency,
making continuous improvement in the Fans range.

RESEARCH & DEVELOPMENT

One of the most developed R&D centers in India supports our manufacturing units in
Haridwar and Daman, which are responsible for the production of Wiring Devices. Our
manufacturing unit in Daman, responsible for manufacturing and managing new moulds, is
regarded as the most advanced unit in the country.
We boast of a private unit which is specially designed to manufacture power saving and ecofriendly Wires and Cables. We continuously strive to update our products with the newest
technology and our up-gradation units target customer satisfaction and the constant
betterment of the quality of our products. Our research centers offer effective products and
solutions to suit the needs and tastes of a very diverse audience. We upgrade our products
regularly, thus enhancing their features and adding value to every purchase. This makes us
one of the most reliable manufacturing companies in our arena.
The Wires and Cables business vertical has developed a domestic 'Green Guard Cable', which
is 'RoHS Compliant' as well as 'PVC Compound'. It has also developed an in-house
'Telephone Switch Board Cable' which attunes to zero cross and blots out all disturbances.
With heavy investments in R&D, this business vertical makes sure that the products hold onto
their position in terms of safety, performance and reliability and always stay a step ahead of
others.
Advanced Panasonic Vision Switches and Panasonic Switchgear & Protection Range suit the
RoHS acquiescence as agreed upon by European Standards. Panasonic LEDs abide by strict
PCSS standards as this gives them a technological advantage. Items such as the 'Green Guard
Cables' are designed to provide protection to individuals from dangerous effects caused due
to Lead.

Anchor's research and development division revolves around catering to the needs of its vast
consumer base and focuses intensely on developing products that make the environment a
safer place.
Anchor Modular Switches

Due to our association with brand name of Anchor Electricals Pvt. Ltd. , we have been able to
offers high quality anchor roma switches. Roma is known as India's largest selling array of
modular switches. It is the only assortment of switches and accessories along with 10amps ax
rating .Roma is the very first range of electrical accessories, which has got the CE
certification from CSA. The Roma sockets also utilizes the tunnel-8 technology that further
combines the inherent elasticity of the phosphor bronze along with an excellent design in
order to create the ultimate in the various multi-point contact sockets. It also introduces the
spark shield in its entire range of switches. The uniquely designed spring loaders also ensure
the following:
Maximum contact area

Lifetime elasticity

Minimum power loss

We deal in queries from Jharkhand, Orissa and West Bengal

Electrical Switches & Sockets

We specialize in supplying a wide range of Electrical Switches And Sockets Hospitality

Range, which are directly sourced from brand manufacturers of the industries. Our products
are widely used in hospitality sectors, owing to purpose specific designs and high usability.
These products are safe to use and available in various technical specifications as per the
exact requirements of clients. One can avail these Hospitality Ranges at pocket friendly rates.
Features:

Optimum quality

Premium quality

Long functional life

Electric Support Modules

Being one of the renowned suppliers, we are engaged in offering a qualitative range of
Electric Support Modules. These Support Modules are widely acclaimed for premium quality
and long functional life. Our Support Modules are specially designed and developed as per
international industrial standards to ensure optimum performance and long functional life.
One can avail these Support Modules in various technical specifications.
Features:

Durable

Safe to use

Attractive designs

Roma Switches

To meet the precise demands of clients, we offer a wide variety of Roma Switches. We source
these switches from reliable vendors, who manufacture the entire range using high quality
imported engineering plastics. Owing to robustness, these switches are one of the most
preferred choice of clients. These are acclaimed for high impact resistant and dimensionally
stability. These can be availed in various attractive designs and styles.
Features:

Sock proof

Durable

High impact resistance

Roma Sockets

Keeping in mind the precise demands of clients, we offer a wide range of Roma Sockets.
These Roma Sockets are directly sourced from certified manufacturers, who engineer these
using finest quality engineering plastics. Owing to safe usage and compact sizes, these Roma
Sockets are widely demanded by large number of clients. Our Roma Sockets are available in
all standard sizes and specifications as per the exact requirements of clients.
Features:

Attractive designs

Perfect finish

Safe to use

Anchor Switches

We are engaged in offering a wide assortment of Anchor Penta - The Perfect Switch. The
penta range of switches along with accessories are known for their reliable performance and
unmatched quality. This elegant looking range of white colour switches and accessories are
also safe to use. Its discrete design also offers the assortment to be in different combination.
The sockets further come with a unique safety shutter that ensures that children as well as
adults are not even exposed to the electrical hazards. The switch contacts are further made
from premium quality silver cadmium oxide for their longer service life.
We are interested in queries from Jharkhand, Orissa and West Bengal

Anchor Roma - Roma has been the market leader for the last 17 years.

