INTRODUCTION

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Indian Electronics Industry

The electronics market is one of the largest in the world and is anticipated to reach US$ 400
billion in 2022 from US$ 69.6 billion in 2012. The market is projected to grow at a compound
annual growth rate (CAGR) of 24.4 per cent during 2012-2020.
The electronics sector consists of consumer and industrial electronics, computers,
communication and broadcasting equipment, strategic electronics and electronic components.
Total production of electronics hardware goods in India is estimated to reach US$ 32.7 billion in
FY13 and US$ 104 billion by 2020. The communication and broadcasting equipment segment
constituted 31 per cent, which is the highest share of total production of electronic goods in India
in FY13, followed by consumer electronics at 23 per cent.
The Government of India has set up Electronic Hardware Technology Parks (EHTPs), Special
Economic Zones (SEZs) and a brought about a favourable climate for foreign direct investment
(FDI). It has also increased liberalisation and relaxed tariffs to promote growth in the sector. In
addition, the government's National Electronics Policy 2012 aims to increase exports in the
electronic system design and manufacturing sector from US$ 5.5 billion to US$ 80 billion by
2020.
The growing customer base and the increased penetration in consumer durables segment has
provided enough scope for the growth of the Indian electronics sector. Also, digitisation of cable
could lead to increased broadband penetration in the country and open up new avenues for
companies in the electronics industry.
The following figures show these predictions graphically:

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India will have a lot of advantages in the future. These can be broadly classified into:
1. Growing demand
2. Attractive opportunities
3. Higher Investments
4. Policy support

The Indian Electronics sector is split in the following 6 sectors:

1. Consumer Electronics
2. Industrial Electronics
3. Computers
4. Communication and broadcasting equipment
5. Strategic electronics
6. Electronic components
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The following figure depicts the classification:

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ARISE INDIA
Arise

India is

an

electronics

equipment

company

based

in Delhi, India which

produces consumer electronics and household items. It was founded in 1995 by Avinash and
Amit Jain in Delhi. Arise India's business is mainly based in India.
Arise products include home appliances, lighting devices, entertainment products, personal
gadgets etc.

CORPORATE LEADERSHIP
Avinash Jain is the Chairman and MD of the company. He along with his brother Amit Jain has
spearheaded the growth and development of this company.

LATEST PRODUCT LINE

The Arise Divine LED TV for Android is a smart TV powered by the Android Jellybean 4.2 OS.

BACKGROUND
Arise India Ltd.is a leading manufacturer of Inverters, Batteries, Submersible Pumps, Monobloc
Pumps, Electrical Geysers, R.O. Systems, Ceiling Fans, and Room Coolers & Induction
Cookers. Over the time of 3 decades it has become the brand of choice for the discerning
customer of the country. The company has earned many accolades including recent recognition
as - Indias Most Promising Brand 2014 by WCRC (World Consulting & Research
Corporation) along with Ernst & Young (E&Y) ; Brand has also been awarded an ISO 90012008 certification by BSI London (United Kingdom), wherein most of the product range is ISI
Certified and have been honored with numerous awards and licenses.

Heralded by the visionary leadership of Mr. Avinash Jain, the Managing Director of Arise India
Ltd, the organization was founded in 1984, and has business concerns across different spheres of
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the Electronic & Electrical Industry. By harnessing and refining the world's latest technologies,
Arise India has been able to create a product range for the benefit of the customers as well as
consumers. It is this dedication to quality and adherence to strict processes with proper controls
and checks, which has resulted in Arise products acquiring the prominence of being proven,
reliable and truly the best in terms of technology & innovation. This product innovation and
consumer appeal has helped the organization in becoming a Rs.1250 crore entity with a robust
family strength which includes 55 branches, 12000 distributors and over 1 lac dealers. By virtue
of its reach across the country, Arise India Ltd. expects to generate a healthy revenue share of
Rs. 1500 crore in this financial year.
Today, Arise India Ltd. has become an established brand offering a wide bouquet of products
and services which is geared towards creating cutting-edge product innovations for the masses.
Its pioneering research and development centre, while on one hand, has been the incubator of
innovative technologies, and on the other, has been the one point contact for inducing customer
requirements in the organizations product lines. Companys state-of-the-art manufacturing
plants located at Sonipat & Kale Amb, creates a holistic intermingle of product understanding,
consumer requirements and distributing systems while delivering the best of product lines mated
with the latest in technology and manufactures best-in-class product lines including Monoblocs,
Submersibles Pump Sets, Batteries and more. Its product portfolio also includes products like
Solar Products, Batteries, UPS, Home Appliances, Kitchen Appliances, Mobile Devices and
more.

