1. To know about the different switch brands available in India.
ITC Flush Type Metal Push Button Switch KenwoodBrandMixer ITC
FlushSwitch ITCBrandElectricalWater Level ControlSwitch
ToggleSwitches Infra RedSwitch ElectricalContactors AC 220v Circuit
Breakers andSwitches 6 AmpSwitchand SocketElectricals Ltd.
Corporate office New Delhi, India |Establishment 1964 |Business
Electrical equipments |Websitewww.bhel.com|Bharat Heavy Electricals
Ltd established in the year 1964 is a leading power plant equipment
manufacturer and has expertise in engineering, manufacture,
construction, testing, designing and servicing of various products
of the core sectors such as defense, power, industries etc. BHEL is
among the top electrical companies in India and which has total 16
manufacturing divisions and four regional offices. It is currently
operating more than 150 project sites across India and abroad.
2 | Alstom Corporate office Levallois-Perret, France
|Establishment 1928 |Business Power generation and transmission
|Websitewww.alstom.com|Alstom a multinational corporation is one of
the best electrical companies in India and world, operating in
hydroelectric power transportation and generation and it is active
in many core industry sector. Company has a workforce of 9000+
employees in India and over 85000+ worldwide.3 ABB Corporate office
Zrich, Switzerland |Establishment 1988 |Business Electrical
equipments |Websitewww.abb.com|ABB holds interests in robotics and
mainly in the automation and power areas. ABB is active in the
field of electricity grids manufacturing and other technologies in
the field of automation and power. ABB is one of the few giant
electrical player at global level and among the largest engineering
company in the world.4| Siemens Corporate office Erlangen, Germany
|Establishment 1847 |Business Renewable energy, Power generation
& transmission|Website www.energy.siemens.com|Siemens a German
conglomerate is rated one the finest electrical company in India.
Companys product line includes generators, steam turbines,
compressors, high-voltage switching products and many more. Siemens
employees more than 86000 people worldwide and it is a leading
supplier of energy related products worldwide.5.Crompton Greaves
Corporate office Mumbai, Maharashtra |Establishment 1878 |Business
Electrical |Websitewww.cgglobal.com|Crompton Greaves is a part of
Avantha Group which is headquartered in Mumbai. CGL deals in
manufacturing, marketing and designing of power transmission and
generation related products. CGL has manufacturing units in Canada,
France, Hungary, UK, US, Indonesia, Ireland, India and Belgium.6.
Bajaj Electricals Ltd.Corporate office Mumbai, Mharashtra
|Establishment 1938 |Business Electrical Appliances
|Websitewww.bajajelectricals.com|Bajaj Electricals is a leader in
the field of electrical equipment and headquartered in Mumbai. It
is one of the top 5 electrical companies in India having 19 branch
offices across India. Bajaj Electricals provides complete range of
consumer durable such as fan, electrical appliances, lighting which
includes tubes, lamps etc.7 | Eason Reyrolle Corporate office
Bangalore, Karnataka |Establishment 1986 |Business Electric
Equipments & Industrial Consumables
|Websitewww.easunreyrolle.com|Established in 1980 Easun Reyrolle is
a Power Management Products, Transmission, Distribution &
Industrial Application, Systems, Solutions and Services provider
having significant presence in global market as reputed electrical
products manufacturer.8. Schneider ElectricalCorporate office Rueil
Malmaison, France |Establishment 1981 |Business Electric Equipment
|Websitewww.schneider-electric.co.in|Schneider Electric a French
company established in the year 2000 is among the top electrical
companies in India which is involved in energy management. Company
has a workforce of more than 17000 employees and has 31 global
manufacturing Plants.9| Wipro LightingCorporate office Pune,
Maharashtra |Establishment |Business Lamps, Luminaires and
Accessories |Websitewww.wiprolighting.com|Wipro lightings a part of
Wipro group and a leading electrical company in India producing
Lamps, luminaries and accessories. Companys product portfolio
comprises of high end lighting control and architectural dimming
system, high intensity discharge lamp Luminaries, brightness
management lighting products etc.10|Kelvin ElectricalCorporate
office Al-Ain, U.A.E |Establishment 2005 |Business
|Websitewww.kelvin-electrical.com|Kelvin Electrical LLC founded in
2005 is based in United Arab Emirates (UAE). Kelvin Electrical
deals in Cable Management Systems, Interior, Architectural,
Exterior and Special lighting, Cable Support Systems, Raised Floor,
Wiring Accessories etc
Analytical interpretation
2. To know about the market share covered by different switch
brands in India.
CompanyMarket share
OSRAM SYLVAN30
Philip26
Glob26
Conglo8
Panasonic4
Greenlite ,6
3. To know about the different marketing strategy adopted by
switch brands.
Marketing PracticeBrand : RomaCompany : Anchor ( Panasonic)Brand
Analysis Count : 516Indian switch market is estimated to be around
INR1800 crore and is dominated by Anchor with a share of 50%.
Anchor Electricals which is one of India's largest electrical
products company was formed in 1963 and virtually created the
branded electrical accessory market in India. The company
effectively filled the need for quality and reliable electrical
products in a market dominated by unorganized players.In 1976, the
company launched India's first Piano type switch with the sub-brand
Roma. The product was highly successful and Roma became India's
largest selling modular switch. ( Source : superbrand). In 2007,
Anchor was taken over by Panasonic and now is a subsidiary of the
global giant.Roma is the market leader in the INR 800 crore modular
switch market. The brand was earlier promoted as a sub-brand of
Anchor ( Anchor Roma) and was heavily supported by the company
interms of its brand building efforts.Anchor should be very much
appreciated for building a brand in a boring product category like
switches. The brand was able to change consumer's perception about
products like modular switches. One has to take into account that
consumers where not considering switches as style statements but as
a functional product.
Roma was promoted by Anchor by highlighting its aesthetics and
reliability. The brand earlier had the tagline " Zindagi Khubsoorat
Banaye " Watch the ad here :Anchor RomaAfter the acquisition by
Panasonic , Roma was elevated as an individual brand endorsed by "
Anchor by Panasonic " . Roma also launched its premium range
branded as Romoa Viola and promoted by ahyperboletype ad.Roma is
again in the consumer's mindspace because of the new campaign
revolving around the brand's claim of being the " Largest selling
modular switch brand in India". In positioning parlance, the brand
has taken on Category Positioning.Watch the ads here :Roma
Butterfly adRoma Marble AdThe ads are created for only one purpose
i.e to highlight the fact that Roma is the best selling switches in
the country. The brand also have the tagline " India's largest
selling modular switches ". This is a straight textbook strategy of
owning up the category and positioning as the category leader.The
basic premise of the campaign is that consumers are not aware of
the leadership position and the brand wants to remind them so as to
assure that they are buying the market leading brand. Although the
theme of the ad, its setting has a total disconnect with the
product, the campaign however drives the message to the mind of the
consumer.I remember Orpat and Ajanta brands positioning on the
platform of being the " Largest ". Being the largest, biggest, etc
give some kind of an assurance to the consumers regarding the
quality, reliablity , support etc.Although being the " Largest "
has its own set of advantages, Roma needs to cover its flanks
because lot of brands like Legrand, Havell etc were able carve out
mindspace by positioning on aesthetics , reliability etc.Harping on
being " The Largest " may not be enough.Email ThisBlogThis!Share to
TwitterShare to FacebookShare to PinterestLabels:branding
commodity,electrical productRoss Taylor1Thanks, to sharing
thecompany informationabout "Roma Switches". The most popular brand
of Roma company is "Anchor Switch". Roma is the market leader in
modular switch market. The "Anchor Switch" brand was earlier
promoted as Roma. The Roma company producing the items that's able
to change to understanding the customer's like flip changes. After
Roma launched some brands like Roma vivola then Roma is again in
the customer's mindspace because of the new strategy turning around
the brand's declare of being the "Biggest promoting flip change
product in India".
4. To know about the current marketing strategy of Anchor.
5. About the marketing mix of Anchor.General Electric Marketing
MixIn 2005, the company restructured its operations into six
business segments: infrastructure, commercial finance, consumer
finance, healthcare, NBC Universal and industrial.Product General
Electrics capital finance segment includes commercial loans,
operating leases, home loans, credit cards, and personal loans. GEs
technology division produces Intrusion and fire detection products,
card access systems, aircraft replacement parts, jet engines,
medical diagnostics, medical imaging as well as patient monitoring
equipment. The company also provides products related to energy
infrastructure such as wind turbines, gas turbines, water
purification systems, and aircraft engine derivatives. General
Electrics NBC Universal Division operates cable networks, and
produces motion pictures. Products produced in GEs Consumer and
Industrial Division includes refrigerators, washers, microwave
ovens, residential air conditioners as well as electric and gas
rangers.Price General Electric introduced a Power by the Hour
program for its aircraft engines, in recognition that its customers
were not merely purchasing its airplane engines, but also the
ability to minimize downtime through its maintenance and service
initiatives. In 2004 GE raised prices in for its Infrastructure
Water and Process technology customers as a result of increasing
cost pressures in a global economy, citing marketplace conditions
for water treatment solutions which made it more expensive to do
business. General Electrics healthtmagination initiative involves
the reduction of prices in its medical imaging imaging and
diagnostics business as a result of reduced customer spending in
these areas. General Electric Marketing MixIntroductionGeneral
Electric originated in 1892 when Thomson-Houston Electric and
Edison General Electric merged. Initially focusing on products such
as toasters, motors and light bulbs, it is now a diversified
company composed of media, financial services and technology
divisions. These divisions provide business and consumer financing
services, media content, as well as products such as aircraft
engines, power generation, water processing, and
securitytechnology. Would you like to take a lesson on themarketing
mix?Place General Electric is headquartered in Fairfield
Connecticut, at 3135 Easton Turnpike. GE has subsidiaries located
in Singapore, Mexico, Munich, China and Ontario Canada General
Electric has global business projects including Southeast Asia,
Northern Asia, Austrialia/New Zealand, Africa, Latin America and
Europe.Promotion In 2001, General Electric selected Responsys,
Inc., as the preferred vendor to implement GE Services Networks
email marketing programs. GEs slogan we bring good things to life
is among the most recognizable in the world. General Electric has
used co-branding to market its products, including Culligan,
Calphalon and Lenox.Process The General Electric Company, with the
assistance from the Boston Consulting Group and McKinsey and
Company, pioneered the nine cell strategic business screen used to
identify the most favorable position with attractive growth
opportunities as well as competitor strength. In the 1950s GE
produced the famous "blue books" five volumes of detailed guidance
for its managers. GE management has utilized techniques such as
leadership development, Work Out, and Six Sigma. Current GE
leadership is reemphasizing its scientific research labs and
marketing function. General Electric undertakes a constant
appraisal process that involves firing its bottom 10% employees
each year. GE strives to accomplish its goals with four core values
in mind: imagine, solve, build, and lead. General Electric (GE) had
used the Lateral Diversification Strategy as its growth strategy
marketing new products or services that have no technological or
commercial synergies with current products, but which may appeal to
new groups of customers.Physical Evidence Russia has been one
European country in which GE has made significant investments
including an equipment fleet with more than 1,500 large units. The
Middle East is diversifying beyond its oil-based economy with
explosive development. GE is enabling growth with crucial
investments of infrastructure resources such as oil and gas as well
as aviation. GE is helping to build the infrastructure of
Indonesia. GE has subsidiaries located in Singapore, Mexico,
Munich, China and Ontario CanadaPeople Jeffery Immelt is the
current chairman of the board and chief executive officer of GE.
General Electric employs an integrity policy called The Spirit
& The Letter which every employee supports with a signed
pledge. GE employs an ombudsmen process which encourages employees
to report unethical activities without fear of reprisal. General
Electric implements flexible work arrangements in order that
employees may achive a work and life balance. General Electric
provides an employee and retired employee outlet store with
discount products. GE utilizes skills-based customer service
routing technology, GE directs your call to the service or support
rep most qualified to answer your question.
6. To know about the quality packaging strategy of Anchor
switch.
Anchor Pricing StrategiesHeres a scenario You decide to venture
into a cell phone store despite your reluctance to deal with a
bewildering number of phones, options, plans, along with a
confusing price structure. As usual, you find youll have to wait a
bit for a salesperson. The greeter hands you a card with a big 97
printed on it, and says, It should only be a few minutes. Well call
your number, 97, when a salesperson can help you. You notice that a
large digital display on the wall is showing 94. You see it click
to 95, then 96, and finally 97. The receptionist says, Number 97,
please, and a salesperson appears to assist you. You thought
nothing of the numeric ordering of customers, but its possible that
the store had an ulterior motive: they could have been attempting
to manipulate the price you would pay. Sound bizarre? Read onWhen a
consumer is presented with an offer, a key element in the decision
to accept or reject it is whether it appears to be afair dealor
not. We know thatbuying pain the activation of our brains pain
center when paying for a purchase increases when the price seems
too high. But how does that value equation work? The answer is
anchoring typically, we store an anchor price for different
products that we then use to judge relative value. That sounds
simple enough but its actually not. Some anchor prices are stickier
than others, and at timestotally unrelated factors can affect these
anchor points. The better marketers can understand how anchoring
works, the more creative and effective pricing strategies they will
be able to develop.Gasoline: Drifting AnchorFirst, lets look at a
non-sticky anchor price scenario that most of us are coping with
today: fluctuating gasoline prices. In the U.S., weve seen prices
surge past the $4 level in the last few months. The first time I
saw that 4 digit at the front of the price, Im sure my brain
registered pain. I had barely become used to $3 gas. But, after a
short time, my anchor was reset. $4 prices were no longer
exceptional, and if I had been seeing mostly $4.29 prices, a $4.09
price would register as a good deal. If I saw a station offering
gas for $3.99 a price that only a few months earlier would have
seemed outrageously high Id be hard pressed not to pull into the
station to take advantage of the bargain. Of course, gasoline is a
unique product we expect its price to vary, and we have constant
feedback on current pricing as we pass gas station signs. For this
product, we are constantly re-anchoring.Real Estate PricesOther
items are have stickier anchor points. InPredictably Irrational,
Dan Ariely describes research by Uri Simonsohn at Penn and George
Loewenstein at CMU that showed it took abouta year after
relocationfor home buyers to adapt to the pricing in a new market
with higher or lower real estate prices. People who moved and
bought a new home immediately tended to spend thesame amounton
housing as they had before, even if it meant buying a home that was
much larger or smaller than the one they left. (Id suppose that
some practical factors could affect the decision to spend the same
amount. If one sold a large four-bedroom house in Michigan one
would hardly expect to duplicate the home in San Francisco. U.S.
tax laws may discourage trading down, too.)Less Familiar
ProductsBut what about items for which we have fuzzier anchors? We
get daily feedback on gas prices, and if we own a home we probably
keep an eye on sales of comparable properties to gauge our own
level of equity. Items that are unfamiliar or rarely purchased may
form an anchor point when we start thinking about the purchase. If
we decide to buy a big-screen plasma television, we may spot one we
like in a Best Buy circular for $2,000. We may not buy that item,
but according to Ariely that now becomes ananchor priceagainst
which other deals are measured.Irrational AnchorsHeres where anchor
prices getweird and weird isnt a word we throw out lightly here
atNeuromarketing. Up to this point, there was a perfectly logical
framework underpinning the brains anchoring process. But research
conducted by Ariely showed that getting subjects to think of a
random number in this case, the last two digits of their social
security number impacted the price they were willing to pay for
various items.A higher random number led to higher prices.Below is
just one data set from Arielys experiment prices that subjects
would pay for a cordless keyboard:SS NumberPrice
00-19$16.09
20-39$26.82
40-59$29.27
60-79$34.55
80-99$55.64
For an unfamiliar product like a cordless keyboard,the random
number that the subjects were thinking of ended up impacting the
price they said theyd pay. The correlation between SS range and
price for this data set was an amazing (to me, at least) .52! (One
cautionary note before you start hanging posters with big numbers
all over your store: as with many of Arielys clever experiments,
this one used subjects who were answering a questionnaire, not
actually buying the product.)Presetting an AnchorOther experiments
by Ariely showed that anchors could be preset for unfamiliar items,
in that case a payment for listenting to an annoying sound. A
questionnaire that included, Would you be willing to listen to this
sound again for $.10 elicited lower bids than those subjects asked
the same question with a price of $.90.Starbucks and Avoiding
Anchor-ShockAriely includes some interesting speculation about the
amazing growth of Starbucks (notwithstanding its current woes). One
would expect that coffee is a well-anchored product. Coffee
drinkers are frequent consumers, and pricing at outlets like Dunkin
Donuts, McDonalds, and convenience stores have been mostly similar.
In its early years, how did Starbucks manage to thrive despite
having prices that must have seemed at odds with the expectations
of most consumers?First, Starbucks did its best to disassociate
itself from existing price anchors by redefining the product. The
stores offered a different ambiance, they were permeated by an
intense coffee aroma, the food items offered in glass display cases
were high-end pastry items, and so on. Even the products themselves
were distinct from other coffee vendors: the sizes werent small,
medium, and large, but rather tall, grande, and venti. You werent
buying a cup of coffee, you were buying a Caff Misto or a
Frappucino. All of this served to weaken the tie to anchor pricing
formed at other shops.Second, according to Ariely, repeated visits
to Starbucks served to establish a NEW anchor price for high-end
coffee products. Each purchase of $4 coffee strengthened that new
anchor point.Lessons for MarketersIts no big news to marketers that
customers may have specific price expectations for a product or
product category. If one can bring a product into that category
with a price lower than expected, it should be an attractive offer.
If ones product is premium priced, then it will be important to
separate it as much as possible from lower-priced products.The more
interesting challenge is how to deal with new products for which
consumers have no clearly established anchor price. Arielys
research shows that anchor pricing for such products is quite
fungible, and marketers would do well to avoid inadvertently
establishing a low anchor price. If a higher anchor price can be
established, then offers involving lower prices will be attractive
to consumers. Apples iPhone marketing has done a good job of using
anchor pricing to keep demand strong. When they first released the
iPhone, it was at a price of $499 to $599, establishing the initial
anchor for what the unique product should cost. To the chagrin of
early adopters, they dropped the price by $200 after only a few
months creating an apparent bargain and stimulating more sales.
When they introduced the iPhone 3G, pricing was as low as $199, and
they sold a million phones in three days.There are many reasons why
marketers start with a high price initially. One big one is to work
the demand curve, i.e., get a high price from the portion of the
market willing to pay that much before dropping the price to reach
a larger number of customers. A key benefit of this strategy for
new products, though, is thata high anchor price is established in
the minds of customers, making each subsequent reduction a bigger
bargain.Can marketers take advantage of irrational anchor
pricing?Would asking customers to think of a number between 90 and
99 while standing in line at a fast food restaurant make them
willing to pay more for a burger? Should stores hang posters of big
numbers by the checkouts? While Arielys work suggests that this
kind of irrational anchoring effect could exist, I wouldnt
recommend building a marketing strategy around such
techniques.Infomercials and Anchor PricingOne group of marketers
that seems to implicitly understand anchor pricing are the creators
of successful infomercials. Just about every one seeks to establish
a high anchor price for their usually unique or unfamiliar product
by saying things like, Department stores charge $200 for this kind
of product before making an offer at a lower price. They typically
proceed to add bonus products into the offer as well, so that the
new anchor price of their actual offer (Only $59.99 plus shipping!)
looks better and better. By the end of the pitch, the offer price
is not only far lower than the initial anchor but the offer itself
has expanded to include far more product. (I saw one yesterday
that, at the last minute, dropped the price by $5 for callers in
the next twenty minutes yet another exploitation of a favorable
comparison to a previously established anchor.)Marketers of all
types could do worse than studying the techniques of successful
direct marketers. The latter live or die by the success of their
commercials, catalogs, or websites, and if you see an offer
repeated time after time you can be certain that it is working.
7. To know about the quality management of Anchor.