It has plates in various colours, textures, and finishes and perfectly blends well with any kind
of home dcor. The product uses AGT or Advanced Gliding Technology for allowing zero
bounce (eliminates interference with other appliance sparks).

The price for 10AX 1 - way switch is minimum Rs.104 for 20 pieces.

Price for 20 AX 1 - way switch begins from Rs.149 (20 pieces) to Rs.184 (10 pieces)

Anchor Wood home dcor.

Innovative array of coloured plates adds charm to your office and

Price for 10 AX rated 1 way switch - Rs.106 for 20 switches and Rs.130 for large size
(10 switches)

Price for 10 AX rated 2 way switches - Rs.124 for 20 pieces and Rs.146 for large size
(10 switches)

Legrand This brand uses the latest technology and high standards for producing various
types of modular electric switches. Some features include:

Artistically crafted with super-slim frames

Flawless performance

Smooth edges for easy installation

Screws are not visible after fitting

Leading product

Legrands Arteor - Arteor line has an array of textures and materials that synchronizes
with contemporary environment.

Price of 6A-SP 1 way switch is Rs.130 for 20 pieces (square with white
mechanisms)

Price for 10A-SP 1 way switch is for Rs.180 for 10 pieces.

QUALITY
Anchors focus is on Total Quality Management. All of its products undergo through stringent
quality checks right from the raw material selection stage until the packaging and dispatch.
These operations are supervised by a team of experienced professionals who are committed
to surpassing expectations of our customers at all times. Their cumulative efforts have
enabled us to get certifications such as ISO 9001-2008, ISI mark, CE.
Today, Anchor has surged ahead with manufacturing products that adhere to the RoHS
(Restriction of Hazardous Substances) compliance, which is a European standard of quality
measurement.
The quality team of Anchor always endeavors to improve internal and external customer
satisfaction by formulating, implementing and monitoring plans for continuous improvement.
Quality focused initiatives such as "Kaizen," have kick-started the change straight from the
factory level. This has resulted in streamlining the production process, minimized production
waste thus conserving energy and resources.
Our company prides itself on being an electrical solutions provider. It thus constantly
endeavors to be up-to-date on the technological advancements and strives to improve the
quality levels collectively for its overall trade and independently as a company.

AWARDS & RECOGNITION

PRODUCT DESIGN
The 'Panasonic Vision' range of switches and accessories added another feather in the cap for
Anchor Electricals Pvt. Ltd. It is awarded with the prestigious IF award for excellence in
product design by the International Forum of Design for 2012-13.
'IF' awards are globally acclaimed across various industries and are
awarded for excellence in three domains of design which are Product
Design, Communication Design and Packaging Design. Only a product
that meets the stringent criteria of IF such as excellence in functionality,
manufacturing method and design is nominated by the jury panel of global
experts to receive this award.
GOOD DESIGN

Panasonic Vision Switches have received the prestigious Good Design Award from Japan
Institute of Design Promotion. It is awarded to products and represents sole comprehensive
design evaluation and commendation system in Japan. Panasonic Vision series aims at
improving installation & operational safety, sleek matte finish and improved durability. It
thus brings added comfort and adds tremendous value in the life of the end-user that has
enabled this switch range to be the recipient of this award.
SUPERBRAND
SuperBrand is a distinguished organization that has established itself globally. It has managed
to direct appreciation towards itself and is currently paying tribute to the finest brands present
throughout the world. Even with its notable existence in the market, SuperBrand continuously
acknowledges the persistence of custodians towards building their brands. It also helps these
custodians stay resilient without worrying about the current economic
conditions.

Anchor has been honoured as a Consumer Superbrand four times in a row and has proven
itself as a Business SuperBrand in India.

