CHAPTER 4: MARKETING DEPARTMENT

LARSEN & TOUBRO

4.1.1 List of products & Services

I. Construction
 Buildings & Factories
 Transportation Infrastructure
 Heavy Civil Infrastructure
 Water & Effluent Treatment
 Renewable Energy
 Power Transmission & Distribution
 Smart World & Communication

II. Construction & Mining Machinery

 Construction & Mining Equipment

III. Hydraulics
 Hydraulic Cylinders
 Swivel / Rotary Joints
 High Torque Low Speed Motors
 Radial Piston Pumps
 Customised Hydraulic Systems

IV. Hydrocarbon
 Offshore
 Onshore
 Construction Services
 Modular Fabrication
 AdVENT

V. Power
 Coal Based Power Plants
 Gas Based Power Plants

VI. Power Development Limited

 Hydro Power Projects
 Thermal Power Projects

VII. Shipbuilding
 New Construction - Defence Shipbuilding
 New Construction - Commercial Shipbuilding
 Ship Repairs, Refits & Mid-Life Upgrades

VIII. Heavy Engineering

 Process Plant
 Nuclear Power Plant
 Modification, Revamp and Upgrades
 Critical Piping
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 IX. Rubber processing Machinery
 Mechanical Tyre Curing Presses
 Hydraulic Tyre Curing Presses
 Tyre Building Machines
 Auxiliary Equipment
 Spares
 Tube Curing Presses
 Bladder Curing Presses

X. Metallurgical & Material Handling

 Metallurgical & Material Handling

XI. Valves
 Gate, Globe & Check Valves - Bolted Bonnet
 Gate, Globe & Check Valves - Pressure-seal
 Trunnion-mounted Ball Valves
 Triple-offset Butterfly Valves
 Digital Solutions

4.1.2. Market segmentation

i. Diversified product from tie-upes with global majors.
ii. Manufacturing facilities in chaina for value & rubber processing machinery.
iii. New manufacturing facilities in Coimbatore (India) for values.
iv. Revenues growing at a CAGR of 28% over the past 2 years.

4.1.3. Positioning strategies

Our strategy is to create more value with the circular economy
The circular economy is about understanding and preserving value. L&T’s strategy is to create
more value with the circular economy for our customers, personnel and society in a broader sense.
Achieving this also means growth in value for our owners.
i. Value for customers: The value of work done for our customers can be seen in, for example, an
improved recycling rate, more satisfied tenants and more efficient energy consumption. We
continuously develop our services according to our customers’ needs and regularly measure our
success. Our goal is an excellent and continuously improving customer experience.
i. Value for personnel: We want our personnel to enjoy their work and go home in good health
after a working day. We offer meaningful work as well as opportunities for career paths and
competence development. This is how we pursue a better personnel experience and an increase
in the personnel recommendation rate.
ii. Value for society: The value created for our society is formed out of actions for mitigating
climate change and preserving natural resources. We replace virgin raw materials with secondary
raw materials, replace fossil fuels with renewable bioenergy and develop new solutions for the
circular economy. The objective of this is to continuously grow our actions’ carbon handprint,
our positive effect on the climate.

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 We assume our social responsibility by, for example, also offering jobs to those who are
struggling to find employment.
iii. Value for owners: We separate the wheat from the chaff and turn the chaff into value, but we
cannot do everything. We cannot act rashly. We do not take reckless risks and do not think of
growth as a casino with quick profits. We are serious about this business. We are a real corporate
citizen and we are a good investment.
We reach for faster and more profitable growth compared to our market, all the while
maintaining a stable financial position and economic flexibility.

4.1.4. Promotion tools

The promotional and advertising strategy in the Larsen & Toubro marketing strategy is as follows:

Larsen & Toubro has always been a company which has focused on advertising and marketing for
creating brand awareness. The promotion and marketing activities in its marketing mix is done by
360 branding ie using commercials, sponsorship of events, using all media etc. L&T has received
several awards for its services, which include Rajiv Gandhi National Quality Award given to
Bengaluru division and Golden Peacock National Quality Award in 2012 to L&T power. L&T was
ranked among the top companies by Newsweek in its global list of industrial sector for being a
green company. Larsen & Toubro advertises its campaigns through electronic and print media,
social media and billboards. It mentions that its business is driven by focus on sustainable practices
that has commitment to the communities. In 2017 it has won FICCI Quality Systems Excellence
Awards for Industry - Platinum Prize in Construction Sector’ in the Large Size Organisations
category. L&T has released several advertisements on tv and social media promoting its brand.
Hence the marketing mix of Larsen & Toubro (L&T) is completed.

