“A STUDY ON MARKETING STRATEGY ADOPTED BY ELITE

LABELS PRIVATE LIMITED BENGALURU”

Submitted in partial fulfilment of the requirement

for the award of the Degree of 4th Semester examination

MASTER OF BUSINESS ADMINISTRATION

OF

BANGALORE UNIVERSITY

Submitted by

MEGHANA.B.S

(REG No:17P6CMD095)

Under the guidance of

Mrs. PAVITHRA

ASS.Professor

COMMUNITY INSTITUTE OF MANAGEMENT STUDIES

 2nd Block Jayanagar, near Ashoka pillar, Bengaluru, Karnataka, 560011. (2017-
2019)
Chapter - 1

INTRODUCTION

Meaning: According to American Marketing Association, Marketing is an organizational

function and it is a set of process of creating communicating and delivering value to the
customers and for managing customer relationship in the way that it benefits to the
organizations. It is a process of planning and executing the pricing, conception, promotion
and the distribution of goods ideas and services to create the exchanges that will satisfy the
individual and the organizational objectives.

According to Prof.Philip Kotler, “Marketing strategy is the basic approach that the business
unit will use to attain its goals and which comprises of elaborate decisions on largest markets,
market positioning and mix and marketing expenditure allocation. Marketing strategy is
composed of a set of sub strategies concerned with competition, market segmentation, target
markets, positioning, price, promotion and distribution.

A marketing strategy is a plan or an approach for marketing your products and services.
Successful marketing strategies create a desire for a product. A marketer needs to understand
consumer likes and dislikes. In addition marketers must know what information will convince
consumers to buy their product and whom consumers perceive as a credible source of
information.

The marketing strategy lays out target markets and the value proposition that will be offered, based
on the best market opportunities.

A marketing strategy helps to develop efficient ways to reach customers and encourages their
future loyalty to a business product and services and marketing plan focuses on the best
opportunities for increasing sales and rising above the competition by focusing on the
company’s strengths. The interrelated elements of the marketing plan build the course of
action for a company. The biggest challenge of all the businesses is to find customers, it’s
almost impossible to have successful business without them. A marketing strategy defines
the objectives and describes the way marketer are going to satisfy customers in the chosen
markets.
Elements of marketing strategies:

Real Customers:
Marketing strategy should try to address the customer needs which mean what they want,
what they need which are currently not met in the market place. In this which shows the
adequate size and the profitability. A good strategy which cannot helps in the small business
to do all things to the people and they analyses in the market and the capabilities which
focuses on the real customers which can serve the best.

Differentiating factors:
In a market place, a imperative business marketing strategy which is unique. The
uniqueness can be in the form of make or break element in today’s business world.

Establish the marketing goals:

Setting up of the marketing goal is one of the major elements of good marketing
strategy, one of them can set a realistic goals stating that what are the wants to accomplish
with the marketing plans. One of the marketing goals of any marketing strategy is to gain the
customers and the profits. In this one of the important goals in the strategy is to provide
quality and the customer services provided by them.

A clear target:
The identification of the potential and the existing customers and the needs is one of the
key elements in the marketing strategy. With all this information the company addresses these
needs fully thoroughly and successfully than competition. One of these businesses cannot
meet all these needs for all the persons. So, all must analyze the market to determine how one
will focus on each individual needs with the all target market.

Brand identity:
Each and every businesses needs to identify that there is a part of focused marketing
strategy. This brand has an overall proposed message of the company of its products and the
services. In this, which it describes what the customers and other should think and how they
feel whenever they encounter to the company or its products and the services.

Strong message:
With a good marketing strategy is the company message, which must be clear and
inviting. The business should be stand apart from the rest and by communicating the
consistent marketing message. This will convey the companies unique and the business will
offer more and more and the better service and the higher quality of the products and then the
competition. Each and the every marketing strategies message should be about the benefits
of the companies prosuct and the services will be offer to its customers.
Importance of Marketing Strategies:
 Marketing strategy provides an organization control over its competitors.
 It helps in discovering the areas which are affected by the organizational growth.
 It helps in creating an organizational plan to satisfy the customer needs.
 Marketing strategy ensures the effective departmental coordination.
 Marketing strategy helps in the organization to make optimum of resources to provide sales to
its target market.
 Marketing strategy which helps in discovering in the areas which are affected by the
organizational growth.
 Marketing strategy which helps to fix advertising budget in advance and it develops the methods
which determines the scope of the plan.
 Marketing strategy helps in fixing right price for an organizational goods and services
information collected by the market research.

Steps for successful marketing strategies:

• Situation analysis
• Mission
• Marketing mix
• Mission
• Marketing planning

These are the process of marketing strategies that are deliberately in the series of the steps
which will help you to identify and they need to reach their goals. Even, while in the
discovering, what are the customer wants and the needs that will develop products and
they meet in the business needs. These are the steps for the successful marketing
strategies.

Purpose of marketing strategies:

 Marketing strategy is the way of life, both in the macro as well as micro levels for everyone if
it is for nation and for the company.
 A marketing strategy is an operational tool for every company to achieve their goals and that is
the corporate mission.
 Marketing strategies do not attempt to outline exactly, how the enterprise will accomplish their
objectives.
  A marketing strategy provides a framework to guide thinking and take related action, the
strategies are very much useful in the organization for guiding planning and controlling.
 In any company it may formulate its own strategy to bring out the desired results.
 The following success of an organization depends on the strategy formulation and the
implementation.
 Marketing strategies are created for the purpose of capturing, a certain segment of the market
and the majority of the small business strategies are more common in the nature.

Objectives of marketing strategies:

Better information:
Marketing strategies make available you with the better information that, you cannot
access. It often requires the marketing research and the research which can help to gain the
better knowing of the market. In this how, it works means who is your real customers we
should know. A marketing strategy which also helps you in the form of goal based in the
combination of the performance and the projections. These, such attentions are performance
and which returns to help in creating the accurate and the realistic annual goals and the
projections.

Target approach:
Marketing strategies can give our marketing efforts and the campaigns which will focus.
As an alternative of hoping the customers they find their way to small business and they do
marketing to each and every one all the time. Marketing strategies which help to split, which
is into ocean of customers to controllable segments. The segments can be addressed
individually which is to understand the marketing message is in attractive to each one. This
result will be more effective campaign and development which will recognize the brand
among the target segments and the market.

Market Identification:
Market identification which means, it represents one of the key objectives or the element
of the marketing strategies. In order to marketing strategy which is to serve the normal
business goals to increase the profits. It is the account for demographic which represents the
viable customers. The marketing business which provides the high volume water filtration
equipment’s, for example a business which is likely to focus on the marketing efforts on the
large manufacturing and the industrial concerns which requires the high volume of filtered
water such, as food production.

Getting stuck:
Major downside for the marketing strategy is the dependence which cause for the small
businesses. When, small business choses its marketing strategy for one year and it should be
followed throughout the end where there is a no matter of occurring any consequences. When
market changes or the marketing strategy fails the amount of resources and the effort which
we have put into for the development and for the distribution are too great to allow the
alterations and getting something in the right position. One of the market dimensional
approaches is to marketing not even once with a good idea but, in some of the cases even
multi faced campaigns which fall victim to much similarly between the initiatives and it focus
on the single targeted market.

Marketing mix:
In the marketing strategy, marketing mix is one of the main objectives which will
determine in the business. Marketing mix has a four p’s which consists of product, price,
place and promotion. These four p’s is very important in the business factors. The factors
which line up with the typical ideas of what marketing will do or does. Such as advertisements
and public relations while other factors cannot do, Such as pricing strategy and inventory
management. In marketing mix which we will decide and helps the business and it clarifies
the issues such as how the customers get to know about the product and the services and how
much the business can certainly expect to make the profit

Expense:
In the marketing strategies expense is one of the important objective. The cost involved
with some of the marketing strategies which places them out to reach for some of the small
businesses. These small businesses are not able to collect data. Purchase information and thry
produce right marketing campaigns to address each segment of the business.

Positioning:
Positioning is a middle ground between a business objective in the market and it is the
one of the important objective of the marketing strategies. But, it has the implications for the
marketing and in the business. It is the spirit of positioning which boils down the wants of
the business to the customers to recognize its products and the services. When they are similar
in some of the respects they, do not do mistake in the positioning for the branding. In this
branding deals with the visuals, emotional response and the identification with the culture
and they built around the company. Rather, than specific in the perceptions about the products
and the services.

Advantages of marketing strategies:

 Marketing strategies which promotes your business to the targeted customers and it helps what
they want and what they need these are the one of the advantage of the marketing strategies
 A marketing strategy is one of the most effective ways to reach the targeted customers in the
groups by knowing their needs, wants, behaviors, habits and to know where the information
they will get.
 Marketing strategies helps you to understand the customers and they will do market research
before they develop marketing strategy.
 A marketing strategy with the development of digital information even in the small business
have been accessed the information about the potential customers.
 A marketing strategy which helps to brand your business.

Phases of strategic marketing process

1. Planning phase
 Planning phase is one of the most significant and it analyzes the internal strengths and
the weaknesses, and externals are the competition, industry cultural shifts and changes in the
technology. Here it provides the complete picture of the organization. This is the phase which
has the 4 components and it provides the correct picture of your company or the organization
and what they are doing.

Here the SWOT analysis which defines the strengths, weaknesses. Opportunities and the
threats of the business in the organization and they reveal the company’s position which
respect to the market, to maximize the strengths and to minimize the weaknesses of an
organization they must perform the following points
 They should analyze the competitors
 They should research the company’s current and prospective customers
 They should access to the company
 They should identify the trends in the company industry

Once the investigation is done the results should be used as the basis for the developing the company’s
marketing strategic plan which should be measured and to attain.