MOST TRUSTED BRAND

Anchor's Lighting Business Unit was recognized as the 'Consumer's Most Trusted Brand in
Lighting' and is also a proud winner of the 'Most Trusted Brand award. Consumers

themselves voted for the winner of this award in a survey conducted by the renowned
magazine 'Reader's Digest'.
Over a period of 14 years, the Reader's Digest Trusted Brands survey has
brought a number of trustworthy Asian brands to light. This is a trademark event for the
magazine in Asia and is quite popular worldwide too.
Market
In the new scheme of home designs in modern India, electrical appliances arent any longer
seen as luxuries but essential requisites. As a result of this changing mind set, the purchase of
switches and other appurtenances are well-thought decisions. Once fixed, the switches and
other appurtenances are generally there for years, making the frequency of repeat purchase
relatively low. The highly disintegrated switch market has more than one hundred regional
players, almost all of them in the unorganized sector. Those having a cogent nationwide
presence, including Indian and multinational brands, are only a handful. The market is
distinctly divided into two segments: the non-modular and modular switches. The former is
represented by the conventional ivory colour, piano-type switch. This mostly exists in old
constructions of rural and semi-urban abodes. Almost 60 regional manufacturers service the
requirement of these largely sold switches. However, the only national player in this Rs.600
crore (US$ 133.3 million) segment and growing at almost per annum is Anchor. Modular
switches, on the other hand, fuelled by brisk urbanization are growing at a rapid 25%.About
ten Indian and multinational network and outstanding service are the four players have
established themselves in the verticals that have contributed to the growth of upper-end of this
Rs.400 crore (US$ 88.9 this brand. million) market. The lower-end is marked by the Today;
Anchor products are readily available in presence of several local players. Anchor Roma not
just large cities and small towns, but also in has led this category from the front, occupying

remote villages. Anchor is present throughout an enviable leadership position. Its current
India, with eighteen manufacturing units at five market share is well above competitions.
Locations in the West and North of the country. Over 10,000 employees and 300,000 retail.
Achievements
Outlets dot every part of the nations landscape. Synonymous with quality switches Anchors
manufacturing facilities spread across and wiring appurtenances, Anchor is one 1.5 million
square feet employ contemporary of the worlds largest manufacturers, making machinery
from leading manufacturers of the over 500,000 switches per day. The company has also
branched into an array of products ranging from wires and fans to Compact Fluorescent
Lamps (CFL),occupying a leading position in most of them. Since inception, Anchor has
pioneered product innovation for the wiring segment. Over four decades of manufacturing
experience and the trust of millions has helped it lead the electrical industry. A wide range of
products, excellent quality, a vast dealer world. With over 180 injection-molding and 200
hydraulic molding machines, Anchor has the largest molding facility in South Asia and one of
the largest in the world. The in-house manufacturing of virtually all the components and raw
materials, right from small sheet metal parts to sophisticated electronic assemblies, provides
Anchors manufacturing capability its competitive edge. The company has many distinctions
in its category including Indias first ISO: 9000 quality certification and the CE Certification
from CSA (Canadian Standard Association).Quality for Anchor is not just a concept but an
attitude that blends seamlessly into all its accessories. Its not surprising then, that some of
Anchors appurtenances come with a lifetime warranty.
To continue to be relevant to the needs of the market, Anchor has entered into joint ventures
with many global technology leaders. These include Ave from Italy, British General from the
UK, Kopp from Germany and Daewoo from South Korea.
Exploiting its expertise and cost advantage, Anchor has also made a foray in the international

markets. Through its office in Dubai, its presence in West Asia has grown over the years.
Apart from private label manufacturing for some of its joint venture partners, Anchor
products have also reached the South Asian and African shores. Export is a major thrust area
for the brand. It has set an objective of attaining 30% of its turnover from international sales
and becoming an Indian multinational brand.
History
Anchors origin is an interesting story of uncanny business acumen of its founders: Damji L
Shah and his younger brother Jadavji L.Shah. 44 years ago they launched on an
entrepreneurial odyssey, which in the following few years established Anchor as a truly
Indian brand of quality switches. Starting as a small-scale manufacturer of tumbler switches
in the suburbs of Mumbai, their operations soon grew in both scope and range. History was
in the making as the company blazed new trails by consistently launching award- winning
products and spreading operations nationally. Jadavji Shah was the visionary who spotted
opportunities and Damji Shah was the arm imbued with design and marketing skills.
Anchor utilities were designed and manufactured on the principle of endowing them with
superior quality, excellent performance, aesthetic appeal and affordability. To exploit these
inherent advantages Anchor created innovative distribution and marketing strategies and, for
those days, path-breaking concepts like branch offices, stock points operated by agents on
commission, foreign tours for dealers as business incentive and extensive use of print and
electronic media to promote the brand. Anchor has, today, emerged as a fully integrated, low
voltage electrical company. The Rs.1125 crore (US$ 250 million) enterprise now provides a
complete smorgasbord of electrical, electronic, consumer durables and hygiene services.
Manufacturing locations in Kutch and Uttaranchal are constantly being upgraded and
capacities continually increased to cater to growing demand. Contemporary equipment is
constantly inducted to elevate product quality and range.