With an inherent tenet of manufacturing products which are cost-effective, low maintenance and
of international quality; Arise India Ltd. seeks to ensure that the product which rolls off the
assembly line is consistent, reliable and designed to give consumer years of trouble-free
performance. With an objective of providing world-class quality products, company
manufactures with stringent specifications and quality in accordance with the international
standards.
Serving customers through a well-bred network of branches & dealerships across the country, the
Brand critically ensures that its products & services reach every consumer in the country, in the
stringent of quality control measures. In addition to the 55 branch offices, the company has over
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12000 distributors and 1 lac dealers across the country and seeks to uphold the very best of
customer service with its cutting-edge range of products & services.

It is this commitment to consumer satisfaction that Arise India Ltd. has been awarded the 'Udyog
Bhushan Award' by the Society of Industry & Business Achievements. In the endeavor to seek
pertinent consumer satisfaction, Mr. Avinash Jains contribution can also not be undermined
wherein his being awarded the Pride of the Country award by Mr. I D Swamy, Hon'ble
Minister of State for Home Affairs, Govt. of India, and the Bharat Ratna Human Rights Award
by noted social activist Mr. Amod Kanth reiterates his industry stalwart ship.
It is Mr. Jains benevolence which is accentuated by his dedication towards the cause of
humanity and social welfare, wherein apart from creating a product line geared towards customer
excellence, he also seeks to make the world a better place by doing his bit for the society. As a
part of his Corporate Social Responsibility, Mr. Avinash Jain has adopted a mission of helping
homeless, lost and orphan children by finding their families & ensuring them a peaceful living. It
is in pursuance of the said cause that he initiated the Sweet Home Orphanage which seeks to
safeguard the future of such underprivileged children. The project Sweet Home was established
in 1996 in Najafgarh, New Delhi and today takes care of over 45 underprivileged children under
its wings. Children who are homeless, and are lost or orphaned are taken care at the Orphanage
which Mr. Jain oversees in his personal capacity. Mr. Jain ensures that such children get the
required education and become independent individuals, and are thus able to lead a healthy and
successful life ahead.
With the motto of serving the society through pioneering products, Arise India today diversifies
into varied sectors where the ideation is to engage greater consumers with the brand. It is in this
regard that Arise India Ltd. has associated itself with renowned platforms like Arise Asia Cup as
its Title sponsor, Indian Premier League (IPL) as its Principal Sponsor, association with
Bilateral Cricket series India Vs New Zealand, Film fare awards as its Associate Sponsor,
associated with popular Bollywood production houses like Balaji Telefilms - to name a few.

These consumer engagement initiatives have helped Arise India Ltd. in reaching out to

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consumers in the deeper pockets of the country, thus maximizing the reach of the brand even
across Tier II, III and IV markets.

GROWTH
In a bid to deepen its presence, a string of initiatives have been undertaken, including
augmenting water pumps capacity, launching sine wave home UPS solutions range, introducing
ABS-body water geysers, foraying into solar inverters and unveiling a new identity.

A lot of measures have been taken to consolidate the existing businesses and foray into new
product categories this year (2014-15). The company has invested a total of Rs 60 crores for
capex of Sonipat (60cr.) & Kala amb (40cr.) pump units, which enabled in rolling out 1,50,000
units of pumps per month, widening the companys agricultural range. This has been a major
achievement as now the company is geared to offer a complete range of domestic, industrial and
agricultural pumps.

Company has recently-introduced sine wave UPS solutions range for domestic consumers - after
working on it for the last three years to come up with a complete battery charging solution as the
charging depends on many external parameters, which are critical to its running. One of the key
parameters of the product range is to save energy while charging, which no other home UPS in
the industry can match.

The launch of the other two products namely, ABS-body geysers and solar inverters helped in
gaining an image of a durable and energy-efficient solution provider. A major problem with
geysers is that they suffer from corrosion and rust. This has been taken care of by bringing out
the product with ABS body, which will enhance its service life. Foraying into solar inverter has
put the company into a different league altogether, and provided an opportunity to cater to
educational, commercial and residential sectors that are transforming to renewable energy like
solar.

