UNIVERSITY OF MUMBAI

(FIFTH SEMESTER)

T.Y.B.M.S.

A PROJECT ON:

INVESTMENT BANKING

ACADEMIC YEAR:

2015-2016

SUBMITED BY:

GALA KRUSHEN

DILIP
 PROJECT GUIDE:

PROF. RAHIL DOSANI

DATE OF SUBMISSION:

25TH MARCH, 2019

MALINI KISHOR SANGHVI COLLEGE OF COMMERCE

AND ECONOMICS

J.V.P.D. SCHEME

VILE PARLE (WEST)

MUMBAI – 400 049

 DECLARATION

I , GALA KRUSHEN DILIP of MALINI KISHOR SANGHVI

COLLEGE OF COMMERCE AND ECONOMICS,

of T.Y.B.M.S. (Semester V) declare that I have completed this

project on the “MARKETING STRATEGIES OF GM” in the

academic year 2018 – 2019. The information submitted is true

and original to the best of my knowledge.

DATE OF

SUBMISSION

25TH MARCH, 2019 SIGNATURE OF STUDENT

(GALA KRUSHEN DILIP)

CERTIFICATE

This is to certify that GALA KRUSHEN DILIP of MALINI

KISHOR SANGHVI COLLEGE OF COMMERCE AND

ECONOMICS, of T.Y.B.M.S. (Semester V) has completed the

project on the “MARKETING STRATEGIES OF GM ”, in the

academic year 2018 – 2019. The information submitted is true

and original to the best of my knowledge.

____________________ ________________________

SIGNATURE OF PRINCIPAL SIGNATURE OF

PROJECT GUIDE

(DR. MRS. KRUSHNA GANDHI) (PROF.RAHIL

DOSANI)

_________________________ __________________

_________________
COLLEGE SEAL SIGNATURE OF BMS

CO-ORDINATOR

(PROF. NEHA

MEHTA)

_____________________________________

SIGNATURE OF EXTERNAL EXAMINER

ACKNOWLEDGEMENT
It has always been my sincere desire as a management student to

get an opportunity to express my views, skills, attitude and talent

in which I am proficient. A project is one such avenue through

which a student who aspires to be a future manager does

something creative. This project has given me the chance to get

in touch with the practical aspects of management.

I am extremely grateful to the University of Mumbai for having

prescribed this project work to me as a part of the academic

requirement in the Bachelor of Management Studies (BMS)

course.

I wish to appreciate the management and staff of Malini Kishor

Sanghvi College, BMS for providing the entire state of the art
infrastructure and resources to enable the completion and

enrichment of my project.

I wish to extend a special thanks to my project Guide Prof.

RAHIL DOSANI without whose guidance, the project may not

have taken shape.

Marketing Strategy of GM
What is a Marketing Strategy?
A marketing strategy is a business's overall game plan for reaching people and turning them into
customers of the product or service that the business provides. The marketing strategy of a
company contains the company’s value proposition, key marketing messages, information on the
target customer and other high-level elements.

The marketing strategy informs the marketing plan, which is a document that lays out the types
and timing of marketing activities. A company’s marketing strategy should have a longer
lifespan than any individual marketing plan as the strategy is where the value proposition and the
key elements of a company’s brand reside. These things ideally do not shift very much over time.

The Creation of a Marketing Strategy

A marketing strategy grows out of a company’s value proposition. The value proposition
summarizes the competitive advantage a company has in its market. The value proposition
usually provides the key message for all marketing. Walmart, for example, is a discount retailer
with “everyday low prices,” and its business operations and marketing revolve around that. A
company is never creating a marketing strategy from scratch.

Once the value proposition is succinctly stated, the hard work is done. Any marketing asset, from
a print ad design to a social media campaign, can be judged by how well it communicates the
value proposition. To further the efficiency of marketing efforts, market research can be added to
the marketing strategy for the purpose of identifying untapped audiences or refining the target
consumer. Finally, an overall goal for the marketing strategy can be set, with all the subsequent
marketing plans inheriting the responsibility for delivering on it. These can be concrete, bottom-
line goals such as increasing sales or something less direct like climbing the ranking of trusted
providers within the industry.

Marketing plans are operational documents that get more attention because they are the day-to-
day work that a company does to sell itself to the world. That said, a marketing plan would be
meaningless without a message, a target market and a goal — the core of every marketing
strategy.
Developing marketing goals and objectives
Whereas the vision and mission provide the framework, the "goals define targets within the
mission, which, when achieved, should move the organization toward the performance of that
mission."[106] Goals are broad primary outcomes whereas, objectives are measurable steps
taken to achieve a goal or strategy.[107] In strategic planning, it is important for managers to
translate the overall strategy into goals and objectives. Goals are designed to inspire action and
focus attention on specific desired outcomes. Objectives, on the other hand, are used to measure
an organisation's performance on specific dimensions, thereby providing the organisation with
feedback on how well it is achieving its goals and strategies.

After setting the goals marketing strategy or marketing plan should be developed. The marketing
strategy plan provides an outline of the specific actions to be taken over time to achieve the
objectives. Plans can be extended to cover many years, with sub-plans for each year. Plans
usually involve monitoring, to assess progress, and prepare for contingencies if problems arise.
Simultaneous such as customer lifetime value models can be used to help marketers conduct
"what-if" analyses to forecast what potential scenarios arising from possible actions, and to
gauge how specific actions might affect such variables as the revenue-per-customer and the
churn rate.
GM MODULAR

GM Modular Pvt Ltd established in the year 2000 Mumbai, Maharashtra.

Company is constant innovator and market leaders in switches and other home electrical
accessories, made imaginative products that transformed people’s lives tremendously.

SwitchRanges:
Gmagic, Four Five

Display Center:
G6, Laxmi industrial estate, link road, Andheri West, Mumbai, Maharashtra – 400053

About GM

We have been catering better lives to our customers across the country. Gm as company
introduced innovation that incorporates advanced and imaginative products that transformed
peoples life tremendously. We believe in constant innovation and we are the market leaders in
switches and other home eletricals products.
OUR PHILOSOPHY AS SWITCH-MAKERS .

Back in 1979, things were much simpler. Fuel prices weren’t so high. Roads weren’t as good.
Government jobs were the
priority. There was more time. There was lesser pollution.

