Anchor is one of the largest manufacturer in the world for electrical switches and accessories. Anchor was established more than 40 years ago with one crystal clear vision in mind; to produce quality, and not just products. Anchor has diversified its product base over the years and today caters to the almost all the household electrical and electronics needs. With strategic alliances and technological collaborations with world leaders for its products, Anchor's technological strength is today on par with the best in the world. Anchor manufactures over 3000 products under 20 major product groups and caters to core sectors of the Indian Economy viz., Electrical and Electronics Industry. The wide network of Anchor's employees over 7000 people, 10000 dealers and more than 300000 retail outlets enables the Company to promptly serve its customers and provide them with suitable products, systems and services -- efficiently and at competitive prices. Anchor Electricals Pvt. Ltd, leaders in the Indian electrical accessories and wiring devices market has announced a joint venture with Japan based electrical giants - Matsushita Electric Works Ltd. (MEW), well known across the world for their best selling National and Panasonic brands.
1. The joint venture will allow Anchor Electricals, to share and collaborate with MEW on a wide range of product lineups and proprietary technologies contributing large expansions of its business operations.
2. This joint venture would also help in ramping up the international operations and further strengthen the company's business by sharing key technologies and product line ups.
3. The Anchor brand name would remain unchanged with continued use of the brand and logo. Employments and distribution systems would also remain unchanged.
4. MEW would look at introducing new products to the Indian consumer such as consumer electronics, home automation, home improvements such as interior design solutions and security systems and security products.
5. Following this transaction, Anchor will become a consolidated subsidiary of Matsushita Electric Works, Ltd.
Roma is India's largest selling range of modular switches. It is the only range of switches and accessories with 10Amps AX rating .Roma is the first range of electrical accessories in India to have CE Certification from CSA. Roma Sockets utilises the Tunnel-8 Technology which combines the inherent elasticity of phosphor bronze with state of the art design to create the ultimate in multi-point contact sockets. The uniquely designed spring loaders guarantee (a) Maximum contact area, (b) Lifetime elasticity and (c) Minimum power loss. Now Roma also introduces Spark Shield in its range of switches.
Anchor Ave is a joint venture between Anchor Electricals and Ave S.p.a. of Italy. This venture brings the exclusive range of Ave switches and wiring devices to India. Winner of the exclusive Compasso D'Oro award for product design, the Ave range of accessories is designed by some of the world's leading designers and can be seen in the finest mansions across the world. With a pedigree of over 100 years and over 170 patents worldwide, the “first” from Ave mirrors every major innovation in the industry. From the use of engineering plastics to the first AX rated switch to wireless accessories to home automation systems… Ave has been in the forefront of technology.
The Woods range incorporates advanced electronics to offer a integrated contemporary electrical solution. These contemporary, technology driven switches and accessories in metal and engineering thermoplastics have been brought through a joint venture with Woods Electricals Ltd., UK. and have already established themselves as a premium and elegant range. The accessories incorporate cutting edge technologies like Zero bounce to eliminate interference with other appliance Spark shield to suppress & quench parking Multipoint contact to enable higher energy transfer and are available in international specification of 10Amps AX & 20Amps AX, both rated for fluorescent load. The products carry the CE certification implying strict conformity to European Mutedblack range of accessories standards.
The Woods range incorporates advanced electronics to offer a integrated contemporary electrical solution. The range includes remote controls, P. I.R sensors, occupancy sensors, detectors and mood lighting controls.
legrand
The Company, incorporated in the year 1961, pioneered the manufacturing of MCBs in India. Over the years, with the development of the market, the offer transformed to encompass a wide range of products and systems to meet the specific needs of Residential, Commercial, Hospitality and Industrial segments in the areas of safety, convenience and comfort.
In 1996, the Company became the Indian subsidiary of globally spread Legrand Group, based in Limoges, France.
Legrand is a world specialist of products and systems for electrical installations and information networks.
Legrand (India) is in the business of providing technologically advanced end to end solutions in systems for electrical installations and information networks. We provide comprehensive solutions from protection, lighting control and connection, home/building automation, communications, to industrial products.