4.1.5. Pricing methods

Below is the pricing strategy in Larsen & Toubro marketing strategy:

Larsen & Toubro has ventured into diverse product portfolio and it has estimated a revenue of
100,000+ crores at end of financial year 2015-16.

L&T has used penetration-pricing strategy to enter the market and hence bids for tenders as per
market conditions. Larsen & Toubro has taken up several government projects that includes
construction of bridges, dams and canals. The pricing decisions are affected by environmental
factors and the economy. The fall in commodity prices has a negative impact on the economy in
terms of reduced profitability leading to financial distress in business. This gives an insight how
Larsen & Toubro prices’ its products & services in its marketing mix.

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4.1.6. List of products exported & in which country(s).

product country

GR90050 totaliser quantity Sri lanka

switchgear & controlgear ACB rated 1250a tph type United Arab emirates

thermal spray powders fluxes,epoxy compound Sri lanka

eutector flux

printed lug caps with internal coa ting lined with Mauritius
pvc compound 53mm printe d black on white l

free printed material of no commercial value: in Saudi Arabia

tune with custo

TABLE 4.1: list of product exported in country

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 RELIANCE
4.2.1. List of product & Services
i. Petroleum retail
 Petroleum retail
 Liquefied petroleum gas (LPG)
 Transportation fuel
 Auto LPG
 Fleet management services
 Highway hospitality services
 Vehicle care services
 Convenience shopping
 Foods
 Lubricants
ii. Polymers
 Polypropylene (pp)
 Polyethylene (HDPE, LLDPE & LDPE)
 Ethylene vinyl acetate copolymer (EVA)
 Polyvinyl chloride (PVC)
 Poly-olefine HDPE & PPR pipes
 Synthetic rubbers
 Polybutadiene rubber (PBR)
 Styrene butadiene rubber (SBR)
iii. Chemicals
 Linear alkyl benzene (LAB)
iv. Oil & gas Exploration & production
 Crude oil & natural Gas

4.2.2. Market segmentation

Marketing strategy helps companies achieve business objectives. There are several marketing
strategies like product/service innovation, marketing investment, customer experience, etc. which
have helped a brand grow and place itself better in the market.
Reliance Industries’ marketing strategy focuses on implementing aggressive marketing tactics for
its telecom subsidiary, Reliance Jio and retail subsidiary, Reliance Retail
In all its market sectors, Reliance Industries Limited enjoys global leadership in its O2C business.
With Jio being its fastest-growing business, it has all the proper marketing campaigns and strategies
in place.

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4.2.3. Positioning strategies
when compared with other companies, spends lesser in promotions but believes in reducing prices
to attract its customers. It sticks to more of BTL advertising as compared to ATL as its costs less to
the company, which it does mostly or its retail sector and new launch products to create an initial
buzz among the customers, Reliance Communication’s “KarloDuniyaMutthi me” slogan of 2003
and promotional activities of recent launch of Reliance Jio being the prime examples of this.

4.2.4. Promotion tools used

The promotional and advertising strategy in the Reliance Industries marketing strategy is as
follows:
Reliance Industries is heavily inclined towards advertising and brand promotion. The promotional
strategy in the marketing mix of Reliance Industries is focused towards 360 branding and
aggressive brand promotion. Reliance uses the tagline “Growth is Life” and has encapsulated its
sentiments of taking people together. RIL owner Mr. Mukesh Ambani acquired rights of the
Mumbai Indians franchise for 10 years and this acquisition is instrumental in bringing the Reliance
brand to limelight. Reliance Industries had roped in popular Bollywood actor Hrithik Roshan for
endorsing Reliance Telecom. It announces discounts and conducts various promotional activities at
various Reliance outlets. Due to its strong brand awareness, Reliance Industries has attracted
customers across its various stores. Weekend discounts, bulk purchase and customer loyalty points
often lead to increased customer base. Jio Digital Life tagline is taken into consideration with
#Digital India that target youth using smartphones and other devices to be digitally progressive.
Hence, this covers the marketing mix of Reliance Industries.

4.2.5. Pricing method

Below is the pricing strategy in Reliance Industries marketing strategy:

Reliance Industries follows different pricing strategy for different sectors.