It was at a time like this that we first started off with GM as a retailer for a few of the leading
electrical brands in the
country. Over time, we ventured into manufacturing wires and urea switches. The demand for
these was tremendous and
luckily made us widen our scope. And today we’re one of the top switch manufacturers in the
country. Our vision was
simple – to create switches and electrical systems that make a difference to the lives of Indian
consumers. And we’ve lived
up to it, we believe. Along the journey, we’ve successfully launched various product ranges.

Our philosophy as switch-makers, is to put in all our efforts into the latest technology and finer
details. So right from
market research, to the final product, we make sure that ample time is spent on every process in
between, however big or
small. Because that’s the only way to making the most perfect products.
MODERN MANUFACTURING

GM Electricals has manufacturing facilities at multiple locationsinIndia. All units are equipped

with state-of-the-art manufacturing machinery and fully-equipped testing laboratories.

The positive response from the market for these products spurred the company to widen its scope
of activities over the next few decades.

Over the years, the company successfully launched a series of product ranges including which
have become hugely popular with users across the country. Over the last decade, the company
has diversified into the manufacturing of MCBs, Distribution Boards, Wires, Cables, CFLs,
Home Automation Systems and LED lights.
Indian Modular Switch Market Overview:
Indian Modular Switch Market is expected to garner $1,595.0 million by 2022, registering a
CAGR of 22% during the forecast period 2016-2022.
Modular switches are an advanced version of conventional switches, which cater to the
increasing need for safety and aesthetics among individuals. These switches provide added
safety, customization, variety, and other novel features as compared to traditional switches. Easy
availability of these modular switches at affordable prices in the Indian market has increased
their adoption in various applications across verticals such as commercial and residential
buildings, IT & telecommunication sector, hospitality, healthcare, retail, and others. The key
players in the market are focused on developing technically advanced modular switches at
affordable prices. The rapid boom in the construction sector in India has created huge growth
opportunities for market players. In 2015,
The key players operating in the Indian modular switch market promote their products through
digital and physical modes of advertisements.
Online Marketing
In the recent past, penetration of Internet in India and purchase of products through e-commerce
portals have increased rapidly. Modular switch marketing through company websites, social
networking sites, and e-commerce portals, such as IndiaMART and Urjamart have enabled key
players to increase their presence among online customers. In addition, major players have
focused on expanding their online distribution network to improve their customer services and
sustain the market competition.
Television (TV) Advertisement
TV is one of the most effective advertising media platforms in India. In terms of key
performance metrics including new customers and sales, advertising through TV outperforms
other marketing media such as digital marketing and other offline marketing. Major players, such
as Havells and Anchor have heavily invested in TV advertisements to promote their brands.
Physical Modes of Advertisement
Brand promotion via local newspapers helps companies to promote awareness about their
products among the populace. Business-to-business exhibitions and campaigns are anticipated to
enable these players to gain a competitive advantage in the market.
Thus, key players are expected to promote their products through effective and innovative online
videos, social media campaigns, and email message campaigns. In addition, promotions through
corporate gifts help prominent players to expand their presence, especially in the
commercialsector.
Indian Modular Switch Market: Sales Offices of Key Players, By Region

Get more information on this report : Request Sample Pages

Currently, Anchor by Panasonic has the largest number of modular switches sales offices pan
India. Furthermore, Anchor by Panasonic has the maximum numbers of sales offices, i.e., 21 in
West India as compared to other regions.
The Indian modular switch market is segmented based on sales channel into direct sales, sales
through intermediaries, and online & dual distribution. In India, sales through intermediaries
mode plays a vital role in reaching out to maximum number of customers across various cities.
Moreover, these intermediaries play a crucial role in the sales of modular switch brands in India.
As per AMR analysis, about 15.0% purchases out of every 100 purchases are directly or
indirectly influenced by retailers and other intermediaries. Thus, key players offering modular
switches have focused on expanding their distribution networks across the country. For instance,
Legrand has 600 dealers and 7,400 retailers in India; Havells has a network of 2,500 dealers and
100,000 retailers; whereas GM has 5,000 dealers and 450,000 retailers.
In terms of geography, South India is anticipated to dominate the market by 2022, owing to
increase in construction of new malls and other real estate projects in the region. In addition,
supportive government initiatives along with attractive FDI policies have encouraged and
attracted international retailers to enter the Indian market. This is anticipated to increase the
development of malls and retail stores in India, due to increasing demand for durable and
aesthetic modular switches. Thus, these factors are expected to drive the market growth and
create opportunities for modular switch manufacturers.
Competitive intelligence of prominent modular switch manufacturers provides key insights in
terms of strategies implemented by them to improve their market shares. Some of the leading
manufacturers profiled in this report include Havells India Limited, Legrand, Anchor Electricals
Pvt. Ltd. (Panasonic Corporation), GM MODULAR, Koninklijke Philips N.V., Schneider
Electric SA, Wipro Lighting, ORPAT Group, ABB Group, and KOLORS.

Indian Modular Switch Market: Top Impacting Factors

Increasing Concerns Towards Industrial Safety

Increasing safety and security concerns among end users has increased the adoption of modular
switches among customers. Furthermore, low-income groups are inclined towards installing low-
priced, childproof, flame-proof modular switches at their residences. Furthermore, the adoption
of smart and attractive modular switches among end user verticals is anticipated to increase in
the near future. Thus, the overall impact of this factor is projected to increase by 2022.
Obligatory Regulations by Governing Organizations
Implementation of government norms and regulations to minimize mishaps due to lack of
maintenance of electronic products has encouraged end users to deploy safe and durable modular
switches. This factor is anticipated to play a crucial role in the adoption of modular switches
among various end users verticals, especially in the industrial and commercial sectors.

Rapid Growth in Real Estate Industry

Construction activities in India is projected to grow at a significant rate. Moreover, government
rules and regulations regarding the installation of modular switches in residential and
commercial establishments and growing inclination of end users towards feature-laden modular
switches are anticipated to encourage builders and contractor to deploy modular switches in their
construction projects. Hence, the impact of this factor is projected to increase during the forecast
period.