• Setting the marketing goals and the product goals

The customer need to understand the goals which can be set to meet
and then growing of the chance with the new products. Finding the difference of the points
in the company, selling point each one of the product should be as well as to have a certain
set of characters or physical appearance which makes the superior to the competitive
substitute.

• Setting marketing programs

Once the customer’s needs have been determined, then decisions have to
be made about which product will resolve or satisfy these needs. A marketing mix or the
program which must be developed, marketing program is one of the aspects of the planning
phase in
which it concentrates on four p’s. The budget is desired for each one of the elements in the mix.

• Market product focus and the goal setting

Once the company is setting the goal, it should question where the
company is standing, and what the wants of the company to achieve are and it should be
answered. The next in the planning process is to determine, the resources should be allocated
once it is done then how to fit these plans into the focus action. To do this the customers
should be divided into the segments and to determine, what are the specific marketing
techniques which will reach to the each targeted groups and each of the groups which should
be needed. In this, the next is to determine the goals and set the products which are needed to
the various groups.

• Position of the product

 In the market the people’s attention on the product is the go to their
problem, through the emotional and the psychological marketing customers which will
associate the brand with the solutions and they eliminate to their choice.

• Selecting the target customers

Based on the research, the commonalities or the similarities and the way of
needs and the goals which both have to met.

• Product strategy
This is one of the element of the marketing strategy which focuses on the features
of the product, branding, packaging, and the warranties of the product.

• Pricing strategy
Pricing strategy is one of the important strategy which focuses on the, list of the
price, price allowances, reductions, offers, discounts, payments and credit conventions.
• Place strategy
Place strategy is one of the crucial strategy in the marketing strategy, which
focuses on the outlets, distribution channels, transportation of the products which should be
get to the customers when they are need of the product.

• Promotion strategy
Promotion strategy is one of the important strategy in any of the business, it is
one of the platform to promote the products directly to customers, advertisements, direct
marketing, public relation, sales promotion which creates the brand awareness about the
product.

2. Implementation phase
After planning phase the next phase is implementation phase which is the action
portion of the process. If the organization cannot carry out the plan which was strong-minded
in the initial stages, when the hours spent in the planning which were unexploited. If the
planning was sufficiently and proficiently (adequately) structured, which the program can put
into consequence through the sales estimate and the budget which were using the following
four components.

 Obtaining the resources

They should develop the market and they should introduce with the more technology
for marketing the new product.
 Designing the marketing organizations
Here they should place the marketing hierarchy properly and they should see the
plans and they should organize
 Developing the planning schedules
This is the time which needs to be develop and allocate the specific tasks so, they
can accomplish the plans.
 Executing marketing plan
 Executing the marketing plan effectively which will take an attention to the
detail information and which focuses on the strategies that tactics which will help to
the plan in the marketing the products.

3. Evaluation phase or control phase

The control phase or the evaluation phase is known as checking phase. In this the process
which involves in the confirming that the outcomes of the program are in the line which are
in the goal set, the marketing team particularly the manager who will be observing the needs
and the deviations in the planning and they quickly correct the negative deviations to get on
the course. A few ways to control the effectiveness of the marketing strategy which includes
the paying attention to the strategies verses to the tactics, here which the strategy defines the
goals and the tactics defines to the actions to achieve the goals. Actions verses the
contingents, a strategic goals which defines, it should be realizable through the tactics and
that supports it rather than which dependent upon the strong outside forces. Marketing
strategies should be, backed by the business plan and with the tactical moves to accomplish
the goals.

Process of developing marketing strategies

Segmenting the market:
Here in the market there are wide categories of the people in the market who is
having the different needs and the wants of the customers about the products, in the market
the marketer are very much interested in finding out the different groups of people with the
related (similar) needs this process is called as segmentation. A larger market segment which
having a maximum consumers in the market who is having a same needs and the wants. Here
in this, the segment is divided into two markets larger market to smaller and homogeneous
markets, they are which are in similar needs and the similar wants and the responses
(reactions) to the retail marketing activities. And which are significantly dissimilar from the
other sets in the market

Selecting the target market:

Target market is one of the marketing strategies for developing in the market and
should be understand the target markets. once the target market is selected after that, a much
important marketing strategy of the organization which is determined expressed and defined
the target markets. the organization which may not concerned in all the segments, because of
changing the degrees of potential, risks, and the profitability. In this the possibly will be the
segments which will assure the profit and the segments which will demand more investments
by developing the market.

Positioning the offer:

Positioning the offer is very much important process for developing the marketing
strategies. The organization which has already selected the important target market and they
decide the offers in the organizations. The idea (point) of the organization which has to clarify
that, what are the proposes which to do the offers and how the wants of the offers to be
perceived by customer in the organization, what is the position it seeks in the fiem and the
what image it suggests to build its offers in the organization.

Assembling the marketing mix:

One of the target market and the marketing mix which are together organizes the
important marketing strategy stage in the organization. Here in the developing marketing
strategy the assembling the marketing mix which means, the assembling the four pieces of
the marketing mix with the correct combination in the firm which involves the process of
choosing the suitable marketing activities, and allocating the appropriate (suitable) marketing
hard work to each of them in the market. Here the other elements which link to the
advertisements, promotions and the pricing are very important elements in assembling the
marketing mix.

Chapter - 2

INDUSTRIAL PROFILE
A label is one of the pieces of plastic, paper, cloth, metal, film and other materials that
contains the product, which is in written form or printed form or information or symbols this
is about the product or the item. The information printed directly on the container or the article
which is called as labeling. Labels are used for the many companies that can be in any
combination of identifications. These are the information and instructions that are to be used
for the environmental advice or advertisements. These labels may be stickers, temporary
form, permanent labels or printed or packaging.

Globalself adhesive label industry, this report is offering a greater unique mix of the region
wise research. This special industry is knowledge and research expertise. This is the report
which delivers the history, growth, industry overlook, opportunity, challenges, analysis
growth and the trends in each sector.

In recent days many more international MNC companies are waiting to enter tis self adhesive
label manufacturing area. They are looking for the best opportunities, time and the right
partners. These industries having a definite growth path today and in the future. It is just a
matter of time because it becomes a larger market in the label industry in the world.

History of the label industry

Since before 1880’s the colorful paper labels are used for the products which manufactured.
Europeans artists introduced to America this profession known as the ‘lithography’ it is one
of the first commercial art. It is the main aim to catch the customer attention towards the
products, they stick the labels by the help of the gum to the layer or surface. Because, to
overcome the competition in the market place. This is the recent lithography, orchard owners
are used for their fruit business to bring the customers attractions toward their fruits.

In the year 1930’s R. Stanton Avery decided to implement the idea about using the papers to
the labels. Adding one type of the gum in the back of the paper stock then it should apply to
a liner over the adhesive, it is the first and foremost self adhesive labels. Quickly self adhesive
labels became the industry, it standards for the labeling industry products.

After fifty years in the eighty’s decades the new innovation or the discovery of the inkjet
printers. By help of the people they began to print self adhesive labels by their own. In the
initial stage small and large businesses could offered, because of costly. Year by year the
printers price started to fall because of every household, business ventures could offered to
print self adhesive labels by their own. MNC companies are also looking forward to these
self adhesive labels and adding templates for the popular word processing programs.

Decade earlier R. Stanton founded the company named ‘Avery’. It produces self adhesive
labels in standard sized sheets quickly for consumer use. Today thousands of the templates
are used for the Avery websites features with their self adhesive label brand names.

The laser printers entered into the market increased only the easy and convenience SAL
printing of your own. Now by the help of laser printer SAL can be printed so faster as well
as the cheaper and also with the more clarity than before.

HISTORY OF THE INDIAN LABELLING INDUSTRY

THE VERY EARLY STAGE

Bringing of the self adhesive labels into India the credit goes to a USA MNC Johnson and
Johnson co., came to India in post independence time in the year of 1947. In the year of
1957 they where setup Johnson and Johnson India LTD. After two years later they set up a
department called perm cell division to produce the self adhesive tapes. Around the year
1965 that they were entered into self adhesive labels manufacture.they establish a rotary
labels press they produced and sold converted labels only and did not sell only label stock to
others, because of this reason their was no scope for others set up /enter to labels presses or
sticker manufacturing facilities.

THE SIXTIES DECADE

Around the same time the first Indian printer also start to produce the self adhesive labels .
manohar Das Bhatia, a screen printer , was manufacturing water transfer in his ( sharath
industries) company;He did pioneering work and manufactured the first self adhesive
stickers in India manohar Das Bhatia was later joined sons shyam and rattan. They were
worked hard to make self adhesive stickers under their own brand “sharastick” it was
popular in those days.
Screen printer with fourtyfive years to experienced badalhasijia says, “Really Manohar Bhatia
was the first and 101 percentage he was the first”.

One of the earliest self adhesive screen printer has jagdishzaveri of preeti arts. The
manufactured self adhesive stickers and they also set up around the time other prominent
screen printers and hamid vasi of triace. Vasurawai of prachi graphs and dinesh their
contribution were more in the earlier years 70 s.

Earlier to end of the decade of 60 s a youth suresh doshi who from a textile merchant family.
He decided and to manufacture the self adhesive was papers therefore he went to German and
visit many machinaries producing companies. Then finally he select to buy a kroenert coater
machine for his new business. These machines would be creating the revolution in the label
industry in India.