Product
While switches and accessories remain the core competency of Anchor, the company now
also manufactures a wide range of low voltage accessories to cater to the varied needs of
diverse customers such as households, offices and commercial complexes. Its range includes
wires and cables, switchgear and protection devices (MCB/ELCB/RCCB/DB),energy meters,
Anchor Pearl, Dyna and Noa add to the variety. Each brand offers an assortment of
accessories such as switches, sockets, voice and data outlets, regulators and dimmers,
holders, power switches, plug tops, adaptors etc. Though for years Anchor dominated the
modular segment it sensed and prepared for the coming revolution. This is what led to its
joint ventures and the launch of Anchor Ave, a niche top-end product and Anchor Woods, a
premium yet affordable brand.
Recent
Developments
Anchor has always seen itself as a customer- centric enterprise offering superior
products at competitive prices. Woods, its fans, lighting luminaries, fixtures and
compact fluorescent lamps.
In switches, Anchor has created utilities and brands to suit a cross-section of customers and
price points. In the non-modular segment, Anchor Penta is virtually a generic brand while
latest brand of premium switches, focuses on saving energy and enhancing security. Various
innovative products like LED footlights, motion sensors and electronic key tags for hotels
have been introduced in this segment. The distinctive feature of the Woods range is the
variety of cover plates and a complete range of accessories that it offers. This successful
attempt to change the market, dominated hitherto by white accessories and plates, has been
accepted as a distinct stamp of individual creativity and expression by premium residential
projects. Anchor believes that Indian markets are just beginning to evolve. The next step in

this evolution will bring to Indian homes the concept of intelligent lighting. Security devices,
air conditioning and audio video controls will be available through remote control. Anchor is
tying up with established and well-recognized manufacturers to launch a complete range of
light automation and home automation systems.
Promotion
Anchor, the most visible company in the electrical industry, is very active in its use of all
media vehicles. Credited with pioneering incentive tours for its dealers, Anchor was one of
the first to use television for advertising. It continues to be the top media spender in its
industry, with many memorable campaigns. Newspapers, especially vernacular, have been
regularly used for local promotions. Anchor invests substantially in building long-term
relationships, by arranging regular meets for architects, electrical consultants, institutions,
builders, dealers, contractors and electricians throughout the country. Additionally, Anchor
takes its channel partners everyone who is vital for business generation to factory visits,
enabling them to gain a firm belief in the company and its products. Regular below-the- line
efforts include in-shop displays, give- always, sales-linked incentives and motivational gifts.
Extensive outdoor activities are an integral part of the promotional drive.
About a year ago Team Dependable a fresh brand building initiative was launched. The
campaign attempted to draw an analogy between Anchor reliability and Indias most loved
sport and its most dependable star. Rahul David, often called the Mr. Dependable of Indian
cricket along with the Karnataka State Cricket Association was signed up as brand
ambassadors. The campaign was a stunning success.
Brand Values
Today, even with increased competition, the name Anchor is almost synonymous with
dependability, reliability, robust trust and safety. Its the first choice of architects,
institutions, builders, contractors and electricians. It is the brands Endeavour to always

remain relevant and contemporary and to continue to be the trustworthy marquee it has been
for 44 years.

Objective
1.
2.
3.
4.
5.
6.
7.

To know about the different switch brands available in India.

To know about the market share covered by different switch brands in India.
To know about the different marketing strategy adopted by switch brands.
To know about the current marketing strategy of Anchor.
To know about the marketing mix of Anchor.
To know about the quality packaging strategy of Anchor switch.
To know about the quality management of Anchor.

RESEARCH METHODOLOGY
RESEARCH:
A systematic search for an answer to a question or solution to problem known as
RESEARCH According to KERLINGER defines RESEARCH, A systematic,
Controlled, Empirical and Critical Investigation of Hypothetical Preposition about
Presumes relation among Natural Phenomena, EMORY Defines RESEARCH as
Organized inquiry design and carried out to provide information for solving a
problem
METHODOLOGY:

Research is a common language refers to a search of knowledge.