After redefining the electrical goods market, the company entered the dynamic television market
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with a range of world-class LED Televisions. Aimed at Tier II & III towns and cities, the latest
range brings the best television viewing experience to the consumers looking for cutting-edge
technology at the best affordable prices. The range is powered by innovative features like Eye
Protection Technology (EPT) - safeguarding eyes from growing irritation due to longer
television viewing; a host of connectivity features; eye catching colour profiles and much more.
The range includes a total of 8 models in various sizes, namely 16, 20, 22, 24, 32 (i), 32
(ii), 42 , priced between a bracket of Rs. 7490/- to Rs. 79,990/-

Operating for the last 30-years in the market, with growing interest in diverse products, it
became imperative to don a new look for the brand. Our old logo was being perceived by
customers as a company that manufactures only pumps. We worked with marketing
communications firm Percept India ltd. to develop the new logo in the year 2013, August. The
curve edged typography in the lower case of brand arise symbolizes youthfulness and freshness,
and the colour red in its background signifies energy, to connect with aspiring and informed
customers.
Such aggressive moves will certainly help the company to take the turnover to Rs 3000 crore by
2020. Rs 1250 crore were clocked last year (2013-14) and there is a confidence of touching the
figure of Rs 1500 crore in fiscal year 2014-15.

AWARDS AND RECOGNITION

Arise India Limited has been awarded with

India`s most promising brand 2014by Ernst & young & WCRC (Renowned brand
research firms) at a forum held in London.

India`s most promising leader 2014 to Mr. Avinash Jains by Ernst & young & WCRC.

UDYOG BHUSHAN AWARD by society of Industry & Business Achievements

PRIDE OF THE COUNTRY' awarded to Mr. Avinash Jain (Managing Director, Arise
India Ltd) by honorable minister of state for Home Affairs Govt. of India.

BHARAT RATNA HUMAN RIGHTS AWARD awarded to Mr. Avinash Jain by Shri
Amod Kanth 2012

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HARYANA RATNA AWARD awarded to Mr. Avinash Jain by H.E Mr. Shivraj Patil,

the hoble Governor.

KEY MILESTONES
Today Arise is a conglomerate with various product verticals in electronics and electrical goods
catering to the consumer needs and growing.

In 2014 Brands recognition as Indias Most Promising Brand 2014 (by WCRC &

E&Y) at a forum held in London, UK

Mr. Avinash Jain was recognized as Indias Most promising Leader 2014 (by WCRC &
E&Y) at a Forum held in London, UK

Sangams Mascot was launched by Bollywood stars Sonam Kapoor & Fawad Khan at
Siri Fort auditorium
In 2013 - Arise rejuvenated its identity and unfurled its new logo on 8th August to connote

& register its vibrancy in consumers mind & also to create a connect with its young
audience.
Brand launched its LED TV range too on 8th August13 with renowned celebrities like
Akshay Kumar, Ekta Kapoor, Sonakshi Sinha and Imran Khan.

Brands crowning achievement was in setting up of another Battery manufacturing plant

at Kala Amb, Himachal Pradesh, on 7th Dec, which is one of the sizeable manufacturing
plant in terms of its capacity, production & massive output.

In 2012 Mr. Avinash Jain was venerated with Haryana Ratna by H.E. Mr. Shivraj
Patil, the Hoble Governor.

Mr. Avinash Jain was glorified with Bharat Ratna Human Rights Award by Shri Amod
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Kanth.

To witness hefty turnovers & stronger positioning, brand augmented its product line with
LED TVs & thus setup its manufacturing plant at Rudrapur, Uttarakhand.

In 2011 - To grow further and ensure a stronger reach, Brand introduced a complete
range of Home Appliances, Kitchen appliances & Mobile Phones .

In 2009 Brand adverted with setting up of another manufacturing plant at Sonipat on

14th February.

In 2008 - To strengthen the brand and its infrastructure further, the Brand germinated its
manufacturing plant on 19th July 2008 at Kala Amb, Himachal Pradesh.

In 2007 - The brand test marketed a lot of other product lines like Home Appliances,
Kitchen Appliances, Gas Heaters & Mobile phones during this period.

In 2002 - Mr. Avinash Jain was awarded Pride of the country by Mr. ID Swami,
Honble Minister of State, Govt. of India.