THE SEVENTIES DECADE

In Mumbai in the year 1971 the laminator (kronert) was landed. The shantilaldoshi and
co.was set u by doshi family, this was the boundry mark year and it has lead to the
beginning of the self adhesive labels in the role from made by Indians. After two years the
doshis were starts try to manufacturing label stocks. The BASF was provided the solvent
based adhesive and also it was the time to the label stock manufactured in India by Indians.
In the first time of Indian history any shape of die-cutself adhesive labels are produced by
Johnson and Johnson. They were using the expensive, costly rotary dies in international
trading co, had completed their native flatbed die marketing process.

CHALLENGES FACING LABEL INDUSTRIES

 Disorganized and greatly fragmented industry
 Continuous raising key materials cost ,that is chemicals and substrate adhesive
 Delay in reforms
 Sustainability plus environmental issue.
 Decoration technology and different alternative labels

MAJOR PLAYERS IN THE INDUSTRY

Top label printers in India

 Print week India

 Inter labels industry private limited
 Janus international
 Letragraphix
 Maharshi labels
 Mudrika elslab
 Renault paper products
 Reynders India
 Seljegat
  SGRE labels  Super labels
 Universal print system
 Webtech industries
 ITW signode (formally wintekflexo prints)
 Zircon technologies

Top labels printers in Bengaluru

 Vision labels India private limited

 Vijayalakshmi enterprises
 Sjs enterprises pvt ltd
 shivlik enterprises
 sahara labels pvt ltd
 perfect industrial print tech
 orian coating pvt ltd
 micro labels pvt ltd
 image labels pvt ltd  canara labels private limited.

COMPANY PROFILE

ELITE LABELS PVT LTD

Elite labels pvt ltd is one of the private label manufacturing company which was established
on 28th August 2001, as Partnership Company and in the year 2007 and it became a private
limited company with indigenous equipment’s. This company is categorizing as a non-
government companies and it is register at register of companies located in Bengaluru. Elite
label’s is also one of the ISO 9001:2008 certified company.

In 2003 they accomplished as an international recognition in the relation to the commitment

of the total quality control. Elite labels also have been certified and approved by UL Authority
of USA. An elite label which is catered as the best world class various labels for different
industries in India and the overseas and we mainly concentrate on the development of the
superior quality products, with the cost effective and they deliver the assurance.

The company is manufacturing the self-Adhesive labels, Tamper Evident labels, Key pads,
Product labels. Pu domes, Vinyl labels, Advertisement labels and etc., to cater electrical,
Electronic, Medical equipment manufacturing companies, using the conventional and
semiautomatic machines. This company is having dedicated team which includes technical
professionals whose aim is to meet the company’s mission and goal. The company which
believes in the philosophy of the customer and the supplier relationship which is evident of
the quality of the products. Elite labels having the experienced BOD and the participating
leadership team, it also hires well experienced people. It helps to deliver the superior customer
delight and Elite labels produces the special labels specifically for the, Automobiles,
Electricals, Electrical industries, and Pharmaceutical industries and year to year Elite labels
is continuously growing. Elite labels pvt. Ltd. manufactures and supply of labels is committed
to enhance customer satisfaction by supplying quality products on time, through continual
improvements in all our process in the organization.

Directors are Mrs. Gunasheela.T and Managing Director Mr. Suresh babu.S.T who have more
than 25 years of experience in the managing label manufacturing plant successfully.

Company Growth

Elite Labels Pvt. Ltd has grown continually over the years by taking a professional approach
to its business, focusing on the fundamentals, hiring top-notch quality people, and developing
and providing only the highest quality service to its customers. As a result, it has attracted
and maintained a long list of satisfied customers. Our company has grown at a rate of 30 - 40
percent every year since its opening in 2001. (in percentages)
 ORGANIZATION STRUCTURE OF ELITE LABELS PVT LTD

MANAGING DIRECTOR/
DIRECTOR/ ACCOUNTS
MARKETING

ACCOUNTANT

Assistant department manager

PRODUCTION
QUALITY ASSURANCE TOOLS INCHARGE
MANAGER

Assistant department manager

PRODUCTION QUALITY
SUPERVISOR INSPECTORS

OPERATORS

HELPERS

Assistant department man

Leadership and focus

Elite Labels has an experienced leadership team with proven experience in Business
Development, Sales/Marketing, Operations, and Financial Management. We are focused on
Custom OEM product/markets, and on Stock & Supply product/markets.

Clients of Elite Labels:

In a short span of time, the company has the pleasure of working with many prestigious
organizations and individuals but rest assured, all of the clients both large and small are
equally important to them.

MISSION:
To exceed our customer expectations in the quality, cost and delivery through continuous
improvements and customer interactions.

