Marketing Strategy

Adieu Diwali!
W
The market is ith the festive season brands, large counters, and large
behind us, it is time to cities and towns. The LCD monthly
poised to close at
take stock of the market. sales, averaging at 250,000–300,000
4.7–4.8 million The top eight brands in consumer sets in January–June 2011, and
sets in 2011, from electronics and home appliances 500,000 sets in July–August, saw
3 million sets in had expectations of `12,400 crore sales of 700,000 sets in September
2010. The leading for the two months of September and 885,000 sets in October. The
brands are focused and October, commencing from market is poised to close at 4.7–4.8
Onam and closing at Diwali. million sets in 2011, from 3 million
on smart TVs and sets in 2010. The leading brands
3D sets this season, As every year, some products created
are focused on smart TVs and 3D
while the CRT set is a buzz while others moved slowly
sets this season, while the CRT
at the retail counters. Flat panel
confined to smaller televisions, washing machines, and
set is confined to smaller retail
retail counters, class counters, class B and C cities, and
microwave ovens were popular,
price-conscious consumers.
B and C cities, albeit the typical feverish, crazy
and price-conscious demand only picked up in the five A quick-dip survey of retail
consumers. to six days preceding Diwali. counters indicated a similar
trend. The discerning consumer is
Washing machines saw a 15
displaying a distinct preference for
percent increase in the one
technologically evolved products.
month preceding Diwali over the
Sales are skewed in favor of high-
corresponding period last year,
end products, particularly in the
and sales were up to 550,000 units
urban areas. A 40-inch 3D TV set,
in October, 2011. It was perhaps
retailed at `80,000 found many
the release of pent-up demand, as
buyers, some of them aspirational,
the market is expected to be flat in
but interested nevertheless.
November.
Smaller counters complained of
The television segment has shown lower footfalls and a drop in sales
a distinct shift in preference value from 15 to 30 percent over
toward high-end, premium, and the same period last year, one
large-sized models. Two distinct month before Diwali.
trends are emerging. CRT is making
way for LCDs, and the second set The retailers are looking forward
in homes is being upgraded to an to the ensuing wedding season,
LED television. Diwali reaffirmed when sales are brisk and provide
that with leading brands offering an opportunity to liquidate stocks
22-inch LCD sets at as competitive piled up in the showrooms. With
a price as `10,000 consolidation the disbursal of bonus delayed
is inevitable. A 42-inch LCD set in some states like Punjab, and
for `38,000 and a 19-inch LED for the crop realization coming in
`9000 were a major success. only after Diwali in some places,
the trade is optimistic for sales in
This year, Diwali was all about large November too.
10 | TV VEOPAR JOURNAL | NOVEMBER 11 | adi-media.com | An ADI Media Publication

Dealer Pulse
Agra, Sunny Sales

Puneet Aneja
“We had started the festive season targeting a sales figure of `12
crore and thanks to the customers who turned up for purchasing
even after Diwali, we are sitting pretty with achieved sales of `12.6
crore this season.”
Surat, Pushpa Sales

Raju Bhai Shah
“Achieving our sales target of `3 crore this festive season gave us
every reason to cheer with Panasonic, Toshiba, and Sony being the
favorite brands and LCDs and refrigerators the fast moving products.
The scratch cards scheme however was a big flop.”
New Delhi, Vansh Electronics

Jawahar Gupta
“With consumer schemes failing to attract customers, we witnessed
a 30-percent drop in sales this festive season over the corresponding
period last year, making it the slowest Diwali in the last 7–8 years.”
New Delhi, Aditya Enterprises

Sandeep Srivastava
“While all other dealers were focusing on LCDs and LEDs this festive
season, our careful market analysis led us to build our strategy
around CRT CTVs, which paid off well. And we saw a 30-percent
growth over the targeted sales in the CRT segment.”

Dealer Pulse
Bhilwara, Anand Enterprises

Preyank Bhanwat
“Since crop production has been low this year, we saw a 50-percent
decline in our sales this festive season, as compared to last year’s
sales at Diwali time. We will try and liquidate the piled up stocks in
November.”
Panipat, Shree Ram Agencies

Sandeep Kumar Gupta
“Since the payment for the paddy crop is generally released around
first week of November, customers did not make purchases in the
Diwali period resulting in a 40-percent decline in our targeted sales.
We expect the sales to pick up after the release of their payments.”
Patna, Electronics World

Sanjeev Khurana
“This festive season, we failed to match our last year’s sales for the
same period and ended up with a decline of 15 percent. However,
sales may pick up in the upcoming wedding season.”
Asansol, Reco Electronics

Swapan K. Choudhury
“We met our sales target of `1.5 crore this festive season. Samsung
43-inch plasma TV did well unexpectedly while refrigerators,
microwave ovens, and LED TVs were among other hot favorites.”
An ADI Media Publication | adi-media.com | NOVEMBER 11 | TV VEOPAR JOURNAL | 13

Policy
nism with all stake holders to ensure

mid-course corrections.
Technology development and up-
gradation is critical to attaining the
stated objectives of the policy. Going
up the technology ladder is the quick-
est way to become globally competi-
tive and ensure sustained growth of
the manufacturing sector. This will
depend not just on development of
indigenous technological expertise,
but also on the ability to make cru-
cial technology acquisitions in the
global market. Availability of afford-
able technologies has always been
a constraint on our manufacturing
growth. Adoption and/or adaptation
of these technologies entail costs
which are substantial especially for
SMEs.
The policy envisages specific inter-
ventions broadly in the areas of in-
dustrial infrastructure development,
improvement of the business envi-
ronment through rationalization and
National
simplification of business regulations,
development of appropriate technolo-
gies especially green technologies for
Manufacturing Policy
sustainable development, and skill
development of the younger popula-
tion.
Electronics has been identified as
T
he concern about the stagnant rural migrant and urban poor; in- the industry vertical with strategic
and low share of the manufac- crease domestic value-addition and significance and will be given special
turing sector in India’s GDP technological depth in manufactur- attention. Institutes of specialized
necessitated a dedicated policy for ing; enhance global competitiveness learning such as specialized poly-
the sector with a view to accelerate of Indian manufacturing; and ensure technics will be established for focus-
development, inclusive growth, and sustainability of growth, particularly ing on high-tech manufacturing and
provision of gainful employment. with regard to environment. semi-conductors for the electronics
With Department of Industrial Policy To achieve these objectives, the sector. Manufacturing and technol-
and Promotion’s (DIPP) vision to in- policy has suggested certain ways ogy development are closely intercon-
crease the share of manufacturing in that include inviting foreign invest- nected as technologies become useful
GDP from 16 percent to 25 percent ments and technologies to induce when they are converted into prod-
and necessary suggestions by NMCC the building of more manufacturing ucts through manufacturing and the
and the Planning Commission, a Na- capabilities and technologies within feedback from manufacturing fosters
tional Manufacturing Policy has been the country, considering competitive- continuing technology development.
put in place. ness of enterprises in the country as The new manufacturing policy broad-
The policy aims to bring about a quan- the guiding principle in the design ly addresses issues pertaining to flex-
titative and qualitative change with and implementation of policies and ibility in labor rules, providing faster
six objectives viz., increase manufac- programs, reduction of compliance clearances by proposing single-win-
turing sector growth to 12–14 percent burden on industry arising out of pro- dow system for clearances, and sim-
over the medium term, in order to cedural and regulatory formalities pler and expeditious exit mechanisms
enable manufacturing to contribute through rationalization of business for closure of units while protecting
at least 25 percent of the national regulations, encouraging innovation the interests of labor. The policy also
GDP by 2022; generate 100 million for augmenting productivity, quality, aims at capturing benefits arising out
additional jobs by the year 2022; cre- and growth of enterprises, and devel- of clustering manufacturing activi-
ate appropriate skill sets among the oping effective consultative mecha- ties by proposing national investment

and manufacturing zones (NIMZs). ments or comprehensive economic Arrangements for assured supply of
Industrial infrastructure develop- partnership agreements, it will be such materials over the long term
ment is envisaged not only generally ensured that such agreements do not will be put in place. Acquisition of ad-
but also through large integrated in- have a detrimental effect on domestic vanced technology companies would
dustrial townships called national manufacturing in India. The govern- facilitate transfer of technology to
investment and manufacturing zones ment will also consider use of public the parent manufacturing company,
(NIMZs) with state-of-the-art infra- procurement in specified sectors with while acquisition of companies enjoy-
structure, land use on the basis of stipulation of local value-addition ing better brand value or strategic
zoning, clean and energy efficient in areas of critical technologies and location advantages would enhance
technologies, and necessary social wherever necessary such as solar en- market access of Indian firms. For
and institutional infrastructure in ergy equipment, electronic hardware, these to be achieved, a clear set of
order to provide a productive environ- fuel efficient transport equipment, policy guidelines will be put in place
ment to persons transitioning from and IT-based security systems. by the government.
the primary to the secondary and ter- The contribution of the manufacturing Implementation of the policy is as
tiary sectors. The land for these zones sector at just over 16 percent of India’s important as policy making itself,
will preferably be waste infertile land GDP is much below its potential and a as unless properly implemented, the
not suitable for cultivation, not in cause of concern, especially in the con- policy by itself will not deliver the
the vicinity of any ecologically fragile text of other Asian countries in simi- desired result. In order to ensure
area, and with reasonable access to lar stages of development. This also effective implementation of the pol-
basic resources. has its socio-economic manifestations icy, a manufacturing policy review
Manufacturing management will be and prevents India from fully leverag- mechanism will be instituted and a
given a focused attention as it will ing the opportunities of globalization. high-level committee chaired by the
facilitate improvement of productiv- India is a young country with over 60 Secretary, Department of Industrial
ity, quality, and competitiveness of percent of its population in the work- Policy and Promotion will monitor
manufacturing enterprise. Industry ing age group. With over 220 million the implementation on a regular ba-
will be encouraged to collaborate with people estimated to join the work force sis. A Manufacturing Industry Pro-
higher educational institutions to de- in the next decade, the manufacturing motion Board (MIPB) at the level
velop curricula for grooming graduate sector will have to create gainful em- of the Union Minister of Commerce
engineers and supervisory managers ployment for at least half this number. and Industry will be constituted to
for various facets of manufacturing. With a view to accelerating the growth ensure coordination amongst central
In the context of sustainable develop- of the manufacturing sector, the man- ministries and state governments.
ment and in order to drive the green- ufacturing policy proposes to create an State governments would need to be
ing of manufacturing operations and enabling environment suitable for the equal partners in giving effect to this
to explore the emerging technologies sector to flourish in India. policy and the state industry min-
in this area, which offer opportunities The growth of manufacturing at over isters conferences will be convened
to build local and global leadership, 12 percent per annum over the me- on a half-yearly basis to initiate a
the government will take recourse dium to long term would exert a lot dialog for giving a focused thrust to
to both regulatory as well as market- of pressure on raw materials market. manufacturing.
based policy interventions. The gov-
ernment would prescribe emission
and discharge standards, excluding
green house gas emissions, and the
choice of technologies to meet the
standards would be decided by the
project promoters.
The government will provide continu-
ous incentives, monetary and other-
wise, to encourage polluting entities
to reduce releases of harmful pollut-
ants to ensure that the standards
are complied with Trade and invest-
ment policy are inextricably linked
with manufacturing policy to ensure
greater harmony of objectives. While
India will continue to integrate itself
with the globalized world through bi-
lateral and regional free trade agree-

LG Electronics India Pvt. Ltd.
Marketing strategies
Keeping in view the fast growing as- Fact
pirations and buying power of Indian Sheet
consumers, LG is pursuing the pre-
mium brand strategy charted out a few Company: LG Electronics India Pvt. Ltd.
years ago. This involves marketing at Sales Turnover (2010):
many levels such as flagship products `16,000 crore
with hi-technology and unique ben- Projected Turnover (2011):
efits, best-in-class after-sales service `20,000 crore
for post-purchase experience, delight- No. of sub dealers: 19,000
ful in-store experience both at company
No. of distributors & direct dealers:
showrooms and at multi-brand outlets, 2500
and a modern international advertis-
No. of service centers:
ing communication style. With prod-
1100
ucts like cinema 3D LED TV, Optimus
range of smartphones, side-by-side No. of employees: 4500
L.K. Gupta refrigerators, and many others, we are Corporate office: Plot No 51, Udyog
utilizing every opportunity to showcase Vihar, Surajpur
CMO,
Kasna Road,
LG India innovations that make consumer’s life
Greater Noida
better. Besides tier I urban consumers,
Tel: +91-120-2560900
LG is devoting attention to small towns
and rural consumers as well through a Web: www.lg.com
focused marketing program to tap the Senior Management: Soon Kwon,
rapidly growing entry-level market. President South West Asia
Region & MD LG India
Manufacturing facilities:
Distribution strategies Greater Noida and Pune
In keeping with its commitment to Advertising agency: GIIR
redefine retailing standards in the Communications India Pvt.
Ltd. and Rediffusion YR
Indian consumer durable industry, LG
Electronics has launched its exciting PR Agency: LG One and Corporate
brand shoppes across India. The LG Voice Weber Shandwick
Shoppe aims to offer an experiential
journey into the complete digital life-
style product range of LG and serve as
a one-stop-shop for all the digital needs ent in the conventional electronics
of a household. markets. LG Brand Shoppe has been
conceptualized as the ultimate retail-
Taking concrete steps to effectively
ing experience that synchronizes with
capture the growing organized retail
the international image of innovation,
market and redefine standards for
quality, and excellence. At present,
digital lifestyle retailing, LG is set-
we have 1300 brand shops in the
ting up a chain of exclusive premium
country.
showrooms all across the country and
has chalked out a roll out plan to imple-
ment the LG Brand Shoppe experience Advertising and communication
across various cities. strategies
It has been our endeavor to create a In advertising, the creative direction is
store that would not only stand out, but to focus on flagship products – models
also showcase the values of LG brand. which have a distinct technological in-
Our retail strategy is to be where our novation that changes the game. This
customers are, instead of being pres- is to build overall brand imagery on

