INDIAN SCNARIO Retail Sector is the most booming sector in the Indian economy.

Some of the biggest players of the world are going to enter into the industry soon. It is on the threshold of a big revolution after the IT sector. Although organized retail market is not so strong as of now, but it is expected to grow manifolds by the year 2010. The sector contributes 10% of the GDP, and is estimated to show 20% annual growth rate by the end of the decade. The current growth rate is estimated to be 8.5%, but CRISIL report says that the retail market is most fragmented in the world and only 2% of the entire retailing business is in the organized sector. There are about 300 new malls, 1500 supermarkets and 325 departmental stores being built in the cities very soon.

The retail boom will face a strong competition from the 12 million mom-and-pop stores, which are easily accessible and approachable and provide services like free home delivery and goods at credit. But buying from Malls, upermarkets and Department stores like Subhiksha, Marks & Spencers, etc gives a different feeling and the environment of pick and choose from

a variety of products. A number of retail giants are also going to explore the market such as Reliance Retail Ltd and Wal-mart. The revolution is driven by large expectations where both domestic and international players will be channel through which other large stores in India are spreading themselves across the country. The Indian Retail sector is constantly shakened with cut throat competition. It is also facing challenges in the form of shortages for management professionals, cash flow, supply chain management and frauds.

THE KEY PLAYERS IN THE RETAIL SPACE IN AHMEDABAD (1) FOOD AND BEVERAGE: Dominons Pizza Coca Cola Caf Coffee Day Mac Donalds Girish Colddrinks (2) CLOTHING AND TEXTILE: Shopers stop Arvind mills Pantaloons Raymonds West side (3) CONSUMER DURABLES: Videocon Industries Godrej

Whirlpool India Voltas Panasonic (4) JEWELLER AND WATCHES: Tanishq Titan De Damas Sonata Aashima
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HOME DECOR:

Home town Big bazaar Reliance furniture Tata star bazaar Decora

TOP 3 PLAYERS IN EACH SECTOR FOOD AND BEVERAGE: (1) DOMINONS PIZZA PRODUCTS:
(a) (b) (c) (d) (e) (f)

Veg. Pizza Non veg. Pizza Pasta Garlic bread Cold Drinks Ice cream & Brownies Home Delivery in just 30 minutes Quality foods

SERVICES:
(a)

(b) Online Orders

(c)

STRATEGY: Not every company that decides to enter India is successful. Foreign companies can often pay a heavy price if they dont get

their tactics right especially in the beginning. The margin of error is even lesser in the case of a fast food company. A multi ethnic country like India which is a melting pot of different religions and cultures invariably leading to different tastes and food taboos proves a challenge to every company that wants to sell fast food here. However, one company that has got its tactics right in this very competitive sector is the American pizza giant Dominos. The challenge for Dominos when it entered India was to establish itself along with its traditional rival Pizza Hut. Since they began both have done well but Dominos has done just a little bit better. In the coming years as things stand Dominos looks in great shape to become the number one player in Indias fast growing pizza industry. Already having set up more than two hundred stores in every major metro in the country Dominos is on the right track towards making India one of its prime revenue destinations.

When entering the country Dominos faced the same challenges as mentioned earlier.It wasnt the brand name alone that it could count on towards becoming a prime player. A lot of effort has gone into Dominos marketing. Its ad campaigns have constantly evolved from establishing its name to emphasizing the taste of its products. Many have been aimed at publicizing newer products.

The one theme however that has stood out with Dominos Indian story has been the critical pricing model it has followed. Dominos has relied heavily on its 3 tier menu with pizzas available for every class of the Indian society. Consequently there are ultra low cost pizzas, medium prized pizzas and relatively higher prized ones. MARKETING MIX 1. Product To capture the market, Dominos had to localize flavors." Thus, Deluxe Chicken with Mustard Sauce' and Sardines were confined to the East, Mutton Ghongura and Chicken Chettinad

to the South and Chicken Pudina to Mumbai. Butter chicken, Makhani Paneer and the Chatpata Chana Masala were confined to the North. 2. Price Domino's sold a 12" Pizza for Rs 265. Indians are value-, not price-sensitive. We need to offer comeback value to our customer. The high price was attributed to the high quality of ingredients used. For instance, Domino's sourced its Peperoni and Jalapeno needs from Australia and Spain respectively. However, with competition increasing from Pizza Hut, Domino's introduced price cuts,and discounts to attract the customers. In 1998, Domino's introduced the Pizza Mania scheme where it offered a large pizza for Rs.129/-.

3. Promotion Domino,s use advertising, sales promotion, including promotional education, publicity, and personal selling for promoting his services. Branding refers to the various methods of promoting the

services,

4.

Place

Referring to the channel by which a product or service is sold which geographic region or industry, to which segment (young adults, families, business people), etc. also referring to how the environment in which the product is sold in can affect sales.

5. People people meeting and dealing with the customers Domino,s have large no. of trained employee for handling his customer 6. Process

The way in which orders are handled, customers are satisfied and the service is delivered.

Self serve Provide home delivery facility 7. Physical Environment

The way in which orders are handled, customers are

satisfied and the service is delivered. Self serve Provide home delivery facility

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BARISTA: (g) Coffee With Milk (h) Smoothies (i) (j) (l) Sandwiches Black Coffee Rolls

PRODUCTS:

(k) Granitaes (m) Dessert Coffees (n) Milk Based (o) Pastas (p) Cold Coffee (q) Iced Tea (r) SERVICES: Desserts (s) Other Drinks

(a) Better Quality (b) Customer Satisfaction (c) Good Environment MARKETING MIX I ) Product Barista cafes also have a good number of product mixes. The menu ranges from variety of coffees and pastries. Barista also sells other items like mugs, Coffee beans, TShirts, Coffee Kettles. Core Product: Coffees Cakes and Pastries Coffee Beans Supporting Products: Coffee Mugs in Orange and Blue which cost Rs 55 and Rs 99 T-Shirts which cost Rs 150 Coffee and Coffee beans are also considered as the core product for Barista. The company has also tested marketed coffee beans through its outlets in Mumbai and Delhi. Barista claims that they sell a best coffee bean. Barista has started with a new concept by the name

Barista Merchandise. Barista Merchandise is available at selected Barista espresso bars in Delhi, Mumbai, Kolkata, Chennai, Hyderabad and Bangalore. The Barista merchandise are the different types of beans that customer can take home and have the coffee of his own taste. Some of the Barista Merchandise includes The French Press Barista House Blend Barista is also diversifying its hot beverages menu and introducing several specialty teas. The reasoning undoubtedly is based on the fact that apart from South India, all other parts of the country are mainly tea-consuming areas, and this step is expected to help the company expand its client base in the smaller towns of these regions. II ) Price Barista holds the perception of being an expensive cafe. However, Barista was the first organization to start the concept of the organized cafes in India. Initially Barista started with Skimmed pricing policy.

Barista segmented the market according to the income and age. Due to the entrance of new players, Barista was finding difficult to maintain the market share. First and foremost, Barista re-defined the target market customer. They even planned to change their tagline. "Where the world meets And so when company looked at this positioning and they looked at the pricing - the strategy being that if we lower the pricing. Apart from this, Barista has also introduced new low-priced beverages. The officials say these price cuts have resulted in 15-per cent walk-ins at Barista's outlets during the last few months. Barista decided to alter their strategy in order to retain their market. After studying the market, Barista found that competitors were fighting against them against the pricing. They decided to reduce their pricing. It was not done from a perspective of acquisition. With reduction in the prices, there had been a 47 per cent increase in footfalls over the subsequent three months. December 2003 had, seen Barista experiencing a 21 per cent per-store increase in footfalls over the previous December, with the number of footfalls for the year totalling 14 million. III) Place

Barista started its first outlet at Bangalore and from there it has started spreading its wings especially after price reduction. Now they are even planning to focus on raising the bar of coffee experience. Barista already has presence in all the metros and has a presence in all the highly populated regions like Mumbai, Delhi, Bangalore and many more places. Barista is seeking to expand through the franchisee route model and plans to enter B-class towns in the country and middle-class localities in the metros such as North and East Delhi. By 2005-06, Barista plans to have over 300 outlets across the country up from 153. IV ) Promotion Barista did not initially believed in any kind of promotion but in order to keep their customers interested they started building the brand by communication both within the store as well as outside the store through mass media . It under takes various promotion activities during the festival or during occasions like Valentines Day. Barista has done advertising in almost all national newspapers. Barista has launched summer campaign through summer chillers, and was advertised through different channels. Sony:

Barista Coffee has tied up with Sony Music. Under this association, Sony Music would endorse CDs and music cassettes of their recent acts, which will be used as the lucky draw prizes for the participants. Consumers buying food, beverage and merchandise for Rs 110/-and above during specified hours of the performance, will be entitled to participate in the lucky draw. The prizes will be given away in a couple of draws during the performance.