VISION:
We will increase the value of our company and our global portfolio of diversified brands
by the exceeding customer’s expectations achieving market leadership and operating
excellence in every segment of our company.

Values:
 Competitive and cost effective prices
 Unexcelled Quality
 Quick responses
 Innovative solutions
 Delivery Assurance
 Value added products and services
 High Quality Graphics

Objectives:
 To carry on the business is to manufacture, process, produce, design, export, fabricate, import,
development market, trade and to deal with all kind of labels.
 Packing materials of all the shapes, sizes, capacities, dimensions, varieties, descriptions, and
compositions and to do all incidental acts and the things which is necessary for the attainment
of the above objects.
 To act as manufacturer’s representatives, export and import, distributors and marketing agents,
advertisers and technologists in India or elsewhere.
 To carry on the business of the consultants, advisors and to train or to educate people in the
development design and manufacture of labels and the packing materials.

Products and Services:

 Elite labels are producers of labels since from 2001 as a printer of various superior of quality
products and services with cost effectiveness and deliver assurance for their customers.

 Producers of sensitive labels

 Product an warranty labels
 Automotive decals
 Self adhesivevinyls
 Name plates and logo  Caution labels
 Printed fascia’s

Their comprehensive range of the products is

 Durable performance labels

 Custom prime labels
 Die cut insulators and forms

Company details:
Name of the company : ELITE LABELS PVT LTD
Company status : Active
Class of company : Private
Age of company : Nineteen years
Company address : #29/ 1&2, Chunchugattta main road Yelchenalli
Kanakapura road Bengaluru 560062
Tel no : 080-41701493
Email : [email protected]

Board of Directors:
Elite labels pvt ltd have two directors in its BOD.

Boards of directors are

SL. No Name Designation Participation Date of appointment

1 Sureshbabu Director Executive director 28 Aug 2001

sumandarthimmayappa

2 Gunasheela Director Non-executive director 31 May 2014

Major competitors:
1) SJS enterprises pvt ltd
2) Sahara labels pvt ltd
3) Vijay Lakshmi enterprises
4) Shree ambe labels pvt ltd
5) Canara labels pvt ltd
6) Image labels pvt ltd
7) Parvathi labels
8) Micro labels pvt ltd

Major customers list:

Elite labels pvt ltd having many customers in their business contacts in that some of
then are main and some are regular in India and overseas to the company.

INDIAN CUSTOMERS LIST:

Name of the company Location

ABB India ltd Bengaluru and Nelmangala

Accord software and systems pvt ltd Bengaluru

BOSCH India ltd Bengaluru, Tamil Nadu, Rajasthan,

Maharashtra
CENTUM Electronics ltd Bengaluru

VXL instrument ltd Bengaluru

Radel electronics pvt ltd Bengaluru

Solidus Hi tech products pvt ltd Bengaluru

Robert BOSCH starter motors generators India pvt Bengaluru

ltd
Exide industries ltd Andhra Pradesh

BESOTO starting systems India ltd Haryana

Caterpilar India pvt ltd Tamil Nadu

Linkwell tele systems pvt ltd Hyderabad ( Telangana Andhra Pradesh )

Telema electronics India pvt ltd Salem (Tamil Nadu )

Unison controls pvt ltd Gujarat

OVERSEA CUSTOMERS LIST:

Name of the company Location

ABB Xi amen low voltage equipment co., ltd Xi amen (china )
Middle east insulation LLC Dubai
Kelani cables PLC Kelaniya (Srilanka
Emirates trading agency Dubai

Awards and Recognition:

 Honey Supplier meets 2005 by - ‘HTSL’.
 Power partner meet-2007 by - ‘BOSCH’.
 Certificate of association by ‘EXIDE industries limited’ on 4th march 2007.
 Supplier Performance certificate by ‘EXIDE Pvt Ltd' on 22nd August 2007.
 Certificate of appreciation by ‘EXIDE’ on 20th September 2014.

Strategies of elite labels pvt ltd

Strategy means it is an important actions and condition along with the larger distributions of the
business system. The process as well as management of alliances and the partnerships.

Some of the strategies followed by the company. They are

 The company is making use of the different mediums which includes the internet, websites,
Social media along with the outdoor promotions about their products which attracts the
customers.
 The implementation of the management policies and the multifunctional risks which helps to
ensure the suitable balances between the rish and the returns
 The superior knowledge of the management, which builds and aligns the information with the
business strategies.
 The company which focuses on the qualities of the growth with the technical expertise.
 To attract the number of the customers they should provide the superior quality of the products
with medium cost of rate to their customers based on the requirements,
PROCESS FLOW CHART
For label manufacturing

Artwork

Prepress

Roll to sheet form

Cut to print size

Printing

Drying

Punching

Weeding

Quality Inspection

Packing

Despatch
 Chapter - 3
Review of literature and research designs

Review of literature:

According to ‘kotler’ the selection of the targeted markets and the marketing mix, the marketing
expenditures and the levels. The marketing strategy is one of the way in which, all the marketing
functions categorizes the accomplishments or the activities to complete the profitable growth in
the sales in the marketing mix levels. Marketing strategy is mainly specified by objectives of the
marketing. The customers and the reasonable or the competitive perceptions mad the product
momentum that is extrapolation of the earlier performance to the upcoming business, from the
basis of the marketing strategies. Marketing strategy which is developed by the business element
of the level, with in the given level of the environment the marketing strategy which deals,
especially with the relationship of the three focused well known strategic of three c’s the
customer and the corporation and the competition. The three good marketing strategy which s
will be categorized by the. a. A suitable match between the corporate strong point and the needs
of market. b. A larger performance which is relatively to competitions. c. a good marketing
strategy which, clears the market definitions and which is the key success for the business.

A marketing strategy may be defined as the plan to achieve the organization objectives which follows
the
• Specifying what the resources are should be allocated to the marketing.
• Specifying what are the resources should be used to take an advantage of the
opportunities in which they are expected to arise in the future terms, in this the
marketing strategies which will consists of the following points
a. First identifying the markets and the customers and there needs in the market.
b. Planning the products in which they will satisfy the needs in the market.
c. Organizing the marketing resources which as to match.

Products of the customers in which they are mostly effective and efficiently which in the way
it is possible, that is so as to max the customers satisfaction and the companies profit and the
sales revenue which at the same time. The marketing strategy is made with the more than a
few interconnected elements. The first and the foremost important section is market selection.
[brown a sommers, and E 192] which is straightly related to the chose of the market which is
to be served. The product planning which includes the organization sales, the character of the
product line, the design of the individual which offers in the line. One of the element is the
distribution structure, the retailer and the wholesale channels which are the products move to
people that are eventually to buy it and they use it.
Here the overall communication strategy employs the advertisements to tell to the potential
customers about the products through the radio, direct mails, television, and the public print.
Personal selling to set up a sales force to call on the possible customers they urges them to
buy and they take the orders. Finally the pricing is an important component of the marketing
program. It is one of the most focused marketing elements in creation of the values for the
shareholders[Doyle, 2000]. The organization should set the product prices which are in the
different classes of the customers which they have to pay and they determine the boundaries
and the commissions to compensate the agents, retailers and the wholesalers for moving the
products to the ultimate customers. The approach level is one which is for the strategic
decisions making, it is the function of the number of the products in the market in which the
organization which operates the degree of activities between the products market which are
interrelated. The extreme strategic decision making which can be restricted to high levels
which the organization operates in the few inters related products markets. In one of the
situation there was a sustainable intersection between the marketing strategy and the
corporates [D Sudharsan 1995]. One of the case the marketing manager they have to
delimitate to the relevant market. To develop the market segmentation, which have to
estimate the segments, which are size, growth of the demand, and to develop the competition
based analysis in the competitive position. The important strategic marketing is to follow the
deep internal analysis in the order to which to see the tangible and intangible factors and the
resources [Accountsnts, McShane P and Accounts 1988]. The section which covers the
movements to take into the accounts which will analyses the strategic marketing. It is really
very much important to follow the key aspects and the elements of which are expressed like
having a understandings about the market and the environment
[Drummond Ensor, Graeme, john and marketing 2001]. Here, both the resources are very
much important marketing strategies which take into the account. Some of the aspects, which
are related to appraising the importance of knowledgeable capital. The characteristic which
measurements the skills and the company which sequences the crucial in the order to
determine the forthcoming strengths [Praha lad et 2004] and the weaknesses and which they
influence on the forthcoming business achievements [kotler] the preparation or the
formulation of the purposes and the strategies which are oriented to the market which are also
very much important and they help to describe the competitive advantages.

The factors of the business, in the marketing strategies in which the terms of the elements that
must be defined as an attempt by the corporates to the differentiates the positives from the
competitors which will be using the relation the corporate strength to be the better satisfy the
content of customer needs and the wants which are given in the environmental setting. Based,
on the elements of the three strategic of 3c’s which are the formation of the marketing
strategies that requires the four decisions.
 Where they compete in one or two various segments.
 How they compete i,e the requires the means of the challenging.
 When they compete that is when they require the timing of the market entry.
In this strategic role the market focuses on the business which intention the market, which
means the timings that, realizes the attentions. The one of the strategic role of the marketing
is to quit the different marketing management, which they deals with the developing,
directing programs and the implementing which is to accomplish the designated intentions.
Research Design

Objectives of the study:

The objectives of the study are
• To understand the effect of marketing strategies To analyze the customers requirement
• To study the marketing strategies of Elite label’s
• To know more about the marketing strategies implemented by the elite label

Need for the study:

While manufacturing the goods marketing strategy should be effectively used in the market to
know the particular status in the market.so the best strategy should be adopted in the market to
compete with the competitors.