parameters of technology and perform- impact with 15–20 percent growth in
ance to benefit people’s lives. Besides spending.
these, tactically the brand gets close
to the consumer life by being activat-
ing present at ground level during Remarkable landmarks
key occasions and events like festivals Established in 1997, LG Electronics
and major cricket tournaments. While India Pvt. Ltd, a wholly owned subsid-
conventional media continues to be iary of LG Electronics, South Korea,
important, our focus for change is on has completed 14 years in India and
new media like the internet and mobile is the market leader in consumer
phones. These form an important part durables industry. LG Electronics is
of the consumers’ search journey in the recognized as a leading technology in-
buying process and, therefore, we’re novator in the information technology
increasing investments behind online and mobile communications business.
marketing, especially search and social It is the acknowledged trendsetter for
platforms. the consumer durable industry in India
“With products like with the fastest ever nationwide reach,
latest global technology, and product
cinema 3D LED TV, Plans for the Indian market in com- innovation.
Optimus range ing three years
LG entered the Indian market with an
of smartphones, side- Moving forward, LG will strengthen
its market leadership with its focus on aim to establish a strong connect with the
by-side refrigerators, premium products that will enhance consumers and develop products based on
and many others, we LG’s brand perception. But this does Indian insights (around consumer behav-
are utilizing every not mean that we will defocus on mass ior, buying patterns, consumer expecta-
tions, and global trends). Acknowledging
opportunity to products but rather we will continu-
the growing consumer demands, LG’s
ously enhance that range. We would
showcase innovations like to make LG the most admired and robust R&D team has always developed
that make aspirational brand in India products with innovative features. India
consumer’s life is a focus market for LG and it aims to
fulfill each and every requirement of the
better.” Key achievements Indian consumer.
Our challenges have been intensifica-
tion of competitive activity and a more
value-conscious consumer in the face Company’s vision
of inflationary trends and rising input “LG, a brand that is delightfully smart,
costs. But even in such a scenario, LG strives for greatness in what we have
has increased its market share in all identified as our three core capabilities
the product categories it operates in. In – product leadership, market leadership,
fact, our premium market shares have and people leadership – each strength a
consistently been increasing every key part of realizing our growth strate-
year, indicating that the strategy is gies for fast innovation and fast growth.
on the right track. Also, brand metrics Our philosophy of Great Company, Great
like TOM, preference, and top consid- People, underscoring our belief that only
eration are at number one level, and great people can create a great company,
are still increasing. The consumer’s delivers innovative digital products and
confidence in the brand has meant that services that make our customers’ lives
we are the most recommended brand in better, easier, and happier through
the category, as per the CNBC Awaaz increased functionality and fun. By
survey. A key area is ROI of spending enhancing customer value with inno-
where we have been able to bring ef- vation and design, delivering superior
ficiencies is marketing spend through returns to shareholders, and developing
hard prioritization, streamlining the the best-in-class organization, LG’s goal
processes, and consolidation of ATL is to sustain leadership position in the
and BTL buying. Thus, we are able consumer electronics and telecommunica-
to create 50 percent more marketing tions industry.”

Videocon Industries Limited
Marketing strategies In order to strengthen our position in
Since the last 25 years, customers the market, we are focusing on our pres-
have shown great confidence in our ence in major decision-making counters
brand and we continue to serve them in metros and mini-metros. By increas-
with the same enthusiasm. In 2011, ing penetration in semi-urban areas,
our core strategy has been to keep our specifically the tier I and tier II towns,
customer confidence intact and increase we are leveraging our strong distribu-
the market shares in various categories. tion set-ups to improve our reach in
To achieve the same, we as a group are such areas thereby ensuring control and
following a bi-polar strategy wherein aligning last mile of retailing.
premium image will be built through Advertising and communication
aesthetically and technologically su-
strategies
perior products and volume sales will
be driven through low-priced yet in- Our focus will be to enhance brand
novative products, to cater to the mass imagery and induce sales. Radical
markets. and refreshing communication will be
Anirudh Dhoot To mark the celebration of 25 years created to get credibility across target
Director, of Videocon, we will be introducing groups with a change in perceptions.
new additions in our product line and Every product at Videocon is a result of
Videocon Industries
launching innovations through which consumer insights and rigorous product
we intend to create an additional cus- tests at Videocon Innovation Labs, our
tomer base, which in turn will generate R&D facilities in India, China, and
additional volumes for the company. Japan. And in order to harp on the
Videocon’s mission is to enhance its technological prowess of Videocon, it is
brand stature to a leading technology important to let our consumers know
solutions provider and increase con- that Videocon is the brand for them and
sumer pull for the brand. With a wide it creates each product after thorough
and vast range of products, which are a research.
result of constant innovation and tech- We are rolling out a brand campaign
nology up-gradation, the brand aims at utilizing our brand ambassador – Shah-
touching consumer lives by providing a rukh Khan – who will attract eyeballs
solution to all their needs, which will across all stratas of society and take the
help us get closer to the hearts of mil- brand to newer heights. A high level
lions of consumers. impact for the campaign will be created
We also plan to strengthen the 24× 7 ser- with thrust on media.
vice commitment, which is to provide a We will optimize our media mix while
differentiated service experience in both adopting strong 360-degree marketing
speed and quality of service. In order initiatives, which will have hi-voltage
to make our service promise stronger, promotional campaigns on television,
Fact we have taken new initiatives such as print, and digital. We will also focus on
Sheet VOW (Videocon on Wheels) and online ground-level activities to build an in-
complaint registration. stant connect with the consumers – road
shows, exhibitions, building experience
Company: Videocon Industries Limited Distribution strategies zones and product demonstrations.
Corp. Off.: 296, Phase II, Udyog Vihar, Videocon’s distribution network is an Apart from this, in-store build up will
Gurgaon -122015 be a major focus – providing market-
extensive, reliable network of 5000-
Tel: +91-124-4215400/5402 plus retail counters. In addition to this, ing collaterals, innovative POP/POS,
Fax: +91-124-4215401 we also have our own retail initiative and implementation through visual
Email: marketing@vgmail.in DigiWorld where we have plans to have merchandising.
Web: www.videoconworld.com around 2000 stores by next year. Our
Plans for the Indian market in com-
Ad Agency: McCann Erickson (India) multibrand retail chain Next will also
remain one of our key channel partners ing three years
Pvt. Ltd.
PR Agency: Planman ICPAR for increasing distribution reach and Indian durables market is all set to grow
extraction in the business. in the years to come. While metros will

continue to contribute a larger share of on its shore. Through innovation, we be-
the turnover, penetration is slated to came the first Indian company to produce
increase in the mini-metros plus tier color televisions, satellite LCDs, twin
II and III towns. tub washing machines, fully automatic
For the last 25 years, innovation is the washing machines, no-frost refrigerators,
driving force behind everything we do. fuzzy logic split air conditioners, air con-
And with the same proposition ahead, ditioners with rotary compressors, and
Videocon will be focusing on Indian televisions with autocon technology.
insight-based products developed on Videocon enjoys several firsts to its
the basis of strong feedback mechanism credit:
from consumers and detailed product
ll World’s first satellite LCD range in
tests. With an aim to provide the best
India – Product of the year 2011
and latest technology to our consumers,
innovation will continue to play the ll India’sfirst refrigerator with wings
most important role behind all our new flow turbo technology – Product of
product offerings. the year 2011
Keeping in tune with the changing ll India’s first tilt drum washing ma-
trends, we have recently launched chine
flicker-free 3D LED TVs which also ll India’s
first top-loading fully auto-
provide the convenience of converting matic machine direct drive motor
2D content into 3D. We are also focusing
ll India’s
first 5- and 4-star BEE-rated
on aesthetically advanced products like
washing machines
our new launch Magnum series of LCDs
“Every product at which has designer metallic finish pan- ll India’s first sensor touch-pad micro-
Videocon is a result of els. We will soon be launching Smart wave
consumer insights Plus range of LCDs which will provide Company’s vision
an ease of surfing internet and connect-
and rigorous product ing to social and video networking sites Today, Videocon has become a part of
tests at Videocon like Facebook, Skype, and the like. millions of lives, not just in India but
also around the world. Every Videocon
Innovation Labs, Videocon has also launched India’s
product promises matchless quality at
first refrigerator with wings flow turbo
our R&D facilities in an aggressive price because we believe
technology that provides even cooling
India, China, and throughout the refrigerator and saves that everybody should be able to enjoy
Japan.” electricity. This product has also been excellent products. The key philosophy
honored with the Product of the Year- driving the Videocon brand is delight-
2011 award. We will soon be launching ing its customers with unique offerings,
our side-by-side refrigerators with blue which not only allows them to experience
ion technology – which generates ions to technologically advanced, innovative
keep food fresh for longer. We also enjoy products, and services, but also provide
the first status by launching tilt-drum them with worthy propositions.
washing machine – careen plus – that is We believe that smiling customers is
designed for customer convenience and the best success story for Videocon and
also comes with direct-drive motor plus in order to provide superlative product
4-star BEE rating, which saves water experience to our customers, we have
and up to 33 percent electricity. In the invested in intensive research and devel-
coming years, the company plans to opment, latest manufacturing machines,
get most of its washing machines star and the promise of comfort and quality.
rated. A new range of BEE-rated air This passion of enriching lives has been
conditioners with DC inverter technol- the motivational force behind us to give
ogy, which provides equal cooling and our consumers ground-breaking tech-
saves energy, will also be coming soon nologies wrapped in consumer-friendly
to the market. yet stunning designs.
Videocon intends to create relatable
Key achievements value propositions and position itself
Videocon has been serving India and as a stylish and innovative brand. The
bringing world-class technology much idea is to evolve Videocon to a premium,
before any of the global giants landed youthful, and aspirational brand.

Samsung India Electronics Private Limited
Marketing strategies nology, we have stayed ahead of the curve
As the world’s fastest growing brand, by launching innovative technologies
Samsung has increased its share of across the premium category as well as
the consumer electronics market by the semi-urban and the rural segments.
continuing to build its offering of pre- Key achievements
mium, innovative, and stylish products
and leveraging its strong brand and Samsung has recorded a turnover of
financial strength. Core components of US$ 3.5 billion last calendar year and
Samsung’s strategy include a significant aims for a 40 percent growth this year.
sports marketing program, focused on Furthermore, we have strengthened
the Olympic and the Asian Games, an and consolidated our air conditioner,
extensive corporate social responsibility refrigerator, and mobile product lines
program, and clear and aggressive brand with investments in manpower and ma-
and product positioning. The product chines in new production lines. Samsung
campaign focuses on a number of market- India has won several product awards
leading premium products, including and recognitions across its audio, video,
Elkana Ezekiel smart TVs, 3D TVs, smartphones and home appliance, IT, and telecom prod-
Chief Marketing Officer, tablets, split air conditioners, multiview uct categories. It is a leading brand in
Samsung India cameras, side-by-side refrigerators, and categories like LED TVs, LCD TVs, slim
monitors. TVs, top-loading washing machines, and
side-by-side refrigerators. It is also the
Distribution strategies second largest mobile handset brand in
Samsung is reaching out to the cus- India, and leads in the touch-screen seg-
tomers through a wide distribution ment in India.
network of over 300 Samsung Plazas In the World’s Most Reputable Companies
that complement the 17,000-plus retail 2010 ranking published by Reputation
points, including large format stores, Institute of the United States, Samsung
located all over the country. For audio was placed at 22nd, while it ranked 11th
video products and home appliances, the in the 50 Most Innovative Companies
brand shops provide consumers with the 2010 list put out by Business Week.
entire line-up of Samsung products, all Meanwhile, Samsung took the 33rd place
displayed in an uncluttered and interac- in the World’s Most Valuable Brands 2010
tive environment for its customers, so list made public by the Forbes magazine.
that the consumers’ retail experience at In India too, Samsung has been increas-
the Plaza is enriched. Samsung plans to ing its brand recognition. The ET Top
expand its distribution network by 30 100 Trusted Brands survey published in
percent this year to include additional Brand Equity has ranked Samsung as
tier 2 and tier 3 cities. the No. 1 company in durables and No.
2 in mobiles.
Advertising and communication
Company: Samsung India Electronics strategies Company’s vision
Private Limited
Innovation forms the kernel of Samsung As stated in its new motto, Samsung
Corp. Off.: 4th Floor, Tower-C, Vipul brand essence and its brand philosophy Electronics’ vision for the new decade is,
Tech Square, Sector 43,
is to make the lives of its consumers Inspire the World, Create the Future. This
Golfcourse Road, Gurgaon
Haryana, India 122 002 simpler, richer, and more enjoyable by new vision reflects Samsung Electronics’
introducing leading technology products. commitment to inspiring its communi-
Tel: +91-124-488 1234
The premium brand positioning is linked ties by leveraging Samsung’s three key
Fax: +91-124-488 2122
with the innovative products that the strengths – new technology, innovative
Web: www.samsung.com/in company is launching in the Indian mar- products, and creative solutions – and to
Ad Agency: Cheil Communications ket across various product segments. promoting new value for Samsung’s core
Private Limited networks – industry, partners, and em-
Leo Burnett India Plans for the Indian market in com- ployees. Through these efforts, Samsung
PR Agency: Text100 PR
ing three years hopes to contribute to a better world and
In a market that rapidly adopts new tech- a richer experience for all.