In effect, Legrand (India) services the universe of Residential, Commercial
| Mosaic |
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| With French designs, fascinating finishes and a wide range of intelligent electrical solutions, the Mosaic range epitomises our philosophy of making life nicer |
| Mylinc |
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| Sleek, reliable, elegant, convenient, stylish & classy - a few words that capture the benefits of smarter product design in the Mylinc range. No wonders it's called - 'a little touch of genius' |
MK
| For over 80 years, MK has provided customers globally with the highest quality, safest and most reliable range of electrical accessory products in the market. The story begins in 1912 when Charles Arnold and Charles Belling formed their first business venture: Belling and Company. After the First World War in 1919, the company began to develop electrical equipment. But as timed moved on, they realized they would require high rated switches and sockets in order to function efficiently. Thus, the Multy Kontact spring grip socket was created. This product soon became a market leader and the British Electrical Standards Association (BESA) changed standards to adopt this new product. By 1923 demand for these new products were growing rapidly and new production facilities were required. A custom built factory in Edmonton, North London was developed and the company was renamed – MK Electric. The company constantly strived to produce new and innovative products. By 1928, MK developed the first shuttered socket, which acted as a safety device while using electrical equipment. The use of shuttered socket ensured that the socket tubes are isolated when the plug is withdrawn, thus eliminating a potential fire hazard. During the Second World War, the focus of production at the factory in Edmonton was switched to the manufacture of munitions to support the war effort. Development resumed in 1945 with the creation of the first AC (Alternating Current) ceiling switch and wall mounted light switch. Soon after the British Standard BS was introduced in 1363, which is still in existence today, MK was declared the first company to offer a full range of conforming products. In 1955 MK launched the first switch – a design so influential that it forms the basis for every light switch available today! Rapid growth and expansion resulted in the successful floatation of MK Electric Holding Company, on the stock exchange during 1966. The seventies and eighties marked a period of heavy investment. This provided MK with an opportunity to continue its reputation for providing the market with new, innovative and safe products. During this period, new relationships with overseas partners were formed and MK became a full-fledged global operation offering the widest range of electrical accessory products in the market. Over the years, MK has continued to build on its successful foundations. MK continues to provide the highest quality, safest and most cost effective solutions that are selected, installed and used by thousands of professional architects, builders, contractors, interior designers and electrical consultants throughout the world. MK is now a business of Honeywell. |
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Aspect
Look at any great design, and what you will always see is careful attention to detail. New MK aspect is a beautiful new range of switches and sockets, designed and manufactured, keeping in mind the connoisseur of styling. Aspect is innovative and unusual in a number of ways – some visible, some not. Designed in style, Aspect has a slim profile and flawless finish. Though less visible, equally important are the high quality materials they are made from, the functionality, reliability and safety, which have made MK products renowned world over.
Wraparound
Wraparound is the flagship range of modular switches with world-class features. It represents the widest selection of wiring accessories in a range. Wraparound is available in four different shapes, five colours, three finishes and two material options. The product has set new standards in styling, quality, reliability and safety and has also incorporated a host of design features that make the installer’s job easier and faster. Several new products like international socket, IT workstation module, motor starters, mini trip etc. have been added to the range recently.
Wraparound: Trendy, curved, dust repelling profile, available in white, black, grey, off white and metallic grey.
Wraparound plus: Simple, but elegant, snap on front plates designed with utmost flexibility and versatility to suit most mounting boxes.
Antiquity: Range of snap on metallic front plates that help interiors enhance the ambience. Available in gold, chrome, pearl and the all new brushed steel.
Logic: A no nonsense front plate to delight traditionalists and purists.
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Ivory
Classy, yet very affordably priced, the Ivory range of wiring devices are designed to perfectly complement modern interiors, offering an unobtrusive and sophisticated look. Ivory front plates offer screwless aesthetics with its trend setting captive screwcap. Use of impact resistant plastic and metal reinforcement makes it strong and rugged.
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Masterseal
The award winning Masterseal range has been specifically designed for use either outdoors or indoors and in areas heavily exposed to dust and splashing water. Masterseal's unique design provides socket outlets that retain their IP56 rating when in use. Masterseal does not discolor, crack or fade in UV light and can withstand 500 gm of object falling from a height of 400 m. It can also maintain operations in extreme heat and cold.
CHAPTER 6
TARGETING AND POSITIONING
TARGETING
Bisleri was the first brand to enter into the mineral water industry, it dominated the market for a very long time and few years back kinley took over bisleri and became the no. 1 company. As the fact cannot be denied that bisleri has the full potential of again becoming the market leader and for that bisleri has been endeavoring to target the potential and untapped customers in such a way that the company is able to increase the market share.
Bisleri has been mainly focusing on the transportation industry , hospitality industry and the institutions. The transportation industry mainly includes airlines, railways and roadways. Airline industry is oe of most upcoming industries and the number of customer opting for it has also increased with the increasing low cost airlines bisleri has tied up with airlines INDIGO to provide them 250 ml bottle and apart from that it has also tied up with the Indian railways to provide their mineral water in premier trains like shatabdi and rajdhani.
As now a days more and more customers preferring mineral water the demand for the 5 litre cans and 20 litre cans is increasing. So the company is selling more of t20 liter bottles to the households. Apart from that company is targeting various institutions such as offices and colleges where the requirement for mineral water is is there always .In the offices, specially the small water bottles is provided for the meetings and big jars are also sold to offices.
In villages where most of the time contaminated water is found, the requirement for mineral water is increasing so the company has also increased their distribution network with the distributors catering to need of the people of relatively small cities.
POSITIONING
Postioning actually means –be a pioneer not in the market but in the mind of the consumer. If not a pioneer create a new category-small changes in marketing mix elements.
As bisleri been facing stiff competition from various brands like kinley and aquafina, it had to reposition itself. The company earlier used blue colour to depict itself as the colour blue is colour of water but with the changing trends it changed to the colour green. The green colour depicts the environment. The green colour also depicts the water is pure and natural, taken from the natural source that is from the mountains.
Now a days all the companies are going green because of the environment concern and this is the one reason that bisleri has gone green. The company also felt the need of producing eco-friendly bottles which could be recycled. According to the officials of the company this would only benefit the evvironment but the cost has also decreased to larger extent. When comapnay staareted assoiating itself more and more with the Himalayans,Tata whose brand is himalayan objected on using the word Himalayan and on june 28th the court had ordered the company not to use the word himalayan
The company also has positioned itself with its brand image , because bisleri was the first to introduce mineral water in India and bisleri has created a brand image of itself. But the company has been trying to reposition itself with different strategies due to the increased competition. The company is in process of introducing spring water with will again give the company to reposition itself but the company would more targeting the customers who are ready to pay for it.
CONCLUSION
There is very good future for mineral water market. Soft drink market might be some threat to the mineral water at present but today the scenario has changed. Trend signifying increasing health consciousness amongst Indians is observed. It could also be observed that the living standards of the People improving & as they are becoming health conscious are ready to pay for water now. There are more than 500 local and branded mineral water in the country which also only intensified the competition
Market has seen a tremendous growth from the early nineties & now it is increasing by 70% to 90% every year so one can easily say there is great potential in the mineral water market.
Bisleri was once the market leader for many years due to which people started associating mineral water with Bisleri as a generic name, but now Kinley has become the market leader and Bisleri has taken a back seat. But bisleri has always had the potential of regaining the position it lost to kinley because still the brand name of the company is very strong in the minds of the customers.
As some of the liquor companies have been restricted to advertise their products. Various companies like Mc dowells and kingfisher have entered the mineral water industry to promote the other products along with the mineral water which has made the competition more stiff for the existing brands
BIBLIOGRAPHY
Books
v Marketing Management by Philip Kotler
Magazines
v Economic Times
v Business India
Internet
v www.thehindubusinessline.com
Newspapers
v Hindustan times
v Times of India
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