Scope of the study:

Scope of the study is limited to Elite label’s Bengaluru. The study is all about marketing strategy
adopted by the company and its effect in the market.

Research Methodology:
It is proposed to use survey method for the study.

Sample Size: 51 respondents

Sampling Technique
Sampling technique used for this project is convenience sampling

Data Collection
Primary Data:
Primary data is collected from the information provided by the company as well as from the
employees of the company. The tool is used to collect primary data is specifically designed
questionnaires.
Secondary Data:
The data related to study is collected from the company websites.

Plan of Analysis
Data analysis and interpretation is done with the help of statistical tools and the data will be
presented in the form of tables, charts and graphs.

Limitations of the Study

 The study is limited elite labels.
 The study will be conducted by interacting with the company executives using question
schedules.
 Due to time constraints sample size is restricted to 50 respondents only.  The study is limited
to Bengaluru city.
 Chapter-4
Findings, suggestions, conclusions Findings:

• There is a small difference in gender categories it seems nearly 60.8% of the respondents are
belonging to the male category and 7.8% of them prefer not to say.
• 41.2% of them belong to the age group of 20 – 25.
• 33.3% of employees are less than 3 years’ experience in the organization and The experienced
employees in the organization are little less.
• Majority of them are aware of marketing strategies adopted by elite labels pvt ltd.
• Majority of them said, it helps to brand your business is one of the advantage of elite labels.

• Maximum number of them said newspapers and advertisements which creates the product
awareness of the company.
• 35.3% that is the maximum number of them said there is medium competition is there for the
product.

• Most of them said there is a sales services regarding to the labels.

• 64.7% that is maximum number of them said that in future they are aware of branding.
• Majority of them said that, the substitute labels will come in future.
• Maximum number of them said that, products of the company is likely to face an threat in the
technology based substitutes.
• Majority of them said that, operated by franchise through branch networks is the business model
of the company.
• 37.3% that is more number of them said selling and distribution cost will effect very high.
• Maximum number of them said in future E-Commerce business model is likely to process threat
in the business and 27.5% of them said may be possible in future ECommerce business model
is likely to process threat in the business.
• Majority of them said elite labels compete with other competitors with its unique features.
• Maximum number of them said that the company will compete for the long term in the market.
• Majority of them said they will deliver the labels at adequate time in the company.
• More number of them said there is a very frequent repeat orders are placed by the frequent
companies.
• Maximum number of them gave suggestions on the improvements of the products.
• Majority of feedbacks are good about the product from the customer.

Suggestions:
• Elite labels pvt ltd should concentrate on the Improvements in the business profits and
understanding the targeted customers.
• Majority of them are aware of marketing strategies, so the company should concentrate more
on the labels and they should convey the correct information about the labels in the market.
• In elite labels, there is a less competition of the product, the company should concentrate on
how to develop the competition about the product.
 • More marketing strategies should be developed in the elite labels pvt ltd because to increase the
profits and to develop the technology in the company
• The company created the product awareness through the advertisements and newspapers, so I
suggest the company to promote more about the company through journals and print media
• The company should provide more services, after the sales services regarding to the labels.
• The company should develop more on the improvements of the product.
• Presently in the elite labels, the company is not aware of the branding. So, I suggest in future
they should be aware of branding.
• The company should develop more on the business models, I suggest they should bring more
business models like travelling sales people and regional distributors.
• The company is delivering the labels at inadequate time, so I suggest the company should
deliver the labels on the time.
• Presently in the company is not providing any services electrically. So, I like to suggest in the
future E-Commerce business model will process threat in the business so I don’t like suggest
about the E-Commerce business in the company
• The company is getting repeat orders very frequently, so I suggest the company should maintain
the same that is, quality of producing the labels.
• The company should compete more with other competitors with its unique features that are
quality, technology and the innovation.
• Majority of them gave a good Feedback of the product from the customers. So, I suggest the
company should maintain the same.
• In the company, I like to suggest more technology and the invention should be introduce related
to the labels and it will bring more profits to the business.

Conclusion:
After the study I would like to conclude that, this study which helps to understand the marketing
strategies adopted by the elite labels pvt ltd. From the above study we can conclude that most of
them are aware of the marketing strategies. The company should concentrate on developing more
strategies like technology, innovation and quality. The company should provide more discount and
offers to the customers, when they order the labels in the bulk. So, I like to suggest they give price
discounts for the orders. The company is competing for long term in the market, so they have to
maintain the quality has they maintained till now. This study is more effective and efficient in the
company.

This study helps to gain more knowledge about the marketing strategies adopted by the company.
I would like to conclude that in future the company should come with Brand of elite labels Pvt Ltd.
Finally this study provides the suggestions which would be more beneficial to the Elite labels Pvt
ltd.