Whirlpool of India Limited
Marketing strategies and cooking, expansion of distribution

in small towns, increased retail visibility
We are the only company focused exclu-
through exclusive outlets, and stronger
sively on home appliances. We strongly
brand presence in emerging media will
believe that happiness begins at home
be the five thrust areas of our business
and that appliances have a role in im-
in the next three years.
proving the quality of life at home. By
delivering better than expected results Key achievements
from our products, the consumer derives
We registered 22 percent growth in sales
the joy of experiencing extraordinary ac-
in FY 2010-11. We achieved phenomenal
complishments from everyday chores like
success with new innovations such as
washing and cooking. Indeed, Whirlpool
Protton 3-door refrigerator and ACE
as a company possesses the unparalleled
Wash Station washing machine. Strong
position of having a 100-year heritage
growth in air conditioner and microwave
of creating happy homes through its
oven has made Whirlpool a more visible
appliances.
brand in these categories. Innovations
This intense focus on home appliances
Shantanu Das Gupta continue to garner accolades for the
and the homemaker – the user of our
company through Product of the Year
Vice President-Corporate Affairs & products – is our competitive advantage.
Strategy Asia South, and Most Trusted Brand awards. We
It enables us to concentrate our ener-
continue to remain amongst the best
Whirlpool of India Limited gies in understanding the needs of our
employers and have won the Great Places
consumers at home and deliver a range
to Work recognition.
of products that enable the consumer to
live a fuller, happier life. The family is Company’s vision
the direct beneficiary of the good things India has immense opportunity and as an
we do, and the woman in the home – ex- established company with a strong brand
emplified by the iconic Whirlpool Mum and well-developed design and manufac-
in our advertising – is the focus as well turing capabilities, our aim will be to lev-
as the face of our attentions in design, erage these to become the most preferred
innovation, and communication. brand in home appliances, a brand that
Distribution strategies becomes the default choice when it comes
to buying a home appliance.
We reach our retailers, whether directly
or indirectly, through distributors. A re-
cent initiative is to have exclusive stores
in key cities and locations and we have
about 75 across the country so far.

strategies Company: Whirlpool of India Limited
Television and print are the primary me- Corp. Off.: Whirlpool House, Plot
40, Sector 44, Gurgaon
diums through which we communicate.
122002, Haryana, India
Online medium is getting a large share of
the advertising budget with every pass- Tel: 91.124.4591300
ing year. We also spend on outdoors – Fax: 91.124.4591301
both static (billboards, signage) and Email: Shantanu_dasgupta@
audio-visual. whirlpool.com
Web: www.whirlpoolindia.com
Plans for the Indian market in com- Ad Agency: Draft FCB & Contract
ing three years Advertising Services
Innovation-led market share growth PR Agency: Corporate Voice Weber
in our core categories, revenue growth Shandwick
through new businesses such as water

Sony India Pvt. Ltd.
unique picture engine which gives Sony
Marketing, advertising, and com-
TVs the best picture quality. All 15 LED
munication strategies
TV models are Internet-enabled, allowing
Through our marketing campaigns, we the customer to watch, communicate, and
want to re-energize and create a youthful search the Internet. Sony made an invest-
Sony brand experience and at the same ment of `150 crore toward 360-degree
time enhance sub-brand awareness for multimedia campaign The Rebirth. LED
our product categories, such as BRAVIA, TV. This included ATL and BTL activities
VAIO, Cyber-shot, Handycam, Walkman, such as television and print commercial,
and others. We want to maintain an online, PR, outdoor, and shop-front.
aspirational value and imagery for our Festive campaign (Sep–Oct 2011)
sub-brands and demonstrate clear prod- Out of `360 crore marketing investment
uct concept and philosophy through our for FY 2011, `100 crore is invested during
campaigns. We connect with our target the festive period of Sep–Oct toward ATL
audience throughout the year and create and BTL promotion of four key product
360-degree brand campaigns which mostly categories, namely, BRAVIA, VAIO,
Tadato Kimura include ATL and BTL activities such as Cyber-shot, and Handycam, specifically
General Manager-Marketing, print and television commercial, shop- for the festive season.
Sony India Pvt. Ltd. front, cinema, OOH, online, and PR.
BRAVIA HD campaign (Feb–Apr Distribution strategies
2011): We plan to expand our distribution net-
MS Dhoni was appointed as Brand Am- work further. Currently, Sony has its
bassador for Sony India to promote The footprint across all major towns and cit-
Incredible Game in Sony High Definition ies in the country through a distribution
campaign during World Cup 2011. This network comprising of over 5000 dealers
multimedia campaign included more and distributors, 270 exclusive Sony
than 3000 TVC spots across 19 leading outlets, and 20 direct branch locations.
channels, print campaign across 36 top Sony India also has a strong service pres-
media, and a very impactful outdoor ence across the country with 255 service
campaign with more than 100 billboards outlets. We have a highly-motivated and
across the country. Apart from extensive well-trained staff that provides customers
web promotion, a dynamic shop-front was attentive and sensitive service, which is
also an integral part of Sony’s communica- a rarity today.
tion campaign. A total investment of `100
crore was made toward this campaign. Plans for the Indian market in com-
VAIO campaign (1st run: Jul–Aug ing three years
2011 Repeat: Oct 2011 ): India is amongst the top 10 priority mar-
Sony launched More Colours. More kets for Sony and we plan to be amongst
Style VAIO brand campaign featuring the top 5 by 2015.
its popular brand ambassador, Kareena
Kapoor. VAIO is different, vibrant, and Company’s vision
ultra-stylish and makes for a perfect Sony aims to establish fundamental
lifestyle statement, and this message was strength of operations and quality-driven
Company: Sony India Pvt. Ltd. reinforced in the new brand campaign. culture in its DNA. Sony is committed to
Corp. Off.: A-31, Mohan Cooperative The brand campaign is being supported ensure that both the products and the
Industrial Estate, Mathura with extensive above-the-line and below- marketing activities employed truly make
Road, New Delhi- 110044 the-line activities, including print and tel- a difference to people’s lifestyles and offer
Tel: +91-11-6600600 evision commercial, web, PR, cinema, and them new dimensions of enjoyment. Re-
Fax: +91-11-26959141/43 shop-front front, for which the company lentless commitment to quality, continu-
Web: www.sony.co.in has lined up an investment of `50 crore. ous dedication to customer satisfaction,
Ad Agency: JWT BRAVIA LED campaign (1st phase: and unparalleled standards of service
Aug–Sep 2011 2nd phase: Sep–Oct 11): is what differentiates us from countless
PR Agency: Perfect Relations
Sony launched the new range of BRA- competitors and reflects the true image
VIA LED TVs powered by X-Reality – a of all that is Sony.

Godrej and Boyce Mfg. Company Ltd - Appliances Division
Marketing strategies new age mediums like internet and social
Innovations in marketing with mul- media marketing would be leveraged
tiple product launches would define our aggressively to build connect and drive
marketing strategy this year. We have engagement with burgeoning youth while
always believed that products should continuing with the innovation in the
be the key reason for consumers to buy proven traditional mediums like print,
your brand and hence we ensure that we TV, and outdoor. We are also looking at
provide them with best-in-class products continuing with big movie tie-ups with
that match up to their expectations from brand synergies like we did this year with
all aspects – functional or lifestyle. The Ready, Mausam, and more lately with the
urban consumers of today are looking to biggest blockbuster Ra.One. In terms of
get maximum out of the products, hence below-the-line activities, we have devised
a strong trend of convergence in products innovative and localized communication
is witnessed. We recently came up with to establish experiential connect with the
the first game LCD with motion sens- consumers at local level. Local language
ing technology with twenty five in-built advertising as well as other experiential
games. Recently, we have also launched tools such as local exhibitions and mo-
Kamal Nandi India’s first refrigerator with FM radio bile vans are critical to tap semi-urban
Executive Vice President-Sales and and USB player – MuziPlay – which has customers.
Marketing,
set a new benchmark in the industry. In
Godrej and Boyce Mfg.Company Ltd- Key achievements
the rural markets, which are mostly first
Appliances Division
time purchases, this category is primarily The key to our success has been the
driven by affordability and accessibility. constant innovation to connect with the
Hence, we have two pronged strategies ever-evolving consumers and offering
for metros and semi-urban/rural markets them the relevant technology they need.
respectively. Innovation and convergence We have been effectively using this ap-
for the metros and affordability and acces- proach and this has become an integral
sibility for semi-urban/ rural markets is part of the company’s thought process
going to be the key for successful brands. driving each and every action of ours
from product development to marketing,
Distribution strategies sales, and service. Godrej knows that
Godrej, enjoys a strong distribution net- innovation backed by strong consumer
work across India – both in cities and the research is the key in ensuring total
smaller towns. Our products are available customer satisfaction.
in more than 23000 outlets across India. With a slew of new product introductions
Apart from the sales network, our biggest and innovative marketing activities to
strength for small towns is the service connect with larger base of consumers,
support that we are able to provide even we ended the financial year 2010-11 on
at the remotest corner through our net- a high note and we are keeping the mo-
Company: Godrej and Boyce Mfg. work of more than 400 Godrej Smartcare mentum going this year too.
Company Ltd - Appliances authorized service providers. We started the year with the launch of
Division In modern trade, we have a well-estab- new contemporary range of LED, LCD,
Corp. Off.: Godrej and Boyce Mfg. lished relationship with the major modern and CRT televisions in the states of
Company Ltd - Appliances format retail brands across the country Karnataka, Gujarat, and Tamil Nadu
Division, Plant 11B, like Next, Reliance Digital, Aditya Birla, thus extending our presence in seven
1st Floor, LBS Marg, states in the category. As mentioned
Future group, Croma, Metro, and Bharati
Vikhroli(w)-400 079
Wallmart among others. We consider this earlier, we also launched India’s first
Tel: +91-22-67961700/1800 refrigerator with FM radio and USB –
association as strategically significant as
Fax: +91-22-67966066 they are not only opinion-making counters MuziPlay – which has got tremendous
Email: rameshc@godrej.com for today but also an important trade response from the market and has been
Web: www.godrejappliances.com channel for tomorrow. touted as one of the innovation bench-
Ad Agency: JWT, Orchard marks this year.
PR Agency: Madison PR strategies Company’s vision
In order to connect with the urban TG, Godrej appliances in every home!

Onida (Mirc Electronics Limited) Fact
dress this concern, we launched Spar- Sheet
kle, the world’s first washing machine
with an in-built brush. Company: Onida (Mirc Electronics
Onida’s launch of Pre-Cool air condi- Limited)
tioners received tremendous response Corp. Off.: Onida House, G-1, MIDC,
at retail and consumer level. Retailers Mahakali Caves Road,
found it as a great value-addition by of- Andheri (East), Mumbai -
fering pre-cool device which can also be 400093
used as a mobile and from the consumer Tel: +91-22-28200435/
point of view they get a feature wherein 66975777
they can operate their AC from outside Fax: +91-22-28236475
the installed premises. Email: response@onida.com
Recent trend has been more toward Web: www.onida.com
aesthetically better-looking products Ad Agency: Ogilvy and Mather Private
and Onida has taken a lead in introduc- Limited
ing the first flat grill, color grill, compact
Vipul Mathur IDU , and grills with pattern, mirror, tion. All of our key product launches are
Vice President - Marketing and glossy finish. promoted through extensive 360-degree
Onida (Mirc Electronics Limited) Going forward, the demand for eco- marketing campaigns, including tradi-
friendly and energy-efficient products tional, online, mobile, and innovative
Marketing strategies will grow substantially since cost of point-of-sale mediums.
This year, we have launched a range ownership will play an important role
in purchase decision. Plans for the Indian market in com-
of innovative products across various
categories. For a holistic consumer ing three years
Distribution strategies With rising disposable incomes, we
understanding, we have adopted a
consumer connect initiative. Our distribution strategy is a mix see LCD, AC, and mobile as the three
Keeping the insights that we have seen of increasing our penetration by clear growth drivers for Onida in
in mind, we have launched the latest developing new billing points in the Indian market for the next two
innovation in LED television. The new semi-urban and rural markets, en- to three years. While there will be a
innovative LED TV – Onida iTube – is suring addressability by focusing huge segment of the population that
India’s first Android-powered smart on key models in each category. The will be upgrading from CTV to LCD/
3D LED TV. Onida iTube delivers a mantra is to ensure that we cover LED, there will also be a need to offer
superior 3D experience of viewing and every dealer with every product, every products with unique features to ad-
is internet-enabled – powered by An- time. For secondary sales, we support dress the needs of different segments
droid – which allows the user access to our network through participation of the population. Similarly, given the
a large number of apps available in the in exhibitions and in-shop displays. low penetration of the AC category in
Android market. Onida iTube LED TV Besides we have also developed a the country, the split AC category will
has a stylish slim diamond edge bezel strong pan-India, on-ground activa- see a huge impetus among the upper-
(frame) resulting in a seamless and tion team to facilitate tertiary sales middle, and middle-class sections of
awesome viewing experience. to ensure proper product placement the population.
We have introduced the Black Beauty and implementation of point-of-sale
material. Company’s vision
microwave oven with specially de-
signed 123 Indian auto-cook touch We have recently opened many exclusive To build a brand around substance.
menus. In addition, we have also Onida Galleries in many cities to further To communicate simple truths that
launched a new range of Onida mi- strengthen our distribution network. customers understand. To become a
crowave ovens with a built-in calorie leader in our chosen field and become
Advertising and communication a globally recognized, prestigious
meter and mobile-enabled recipes.
strategies company through synergistic busi-
The latest range of Onida microwave
ovens – Classic, Diamond, and De- Our brand strategy is a reflection of nesses investment, differentiation
light – build on the legacy of the Black the needs of today’s consumers. As through innovation, passion through
Beauty microwave ovens. India has a huge growing youth popu- empowerment, cost through econo-
We observed that Indian housewives lation, addressing their ever-changing mies of scale and world class systems
still brush clothes, before loading them needs and aspirations is our constant and procedures that bring in a sense
into their washing machines. To ad- endeavor across all of our communica- of delight to our stakeholders.

Panasonic India (P) Ltd.
Marketing strategies l Internet campaign for 30 days on ma-

Panasonic believes that localization is jor websites
the key to their business growth and
Future plans for India
modification of business, products,
and content should satisfy both the Panasonic aims to reach out to maxi-
language and cultural differences of mum number of consumers in India
the targeted market, in this case, In- with its wide range of products that
dia. Thus, keeping in mind the Indian are specially designed keeping the us-
consumer, we develop products specific ers’ requirements and the environment
to the Indian consumers’ requirements. in mind. We are aggressively looking
Although consumers in India tend to at expansion and aiming to achieve
be price conscious, innovation and 200-billion yen mark in sales in India
value are significant criteria for buying by fiscal 2012. In terms of sales, the
decisions. Hence, Panasonic’s focus is company is targeting a turnover of
more on delivering consumer-focused `5500 crore by the close of 2011-12
innovations that add value to the lives fiscal. The company will be focusing
Manish Sharma of customers rather than solely depend- on product differentiation for consum-
Director-Sales & Marketing, ing on a low-pricing strategy to expand ers, developing India-specific products,
Panasonic India market share. which cater to domestic needs, and
communicating in the right way. In the
Distribution strategies past, Panasonic has been positioned
In order to deliver the finest of our as a family brand and with the launch
products and services to our custom- of a range of products, our intent is
ers, we not only empower our partners to shift the image of Panasonic as a
adequately but also provide them with youth brand.
regular training so that they can cater
to each and every need of the consum- Key achievements
ers. We organize periodic trainings for Panasonic’s green commitment and the
our partners and their sales teams on 100th-anniversary vision have greatly
product and application skill sets. contributed to the company to be
listed on the Dow Jones Sustainability
Advertising and communication World Index (DJSI World), one of the
strategies highly-recognized global indexes for
Looking at the vast product portfolio that socially responsible investment (SRI),
Fact Panasonic offers to its consumers, our for six years in a row. Panasonic has
Sheet medium of advertisement covers a right also been named as 2011 Global 100
mix of television, print, radio as well as Most Sustainable Corporations in the
Company: Panasonic India (P) Ltd. online which is becoming a key focus area world.
Corp. Off.: 1st Floor, ABW Tower, for us. Out of the total marketing budget
Sector - 25, IFFCO Chowk, for the year, 60 percent is being invested Company’s vision
Gurgoan, Haryana-122 001 in ATL activities and 40 percent in BTL Panasonic has a vision to become the No. 1
Tel: +91-124-4596600 activities with major focus on TVCs. The green innovation company in the elec-
Fax: +91-124-4596625 choice of the medium for advertisement tronics industry by 2018 (fiscal 2019),
depends upon the nature of the product, when Panasonic will celebrate its 100th
Email: helpline@in.panasonic.com
market potential, and the target audi- anniversary. Panasonic aspires for global
Web: www.panasonic.co.in
ence. As per our media plan for the year excellence as a green innovation company
Ad Agency: IBD Percept – Creative; and encompasses its two goals – green
we have planned:
Denstu (HA product-line
l TV spots–26,500 life innovation to realize green lifestyles
creatives)
l Print spots–250 to enrich people’s lives and green business
PR Agency: Genesis Burson-Marsteller
l Radio–15,000 innovation to bring forth innovation in
India our business styles.
l Cinema–50,000

Voltas Limited
Marketing strategies a landscape cluttered with feature-led pro-
The year began on a rather subdued note motions. The idea was to educate consum-
with 2011, on the back of macroeconomic ers on the appropriate use, installation,
shifts and inflation taking center stage and maintenance of air conditioners, in
within the consuming class. Commodity order to reap maximum benefits.
volatility had a compounding effect on Kicking off with the second season of
pricing. Having achieved a milestone advertising, the sensible cooling message
growth in the previous year despite the was seen everywhere – in TV commercials,
gloom, the brand continued its journey radio, posters, translites, and glow signs.
into the year on a brave front notching a Strategic media helped counter the brute
significantly higher consumer share. force and frequency of competition’s mes-
With a well thought-out product line-up, sages, responding with high-quality time,
which had been researched, planned, and in well-chosen mediums, such as IPL and
launched well in time, Voltas earned a news channels. Apart from this, non-
unique and enduring top-of-mind associa- traditional media like mall activations and
tion with low-cost of operation and sus- online social media have been explored
Pradeep Bakshi tainable low energy consumption. The new to engage the audience in a continuous
EVP and Chief Operating Officer, line-up in 2011 was tailored to advance dialog.
Voltas Limited that initial lead, and widen its appeal in Plans for the Indian market in the
entry, mid, and upper segments. The new
coming three years
product range and marketing platform has
led to a market leadership position with a Going forward, the brand is poised to ap-
22 percent market share. peal to an increasingly demanding group
of consumers. They can expect a quality
Distribution strategies assortment of energy-efficient products.
The country has been urbanizing at an A massive market expansion has been
unprecedented pace and meeting the re- initiated to reach out to a fast-urbanizing
quirement of a discerning audience that India. The push for growth is backed by
thrives on convenience and choice remains extensive groundwork to ensure reach
a priority for Voltas. The company has and availability across the spectrum. The
taken steps toward reaching out deeper retail footprint has been augmented to
and wider during the year. Initiatives over 6000 touch points, while the service
were taken to penetrate deeper into the infrastructure has been tuned to greater
burgeoning, affluent middle class. They speed and reach. Steps have been taken
have been prospering in a consumption- to augment the nationwide customer care,
led environment, and need to be both and the introduction of an online spare
served and tapped. Retail touch points parts module, called e-catalog.
were increased by 25 percent, for greater
presence, visibility, and sales. This was Key achievements
based on a thorough exercise of market On relative terms, the brand notched
Fact mapping and expansion. The brand rep- ahead with an absolute gain of 3 percent
Sheet resentation at prime retail touch points of market share. The brand was accorded
has seen significant improvement with the with the industry-validated Superbrands
deployment of well-trained demonstrators status for 2010-11, and the Reader’s Digest
Company: Voltas Limited across the country. Most Trusted Brand award for 2010, as
Corp. Off: Unitary Products Business voted by consumers. There was also the
Advertising and communication Empower award for energy efficiency, ac-
Group, A 43, MCIE,
Mathura Road, New Delhi- strategies corded by the Urjavaran foundation.
110044 The brand worked on a new plank – sen-
Email: vcare@voltas.com sible cooling – that was well accepted and Company’s vision
Web: www.voltasac.com applauded by customers. This new crea- The company aspires to attain market
Ad Agency: Publicis Capital tive plank, developed by media agencies, leadership in air-conditioning products
not only delivered the message, but also while sustaining the market leadership
PR Agency: Vaishnavi Communications
pumped energy and freshness into the in commercial refrigeration and water-
brand, giving it a clear-cut differential in cooling products.

Carrier Air Conditioning & Refrigeration Ltd.
Carrier believes that industry leadership Fact
demands environmental stewardship, Sheet
and we have been actively integrat-
ing sustainability into our company Company: Carrier Air conditioning &
culture. We believe a green company Refrigeration Ltd.
shows measurable results in four key Corp. Off.: Narsingpur, Kherki Daula
areas – products, people, production, and Post, Delhi-Jaipur Highway,
Gurgaon
practices. We extend our influence across
Tel: +91-124-4825500
the value chain to reduce negative effects
on the environment created by factories, Fax: +91-124-2372230
products, and suppliers. This is reflected Email: himani.joshi@carrier.utc.com
in our marketing with a micro-site dedi- Web: www.carrierindia.com
cated to our sustainability initiatives. Ad Agency: Percept MASH
This is reflected in our marketing with a PR Agency: Percept Profile
Krishan Sachdev
micro-site dedicated to our sustainability
Director-Marketing and Strategy,
initiatives. branded products is focused on energy
Carrier Air conditioning & Refrigeration Ltd.
efficiency. We have Sachin Tendulkar as
Distribution strategies
the brand ambassador for Toshiba.
Carrier was one of the companies that
initiated the HVAC/dealer concept in the Plans for the Indian market in com-
country to give an unparalleled experi- ing three years
ence to its customers. We have built a By tapping into Carrier’s rich global
strong distribution network of 600 sales resources, cutting-edge technologies,
and service dealers and 1200 distributors and local market knowledge, we have
and retailers on a platform of partner- been bringing the latest products and
ship and trust. The establishment of the technologies to India, focused on ozone
Willis Carrier Club Dealer (WCCD) has protection, energy efficiency, and indoor
also given impetus to our distribution air quality. We have made significant
network. The WCCD is a nationwide investments in our Gurgaon plant to
endorsement of Carrier’s best dealers in maximize localization. There will also be
the country. This endorsement not only an increased focus on light commercial
gives a unique identity to the dealers, products.
but also helps drive customer satisfac-
tion through expertise, the hallmark of Key achievements
Carrier. Apart from this channel, we Carrier has bagged National Energy
have also developed relationships with Conservation Award for four consecutive
most of the organized retail chains in the years (2007–2010).
country. Our existing setup in tier 2 and
3 cities is expanding, which will further Company’s vision
strengthen our dealer network. Our vision is to be recognized as the
leader in every segment we operate in,
Advertising and communication inspire our people to achieve their goals,
strategies by providing the most efficient systems
Carrier – We continue to focus on natural and solutions across industry, with best-
leadership. in-class services, through continuous
Toshiba – The advertising for Toshiba- improvement and sustainability.

Daikin Airconditioning India Pvt. Ltd.
Marketing strategies Several other factors such as changing
Our marketing strengths emerge from lifestyle, increasing disposable income,
the products and their quality that falling prices of air conditioners, and
drive the brand globally. Daikin India lowered running costs have significantly
aims to invest heavily for enhancing its contributed to this growth.
brand awareness across India. In the Key achievements
first phase, the company aims to target
the growing middle class with its new Daikin India is on a steady growth path
mid-market pricing strategy. Increased to becoming a leading air-conditioning
production capacities for variable re- player in the domestic market. Being the
frigerant volume (VRV) and chillers are undisputed leader in the VRV segment,
targeted to service the growing institu- we are aggressively looking to grow our
tional demand. overall market share over the next three
years. The company expects to attain a
Distribution strategies strong hold in the chiller segment in In-
Daikin India has plans to expand its dia. Daikin India is expecting a twofold
Kanwal Jeet Jawa national dealership network to 1000 growth in residential air-conditioner
Managing Director, from the current 800-plus and also de- sales this year. Overall, we expect to
velop 200 Daikin Solution Plazas across more than double our sales in the resi-
Daikin Airconditioning India Pvt. Ltd
the country over the next 12 months. dential segment this year. This growth is
All Daikin air conditioners will now be not only coming from tier II cities but also
available to the consumers across India from tier I cities clearly indicating that
through its dealer network that has been there is enough potential in the market.
specially trained by Daikin to provide The growth has been slow but has picked
unmatched after-sale service. up at a challenging pace especially in the
face of growing price competition.
strategies Company’s vision
The sales efforts will be backed by fo- To become a leading HVAC player in
cused advertising and communications India by 2015.
through the year. Daikin will also be
seen year round in key industry and con-
sumer exhibitions. Selected hoardings,
outdoor branding, cab branding, and Fact
RWA branding are also part of the plan
to provide sales the necessary impetus.
Sheet
Plans for the Indian market in com- Company: Daikin Airconditioning

ing three years India Pvt. Ltd.
Riding on the back of a robust economic Corp. Off.: 12th Floor, Building No. 9,
DLF Cyber City, DLF
growth, Indian air-conditioning market
Phase - III,
is on an exploding path. The overall Gurgaon 122002,
scenario seems to be extremely positive Haryana (India)
for the market and we are very bullish Tel: +91-124-455 5444
about it. Going by the recent reports, air-
Fax: +91-124-455 5333
conditioning penetration is projected to
grow from 3 percent in 2009 to 5 percent Email: Communications@
daikinindia.com
by 2015. We expect the year 2010-11 to
be a turning point – the last quarter Web: www.daikinindia.com
particularly, should be very good and Ad Agency: Hakuhodo Percept Pvt. Ltd.
2011-12 should be a very good year too.

Dixon Technologies (India) Pvt. Ltd. Fact
egory, slim line eating into flat, color
Sheet
televisions are getting a piano finish, Company: Dixon Technologies (India)
all thanks to LCDs. Pvt. Ltd.
The price erosion integral compulsion Corp. Off.: B 14, Phase II,
for the industry continues at the same Noida-201305
feverish pace, while LCD pricing is no Tel: +91-120-4737200
different at the initial stage.
Fax: +91-120-2562681
At Weston, we are also facing the brunt
Email: info@weston.co.in
of the declining CRT market but loca-
tions like U.P,, Rajasthan, and Punjab Web: www.weston.co.in
have still been able to keep momentum Ad Agency: BEI Confluence
and have shown growth over the previ- Communication Ltd.
ous financial year. A full range of five
ultra-slim models with a piano finish the color televisions in the industry. The
has also been launched with a swivel same would be complemented by other
Sunil Sethi, option. The new modern trade partners models of LCDs and LEDs to complete
COO-Consumer Electronics, added TPG, V-2 Retail, and Spencers the range. The major thrust in the fi-
Dixon Technologies (India) Pvt. Ltd. besides our association with Bharti nancial year still remains on LCD/LED
Walmart B2B, Bharti Walmart B2C, so it is at par with the industry in terms
Reliance B2B, Reliance B2C, Aadhar of technology, products, innovation, and
Marketing strategies Retailing, Croma, Big Bazar, Hariyali, value addition and Weston can find and
It has been hard first six months for Carrefour, and Max Hypermart. ensure a place in this changing scenario.
this financial year. There is a huge en- Weston entered LCD category with the Washing machines and washers besides
vironment change, the speed at which launch of its LCD GAZE LA22-1101 color television would be other thrust
LCD, LED product category is settling with picture-in-picture and full stereo areas. CRT along with LCD/LED will
in has seen the exit of the 20-inch cat- – our first knock at the changing face of remain the core focus.
Hitachi Home & Life Solutions (India) Limited
Marketing strategies by introducing company-owned and
Innovation is the key aspect of HHLI’s company-operated service centers to
(Hitachi Home & Life Solution India Ltd.) improve the after-sale service quality
business strategy. HHLI keeps on inno- and better customer satisfaction. Thirty-
vating and introducing the best-in-class two centers have been opened with 1200
products to Indian market every year. technicians that are Hitachi employees,
Our global experience helps us marry in the first phase starting with all the
best of international standards and local major towns. This is over and above 350
needs to have excellence in products and other service points.
services. We call it a truly glocal concept. b) Service training – Apart from providing
All air conditioners are made in India training to our own service technicians,
and are made for India, keeping in mind we are training 2500 more technicians of
Indian climate conditions and customer service franchisees in our state-of-the-art
needs. We are creating value for our training center Hitachi Centre for excel-
brand by giving a different experience to lence. This center is based at our Kadi
the customer through a combination of (Gujarat) plant and has a dedicated team
Gurmeet Singh many small steps at every level including for training needs.
Head-Sales & Business Planning, Vice product, mass advertising, or showroom- India’s first 5-star rated window AC.
President, level promotion. This year, Hitachi has introduced In-
Hitachi Home & Life Solutions (India) dia’s first ever 5-star rated window air
Limited Distribution strategies conditioner Summer. In this range, 1.1
Major emphasis will be on tier II and tier Tr and 1.5 Tr capacities are 5-star rated.
III towns through exhaustive network Summer has an aerodynamic design
reach by appointing new distributors. and classy matt finish. The Summer is
Currently, we are present in more than available in three capacities – 1.1 Tr.,
300 towns across the country at all the 1.5 Tr., and 2.0 Tr.
premium and good retailers along with i-Clean launch. As part of HHLI’s con-
big retail chains. tinual innovation drive, i-Clean, split
AC model was launched. i-Clean is
Advertising and communication equipped with automatic filter-clean
strategies technology, which cleans filter automati-
We have a focused approach in mar- cally, therefore, preventing blockage and
keting planning which finally takes dust, ensuring only clean, healthy, and
shape into an integrated marketing powerful cooling forever with high energy
communication including ATL and efficiency.
BTL promotions. This year, we had
supported our air conditioner launches Company’s vision
with three different TVC creatives – i- In order to pass on a living environment
Clean, Kaze, and ACE Follow me. In blessed with nature to the next genera-
Fact the season, we created all-round buzz tion, HHLI will maintain close contact
Sheet using TV, newspaper, magazines, radio, with the Lifestyle Zone in striving to
outdoor, internet, and mobile mediums. contribute to quality of life.
For refrigerator promotion, we did a Hitachi believes in Inspiring the next;
Company: Hitachi Home & Life
six month long campaign in selected this statement embodies Hitachi’s com-
Solutions (India) Limited
magazines. And now during festival mitment to continue to inspire coming
Corp. Off.: Hitachi Complex, Karan
season we have used newspaper as a generations with the latest products,
Nagar, Kadi, Mehsana-
382727, Gujarat communication medium. systems, and services for a more vibrant
and better society. It is also an expres-
Tel: +91-2764-277571 Key achievements sion of our strong commitment to boldly
Fax: +91-2764-233425
Service strengthening. We have taken face whatever new challenges the time
Email: hitachi@hitachi-hli.com some initiatives to strengthen our after- brings for us – whatever comes Next,
Web: www.hitachi-hli.com sale service: Hitachi intends to be the catalyst for a
Ad Agency: Bates 141 a) Hitachi owned and operated service changing society. As society changes, so
centers – We have taken an initiative will Hitachi.

TCL India Holdings Pvt. Ltd.
Marketing strategies of-sale materials like banners, posters,
We are now more focused on marketing arches, and through participation in
and selling products under our own festive melas/exhibitions. The idea is
brand name, throughout the world to meet the consumer’s eye and sub-
to completely transit from Made in sequently influence his purchase deci-
China to Created in China and promote sion. We are also taking full advantage
Chinese brands on a global basis. We of international sponsorship such as
have integrated our industrial chain, Transformers III movie tie-up between
strengthened innovation, and increased TCL and Paramount Pictures and Asian
our competitiveness. Games sponsorship.
TCL utilizes its global design resources
and market insights to bring an inno-
ing three years
vative and excellent design to life. The
characteristics of TCL design gives the We are looking for a 10-percent market
user a stylish and user-friendly experi- share, and for this we have a very ag-
ence. We are planning brand campaigns gressive expansion plan. We are mak-
Rambo Zhang focusing on our hi-end LED, LCD, and ing significant investments in the LED
MD, premium range of slim TVs. The com- and LCD flat panel segments as these
TCL India munications will be based on style and are going to be the growth markets and
technology delivered by TCL products, intend to become a complete display
which will project the premium value solutions provider. TCL is an accredited
of the brand. global technology pioneer with many
firsts to its name and continuing with its
Distribution strategies tradition, it is now developing the new
We have made significant inroads into LED technology. In order to match up
the rural market considering the fact with current technology, we will launch
that rural markets contribute around LED and new 3D LED TV models in
75 percent in our overall sales and 75 the coming year. This will give the cus-
percent of our dealers are located in tier tomers a wide choice thus resulting in
II and tier III cities and rural regions. rapid growth in sale of LCDs and will
In line with our rural focus, we have our also allow us to penetrate more into the
branches in tier II cities such as Indore, urban market.
Bhopal, Ahmedabad, Cochin, Bhubane-
swar, Coimbatore, Vijayawada, Nagpur, Key achievements
Siliguri, Assam, and other parts of the The Asian Games sponsorship was a
North-East. On the other hand, we have huge success for TCL.
also entered retail chain stores for LED
and LCDs. Launch of TCL India website
We have already launched our TCL India
Advertising and communication website (www.tcl-india.com).
Company: TCL India Holdings Pvt. Ltd. strategies
In the 16th annual report of the Top 100
Corp. Off.: 2nd Floor, Town Center II, On the advertising front we are plan- Most Valuable Brands in China, TCL
Andheri–Kurla Road, Marol, ning brand campaigns that will focus maintained the title of China’s No. 1
Andheri(E) – 400059 on our premium range of LED and color TV brand.
Tel: +91-22-40080600/ LCD TV.
1800-102-5060
The focus has been more on region-spe- Company’s vision
Fax: +91-22-40080800 cific advertisements and BTL activities.
l To be a globally prestigious and in-
Email: India.service@tcl.com We plan to communicate our consumer
novative enterprise
Web: www.tcl-india.com offers mostly through regional channels
and press to reach the target customers. l Focus on flat panel business
Ad Agency: Allied Media
PR Agency: Percept Profile Apart from ATL, we are very aggressive l Persistent pursuit for digital tech-
on the shop level with various point- nology innovation and application

Haier Appliances India Pvt. Ltd.
Marketing strategies ambassador features across all brand
Since Haier India’s inception in 2004, we communications as well as product ad-
have tried to build a strong marketing vertising for its wide range of products.
focus. All along, the emphasis has been Our association with John further looks
on brand awareness and toward building at strengthening the bond between con-
a loyal consumer base for Haier. With sumer and the brand, as he personifies
pressure to attain the ultimate profit Haier’s youthful image and exemplifies
maximization goal, we have consciously the dynamism attached with the brand.
focused on greater return on investment
(RoI) with less investment, customizing
and synchronizing our business and We have been strategically marketing
marketing strategies, in line with market and promoting the Haier India products
trends and customer needs. through exclusive brand stores – Haier
Looking at an aggressive multi-fold Experience Centers/Haier Experience
growth with an emphasis on technology, Zones – across the country. Currently, we
quality, innovation, value, and services operate out of more than 165 Haier Expe-
Shanta Roy Sanjeev penetration, we have been strategically rience Centers nationwide. We have been
Head-Marketing, marketing and promoting the Haier working toward market consolidation and
Haier India products at exclusive brand stores – Haier thus plan to add more such centers to the
Experience Centers/Haier Experience network. The idea is to reach out to more
Zones – across the country. The centers cities, towns, and increase penetration in
are aimed at providing consumers an the tier II and tier III markets.
international shopping experience show- We have also expanded our distribution
casing the latest in technology, innova- network across the country with 4500
tion, and design of the complete range of dealers pan India and this will be further
Haier products. bolstered in the year ahead.
We have introduced new products like
the revolutionary Haier 3D LED TV, Advertising and communication
frost-free range of refrigerators with strategies
the global top mount Elegante series and The communication for Haier India is
a unique range of convection and grill strategically designed focusing on its
microwave ovens in the market. We are initiative of Eco Life and brand promise
further planning to introduce new and of Smarter Life, Better Planet. Our prod-
innovative range of products across cat- ucts are innovative and designed to make
egories. In line with the brand essence the user’s life easier while reducing the
of Inspired Living, the Haier products stress on the planet as well. Basically it
Fact are powered by cutting-edge technology, is about creating unique products that
Sheet unique features, and highest standards change consumer’s life from merely good
of energy efficiency. to Inspired Living.
Company: Haier Appliances India Pvt. We have launched our green initiative In keeping with our commitment toward
Ltd. Eco Life in India as a part of the global environment through the Eco Life ini-
Corp. Off.: B1/A 14, Mohan re-branding exercise aimed at design- tiative, we constantly communicate the
Cooperative Industrial ing smart products which not only meet benefits of the eco-friendly Haier products
Estate, Mathura Road, New customer needs but also adhere to en- with regard to its salient features like
Delhi - 110044 vironmental norms. Under the Eco Life silent operation, low energy consump-
Tel: +91-11-30674000 initiative, we not only develop more tion, non-toxic materials, and recyclable
Fax: +91-11-26971562 energy-efficient, state-of-the-art products parts.
Email: info@haierindia.com but also encourage customers to live eco-
conscious lifestyles. Plans for the Indian market in coming
Web: www.haier.com/in
To ensure better consumer engagement, three years
Ad Agency: Crestra Communications
Private Limited we focus on advertising in print and The Indian market has enormous potential
PR Agency: Quasar Media Pvt. Ltd. on-ground promotions. The Bollywood when it comes to electronics and consumer
heartthrob John Abraham as the brand durables. With an impressive lineup of

products across categories in electronics quality, and services penetration. brands surveyed by Trust Re-
and home appliances, we are confident These drivers, in turn, will help us search Advisory in 2011.
to achieve the targets for this year. in consolidation. We plan to expand l Haier India is ranked 25th among
Reflecting Haier’s strong commit- the Haier Experience Centers/Zones world’s most respected companies
ment, we plan to introduce and add network further. Currently we have in a forbes.com report.
to our innovative range of products 165 Haier Experience Centers/Zones l Ranked 86th among the world’s
across all categories, including re- across India. We plan to add more such 500 most influential brands by glo-
frigerators, air conditioners, washing centers to the network, giving more bal BrandLab in 2006.
machines, LED and LCD televisions, and more consumers an international l On January 31, 2004, Haier was
spa water heaters, microwave ovens, shopping experience showcasing the named as one of the world’s 100
and small appliances. latest in technology, innovation, and most recognizable brands and a
For promoting sustainable and a design from the house of Haier. global brand name, listed by the
healthy planet through our Eco Life With over 4500 dealers all over the World Brand Laboratory, a lead-
initiative, we are marketing the latest country, we will add further to this ing global brand evaluation organ-
eco-friendly offerings from Haier India well-knit base between 2011 and ization.
ranging from refrigerators, semi- and 2013 and aim to achieve a leadership
fully automatic washing machines, position in the next five years in this Company’s vision
split and windows air conditioners, a market. To be the most admired brand in India,
wide range of LED and LCD TVs, and providing innovative, state-of-the-art,
the spa range of water heaters. Key achievements and user-friendly products of lasting
We are eyeing an aggressive multi- l Haier India is ranked India’s 19th value to our customers, and make their
fold growth driven by technology, most trusted brand among 16000 today better than yesterday.
PG Electroplast Limited
development of the burgeoning elec- Chairman speaks
tronic industry in our country, PG “We are objectively, a customer-driv-
Group emerged with high levels of en enterprise and customer delight
competence, commitment, stringent is what our group is focused at, we
quality control measures and value strongly believe in R&D and innova-
addition to lead by example. Over tion which have acted as a catalyst
the decades, today, led by Promod for growth.
Gupta, the group stands tall on So, continue to compete and grow,
the hallmark of merit and profes- make things happen to leave a last-
sional excellence having moved into ing legacy. Organizations are criti-
various allied fields of expertise and cally important in the world, to drive
crossed many significant milestones our vision we act as organizers, not
by keeping abreast of times. employers.”
As business today is all about an im-
peccable mix of technology, innovation,
Vikas Gupta quality, and cost, PG Group has set an
Director, example and is a force to reckon with. Fact
PG Electroplast Limited It boasts a state-of-the-art infrastruc- Sheet
ture at every unit and an impressive
The Group line of in-house facilities to cater Company: PG Electroplast Limited
PG Group, a dynamic multi-division, unflinchingly to clients in India and Corp. Off.: P-4/2 to P-4/6, Site-B, UPSIDC
multi-product high-tech conglom- overseas. Since the limits of technol- Indl. Area, Surajpur, Greater
erate that has been a resounding ogy can be challenged by the vitality Noida-201306, Distt.Gautam
success in the wonder world of of progressive thinking with relentless Budh Nagar (U.P.)
consumer electronics in India, is R&D and training, the group aims at Tel: +91-120-2569323
all set to open up a new horizon on fostering a growth-conducive corpo- Fax: +91-120-2569131
the power of innovation. Its gen- rate culture by offering its employees Email: marketing@pgel.in , info@
esis dates back to the year 1977, continuing security and opportunity pgel.in
when driven by a great vision to to deliver better than their best in a Web: www.pgel.in
manufacture and contribute to the global work environment.