Hence, the marketing mix pricing strategy of Reliance Industries is diverse, based on competition
and market leadership in some sectors. It follows penetration pricing for retail, telecommunication
and health. When the company launched Reliance Jio, it offered free Jio services to its customers
during the launch period to increase market share.

However, the retail and telecommunication sectors are at loss, but the company is providing offers
to customers to increase its customer base. The pricing decisions on petroleum sector largely
depends on the macro environment factors and global market scenario. Outlets such as Reliance
Fresh, procure its products directly from the source hence it has cut down on the intermediaries
thereby providing benefit to the consumer in terms of discount and price reduction. Reliance

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 Industries carries out thorough pricing analysis before coming to pricing decisions and is influential
factor for its rise in the competitive market.

4.2.6. List of product exported & in which country

product country
transmeter and parts USA

Complete steam ejector France

eddy current equipment Germany

tools for removal of catalyst -

Re-export under sec 74 spinneretts Netherlands

TABLE 4.2: list of product exported in country

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 TATA
4.3.1. List of products & Services
I. Iron and Steel
 JAMIPOL
 NatSteel Holdings
 Tata Bearings
 Tata Steel
o Tata BlueScope Steel
o Tata Metaliks
o Tayo Rolls
o Tata Sponge Iron
o Tata Steel Europe
o Tata Steel KZN
o Tata Steel BSL
o Tata Steel Processing and Distribution
 The Tinplate Company of India
 TM International Logistics
II. Services
 Drive India Enterprise Solutions
 Mjunction
 Tata Advanced Systems Limited
 Tata AutoComp Systems
 Tata Interactive Systems
 Tata NYK

4.3.2. Market segmentation

While Tata Steel has consistently been one of the most profitable and lowest cost producers of
steel1 in the world, the Company needs to address challenges such as improving productivity,
maintaining cost competitiveness, and being agile and innovative in a rapidly evolving business
environment.
Tata Steel aspires to further strengthen its leadership position, and for this purpose, has defined a set
of Strategic Objectives (SOs). To achieve the SOs, we have also identified a set of core capabilities,
known as ‘Strategic Enablers’.

4.3.3. Positioning strategies

Tata Steel and state-owned SAIL have hugely been able to protect themselves from raw material
price fluctuations due to the possession of their captive iron ore mines. Tata Steel is positioned as
one of the lowest cost markers of steel internationally. Other private steel firms, hit by high iron ore
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 and coal rates, have transferred on the hikes to the consumers leading the government to push down
on price increases to control the rate of inflation.

4.3.4. Promotion tools used

The promotional and advertising strategy in the Tata Steel marketing strategy is as follows:

Tata Steel is a business to business brand, and has no direct business with the consumer. In B2B
Marketing, promotion and advertising plays an important role in order to increase the sales.

TATA steel started branding its product in order reach to customers in an efficient way. Its strategy
mainly focussed on branding and moving to high value added products. Certain internal campaigns
were started whose focus was customer. Some taglines such as “Customer first-haar haal mein”
were started. Communication tools used for the Tata Steel brand launches were mainly print ads
and outdoor advertising. TV commercials were launched giving messages of happy customers.
Hence, this covers the marketing mix of Tata Steel.

4.3.5. Pricing methods

Below is the pricing strategy in Tata Steel marketing strategy:

Tata Steel is a leading steel manufacturer not only in India, but in the world.

In steel industries there are various factors that affect the pricing of the products. Like other
companies, the marketing mix pricing strategy of Tata Steel is also dependent on various factors.
Some of the major factors are as follows:

1. Cost of production

2. Demand in the market

3. Government regulations

Competitions

Tata steel is well known for keeping its production cost very low. This gives Tata Steel a
competitive advantage over others. There are various reasons as to why the companies production
are so low compared to other competitors. Few of them are:

Tata Steel acquires its raw materials and other products required both from the domestic market as
well as globally. The company has coal mines in Jharia and Bokaro. The mines in Bokaro has
reserves of around 196 million tonnes. It also owns iron ores and chromites mines in other parts of
the country.

Tata steel has used technologies which help them keep the production cost low thus helping it
maintain the good quality as well as keep the price low.
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 The demand for steel has also increased in recent years. Also one more advantage of Tata Steel’s is
that their iron ore reserves are much more than their current needs thus giving them an advantage.