(2) CAF COFFEE DAY: PRODUCTS: (a) Hot Coffee (b) Granitas (c) Melting Moments (d) International coffee (e) Smoothies (f) Ice Creams (g) Cold Coffee (h) Cremosas

(i) (j) SERVICES:

Quick Bites Teas

(k) Cool Refreshers (a) Better Quality (b) Customer Satisfaction (c) Good Environment (d) Better Services 7 ps MARKETING MIX: I) Product Caf Coffee Days menu ranges from hot and cold coffees to several other items. However, the core product is the coffee. The management believes that trend is changing towards coffee. So taking this opportunity, the company also sells coffee powder. Caf Coffee Day also believes in selling other merchandised products. Core Product: Exotic international coffees e.g. Capachinos Food items e.g. Sandwich, Samosas Desserts and pastries Supportive Products:

Funky Caps @ Rs 60 onwards Cool T-Shirts @ Rs 175 onwards Bags @ Rs 160 onwards Mugs @ Rs 60 onwards Coffee Filters @ Rs 95 Coffee Powders: Arabica @ Rs 43 Perfect @ Rs 35 Charge @ Rs 28 Dark Forest 200gm @ Rs 80 New Introductions: Reglon Sleeves T-Shirts @ Rs 249 Marquis pens @ Rs 315 Onwards. Shoulder Bags @ Rs 209

 Coffee Mints @ Rs 40 II) Price Caf Coffee Day has positioned as Value for Money. The major target customers are the youngsters. Pricing is a very sensitive issue for the Indian consumers. Caf Coffee Day believes in mass marketing. The average spent by the customer is 100-125. Their coffee starts from as long as 15 Rs. However there are some outlets where the students are given special discounts. CCD even set up their outlets in the college campus. For e.g. Caf Coffee Day has opened an outlet at the NMIMS campus where they are providing additional 10% discount to the students. CCD is looking for expansion to more interior places. Here prices become more complex as the consumer are very conservative in spending. A cup of coffee at Rs. 35 is accepted in metro cities but not in small towns. The decor, ambience and the experience will play a major role in pulling the crowds in small cities. The price of the product has to be kept uniform in order to maintain the uniformity in all the outlets. CCD target audience is youngsters. Majority of them are dependent on their family for their expense. This is one of the most important reasons for low pricing compared to

other cafes. They believe it in making their product at an affordable price. Pricing is one of the important weapons for them to fight against their competitor. III) Place Caf Coffee Day outlets are spread across India. However, there are more number of outlets in the metros and towns. For e.g. In Mumbai CCD have 37 outlets. In the past 12 months, Caf Coffee Day has also been on an aggressive drive to expand the number of cafs in the smaller towns across the country based on research and invitations received from these places to open more such cafes there. The company expects to cross the figure of 200 cafs in 60 cities by December 2004. There will be an increased focus in cities having populations from as low as Five Lakh upwards. However, the focus has not been on just opening more cafs wherever there has been an opportunity. Caf Coffee Day is already the largest and most wide spread retail chain of cafes in India with a current count of 169 cafs in 43 cites. CCD plans to reach cities like Kolhapur and Nagpur in the west, Hubli, Belguam and Vizag in the South, Allahabad, Varanasi, Ambala and Patiala, in the North, Jodhpur and

Mount Abu in Rajasthan and Bhubuneshwar, Ranchi, Cuttack, Darjeeling, Guwahati and Jamshedupr in the East. IV) Promotion In order to stay with the competition and to keep the audience interested, they undertake lot of promotion activities. CCD jointly organizes large number of promotions with the other companies serving the similar target audience. These cafes have emerged as a new media vehicle for reaching the right type of the customer. CCD gets in physical touch with audiences, target loyalty club members, or advertises in their newsletters. CCD has also undertaken a promo jointly with TVS scooty. The promo was done at all the outlets across 43 cities. In this promo a package of 2 ices blended cold coffee and 1 choc fantasy for just selling for Rs 82. Customer Loyalty Programme: Coffee shops have a high loyalty factor i.e. 60-70% of customers come in at least once a week. The Cafe Citizens Programmed launched along with Net Carrots Loyalty Services would reward regular customers of Cafe Coffee Day. Any customer who bills a minimum of Rs 100 on a single bill is automatically eligible for membership to the Cafe Citizens Programmed. The programmed entitles members to a 10 percent discount on all food and beverage bills for a year from the month of membership. Members will also receive surprise gifts from India times Shopping when they reach a total billing amount of Rs 2,000, Rs 5,000, and Rs 10,000. Members can track their total bills spend at any Cafe Coffee Day

outlet across the country. The programme was very successful and they attracted 1,35,000 citizens. Smart Card Programme: Started from 1 Aug, 04; one can enroll into the st program by paying Rs.100/at any Caf Coffee Day Outlet and get a TEMPORARY CARD immediately after filling in the enrolment form. With the Card, one can accumulate Value Points Equivalent To Cash on net purchases at every transaction made at any of CCD outlets, provided the card is submitted to the caf staff at the time of placing each order. The personalized permanent SMART CARD would reach at ones place in 7 days from the day of enrolment and the points would be transferred from temporary card to the PERMANENT SMART CARD. The points accumulated on the card would be printed on the bottom of the bill.

So it is very easy to keep track of the points. As soon as 100 points have been accumulated on the card, one can start redeeming the points . Points can be redeemed on food, beverage and now even merchandise like coffee powder, T-shirts, mugs etc except Jukebox coupons. Current Promotion: Oyester Bay The current promotion is done with the Oyester Bay Jewellery for the womans day. CCD has arranged the contest, which is arranged for the womans day event. This type of contest attracts the young crowd especially girls. Fame Adlabs CCD is also involved in the promotion with Fame Adlabs . The pamphlets are being distributed indicating the current movie shown and the movies to follow. Also it shows the special offer for some lucky customer to get the coffee free. Magazine CCD also has private magazine distributed free to their customers. It includes ads and advertises about the promotions to follow.

CLOTHING & TEXTILES: (1) PANTALOONS: PRODUCTS: (a) Mens Wear (b) Womens Wear (c) Childrens Wear (d) Toys (e) Jewelry (f) Watches (g) Sunglasses (h) Fashion Accessories (i) SERVICES: (a) Good Environment (b) Customer Satisfaction Cosmetics

(c) Wash rum (d) Drinking Water (e) Trial rum (f) STRATEGY: (a) Offer a maximum brands to the customers for their options. (b) Maximum promotion like hoardings, advertisements, good brand ambassador (c) Give maximum offers like discounts, gifts, vouchers to attract the customers. MARKETING MIX 1. Product: E-commerce: Pantaloons website Futurebazaar.com has revolutionized the e-commerce business in India. It offers a wide range of products at affordable prices. Food: In food business, the group offers a host of options. Better Quality

Food Bazaar a chain of large supermarkets; Brew Bar a beer bar; caf Bollywood a national chain of eateries; Chamosa a pan-Indian chain of snack counters, and Sports Bar a bistro focused on the world of sports. Fashion: The group offers a variety of options in fashion. Its brands include aLL, Blue Sky, Central, Etam, Fashion Station, Gini & Jony, Navaras, Pantaloons, and Top 10. Home & Electronics: Options include: Collection i a lifestyle furniture store; Electronics Bazaar offers branded electronic goods and appliances; e-zone trendiest electronics items; Furniture Bazaar entire range of Home Furniture; Home Town one stop destination for all the home needs. General Merchandise : Options Include: Big Bazaar , Shoe Factory, Brand Factory, Navaras, KBs FairPrice , Central, Blue Sky Leisure & Entertainment: Options are: Bowling Co. state-of-

the-art premium family entertainment centre, offering multiple, novel and unique leisure and entertainment options; F 123 offers a wide range of gaming options ranging from bowling and pool to redemption and interactive video games to bumper cars. Wellness & Beauty: Options are: Health Village a state-of-the art spa and yoga centre; Star & Sitara: Beauty salon for men and women; Tulsi - provides access to the best allopathic, ayurvedic and homeopathic medicinal products; Turmeric - offers beauty products like colour cosmetics, fragrances, herbal and specialty skin items, hair products and bath accessories. Books & Music: Future Groups brand Depot offers Books, CDs, and stationery items. 2. Price: Pantaloons India has brought a whole new revolution when it comes to pricing strategies, which is evident through the success of its Big Bazaar and Food Bazaar outlets.

