CONTENTS

Description Page No.

Certificate 1

Acknowledgement 2

Executive Summary 3

Introduction to topic 5

Company Profile 9

Research Methodology 50

Analysis & Interpretation 52

Findings & Inferences 66

Conclusion and Recommendations 68

Limitations 72

Bibliography 73

Appendices 74

ACKNOWLEDGEMENT

It is the matter of great pleasure and privilege to be able to present this

project on “Marketing and advertising strategies used in Lloyds”.

The compilation of the project is a milestone in the life of the management

studentand its execution is inevitable with the co-operation of the project guide. I

wish to record a deep sense of respect and gratitude to my project guide, Dr. Niti

saxena for her encouragement to course of my work. Her encouragement to

course of my work. It is due to the enduring effort and guidance of my guide that

ultimately made it success.

I also take this opportunity to express my deep regards an d gratitude to

the external mentor Mr. Mohit Behal who gave us guidance to take up and

pursue the project .

I acknowledge my indebtness to various authors for making use of

valuable information liberally.

It is my proud privilege to express my deep sense of appreciation and

gratitude to my parents and friends for their support and co-operation in the

course of the project either directly or indirectly involved in time with their

valuable contribution.

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EXECUTIVE SUMMARY

Title -Marketing and advertising strategies used in Lloyds.

The objective of the project

1. To understand the marketing and advertising strategies of  Lloyd Electronics (Pvt.) Ltd

2. To analyze their strategies and its effect on the corporate profile of the company.3. To compare the strategies of Lloyd Electronics (Pvt.) Ltd4. with its competitors and to analyze its strengths.5. To realize the role being played by advertising and promotion on the sales

volume of the company.6. To understand the future trends in advertising and marketing in Lloyd especially

electronic segment.7. To Analyse the Advertising and Marketing strategies of competitors.

 

Research Methodology Data collection

The method adopted for this project is secondary method

Secondary data from websites, books, magazines etc.

ConclusionFrom the study it can be concluded that Lloyd has a very good market which comprises potential buyers but due to lack of basic promotion & publicity these buyers are not fully aware of the company. But most of thhe strategies used are effective.

Suggestions

Lloyd market should make little more efforts to trap the potential buyers, like Media Advertisement, Paper Advertisement, Seminars & Business Meets & building a good relationship with potential business, moreover friendly guidance.

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CHAPTER I INTRODUCTION TO THE TOPIC

Marketing and advertising strategy

A MARKETING STRATEGY in general sets a target market and a marketing mix. It is a "big picture" of what a company will do in some market in order to gain a competitive advantage.

A MARKETING PLAN is a detailed breakdown of your marketing strategy. It is a written statement of a marketing strategy with the time - related details as well as the marketing budget for carrying out the strategy.

It should spell out the following in detail: -

• what marketing mix will be offered;

• to whom (target market);

• for how long;

• what company resources will be needed at what rate;

• what results are expected (sales and profits).

DEVELOP A MARKETING STRATEGY

By now you should already:

• have decided on the nature of your business and you know that your business idea is

• feasible;

• have also identified your market and decided on your target market;

• know what the needs of your customers are and you have identified and assessed your

• Competition. Now you need to decide on:

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• the Product and Service to offer your customers; • how you will make your Products available to customers;

• how you will communicate the benefits of your Products and persuade customers to buy

Once you have defined your target market, you should have done this in your Marketing Feasibility Study, you can begin to design an advertising message. The advertisement should be built around a unique selling position, an essential consumer benefit of the product or service. Generally a good advertisement should attract attention, develop interest, create the desire to have the product or service (convince the reader), and get action. You can increase an advertisement's impact by applying the following principles:

• Design the message to reflect the image of the company.

• Plan the advert in advance to ensure consistent appearance and message.

• Use attention-getting techniques, value-packed words like free, save, you, new, bargain, or

• Testimonials from customers.

• Layout should be simple.

• Message should be short, direct, and built around a single idea.

• Choose colors carefully.

• Heading should grab the reader.

• Use illustrations that complement the product or service.

• Identify the shop clearly.

• Include the price - this is one of the most important considerations for many customers.

WHAT IS ADVERSTISING?

Advertiswing is a form of communication designed tp persuade potential customers to choose your product or service over that of a competitor.

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Successful advertising involves making your products or services positively known by that section of the public most likely to purchase them.

It should be a planned, consistent activity that keeps the name of your business and the benefits of your products or services uppermost in the mind of the consumer.

Why advertise?

The objective of advertising is to increase your profit by increasing your sales. Advertising aims to:

1. Make your business and product name familiar to the public2. Create goodwill and build a favourable image 3. Educate and inform the public4. Offer specific products or services5. Attract customers to find out more about your product or service.

The rules of advertising

There are four rules to consider when planning any advertising activity i.e before you prepare and book any form of advertising.

Aim – what is the primary purpose of the advertisement? Is it to inform, sell, produce listings or improve the image of your business?

Target – who is the target ? from which sector of the public are you trying to achieve a response? For example is it male, female, adult, teenager, child, mother, father, etc.

Media – bearing the aim and target in mind, which of the media availablecto you is the most suitable i.e. tv, radio, press or internet?

Competitors – what are your competitors doing? Are they successful? Can you improven their approach and beat them in competition?

Developing effective advertising Good advertisng generally elicits he following four responses :

Attention – it catches the eye or ear and stands out amid the clutter of competing advertisements.

Interest - it arouses interest and delivers sufficient impact int the message or offering.

Desire – it creates desire to learn more or crave ownership.

Action – it spurs an action which leads to achievement of ad’s original objective i.e. , it prompts potential customers to purchase or use your product or service.

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The Advertising Media Once you have designed your advertising message, the next thing to do is to select the media for optimum transmission of your message. There is no single formula for determining the ideal advertising medium to use, but there are several important characteristics, that make some media more suitable than they make others. When selecting advertising media, consider the following questions:

• How large is your company's trading area?

• Who are your customers and what are their characteristics?

• What are your budget limitations on promotions?

• Which media do your competitors use to advertise?

• Is continuity of your advertising message important?

• What is the cost involved?

Draw up a table with the different advertising media and list each medium's market coverage, type of audience, suitability, major advantage, and major disadvantage. Do not overlook the fact that labels, letterheads, packaging and vehicles can also be advertising media.

You will have to measure your advertising results.

Only if you measure the results of each advertisement, will you be able to eliminate ineffective advertising and concentrate on what works best. There are many methods of measuring results, such as

: • Asking your customers how they found out about your product or service.

• Keeping a record of telephone inquiries concerning a particular advertisement.

• Having a feedback mechanism such as coupons.

• Measuring the volume of store traffic after an advert.

• Judging the effectiveness by comparing sales of those items advertised with pre-advertised

• sale

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CHAPTER II

COMPANY PROFILE

The Lloyd Group (Brij Raj Punj Group) is a US$ 500 million group in India. The

group is recognized as the pioneer and well established name in the field of Air

Conditioning in India. The Group consists of many companies with diversified

portfolios with active involvement in many business ventures consisting of

manufacturing in Air Conditioning Industry, Chillers, Manufacturing of Heat

Exchange and Radiators, Sheet Metal Fabrication, Scaffolding &Formwork,

Structural Steel Fabrication, Pre-engineered Buildings (PEB), Cable and Storage

Management, Vehicle Variants like Load Bodies, Water Bourses, Petrol Tankers

and Light Recovery Equipment etc. Besides, it also has active stakes in the fields

of Information Technology (IT) and Development of Housing and Commercial

projects.

Global in vision and rooted in Indian values, the Group is driven by a

performance ethic pegged on value creation for its stakeholders. The Group’s

products and services offer distinctive customer solutions. Its state-of-art

manufacturing units and sectored services span throughout India.

The group consists of Fedders Lloyd Corporation Limited and Lloyd Electric &

Engineering Limited as its flagship companies and Perfect Radiators & Oil

Coolers Private Limited, PSL Engineering Private Limited, Airserco Pvt Ltd.,

Regal Infotech Ltd. and Lloyd Infotech Ltd. are the other key companies.

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LLOYD ELECTRIC & ENGINEERING LTD.

Achieving the highest quality standards and sustaining them over an extended

period of time has been the cornerstone of Lloyd Electric and Engineering’s

success over the past two decades. With an in-depth understanding of efficient

manufacturing processes and its customer requirements the company continues

to deliver a wide range of cost effective heat transfer solutions. With an eye for

detail & a collaborative approach with its clients, Lloyd has continuously raised

the standards for both product delivery and service support. This management

philosophy had lead to it become not just a dependable partner to some of the

leading global HVAC&R companies but also the preferred choice for their heat

exchanger needs.

With its extended capability to design, develop, manufacture & maintain highly

engineered HVAC systems for the Railway industry, Lloyd is uniquely positioned

in the mobile HVAC systems space as well as in the heat transfer industry. The

company’s strong track record in investing in the latest technology, state-of-the-

art equipments & training its workforce on regular basis has enabled the

company to attain a leadership position in each of the markets it operates in.

PROFILE

Welcome to Lloyd Electric & Engineering Ltd. With proven blend of value-added

engineering, leading edge technology, flexible production capacity, and individual

customer satisfaction that makes us the preferred supplier of high quality coils

and heat transfer products. Since 1989, LOYD ELECTRIC has evolved into a

world class manufacturer by providing product support that is unsurpassed in the

industry.

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THE GROWTH DIMENSIONS

Since 1989 ,Lloyd Electric has evolved rapidly and come to be respected as a

dependable supplier of high quality coils to original Equipment Manufacturers of

Heating, Ventilation, Air conditioning and Refrigeration equipment.

THE GROWING CLOUT

Today, Lloyd Electric and Engineering Limited is a publicly traded company with

its headquarters in New Delhi. It is the leading and largest producer of Coils /

Heat Exchangers (Fin and Tube type) in India, serving the entire spectrum of

HVAC & R industry in the country as well as OEM’s in North America, Europe,

Middle East and Australia. Lloyd Electric also manufactures Air conditioners for

the Indian Railways, Metro Rail and Buses at its Bhiwadi factory.

THE GLOBAL ASPIRATION

As part of its global aspiration and encourages by the preference it enjoys

amongst its international clientele, Lloyd Electric and Engineering LTD. acquired

Lloyd coils Europe s.r.o.. (formerly known as Luvatat Czech, SRO) facility in

Czech Republic in May, 2008. With this strategic acquisition the company has

entered the European Market, thus becoming a truly global with a truly global

range of activities and perspective.

LLOYD HISTORY

2008- Lloyd Electric and Engineering LTD. acquired Lloyd coils Europe s.r.o..

(formerly known as Luvatat Czech, s.r.o.) facility in Czech Republic.

2005- Manufacturing capacity of Air Conditioners being increased to 300

thousand per annum and company got UL Certification.

2004- Established new manufacturing facility in Kala Amb, Himachal Pradesh, for

window & split type Air Conditioners with capacity of 120 Thousand sets per

annum with Integrated Manufacturing of Coils, Suction Tubing & Discharge

Tubing.9

2002- Got ISO 9000 Certification and reached at the production capacity of 3500

coils per day and started exporting to Gulf countries & opened office in Dubai.

1997- Capacity Expanded To 1500 Coils Per Day & Developed Air conditioner

units for Railway Coaches.

1995- Largest Coil Manufacturer In India.

1994- Capacity Expanded To 900 Coils Per Day.

1990- Production Started with the capacity 300 Coils Per Day.

1987 - Year of Incorporation and Factory was set up in Bhiwadi, Rajasthan.

WHY LLOYD ?

Lloyd Electric & Engineering Ltd. has maintained highest standards of practices, principles and Corporate Governance policies. LEEL ensures highest standards for all its internal and external interactions complying with all applicable laws, rules and regulations, leading to effective management of the organization. The policies, processes and principles are reviewed periodically to ensure their effectiveness with respect to all the stakeholders of the Company. “We contribute to the development of an enriched networked society by offering our clients the very best options and delivering results that surpass their expectations.” The desire towards attainment of the highest level of transparency, accountability in all its interaction with its stakeholders has driven the Company’s philosophy to enhance overall enterprise value and retain shareholders' trust, over a period of time. The Company is committed to practice sound governance principles by the following strong business fundamentals:   

Transparency in all actions and operations by prompt dissemination of disclosures of all information required under various rules and regulations.

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Ensuring the excellence in performance at all levels by entrusting the responsibilities and accountability on the workforce.

Compliance with all applicable laws, rules and regulations.

Maintaining professionalism in the organization ensuring a qualified workforce being competent to execute their roles and functions.

Imparting training and Employees’ development is Company’s continuous focus to preserve honesty, integrity, respect, fairness, responsibility and overall cordial atmosphere in the Organization.

To secure and ensure interest of stakeholders including Shareholders, Customers, Suppliers, Lenders, Government and Society.

 At the same time, we also provide value to the patrons, shareholders, partners, society and employees. For this range of stakeholders, all with different interests, finding the proper balance of value is critical. We view efforts to maximize customer satisfaction (i.e., a conviction that customer service comes first) as the essence of the service industry, and believe that the success of these efforts will merge in the form of increased value for stakeholders. VISIONThe LLOYD story began with a simple vision – the vision of a societal and an empowered India, powered by Lloyd. This vision was driven by Lloyd commitment to customer, quality and excellence, and while doing so, maintaining the highest standards of ethics and societal responsibilities. Lloyd believes that the fastest way to turn that dream into a reality is by remaining focused on that vision. MISSIONLloyd believes in the expression of:Profitable Operations, integrity in thought and action, concern for people and human values.At the same time focuses on both extent and emerging realities:“To delight and deliver beyond expectation through ingenious strategy, intrepid entrepreneurship, improved technology, innovative products, insightful marketing and inspired thinking about the future.” STRATEGYIn the cutthroat world of today, it is only by taking recourse to advance planning and strategy that a business can hope to survive. This makes brand to focus on building a robust product portfolio across categories, exploring new markets, aggressively expanding the network and continuing to invest in brand building activities. And also there occurs a need for a bounded rationality, a spontaneity

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and improvisation that is flexible enough for scenarios both imaginable and unimaginable. LLOYD therefore has been driven by innovation in every sphere of activity. VALUESThe main focus is to provide the value to the customers by maximizing their level of satisfaction (i.e., a conviction that customer service comes first) as the essence of the service industry, and believe that the success of these efforts will merge in the form of increased value for stakeholders.

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CERTIFICATIONS

RADIATORS & OIL COOLERS

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ASSOCIATION OF AMERICAL

RAILROADSISO 14001:2004 CERTIFICATION

ISO 9001:2008 CERTIFICATION APPROVED BY BUREAU VERITAS

O

HSAS 18001:2007 CERTIFICATION

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HEAT EXCHANGER COILS ( EVAPORATORS & CONDENSERS )

CERTIFICATE OF PRODUCT RATINGS CERTIFICATE OF PRODUCT RATINGS

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BRAZER'S APPROVAL TEST CERTIFICATEUL PRODUCT SAFETY

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RAILWAY HVAC

IRIS EN15085

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PRODUCT LINE

HEAT EXCHANGERS

BENCHMARKS OF EXCELLENCE

Lloyd Electric and Engineering Limited (Lloyd Coils), the nation’s leading

manufacturer of fin and tube type heat exchangers for HVAC & R

applications, is technology-driven and Knowledge-based leader in its fields

of operation.Equiped with the most advanced equipment and machinery,

including from global leaders like Oak of USA and Hidaka of Japan, the

company’s formidable manufacturing infrastructure is driven by its team of

dedicated technocrats and professionals with a dynamism that is virtually

peerless.

ADVANCED EQUIPMENT AND MACHINERY

Computerised fin Lines, Hairpin Benders, Machanical Expander, Automatic

Brazing Machine, CNC Turret punch,press Brake, shear, CNC Pipe Bending

Machines, Pipe Flaring, Expanding, Beeding Equipment, Return Bend

manufacturing, Tig / Mig welding, Tin Plating and Painting apart from other

equipment required for manufacturing world class Heat Exchangers.

RAW MATERIAALS AND PROCESSES

Quality is not just a corporate or management jargon, it is a way of life at Lloyd

Coils. Focus on quality is intense right from procurement of raw materials to

production processes and from R & D to post-sales support services. With its

penchant for quality, the company’s factories have state-of-the-art facilities for

making Heat Exchangers of Aluminium and Copper fine with seamless smooth /

Grooved Tube, coupled with end plate and casing made of galvanized Iron,

Copper, Brass, Aluminium or Stainless steel.

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The fins produced are of impeccable quality with reflare position made of

plain, sine wave, V-waffle, slit, super slit and opposed Louver type.

Fin edge are either straight or ripple depending upon application.

All Coils are meticulously tested for leakages and passed through the heating

oven with hot air circulation for inside and outside cleaning of the coils.

Mechanical bullet expansion of copper tube to fin ensures efficient heat

transfer of evaporators.

WIDE RANGE OF APPLICATIONS

The Heat Exchangers manufactured at the company’s plants in Bhiwadi,

Rajasthan and Prague, Czech Republic have a wide range of applications,

including:

Window, Split and package A/C Systems

Commercial Refrigeration System (Visicooler, Bottle Cooler and Deep

Freezer)

Automobile-Buses / Car air conditioning

Railway air-conditioning and Marine air-conditioning

Telecom / Mainframe air conditioning

Special Application Coils

UNWAVERING ATTENTION TO DETAILS

Passion for details helps Lloyd Electric and Engineering Ltd., to stand out of

crowd. Being a painstaking set of activities, manufacturing of Heat Exchangers

necessitates unwavering focus on the minutest details at every stage. The Coils

are leak tested:

At 350 to 450 psi for smaller coils

At 550 psi for bigger coils

Dehydrated by hot and dry air and pressure changed with dry nitrogen, the

coils are safe from entry of moisture during storage and transit.

Latest software for coils design, vomplemented by state-of-the-art lab for

testing of coils and AC systems up to 15 Tonnes, ensure high quality

products that are perfect for their areas of application.

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Only the best quality raw materials are sourced from reliable suppliers across

the world for manufacturing coils, which adhere to globally accepted

standards:

Plain and internally grooved copper pipes of 9.52mm and 7mm outer

diameter.

Aluminium foil in blue/Golden colour with hydeophilic and bio (Health)

properties.

Casing and end sheets are of standard galvanized steel, Aluminium or

Copper/Brass.

RAILWAYS HVAC SYSTEMS

We are manufacturing Packaged Air-Conditioning Units for Railway industry

including AC units for Passenger Coaches (Long distance, EMU and Metro) and

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Locomotives. We are OEM supplier to Indian Railways and are supplying these

products to all the Rolling Stock manufacturing units of Indian Railways. The air-

conditioning units for Railways are supplied on turnkey basis i.e. design,

manufacturing, supplying, installation and maintenance.

We have pan India Service network and have presence at New Delhi, Mumbai,

Chennai, Bengalooru, Hyderabad, Lucknow, Jaipur, Guwahati and Kolkata for

maintaining the AC package unit installed on the rolling stocks.

 

 WINDOW / SPLIT AIR CONDITIONER

At our Kalaamb factory we are in the business of

manufacturing Window and Split Air

Conditioners and are OEM supplier to various

multi national companies in India. Here we have

state of the art assembly line for assembly and

testing for window and split Air Conditioners and have also backward integration

facility for manufacturing heat exchanger coils, tubing, capillary etc.

DRY COOLER

LLOYD ELECTRIC & ENGG. LTD. has started new Product line called as “DRY

COOLER”. As LLOYD is always committed in saving environment, Company has

launched this product which is a contribution to the mother earth and can save

100% Water by using Fresh Ambient Air, which is available free of Cost.

The Product has various applications and can be used in various segment such

as :-

Thermal Power Plants

Nuclear Power Plants

Industrial Water Cooling

Oil Cooling

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Cement Industry

Textile Industry etc.

In addition to this, the DRY COOLERS offered by LLOYD comes to you with

complete responsibilities of design, manufacturing, supplying, installation and

maintenance.

Please send us your specific requirements and we will be pleased to offer our

Product for your specific applications.

SUPPORT PRODUCTION LINE

PRESS SHOP

Standard galvanised, Steel Aluminium or Copper / Brass

SYSTEM TUBING & HEADER SHOP

We make Return Band, Distributors, Suction / Discharge Lines of different sizes

for our own use and for other customer as per

their drawings and specifications.

 

 

RADIATOR FOR DIESEL LOCOMOTIVES

Lloyd is a leading AAR (American Association of Railroads) manufacturer,

supplier & exporter of Mechanically Bonded ( Copper Brass ) radiators for diesel 26

locomotives. Leveraging our industry expertise, in depth product knowledge &

advanced research and development facilities we are able to deliver high quality

and cost effective solutions to our customers. Higher levels of heat dissipation &

optimum performance to weight ratio of our radiators enable better heat transfer

efficiencies and reduce manufacturing costs.

ALUMINUM HEAT EXCHANGERS

VACCUM BRAZED PRODUCT

Our Aluminum offering includes Vacuum Brazed Heat Exchangers and Oil

Coolers which are manufactured through a state of the art Vaccum brazing

furnace from a US supplier.

Our products also deliver higher structural strength with enhanced corrosion

resistance for a variety of applications.

CHARGE AIR COOLERS

Lloyd's Charge Air coolers provide maximum efficiency with an extruded tube

design to minimize pressure drop that helps to consistently maintain maximum

engine operating power. Furthermore, the durability of our Charge Air Coolers

stands up against heat, vibration, pressure, corrosion providing more

dependability & extended use.

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Oil coolers

Lloyd's Bar & Plate and Fn & tube Oil Coolers are suitable for all cooling needs.

All our Oil Coolers use high cooling performance fins & tabulators. We offer a

large variety of Oil Cooers suitable for different defense & industrial applications.

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The carefully worked-out maintenance system ensures functionality and

accuracy of the machinery. Our Burr-Oak fin presses, fin dies, expanders and

hairpin benders represent a reliable and highly productive manufacturing

base.

In operations and production, we always concentrate on Zero defects and the

coils are 100% leak tested.

In the coils, the quality is in details:

Quality fine give high air side heat transfer.

Special tubes give high tube side heat transfer.

Different surface treatment methods help to protect against corrosion,

condensing water problems etc.

Lloyd Electric and Engineering Ltd. design of headers and circuiting help to

protect the coils against vibrations.

At LLOYD ELECTRIC we work 24 hours a day, 7 days a week, on the continual

improvement of already applied processes and on the implementation of new

efficient solutions. The “continuous improvement mind set” is reflected in the

company's daily life as well as in the long-term processes for example, engaging

the principles of lean manufacturing.

MANUFACTURING FACILITIES

Lloyd Electric & Engineering Ltd has been successfully operating its Bhiwadi,

Rajasthan manufacturing facility for the past 23 years and has started second

plant in Kala Amb, Himachal for manufacturing heat exchangers & complete built

up window & split AC. This plant is located in no tax zone.

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PLANT - I (BHIWADI, RAJASTHAN)

Production lines:

» Coil Shop

» Rail Coach A/Cs shop

» Sheet metal fabrication

» System Tubing

1. Coil Shop

2. Railways HVAC Systems

3. Sheet Metal Fabrication

4. System Tubing

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PLANT - II (KALA AMB, HIMACHAL PRADESH)

Production lines:

» Coil Shop

» Window AC

1. Coil Shop

2. Window and Split AC

Assembly Line

Workforce

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skilled and qualified workforce has been Lloyd Electric’s key asset and has

helped the organization significantly improve productivity over the last 23 years.

We emphasis on training across all levels of the organization.

We encourage one on one relationship between workers and management.

We have achieved 30% improvement in productivity over the last 5 years.

We have employed 20% Engineering graduates across all functions.

We have qualified and experienced technical staff.

We boast of no industrial disputes since inception.

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RESEARCH METHODOLOGY

The study undertaken by me was regarding a detailed analysis ofMarketing and advertising strategies used in Lloyds.

Research Objective

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1. To understand the marketing and advertising strategies of  Lloyd Electronics (Pvt.) Ltd

2. To analyze their strategies and its effect on the corporate profile of the company.

3. To compare the strategies of Lloyd Electronics (Pvt.) Ltdwith its competitors and to analyze its strengths.

4. To realize the role being played by advertising and promotion on the sales volume of the company.

5. To understand the future trends in advertising and marketing in Lloyd especially electronic segment.

6. To Analyse the Advertising and Marketing strategies of competitors.

 

Types

Primary research consists of a collection of original primary data collected by the researcher. It is often undertaken after the researcher has gained some insight into the issue by reviewing secondary research or by analyzing previously collected primary data.] It can be accomplished through various methods, including  and telephone interviews in  or  and direct  in the, amongst others.

Secondary research (also known as desk research) involves the

summary, collation and/or synthesis of existing research rather

than primary research where data is collected from, for example, research

subjects or experiments.

Care should be taken to distinguish secondary research from primary

research that uses raw secondary data sources. The key is distinction is

whether the secondary source being used has already been analyzed and

interpreted by the primary authors.

IN THIS PROJECT SECONDARY RESEARCH HAS BEEN ADOPTED

Secondary sources:The Secondary data are those, which have already been collected and

being processed through the statistical process.

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Average monthly demand of Lloyd products

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Upto 10

We got the secondary data through

PREVIOUS TRANSACTION RECORDS-

i. We got the records of those people who have bought products from Lloyd.

ii. Through directory- We got the records of Exporters, Businessmen, architects etc.

iii. We got the records of those people who have already worked in Lloyd.

CHAPTER III ANALYSIS AND INTERPRETATION

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Inference

1. Customers buy from showrooms because of the service and

convenience. These are two main factors.

2. Customers are preferred to buy from the showroom because of they

think that these convenient store may provide good after sell service.

3. Customer also thinks that there is more chance to bargain and they can

get more discounts in these showrooms.

4. Price also a factor that attract the customer in these showrooms.

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27; 49%

16; 29%

7; 13%

5; 9%

Pricing factor affects to the customers

Very much

Almost

Less

No effect

49% retailers & distributors believe that price is the very much important affecting

factors to the customers, 29% retailers & distributors believe that price is almost

important affecting factors to the customers, 13% retailers & distributors believe

that price is the less important affecting factors to the customers , 9% retailers &

distributors believe that price is not important affecting factors to the customers.

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27; 49%

16; 29%

7; 13%

5; 9%

Pricing factor affects to the customers

Very much

Almost

Less

No effect

12; 22%

16; 29%14; 25%

4; 7%9; 16%

Important factors affects to the customers

Price

Quality

Brand

Availability

Advertisement

The price is the important factor at the time of purchasing a product, rest are

product, brand, availability &advertisement .

INTERPRETATION

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Most of the multinational companies launched their latest products in the

Indian market and the Indian companies were not found very far behind on

this front. Industry’s perception of the Indian consumer durable market in

terms of volume and product attributes has refined over a period of time.

Indian consumer looks for value for money in these products apart from

some peculiar product attributes. The Indian companies continued making

profit albeit at reduced margins. Demand has become technology driven.

Lloyd’s Marketing Strategies

The Indian Consumer Durable Industry did not look very promising when

Lloydcame in 1987 and the task to establish a new brand was more than

impossible. The reason were many – stiff competition from Strong local

brands and Global leaders trying to make dent, general slowdown of

economy and little exposure of consumers to Korean products. Then how

was it that Lloyd today is seen as a company, which has broken all barriers

into success? The reasons are easier said than implemented:

Aggressive Approach :

Lloyd’s entry had made market demanded exceptionally high level of

commitment & aggression to make it presence felt. Its wide from the fastest

launch of the widest ranges of consumer electronic and home appliances

products thereby ensuring a more evenly spread out sales composition.

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Effective Advertising Strategy:

By using correct positioning stance and appropriate media vehicles strong

concepts and USPs were developed – today Golden Eye is generic to

Lloyd’s TVs, split AC.

Consumer Buyer Beahaviour Study conducted by competition :

The study reveals that for perceived quality and image was very high Lloyd

was seen high on innovation (price technology)

It was also found that Lloyd was purchased by people who wanted the latest

and the technology.

Correct distribution strategy:

Calculated network expansion was undertaken with objective to nurture

existing dealers by improving dealer productivity and no aimless Network

Expansion was resorted to unless required. Today Lloyd can boast of the

highest dealer productivity in the industry.

Premium Pricing Policy:

Premium product should have a premium price this policy was adopted and

no compromise in pricing was made ever despite cutthroat price war.

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FINDINGS

The various findings are :

Lloyd market has done a little less efforts to trap the potential buyers, like Media Advertisement, Paper Advertisement, Seminars & Business Meets & building a good relationship with potential business.

No proper channel is made in which the distributors should supply products to sub distributors, then the sub distributors should supply products to the retailers or dealers. And finally it should reach to the customers through them.

Lloyd is a company positioned as manufacturer of innovative and world-class products

Lloyd is among the great chaebols (confederation of small industries) from India.

RECOMMENDATIONS41

The recommendations after the study are as follows :

Almost 50% of the Retailers and distributors contacted complained of the

services given. So satisfaction of these 50% of retailers and distributors is

necessary, so the company should take measures by service section to come up

to their expectations, following are the main suggestions to be followed by the

company to improve the sales.

Lloyd products price should be less.

Advertising material is not available there is a lack of pamphlets &

brochures for advertising.

Service should be improved.

Onsite service should be also improved.

Proper channeling of products from distributors to retailers.

Consistence policies should be followed regarding distributors.

Direct interaction between service members & dealers should be there.

Improve dispatch and delivery of goods.

Action must be taken if call is not attended after 24 hrs of registration

call.

There should be proper coordination between sales person & service

people, because the sales person says something else & the service

people do something else.

Many dealers are unaware of Lloyd products so it should be properly

supplied & made known to them.

The sale of Lloydproducts is not very good in Delhi, if above suggestion

will be positively accepted by the company then the day is not far when

Lloyd will be the best in this region.

Marketing

It has to give more warranty periods like other players do in the industry

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More Demonstrators are required for Lloyd Products.

Instead of go for a limited distribution network it has to build a wide channel

network.

 

Advertising & Public Relations:      The communication strategies for TV and air conditioners are not fruitful for the target segments.  So, there should be developed a new communication strategy for it.  Instead of going for clean clothes and longer life for clothes, the ad theme should target to the women’s or females, which other players do like Videocon & Whirlpool.  Because a lady in the family is the main buyer in purchasing the product.  So, a new USP was to be developed

CONCLUSION

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The Indian Consumer Electronics & Home Appliances Industry is traditionally

dominated by the inferior quality and sub-standard products.

People go for price while buying home appliances.

They seem unaware of the features needed in a standard white good.

Earlier mostly the white goods are manufactured to cater the present defined

demand are need.

The whole scenario got changed in the post liberalization era with the entry of

multinationals like Samsung, LG, and Sony etc.  Lloyd is among the great

chaebols (confederation of small industries) from India.

It has started its operation in India in May 1987 by opening a 100 % fully owned

subsidiary.

Lloyd is a company positioned as manufacturer of innovative and world-class

products.

Its growth strategy is based on sales and distribution network.

They have maintained a fast pace of growth since in the Indian market.

It has products in the categories of Heat exchangers, Railways HVAC systems,

Window / split Air conditioner window , Dry coolers, Support production line and

Radiators and oil coolers.

It has established a strong brand name standing apart in the consumer’s mind.

  Lloyd believes in honest pricing and not being gimmicks of discounts and price

reduction as lure. 

Their strength of marketing is consumer pool, good products and pricing power. Its product designs are centered on the middle & upper class and the ads

screened highlight the product features. Its employees are totally committed to quality and innovation. Lloyd’s corporate image is that of being the Digital leader of the new millennium.

.

LIMITATIONS

Many constraints were involved in doing this study. Some of them are as follows:

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1. Inability in meeting high marketing personnel in the concerned companies due to their busy schedule.

2. Information regarding stage of various products in the product life cycle is not available.

3. The information base is limited due to resource constraints.

4. The critical aspect like price could not be covered completely.

5. The other hurdles which I had to face, the secrecy of the company policies due to which complete information regarding financial position & salary and wage structure could not fully covered.

6. Areas of marketing research are not revealed by the company’s official.

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APPENDICES

BIBLIOGRAPHY

BOOKS:.

1. Kotler Philip: Marketing in New Millennium, Millennium Edition Prentince Hall of India, New Delhi.

2. C.R Kothari: Research Methodology; Wishva Publication, New Delhi.

MAGAZINES:-

1 Business world.2 Invest one 3 Business Today4 Offer Documents of Different Schemes.

NEWSPAPERS:-

1. Financial Time.2. Economic Times.

WEBSTIES:

www.lloydengg.com/history.html# www.moneycontrol.com/india/stockpricequote/consumer-goods-white-goods/lloydelectricengineering/LEE www.mylloyd.com www.google.com www.yahoo.com

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