Llyod Marketing
Llyod Marketing
Llyod Marketing
Submitted to:
Submitted by:
DECLARATION
I hereby declare that the work entitled marketing strategy of LLOYD Electric and
Engineering ltd. is a record of an original work done by us under the guidance of Mr.
(EXTERNAL GUIDE )and MR. (INTERNAL GUIDE)" of "Mentoring Project" subject of
PGDM batch 2014-16 in "JIMS,Kalkaji" and this project work is submitted in the partial
fulfillment of the requirement for award of post graduate diploma in management .The
result embodied in this project have not been submitted to any other institute for the
award of any diploma.
Place: Delhi
Signature:
Date:
..
MR.
(EXTERNAL GUIDE)
ACKNOWLEGDEMENT
Chapter -1
Executive summary
Executive summary
The project aims at understanding the Marketing strategies at llyod electrical and its
impact on the perception of llyod electrical Cellular Services.
Research has demonstrated conclusively that it is far more costly to win a new
customer than it is to maintain an existing one. And there is no better way to retain a
customer than to exceed his expectations. For this purpose it is essential to know the
level of customer satisfaction. The focus of my research was the measurement of
customer satisfaction level for the services provided by llyod electricals .
The research was done for the corporate clients of llyod electricals . My job was not
only to represent the Corporate Sales Dept. and collect the feedback from the clients
but also to get the major complaints resolved through internal counseling. There can be
no better opportunity to interact with the external as well as the internal customers of an
organization. Finally the results of the research verify the fact that keeping the customer
satisfied is the best strategy to not only retain the existing customers but also to expand
the business to new horizons.
Chapter -2
Introduction to topic
INTRODUCTION
These terms originate from military use (military strategy before and during a military
campaign is the general policy overview of how to defeat the enemy). Developing a
strategy involves establishing clear aims and objectives around which the framework for
a policy is created. Having established its strategy, an organisation can then work out its
day-to-day tools and tactics to meet the objectives.
Marketing can thus be seen as the process of developing and implementing a strategy
to plan and coordinate ways of identifying, anticipating and satisfying consumer
demands, in such a way as to make profits. It is this strategic planning process that lies
at the heart of marketing.
In 1985, the Chartered Institute of Marketing adopted the dynamic slogan:
'Marketing means Business'
Strategic discipline
Marketing is now accepted as a strategic discipline or general management function
and in this respect must care for the health of a business in the future - especially
against competitive influences. This is because it is increasingly realised that although
making a profit is important, an organisation should also develop its market share and
search for brand leadership as well. So the marketer must monitor the profitability of the
business and attempt to anticipate the likely trends. At the same time rival companies
should be monitored and examined for vulnerable points.
Successful marketers must therefore be concerned with every aspect of their business,
including future project and other areas of their industry. Successful companies plan five
or ten years and more in advance and often know as much about their competition as
they know about themselves.
Marketing is not just a series of business-related functions, but more wide-reaching than
this. It is a business philosophy designed to develop an attitude of mind which should be
shared by everyone in an organisation and is often enhanced by both frequent and
open communication. Developing such an attitude of mind reduces the likelihood of
crisis and contributes to the development of the overall future of an enterprise at both
strategic and tactical levels.
At the heart of marketing lies the degree to which an organisation becomes marketingorientated. The more committed a company is to its marketing activities, the more able it
will be to pursue its corporate objectives and develop and retain customers. Every
business in existence relies upon its customers for survival, and those who best meet
customer needs will always survive a period of change.
The marketing function is therefore an essential ingredient of corporate strategy, and
this marketing focus should be communicated through marketing planning into all
aspects of business activity.
Objectives
The ends which an organisation focuses its plans and activities towards achieving.
Strategies
The means to achieve the ends. Usually long term plans.
Marketing
strategy is
the
goal
of
increasing
sales
and
achieving
sustainable competitive advantage Marketing strategy includes all basic and long-term
activities in the field of marketing that deal with the analysis of the strategic initial
situation of a company and the formulation, evaluation and selection of market-oriented
strategies and therefore contribute to the goals of the company and its marketing
objectives.
strategies
serve
as
the
fundamental
underpinning
of marketing
plans designed to fill market needs and reach marketing objectives. Plans and
objectives are generally tested for measurable results. Commonly, marketing strategies
are developed as multi-year plans, with a tactical plan detailing specific actions to be
accomplished in the current year. Time horizons covered by the marketing plan vary by
company, by industry, and by nation, however, time horizons are becoming shorter as
the speed of change in the environment increases. Marketing strategies are dynamic
and interactive. They are partially planned and partially unplanned. See strategy
dynamics. Marketing strategy needs to take a long term view, and tools such
as customer lifetime value models can be very powerful in helping to simulate the
effects of strategy on acquisition, revenue per customer and churn rate.