In 1999 - Brand diversified its product line further by adding Inverters.

In 1996 Philanthropist at heart Lt. Smt. Sudesh Jain (Mother of Mr. Avinash Jain &
Mr. Amit Jain), always had this dream of serving the society and lend a helping hand to
the needy souls; To give shape to their mothers dream, both brothers along with their
family reshaped the land (existent since 1965, which always witnessed the playing kids &
needy women earning their livelihood via knitting & stitching) to an Orphanage named
Sweet Home Girls Ashram at Najafgarh,Tura Mandi, Delhi which supports 45
(approx.) girl children today.

In 1992 - Mr. Avinash Jain completed his graduation and purchased a 540 sq.ft. plot at
Palam (Delhi) which is the Registered Office for Arise India Ltd. today.

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In 1987 - Augmented their horizons by instituting, trading as well as manufacturing of

Water pumps, Monoblocs & Submersible pumps. Boasted a strong network of Dealers &
Distributors, too.
With all these efforts, thus a seed of Arise was sown on 2nd May.

In 1986 - A step ahead towards entrepreneurship, brother Mr. Amit Jain joined hands &
lent his acumen in fortifying the business growth. This way, both the brothers at their
innocent budding ages started walking on their dream-way to achieve heights & make
their name in the industry.

In 1984 - Mr. Avinash Jain at a budding age possessed a clear vision to become an
Entrepreneur - to pave a path for this journey, he bought a small space of 120sq.ft
(approx.) to run a hardware shop, in Palam, Delhi he was supported by his family
emotionally as well as financially.

MANAGEMENT
MR. AVINASH JAIN (MANAGING DIRECTOR)
Mr. Avinash Jain is appointed as the Chairman of International affairs Committee for
Asia & Pacific with PHD Chamber of Commerce & Industry
It is said that Success comes to those, who strive for excellence. This adage holds true for Mr.
Avinash Jain the Managing Director of Arise India Ltd.. He has today taken forward his family
business to create a Rs. 1250 crore global business legacy that has been recognized today as
Indias most Promising Brand 2014 and has also been awarded ISO 9001- 2008 certification by
BSI London, to name a few.
Today under Mr. Avinash Jains visionary leadership, who too has been acknowledged as
Indias most promising Leader 2014 by WCRC (World Consulting & research Corporation) &
Ernst & Young - Arise India has become the brand of choice for the discerning customer of the
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country. Mr. Jains forward looking acumen has led the brand to diversify into varied fields
striving to offer complete home solutions offers product bouquet comprising of - Inverters,
Batteries, Submersible & Monobloc water pump sets, Electrical Geysers, Pumps, R.O. systems,
Air conditioners, Mobile phones, LED Televisions, Android Televisions & complete range of
small Kitchen appliances. A philanthropist with a humane outlook, Mr. Jain is not only a
founder, President of the Orphenage The Sweet Home (laid in 1996) supporting around 50
children; But also propogates his social upliftment ideas via Social awareness platform called
Sangam paving a new future of the Sinless souls of society.

MR. AMIT JAIN (DIRECTOR- PRODUCTION, R&D)

Director at Arise India Ltd, Mr. Amit Jain handles the Production as well as the Research &
Development division of the organization. A Graduate in Commerce from Delhi University, Mr.
Jain has over 20 years of experience in the manufacturing industry, which brings out his intrinsic
capability of managing technicalities faced during everyday working of Arise India Ltd. Engaged
with the family business since his formative years, Mr. Jain has over the years assisted his elder
brother, Mr. Avinash Jain in the day-to-day business activities at Arise India Ltd.
His resoluteness and street-smart acumen has helped develop critical Research & Development
policies of the organization. Mr. Amit Jains astuteness and critical workmanship comes handy
in creating pioneering product lines for the Production & Service department, wherein he
oversees the departments everyday dealings himself.
A pioneer with a humane approach, Mr. Jain himself imparts training to the interns coming in
from various engineering colleges in his own unique way. This helps the impressionable interns
in becoming capable of facing professional challenges in the rigorous corporate environment of
today. Believing in maintaining strong employee relations by putting in the best of his efforts,
Mr. Jain strives towards equal opportunities for women. He believes in getting his women
employees at par with male employees, and thus has championed the tradition at Arise India Ltd.
of imparting them training at a similar level to make them capable & self-reliant.