Key Benefits

 The report includes an extensive analysis of the factors that drive and hamper the growth
of the Indian modular switch market.
 The report provides quantitative as well as qualitative trends to help stakeholders in
understanding the prevailing market scenario.
 The report provides in-depth analysis of the key market segments based on price level,
sales channel, and verticals to understand the regional market trends.
 Competitive intelligence of the market highlights the business practices followed by the
companies operating across various regions.
Indian Modular Switch Market Key Segment
The Indian modular switch market is segmented:

By Sales Channel

 Direct Sales
 Sales Through Intermediaries
 Online and Dual Distribution

By Price Level

 Low Level ($5 and Below)

 Medium Level (Above $5$10)
 High Level (Above $10$20)
 Premium Level (Above $20$30)
 Luxury Level (Above $30)

By Vertical

 Residential
 Industrial
 Commercial
o Hospitality
o Healthcare Sector
o Retail Sector
o IT & Telecom Sector
o Others (Government, Educational Institutions)

By Region

 North India
 East India
 West India
 South India
 MARKETING STRATEGIES

Meaning:-

The marketing strategy is the means of achieving the corporate objectives.

• It gives messages to the stakeholders, or publics. It says:

▪ "This is where we are going", and
▪ "When we will get there", and
▪ "This is our stance".

Types of Marketing Strategy:-

• One of the most fundamental issues which a company must decide on is the type of
marketing strategy, or approach, that they will adopt.
There are three basic marketing strategies which any company can follow:
Undifferentiated marketing
Differentiated marketing
Concentrated marketing.

Undifferentiated Marketing:
Here there is a standard, unchanged product and a standard, unchanged marketing effort.
This strategy can reduce costs (e.g. marketing, production) but will encounter wastage in
promotional activity and possibly in distribution.
Differentiated Marketing
Here the company segments its markets and offers modified products to different
segments.
The marketing mix elements will also be modified to suit the requirements of the chosen
segments.

Concentrated Marketing
Here the total marketing effort is aimed at one market segment.
➢ This strategy is really aimed at the exploitation It is common for organisations with a
diverse product range to use a combination of all three strategies for different parts of
their product mix

 of a limited market area and tends to be used by those companies who have highly
specialised products. It is "niche marketing" by another name.
Different types of marketing strategies used by Gm

1. Paid advertising
This includes multiple approaches for marketing. It includes traditional approaches like TVCs
and print media advertising. Also, one of the most well-known marketing approach is internet
marketing. It includes various methods like PPC (Pay per click) and paid advertising.

2. Cause marketing
Cause marketing links the services and products of a company to a social cause or issue. It is also
well known as cause related marketing.

3. Relationship marketing
 This type of marketing is basically focused on customer building. Enhancing existing
relationships with customers and improving customer loyalty.

4. Undercover marketing
 This type of marketing strategy focuses on marketing the product while customers remain
unaware of the marketing strategy. It is also known as stealth marketing.

5. Word of mouth
 It totally relies on what impression you leave on people. It is traditionally the most
important type of marketing strategy. Being heard is important in business world. When
you give quality services to customers, it is likely that they’d promote you.

6. Internet marketing
 It is also known as cloud marketing. It usually happens over the internet. All the
marketing items are shared on the internet and promoted on various platforms via
multiple approaches.
7. Transactional marketing
 Sales is particularly the most challenging work. Even for the largest retailers, selling is
always tough especially when there are high volume targets. However with the new
marketing strategies, selling isn’t as difficult as it was. In transactional marketing the
retailers encourage customers to buy with shopping coupons, discounts and huge events.
It enhances the chances of sales and motivates the target audience to buy the promoted
products.

 8. Diversity marketing

 It caters diverse audience by customizing and integrating different marketing strategies. It

covers different aspects like cultural, beliefs, attitudes, views and other specific needs.

 Television (TV) Advertisement

 TV is one of the most effective advertising media platforms in India. In terms of key
performance metrics including new customers and sales, advertising through TV
outperforms other marketing media such as digital marketing and other offline marketing.
Major players, such as GM and Anchor have heavily invested in TV advertisements to
promote their brands.

 Online Marketing
 In the recent past, penetration of Internet in India and purchase of products through e-
commerce portals have increased rapidly. Modular switch marketing through company
websites, social networking sites, and e-commerce portals, such as IndiaMART and
Urjamart have enabled key players to increase their presence among online customers. In
addition, major players have focused on expanding their online distribution network to
improve their customer services and sustain the market competition.

 Physical Modes of Advertisement

 Brand promotion via local newspapers helps companies to promote awareness about their
products among the populace. Business-to-business exhibitions and campaigns are
anticipated to enable these players to gain a competitive advantage in the market.
Some of the other modes of advertising are as follows

Newspaper

Newspaper advertising can promote your business to a wide range of customers. Display
advertisements are placed throughout the paper, while classified listings are under subject
headings in a specific section.

You may find that a combination of advertising in your state/metropolitan newspaper and your
local paper gives you the best results.

Magazine

Advertising in a specialist magazine can reach your target market quickly and easily. Readers
(your potential customers) tend to read magazines at their leisure and keep them for longer,
giving your advertisement multiple chances to attract attention. Magazines generally serve
consumers (by interest group e.g. women) and trade (industry/business type e.g. hospitality).

If your products need to be displayed in colour then glossy advertisements in a magazine can be
ideal - although they are generally more expensive than newspaper advertisements.

Magazines do not usually serve a small area such as a specific town. If your target market is only
a small percentage of the circulation, then advertising may not be cost-effective.

Radio

Advertising on the radio is a great way to reach your target audience. If your target market listens
to a particular station, then regular advertising can attract new customers.

However, sound has its limitations. Listeners can find it difficult to remember what they have
heard and sometimes the impact of radio advertising is lost. The best way to overcome this is to
repeat your message regularly - which increases your costs significantly. If you cannot afford to
play your advertisement regularly, you may find that radio advertising does not generate strong
results.
RETAIL MARKETING

Statement of Problem

Retail marketing is the range of activities undertaken by a retailer to promote awareness and
sales of the company’s products. This is different from other types of marketing because of the
components of the retail trade, such as selling finished goods in small quantities to the consumer
or end user, usually from a fixed location. Retail marketing makes use of the common principles
of the marketing mix, such as product, price, place and promotion. A study of retail marketing at
university level includes effective merchandising strategies, shopping and consumer behavior,
branding and advertising. Retail marketing is especially important to small retailers trying to
compete against large chain stores.
Objective

 To have an exposure of the market environment.

 To understand the extent to which the theory matches with the actual practices seen in the
market.

 To make an analysis of the organization’s performance.

 To study the relevance of Havells in the electrical industry in Ernakulam.