Marketing strategy involves careful and precise scanning of the internal and external
environments Internal environmental factors include the marketing mix and marketing
mix
modeling,
plus
performance
analysis
and
strategic
constraints. External
Strategic models
Marketing participants often employ strategic models and tools to analyze marketing
decisions. When beginning a strategic analysis, the 3Cs can be employed to get a
broad understanding of the strategic environment. An Ansoff Matrix is also often used to
convey an organization's strategic positioning of their marketing mix. The 4Ps can then
be utilized to form a marketing plan to pursue a defined strategy. Marketing Mix
Modeling is often used to simulate different strategic flexing go the 4Ps. Customer
lifetime value models can help simulate long term effects of changing the 4Ps, e.g.;
visualize the multi-year impact on acquisition, churn rate, and profitability of changes to
pricing. However, 4Ps have been expanded to 7 or 8Ps to address the different nature
of services.
There are many companies especially those in the Consumer Package Goods (CPG)
market that adopt the theory of running their business centered around Consumer,
Shopper & Retailer needs. Their Marketing departments spend quality time looking for
"Growth Opportunities" in their categories by identifying relevant insights (both mindsets
and behaviors) on their target Consumers, Shoppers and retail partners. These Growth
Opportunities emerge from changes in market trends, segment dynamics changing and
also internal brand or operational business challenges.The Marketing team can then
prioritize these Growth Opportunities and begin to develop strategies to exploit the
opportunities that could include new or adapted products, services as well as changes
to the 7Ps.
Real-life marketing
Real-life marketing primarily revolves around the application of a great deal of commonsense; dealing with a limited number of factors, in an environment of imperfect
information and limited resources complicated by uncertainty and tight timescales. Use
of classical marketing techniques, in these circumstances, is inevitably partial and
uneven.
Thus, for example, many new products will emerge from irrational processes and the
rational development process may be used (if at all) to screen out the worst nonrunners. The design of the advertising, and the packaging, will be the output of the
creative minds employed; which management will then screen, often by 'gut-reaction', to
ensure that it is reasonable.
For most of their time, marketing managers use intuition and experience to analyze and
handle the complex, and unique, situations being faced; without easy reference to
theory. This will often be 'flying by the seat of the pants', or 'gut-reaction'; where the
overall strategy, coupled with the knowledge of the customer which has been absorbed
almost by a process of osmosis, will determine the quality of the marketing employed.
This, almost instinctive management, is what is sometimes called 'coarse marketing'; to
distinguish it from the refined, aesthetically pleasing, form favored by the theorists.
An organization's strategy combines all of its marketing goals into one comprehensive
plan. A good marketing strategy should be drawn from market research and focus on
the right product mix in order to achieve the maximum profit potential and sustain the
business. The marketing strategy is the foundation of a marketing plan.
Chapter -4
Company profile
Company profile
The Lloyd Group (Brij Raj Punj Group) is a US$ 500 million group in India. The group is
recognized as the pioneer and well established name in the field of Air Conditioning in
India. The Group consists of many companies with diversified portfolios with active
involvement in many business ventures consisting of manufacturing in Air Conditioning
Industry, Chillers, Manufacturing of Heat Exchange and Radiators, Sheet Metal
Fabrication, Scaffolding &Formwork, Structural Steel Fabrication, Pre-engineered
Buildings (PEB), Cable and Storage Management, Vehicle Variants like Load Bodies,
Water Bourses, Petrol Tankers and Light Recovery Equipment etc. Besides, it also has
active stakes in the fields of Information Technology (IT) and Development of Housing
and Commercial projects.
Global in vision and rooted in Indian values, the Group is driven by a performance ethic
pegged on value creation for its stakeholders. The Groups products and services offer
distinctive customer solutions. Its state-of-art manufacturing units and sectored services
span throughout India.
The group consists of Fedders Lloyd Corporation Limited and Lloyd Electric &
Engineering Limited as its flagship companies and Perfect Radiators & Oil Coolers
Private Limited, PSL Engineering Private Limited, Airserco Pvt Ltd., Regal Infotech Ltd.
and Lloyd Infotech Ltd. are the other key companies.
Achieving the highest quality standards and sustaining them over an extended period of
time has been the cornerstone of Lloyd Electric and Engineerings success over the
past two decades. With an in-depth understanding of efficient manufacturing processes
and its customer requirements the company continues to deliver a wide range of cost
effective heat transfer solutions. With an eye for detail & a collaborative approach with
its clients, Lloyd has continuously raised the standards for both product delivery and
service support. This management philosophy had lead to it become not just a
dependable partner to some of the leading global HVAC&R companies but also the
preferred choice for their heat exchanger needs.
With its extended capability to design, develop, manufacture & maintain highly
engineered HVAC systems for the Railway industry, Lloyd is uniquely positioned in the
mobile HVAC systems space as well as in the heat transfer industry. The companys
strong track record in investing in the latest technology, state-of-the-art equipments &
training its workforce on regular basis has enabled the company to attain a leadership
position in each of the markets it operates in.
PROFILE
Welcome to Lloyd Electric & Engineering Ltd. With proven blend of value-added
engineering, leading edge technology, flexible production capacity, and individual
customer satisfaction that makes us the preferred supplier of high quality coils and heat
transfer products. Since 1989, LOYD ELECTRIC has evolved into a world class
manufacturer by providing product support that is unsurpassed in the
industry.
THE GROWTH DIMENSIONS
Since 1989 ,Lloyd Electric has evolved rapidly and come to be respected as a
dependable supplier of high quality coils to original Equipment Manufacturers of
Heating, Ventilation, Air conditioning and Refrigeration equipment.
LLOYD HISTORY
2008- Lloyd Electric and Engineering LTD. acquired Lloyd coils Europe s.r.o.. (formerly
known as Luvatat Czech, s.r.o.) facility in Czech Republic.
2005- Manufacturing capacity of Air Conditioners being increased to 300 thousand per
annum and company got UL Certification.
2004- Established new manufacturing facility in Kala Amb, Himachal Pradesh, for
window & split type Air Conditioners with capacity of 120 Thousand sets per annum with
Integrated Manufacturing of Coils, Suction Tubing & Discharge Tubing.
2002- Got ISO 9000 Certification and reached at the production capacity of 3500 coils
per day and started exporting to Gulf countries & opened office in Dubai.
1997- Capacity Expanded To 1500 Coils Per Day & Developed Air conditioner units for
Railway Coaches.
MISSION/VISION
Corporate Purpose
Comfort in Environment
Corporate Philosophy
Reliability
Corporate Mission
Profitable Operations. Integrity in thought and action, concern for people &
human values
Corporate Style
Participative Management
Corporate Goal
Leadership through Innovation
Customers
CERTIFICATIONS
RAILWAY HVAC
IRIS
EN15085
product line
HEAT EXCHANGERS
BENCHMARKS OF EXCELLENCE
Lloyd Electric and Engineering Limited (Lloyd Coils), the nations leading
manufacturer of fin and tube type heat exchangers for HVAC & R applications,
is
technology-driven
and
Knowledge-based
leader
in
its
fields
of
The fins produced are of impeccable quality with reflare position made of plain,
sine wave, V-waffle, slit, super slit and opposed Louver type.
Latest software for coils design, vomplemented by state-of-the-art lab for testing
of coils and AC systems up to 15 Tonnes, ensure high quality products that are
perfect for their areas of application.
Only the best quality raw materials are sourced from reliable suppliers across the
world for manufacturing coils, which adhere to globally accepted standards:
Plain and internally grooved copper pipes of 9.52mm and 7mm outer
diameter.
DRY COOLER
LLOYD ELECTRIC & ENGG. LTD. has started new
Product line called as DRY COOLER. As LLOYD is
always committed in saving environment, Company has launched this product which is
a contribution to the mother earth and can save 100% Water by using Fresh Ambient
Air, which is available free of Cost.
The Product has various applications and can be used in various segment such as :
Oil Cooling
Cement Industry
In addition to this, the DRY COOLERS offered by LLOYD comes to you with complete
responsibilities of design, manufacturing, supplying, installation and maintenance.
Please send us your specific requirements and we will be pleased to offer our Product
for your specific applications.
Oil coolers
Lloyd's Bar & Plate and Fn & tube Oil Coolers are suitable for all cooling needs. All our
Oil Coolers use high cooling performance fins & tabulators. We offer a large variety of
Oil Cooers suitable for different defense & industrial applications.
ADVANTAGE LLOYD
We at Lloyd Electric and Engineering Ltd. have always been dedicated to the
high quality of all processes, from design to delivery.
Lloyd Electric and Engineering Ltd. design of headers and circuiting help to protect the
coils against vibrations.
At LLOYD ELECTRIC we work 24 hours a day, 7 days a week, on the continual
improvement of already applied processes and on the implementation of new efficient
solutions. The continuous improvement mind set is reflected in the company's daily life
as well as in the long-term processes for example, engaging the principles of lean
manufacturing.
MANUFACTURING FACILITIES
Lloyd Electric & Engineering Ltd has been successfully operating its Bhiwadi,
Rajasthan manufacturing facility for the past 23 years and has started second plant in
Kala Amb, Himachal for manufacturing heat exchangers & complete built up window &
split AC. This plant is located in no tax zone.
PLANT - I (BHIWADI, RAJASTHAN)
Production lines:
Coil Shop
Rail Coach A/Cs shop
Sheet metal fabrication
System Tubing
1. Coil Shop
4. System Tubing
Production lines:
Coil Shop
Window AC
1. Coil Shop
2.
Window
Assembly Line
and
Split
AC
Workforce
skilled and qualified workforce has been Lloyd Electrics key asset and has helped the
organization significantly improve productivity over the last 23 years.
We
of no
boast
industrial
disputes
since
inception.
Locations
DOMESTIC MFG. FACILITIES :
UNIT 1:
A- 146(B&C), RIICO Industrial Area,
Bhiwadi, Distt. Alwar,
Rajasthan 301 019(INDIA).
UNIT 2:
Plot No. 16-17, Industrial Area Kalaamb,
Trilokpur Road, Nahan Sirmour, India.
UNIT 3:
C-1/1, Industrial Area,
Selakui,
Dehradun (Uttranchal)
OVERSEAS MFG. FACILITIES :
Lloyd Coils Europe s.r.o.
Vrazska 143,
15300 Praha 5 - RADOTIN,
CZECH REPUBLIC
Contact
CORPORATE OFFICE:
LLOYD ELECTRIC & ENGINEERING LIMITED
159, Okhla Industrial Estate, Phase - III,
New Delhi -110020 (INDIA)
Tel: +91-11-40645454
Fax: +91-11-41615416
E-mail:info@lloydengg.com
www.lloydengg.com
USA Office:
Lloyd Coils, L.P.,
2640 Fountain View Drive,
Suite 126, Houston,Texas 77057.
Tel: 1-866-397-9400 (Toll Free) ; 713-992-3029
Email: info@lloydcoils.com
www.lloydcoils.com
CZECH OFFICE:
Lloyd Coils Europe s.r.o.
Vrazska 143,
15300 Praha 5 - RADOTIN,
CZECH REPUBLIC
Tel: +420 257 811 129
SUBSIDARIES
Overseas:
1- Lloyd Coils Europe s.r.o.
Vrazska 143,
15300 Praha 5 - RADOTIN,
CZECH REPUBLIC
Tel: +420 257 811 129
Fax: +420 257 811 136
E-mail:info@lloydcoils.eu
www.lloydcoils.eu
2-Janka Engineering s.r.o.
Vrazska 143,
15300 Praha 5 - RADOTIN,
CZECH REPUBLIC
Tel: +420 257 811 129
Fax: +420 257 811 136
www.janka.cz
Trading Office:
Lloyd Electric FZE
P.O.Box:10559
Ras Al Khaimah
United Arab Emirates.
Chapter -5
Research methodology
explains the position and role of your products and services in the market
A marketing strategy sets the overall direction and goals for your marketing, and is
therefore different from a marketing plan, which outlines the specific actions you will
take to implement your marketing strategy. Your marketing strategy could be developed
for the next few years, while your marketing plan usually describes tactics to be
achieved in the current year.
Write a successful marketing strategy
Your well-developed marketing strategy will help you realise your business's goals and
build a strong reputation for your products. A good marketing strategy helps you target
your products and services to the people most likely to buy them. It usually involves you
creating one or two powerful ideas to raise awareness and sell your products.
Developing a marketing strategy that includes the components listed below will help you
make the most of your marketing investment, keep your marketing focused, and
measure and improve your sales results.
When setting goals it's critical to be as targeted as possible so you can effectively
measure the outcomes against what you set out to achieve. A simple criteria for goalsetting is the SMART method:
Achievable - set objectives that are within your capacity and budget
Relevant - set objectives that will help you improve particular aspects of your
business
Time-bound - set objectives you can achieve within the time you need them.
RESEARCH METHODOLOGY
This report is based on primary as well secondary data, however primary data
collection was given more importance since it is overhearing factor in attitude
studies. One of the most important users of research methodology is that it helps
in identifying the problem, collecting, analyzing the required information data and
providing an alternative solution to the problem .It also helps in collecting the vital
information that is required by the top management to assist them for the better
decision making both day to day decision and critical ones.
Data sources:
Research is totally based on primary data. Secondary data can be used only for
the reference. Research has been done by primary data collection, and primary
data has been collected by interacting with various people. The secondary data
has been collected through various journals and websites.
Sampling:
Sampling procedure:
The sample was selected of them who are the customers/visitors of llyod
electricals, , irrespective of them being buyer or not or availing the services
or not. It was also collected through personal visits to persons, by formal
and informal talks and through filling up the questionnaire prepared. The
data has been analyzed by using mathematical/Statistical tool.
Sample size:
The sample size of my project is limited to 100 people only. Out of which
only 56 people buy from Lloyd electricals . Other 44 people did not buy
from Lloyd electricals
Sample design:
Data has been presented with the help of bar graph, pie charts, line
graphs etc.
Limitation: