MNTORING REPORT ON

marketing strategy of LLOYD Electric and

Engineering ltd
Submitted in the Partial Fulfillment for the Requirement of
Post Graduate Diploma in Management
(PGDM)

Submitted to:

Submitted by:

Project Guide (Name)

PGDM IB(2014 BATCH)

Jagannath International Management School

Kalkaji, New Delhi

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

I am using this opportunity to express my gratitude to everyone who supported me

throughout the Mentoring project. I am thankful for their aspiring guidance, invaluably
constructive criticism and friendy advice during the project work. I am sincerely grateful
to them for sharing their truthful and illuminating views on a number of issues related to
the project.
I express my warm thanks to Mr. and Ms. for their support and guidance at project title
marketing strategy of LLOYD Electric and Engineering ltd I would also like to
thank my college Director DR.SATISH SETH and all the people who provided me with
the facilities being required and conductive conditions for my Mentoring Project.

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

My topic of project ismarketing strategy of LLOYD Electric and Engineering ltd . A

strategy is a long-term plan to achieve certain objectives. A marketing strategy is
therefore a marketing plan designed to achieve marketing objectives. For example,
marketing objective may relate to becoming the market leader by delighting customers.
The strategic plan therefore is the detailed planning involving marketing research, and
then developing a marketing mix to delight customers. Every organisation needs to
have clear marketing objectives, and the major route to achieving organisational goals
will depend on strategy. It is important, therefore, to be clear about the difference
between strategy and tactics.

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.

In choosing a marketing strategy a frequent distinction that is made is between

undifferentiated marketing and differentiated marketing.
Undifferentiated marketing is where a single marketing mix is offered to the total market.
In contrast differentiated market is the process of attacking the market by tailoring
separate product and marketing strategies to different segments of the market, for
example, the spectacles market can be broken down into fashion segments and
functional segments, high price and low price segments, and segments for individuals
with different types of vision problems.

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.

Developing a marketing strategy

Marketing

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

environmental factors include customer analysis, competitor analysis, target market

analysis, as well as evaluation of any elements of the technological, economic, cultural
or political/legal environment likely to impact success. A key component of marketing
strategy is often to keep marketing in line with a company's overarching mission
statement
Once a thorough environmental scan is complete, a strategic plan can be constructed to
identify business alternatives, establish challenging goals, determine the optimal
marketing mix to attain these goals, and detail implementation. A final step in
developing a marketing strategy is to create a plan to monitor progress and a set of
contingencies if problems arise in the implementation of the plan.
Marketing Mix Modeling is often used to help determine the optimal marketing budget
and how to allocate across the marketing mix to achieve these strategic goals.
Moreover, such models can help allocate spend across a portfolio of brands and
manage brands to create value.

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.

LLOYD ELECTRIC & ENGINEERING LTD.

Achieving the highest quality standards and sustaining them over an extended period of
time has been the cornerstone of Lloyd Electric and 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.

THE GROWING CLOUT

Today, Lloyd Electric and Engineering Limited is a publicly traded
company with its headquarters in New Delhi. It is the leading and largest
producer of Coils / Heat Exchangers (Fin and Tube type) in India, serving
the entire spectrum of HVAC & R industry in the country as well as OEMs
in North America, Europe, Middle East and Australia. Lloyd Electric also manufactures
Air conditioners for the Indian Railways, Metro Rail and Buses at its Bhiwadi factory.
THE GLOBAL ASPIRATION
As part of its global aspiration and encourages by the preference it enjoys amongst its
international clientele, Lloyd Electric and Engineering LTD. acquired Lloyd coils Europe
s.r.o.. (formerly known as Luvatat Czech, SRO) facility in Czech Republic in May, 2008.
With this strategic acquisition the company has entered the European Market, thus
becoming a truly global with a truly global range of activities and perspective.

LLOYD HISTORY
2008- Lloyd Electric and Engineering LTD. acquired Lloyd coils Europe s.r.o.. (formerly
known as Luvatat Czech, s.r.o.) facility in Czech Republic.
2005- Manufacturing capacity of Air Conditioners being increased to 300 thousand per
annum and company got UL Certification.
2004- Established new manufacturing facility in Kala Amb, Himachal Pradesh, for
window & split type Air Conditioners with capacity of 120 Thousand sets per annum with
Integrated Manufacturing of Coils, Suction Tubing & Discharge Tubing.
2002- Got ISO 9000 Certification and reached at the production capacity of 3500 coils
per day and started exporting to Gulf countries & opened office in Dubai.
1997- Capacity Expanded To 1500 Coils Per Day & Developed Air conditioner units for
Railway Coaches.

1995- Largest Coil Manufacturer In India.

1994- Capacity Expanded To 900 Coils Per Day.
1990- Production Started with the capacity 300 Coils Per Day.
1987 - Year of Incorporation and Factory was set up in Bhiwadi, Rajasthan.

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

RADIATORS & OIL COOLERS

ASSOCIATION OF AMERICAL RAILROADS

ISO 14001:2004 CERTIFICATION

ISO 9001:2008 CERTIFICATION

APPROVED BY BUREAU VERITAS

OHSAS 18001:2007 CERTIFICATION

HEAT EXCHANGER COILS ( EVAPORATORS & CONDENSERS )

CERTIFICATE OF PRODUCT RATINGS

CERTIFICATE OF PRODUCT RATINGS

BRAZER'S APPROVAL TEST CERTIFICATE

UL PRODUCT SAFETY

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

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

from global leaders like Oak of USA and Hidaka of Japan, the companys
formidable manufacturing infrastructure is driven by its team of dedicated technocrats
and professionals with a dynamism that is virtually peerless .

ADVANCED EQUIPMENT AND MACHINERY

Computerised fin Lines, Hairpin Benders, Machanical Expander, Automatic Brazing
Machine, CNC Turret punch,press Brake, shear, CNC Pipe Bending Machines, Pipe
Flaring, Expanding, Beeding Equipment, Return Bend manufacturing, Tig / Mig welding,
Tin Plating and Painting apart from other equipment required for manufacturing world
class Heat Exchangers.
RAW MATERIAALS AND PROCESSES
Quality is not just a corporate or management jargon, it is a way of life at Lloyd Coils.
Focus on quality is intense right from procurement of raw materials to production
processes and from R & D to post-sales support services. With its penchant for quality,
the companys factories have state-of-the-art facilities for making Heat Exchangers of
Aluminium and Copper fine with seamless smooth / Grooved Tube, coupled with end
plate and casing made of galvanized Iron, Copper, Brass, Aluminium or Stainless steel.

The fins produced are of impeccable quality with reflare position made of plain,
sine wave, V-waffle, slit, super slit and opposed Louver type.

Fin edge are either straight or ripple depending upon application.

All Coils are meticulously tested for leakages and passed

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

Mechanical bullet expansion of copper tube to fin ensures

efficient heat transfer of evaporators.

WIDE RANGE OF APPLICATIONS

The Heat Exchangers manufactured at the companys plants in Bhiwadi, Rajasthan and
Prague, Czech Republic have a wide range of applications, including:

Window, Split and package A/C Systems

Commercial Refrigeration System (Visicooler, Bottle Cooler and Deep Freezer)

Automobile-Buses / Car air conditioning

Railway air-conditioning and Marine air-conditioning

Telecom / Mainframe air conditioning

Special Application Coils

UNWAVERING ATTENTION TO DETAILS

Passion for details helps Lloyd Electric and Engineering Ltd., to stand out of crowd.
Being a painstaking set of activities, manufacturing of Heat Exchangers necessitates
unwavering focus on the minutest details at every stage. The
Coils are leak tested:

At 350 to 450 psi for smaller coils

At 550 psi for bigger coils

Dehydrated by hot and dry air and pressure changed with

dry nitrogen, the coils are safe from entry of moisture during
storage and transit.

Latest software for coils design, vomplemented by state-of-the-art lab for testing
of coils and AC systems up to 15 Tonnes, ensure high quality products that are
perfect for their areas of application.

Only the best quality raw materials are sourced from reliable suppliers across the
world for manufacturing coils, which adhere to globally accepted standards:

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

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

properties.

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

Copper/Brass.

RAILWAYS HVAC SYSTEMS

We are manufacturing Packaged Air-Conditioning Units for Railway industry including
AC units for Passenger Coaches (Long distance, EMU and Metro) and Locomotives.
We are OEM supplier to Indian Railways and are supplying these products to all the
Rolling Stock manufacturing units of Indian Railways. The air-conditioning units for
Railways are supplied on turnkey basis i.e. design, manufacturing, supplying,
installation and maintenance.
We have pan India Service network and have presence at New Delhi, Mumbai,
Chennai, Bengalooru, Hyderabad, Lucknow, Jaipur, Guwahati and Kolkata for
maintaining the AC package unit installed on the rolling stocks.

WINDOW / SPLIT AIR CONDITIONER

At our Kalaamb factory we are in the business of manufacturing Window and Split Air
Conditioners and are OEM supplier to various multi national companies in India. Here
we have state of the art assembly line for assembly and testing for window and split Air
Conditioners and have also backward integration facility for manufacturing heat
exchanger coils, tubing, capillary etc.

DRY COOLER
LLOYD ELECTRIC & ENGG. LTD. has started new
Product line called as DRY COOLER. As LLOYD is
always committed in saving environment, Company has launched this product which is
a contribution to the mother earth and can save 100% Water by using Fresh Ambient
Air, which is available free of Cost.
The Product has various applications and can be used in various segment such as :

Thermal Power Plants

Nuclear Power Plants

Industrial Water Cooling

Oil Cooling

Cement Industry

Textile Industry etc.

In addition to this, the DRY COOLERS offered by LLOYD comes to you with complete
responsibilities of design, manufacturing, supplying, installation and maintenance.
Please send us your specific requirements and we will be pleased to offer our Product
for your specific applications.

SUPPORT PRODUCTION LINE

PRESS SHOP
Standard galvanised, Steel Aluminium or Copper / Brass
SYSTEM TUBING & HEADER SHOP
We make Return Band, Distributors, Suction / Discharge Lines of different sizes for our
own use and for other customer as per their drawings
and specifications.

RADIATOR FOR DIESEL LOCOMOTIVES

Lloyd is a leading AAR (American Association of Railroads) manufacturer, supplier &
exporter of Mechanically Bonded ( Copper Brass ) radiators for diesel locomotives.
Leveraging our industry expertise, in depth product knowledge & advanced research
and development facilities we are able to deliver high quality and cost effective solutions
to our customers. Higher levels of heat dissipation & optimum performance to weight
ratio of our radiators enable better heat transfer efficiencies and reduce manufacturing
costs.

ALUMINUM HEAT EXCHANGERS

VACCUM BRAZED PRODUCT
Our Aluminum offering includes Vacuum Brazed Heat Exchangers and Oil Coolers
which are manufactured through a state of the art Vaccum brazing furnace from a US
supplier.
Our products also deliver higher structural strength with enhanced corrosion resistance
for a variety of applications.

CHARGE AIR COOLERS

Lloyd's Charge Air coolers provide maximum efficiency with an extruded tube design to
minimize pressure drop that helps to consistently maintain maximum engine operating
power. Furthermore, the durability of our Charge Air Coolers stands up against heat,
vibration, pressure, corrosion providing more dependability & extended use.

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.

To achieve the best possible result, we educate our employees continuously.

The carefully worked-out maintenance system ensures functionality and

accuracy of the machinery. Our Burr-Oak fin presses, fin dies, expanders and
hairpin benders represent a reliable and highly productive manufacturing base.

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

coils are 100% leak tested.

In the coils, the quality is in details:

Quality fine give high air side heat transfer.

Special tubes give high tube side heat transfer.

Different surface treatment methods help to protect against corrosion,

condensing water problems etc.

Lloyd Electric and Engineering Ltd. design of headers and circuiting help to protect the
coils against vibrations.
At LLOYD ELECTRIC we work 24 hours a day, 7 days a week, on the continual
improvement of already applied processes and on the implementation of new efficient
solutions. The continuous improvement mind set is reflected in the company's daily life

as well as in the long-term processes for example, engaging the principles of lean
manufacturing.

MANUFACTURING FACILITIES
Lloyd Electric & Engineering Ltd has been successfully operating its Bhiwadi,
Rajasthan manufacturing facility for the past 23 years and has started second plant in
Kala Amb, Himachal for manufacturing heat exchangers & complete built up window &
split AC. This plant is located in no tax zone.
PLANT - I (BHIWADI, RAJASTHAN)

Production lines:
Coil Shop
Rail Coach A/Cs shop
Sheet metal fabrication
System Tubing
1. Coil Shop

2. Railways HVAC Systems

3. Sheet Metal Fabrication

4. System Tubing

PLANT - II (KALA AMB, HIMACHAL PRADESH)

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 emphasis on training across all levels of the organization.

We encourage one on one relationship between workers and management.

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

We have employed 20% Engineering graduates across all functions.

We have qualified and experienced technical staff.

We
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:[email protected]
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: [email protected]
www.lloydcoils.com

CZECH OFFICE:
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:[email protected]
www.lloydcoils.eu

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:[email protected]
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.

Annual report 2013

Chapter -5
Research methodology

Develop a marketing strategy

Effective marketing starts with a considered, well-informed marketing strategy. A good
marketing strategy helps you define your vision, mission and business goals, and
outlines the steps you need to take to achieve these goals.
Your marketing strategy affects the way you run your entire business, so it should be
planned and developed in consultation with your team. It is a wide-reaching and
comprehensive strategic planning tool that:

describes your business and its products and services

explains the position and role of your products and services in the market

profiles your customers and your competition

identifies the marketing tactics you will use

allows you to build a marketing plan and measure its effectiveness.

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.

Identify your business goals

To develop your marketing strategy, identify your overarching business goals, so that
you can then define a set of marketing goals to support them. Your business goals
might include:

increasing awareness of your products and services

selling more products from a certain supplier

reaching a new customer segment.

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:

Specific - state clearly what you want to achieve

Measurable - set tangible measures so you can measure your results

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.

State your marketing goals

Define a set of specific marketing goals based on the business goals you listed above.
These goals will motivate you and your team and help you benchmark your success.

Examples of marketing goals include increased market penetration (selling more

existing products to existing customers) or market development (selling existing
products to new target markets). These marketing goals could be long-term and might
take a few years to successfully achieve. However, they should be clear and
measurable and have time frames for achievement.
Make sure your overall strategies are also practical and measurable. A good marketing
strategy will not be changed every year, but revised when your strategies have been
achieved or your marketing goals have been met. Also, you may need to amend your
strategy if your external market changes due to a new competitor or new technology, or
if your products substantially change.

Research your market

Research is an essential part of your marketing strategy. You need to gather information
about your market, such as its size, growth, social trends and demographics (population
statistics such as age, gender and family type). It is important to keep an eye on your
market so you are aware of any changes over time, so your strategy remains relevant
and targeted.
Profile your potential customers
Use your market research to develop a profile of the customers you are targeting
andidentify their needs.
The profile will reveal their buying patterns, including how they buy, where they buy and
what they buy. Again, regularly review trends so you don't miss out on new opportunities
or become irrelevant with your marketing message.
While you try to find new customers, make sure your marketing strategy also allows you
to maintain relationships with your existing customers.

Profile your competitors

Similarly, as part of your marketing strategy you should develop a profile of your
competitors by identifying their products, supply chains, pricing and marketing tactics.
Use this to identify your competitive advantage - what sets your business apart from
your competitors. You may also want to identify the strengths and weaknesses of your
own internal processes to help improve your performance compared with your
competition.

Develop strategies to support your marketing goals

List your target markets and devise a set of strategies to attract and retain them. An
example goal could be to increase young people's awareness of your products. Your
corresponding strategies could be to increase your online social media presence by
posting regular updates about your product on Twitter and Facebook; advertising in
local magazines targeted to young people; and offering discounts for students.
Use the '5 Ps of marketing'
Identify your tactical marketing mix using the 5 Ps of marketing. If you can choose the
right combination of marketing across product, price, promotion, place and people, your
marketing strategy is more likely to be a success.

Test your ideas

In deciding your tactics, do some online research, test some ideas and approaches on
your customers and your staff, and review what works. You will need to choose a
number of tactics in order to meet your customers' needs, reach the customers within
your target market and improve your sales results.

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:

Some of the persons were not so responsive.

Possibility of error in data collection because many of buyer may

have not given actual answers of my questionnaire

Sample size is limited to 100 visitors of lloyd electricals .
The sample size may not adequately represent the whole market
Some respondents were reluctant to divulge personal information

which can affect the validity of all responses.

The research is confined to a certain part of delhi .