Research is

scientific & systematic search for pertinent information on a specific topic, infact
research is an art of scientific investigation. Research Methodology is a scientific way
to solve research problem. It may be understood as a science of studying how research
is doing scientifically. In it we study various steps that are generally adopted by
researchers in studying their research problem. It is necessary for researchers to know
not only know research method techniques but also technology.
The scope of Research Methodology is wider than that of research methods. The
research problem consists of series of closely related activities. At times, the first step
determines the native of the last step to be undertaken. Why a research has been
defined, what data has been collected and what a particular methods have been
adopted and a host of similar other questions are usually answered when we talk of
research methodology concerning a research problem or study. The project is a study
where focus is on the following points:
CHARACTERSTICS OF RESEARCH:

Research is more systematic activity directed towards discovery and the

development and organized body of knowledge

Research is based upon observable experience and empirical evidences.

Research demand accurate observation and description.

Research requires expertise

Research involves gathering new data from primary sources, Existing data for
a new purpose.

.
SAMPLE DESIGN:

Sample design is conducted framework and plan for a study that is used as
guide in collecting and analysis of data.

NEED FOR DESIGNING:

Research design makes possible as maximum information with minimum

expenditure of effort, time and money.

We need research design in advance collecting and analysis of data for

research project.

RESEARCH DESIGN:
DESCRIPTIVE RESEARCH:
Descriptive research in contrast to exploratory research is marked by the prior
formulation of specific research Questions. The investigator already knows a
substantial amount about the research problem, perhaps as a Result of an
exploratory study, before the project is initiated; Descriptive research is also
characterized by a preplanned and structured design.
Methods of the data Collection

Secondary Data

Secondary Sources:
Various books on the subject written by eminent authors were studied. Special
write ups and journals and manuals dealing with the topic were referred to. This was
done with a view to gain thorough know ledge about the topic and to analyze training
process objectively.
The facts and information were backed up by the written data and records to
safe guard against ambiguous and vague information.

Data Analysis & Interpretation

1. The market share covered by different switch brands in India.

Recommendations
After completion of the research work the researcher came to some suggestion to the Anchor.
This could help the company in development & improvement of brand image, product selling
process, market share and distributions hip. This is helpful in future development of the
company. The following points come in the suggestion parts which came after the analysis
and finding of the research report:1. The company should improve the quality of the product.
2. The company should improve its promotional activities through advertisement, free
gifts etc.

3. Since the price of the product is also an important factor which influence the
purchasing decision so the company should design the products price according to the
customer affordance level.
4. Company should instruct the sales representatives not to make extra ordinary
commitments on behalf of the company for sale.
5. The distribution channel should be arranged according to the convenient of the
customer.
6. Anchor should try to emphasis more on providing their infrastructure in the market to
facilitate their customers.

LIMITATIONS
Although lets of care and efforts are made to ensure the fault free study but still
there remains certain limitation which possibly may accrue such as
Lack of time acted as constraint in study.
Lack of general insurance in nearby areas also acts as constraint as its not
possible to get the real exposure.
The study is based on secondary data any kind of discrepancy in the will
cause same in the study.
Research is only an indicator and cannot solve the problem.

BIBLIOGRAPHY
1. Reference Books
o Strategic Management Society.
o

Kotler, Philip & Ar mstrong, Graw- Principle of Marketing, Pearson

Education, New Delhi 2007.Publisher- Dorling Kindersle y (India) Pvt. Ltd.

Kothari C. R. Research Methodology 2 n d revised edition 2004 published

b y Ne w Age International Ltd.

Mar keting Strategy and Management- Mr. Michael J. Baker.

2. Magazines
a. Business World
b. Business Today
c. Business India

d. Strategic Management
e. The Business Enterprise

3. Newspapers
a. Times Of India
b. Economic Times
c. The Asian Age
d. Hindustan Times
e. Business Standard

4. Websites
a. http://agro.indiamart.com/agricultural-commodities/soft-drin
b.

http://www.anchor.com

c. http://www.rasnainternational.com/
d. http://en.wikipedia.org/wiki/switch
e. www.researchersworld.com
f. www.managementparadise.com