Blue Star Ltd.
Distribution strategies segments are expected to grow well over
We have over 600-strong sales and serv- the next three years. Blue Star hopes to
ice dealers and over 500 retail stores grow its business aggressively in both
network across the country. This covers the room air conditioning as well as
the metros as well as the tier II and III commercial air-conditioning segments
cities. We intend to further expand our and significantly increase its market
network in tier 4 and 5 towns as we see share by 2013-14.
a higher growth potential there.
Key achievements
Marketing and advertising strate- The current year has been a tough year
gies for the room AC industry. The industry
l Blue Star has long enjoyed the sta- has declined by 10 percent during the
tus of being a preferred choice for period April – September, 2011. A soft
central air-conditioning require- summer and increase in product prices
ments in the corporate and commer- were major reasons for the decline.
cial (C&C) sector. However, Blue Star has registered a
CP Mukundan Menon
l Based on the fact that Blue Star is growth of 25 percent during this period
Vice President, due to excellent product mix, network
Room Airconditioners Division, a leader in central air conditioning
Blue Star Ltd. and is a reputed office-cooling expert, expansion, and aggressive brand build-
the value proposition of get office-like ing. Blue Star has gained market share
cooling at home was born. This has in all the four regions and we are confi-
enabled Blue Star to leverage on its dent of maintaining and consolidating
reputation of cooling larger spaces as this growth path in the coming years.
well as communicate that consumers Our window AC range and 5-star split
can get the same cooling experience AC range have been well received by the
at home. Moreover, this proposition channel and customers. The superior
is different since most other brands product quality and unique features
in the room AC space cannot make have helped our 5-Star split AC to con-
the same claim. tribute more than 25 percent to our total
l Our new TV commercial was based on split AC sales which is more than the
the above value proposition and it has industry average of 20 percent.
been received very well. In addition to
this, to ensure 360-degree branding,
the activities were optimized across
various other media such as print,
hoardings, and the internet along
with some on-ground activities.
Plans for the Indian market in com- Company: Blue Star Ltd.
ing 3 years Corp. Off.: Kasturi Buildings,
J Tata Road, Churchgate,
We have plans to introduce a much Mumbai-400020
wider range of window and split air
Tel: +91-22-66654000
conditioners across different star cat-
Fax: +91-22-66654150
egories. To address the growing resi-
dential market, we will have a wider Email: coolingsolutions@
bluestarindia.com
variety of aesthetically appealing units
with multiple color variants. Web: www.bluestarindia.com
Ad Agency: Interface Communications
Despite the economic slow down and Pvt. Ltd.
de-growth in the room AC industry
PR Agency: Pressman Advertising Ltd.
during 2011-12, both the residential
as well as corporate and commercial

Canon India
Marketing strategies informed manner.
Canon has innovative marketing strate- Canon is aggressively driving campaigns
gies across its various product segments. to expand its reach in tier II and tier III
This year, the company has earmarked towns and rolled out a mobile road show
`140 crore for various marketing and Canon Image Express last year in 38
promotional activities to connect with its cities, which has received enthusiastic
vast target audience at all levels. By this response from customers in all cities.
investment, Canon aims to achieve sales
of `1650 crore against a `1257-crore sale
ing three years
last year. Canon has also introduced The
Photo Marathon which is a very unique Canon India is looking at a turnover of
concept to help create photo culture and US$ 1 billion by 2015. This would mean
passion in photography in India. a consistent high growth and the plans for
the next three years include steps toward
Distribution strategies this goal, along with launching more than
Canon has approximately 380 primary 100 products every year. Canon India
Alok Bharadwaj channel partners, 13 national retail chain recently forayed into the retail segment
Senior Vice President, partners, and over 4000 secondary retail with the launch of its exclusive brand
Canon India points. Canon has also recently joined retail store called Canon Image Square,
forces with Océ distributors in India that and plans to have around 300 new stores
will now be a part of Canon’s partner in the next three years.
network. Canon’s service reach extends to The focus this year will be to increase the
over 200 towns with over 200 service en- foothold across B, C, and D-class cities of
gineers, four master service centers, and the country, with offerings across con-
34 Canon Care Centers. Canon and Océ sumer- and business-relevant products.
products are available with a complete
service support network.
Key achievements
Understanding the evolving consumer
needs, Canon has created a brand retail Canon has received more than 100
division called Image Square to tap the product awards across its consumer and
growth of the retail market. Our retail business line-up. Canon India has been
stores are based on the franchisee model. recognized as one of the best employers in
They are intended to be a one-stop des- India in 2011, in an extensive nationwide
tination for people with imaging needs, study conducted by Aon Hewitt, a global
enabling enhanced visibility, experien- human resources consulting firm.
tial purchase at the point of sale, and Canon India has benefited from the first
increased reach. The number of stores mover’s advantage in the industry, by
opened till date are 32. inaugurating the Canon Image Square – a
one-stop shop, for all imaging needs. The
Fact strategies
Canon Image Square features in the list
Sheet
of top 100 best retailers as per industry’s
Canon recently launched a television leading retail magazine Retailer in their
commercial India’s Nights Made Beauti- July, 2011 edition.
Company: Canon India ful across all major print and electronic
Corp. Off.: 2nd Floor, Tower A and B, channels. The TVC was launched for the Company’s vision
DLF Phase-3, Cyber Greens, IXUS range of cameras. It highlights the Canon takes pride in not only bringing
Gurgaon (Haryana)
HS technology which helps take clearer, quality products to the market but also
Tel: +91-124- 4160000 sharper images even in low light. The contributes to minimizing environmental
Fax: +91-124-4160011 commercial features Sachin Tendulkar, burden through effective application of en-
Web: www.canon.co.in Canon’s brand ambassador. vironmental technologies. Canon aspires
Ad Agency: Percept H and Denstu Canon’s communication strategies are to be a company that is not only a leader
Marcom centered on technology leadership and in technology but also a company that is
PR Agency: 20:20 MSL features of the products so that the con- people-friendly for both its employees as
sumer is able to make their choices in an well as its customers across India.

Fujifilm India Pvt. Ltd. Fact
to strengthen its operations in the Sheet
fast-growing Indian market. Known
for innovations in the digital photog- Company: Fujifilm India Pvt. Ltd.
raphy domain, Fujifilm is credited Corp. Off.: Vatika Business Park, 7th Floor,
with invention of the first digital Block-One, Sohna Road, Sector-
camera, bringing the EXR revolu- 49, Gurgaon, Haryana-122001
tion in the digital camera sensors Tel: +91-22-42364000
and launching the world’s first (India Branch Office)
3D digital camera as well. It is Fax: +91-124-4325555
also the first company to upgrade Email: contact@fujifilmindia.com
Web: www.fujifilm.in
all its digital camera models in the
Ad Agency: Bhasha
country with high-definition (HD)
PR Agency: Teamwork Communication
capability. The iconic photographic
Solutions
company launched 14 new cameras
last year. company is focusing on creating a cool
A. Rajkumar Fujifilm is constantly on the look out young and trendy image of the brand
for newer opportunities to understand Fujifilm. For this, it is undertaking
Country General Manager (DSC),
the mind of the Indian consumer different sales and marketing strate-
Fujifilm India Private Limited
and establish a special connect with gies. Besides, it also intends to make
them. its presence felt in media formats
Marketing and advertising The product development team works such as print, outdoor, radio, PR and
strategies to get the feedback from the target au- TV, and digital media. There would
Fujifilm India, the wholly-owned dience here, which is shared with the be roadshows in key malls and high-
subsidiary of Fujifilm Holdings Cor- R&D team in Japan, where the prod- footfall markets, shop displays, and
poration, Tokyo, was set-up in 2008 ucts are developed. Right now, the retail activations.
Super Cassettes Industries Ltd.

Fact
products for both the rural and ur- Sheet
ban Indian markets.
Distribution strategies Company: Super Cassettes Industries Ltd.
Although we have more than 20 Corp. Off.: Plot No. 1, Sector-16A, Film
branch offices having warehouse fa- Center, Noida - 201301, Distt.
Gautam Budh Nagar, (UP)
cilities, we still continue to maintain
distribution of our products through Tel: +91-120-2515108, 2516926
our network of distributors and di- Fax: +91-120-2515743
rect dealers across the country. Our Email: consumer.ed@tseries.net
thrust is to build confidence among Web: www.tseries.com
our channel partners with the quality Ad Agency: Trai Blazer Media P Ltd
of our products and attractive prices PR Agency: Trai Blazer Media P Ltd
coupled with efficient and effective
after-sales service. Key achievements
A. N. Sehgal Despite fierce competition and a
Director, price war unleashed by domestic and
strategies
T-Series (Super Cassettes) multinational companies to garner
In addition to newspaper advertisement, larger share in the market, T-Series
we would also be opting for TV and mag- has been able to maintain its growth
Marketing strategies azines besides some BTL activities. and diversification.
T-Series has traditionally been
linked to music and has also estab- Plans for coming three years On company’s vision
lished itself in durable electronic l Expanding the range of LED/LCD To pursue excellence in quality with
consumer products. We believe in TV the future in mind, and to provide
adding value to our models and in- l Expanding the range of semi-auto- comprehensive value for money to our
novating and developing dedicated matic washing machines discerning consumers.

Daenyx International Private Limited
Daenyx is a pure swadeshi brand with all Fact
features of best product line of the world Sheet
which is available at every corner of the
country as dealer friendly and customer Company: Daenyx International
preferred brand. Dealer loyalty will bring Private Limited
Daenyx brand to a platform and cus- Corp. Off.: A 30 & 31, Hosiery
tomer loyalty will make it rule the home. Complex, Phase-II Extn.,
To cater to the customers’ demands, we Noida – 201301
provide them with a strong service base Tel: +91-120-3042721
through our toll-free number to ensure Fax: +91-120-3042736
their utmost satisfaction.
Email: daenyx@hotmail.com
Distribution strategies Web: www.daenyxinternational.
com
We have a network of big distributors
who are backed by ample number of sub-
Santosh Mahendra dealers in the remotest town to cover a
National Business Head, population of 10,000 individuals. In A
and B metro cities, we are supplying all and part of South India. We plan to
Daenyx International Private Limited
our products to direct dealers and make cover the eastern and western parts of
their shop look like a Daenyx brand shop, India in another two years. Our product
which shows the strength of the company line of LCDs, ACs, and washing ma-
with a variety in the range. Lastly, we chine range will be further upgraded
have a display of our products in modern with latest technology. Our mantra
trade where today the visibilty of our would be Daenyx Best Technology Prod-
range can make Daenyx brand more ucts, Best Price with Best Service for a
popular and stronger. Happy Life Customer.
Advertising and communication Key achievements

strategies We have garnered a three-percent
We are promoting our brand mainly market share last year in the washing
through print media and exhibitions at machine category. With the new range
various local fairs in metro and small of washing machine models, which we
towns for the visibility of our product are going to introduce in this financial
range. For BTL activities like in-shop year, we are very confident to touch a
branding, local TV channels are being new milestone.
used for scrolling our brand name as We have created a new segment in 7.5
well as our product range. Hoardings kg washing machine category first time
and wall paintings are being used for in India, which has not only gener-
outdoor publicity. This financial year, we ated good sales but also has enhanced
will be starting with FM channels with our Daenyx brand in aesthetics and
good jingles which will further help us in quality.
making our brand stronger.
Company’s vision
Plans for the Indian market in com- The company’s vision is to position the
ing three years brand among the top five brands within
We have already covered North India a span of five years.

Hindustan Unilever Ltd.
Marketing and advertising strate-

gies Fact
In 2010, the United Nations declared Sheet
that access to safe and clean drinking
water and sanitation is a human right
Company: Hindustan Unilever Ltd.
essential to the full enjoyment of life.
Corp. Off.: Hindustan Unilever Ltd.,
One of its millennium development goals
Unilever House, BD Sawant
(MDG) is to halve, by 2015, the propor- Marg, Andheri - 400 099
tion of the population without sustain-
Tel: +91-22-398 30000
able access to safe drinking water and
Email: Vikram.surendran@
basic sanitation.
unilever.com
Since its national launch in 2008, Web: www.pureitwater.com
Hindustan Unilever’s Pureit has aimed
Ad Agency: Lowe Lintas Pvt Ltd
to address this issue and deliver on
PR Agency: Text Hundred India Pvt Ltd
its agenda to protect lives. Pureit
has been adopted by over 4.5 million
Vikram Surendran
households across India. Today, Pureit
GM Water, of safe drinking water and then went on
has a device to meet every consumer
Hindustan Unilever Limited need right from devices which do not to challenge the entire purifier industry
need electricity or continuous water with its one crore challenge – the chal-
supply to India’s first fully automatic lenge stays unclaimed till date.
water purifier – Marvella OGT and
now Pureit Marvella RO, which con- Pureit has recently launched Pureit Mar-
verts hard water of up to 2000 PPM vella RO, India’s only RO water purifier
into soft and tasty water. Each Pureit with an advanced alert system. Farhan
device meets US Environment Protec- Akhtar and Prachi Desai are part of the
tion Agency’s (EPA) stringent germ-kill marketing campaign for Pureit Marvella
criteria, which recommends log 6, log RO, representing the target audience
4, and log 3 reduction of harmful bacte- that Pureit Marvella RO wants to com-
ria, viruses, and disinfectant-resistant municate to. The urban and suave yet
parasites respectively. down-to-earth and trustworthy image of
both Farhan Akhtar and Prachi Desai
Pureit is a technologically advanced represents all that Pureit Marvella RO
product and is one of India’s largest stands for. The couple comes together in a
selling water purifier. This superiority candid avatar and explains the superior-
comes through very clearly in Pureit’s ity of Pureit Marvella RO over any other
marketing and advertising campaigns as ordinary RO purifier. Farhan and Prachi
well. Pureit started by educating the con- help deliver Pureit’s established values
sumers about the importance and need of Trust and Credibility.

Global Brands Enterprise Solutions Pvt. Ltd.
Marketing strategies ing the entire nation apart from BTL
We are committed to developing tech- activities. We feel that being a known
nologically advanced products that brand like AKAI, we need to provide re-
go beyond the current expectations of minder ads and therefore we selected this
value and quality. For example, we high-penetration medium. In addition,
have recently launched new models of we carried out television activities, pri-
both LED and LCD televisions in the marily on news channels. During Diwali,
32-inch segment having Blu Ray feature, we focused more on the region-specific
which can enable the user to play high- BTL activities to catch the consumers’
definition movies directly on the TV set attention. For promoting our flat panels
through USB, without any external HD during Diwali, we gave DTH connection
player. Further, we have launched a as a consumer offer.
home entertainment DVD player, hav- Plans for the Indian market in com-
ing karaoke player, video games, FM ing three years
tuner with built-in speakers, as well as
USB and SD card slots for user to watch We will be introducing more innovative
Basant Pande their favorite movies, listen to FM, and products for the Indian market, which
Executive Vice President, Sales & play games and music through USB or are user friendly, high on value, and at
Marketing, SD card. By offering such innovative affordable prices, which is the main USP
Global Brands Enterprise Solutions Pvt. products that are viable in our existing of our brand.
Ltd
market at affordable prices, we have Key achievements
managed to offer a complete basket to
The company has achieved an overall
the consumers.
50-percent growth as compared to the
last financial year.
AKAI enjoys strong distribution network Company’s vision
in tier I to tier III cities. Our products are To make AKAI one of the leading brands
available in more than 4000 multi-brand in its business category by providing
retail outlets across India. For LCD and technologically advanced and innovative
LED, our focus is across all the tier I products and services.
and tier II cities as growth in this seg-
ment is primarily coming in from these
markets. For CRT business, we focus
on tier II and tier III cities, where we
Fact
Sheet
have made a combined network of direct
dealers and distributors. For economical
range of CRT models, we have appointed
wholesalers. Company: Global Brands Enterprise
In modern trade, we have a well-estab- Solutions Pvt. Ltd.
lished relationship with major modern Corp. Off.: Plot No. 97, Sector- 44,
format retail brands across the country Gurgaon -122 002
such as Reliance Digital and Reliance Tel: +91-124-4305000
Mart, Future Group, and Vishal Mega Fax: +91-124-4305020
Mart, to name a few. Email: info@gbes.asia
Advertising and communication Web: www.akai-india.net
strategies Ad Agency: Everest Brand Solutions
Pvt. Ltd.
During the world cup, we gave strategic
PR Agency: 20:20 Webtech
advertisements on the sports pages of
about 20–22 leading newspapers cover-

KENT RO Systems Ltd.
Marketing strategies growing rapidly. We are the pioneers of
Apart from ad world, we are also follow- the revolutionary mineral RO technol-
ing all the sales promotion techniques to ogy in India and have a market share of
create awareness along with the recall 40 percent in the RO market. For further
capability. We have our approach on growth, we are investing extensively
digital media too. We are present on in expanding the distribution network
Facebook, YouTube, and every interface and ramping up manufacturing capa-
possible. We provide information to con- bilities. We have three state-of-the-art
sumers which helps them take decisions manufacturing facilities in Roorkee and
on what is good for them. the fourth one is coming up in Greater
Noida. This new facility will help us
Distribution strategies enhance our overall capacity in future
and to reap benefits of low-cost manu-
We are marketing through multi-brand
facturing available in the country. We
stores with a widespread distribution
are also looking to expand our export
network. We have to reach our consum-
route. In the next three years, we expect
ers through our widespread distribution
Mahesh Gupta a contribution of 15 percent of our total
network and to give our customers a
turnover to come from exports.
Chairman, personalized feeling, we are expanding
We are looking forward to becoming
KENT RO Systems Ltd. on the franchisee model and have our
a `500-crore player by 2013. By using
exclusive outlets where they can choose
the Franchising route we are quite op-
their own preferred product with an
timistic of enhancing our market share
expert’s guidance. Why we realized the
in all categories and strengthening the
need to enter the direct marketing retail
brand.
model is that the shopkeeper sitting in
a multi-brand store is a quick-seller Key achievements
and he would not spend time giving l WQA, USA accredited Kent RO with
information about our products in the prestigious Gold Seal in 2010
way we desire to reach the target audi-
ence and make the life of the people l Awarded as The Best Domestic Wa-
safe and healthy. These products are ter Purifier RO + UV 2007-08 by
not commodities. Our idea is to put the The Water Digest in association with
array of products in the store and let the UNESCO
consumer have the experience and know l Received patent for its mineral RO
about the new innovative range to make technology in water purifiers from
their life healthier. the government of India
l Awarded as The Best Domestic Water
Advertising and communication Purifier 2006-07 by The Water Digest
strategies in association with UNESCO
In today’s world of multiple media, we l An ISO 9001:2000 certified company
have to focus on each and every con- with high quality standards
Company: KENT RO Systems Ltd sumer touchpoint. Our purpose is to
l Products tested and certified by re-
reach out to consumers with informa-
Corp. Off.: A-2, Sector - 56, Noida - nowned laboratories
201301 tion. So we have a 360-degree media
approach. With Hema Malini as the l Premium brand of RO water purifiers
Tel: +91-120-3075000 for eight years
face of the company, it is easier for the
Fax: +91-120-4259000
company to be recognized as our cus- l Lakhs of customers across the coun-
Email: sales@kent.co.in try
tomers recall us through her face. We
Web: www.kent.co.in are present in print, electronic, and FM l Prompt after-sale service with a wide
Ad Agency: Glaze Ads (for Print)/ advertisements. service network pan-India
Alliance Advertising and
Marketing (for TV)
Plans for the Indian market in com- Company’s vision
PR Agency: Regional Public Relations ing three years
Pvt Ltd. To make the world a healthy and a
Kent RO is a `250-crore company and is happy family.

Mitashi Edutainment Pvt. Ltd.
Marketing strategies recently entered the mobile markets and
This year Mitashi launched a campaign are planning to aggressively approach
called Har Ghar Ki Khushi Mitashi. the markets to make a name for Mitashi.
The campaign and the message were Along with this, we are also assessing
designed to push the brand as a whole potential markets like air conditioners,
and connect with the consumer and not microwaves, and refrigerators in the
just a single product or vertical. We went near future.
regional with the message and adapted it Key achievements
according to the various local languages
We have successfully managed to pen-
at the same time maintaining a uniform
etrate the ultra-competitive LCD mar-
look. This created a fantastic brand
kets. By offering consistent and reliable
connect and recollection in the mind of
quality in our products, loaded with all
consumers. This combined with some
the features and yet maintaining an
amazing offers for consumers resulted
affordable pricing, we have managed to
in this being one of the most appreciated
carve out a niche for ourselves.
campaigns for Mitashi in recent times.
Pankit J Chheda We have also launched the BassLine se-
Distribution strategies ries of home theaters. This is a premium
Marketing Manager,
We approached this season with a lot of range of home theaters where we have
Mitashi Edutainment Pvt. Ltd.
aggression and focus on a few key driv- put in a lot of effort in the development
ers. We launched some great schemes of sound and aesthetics. The result was
and they paid off in a big way with us al- a product that was loved and accepted by
most doubling business in the traditional all our partners at first sight. This has
channels and also expanding our net- allowed us to connect with a much wider
work in various regions. This combined and premium range of consumers and
with a great acceptance at almost all the store owners. Buoyed by the response,
major organized retail partners gave us we are planning to develop this range
a great presence across India. further and introduce more products to
make it a grand success.
Company’s vision
strategies
To be India’s most trusted brand.
2011 marked a stark change in strategy
for Mitashi compared to previous years.
We concentrated a lot of our energy on
BTL communication, i.e., glow-signs and
in-shop branding and standees at dealer Fact
level. Also, depending on the city, we did Sheet
varying amounts of outdoor publicity,
i.e., bus panels, bus shelters, and hoard- Company: Mitashi Edutainment Pvt.
ings. Apart from this, we had the usual Ltd.
mix of ads with all the top newspapers Corp. Off.: 414-424, Bhaveshwar
and magazines. A strategic mixture of Arcade, LBS Marg,
the two allowed for unparalleled visibil- Ghatkopar (W), Mumbai-
ity across the focus regions. 400086 (Opp. Shreyas
Cinema)
Plans for the Indian market in com- Tel: +91-22-25006661/2/3
ing three years Fax: +91-22-25006660
The Indian market has the highest po- Email: admin@mitashi.com
tential in the world today and is grow- Web: www.mitashi.com
ing at a phenomenal rate. We see some
Ad Agency: Origin Beanstalk
fantastic growth in the time to come and
PR Agency: ICPAR
plan to encash it in a big way. We have

Lloyd Electric & Engineering Limited
Marketing strategies on-demand 3 free services, 4-hour installa-
The marketing strategy for Lloyd has fo- tion guarantee, 48-hour repair or replace
cused on communicating the two functional guarantee, and escalation matrix with mo-
pillars on which Lloyd brand would like its bile numbers of Lloyd service team online
customers to choose Lloyd brand products, are a few initiatives that have made Lloyd
i.e., product quality and unmatched after- achieve over 90 percent turn around time
sale service. We believe that there should within 24 hours and customer satisfaction
be no compromise on these fundamentals index up to 83 percent. This is the high-
and hence have not offered any freebies est in the industry. One can say service
this festive season to invite customers to chahiye Lloyd layiye. Although this service
purchase Lloyd brand products. On the strategy is not being marketed through
thematic campaign front, we have engaged ATL/BTL but customers of Lloyd family
the leading producer and director Karan would swear by the consumer experience
Johar as our brand ambassador who as the best purchase and thus it is propel-
understands the importance of picture ling our sales month on month.
quality and sound and thus have made the Distribution strategies
Nipun Singhal TV commercial to depict the True Magic of
On distribution strategy, we are continu-
President, Cinema which customers can bring to their
ing with our policy of lower penetration
home on Lloyd LCD/LED TV.
Lloyd Electric & Engineering Limited that leads to higher retention of our trade
The TVC has struck a chord in the minds
partners. Our products are generally
of customers as Karan Johar is technically
available at selected counters, which are
endorsing the product and informing cus-
the happening counters in the city, with
tomers of the quality proposition. To fur-
proper display and product training to
ther prove that Lloyd quality is at par with
the dealer’s sales personnel. We have
the best in perception, we have launched
recently focused on expanding our insti-
the BTL campaign comparing models at
tutional sales vertical with the launch of
equivalent price point, and screen size of
commercial refrigerator products like deep
leading brands like Sony and Samsung
freezers and bottle coolers.
and offer consumer a Rupee one-crore
quality challenge, i.e, if anyone can prove Plans for the Indian market in coming
that a Sony or Samsung model is better three years
in picture quality than the equivalent In the next three years, we would like to
Lloyd TV, we would pay `1 crore as a cash position Lloyd as an innovative quality
award. This is truly backing our claim of provider with unmatched service in both
superior product quality and customers LCD/LED/AC segment. However, the
have started to understand that Lloyd is a major thrust will be in commercial refrig-
quality player that can be compared to the erator, in high-end refrigeration and in
best in the category. A further evidence of washing machines, which are going to be
our claim of supreme quality is our three- launched in 2012.
year complete warranty for LCD/LED TV
as we are confident that our products are Key achievements
Company: Lloyd Electric & best in class.
Engineering Limited
We have achieved the highest growth for
Once again, the route taken besides any brand in the industry in 2011 and are
Corp. Off.: Plot No 2 , Kalkaji television media was experimental
Industrial Area, New Delhi ,
very proud that this growth has come with
marketing and we did activations in 50 customers and dealers being completely
110019
malls across India to showcase the Lloyd satisfied with our product offering and
Tel: +91-11-47100600
products, their quality, and hence give after-sales service.
Fax: +91-11-26485717 consumer a chance to touch, feel, and
Email: perfectservice@lloydmail. experience the Lloyd quality anthem. Company’s vision
com; sales@lloydmail.com On the after-sale service front today, we Our vision is to be the best in quality and
Web: www.mylloyd.com have one of the best CRM software with after-sale service even if it means com-
Ad Agency: RK Swamy BBDO many firsts in the industry with regard promising market share so that we can
PR Agency: Planman Marcom to customer relationship management, achieve customer delight with profit to all
register and track your complaints online, stakeholders.

Olympus Imaging India Pvt. Ltd.
Marketing strategies Plans for the Indian market in com-
Olympus intends to capture at least ing three years
15 percent of the camera market by The aim of Olympus Imaging’s Indian
2015. In order to achieve this target, we operations is to establish Olympus as
are going for a three-pronged strategy a pioneer and trendsetter in imaging
wherein we will have very wide sales and technologies, to replicate the success and
buying opportunity. We will ensure that goodwill enjoyed by the brand worldwide
customers can get service at any point in the minds of the Indian consumer, to
so that there is customer trust at every facilitate the availability of products, drive
level. And finally, we will continue to be sales, and ensure customer satisfaction.
trendsetters by introducing newer mod- In order to achieve these objectives, our
els with innovative and better features marketing plan will be designed such
at competitive pricing. that it creates a distinct brand identity
and positioning for Olympus as well as
Distribution strategies emphasizes on creating distinct value
We are largely present across India and propositions based on the USPs of each
Toshio Murai are in the process of further strengthen- offering.
MD, ing our reach, especially in the tier II
Olympus Imaging India Pvt. Ltd. and tier III cities, where we see a lot of Key achievements
potential for our products. Currently, The biggest USP that all Olympus prod-
we have a two-level distribution channel ucts inherit is our leadership in opto-
comprising the national distributors and digital technologies, an area of core compe-
regional distributors. Through them, we tence that integrates our legacy of optical
reach out to 1600 retail outlets nationally technology with the state-of-the-art digital
and aim to scale that to 2000 outlets by technology. We are one of the best lens
this year end. manufacturers in the world and the fact
that a number of competitors are buying
Advertising and communication optics from us only reiterates this fact.
strategies That apart, Olympus has been a pioneer
To increase market share in emerg- of path-breaking technologies, be it
ing areas, brand building and product SSWF dust reduction technology (world’s
awareness have become extremely first and most reliable integrated sen-
crucial. Thus, we intend to follow an sor cleaning system); sensor-shift image
engagement-based marketing strat- stabilization; live view (world’s first live
Fact egy that will help create effective and view capability in D-SLRs); Tough series
Sheet long-term association with consumers. (world’s first manufacturer to offer a
This 360-degree marketing approach waterproof and shockproof camera in a
Company: Olympus Imaging India Pvt.
will have a heavy skew toward in- slim body); and the PEN series of mirror-
Ltd. store activations, BTL activities, and less cameras with interchangeable lens
digital marketing. We recently did capability. With so many firsts to its
Corp. Off.: 8th Floor, Corporate
Park 2, Sion-Trombay a festive campaign embodying the credit, there is no dearth of areas where
Road, Chembur, secular and bold spirit of festivals, also Olympus cannot prove its superiority.
Mumbai - 400071, representing the true character of our
Maharashtra, India products which not only offer some of Company’s vision
Tel: +91-22-61420400 the noteworthy technologies but also Baseline: Your Vision, Our Future.
Fax: +91-22-61420419 price points for the Indian consumer. Vision: Turning People’s Ideas and
Web: http://www.olympus- Apart from these, our communication Dreams into Reality.
imaging.co.in strategies focus on how Olympus’ 92 The idea behind the slogan Your Vision,
Ad Agency: Asymmetric years of extensive innovation in the Our Future is to thoroughly understand
opto-digital space will prove beneficial the dreams and wishes of our customers,
PR Agency: Blue Lotus Communications
Pvt. Ltd. to the consumers, specifically from the and to create products through never-
applications point of view. ending research.

Pacific Corporation
Fact
ated from consumer, shopper
Sheet
and retailer needs
Company: Pacific Corporation
l Based on cost leadership and
product differentiation Corp. Off.: A-6, LSC, Derawal Nagar,
Delhi – 110009
l Our growth strategy revolves
around making strengthening Tel: +91-11- 47050701
Fax: +91-11-47050701
Distribution strategies Email: pc@pacificcorpindia.com
l Selective distribution strategy Web: www.pacificcorpindia.com
l Mix of push and pull Ad Agency: In-House Agency
l Value proposition oriented
Advertising strategies Key achievements

l Word of mouth l Establishing niche segment
Pankaj Chopra l Substitution strategy
Director-Sales & Marketing, l Visibility and range display Company’s vision
Pacific Corporation, l To achieve a 10-percent market
JVC – India Distributor Plans for the Indian market share in the next three years
l Exponential growth l To fulfill consumer, shopper, and
Marketing strategies l Exclusive products retailer’s value chain partnership
l We are a competitive company l Value pyramid working with exclusive products and value-
l Our marketing strategy is gener- l Niche marketing for-money portfolio of products
Samtel Color Limited

Marketing strategies pin free CPT to address the growing
demand in this segment and has estab-
Contrary to the general perception,
lished itself as a good import substitute.
the CRT TV market is still holding
Samtel is ready to launch yet another
to a level of 13 million per annum,
ultra-slim CPT in the 14-inch round
all thanks to ultra slims, which is
category. This CPT will help television
growing at the rate of 40 percent. TV
brands to provide their customers more
brands have launched new sleek mod-
variants in the 14-inch price-sensitive
els in this category to catch customer
segment with a minimum investment
attention.
in moulds and savings in logistic, pack-
Samtel launched 21-inch ultra-slim
ing, and other costs. It also enhances
the overall aesthetics of the TV set
providing a unique combination of slim
Fact with curves.
Anil Dutt
Sheet In addition to the new product launch-
General Manager-Marketing,
es, Samtel is also working on its plans Samtel Color Limited
Company: Samtel Color Limited to reduce response time to half to
Corp. Off.: 6th Floor, TDI Centre, improve its customer service. to match these trends. We plan to
District Centre – Jasola, produce 6.5 million CPTs per annum
New Delhi – 110025 Plans for the Indian market in the next three years.
Tel: +91-11-42424000 We see Indian CTV market to stay at With a strong support of Indian mar-
Fax: +91-11-42424099 around 13 million in the next three kets, the potential of exports is likely
years. The current share of ultra-slim to brighten for Samtel. We therefore
Email: info@samtelgroup.com
TV, which is at 40 percent is likely to are revamping our international mar-
Web: www.samtelgroup.com,
grow to 70 percent by 2014. Samtel keting team for Southeast Asia and
www.samtelcolor.com
is revamping its production facilities North America among others.

Rama Krishna Electro Components Pvt. Ltd.
Marketing strategies Plans for the Indian market in com-
l Diversify product portfolio ing three years
l Explore alternate markets for growth Our plan for coming three years is to
l Revive old customer relations extensively work in the area of lighting,
l Keep in touch with existing clients renewable energy, and automotive. We
l Reward existing customers with spe- will provide total solutions in these seg-
cial discounts ments through our in-house R&D and
l Bend rules a little to accommodate our principal labs located in different
smaller clients countries.
l Move from valuation to value crea- Most of the demand for LED lighting
tion comes from government departments,
l Increase level of services private organizations, key industry sec-
l Analyze market condition tors as well as value-chain partners such
l Try to delight customers with extra as building contractors, consultants,
services and architects. This is because India
l Understand customer’s need is witnessing a boom in real estate and
Ashish Luthra l Maintain low cost of working capital in infrastructure development. This is
Director-Marketing, l Control internal expenses accelerating the growth of the lighting
Rama Krishna Electro Components Pvt. l Increase advertising budget industry. The demand for LED lights
Ltd. l Concentrate on big orders is very high in this domain. Currently,
l Weekly target and performance anal- the Indian LED industry is striving to
ysis lower the energy consumption and reduce
manufacturing costs. But in the near
future LED lumairies will improve both
Electronic component channel is quite dif- aesthetically as well as technologically
ferent from the normal market parlance. with automatic thermal control manage-
Here, it is the distributor who directly ment and lower costs. This will further
gets in touch with the customers and sells promote wider applicability, mass avail-
the products with some technical value ability, and greater affordability.
additions, so there is no scope for smaller
players who would buy from the distribu- Key achievements
tor and then pass it on to the consumers. Ramakrishna Group has significant
This is the reason why we see so many presence in the Asia Pacific, which is the
players who are into imports as that is the fastest growing electronics market in the
way they can directly cater to the needs world. We are one of the largest distribu-
of their customers. This trend can change tors and solution providers of semicon-
only if India becomes a big manufacturing ductors and electronic components for
base and then the distributor would need the last 29 years with annual sale of US$
to appoint channel partners to cater to the 110 million in the year 2010. REC has
Fact needs of the customers. We are following the ability to innovate and is responsive
Sheet the conventional strategy of component to the global business demands and re-
distribution by being directly in touch quirements. We offer solutions for LCD
Company: Rama Krishna Electro with our customers without any small TV, CTV chassis, ballast, energy meters,
Components Pvt. Ltd. players in between. DVD/digital set top box, LED lighting,
Corp. Off.: 351, Tower B, Aggarwal E-bike, and UPS/inverter through our
Cyber Plaza, Netaji in-house R&D support facility and field
Subhash Place, Pitam Pura,
strategies application engineers residing in the
New Delhi: 110034 Since we are directly in touch with our principal sales lab i.e., Trident and ST
Tel: +91-11-47010811-15 customers, advertising in component Micro.
Fax: +91-11-47010816 marketing is not extensive as is seen
in consumer products. A strong website Company’s vision
Email: Ashish.luthra@rkelectro.
com and print media advertising in special- To maintain the spirit of good quality,
Web: www.rkelectro.com
ized journals and magazines are recom- competitive price, on-time delivery, and
mended. powerful technical support.

V-Guard Industries Ltd.
Distribution strategies new markets for us, it is important to
V-Guard has been in the South Indian establish our brand there and make our
market (Kerala, TamilNadu, Karna- discerning consumers familiar with the
taka, and Andhra Pradesh) for the last brand. We have used large platforms
34 years. An established distribution such as IPL for this very reason to give
network with service centers associated us that kind of reach.
with a distributor office is already in As far as the advertising mediums go,
place. We are setting up of distribution television dominates our medium strat-
network for certain products in all the egy as it is more cost-efficient and gives
states except the four South Indian us the mass reach that we are looking
states. We follow a blend of distribution at. It is ably supported by print, radio,
as well as direct retailers strategy. and outdoor activities. At the branch
We ensure that the stocks are received level, there is a focused activity which
at the distributor end without any delay happens at the retail along with a prod-
through setting up of stock points in all uct familiarization strategy with the
major states. Today, V-Guard has es- network. We work with two national
Deepak Augustine tablished branches in all states except advertising agencies for our creative
Vice President–Marketing (North Zone) the North East and Jammu & Kashmir. and media support.
V-Guard Industries Ltd Almost all the tier II and tier III towns
are covered by V-Guard distributor
network. ing three years
V-Guard is very bullish about prospects
Advertising and communication for the next three years. We are looking
strategies to introduce a range of new products
within the electrical and electro-me-
The entire process begins with ear- chanical space and extend our presence
marking the advertising and promo- significantly in tier II and tier III cities
tions (A&P) budget for the year. This where we envisage a huge growth.
budget is further divided between the
above-the-line activity (ATL) including Our other plans include:
mediums like television, print and ra- l Getting into SAP environment
dio, and below-the-line (BTL) activities, l Making internal strategic business
which encompass the outdoor activities changes
like hoardings, dealer sign boards, l Getting into SBU approach
collaterals, and plumber meets and
electrician meets. Key achievements
At V-Guard, we follow a product-by- Achieving an expansion from four south-
product season-by-season communica- ern states to 20 non-southern states, we
Company: V-Guard Industries Ltd. tion strategy and have got nine products have grown from a single product com-
in the kitty. We follow a 360-degree en- pany to a multiple product conglomerate
Corp. Off.: High School Road, Vennala,
Kochi – 682 023 gagement with our consumers by reach- thereby becoming a national player.
ing out to them with mass media and a The non-southern markets, which has
Tel: +91-484-3005000,
2005000 strong region-focused BTL activity. We just got underway four years back, has
are also exploring new media – social started contributing a healthy 30 per-
Fax: +91-484-3005100
media and digital – thereby following a cent to the kitty already.
Email: mail@vguard.in;
holistic approach to communications.
customercare@vguard.in
V-Guard has been a strong brand in Company’s vision
Web: www.vguard.in
the South and is consolidating rapidly V Guard is aiming to be ranked in top
Ad Agency: Publicis Ambience,
Mudra Connext
in the non-southern markets. Since the three players in each of the product
non-southern markets are relatively verticals it is present in.

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Adieu Diwali!

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