3. Place: The company operates over 12 million square feet of retail space, has over 1000 stores across 71 cities in India and 65 rural cities with taking over Aadhar(). It plans to take up floor space of 30 million square feet by 2011.It has plans to open over 3000 new stores by 2010. It is targeting the Tier-2 and 3 cities which has a huge unleashed potential. 4. Promotion: They use magazines, newspapers, television, radios , hoardings, internet etc for promoting the brand . They have joint ventures and alliances with many companies to promote the brand. Seasonal Discounts , Sales Discounts during Festivals are offered to attract consumers. 5. People:

At the senior management level, the group hired high profile executives from reputed organizations like Goldman Sachs , Coca-Cola India, PRIL also tied up with a few management schools to create a management talent pool for the lower levels. Best Employers in India (Rank 14th) in the Hewitt Best Employers 2007 survey. The company follows a multi-format retail strategy that captures almost the entire consumption basket of Indian customers. 6. Processes: Pantaloons Retail has implemented SAP with an investment of $10 Million in keeping pace with the technology and it is currently in the process of setting up a SAP consultancy software. SAP will be helpful in building robust transaction management system and

7. Physical Evidence: It has a huge list of awards, recognition in its kitty like Most Admired Fashion Group Of The Year, Most Admired Food & Grocery Retailer Of The Year , Most Admired Food Court , Most Admired Retailer of the Year, ,Most Admired Food & Grocery Retailer of the Year Supermarket It is the pioneer in the retail industry and it believes in developing strong insights on Indian consumers and building businesses based on Indian ideas, as espoused in the groups core value of Indianness. The groups corporate credo is, Rewrite rules, Retain values. (2) WESTSIDE: PRODUCTS: (a) Mens Wear (b) Womens Wear (c) Kids Wear (d) Youth wear (e) Goggles

(f) SERVICES:

Watches

(a) Good Environment (b) Customer Satisfaction (c) Wash rum (d) Drinking Water (e) Trial rum (f) STRATEGY: (d) Offer a maximum brands to the customers for their options. (e) Maximum promotion like hoardings, advertisements, good brand ambassador (f) Give maximum offers like discounts, gifts, vouchers to attract the customers. MARKETING MIX 1. Product: Food: In food business, the group offers a host of options. Better Quality

Food Bazaar a chain of large supermarkets; Brew Bar a beer bar; caf Bollywood a national chain of eateries; Chamosa a pan-Indian chain of snack counters, and Sports Bar a bistro focused on the world of sports. Fashion: The group offers a variety of options in fashion. Its brands include aLL, Blue Sky, Central, Etam, Fashion Station, Gini & Jony, Navaras, Pantaloons, and Top 10. Home & Electronics: Options include: Collection i a lifestyle furniture store; Electronics Bazaar offers branded electronic goods and appliances; e-zone trendiest electronics items; Furniture Bazaar entire range of Home Furniture; Home Town one stop destination for all the home needs. General Merchandise : Options Include: Big Bazaar , Shoe Factory, Brand Factory, Navaras, KBs FairPrice , Central, Blue Sky Leisure & Entertainment: Options are: Bowling Co. state-of-

the-art premium family entertainment centre, offering multiple, novel and unique leisure and entertainment options; F 123 offers a wide range of gaming options ranging from bowling and pool to redemption and interactive video games to bumper cars. Wellness & Beauty: Options are: Health Village a state-of-the art spa and yoga centre; Star & Sitara: Beauty salon for men and women; Tulsi - provides access to the best allopathic, ayurvedic and homeopathic medicinal products; Turmeric - offers beauty products like colour cosmetics, fragrances, herbal and specialty skin items, hair products and bath accessories. Books & Music: Future Groups brand Depot offers Books, CDs, and stationery items. 2. Price: Westside India has brought a whole new revolution when it comes to pricing strategies, which is evident through the success of its Big Bazaar and Food Bazaar outlets.

3. Place: The company operates over 10 million square feet of retail space, has over 685 stores across 68 cities in India and 45 rural cities with taking over Aadhar(). It plans to take up floor space of 30 million square feet by 2011.It has plans to open over 2500 new stores by 2010. It is targeting the Tier-2 and 3 cities which has a huge unleashed potential. 4. Promotion: They use magazines, newspapers, television, radios , hoardings, internet etc for promoting the brand . They have joint ventures and alliances with many companies to promote the brand. Seasonal Discounts , Sales Discounts during Festivals are offered to attract consumers. 5. People:

At the senior management level, the group hired high profile executives from reputed organizations like Goldman Sachs , Coca-Cola India, PRIL also tied up with a few management schools to create a management talent pool for the lower levels.

The company follows a multi-format retail strategy that captures almost the entire consumption basket of Indian customers. 6. Processes: Westside Retail has implemented SAP with an investment of $10 Million in keeping pace with the technology and it is currently in the process of setting up a SAP consultancy software. SAP will be helpful in building robust transaction management system and 7. Physical Evidence: It has a huge list of awards, recognition in its kitty like Most

Admired Fashion Group Of The Year, Most Admired Food & Grocery Retailer Of The Year , Most Admired Food Court , Most Admired Retailer of the Year, ,Most Admired Food & Grocery Retailer of the Year Supermarket It is the pioneer in the retail industry and it believes in developing strong insights on Indian consumers and building businesses based on Indian ideas, as espoused in the groups core value of Indianness. The groups corporate credo is, Rewrite rules, Retain values. (3) RAYMONDS: PRODUCTS: (1) Worsted (2) Tailored Clothing (3) Denim (4) Jeans Wear (5) Shirtings (6) Dress Shirts (7) Woolen Outerwear SERVICES:

(1) Better Customer Services (2) Stitching (3) After Sales Service STRATEGY:
The new product family strategy follows from a realisation that the company was losing a sizeable part of business opportunity because of the narrow focus on a singular concept: formal corporate wear. Moreover, the company reckons that it is shirts which are major growth drivers for a menswear operation. Raymond has used new concepts like: pockets for mobile handset and hightwist stretchable material in travel suits; more detailed inner construction in all suits; and a contrasting viscose acetate lining in place of earlier polyester one. Raymond is waiting for the start of its 1,000-a-day Bangalore suits plant (currently in the trial stage) in January 2005, which will meet partly the companys domestic requirements besides focusing on exports.

MARKETING MIX: (1) PRODUCT: Raymonds have very large product line. They have in various sector casual, formal, mens wear, womens wear, kids wear. They have very strong brands like park avenue, color plus, zapp! Etc. They Offers a super premium range of suits, trousers , jackets, shirts and accessories

(2)

PRICE:

Raymond is providing a wide range in different segments of market Raymond gives a special discount coupon to its shareholders Discounts to retailers COLOR PLUS SHIRTS

Purple Club Range Rs.1440 Rs. 2800 Innovation Rs.1775 Rs. 2070 Figured Fabrique Rs.1620 Rs.2250 Fine Matrix Rs.1998 Rs.2250 COLOR PLUS TROUSERS

Purple Club Rs.2499 Rs. 2999 2 Ply Swing Chicks Rs.1854 Rs.2250 Linen Rich Stripes Rs.1962 Rs.2961 Diet Chinos Rs.1998 COLOR PLUS ACCESSORIES

Ties Rs.1278 Rs.2250 Belts Rs.1098, Rs.1162, Rs.1260, Rs.1450 Wallets Rs.820, Rs.999, Rs.1098, Rs.1152 Rings Rs.2250 ZAPP PRODUCT OFFERING Girls Tops Shirts Rs.2390+

Girls Jacket Rs.999 Rs.1399 Boys T-Shirt Rs.399 Rs.799 Boys Denim Jeans Rs.899 Rs.1099 PLACE: Raymond have their international stores in 9 countries Bahrain, Bangladesh, Sri Lanka, India, Kuwait, Saudi Arabia, Oman, U.A.E. etc. Company have their stores in major cities in all the states of India.

(3)

(4)

PROMOTION:

Raymond use magazines, newspapers, television, radios , hoardings, internet etc for promoting the brand . They also use public relationship activities like piano play in the store, soft music, television etc. CONSUMER DURABLES: (1) VIDEOCON INDUSTRIES: PRODUCTS: (a) Television (b) DVD/VCD Players (c) Multimedia Speakers (d) Microwave Ovens (e) Refrigerator

(f) SERVICES:

Washing Machines

(g) Air Conditioner (a) Better Quality products in reasonable price (b) After Sales Services STRATEGY: During 2006, Videocon plans to manufacture plasma panels from the Italian unit that it recently acquired from Thomson SA of France and launch into the highly competitive upper-end European TV market. The company also plans to transform the Italian unit into a global display technology hub, Mr V.N. Dhoot, Chairman of Videocon Group, told Business Line. Leveraging from the successful acquisition, Mr Dhoot said that it has not only provided two very big production units in China, but has also offered access to the world's largest market. Elaborating on the company's global strategy, he said the

company planned to tap the North American Free Trade Area and Latin American markets from the production unit in Mexico. At the domestic level, the company plans to tap these international synergies for harnessing the full potential of the world-class glass shell base at Gujarat. The company plans to enter into the highly competitive consumer electronics goods market, including TV, air-conditioners and other household appliances in a big way through its newly acquired production units in places such as Poland, Mexico and China. MARKETING MIX Product Mix Product mix is the set of all product and items a particular seller offers for sale. Product mix consists of various product lines. The width

of a product mix refers to how many different product lines the company carries. The Videocon television has product mix width of five lines. I.e. plasma, LCD, Slim, flat and Conventional. The length of a product mix refers to the total number of items in the mix. I.e. for the line of LCD the length is 2 as it has two items 50 PDP and 42 PDP. The depth of the product mix refers to how many variants are offered of each product in the line.i.e. For LCD the depth will be 2. As Videocon is offering only one product in 50 PDP and 42 PDP. The three product-mix dimensions permit the company to expand its business in three ways. It can add new product lines, thus widening its product mix.