 To get clear idea regarding their services and their products.

1.3 Importance

Through the years retailing has evolved, competition has gotten stiff and therefore marketing
has become more integral in the direct selling of wares. From specialty mom-and-pop shop to
mass-merchants, the methods by which stores are getting their products into the hands of
customers are evolving. Because customers have more choices, stores have to reach them with
advertising, entice them with promotions, and secure them with branding, hence the ever-
growing need for marketing in retail outlets.
Retail marketing is important to keep consumers updated on new local available products as
well as promotion of incentive sales for customer growth and retention. Retailing in India is one
of the pillars of its economy and accounts for 14 to 15 percent of its GDP.

1.4 Research Methodology

 PRIMARY SOURCES

Primary sources are those data which are collected by the researcher for the first time. It is fresh
in nature and is specially designed to fulfill the requirement of the problem in hand. Survey
method was used as means to collect information and questionnaire was used as a medium to
record the information, the data was directly collected from the respondents through the survey
method with the help of questionnaire, which will be further processed with Microsoft excel and
analysis in form of charts, calculations and statements will be used.
  SECONDARY SOURCES

Secondary sources of information are that information which is gathered earlier for some other
purpose. In these study secondary sources such as web page references, publications, etc were
used.

Sample size

The study sample constitutes 50 respondents.

Sampling Area

The study is conducted in the Ernakulam district.

Research period

The research period of the study has from 20th June to 20th July.

1.5 Scope

This study emphasis in the following scope:

 It motivates carrier growth.

 It helps to reach all the target customers.

 The shopping time of the customers increases.

1.6 Limitations of the Study

 To understand the organization and study its various functions and ups and downs a
period of 30 days is not enough.

 Time consuming process.

RETAIL MARKETING

Definition

Retailing is defined as a conclusive set of activities or steps used to sell a product or a service to
consumers for their personal or family use. It is responsible for matching individual demands of
the consumer with supplies of all the manufacturers. The word ‘retail’ is derived from the
French work retailer, meaning ‘to cut a piece off’ or ‘to break bulk’.

Retail marketing is comprised of the activities related to selling products directly to consumers
through channels such as stores, malls, kiosks, vending machines or other fixed locations,
according to the Free Dictionary. In contrast, direct marketing to consumers attempts to
complete a sale through phone, mail or website sales.

The successful implementation of the components of the traditional marketing mix (product,
place, price and promotion) is essential for success in retail marketing. The savvy marketer
must have a thorough understanding of his or her customers to answer the questions that are
implied by each of the 4 P's.
Product

A retail business typically opens within a specific business category, such as men's clothes. The
retailer must decide questions relating to price range, fashion and selection. All of these issues
are answered by the assumptions that the retailer makes on the products most likely to attract
his targeted customer base. The ability to match products and customers is as much art as
science.

Place

Factors such as whether the store location is near the target customer, offers easy access and
exit and is highly visible on a well-travelled street are vitally important in the selection of a store
location.

The perceived quality of the physical structure is also important. Customers expect expensive
items to be sold in an upscale environment. Low-cost items might fare better in a location
where consumers are accustomed to purchasing those bargain items.

Price

Pricing is a complex process that combines finance with human psychology. If consumers
believe that a product is priced too high, they may refuse to buy. If a product seems to be
priced too low, they may suspect the product quality.

Additionally, a retailer typically sets price expectations as she develops her brand. If the brand
is positioned as discount, the merchant must stay consistent with pricing decisions or risk
customer confusion about the store's brand identity.

Promotion

Retail marketing is dependent on in-store traffic. Marketers must make effective use of
promotions to ensure a steady stream of existing and new customers visit a retail stores. The
retailer's selection of promotional channels is dictated by many factors including local
competitive environment, profit margin on sales and total volume of sales. Each dollar spent in
promotions must result in additional sales, or profit margins shrink to dangerous levels.
The Indian Retail Market

Indian market has high complexities in terms of a wide geographic spread and distinct consumer
preferences varying by each region necessitating a need for localization even within the
geographic zones. India has highest number of outlets per person (7 per thousand) Indian retail
space per capita at 2 sq ft (0.19 m2)/ person is lowest in the world Indian retail density of 6
percent is highest in the world. 1.8 million households in India have an annual income of over
45 lakh (US$77,400.00).

While India presents a large market opportunity given the number and increasing purchasing
power of consumers, there are significant challenges as well given that over 90% of trade is
conducted through independent local stores. Challenges include: Geographically dispersed
population, small ticket sizes, complex distribution network, little use of IT systems, limitations
of mass media and existence of counterfeit goods.

The Indian retail industry has been thrown open to foreign majors and is packed with players
who strive to offer great products and value-for-money to Indian consumers. The country holds
vast promise for retailers with its burgeoning spending power and rising middle class.

The US$ 500 billion market, growing at an annual rate of about 20 per cent, is largely dominated
by small shops and stores as of now. The organised segment is in its nascent stage and has huge
potential to harness in the sub-continent. Foreign giants like Wal-mart and IKEA have recently
received the Government’s nod to enter the Indian market, after making all the necessary
compliances.

Market Size

 India’s retail market is majorly dominated by the unorganised sector. Organised segment
accounts for 8 per cent of the total retail landscape, according to a study by Booz & Co
and RAI.

 The Indian retail industry has expanded by 10.6 per cent between 2010 and 2012 and is
expected to increase to US$ 750-850 billion by 2015, according to another report by
Deloitte. Food and Grocery is the largest category within the retail sector with 60 per cent
share followed by Apparel and Mobile segment.
  The foreign direct investment (FDI) inflows in single-brand retail trading during April
2000 to December 2012 stood at US$ 95.36 million, as per the data released by
Department of Industrial Policy and Promotion (DIPP).

Online Retail

Internet is the buzzword in India these days. People have online access 24x7 through their
laptops, iPads and mobile phones. As a result they have continued access to online retail markets
as well.

Online retailers are emerging as important sales channels for consumer brands in India as more
and more people, especially the young generation, are shopping online. From apparel to
accessories, kids and infants’ product lines and almost everything under-the-sun is available on
the net these days. Apparel and accessory brands, such as Puma, Nike and Wrangler, have
recorded a big increment in online sales in 2012, led largely by purchases from smaller towns
and cities with consumers paying the full price for these products.

For instance, footwear brand Nike has tie-ups only with online retailers such as Myntra and
Jabong. And in a very unique initiative, it recently launched its new range of cricket gear on
Jabong. Such partnerships turn out to be very successful as online retailers provide greater
visibility than a physical store. "Our online store can carry around 10,000 options, while an
offline store can carry only 20 per cent of a given range," said an official.

Online retail in India is projected to grow to US$ 76 billion by 2021, accounting for over 5 per
cent of the Indian retail industry, according to a report by advisory services firm Technopak.
This forecast is encouraging more companies- big and small- to sell aggressively online. Experts
believe that much of this growth will come from the rising purchasing power of consumers in
smaller cities, who do not have access to brick-and-mortar stores stocking high-end brands.
Different types of products available with gm
1 fourfive MODULAR switches

Modular Switches are specially designed polycarbonateswitches with new sleek design. It gives
not only value to customers but also the quality. These switches are made of fire retardant
material which offers protection against fire.
Gm products represent a fine blend of Art & Science.
Designing aesthetically appealing products by maintaining high level of Engineering Excellence.
GM Modular Switches are preferred choice for homes, offices and the industry.
ZENOVA SWITCHES

GM ZENOVA MODULAR SWITCHES Gives a finest balance between function and form.The
idea of how a switch should be has transformed to and idea of how a switch could also be.The
completely Flat Form of the mechanical switches has redefined norms completely. Its brilliant
functions adds ease to life and spurs luxury in daily living.
TOUCH SWITCH
 The i-Touch range of switches has taken a step further in making life at home so
convenient.It gives a magical touch and blends its comfort with the next level of
technology making your walls a testament to innovation;this wifi technology allows you
to control your rooms lighting fans or controls with GM i-Fi app.
I-FI TOUCH ADORE SWITCHES

i-Fi and i-Touch switches will help users to switch on/off their electrical switches while they are
away from home/ office. All they will need is a cell phone or a computer and any Internet
connectivity that communicates to their homes Wi-Fi network that furthers controls the devices.
One can control the real-time situation at home, experiencing the wonders of technology at its
best.
Led lights by GM

GM Modular has recently augmented its LED lighting product range with the launch of Glitz
Air and GX at Acetech 2018, Mumbai. Brand ambassador, Suniel Shetty’s presence made the
event more significant and visitors were delighted by the fascinating and innovative technology
that has been showcased by the brand.

Glitz Air, a high quality lighting solution, does not only brightens up the space, but also changes
the ambience through various hues, allowing users to control all of this even from a distance via
App, while she is still away from home. It can also turn the lights on and off over voice
command.
It is simple to set up and uses bayonet version for fitting. The bulb shines in any of 16 million
colours and has a built-in dimmer that adjusts brightness and controls power. Brightness is about
the same as a traditional 60W bulb, hitting up to 800 lumens to get the change in ambience from
cooler to warmer.

With changing working space environment, different lighting condition is needed for performing
tasks effectively. This fascinating technology is one of the best solutions for smart homes and is
best suited for office spaces for various tasks like conferences, presentations and more.

GM Modular has also come up with another variant GX, the slimmest, slickest range in Home
Electrical category. It is made up of finest material which produces best product aesthetically and
functionally
LED Market Size and Havells’ Market Share

India’s LED market is forecast to reach $1,457.8 million by 2019, at a CAGR of 35.9%, during
2014-19. Increasing demand for energy efficient light sources and various Government
initiatives to replace the CFL’s and incandescent bulbs with LED bulbs is driving the growth of
LED lighting in India.

 The government has decided to change all street lights and lights in public spaces to LED
lights, and initiated making all LED specifications mandatory; notifications to
commercial buildings to change existing down lights exclusively to LED are in progress.
 All existing government schemes to distribute CFL are being modified with LED lamp
distribution.
 Market Size and Share

LED MARKET GROWTH OVER THE

YEARS
LED Market Size (in Crores) Growth Rate

6000 5500

5000
4110
4000
2989
3000
1925
2000
1250
850
1000 500
300
60% 70% 47% 35% 35.60% 27.27% 33.81%
0
2009 2010 2011 2012 2013 2014 2015 2016

As we can see from the above chart, LED market is one of the fastest growing markets.
Though LED lights are brighter and more energy efficient than its predecessors, the major
spurt in the growth of LED market came after the initiatives of the government. The market
size of Indian LED industry may touch Rs 21,600 crore by 2020 on the back of government'S
decision to switch to LED for all street lamps and public space lighting. The following graph
will show the growth trend for the LED industry.
 Chart Title
12000
10460

10000

7560
8000

5500
6000
4662
4110
4000 2989
1925
2000 1250

0
2012 2013 2014 2015 2016

Origonal Estimates in Crores Revised Estimates in Crores

In such a large and growing market, Havells has managed to emerge as one of the major
players. Over the years, Havells established itself in the market using quality and price range
as its USP. In March 2007, Havells acquired SLI Sylvania of Netherlands for $300 million,
making it the fourth largest lighting business in the world, worth over a billion USD.
Currently, the market share of Havells in the LED market is 12% as per 2014 figures. LED
lighting contributed to 45% of the total revenue of Havells from its Lighting Sector.

SEGMENTATION

The LED market can be broadly divided into three end-use segments:

1) Commercial 2) Industrial/Outdoor and 3) Residential

Commercial Segmentation -:
LED lights offer a lifetime of up to 50,000 hours of illumination and work efficiently by
utilizing only a fraction of energy. The most important feature that commercial organization
looks for while buying an LED is its energy saving capability and Havells targets this sector
by offering LED’s which save up to 80% of energy. With life and better brightness, Havells
LED presents itself as the perfect choice for futuristic world when it comes to energy
consumption.

Industrial/Outdoor Segmentation-:
Infrastructure applications which include street lights, tunnel lights, external wall sconces,
pathway lights, garage structures, parking lot etc are included in this segment. High power
factor is the key driving factor in this type of segment. Havells is one of the few companies
in lighting category which also provides LED’s especially for this purpose. Havells provides
LED’s whose power ranges from as low as 28W to as high as 150W giving its consumers a
wide variety to select from.
Residential Segmentation -:
This segment includes lighting used in homes. Cost is the key driver with the traditional
style form factors dominating this market. Havells provides LEDs which have just the right
brightness levels and lower consumption levels making it the ideal choice for residential
consumers. Its extraordinary long life of LED’s and its environment friendly factor makes it
one of the leading players in its industry.

TARGETTING

It is very important for any organization to select potential customers to whom the
organization wants the sell the products. The segments which Havells has been primarily
targeting are residential consumers with its low cost and energy efficient products like Delite
and Lumeno LEDs which reduces the electricity bill by 50%. With the products having
different power ranges it is a popular choice for any company to light up its office. With its
low cost LEDs and products for Home Decor and Speciality lamps it is also able to target
rural as well luxury households. And with its recent launch of Lumeno LED which can save
up to 90% of power it will be a favourite choice for the entire environment concerning
people.
POSITIONING
Havells has always stumped its competitors by its positioning strategy. Aggressive branding
especially on television has helped Havells create a brand recall like no other. Iconic
catchphrases like “Shock Laga Kya” and advertisements like “Rimpoche” and “Happy
LEDiwali”. Apart from that it also has sponsored famous TV shows like “BIG BOSS”,
which has just increased its brand value. Havells has invested in a network that rivals its
peers. It has one lakh retailers along with over 200 Havells Galaxy Stores and 2500 dealers
across the country. Havells is also famously very dealer friendly. It offers higher credit,
larger trade discounts especially on early payments and entertains dealers on overseas trips.
All that incentives make Havells a popular brand among the retailers. Havells LED, like all
the other divisions of the company, focuses more on quality based competition. Rather than
price competition. The products are standardised and are of a premium quality.
SWOT ANALYSIS OF GM MODULAR
STRENGTHS -:
 Huge demand forecasted for all types of lighting products.
 Large distribution network, with a huge number of retail outlets.
 Strong Brand Image.
 Large range of products in terms of cost, power etc.

WEAKNESS -:
 Low capability for domestic production of electronics.
 Increase in short term debts.
 Heavily Indebted.

OPPORTUNITIES-:

 Fast growing Indian infrastructure.

 Potential to create greater demand for LEDs via ban of inefficient Halogen Lamps.
 Scope for more environment friendly products and their disposal.
 Growing Demand for Energy Efficient products.

THREATS -:

 Low quality, cheap imports (e.g. from China) flooding the market and competing
with locally manufactured product.
 Highly Competitive Markets
 Forex volatility, leading to volatility in cost of raw materials for LEDs, most of
which are imported today.
PORTERS FIVE FORCES ANALYSIS
It is a framework to analyze the level of competition within an industry and business
strategy development. It draws upon industrial organization to derive five forces that
determine the competitive intensity and therefore attractiveness of an Industry.
Attractiveness in this context refers to the overall industry profitability. An "unattractive"
industry is one in which the combination of these five forces acts to drive down overall
profitability. Following are the five forces -:

Bargaining Power of the Suppliers

Havells being a MNC has a very large need of raw materials. For this need it does not
depends upon a single supplier. As it’s a very huge and old company its need cannot be
fulfilled by a single supplier and also it understand that if it has only one supplier then the
price can be dominated by them. Havells understand this fact and therefore has many
suppliers. Therefore the bargaining power of supplier is very less.

Bargaining Power of the Customers

Today is the world of digitization and because of this the entire information is available to
the customers. Gone is that time when manufacturers can sell anything to customers .Now is
the time when customers are very smart and have various options to buy. Same is in the case
of havells Therefore we can say that buying power of customer is very high.

Threat of New Entry

In today’s era technology is changing very fast. Normal tube lights were taken by more
efficient one then comes the CFL and now LED which is even better. But companies invest a
lot in the manufacturing plants of these .But if a new technology comes which is much better
and much cheaper then all of their investment will be wasted. But also the fact that these
types of plant need a very large investment which not all can afford. Therefore there is a
 very high threat of new entrant.

Threat of Substitution:

There are some products that can be defined as the substitute for LED for example tube
lights, CFL, bulbs etc. Therefore there is a threat for substitute in this case

Rivalry among existing competitors

In the field of LED Gm modular has lot of competitors. Among many the biggest
competitors for Havells are Philips,Bajaj ,Syska and many Chinese LED. Therefore there is
very close competition.

Comparative Analysis

Parameters Weightage Havells Phillips Gm Led syska

Price Range 0.25 100 25 80 20 80 20 20 5

Efficiency 0.25 100 25 100 25 80 20 100 25

(Measured in
Lumens/Watt)
Warranty 0.20 50 10 50 10 100 20 50 10

Life in Hours 0.15 80 12 50 7.5 60 9 60 9

Brightness 0.15 80 12 60 9 100 15 60 9

(Measured in
Lumens)
Total 1.00 410/500 84/100 340/500 71.5/100 420/500 84/100 290/500 58/100

Source: ledlightsindia.com
The LED market has emerged as one of the fastest growing industries in India where Havells
has an ever growing market with a yearly growth rate of 20 percent. Presently, the outdoor
LED lighting segment is the largest revenue generator on account of growing demand for
LED installations in parks, streets, railways, metro stations, parking lots and other public
places. However, the indoor segment is anticipated to witness strong growth in future owing
to rising awareness about LED technology and various government initiatives to subsidize
the cost of LEDs.

According to researchandmarkets.com, Philips dominates the country's LED market with the
highest market share, followed by Havells, Syska, Innovlite and GE.
As per the information from the website ledlightsindia.com, Havells India is the second best
with respect to quality of product with Syska at the first and Philips at the third place in the
LED market.
 APPOINTING BRAND AMBASSADOR
Brand ambassadors marketing is quickly intersecting with influencer marketing. In fact,
most successful, ROI-driving influencer marketing case studies have all the hallmarks of brand
ambassador marketing built in. When I talk about brand ambassadors in 2017, I like to check for
a few key traits:

 Creative – Always building and releasing compelling original content

 Niche passion – Visible obsession and deep expertise in a vertical
 Loyal followers – Multitudes of like-minded individuals you can count
 Convincing personality – Powerful enough to make you laugh or cry

The best brand ambassadors love you as much as you love them. They love your brand, your
product, and the people behind it because the you aren’t treating them like a channel. Brand
ambassadors are people. Creative, passionate, vital people who form and build relationships
through shared experiences. And that’s mantra marketers should use to cut through the
buzzwords when working to implement a brand ambassador program.

A brand ambassador is employed by a company or organization to help raise brand awareness

and increase sales. They complete a variety of tasks ranging from promoting products or services
in-store to implementing marketing campaigns. They are also known as influencers or corporate
ambassadors

Brand ambassador
Era of change
From the early- to mid-1950s to the mid-1960s, more firms moved toward adopting brand
managers. The sudden boom in the economy, followed by a growing middle class population and
birth rate, increased the demand for products within the market. This led to a steady competition
among a number of manufacturers who found it hard to get their products noticed amidst the pre-
existing brands. By the year 1967, 84% of large consumer packaged goods manufacturers had
brand managers.[5] Brand managers were also being referred to as "product managers" whose
sole priority shifted from simply brand building to boosting up the company's sales and profit
margin. "The product manager is man of the hour in marketing organizations.... Modern
marketing needs the product manager," raved one 1960s article.[6]
Over the course of several years, brand managers continued to exist as a medium that would help
boost company revenue. In the 1990s, Marketing UK highlighted that brand managers are a part
of an "outdated organizational system" while "the brand manager system has encouraged brand
proliferation, which in turn has led to debilitating cannibalization and resource constraints.
Brand Ambassador Responsibilities:
Familiarizing yourself with the company’s mission, vision, and goals.

Working closely with sales and marketing staff to conceptualize marketing campaigns and
strategies.

Educating customers, retailers, and distributors about our products.

Creating website and social media content in order to drive brand awareness and attract new
customers.

Building rapport with customers and vendors.

Monitoring customer feedback and escalating complaints to the marketing department.

Tracking customer preferences, metrics, and media campaigns.

Representing the company at product launches, events, and trade shows.

Brainstorming ideas and participating in training and workshops.

Maintaining a positive image of the brand at all times

Appointing sunil shetty as a brand ambassador
SWOT Analysis of Havells India with USP, Competition, STP (Segmentation, Targeting,
Positioning) - Marketing Analysis

Havells India

Parent Company Gm modular pvt ltd

Category Electrical Equipment

Sector Modular switches led lights accessories mcbs

Tagline/ Slogan Passion is in everything gm does

One of the top Fast Moving Electrical Goods (FMEG) Company and a major
USP power distribution equipment manufacturer with a strong global footprint

Gm modular pvt ltd

Switchgears ,Cables and wires, Lightings and fixtures, Electrical Consumer

Segment durables,

Target Group Construction companies, Distributors, dealers and builders

Positioning A quality provider of powerful, sustainable and efficient power solutions

GM MODULAR PRIVATE LTD SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT)

Analysis of GM MODULAR PRIVATE LTD India :
Strengths 1. Strong global distribution network
 2. Great investments in fast-growing emerging countries
3. Very good acquisition history
4. Amongst top three players in most its products with aggressive building
5. Broad range of products and good advertising through TVCa
6. Global presence with many diverse product lines in 50 different countries
7.First FMEG Company to offer door step service
8. High investment in R&D has helped it to deliver innovative solutions to its
customers

1.High Debt ratio

2. Globally small market share
3.Slowdown of real estate
4.Slowdown in global markets will effect moreadversely after a series of
Weaknesses acquisitions

1. Globally emerging markets

2. Weak cycles of the sector
3.Acquisition of Chinese firms for low costmanufacturing
4.Vertical integration into retail outlets
Opportunities 5. Leveraging upon motor business in IndiaUnorganized

1.Unorganized markets
2.Delays in execution of power projects
3. Highly regulated electrical sector
4. Environmental legislations on industrial wastes
Threats 5.Intense competition in the sector

GM MODULAR PRIVATE LTD Competition

Below are the 3 main GM MODULAR PRIVATE LTD competitors :

1. ANCHOR ROMA
2.SCHINEDER ELECTRICALS
3. HAVELLS SWITCHES
Competitors 4. LEGRAND
The Fast Moving Electrical Goods Company (FMEG) GM MODULAR PRIVATE LTD
Limited is $1.4 Billion Electricals Company which manufactures products ranging from
Switches to led fittings in personal grooming business segment to reactive power
solutions, cables and other items in the Industrial business segment.

The brand in order to penetrate with the unmatched distribution network has built up
513 exclusive brand showrooms in name of GM MODULAR PRIVATE LTD

Segmentation, targeting, positioning in the Marketing strategy of GM MODULAR PRIVATE

LTD

Customers expectations are met by the company by effectively segregating the different
groups based on the segments such as those consumers in Urban & Semi-Urban areas
and electricians & small retailers in tier-3 & tier -4 cities.

It targets the customers in the middle-income group who uses the products which are
Mass-premium. Mass premium is the group of customers who want quality products and
forms the major part of the population in the respective region.

The company majorly targets customers who are interested in either electrical.

GM MODULAR PRIVATE LTD positions itself as a brand easily accessible,

convenient to use and are value for money for the customers.
Marketing mix – Here is the Marketing mix of GM MODULAR PRIVATE LTD

Mission of GM MODULAR PRIVATE LTD

“To achieve vision through fairness, business ethics, global reach, technological
expertise, building long-term relationships with all our associates, customers, partners,
and employees”

Vision of GM MODULAR PRIVATE LTD

“To be a globally recognized corporation that provides best electrical & lighting
solutions, delivered by best-in-class people”

Tagline of GM MODULAR PRIVATE LTD

“India: Electrified By GM MODULAR PRIVATE LTD”

Competitive advantage in the Marketing strategy of GM MODULAR PRIVATE LTD

Diversified Product line:

Diversified product portfolio in each of the business verticals in the electronic segment
has not only helped the company in the establishing its brand in electrical business but
it also helped it in establishing & popularising its industrial business segment.

BCG Matrix in the Marketing strategy of GM MODULAR PRIVATE LTD

GM MODULAR PRIVATE LTD operates in the business segment such as switchgear,

Cables, LED Lighting & fixtures and electronic consumer durables (ECD) segment.

These four SBU’s of the brand are either ranked 1,2 or 3 in their respective markets like
Switchgears hold 19% market share , Cable business is ranked three (market share
Domestic-16% & Industrial- 10%), LED Lighting business is ranked 3 and have market
share of 12% while ECD business have market share ranging from 10-14%.

Due to the strong share of each business unit in the market, all holds Stars position in the BCG
matrix.

Distribution strategy in the Marketing strategy of GM MODULAR PRIVATE LTD

The last mile connect by closely working with Wholesalers, distributors, Retailers, and
electricians has resulted in penetration in the tier-3 cities through the omnichannel. The
company reaches out to the customers through 7575 direct dealers, 100000+ Retailers,
220000 electricians and 580 channel partners.

The state of the art 12 Manufacturing facilities in tier-2/3 cities is helping the brand in
keeping the cost of production low as well as at the same time penetrate to the bottom
of the pyramid through these production facilities.

Brand equity in the Marketing strategy of GM MODULAR PRIVATE LTD

Wide product categories supplemented with after sales services has helped it bagging awards &
accolades such as Corporate excellence award by Amity University, Readers Digest trusted
brand award, Effie Advertising Award Gold and many more.

To ensure the brand Visibility Company spends approximately 3-4% of its revenue in
advertisements with regional appeal.

Time to time in order to create visibility in the market through its social duties, GM
MODULAR PRIVATE LTD have been initiating several CSR activities such as building
more than 2000 bio-toilets during the year 2016-17, providing mid-day meal to 57000+
students in Alwar city daily.

Competitive analysis in the Marketing strategy of GM MODULAR PRIVATE LTD –

RELATED TOPIC Economies of Scale

The company’s operational modalities of connecting retailers & electricians through 360
degrees connect program and expansion in tier 3-4 cities are proving instrumental in its
competitive ecosystem.

Its various sub-brands such as Lloyd, Crabtree, Standard, REO helps the brand to
compete with the renowned brand in the market such
as Samsung, Panasonic, Crompton Greaves, Philips etc.

Market analysis in the Marketing strategy of GM MODULAR PRIVATE LTD –

Micro factors such as growing middle class, infrastructure development through

electrification of around 78% of the population, penetration with the help of unorganized
sector, and young demographics who wants technologically driven products with good
aesthetic are some of the factors driving the market growth.

Availability of the suppliers and local sourcing is helping the company in keeping its cost
low while increasing its operational efficiency through economies of scale by making the
products available to the new & untapped markets, sometimes at the cost of high
distribution expenses.

Customer analysis in the Marketing strategy of GM MODULAR PRIVATE LTD –

Customers of the brand in the Retail segment are from the urban markets while recently
company started penetrating to the tier-2, tier-3 cities through which majority of the
markets will be covered. Premium perception and high quality are resulting in repeat
purchases in the retail segment.

In industrial businesses, it serves B2B customers who have requirements of Switch

gears, Cables, Motors, Heavy Duty Fans and professional Lightening.
Marketing Mix of GM MODULAR PRIVATE LTD analyses the brand/company which covers
4Ps (Product, Price, Place, Promotion) and explains the GM MODULAR PRIVATE LTD
marketing strategy. The article elaborates the pricing, advertising & distribution strategies used
by the company.

Let us start the GM MODULAR PRIVATE LTD Marketing Mix:

Product:
GM MODULAR PRIVATE LTD is a leading Fast Moving Electrical Goods company. GM
MODULAR PRIVATE LTD has also got one of the biggest product basket. The product
portfolio in the marketing mix of GM MODULAR PRIVATE LTD can be divided into 2
segments:

• Consumer products: It covers products sold in B2C (Business to Consumer) market.

Product offered by GM MODULAR PRIVATE LTD are Fans (ceiling fans switchgear mcbs
Lighting (consumer, CFL, LED lights , flexible cables etc.

•Industrial products: It covers product sold in B2B (Business to Business) market. Products sold
by GM MODULAR PRIVATE LTD in this category are professional lighting (LED
luminaries, street lights etc), reactive power solution (LV PFC capacitors,agricultural duty
capacitors etc), cables (HT power cables, LT power cables etc) , switch gear.

GM MODULAR PRIVATE LTD is focused on extending its product portfolio through use of
technology to bring new Lifestyle based products like Home automation. From 2015, GM
MODULAR PRIVATE LTD is targeting ‘Integrated Automation and Control Solutions’
segment which focuses on products to enhance customer lifestyle.

Price:

GM MODULAR PRIVATE LTD follows a competitive pricing strategy due to presence of

competition from other big players like Phillips, Bajaj electrical, Anchor etc. GM MODULAR
PRIVATE LTD has always emphasized on providing quality product to its customers even
some of the products may cost higher but all the products are nearby in the same price range as
that of competitor’s. Also GM MODULAR PRIVATE LTD as a part of Make in India
initiative focuses on building products within India like Automatic Changeover with Current
Limiter (ACCL) and MCB manufactured in India. Due to in-house manufacturing the company
is able to control pricing as raw material is available at low cost in India. As a result, about 90%
of the total revenue comes from Indian manufacturing plants. GM MODULAR PRIVATE
LTD also follows value added pricing strategy for some of its premium products like Home
automation products but these are still affordable. This gives an overview on the pricing strategy
in the marketing mix of GM MODULAR PRIVATE LTD

Place:
GM MODULAR PRIVATE LTD India has got an extensive distribution network across India
covering around 1 lakh retail stores. GM MODULAR PRIVATE LTD has also got 20000
distribution network globally making its distribution strategy as the differentiating factor as
compared to other companies. Hence, the place strategy in the marketing mix of GM
MODULAR PRIVATE LTD is mostly dependent on distributors and retailers spread across
geographies. These stores carry entire range of product offered by GM MODULAR PRIVATE
LTD from fans to switches to cables and lighting products. GM MODULAR PRIVATE LTD
store provides customers with better ambience and convenience. Currently GM MODULAR
PRIVATE LTD has more than 250 stores across India. Moreover GM MODULAR PRIVATE
LTD also offers door step service initiative . GM MODULAR PRIVATE LTD operates
customer service team 24*7 which caters to customers from over 400 districts in 9 different
languages.

Promotion:
The electrical industry is not generally brand driven. But GM MODULAR PRIVATE LTD
India has always emphasized on aggressive marketing strategies where the company spends
about 3-4% of sales on advertising and promoting their brand as compared to just 1% spend by
other competitors in electrical industry. The promotional strategy in the marketing mix of GM
MODULAR PRIVATE LTD uses media like TV, print, online etc to spread brand awareness
promoting their MCBs. Other prominent ads like ‘Wires that don’t
catch fire’ for cables promotion as also a big hit which showed mother son relation beautifully.
GM MODULAR PRIVATE LTD has been able to achieve premium brand image in minds of
consumer projecting GM MODULAR PRIVATE LTD as achiever and ambitious brand. This
gives an overview of the marketing mix of GM MODULAR PRIVATE LTD