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His attention to details is well-brought out by the fact that Mr. Jain aims to provide total security
to each and every employee of Arise India Ltd., where his endeavor is to provide the best
security to the plant employees who get free pick-up-and-drop facilities.

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SWOT ANALYSIS OF ARISE INDIA LTD.

Strengths

High level services

Knowledge of Indian market

Strong management team

Comprehensive range of products

Weaknesses

Not been fully able to position itself correctly

Average volume of branch network is low

Opportunities

Growing Indian market of cell phone, TV, water purifier etc.

People are becoming more knowledgeable to Arise India Ltd.

Technological changes leading to increase in sales of technological equipment

Increase of new branch network

Threats

Presence of many competitors

o In Cellphone domain strong competitors are like Samsung, micromax

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o In Water purifier range main competitors are like aquaguard, kent, etc.

Aggressive competition strategies used by the main companies

Economic uncertainty in global market

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RESEARCH
METHODOLOGY

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RESEARCH OBJECTIVES
To study and analyze the marketing mix strategies of Arise India Ltd.

Type of Study
The study is based on analyzing the marketing mix elements of the company by the researchers
based on self observations

Sources of data
The data is secondary in nature and has been taken from the websites

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MARKETING MIX
ANALYSIS

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Meaning of Marketing Mix

The marketing mix is a business tool used in marketing and by marketers. The marketing mix is
often crucial when determining a product or brand's offer, and is often associated with the four
P's: price, product, promotion, and place.
The marketing mix and the 4Ps of marketing are often used as synonyms for each other. In fact,
they are not necessarily the same thing.
"Marketing mix" is a general phrase used to describe the different kinds of choices organizations
have to make in the whole process of bringing a product or service to market.

The 4Ps are:

Product (or Service).

Place.

Price.

Promotion.

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PRODUCT
The product is either a tangible good or an intangible service that is seem to meet a specific
customer need or demand. All products follow a logical product life cycle and it is vital for
marketers to understand and plan for the various stages and their unique challenges. It is key to
understand those problems that the product is attempting to solve. The benefits offered by the
product and all its features need to be understood and the unique selling proposition of the
product need to be studied. In addition, the potential buyers of the product need to be identified
and understood.
The following questions will help to understand and define the product:

What does the customer want from the product/service? What needs does it satisfy?

What features does it have to meet these needs?

Are there any features that have been missed out?

Are any costly features included that the customer won't actually use?

How and where will the customer use it?

What does it look like? How will customers experience it?

What size(s), color(s), and so on, should it be?

What is it to be called?

How is it branded?

How is it differentiated versus the competitors?

HOW THE COMPANY IS USING PRODUCT STRATERGY?

Arise India Limited has an in-house production of Submersibles, Monoblocs, Inverters,
Batteries, Gas and Electric Geysers. Additionally, the company markets other world-class
products such as Online & Offline UPS Systems, CFL Lights, Ceiling & Ventilation Fans, R.O.
Systems, Water Dispensers & Purifiers, Gas Room Heaters, Air-Conditioners, Kitchen Hoods

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and Hobs, Electric Kettles and Induction Cookers. The company has also recently launched new
range of consumer electrical & electronic products and other appliances.
1) The customers have a wide range of products to choose from the whole.
2) Arise India limited has introduced first android LED TV in India.

3) The customers have now premium products and more warranty.

4) The consumers can now get door step delivery services all over India.
5) Arise product range has increased many a times thats why the company has made its
space in international market.
6) Characterized by continuous innovation and improvement.
7) Characterized by continuous efficiency and enthusiasm.
Kitchen appliances

Electric kettle

Juicer mixer grinder

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Mixer grinder

Blender

Halogen cooker

Pop up toaster

Induction cooker

Rice cooker

Sandwich maker

Phones
Arise is providing a lot of features to their phones and in a lot of variety. Customers are provided
with a lot of options.
Categories

QWERTY phones

Full touch phones

Android smart phone

Music phones with jukebox

Designer phones

Big battery

Tabs

It also provides a lot of features like:

Dual sim

Email

Touch

3G

Wifi

Bluetooth

Music player

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FM Radio

Camera

Video recording

Facebook/twitter/orkut

PLACE
Place or placement has to do with how the product will be provided to the customer. Distribution is a key
element of placement. The placement strategy will help assess what channel is the most suited to a
product. How a product is accessed by the end user also needs to compliment the rest of the product
strategy.