It can lengthen each product lines. It can add more product variants to each product and deepen its product mix. Pricing The pricing```````````````g of the Videocons various models is as following. Plasma TV LCD TV Slim TV Flat TV Place Videocon has its presence all throughout India. They have their presence in 25 states and each state has at least 2 divisions per state. In total they are having 78 divisions.Videocon has around 1800 dealers in India. They are having 96 service centers across India. Promotional Activities Focusing on LCD, Plasma and 29 Flat TVs since 2006. : : : : Rs. 59,990 - 2, 40,000 Rs. 28,400 89,900 Rs. 10,400 18,900 Rs. 5,500 18,400 Rs. 4,600 - 9,500

Conventional TV :

By institutional selling. Company used both TVC as well as print media for promotion. The company is using outdoor media promotions in hording and bus shelters to high light the feature packed advantages. Major tie ups in the background IIT alumni/ Videocon Santos ham film awards 2006 with ZEE and ICC Cricket champions trophy. 23 Seasonal offers Trip to Germany during FIFA world cup Videocon bonanza offer ( har din diwali) during diwali Chance to win car, motor bike and LCD TV's. Brand ambassador Shahrukh Khan M S Dhoni Total spending of 80 crores in 2006 on advertisements.( 35 crores for CTV) Sponsorship

Videocon is inspired heavily by the uplifting values perpetuated by sports. Its ability to draw people together irrespective of differences in race, gender, religion and country. Unity of spirit and purpose is ultimately what builds bridges between diverse cultures. This is the core belief of a group that today has operations spread over a cross-cultural milieu worldwide. Also, at the heart of sports is fair play, a virtue which enjoys exalted status among values cherished by Videocon. The group has been deeply involved in supporting sports. Its sponsorship of cricketing events across the globe underlies its commitment and passion for sports as well as its goal to connect with a global audience. It is a matter of pride that Videocon's Audio Visual

products entertain enthusiasts and fans passionate about watching sports worldwide. A breakdown of the statement above reveals a means and end approach, where the end is articulated at the beginning with the means linked to it. Their famous tag line One of the only companies in the world to convert sand to TV (2) LG: PRODUCTS: (a) Refrigerator (b) Washing Machine (c) Air conditioner (d) Mobile (e) IT Products (f) SERVICES: (a) Qualitative After Sales Services (b) Good Quality Products Audio/ Video/ Home systems

(c) Proper Installation (d) Timely Delivery (e) Quickly Problem Solve STRATEGY: Product strategy: WOI adopted Local customization strategy for the better reach of their products to Indian households. Local Customisation: LG studied the Indian market intensely, through quantitative and qualitative market research tools, with the help of IMRB and MBL India. The research team delved deep into the psyche of the Indian housewife, her habit, her attitude towards life, her schedule her every day concern and most importantly, her innate laundry wisdom. It was found that housewife wanted to gain direct control crucial household

operations. It was found that clothes washing was a daily activity for the women , whether it was done personally by a maid or by a machine. That was a breakthrough insight used by Whirlpool for the design of all the washing machines, which adopted a 1-2, 1-2 Hand Wash Agitator system to mimic the preferred hand wash technique. The target customer defined psychographically as the turning modernist was decided upon only after the initial MR exercise was concluded. This was only the stage at which the Unique selling proposition Whitest White was thrashed out. Reasons for Local Customization: To reach the needs of the customers As the Indian households feel a pride in self-done washing, they tried to

satisfy them with their product The various quality and quantity issues are dealt with and solved with new Technology Pricing Strategy: LG has implemented a customer-centric strategy that focuses on making sure our products are appropriate for the Indian consumer. Different versions of the product are priced differently, but not according to differences in their costs. LGs bigger success has been in the fully automatic segment (Rs. 12,000- 36,000). This is smaller with sales of 177,600 units in 2000 compared to 1.2 million units sold by Videocon (in the 7,000- 12,000 price range) MARKETING MIX: (1) PRODUCT:
Product is a key element in the market offering. Marketing mix planning being with formulating to meet target customers need & wants. The customer will judge the offering by three basic elements- features & quality, services mix & quality & price appropriateness.

Kotler says that A product is anything that can be offered to a market to satisfy the wants or needs of the consumers.(*) Products that are marketed include physical goods, services, events, experience, persons, place, properties, organizations, informations & ideas. A firm is not selling a product. It sells only the product benefit. Product is most important variable in the marketing mix of the firm. If the product is sound & easily acceptable to the market if it satisfies resellers need & consumer preference & is carefully fitted to the needs & desires of the customers, sales success is assured. Hence product is the center of all-marketing policies & decisions. The marketing planning begins with the product & also ends with the product. (**) (*) Philip Kotler, Marketing Management, Millennium Edition, PHI, N.D. (**) S.A. Shrelekar et al. Principle of Marketing, II ed. Himalaya Publication N.D. As for as the LG Electronics India Pvt. Ltd. Is concerned near about 11 products. All of these are available in the market. Company plans to increase their product range in the future. A brief description of some products is as follows: -

Products Name:
1.Air conditioners

2.Audio/Video/Home Theatre

3.Mobile

G1600

C2100

T5100

4.IT Products

Note book

5.Television

6.Refrigerators

7. Washing Machines

(2) PRICE:
Sales are only income fore any business concern. But price is the main factor, which affects the sale of the market. If the price is high, few buyers purchase and if the price is low many buyers purchase. Therefore a sound pricing policy must be adopted to have maximum sale revenue. Moreover, it is only through proper pricing policy the already laid down marketing objective and corporate goals could be achieved. Price is the exchange value of a product or service always expressed in tem of money. In other words, price of a product or service is what the seller feels its worth on term of money, when offered to a buyer. To the customer, the price is an agreement between seller & buyer concerning what each is to receive. The buyer is interested in the price of the whole package consisting of physical product plus a bundle of expectation and satisfaction. The consumer has numerous expectations such as after sale service, replacement of parts, technical guidance & money other benefits. However, to the seller, price is a source of revenue and a main determinant of profit. To the seller, price is equivalent to the total product offering. This offering includes a brand name, a package, product benefits, after sale service and so on. We can define price as the money of the product or service agreed upon in a market transaction. So, Price in money = physical product + bundle of expectations

The Price Factor of PCs India is a price-sensitive market. When the PC was launched in 1984, it cost well over $4,450 here, and in the late 1980s, the price was around $2,220. While the price was around $1,100 in the mid-90s, today, a MNC brand with multimedia costs only around $761. The Indian market has seen local assemblers stealing a march over their domestic and multinational computer hardware rivals. More than 50 percent of total PC shipments are now from unbranded manufacturers, the magazine said. Four years ago, they accounted for less than 40 percent of the market. The Indian PC industry has also witnessed the rise and fall of many a domestic brand. Prominent players who fell out include DCM-DP, Usha, PCL, Sterling and Unicorp, though many Indian brands including HCL today account for nearly half of the branded PC sales in the country. Pricing adopted by the LG Electronics India Pvt. Ltd. The pricing adopted by LG Electronics India Pvt. Ltd. Can describe under this subhead: -

Competitive

pricing: - LG Electronics India Pvt. Ltd. adopted the method of

pricing called competitive pricing for their PCs. Under this policy, the price of LG PCs is fixed according to the price of other competitor brand of the market & the price moves accordingly.