Tata Steel has adapted Market Penetration as their pricing strategy. They assume that the demand of
the product is highly elastic. So, capability of Tata Steel to maintain low price helps them maintain
a huge customer base.

4.3.6. List of products exported & in which country(s)

product country
H R coils Thailand, south Africa
Ferro chorme Korea, japan, south east asia
wire Singapore , malaysia
Cast iron Belgium, united arab emirates
Steel bar & rod United arab emirates
Other parts of MTL rolling mills bahrain
TABLE 4.3: list of product exported in country

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 Adani
4.4.1 List of products & services
The company has the largest range of edible oils spanning across the categories of Soya, Sun,
Mustard, Rice bran, Groundnut, Cottonseed and the company has extended its basket of offering
with the introduction of functional oils Xpert ProSugar Conscious & Xpert ProImmunity Oils which
helps in managing the blood sugar levels and boosting immunity respectively. Besides edible oils,
AWL has also forayed into packed Basmati Rice, Pulses, Soya Chunks, Besan, Fortune Chakki
Fresh Atta, ready to cook superfood Khichdi and Sugar. It also launched Soya Chunkies, a healthy
snack which is easy to cook and serves as powerhouse of protein.

Similarly, as a logical extension to our successful launch of Fortune Chakki Fresh Atta, we
introduced products like Maida, Sooji and Rawa, further strengthening our food portfolio. Moving
out of the kitchen and into the personal and skin care category, we launched our first product –
Alife Soap and recently added Handwash & Hand Sanitizer to the personal care product basket. The
product portfolio of Adani Wilmar spans under various brands such as - Fortune, King’s, Bullet,
Raag, Avsar, Pilaf, Jubilee, Fryola, Alpha, Alife and Aadhar.

4.4.2 Market segmentation

Market segmentation is the process through which marketing managers at Aall Adani can divide the
large market into smaller segments based on distinct needs, characteristics, or consumer behavior.
Aall Adani can do segmentation based on following criteria – geographic, demographic, usage, user
status, income, lifestyle, value proposition priorties, benefits sought, loyalty status, gender, social
class, self-perception, psychographic factors, and other attitudes.
One of the most widely used multivariate segmentation system is – PRIZM, developed by Claritas.
It is widely used by various marketing and advertising agencies. It comprises 68 customer segments
based on the US Household Purchasing Preferences data.

4.4.3 Positioning strategies

Identify competitive advantage or unique value proposition on which position the brand in the mind
of the consumers.

Choose competitive advantages that are most compatible with Aall Adani marketing strategy.
Marketing managers at Aall Adani can make perceptual maps to better understand competitive
positioning of various brands in the market place.

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 Finally Positioning the brand as a deliverer of superior value to the target segment and effectively
communicating that position to consumers using marketing mix and promotion mix.

4.4.4 Promotion tools used

The promotional and advertising strategy in the Adani marketing strategy is as follows:

With Adani’s several benchmarks, such as being one of the largest suppliers of coal in India, largest
revenue earner for the Railways of India to being the largest importer form Indonesia, Adani has
made a mark unmatched by even some of the biggest infrastructure and energy companies in the
world. Banking on such prestige, Adani’s brand name gets its boost from subtle online advertising
and expensive newspaper and TV commercials. It mostly used Above the line advertising
campaigns to further its reach and high investment plans and is projected as one of the most
dependable high capital companies in India.

4.4.5 Pricing methods

Below is the pricing strategy in Adani marketing strategy:

Adani Group has diversity in its services and hence a varying price offering.

With total sales value of INR 10,000+ crores from power supply and INR 2000+ crores from coal
sales, Adani Enterprises has proven to be a rapidly growing company in India. Since the group
deals with infrastructure, coal, port, power generation and other projects involving huge capital
investments, it needs to have healthy working capital and cash reserves. Its value propositions in the
B2B space along with liasoning with auxiliary agencies help it achieve the stupendous growth year
on year. As far Adani’s low priced products are concerned such as Fortune vegetable oils, it
competes head to head with Sundrop offering good quality and value pricing, thus retaining its
perfect pricing strategies across the board. Hence, this gives an insight in the pricing policies of the
products & services in its marketing mix.

4.4.6 List of products exported &in which country

products country

prawns Canada, china

Diamonds Cut & Polished In India United Arab Emirates

Cotton yarn Veitnam , bangladesh

Processed preserved frozen japan

TABLE 4.4: list of product exported in country

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