Where do buyers look for your product or service?

If they look in a store, what kind? A specialist boutique or in a supermarket, or both?

Or online? Or direct, via a catalogue?

How can you access the right distribution channels?

Do you need to use a sales force? Or attend trade fairs? Or make online submissions?
Or send samples to catalogue companies?

What do your competitors do, and how can you learn from that and/or differentiate?

HOW THE COMPANY IS USING PLACE STRATERGY

Arise India has pan India presence
It has its offices all over India:
East zone

Assam

Bihar

Jharkhand

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Orissa

Jharkhand

West zone:

Gujarat

Maharashtra

Rajasthan

North zone:

Faridabd (Haryana)

Rohtak (haryana)

Samalkha (Samalkha)

Jind (Haryana)

Himachal Pradesh

Jammu Kashmir

New Delhi

Punjab

Uttar Pradesh

Uttarakhand

South zone

Hyderabad (Andhra pradesh)

Raipur (Chattisgarh)

Chennai (Tamil Nadu)

Bangalore (Karnataka)

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Hubli (Karnataka)

Central zone

Madhya Pradesh

All these branches signify that the company and brand have a pan India presence .So people go
to physical stores to buy their required items and they have a proper knowledge of product.
These stores are present almost at every nook and corner may be it super market or local market.

Online selling
The company has its online store with the name of arisestore.com. Following categories of
products are available on this store.
1) Mobile phones
2) Home entertainment
3) Kitchen appliances
4) Home appliances
5) Inverters
6) Water pump and motors

The company sells its products online which helps the company largely. Through online selling
the company is able to make its presence count everywhere. It also results in good cost cutting
through online selling. Cost cutting implies that the company does not need to pay rent for brick
and mortar store. They can keep them in godowns and make delivery when the order comes.

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ARISE ONE
Arise was using traditional channels. But now the company has come with a new concept of
ARISE ONE. It is a different trade division based on shop in shop technique where consumers
can buy modern and premium products. Furthermore they will get quality service and extended
warranty.

Distribution channel
The company uses its own distributers. These distributers are almost present everywhere in
India. Some of them are:

Acumen technologies (Jammu)

Adhar shree (Patna)

Ahluwalia electronics (Amritsar)

Arihant agencies (Ranchi)

Arvind electronics (Hathras)

B G Trading Co (Gorakhpur)

Bansal enterprises (Rohtak)

Orbital electronics (Patna)

PRICE
Price covers the actual amount the end user is expected to pay for a product. How a product is priced will
directly affect how it sells. This is linked to what the perceived value of the product is to the customer
rather than an objective costing of the product on offer. If a product is priced higher or lower than its
perceived value, then it will not sell. This is why it is imperative to understand how a customer sees what
you are selling. If there is a positive customer value, than a product may be successfully priced higher

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than its objective monetary value. Conversely, if a product has little value in the eyes of the consumer,
then it may need to be underpriced to sell. Price may also be affected by distribution plans, value chain
costs and markups and how competitors price a rival product.

What is the value of the product or service to the buyer?

Are there established price points for products or services in this area?

Is the customer price sensitive? Will a small decrease in price gain you extra market
share? Or will a small increase be indiscernible, and so gain you extra profit margin?

What discounts should be offered to trade customers, or to other specific segments of

your market?

How will the companys price compare with the competitors?

HOW THE COMPANY IS USING PRICE STRATERGY

Customers can redeem loyalty points through products.

The company has a unique price policy all over India which ensures the product is sold at
same price all over India. There is no problem for fluctuation in price since the company
will be responsible.

Discount
Company helds Great Online Shopping Festival. It includes discount on products like:

60% off on home appliances

45% off on entire LED TV range

20% off on mobile phones

50% off on kitchen appliances

It also include some products at flat Rs. 299

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Iron

Pop up toaster

Sandwitch maker

Electric kettle

Cash on delivery is available to customers.

Facility of receiving offers and discount right into the inbox of consumers.

Free shipping for an order of above Rs. 500

Purchase can be made through a lot of options which include

Master card

Maestro

Visa

Internet banking

Provides a toll free number which is available 24 hours.