The price list of the IT Products of LG Electronics India

Pvt. Ltd. Is as follows: -

GSC 50-5

LSC 50-E

LSC 50-E

Intel Celron M1.3Ghz, 256RAM, 40GB Hard disk, 15TFT Display Intel Pentium M 1.6GHz, Mobile Tech. 256MB RAM 40GB Hard Disk15TFT Display Intel Pentium M Processor 1.6GHz Mobile tech. 256RAM, 40 GB Hard disk15TFT Display

MRP : RS 37,920

MRP :RS 52,480

MRP : RS 60,280

XS3-E049NPG

Intel 865GV-Chipset ,256 MB-DDR XS1-D419HPG Intel 845GV-Chipset ,128 MB-DDR XS1-WH19LP1 Intel Celeron 2.0,128 MB-DDR XS1-WH1SLP2BCI0115 Intel Celeron Processor 2.0 GHz , 128 MB RAM
XS1-VI1SLP1BCI0117 Intel Celeron D Processor 2.50 Ghz, 128 MB RAM, Free

MRP Rs.39990 MRP Rs.29990 MRP Rs.19990 MRP Rs.18630

MRP Rs.22790

Gifts:UPS,Edurite CD Pack XT1-2219LP1BCI0115

XR1-D41SLP1BCI2115

XR1-D819LP1BCI0115

Intel Pentium 4 Processor 2.26 GHz, 128 MB RAM Intel Pentium 4 Processor 2.40GHz, 128 MB RAM. Free Gifts:Tata Walky Phone,UPS Intel Pentium 4 Processor 2.80 GHz ,128MB RAM , 40GB HDD,Free Gifts:Laser Printer

MRP Rs.23050

MRP Rs.26950

MRP Rs.31110

PA_110

PA_105

Single Intel Pentium 4 Processor @ 3.0 GHz with 800MHz FSB with Hyper Threading Technology,1 X 36 GB U320 SCSI 10K rpm NHS Single Intel Pentium 4 Processor @ 3.0 GHz with 800MHz FSB with Hyper Threading Technology ,1 X 80 GB SATA 150 MB/s, 7200 rpm

MRP Rs 67793

MRP Rs.56293

GCR-8523B GCE-8525B GCC-4521B GSA-4163B

CD-ROM Drive CD-R/RW Drive Combo Drive DVD Rewriter

MRP Rs.650 MRP Rs.1250 MRP Rs.2250 MRP Rs.4050

E700S 900B

17 inch FLATRON Monitor 19" Studio works Monitor Normal Monitor 15" Studio works Monitor 17 inch LCD

MRP Rs.8500 MRP Rs.12500

700E 500G L1720B

MRP Rs.4500 MRP Rs.4750 MRP Rs.26000

(3) PLACE:
Marketer has to ensure the availability of its products to the target customers. If a product is not available to the target customers at the right place, then he/she may shift to competitive products. So place decision relates to : (i) (ii) Channel decision what kind of distribution channels a company adopts between plants & consumer. Distribution channel policy whatever to go for extensive or selective or exclusive distribution.

(iii) (iv) (v)

Degree of selectivity among wholesalers & retailers. Effort to get the cooperation of the trade. Physical distribution decision includes logistics, transportation, warehousing, material handling, bulk packaging; etc.

Meaning of channels of Distribution

Goods produced by the manufacturers must come to the knowledge of the ultimate consumers. This is arranging by the sales promotion activities like salesmanship & advertising. By mere knowledge, the prospective consumers are not happy. The products must reach their hands for actual use. Channels of distribution are paths through which products move from the point of production to the point of consumption. Distribution channels are also called Trade channels.

Distribution Channels of LG Electronics India Pvt. Ltd. State Eastern Distributors Retailers Customers Central Distributors Retailers Customers Western Distributors Retailers Customers

PROMOTION:

Promotion is the process of making communication involving information, persuasion and influence. Promotion has three specific purposes. It communicates marketing information to the customers, users & retailers. Promotion persuades and convinces the buyer & enters into this consumer behavior. Promotional efforts act as powerful tools of competition providing of cutting edge of its entire marketing programmed. Promotion has been defined as the coordinated self initiated effort to establish channel of information & persuasion to facilitate or faster the sale of goods or services, or the acceptance of ideas of points of view. It is a non-price competition. Broadly speaking, promotion means to push forward or to advance ideas in such a way as to gain its acceptance & approval. It is an effort by the marketer to inform and persuade buyer to accept, resell, recommend, or use the article, services or ideas, which is being promoted. The promotional activity always attempts to affect knowledge, attitude, preferences & behavior of recipient, i.e. buyers. The element of persuasion to accept ideas, products, services etc., is the heart of promotion. You may have the best product, package & so on. It may have a fair price. But people will not buy your products, if they have never heard of it, and they are simply unaware of its existence. The market must communicate to his prospective buyer & provide them adequate

information in a persuasive language. People must know that the right product is available at the right place & at the right price. This is the job of promotion in marketing. In essence, promotion is the spark plug in our marketing mix. It is said that:-

Nothing until somebody promotes something Promotion can create & stimulate demand, capture demand from rivals and maintain the demand of your products even against keen competition. It is true that nothing can be sold & nothing can make money (except mint) without means of promotion. The communication & promotion mix includes four ingredients viz.

1. Sales promotion. 2. Advertising. 3. Publicity. 4. Personal selling. 5. Trade Fairs & Exhibitions 6. Demonstration 1. Sales promotion
Sales promotion is an important instrument in marketing to lubricate the marketing efforts. Today, sales promotion is a necessity & not a luxury. It is not expenditure, it is an investment, which can pay a rich dividends. It is an integral part of marketing effort. In a specific sense, sales promotion includes those sales activities that supplement both personal selling & advertising & coordinated them and help to make them effective such as displays, shows and expositions, demonstration and other

nonrecurring selling effort not in a ordinary routine. Sales promotion aims at stimulating the purchasing at the point of sales & dealers effectiveness at the retail channel of distribution.

Sales promotion with the reference of LG Electronics India Pvt. Ltd.

Company plans to follow two kinds of promotional tool for their products. They are: (a) (b) Dealers promotion Customers promotion

(a) Dealers promotion

To make a proper channel of distribution & to increase the market share of the company, corporate plans to promote their dealer or retailers through the various promotional strategies. Under which they provide a price off, a straight discount off the list price. The offer encourages retailers as well as distributors to buy a quantity or carry a new item. As it is company provide allowances to the distributors for the carrying out of the companys brand. An advertising allowance compensates retailers for advertising the companys products. Company also provides free goods to the distributors as the offer for taking up extra goods or for carrying new products. In the extra company plans to organize the industrial associations in the form of trade fairs & conventions o stimulate the sale result of their intermediaries.

(b) Customers promotion

Due to the proper attention towards the channel of intermediaries, company is not able to give proper attention towards consumers promotion but they arrange whole the method of local promotion for the awareness of the local customers. As it is they also

provides demonstration & gifts to the customers shortly by which products of the company are able to create a spec in the customers mind.

2. Advertising
The modern age is an era of competition. To withstand competition manufactures have to think of new & unfamiliar uses for their products or they have to find out new buyers for their products. The patent medicine people were the first to prove what advertisement could do. They sold

Life ka naksa badal de.

Advertisement is the art of influencing human action the awakening for the desire to possess & possess your product. Advertisement consists of all the activities in presenting a group a non-personal, oral or visual, openly sponsored message regarding a product, services or idea.

Advertising with the reference of LG Electronics India Pvt. Ltd.

At present time the chairman of LG Electronics India Pvt. Ltd. give attention to make proper distribution channel for their products. It is the companys policy that firstly they make proper distribution channel for their products by which any customer either he/she will be belongs to rural area or belongs to urban area got the product easily. After to make proper distribution channel corporate plans to come through the media, because advertisement on media requires heavy investment.

As far as advertisement is concerned LG Electronics India Pvt. Ltd. provides claim to their respective stockiest of the different districts of the state for the local awareness / promotion as per required by the stockiest of the districts. Local promotion includes Banners, Holdings, and Cable TV. Ad. Installing, Trade fairs, Sponsorship etc. for the awareness of their products to the local customers. Because of

the company doesnt come through the media in present time i.e. why company bears all the expanses for the local promotion as required by the distributors? It is true, that it is not sufficient in todays high competitive marketing scenario, but after the attainment of the proper distribution channel company definitely come through the media which is a powerful source of demand generation in todays tough marketing scenario & it is definitely provides a strong consumer pull to the new products of the LG Electronics India Pvt. Ltd.

3.

Personal selling

A salesman is one who practices the profession of selling. One can learn a lot about selling and salesmanship just by thinking about definition of personal selling. American marketing association defined salesmanship as the process of including and assisting a prospective buyer to buy a commodity or service or to act favorably upon an idea that has commercial significance to the seller. E.F.Schumaker defined selling as the process affecting the transfer, with a profit to buyer & seller, of goods & services that gives such lasting satisfaction that the buyer is predispose to come back to seller for more of the same. Personal selling refers to oral presentation in conversation or more prospective customers for the purpose of making sales. Personal selling involves two-way communication, a well defined problem is half solved. Due to seller buyer interaction, personal selling alone can provide immediate feedback of information, which enables salesman to understand properly the buyers mind, his problems, his needs & his preferences. Personal selling with the reference of LG Electronics India Pvt. Ltd.

As far as the LG Electronics India Pvt. Ltd. is concerned corporate plans the effective medium of personal selling for their products. They provide full support to the salesman for selling their products. Effective communication & facilities motivate salesman to make a good relationship with the customers. Corporate actually knows the importance of the phenomenon of the personal selling I.e. why they tries to implement the A-I-D-AS formula of personal selling. The brief description of this formula is as follows: A: - Attention The Attention of the customer. I: - Interest D: - Desire A: - Action -- Create an Interest. -- Ignite the Desire of the customer. -- Gaining an order.

S: - Satisfaction Customer Satisfaction.

4.

Trade Fairs & Exhibitions

Trade fares and exhibitions are the oldest forms of sales promotions. Trade fairs and exhibitions provide companies with the opportunities of introducing and displaying their products. This brings companys product and consumers in direct contact. Seeing is believing is the essence and basic concept of large-scale exhibitions and trade fairs. These works at all the three levels viz.; consumer level and sales force level.

5.

Demonstration

Demonstration is those tools of sales promotion, which are used for all the three levels of sales promotions. Viz., consumer level, trade level & sales force level. Companies reset to product demonstrations when it comes up with a new product. Following are different forms of demonstration: Demonstration at retail stores School demonstration Door to door demonstration

Demonstration to key people

(3)

SONY:

PRODUCTS:

Television and Projectors Home video Home Audio Home Theatre system Digital Photography

Hand cam video camera Computer Peripheral Portable Audio Game In-Car entertainment Mobile phones Storage and Recording media Batteries and Charger Other Accessories

SERVICES: (a) Better Quality (b) After Sales Services (c) Proper Installation (d) Quickly Problem Solve MARKETING MIX:

Sony Products
The first market mix element is Product. A product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a need or want. Product decision is normally based on Brand Name, Functionality, Styling, Quality, Safety, Packaging, Repairs and Support, Warranty, accessories and Services. These product attributes can be manipulated depending on what the target market wants. Also, customers always look for new and improved things, which is why marketers should improve existing products, develop new ones, and discontinue old ones that are no longer needed or wanted by the customer. Sony has a variety of products ranging from electronic devices, games and entertainment. So, briefly Sony products can be categorized in the following major product categories:

Television and Projectors Home video Home Audio Home Theatre system Digital Photography Hand cam video camera Computer Peripheral Portable Audio Game In-Car entertainment Mobile phones Storage and Recording media Batteries and Charger Other Accessories

A. Television and Projectors

In the category of television and projector, Sony has further subdivided its products in different models, style and performance. In this category we have several other sub categories and designs which are: i. Bravia LCD TV ii. iii. iv. v. CRT TV Home Theatre Projector Business Projector Public Display Panel

As it can be seen above, Sony has tried to cover many areas where the need of displaying devices is of great need. For example here we can see that Sony has tried to fulfill the demand of displaying devices from the home television sets, Office projectors and Public display panels to cover different needs and the size of the people in need of those displaying devices.

B. Home Video
In this category, Sony has tried to bring in new format so as to dominate the market, for example the emerging data storage format called Blue- ray has been launched along with the devices which can be used to run such a latest storage technology. In these categories, Sony has included home video systems and accessories which can enable the user to record various favorite TV programs. These products include: i. Blue-ray disc player ii. iii. DVD player DVD portable player

C. Home Audio
Depending on the customer needs, usage and budgets, Sony has provided several home products ranging from small packages to big audio systems. They boast on their Hi-Fi which delivers rich music, made richer with preset equalizer settings. Among other features which Sony boast to offer are like, multiple disc changers which for putting many discs at a go. Also, some even house additional features such as the ability to handle multiple formats, track programming and repeat and random play.

The home audio products categorized by Sony are: i. Hi-Fi Systems ii. Home audio accessories. E.g. Digital media port

D. Home Theatre System

Sony has tried to combine the latest video and audio technologies. Sony has developed a series of Home Theatre Systems that provides customers with an enhanced home theatre experience, e.g. Surround sound environment and dedicated audio input for connecting portable digital music players. In this category, Sony has categorized the products as: i. DVD Home Theatre System ii. iii. Home Theatre Component System Home Theatre System Accessories

E. Digital Photography
In terms of digital photography, Sony has produced a variety of imaging devices depending on the users and their professions. For example for a casual user or girls there are slim cameras which can be easy to carry or put on the purse. For real photograph enthusiast and professionals there are more sophisticated cameras with advanced features like digital SLR camera. And also they have produced photo printers and frames. The sub-categories in digital photography which Sony offers include: i. Digital SLR ii. iii. iv. Cybershot Digital Camera Digital Photo Printer Digital Photo Frame

F. Handy Cam Video Camera

Sony has produced a variety of video camera for home and office use. A variety of these handy cam video camera are easy to use as from producing family video, documentary filming and developing feature films. The subcategories of these handy cam video cameras produced by Sony are as follows: i. Handycam high definition video Camera ii. iii. iv. v. Handycam Standard Definition Video Camera Handycam Accessories Digital Photo Printer Digital Photo Frame

G. Computer and Peripherals

Combining form, function and the latest in technology, Sony provides a range of IT and computing devices. In case of the computer devices Sony has produced a variety of

laptops with different price ranges and performance to meet the demands of the users like home users, students and businessmen. The sub-categories of these are: i. VAIO laptops and computers ii. iii. iv. VAIO accessories Business Projectors Memory Stick

H. Portable Audio
Sony has produced a lot of various varieties of portable audio whose main target are the youth of the new generation. The sub-categories of these portable audio produced by Sony are: i. Walkman mp3 series ii. iii. iv. v. vi. CD Walkman series CD/Radio/Cassette player Radio Voice recorder Audio Accessories

I. Games
Sony offers games of all genres to match customers gaming preference. Also, Sony has produced Powerful consoles which are accompanied with compelling games. The games produced by Sony include: i. Playstation 3 ii. Playstation 2

iii.

PSP (Playstation Portable)

J. Mobile Phones
With Sony Ericsson, Sony has produced a variety of mobile phones for different people, lifestyle, usage, budget and profession. Also a series of mobile phone accessories have been produced by Sony so that customer can spruce up their mobile phones appearance, prevent them from damage, or enhance their usage. Among the subcategories are: i. Phones ii. Phone Accessories

K. In-Car Entertainment
Different in-car entertainment products have been produced by Sony. Apart from the normal car radio and CD changer devices, Sony has produced more entertaining devices to view different media like video and television. Among the products subcategorized in this category are as follows: i. Xplod CD Receiver ii. iii. iv. Xplod in Car Visual Xplod Cassette Receiver Xplod Amplifier

v.

Xplod Speaker/Subwoofer

L. Storage and Recording Media

Sony has developed a range of reliable storage and recording media that customers can depend on for recording, transferring or storing their information. These products range from those devices which can be used to store small amount of data for transfer and those media to store a large amount of data permanently. The sub- categories of these products include: i. Memory Stick ii. iii. iv. v. vi. vii. USB storage media Data storage media Video Storage media Audio media Storage media Professional media

M. Battery and Charger

Sony has a range of batteries that are long-lasting and offer maximum power for optimum performance, making sure that the customer will never be left hanging during the most crucial time.

Sony Price
Pricing decisions are almost always made in consultation with marketing management. Price is the only marketing mix variable that can be altered quickly. Price variables such as dealer price, retail price, discounts, allowances, credit terms etc. influence the development of marketing strategy, as price is a major factor that influences the assessment of value obtained by customers. Customers directly relate price to quality, particularly in case of products that are ego

intensive or technology based. Sony being a company which emphasizes product quality tends to sell its products with price range from moderately-high to high-prices, depending on the use and the targeted customers.

SAMPLE LIST OF PRICES:

Playstation Portable (also known as PSP) Playstation 2 Playstation 3 80GB Z450 45 inch LCD TV DCRDVD810 Compact movie camcorder with DVD Price: AED 749 Price: AED 439 Price: AED 1849 Price: AED 7999 Price: AED 1699

Sony Promotion:
Sony spends millions each financial year on advertising and promotion (Promotional Budget) of the entire range of consumer electronics. The major elements of promotion mix include advertising, personal selling, sales promotion, direct marketing, and publicity. Sony Corporation has used all of these marketing communication mix elements.

Advertising
Advertising is any paid form of non-personal mass communication through various media to present and promote product, services and ideas etc. by an identified sponsor. So far, Sony has advertised its products through many different ways and media. Through TV we have seen different advertisements of its products such as Bravia televisions or Sony Wega TV. Sony uses some events like Miss India 2008 to promote its products. Also, Sony has advertised its games like Playstation 3, Playstation 2 and PSP using sports like football in England premiere league. Through newspapers like Gulf News & Khaleej Times, Sony has advertised a wide range of products it offers to its customers. And also through posters a message has been sent to a lot of people to be aware of the products which Sony offers. Sony also uses direct response advertising. This is type of advertising that encourages the consumer to respond either by providing feedback to the advertiser or placing the order with the advertiser either by telephone, mail or the internet. Such advertising is done through direct mail or catalogues. Sony incorporates co-operative advertising in its advertising process. Sony Corporation provides the dealers (e.g. Sony World) with the materials and guidelines to develop ads for print, television or radio commercials. This ensures that message is in line with, what the manufacture wants to communicate. The company and the dealers usually share the media costs and hence, the name co-operative advertising.

