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Marketing strategies
Our marketing strategies mainly revolve around creating
a lot of awareness, and educating our customers about the
utility of our products, and the tangible and intangible
benefits they can provide to their lives.
After water purification in the domestic sector, we believe
strongly that in the next coming decade there will also be
products catering to air purification and dehumidifica-
tion, thanks to rising health issues and awareness.
Key achievements
We feel that our key achievements are best expressed
by the wide acceptance and satisfaction levels of end
users, and trade partners’ feedback on our products
across India.
Company’s vision
AMFAH’s vision is to become the most established trading
organization, with an edge on understanding the market
and meeting the supply chain with cost-effectiveness.
Distribution strategies
We are focusing on 61 MPV towns that
Sajeev R will drive growth. We have only direct
dealers in all 61 towns, and ensure that
Chief Operating Officer: Sajeev R. our trade partners have high retention
and profitability. To expand our reach
Company: Electrolux, PE Electronics
Limited
we will also have a distribution-based
network in other towns, coupled with a
Corp. Off.: 5th Floor, Corporate
rural strategy.
Center, Opp Hotel VITS, Andheri Kurla
Road, Andheri (East), Mumbai 400059 Advertising and communication
Tel: 91-22-61171000
strategies
Web: www.electrolux.in
We want Electrolux home appliances to
Ad Agency: Mudra Communications be the first choice for consumers. We will
Limited
launch Electrolux in a relevant, differen-
PR Agency: Integral PR Services Pvt. tiated manner, and establish it as a pre-
Ltd. mium player. We have roped in Sonam
Kapoor as our brand ambassador, since
she is a perfect fit for Electrolux. This
will help us break clutter, and develop
immediate brand recall. We are sure that
with Sonam, there will be a far-reaching
impact and greater awareness of our
brand, creating positive buzz within the
trade, customers, and the media, since
she is a young, talented, and versatile
actress. Our advertising campaign will
be led by a TV commercial, and supported
by strong presence in retail outlets.
Indesit
Head-Sales & Marketing: N. Sriram Marketing strategies. All of our recently launched
Brands: Indesit Home Appliances new models of washing machines, dryers, and dish-
washers, come with Ecotime technology, which saves
Company: ETA Star Appliances Pvt.
water, time, and energy. Indesit appliances have
Ltd.
pricing points that are value for high performance,
Corp. Off.: 3rd Floor, New No.71, Old. and also are energy efficient, reliable quality, and
No.63, Sterling Road, Nungambakkam,
come with an intense focus on after sales service.
Chennai 600 034
Distribution strategies. ETA-Indesit will be focus-
Tel: 91-44-43402345 ing on making a strong presence felt with premium
Fax: 91-44-43402343 retailers across India, and extending quality service.
Email: info@etastarappliances.com We are planning to create Experience Zones in to con-
N. Sriram Web: www.etastarappliances.com tinue exposing our wide range of Indesit products.
Advertising and communication strategies. Our
Ad Agency: RK Swamy
focus is to create brand presence at the point of sale.
This will be well supported through BTL activities.
To increase visibility we would be using exhibitions,
promotional event,s and seasonal ATL activities.
Vestar
DGM (Sales & Marketing): S. Upendra Marketing strategies. Vestar airconditioners come
Brand: Vestar Airconditioners with one of the best features, with very efficient
Japanese compressors. ESAPL will be introducing
Company: ETA Star Appliances Pvt.
chest-type freezers under the Vestar brand shortly.
Ltd.
Distribution strategies. ESAPL is already spread
Corp. Off.: 3rd Floor, New No.71, Old.
into sales and service dealers, as well as a dis-
No. 63, Sterling Road, Nungambakkam,
tributor network with already around 400 dealers
Chennai 600034
across the country. ESAPL is planning to expand to
Tel: +91-44-43402345 more than 600 dealers by the coming season, and
Fax: +91-44-43402343 will also be focusing on retail networks. Specific
Email: info@etastarappliances.com focus shall also be given to enhance distribution
S. Upendra Web: www.etastarappliances.com networks in Tier 2 and Tier 3 cities.
Ad Agency: RK Swamy
Advertising and communication strategies. A
multimedia marketing campaign shall be under-
taken through both ATL and BTL activities. These
include print media, outdoor, road shows, digital
space, in-shop branding, and POP/POS.
Distribution strategies
We have extended our reach into the
core areas in North and East India. Our
distribution has expanded to cover an
additional 500 dealers in the last year.
Company’s vision
Our vision is to have both horizontal and
vertical expansion. We have entered into
the mobile business, and plan to leverage
our vast distribution network to grow
this business.
Distribution strategies
We offer vendor-managed inventory pro-
grams, with kitting and local warehouses
to cater to the Indian market demand.
Key achievements
Rama Krishna Electro Components has
recently been awarded by ST Microelec-
tronics for being the best innovator of
the year 2010, for solution approaches in
lighting and UPS applications, to maxi-
mize power transistor division (PTD)
penetration.
The Rama Krishna Group has also be-
come a Billion Club member of NXP for
general application products, and a most
admired distributor in South Asia.
Anil Dutt
Marketing strategies
Our strategy is to work with the TV industry, especially
with those players who focus on smaller towns and rural
areas. This belief is strengthened by the fact that CRT
television has witnessed an impressive growth in the small
size segment (14 and 15-inch).
A good quality LCD television is still beyond the reach of
the majority of Indian people, and the differential between
CRT and LCD TVs is still substantial. The LCD television
demand is still concentrated in urban centers, and most
of it is replacement demand.