The company is providing its product with a wide range of price categories to cater to the
requirements of various customer segments. For example:

CELL PHONE
Cell phones with a lot of range of prices are provided. Like:

Rs. 2000 Rs. 5000

Rs. 5000 Rs. 10000

Rs. 10000 Rs. 20000

Rs. 20000 Rs. 40000

Rs. 40000 and above

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And the company keeps a price a little lower than its competitors.

PROMOTION
The marketing communication strategies and techniques all fall under the promotion heading. These may
include advertising, sales promotions, special offers and public relations. Whatever the channel used, it is
necessary for it to be suitable for the product, the price and the end user it is being marketed to. It is
important to differentiate between marketing and promotion. Promotion is just the communication aspect
of the entire marketing function

Where and when can you get across your marketing messages to your target market?

Will you reach your audience by advertising in the press, or on TV, or radio, or on
billboards? By using direct marketing mailshot? Through PR? On the Internet?

When is the best time to promote? Is there seasonality in the market? Are there any
wider environmental issues that suggest or dictate the timing of your market launch,
or the timing of subsequent promotions?

How do competitors do their promotions? And how does that influence the
companys choice of promotional activity?

HOW THE COMPANY IS USING PROMOTION STRATERGY

Recent months have been very good for arise India limited. By arranging different types of
meetings and gatherings and promotions it has strengthened the net of employees which were
scattered and has attached the customers with itself and has made a new identity for itself.
Believe in developing a brand and ready in market to avail the benefits.

Brand ambassador
Irfan khan is the brand ambassador for Arise India.

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Arise Oylmpus
Arise Olympus or the sports day is celebrated on 9th October. It is organized as an enjoyable and
successful sports day. It helps in promoting the brand.
Other games in this event are:

Cricket

100m and 200m race

Sack race

Tug of war

Breaking pyramid with ball

Lemon and spoon race

SPONSORSHIP

Arise Asia cup 2014 cricket

Arise was sponsors of Arise Asia Cup 2014.

Kings XI Punjab in IPL7

Arise participated in IPL7 with Kings XI Punjab all promoted the brand all over India.
It made its presence count on

Jerseys of Kings XI Punjab

Toss

Awards for best player

Branding in field

Special stands of arise

Telecast of fours and sixes

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Co sponsors in IIFA Awards Florida

Arise was co sponsors during IIFA Awards held in Tempa Bay, Florida. This award
ceremony was viewed by so many Indian crazy fans of bollywood.

Joining hands in movies like

MARRY KOM

EK VILLIAN

MAIN TERA HERO

RAJA NATWARLAL

CREATURE 3D

BHOOTNATSH RETURNS

By joining with these movies, the brand made its presence count.

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PUBLICATION OF ARISE TIMES

The company published the ARISE TIMES which was based on ARIES ASIA CUP 2014.

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RECOMMENDATIONS
& SUGGESTIONS

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RECOMMENDATIONS & SUGGESTIONS

Arise is making home appliances so it should innovate in some home appliances and
make it for elite class.

The company popularity is not much high since it is making differentiated products. It
should focus on one product and use mass marketing and penetrate that product in
market.

The company is spending in marketing sector but it should focus on some advertisement
which are unique and leave a strong impact on consumers.

The company performance is quite good but not much effective so it should bring its
products to market at low price so it make ground in market.

Should focus more on strengthening the relationship with customers as it plays a vital
role in retaining customers.

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CONCLUSION

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CONCLUSION

It is the research and awareness that guides the company in this highly competitive and volatile
world that is changing with every passing second. Arise has mushroomed in every nook and
corner adding to the satisfaction of the consumers by providing them a wide range of quality
products at reasonable rates. Arise has witnessed strong growth while crossing various
milestones. The company is striving to provide value to customers through every initiative it has
taken. Meeting customer expectations and ensuring their satisfaction at all time has been made
possible by the untiring efforts of Arise dealers, distributors and employees. Offering more than
2000 products, the company is looking forward to come out with more and more innovations and
serve the economy with the best of products and services. Also, the company has always realized
its social responsibilities and has been rendering its services to lost children, the homeless, aged
and widows by providing them a comfortable and peaceful living. In times to come the company
shall continue to offer the best in terms of products, services and more importantly values.

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BIBLIOGRAPHY

http://www.ariseindialtd.com/products.htm

http://www.ariseindialtd.com/aboutus.htm

http://www.ariseindialtd.com/newsletter.htm

www.ibef.org

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