Sales Promotion
Sales promotion is a marketing discipline that utilizes a variety of incentives techniques to structure sales related programs targeted to customers, trade, and/or sales levels that generate a specific, measurable action or response for a product or service. Sales promotions for example includes free samples, discount, rebates, coupons, contents and sweepstakes, premiums, scratch cards, exchange offers, early bird prizes, etc.

Sony has promoted its products through different sales promotional strategies. For example after the release of the Sony BRAVIA television sets, Sony promoted them by early bird prizes by saying that all BRAVIA full HD LCD TVs purchased during July 2008 and registered within two weeks of purchase qualify for a Bonus Playstation 3 as long as the customer claims is one of the first 35,000 received and validated by Sony. Also Sony has promoted its Sony Ericsson P1i phones by including scratch cards which gives the customer the offer to download 10 free software applications for that mobile phone. Sony Ericsson has also promoted its Sony Ericsson K550i Mid-Range Cyber-shot Phone that if you buy it you get a free Bluetooth headset with one year manufacturers warranty.

Public Relations and Publicity

Public relations is a broad set of communication activities employed to create and maintain favourable relationship with employees, shareholders, suppliers, media, educators, potential investors, financial institutions, government agencies and officials and society in general. Through its website, Sony Corporation has provided contacts for those customers who will be in need of any information from the company. In this way Sony can create a mutual relationship with its customers and ensure that it serves the wishes and demands of its customers. Unpleasant situations arising as a result of negative events may precipitate unfavorable public reactions for an organization. To minimize the negative effect of such situations leading to unfavorable coverage, the company has policies and procedures in place to manage help any such public relation problems. For example, Sony released an ad depicting a man smiling towards the camera and wearing on his head a crown of thorns with button symbols (, O, X, ). At the bottom, the copy read as "Ten Years of Passion". This supposedly took advantage of the publicity from the Mel Gibson film The Passion of the Christ. The advertisement outraged the Vatican as well as many local Catholics, prompting comments such as "Sony went too far" and "Vatican ex-communicates Sony". After the incident, the campaign was quickly discontinued. Another example is that, In July 2006, Sony released a Dutch advertising campaign featuring a white model dressed entirely in white and a black model garbed in black. The first ad featured the white model clutching the face of the black model. The words "White is coming" headlined one of the ads. The ad has been viewed as racist by critics. A Sony spokesperson responded that the ad does not have a racist message, saying that it was only trying to depict the contrast between the black PSP model and the new ceramic white PSP. Other pictures of the ad campaign include the black model overpowering the white model. So its the duty of the public relation department of Sony to solve such issues as mentioned above so as to ensure that it maintains a good public relation with the public.

SONY Place (Distribution)

Decisions with respect to distribution channel focus on making the product available in adequate quantities at places where customers are normally expected to shop for them to satisfy their needs. Depending on the nature of the product, marketing management decides to put into place an exclusive, selective or intensive network of distribution, while selecting the appropriate dealers or wholesalers.

Sony being the company which positions itself as a seller of durable and high-end products, it is practicing selective distribution of its products from the selective dealers i.e. SONY World. Apart from this there are grey-markets in the UAE and other countries where a practice of intensive market coverage is practiced, and the products in these kind of markets normally do not posses all the features and benefits which Sony offers e.g. warranty and guarantee.

Sony being the company which positions itself as a seller of durable and highend products, it is practicing selective distribution of its products from the selective dealers i.e. Sony World. Apart from this they are grey-markets where a practice of intensive market coverage is practiced, and the products in these kind of market normally do not posses all the features and benefits which Sony offers e.g. warranty and guarantee. Through the Internet, Sony has helped its customers to find the nearest retailer shop where we can buy the Sony products. All you have to do is to enter their website and specify the product and the location.

Sony distributes its products in various channels. It uses Zero-level channel, one level channel and two-level channel. In the UAE, Sony has used the method of one-level distribution channel. This means that, customer buys their Sony product from the retailers recognized by Sony, and these retailers buy the products directly from the company itself.

Through the internet, Sony has helped its customers to find the nearest retail shop where they can buy the Sony products. All you have to do is to go to their website e.g. www.sony-mea.com and specify the product and just pop into the nearest Sony retail showrooms. Some of them are listed below:

JWELLER & WATCHES: (1) TITAN: PRODUCTS: (a) Environmental Sensors (b) Temperature Control (c) Input/Output Modules (d) Light & Occupancy Sensors (e) User Interfaces (f) BMS BAC Net System Controller

(g) Wrist Watch (h) Wall Watch SERVICES: (a) Better Quality (b) Customer Satisfaction (c) After Sales Service (d) Offer Various Alternatives MARKETING MIX: (1)PRODUCT
Quality and leadership are the two main terms for the Titan. As to achieve the marketing objectives this aspects should also be considered. A. Product line: To increase the sales, the difference in the prices of the watches are justified by the features. B. Product pyramid: Portfolio of Titans product is of 3 distinct price-range that can be defined in general, as Popular, Mid, and Premium. At the popular segment, the emphasis is on in volumes but not in margins. At the premium segment, the emphasis is on profits and image but not in volumes. Obviously, company giving more emphasis at the top of the pyramid as profits at the top of the pyramid is very high. This pyramid guided the strategy of Titan. C. Product strategy: Titan was first focused only on the premium segment of the watch market. As per the product strategy they took, Titan moved in to the mass market for watches. To widen base, Titan created new segments and increasingly focusing on segments individually. In the past few years Titan has took a lot of initiatives to focused on specific segments. D. Product Quality: Quality and leadership are synonymous to Titan. It seek to achieve both through their value for products compared to their prices.

(2)PRICE
As achieve our marketing our marketing objectives, we can do some change in the pricing . The main consideration will be in changing price are followings. A. Survival: In case of some of the watches titan prices them according to the features .The Exacta is a simple steel watch priced at Rs.600-1,100. As the company also deals with Spectra, Raga through pricing policy. B. Market share:

As we know that 70% of sales in watches come from the lower segment, therefore by pricing Sonata at 350 onwards with guarantee. Titan prices its world watches which compared equal to an international players like Calvin Klien where a customer pays 4 times as value of the world watch, therefore market with low prices to international players to gain market share. C. Market Skimming: In Indian watch industry there is no one offering pure gold watches, watches in pair, jewellery watches. Here Titan offers there product with the Indian touch in its design, the product, the love.

(3)PLACE
Keeping in mind about the young trendy and fashionable consumers, Titan distribute its product and set up world of titan in different region. The consumers life style in India, especially in urban area(because the turnover in urban area is 210 million, while the turnover in rural area is 90 million) plays a significant role in the success of Titan. A.Time Zone: Titan Industries brings together the countrys leading watch brands under one roof, providing the customer with variety in brands, looks and price ranges and also efficient after-sales service. These 1142 Time Zones located across 89 towns which offer its customer the complete watch shopping experience. B.Value Mart: These outlets sell surplus stocks of Titan watches at reduced prices. By doing these it offering fabulous value for money with the same warranty as a regular full-priced watch enjoy. However these shops would not be placed in the main locations and not working as a normal shops. This is to make the customer go to the shop rather than the shop calling the customer and hence the locations are not very suitable for shopping. C.Sonata Stores: Sonata stores is also an Authorized Service Centre for Sonata & Titan brands. Sonata store meet the large scale demand for the watch and also to attract customers in more. These shops had full stocks of the watch in demand whereas the others could afford to maintain only limited stock.

(4)PROMOTION
Promotional pricing: A. Marketing pricing: As by opening new shops such as the world of Titan buy directly from the dealer and hence the element of middleman is not there. Here the retailer in this category buys watches for 17-18% lesser than MRP and hence they are able to get the 17% profit margin on sales. It is managing to successfully convince to the customer of the perceived value of WORLD WATCH using hoarding all around the city, increasing buyer image, trust worthiness, innovation, differentiation, value for the product. Price discount and allowances: Every year Titan comes with a price discount sale on the MRP of the watches. The allowances varies from one segment to another. B. Creative advertising: Titan introduces a contest on cartoon network in india.com

which invites children to use creativity and design watch. The prize winning design was launched as a new watch in summer 2002 collection . Type of advertising: Titan believes in making its ads clean, well made, touch on emotional chord. As the company is using celebrities or superstars that is Amir Khan for the Titan watches. As here we can say that a female actress would be more effective for the promotional purpose. It can be Katrina Kaif, as now she is one of the popular actress in Bollywood. C. Promotion on occasion: Titan is one of the company which formally believes in the policy of promotion the product based on the occasions.

(2)

TANISHQ: (a) Gold (b) Silver & Diamond Jewellery (c) Gemstones (d) Pearl (e) Mens Jewellery (f) Watches (g) Corporate Gifts (h) Business Gifts (i) (j) Awards & Trophies Customized Gifts

PRODUCTS:

SERVICES: (a) Better Quality

(b) 100% pure Products (c) After Sales Services STRATEGY: Broad Market = Lower Cost Provider strategy Differentiation strategy Narrow Market = Focused Low Cost Strategy Focused Differentiation Strategy MARKETING MIX: (1)PRODUCT:

PRODUCT VARIETY: Based on Tangibility Tanishq Diamond Tanishq Gold Tanishq Platinum Based on Experience/Occasion Tanishq wedding collection Moham Fashion Colors of royalty

DESIGN:
o

Tanishq is known for its ability to develop specialized design collections.

o Each piece of jewellery is designed by a team of award winning designers o Designed to suit all forms of attire, western and Indian, casual and formal.
o

Aria, for seven stone diamond jewellery, Hoopla, focused on diamond studded hoops and CollectionG for lower priced gold jewellery.

BRAND NAME o Brand name ensures innovation.

o

Considered equivalent to purity and tradition. (2)PRICE:

High-value diamond range (with retail price of Rs 2 lakh and above) Zoya, Tanishqs high-end brand that primarily retails diamond jewellery, is showing a slow build-up. It currently has two stores (in Mumbai and Delhi) with a range of 20-25 Lakh.

 Kundan and Polki range. The range starts from Rs 5 lakh onwards. Tanishq paheli range starts at Rs.80000 and jodha akbar range at Rs. 1 Lakh. Tanishq range of products start at an accessible low of Rs. 600 and the range - Solo, Aria, Diva, Hoopla, Lightweights, Bandhan and the most recent, Colours comprises wearable everyday jewellery which has been designed for the urban working woman Very large collections of pendants, earrings and fingerings in this price range Rs 2000-5000 The Tanishq Valentines Day collection includes pendants, earrings and finger rings starting from Rs. 2,000 onwards The 'up to 25 per cent' off offer by Tanishq is a unique opportunity. This attractive offer has been introduced to benefit the customers and provide them with the best price and product options (3)PLACE: Tanishq opened 30 retail stores during FY08, taking the

tally to 130 stores. Currently, the average store-size for Tanishq is 1,000-1,500 sq ft. The stores operate on the franchise model. Tanishq retail identity has evolved over the years to offer large format and concept stores that reflect the brands philosophy of being Revitalizer of Tradition. It has opened two pilot stores at Chicago and New Jersey with a retail format of 1,800-2,000 sq ft.

The Tanishq retail chain currently includes 112 exclusive boutiques in 75 cities, making it India's first and largest jewellery retail chain. (4)PROMOTION:

Concept stores, the first of which, costing Rs 10 crore, opened in Kolkata. The idea of such a store was to harmonize the tradition of the past with the modernity of the present. Titan transposed designs by stocking Bengali designs in Delhi, Keralite designs in Tamil Nadu and typical designs from Tamil Nadu in Bombay in order to appeal to a variety of people.

 In 1998, it launched the corporate gold gift scheme 'When you want to say thank you, say it in gold'. In 1999, Tanishq delivered gold coins worth Rs. 20 crores to Maruti Udyog Ltd., to be given away as gifts to Maruti car owners. By 2001, the scheme accounted for almost 5% of the turnover and over 30 corporate clients like Coca-Cola, the UB Group, Whirlpool, TVS Group, Ceat and Liberty shoes. Tanishq has also endeavored to be part of every occasion in an Indian womans life through festive promotions, customer contact programmes as well as through Anuttara, Tanishqs exclusive consumer reward programme etc. Launched Jodhaa Akbar collection and managed to get lot of marketing hype. The collection is very pricey and suggested retail price is between Rs 25,000 to Rs 15 Lakhs Kept the entry-level price as low as Rs 600 (for a pendant) and offered a range, which far exceeded that offered by any other jeweler.

Initiated a loyalty program called the Golden Harvest Savings Scheme, which offers buyers the benefit of getting more jewellery than what they have paid for. The scheme allows consumers to plan future purchases in advance and pay for them in easy installments. Exchange offer - change impure gold for pure 22 karat gold - attracted more people to the stores. (5)PEOPLE:

Designers & Management trainees from premiere institutes Performance /Competency linked career growth Path at management and manufacturing level Karigar Park Karigars work exclusively for Tanishq Provides tools & raw materials Better hygiene and medical facilities (6)PROCESS: DCCP (Direct Consumer Contact Program) DCCP

(Direct Consumer Contact Program) CRM (Customer Relationship Management) CSP (Customer Support Program) (7)PHYSICAL EVIDENCE: Experience Showcasing Surround effect Speaking effectively Zoya: stores for differential premium segment Trust They even have gold meters where one can check the purity of gold Heritage Architecture inspired by heritage revitalizing traditional Indian Jewellary

(1) BIG BAZAR: PRODUCTS: (a) Home Appliances (b) Kitchen Appliances (c) Bags & Luggage (d) Toys & Games (e) Mobiles (f) Cameras (g) Computers (h) Electronics (i) SERVICES: (a) Large Numbers of Products (b) Good Environment (c) Various Facilities like wash Food Items

rum, drinking water, AC etc. (d) After Sales Services MARKETING MIX: Product Big Bazaar offers a wide range of products which range from apparels, food, farm products, furniture, child care, toys, etc. (Exhibit 7) . Products of all the major brands are available at Big Bazaar (Exhibit 8) . Also, there are many in house brands promoted by Big Bazaar. Big Bazaar sold over 300,000 pairs of jeans, 50,000 DVD-players and 25,000 microwave-ovens. In all, the fashion, electronics and travel segments made up about 70% of sales. Last year, these categories made up only about 60%. Price The tag-line is

"Is se sasta aur accha aur kahin nahi" . They work on the model of economics of scale. There pricing objective is to get "Maximum Market Share". The various techniques used at Big Bazaar are: Value Pricing (EDLP - Every Day Low Pricing): Big Bazaar promises consumers the lowest available price without coupon clipping, waiting for discount promotions, or comparison shopping. Promotional Pricing: Big Bazaar offers financing at low interest rate. The concept of psychological discounting (Rs. 99, Rs. 49, etc.) is used as promotional tool. Big Bazaar also caters on Special Event Pricing (Close to Diwali, Gudi Padva, and Durga Pooja). Differentiated Pricing: Time pricing, i.e., difference in rate based on peak and non-peak hours or days of shopping is also a pricing technique used in Indian retail, which is aggressively used by Big Bazaar.

Bundling: Selling combo-packs and offering discount to customers. The combo-packs add value to customer. Place Big Bazaar stores are located in 50 cities with 75 outlets (Exhibit 9) . Big Bazaar has presence in almost all the major Indian cities. They are aggressive on their expansion plans. Promotion Big Bazaar started many new and innovative cross-sell and upsell strategies in Indian retail market. The various promotion techniques used at Big Bazaar include "saal ke sabse saste teen din" , Future Card (the card offers 3% discount), Shakti Card, Brand Endorsement by M. S. Dhoni, Exchange Offer - Junk

Swap Offer, Point-of-Purchase Promotions. Advertising has played a crucial role in building of the brand. Big Bazaar advertisements are seen in print media, TV, Radio (FM) and road-side bill-boards. People They are one of the key assets for any organization. The salient features of staff of Big Bazaar are: Well-trained staff, the staff employed by Big-Bazaar are wellsuited for modern retail. Well-dressed staff improves the overall appearance of store. Employees are motivated to think out-of-the-box. Retail sector is in growth stage, so staff is empowered to take innovative steps. Employs close to 10,000 people and recruits nearly 500 people every month. Use of technology like scenario planning for decision making. Multiple counters for payment, staff at store to keep baggage and security guards at every gate, makes for a customer-friendly atmosphere. Process

The goods' dispatch and purchasing area has certain salient features which include: Multiple counters with trolleys to carry the items purchased. Proper display / posters of the place like (DAL, SOAP, etc.). Home delivery counters also started at many places. Physical Evidence It deals with the final deliverable or the display of written facts. This includes the current system and available facilities. (2) HOMETOWN: PRODUCTS: FURNITURE: (a) Accents (b) Badroom (c) Dining (d) Electronics (e) Fireplaces (f) Games room (g) Hardware (h) Lighting

(i) (j) SERVICES:

Living room Office

(k) Outdoor (a) High Quality Products (b) After Sales Services (c) Demonstration (d) Offer Various Facilities in showroom STRATEGY: (3) RALIANCE FURNITURE: PRODUCTS: (a) Office Furniture (b) Hospitality Furniture (c) Hotel & Restaurant Furniture (d) Plastic, Aluminum & Steel Chairs (e) Occasional Chairs & Sofas (f) Dining Furniture

(g) Bedroom Furniture SERVICES: (e) High Quality Products (f) After Sales Services (g) Demonstration (h) Offer Various Facilities in showroom STRATEGY: