CONTENTS

Description

Page No.

Certificate

Acknowledgement

Executive Summary

Introduction to topic

Company Profile

Research Methodology

50

Analysis & Interpretation

52

Findings & Inferences

66

Conclusion and Recommendations

68

Limitations

72

Bibliography

73

Appendices

74

ACKNOWLEDGEMENT

It is the matter of great pleasure and privilege to be able to present this

project on Marketing and advertising strategies used in Lloyds.
The compilation of the project is a milestone in the life of the management
studentand its execution is inevitable with the co-operation of the project guide. I
wish to record a deep sense of respect and gratitude to my project guide, Dr. Niti
saxena for her encouragement to course of my work. Her encouragement to
course of my work. It is due to the enduring effort and guidance of my guide that
ultimately made it success.
I also take this opportunity to express my deep regards an d gratitude to
the external mentor Mr. Mohit Behal who gave us guidance to take up and
pursue the project .
I acknowledge my indebtness to various authors for making use of
valuable information liberally.
It is my proud privilege to express my deep sense of appreciation and
gratitude to my parents and friends for their support and co-operation in the
course of the project either directly or indirectly involved in time with their
valuable contribution.

EXECUTIVE SUMMARY
1

Title -Marketing and advertising strategies used in Lloyds.

The objective of the project

1.
2.
3.
4.
5.
6.
7.

To understand the marketing and advertising strategies of Lloyd

Electronics (Pvt.) Ltd
To analyze their strategies and its effect on the corporate profile of the
company.
To compare the strategies of Lloyd Electronics (Pvt.) Ltd
with its competitors and to analyze its strengths.
To realize the role being played by advertising and promotion on the sales
volume of the company.
To understand the future trends in advertising and marketing in Lloyd
especially electronic segment.
To Analyse the Advertising and Marketing strategies of competitors.

Research Methodology
Data collection
The method adopted for this project is secondary method

Secondary data from websites, books, magazines etc.

Conclusion
From the study it can be concluded that Lloyd has a very good market which
comprises potential buyers but due to lack of basic promotion & publicity these
buyers are not fully aware of the company. But most of thhe strategies used are
effective.

Suggestions
Lloyd market should make little more efforts to trap the potential buyers, like
Media Advertisement, Paper Advertisement, Seminars & Business Meets &
building a good relationship with potential business, moreover friendly guidance.

CHAPTER I
INTRODUCTION TO THE TOPIC

Marketing and advertising strategy

A MARKETING STRATEGY in general sets a target market and a marketing mix.
It is a "big picture" of what a company will do in some market in order to gain a
competitive advantage.
A MARKETING PLAN is a detailed breakdown of your marketing strategy. It is a
written statement of a marketing strategy with the time - related details as well as
the marketing budget for carrying out the strategy.
It should spell out the following in detail: what marketing mix will be offered;
to whom (target market);
for how long;
what company resources will be needed at what rate;
what results are expected (sales and profits).
DEVELOP A MARKETING STRATEGY
By now you should already:
have decided on the nature of your business and you know that your business
idea is
3

 feasible;
have also identified your market and decided on your target market;
know what the needs of your customers are and you have identified and
assessed your
Competition. Now you need to decide on:
the Product and Service to offer your customers;
how you will make your Products available to customers;
how you will communicate the benefits of your Products and persuade
customers to buy
Once you have defined your target market, you should have done this in your
Marketing Feasibility Study, you can begin to design an advertising message.
The advertisement should be built around a unique selling position, an essential
consumer benefit of the product or service. Generally a good advertisement
should attract attention, develop interest, create the desire to have the product or
service (convince the reader), and get action.
You can increase an advertisement's impact by applying the following principles:
Design the message to reflect the image of the company.
Plan the advert in advance to ensure consistent appearance and message.
Use attention-getting techniques, value-packed words like free, save, you, new,
bargain, or
Testimonials from customers.
Layout should be simple.
Message should be short, direct, and built around a single idea.
Choose colors carefully.
Heading should grab the reader.
Use illustrations that complement the product or service.
Identify the shop clearly.
Include the price - this is one of the most important considerations for many
customers.
4

WHAT IS ADVERSTISING?
Advertiswing is a form of communication designed tp persuade potential
customers to choose your product or service over that of a competitor.
Successful advertising involves making your products or services positively
known by that section of the public most likely to purchase them.
It should be a planned, consistent activity that keeps the name of your business
and the benefits of your products or services uppermost in the mind of the
consumer.
Why advertise?
The objective of advertising is to increase your profit by increasing your sales.
Advertising aims to:
1. Make your business and product name familiar to the public
2. Create goodwill and build a favourable image
3. Educate and inform the public
4. Offer specific products or services
5. Attract customers to find out more about your product or service.
The rules of advertising
There are four rules to consider when planning any advertising activity i.e before
you prepare and book any form of advertising.
Aim what is the primary purpose of the advertisement? Is it to inform, sell,
produce listings or improve the image of your business?
Target who is the target ? from which sector of the public are you trying to
achieve a response? For example is it male, female, adult, teenager, child,
mother, father, etc.
Media bearing the aim and target in mind, which of the media availablecto you
is the most suitable i.e. tv, radio, press or internet?
Competitors what are your competitors doing? Are they successful? Can you
improven their approach and beat them in competition?

Developing effective advertising

Good advertisng generally elicits he following four responses :
Attention it catches the eye or ear and stands out amid the clutter of
competing advertisements.
5

Interest - it arouses interest and delivers sufficient impact int the message or
offering.
Desire it creates desire to learn more or crave ownership.
Action it spurs an action which leads to achievement of ads original objective
i.e. , it prompts potential customers to purchase or use your product or service.

The Advertising Media

Once you have designed your advertising message, the next thing to do is to
select the media for optimum transmission of your message. There is no single
formula for determining the ideal advertising medium to use, but there are
several important characteristics, that make some media more suitable than they
make others. When selecting advertising media, consider the following
questions:
How large is your company's trading area?
Who are your customers and what are their characteristics?
What are your budget limitations on promotions?
Which media do your competitors use to advertise?
Is continuity of your advertising message important?
What is the cost involved?
Draw up a table with the different advertising media and list each medium's
market coverage, type of audience, suitability, major advantage, and major
disadvantage. Do not overlook the fact that labels, letterheads, packaging and
vehicles can also be advertising media.
You will have to measure your advertising results.
Only if you measure the results of each advertisement, will you be able to
eliminate ineffective advertising and concentrate on what works best. There are
many methods of measuring results, such as
: Asking your customers how they found out about your product or service.
Keeping a record of telephone inquiries concerning a particular advertisement.
Having a feedback mechanism such as coupons.
Measuring the volume of store traffic after an advert.
6

 Judging the effectiveness by comparing sales of those items advertised with

pre-advertised
sale

CHAPTER II
COMPANY PROFILE

The Lloyd Group (Brij Raj Punj Group) is a US$ 500 million group in India. The
group is recognized as the pioneer and well established name in the field of Air
Conditioning in India. The Group consists of many companies with diversified
portfolios with active involvement in many business ventures consisting of
manufacturing in Air Conditioning Industry, Chillers, Manufacturing of Heat
Exchange and Radiators, Sheet Metal Fabrication, Scaffolding &Formwork,
Structural Steel Fabrication, Pre-engineered Buildings (PEB), Cable and Storage
Management, Vehicle Variants like Load Bodies, Water Bourses, Petrol Tankers
and Light Recovery Equipment etc. Besides, it also has active stakes in the fields
of Information Technology (IT) and Development of Housing and Commercial
projects.
Global in vision and rooted in Indian values, the Group is driven by a
performance ethic pegged on value creation for its stakeholders. The Groups
products and services offer distinctive customer solutions. Its state-of-art
manufacturing units and sectored services span throughout India.
The group consists of Fedders Lloyd Corporation Limited and Lloyd Electric &
Engineering Limited as its flagship companies and Perfect Radiators & Oil
Coolers Private Limited, PSL Engineering Private Limited, Airserco Pvt Ltd.,
Regal Infotech Ltd. and Lloyd Infotech Ltd. are the other key companies.
7

LLOYD ELECTRIC & ENGINEERING LTD.

Achieving the highest quality standards and sustaining them over an extended
period of time has been the cornerstone of Lloyd Electric and Engineerings
success over the past two decades. With an in-depth understanding of efficient
manufacturing processes and its customer requirements the company continues
to deliver a wide range of cost effective heat transfer solutions. With an eye for
detail & a collaborative approach with its clients, Lloyd has continuously raised
the standards for both product delivery and service support. This management
philosophy had lead to it become not just a dependable partner to some of the
leading global HVAC&R companies but also the preferred choice for their heat
exchanger needs.
With its extended capability to design, develop, manufacture & maintain highly
engineered HVAC systems for the Railway industry, Lloyd is uniquely positioned
in the mobile HVAC systems space as well as in the heat transfer industry. The
companys strong track record in investing in the latest technology, state-of-theart equipments & training its workforce on regular basis has enabled the
company to attain a leadership position in each of the markets it operates in.
PROFILE
Welcome to Lloyd Electric & Engineering Ltd. With proven blend of value-added
engineering, leading edge technology, flexible production capacity, and individual
customer satisfaction that makes us the preferred supplier of high quality coils
and heat transfer products. Since 1989, LOYD ELECTRIC has evolved into a
world class manufacturer by providing product support that is unsurpassed in the
industry.
8

THE GROWTH DIMENSIONS

Since 1989 ,Lloyd Electric has evolved rapidly and come to be respected as a
dependable supplier of high quality coils to original Equipment Manufacturers of
Heating, Ventilation, Air conditioning and Refrigeration equipment.
THE GROWING CLOUT
Today, Lloyd Electric and Engineering Limited is a publicly traded company with
its headquarters in New Delhi. It is the leading and largest producer of Coils /
Heat Exchangers (Fin and Tube type) in India, serving the entire spectrum of
HVAC & R industry in the country as well as OEMs in North America, Europe,
Middle East and Australia. Lloyd Electric also manufactures Air conditioners for
the Indian Railways, Metro Rail and Buses at its Bhiwadi factory.
THE GLOBAL ASPIRATION
As part of its global aspiration and encourages by the preference it enjoys
amongst its international clientele, Lloyd Electric and Engineering LTD. acquired
Lloyd coils Europe s.r.o.. (formerly known as Luvatat Czech, SRO) facility in
Czech Republic in May, 2008. With this strategic acquisition the company has
entered the European Market, thus becoming a truly global with a truly global
range of activities and perspective.

LLOYD HISTORY
2008- Lloyd Electric and Engineering LTD. acquired Lloyd coils Europe s.r.o..
(formerly known as Luvatat Czech, s.r.o.) facility in Czech Republic.
2005- Manufacturing capacity of Air Conditioners being increased to 300
thousand per annum and company got UL Certification.
2004- Established new manufacturing facility in Kala Amb, Himachal Pradesh, for
window & split type Air Conditioners with capacity of 120 Thousand sets per
9

annum with Integrated Manufacturing of Coils, Suction Tubing & Discharge

Tubing.
2002- Got ISO 9000 Certification and reached at the production capacity of 3500
coils per day and started exporting to Gulf countries & opened office in Dubai.
1997- Capacity Expanded To 1500 Coils Per Day & Developed Air conditioner
units for Railway Coaches.
1995- Largest Coil Manufacturer In India.
1994- Capacity Expanded To 900 Coils Per Day.
1990- Production Started with the capacity 300 Coils Per Day.
1987 - Year of Incorporation and Factory was set up in Bhiwadi, Rajasthan.

WHY LLOYD ?
Lloyd Electric & Engineering Ltd. has maintained highest standards of
practices, principles and Corporate Governance policies. LEEL ensures highest
standards for all its internal and external interactions complying with all
applicable laws, rules and regulations, leading to effective management of the
organization. The policies, processes and principles are reviewed periodically to
ensure their effectiveness with respect to all the stakeholders of the Company.
We contribute to the development of an enriched networked society by offering
our clients the very best options and delivering results that surpass their
expectations.
The desire towards attainment of the highest level of transparency, accountability
in all its interaction with its stakeholders has driven the Companys philosophy to
enhance overall enterprise value and retain shareholders' trust, over a period of
time. The Company is committed to practice sound governance principles by the
following strong business fundamentals:

10

Transparency in all actions and operations by prompt dissemination of

disclosures of all information required under various rules and regulations.

Ensuring the excellence in performance at all levels by entrusting the

responsibilities and accountability on the workforce.

Compliance with all applicable laws, rules and regulations.

Maintaining professionalism in the organization ensuring a qualified

workforce being competent to execute their roles and functions.

Imparting training and Employees development is Companys continuous

focus to preserve honesty, integrity, respect, fairness, responsibility and
overall cordial atmosphere in the Organization.

To secure and ensure interest of stakeholders including Shareholders,

Customers, Suppliers, Lenders, Government and Society.

At the same time, we also provide value to the patrons, shareholders, partners,
society and employees. For this range of stakeholders, all with different interests,
finding the proper balance of value is critical.
We view efforts to maximize customer satisfaction (i.e., a conviction that
customer service comes first) as the essence of the service industry, and believe
that the success of these efforts will merge in the form of increased value for
stakeholders.
VISION
The LLOYD story began with a simple vision the vision of a societal and an
empowered India, powered by Lloyd. This vision was driven by Lloyd
commitment to customer, quality and excellence, and while doing so, maintaining
the highest standards of ethics and societal responsibilities. Lloyd believes that
the fastest way to turn that dream into a reality is by remaining focused on that
vision.
MISSION
Lloyd believes in the expression of:
Profitable Operations, integrity in thought and action, concern for people and
human values.
At the same time focuses on both extent and emerging realities:
To delight and deliver beyond expectation through ingenious strategy, intrepid
entrepreneurship, improved technology, innovative products, insightful marketing
and inspired thinking about the future.
STRATEGY
11

In the cutthroat world of today, it is only by taking recourse to advance planning

and strategy that a business can hope to survive. This makes brand to focus on
building a robust product portfolio across categories, exploring new markets,
aggressively expanding the network and continuing to invest in brand building
activities. And also there occurs a need for a bounded rationality, a spontaneity
and improvisation that is flexible enough for scenarios both imaginable and
unimaginable. LLOYD therefore has been driven by innovation in every sphere of
activity.
VALUES
The main focus is to provide the value to the customers by maximizing their level
of satisfaction (i.e., a conviction that customer service comes first) as the
essence of the service industry, and believe that the success of these efforts will
merge in the form of increased value for stakeholders .

12

13

14

15

16

17

CERTIFICATIONS

RADIATORS & OIL COOLERS

18

ASSOCIATION OF AMERICAL
RAILROADS

ISO 14001:2004 CERTIFICATION

ISO 9001:2008 CERTIFICATION

APPROVED BY BUREAU VERITAS

HSAS 18001:2007 CERTIFICATION

19

HEAT EXCHANGER COILS ( EVAPORATORS & CONDENSERS )

CERTIFICATE OF PRODUCT RATINGS

20

CERTIFICATE OF PRODUCT RATINGS

BRAZER'S APPROVAL TEST CERTIFICATE

21

UL PRODUCT SAFETY

RAILWAY HVAC

IRIS

EN15085

22

PRODUCT LINE
HEAT EXCHANGERS

BENCHMARKS OF EXCELLENCE
Lloyd Electric and Engineering Limited (Lloyd Coils), the nations leading
manufacturer of fin and tube type heat exchangers for HVAC & R
applications, is technology-driven and Knowledge-based leader in its fields
of operation.Equiped with the most advanced equipment and machinery,
including from global leaders like Oak of USA and Hidaka of Japan, the
companys formidable manufacturing infrastructure is driven by its team of
dedicated technocrats and professionals with a dynamism that is virtually
peerless.
ADVANCED EQUIPMENT AND MACHINERY
Computerised fin Lines, Hairpin Benders, Machanical Expander, Automatic
Brazing Machine, CNC Turret punch,press Brake, shear, CNC Pipe Bending
Machines,

Pipe

Flaring,

Expanding,

Beeding

Equipment,

Return

Bend

manufacturing, Tig / Mig welding, Tin Plating and Painting apart from other
equipment required for manufacturing world class Heat Exchangers.
RAW MATERIAALS AND PROCESSES
Quality is not just a corporate or management jargon, it is a way of life at Lloyd
Coils. Focus on quality is intense right from procurement of raw materials to
production processes and from R & D to post-sales support services. With its
penchant for quality, the companys factories have state-of-the-art facilities for
making Heat Exchangers of Aluminium and Copper fine with seamless smooth /
Grooved Tube, coupled with end plate and casing made of galvanized Iron,
Copper, Brass, Aluminium or Stainless steel.
23

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

Fin edge are either straight or ripple depending upon application.

All Coils are meticulously tested for leakages and passed through the
heating oven with hot air circulation for inside and outside cleaning of the
coils.

Mechanical bullet expansion of copper tube to fin ensures efficient heat

transfer of evaporators.

WIDE RANGE OF APPLICATIONS

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

Window, Split and package A/C Systems

Commercial Refrigeration System (Visicooler, Bottle Cooler and Deep

Freezer)

Automobile-Buses / Car air conditioning

Railway air-conditioning and Marine air-conditioning

Telecom / Mainframe air conditioning

Special Application Coils

UNWAVERING ATTENTION TO DETAILS

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

At 350 to 450 psi for smaller coils

At 550 psi for bigger coils

Dehydrated by hot and dry air and pressure changed with dry nitrogen, the
coils are safe from entry of moisture during storage and transit.
24

Latest software for coils design, vomplemented by state-of-the-art lab for

testing of coils and AC systems up to 15 Tonnes, ensure high quality products

that are perfect for their areas of application.
Only the best quality raw materials are sourced from reliable suppliers

across the world for manufacturing coils, which adhere to globally accepted
standards:

Plain and internally grooved copper pipes of 9.52mm and 7mm

outer diameter.

Aluminium foil in blue/Golden colour with hydeophilic and bio

(Health) properties.

Casing and end sheets are of standard galvanized steel, Aluminium

or Copper/Brass.

25

RAILWAYS HVAC SYSTEMS

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

WINDOW / SPLIT AIR CONDITIONER

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

DRY COOLER
LLOYD ELECTRIC & ENGG. LTD. has started
new Product line called as DRY COOLER. As LLOYD is always committed in
saving environment, Company has launched this product which is a contribution
to the mother earth and can save 100% Water by using Fresh Ambient Air, which
is available free of Cost.
The Product has various applications and can be used in various segment such
as :26

Thermal Power Plants

Nuclear Power Plants

Industrial Water Cooling

Oil Cooling

Cement Industry

Textile Industry etc.

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

SUPPORT PRODUCTION LINE

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

27

RADIATOR FOR DIESEL LOCOMOTIVES

Lloyd is a leading AAR (American Association of Railroads) manufacturer,
supplier & exporter of Mechanically Bonded ( Copper Brass ) radiators for diesel
locomotives. Leveraging our industry expertise, in depth product knowledge &
advanced research and development facilities we are able to deliver high quality
and cost effective solutions to our customers. Higher levels of heat dissipation &
optimum performance to weight ratio of our radiators enable better heat transfer
efficiencies and reduce manufacturing costs.
ALUMINUM HEAT EXCHANGERS
VACCUM BRAZED PRODUCT
Our Aluminum offering includes Vacuum Brazed Heat Exchangers and Oil
Coolers which are manufactured through a state of the art Vaccum brazing
furnace

from

US

supplier.

Our products also deliver higher structural strength with enhanced corrosion
resistance for a variety of applications.

CHARGE AIR COOLERS

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

28

Oil coolers
Lloyd's Bar & Plate and Fn & tube Oil Coolers are suitable for all cooling needs.
All our Oil Coolers use high cooling performance fins & tabulators. We offer a
large variety of Oil Cooers suitable for different defense & industrial applications.

29

ADVANTAGE LLOYD
We at Lloyd Electric and Engineering Ltd. have always been dedicated to

the high quality of all processes, from design to delivery.

To achieve the best possible result, we educate our employees

continuously.
The carefully worked-out maintenance system ensures functionality and

accuracy of the machinery. Our Burr-Oak fin presses, fin dies, expanders and
hairpin benders represent a reliable and highly productive manufacturing
base.
In operations and production, we always concentrate on Zero defects and

the coils are 100% leak tested.

In the coils, the quality is in details:

Quality fine give high air side heat transfer.

Special tubes give high tube side heat transfer.

Different surface treatment methods help to protect against

corrosion, condensing water problems etc.

Lloyd Electric and Engineering Ltd. design of headers and circuiting help to
protect the coils against vibrations.
At LLOYD ELECTRIC we work 24 hours a day, 7 days a week, on the continual
improvement of already applied processes and on the implementation of new
efficient solutions. The continuous improvement mind set is reflected in the
30

company's daily life as well as in the long-term processes for example, engaging
the principles of lean manufacturing.

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

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

2. Railways HVAC Systems

31

3. Sheet Metal Fabrication

4. System Tubing

32

PLANT - II (KALA AMB, HIMACHAL PRADESH)

Production lines:
Coil Shop
Window AC

1. Coil Shop

2.

Window

and

Split

AC

Assembly Line

Workforce
skilled and qualified workforce has been Lloyd Electrics key asset and has
helped the organization significantly improve productivity over the last 23 years.
33

We emphasis on training across all levels of the organization.

We

encourage

one

on

one

relationship

between

workers

and

management.

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

We have employed 20% Engineering graduates across all functions.

We have qualified and experienced technical staff.

We boast of no industrial disputes since inception.

34

RESEARCH METHODOLOGY
The study undertaken by me was regarding a detailed analysis ofMarketing and
advertising strategies used in Lloyds.

Research Objective
1. To understand the marketing and advertising strategies of Lloyd
Electronics (Pvt.) Ltd
2. To analyze their strategies and its effect on the corporate profile of
the company.
35

3. To compare the strategies of Lloyd Electronics (Pvt.) Ltdwith its

competitors and to analyze its strengths.
4. To realize the role being played by advertising and promotion on
the sales volume of the company.
5. To understand the future trends in advertising and marketing in
Lloyd especially electronic segment.
6. To Analyse the Advertising and Marketing strategies of
competitors.

Types
Primary research consists of a collection of original primary data collected
by the researcher. It is often undertaken after the researcher has gained
some insight into the issue by reviewing secondary research or by
analyzing previously collected primary data.] It can be accomplished
through various methods, including and telephone interviews in or and
direct in the, amongst others.
Secondary research (also known as desk research) involves the
summary, collation and/or synthesis of existing research rather
than primary research where data is collected from, for example, research
subjects or experiments.
Care should be taken to distinguish secondary research from primary
research that uses raw secondary data sources. The key is distinction is
whether the secondary source being used has already been analyzed and
interpreted by the primary authors.

IN THIS PROJECT SECONDARY RESEARCH HAS BEEN ADOPTED

Secondary sources:
The Secondary data are those, which have already been collected and
being processed through the statistical process.
We got the secondary data through
36

PREVIOUS TRANSACTION RECORDS-

i. We got the records of those people who have bought

products from Lloyd.
ii. Through directory- We got the records of Exporters,
Businessmen, architects etc.
iii. We got the records of those people who have already
worked in Lloyd.

CHAPTER III
ANALYSIS AND INTERPRETATION
Average monthly demand of Lloyd products

10
Upto 10
10 to 20
31

14

37

above 20

Inference

1. Customers buy from showrooms because of the service and

convenience. These are two main factors.
2. Customers are preferred to buy from the showroom because of they
think that these convenient store may provide good after sell service.
3. Customer also thinks that there is more chance to bargain and they can
get more discounts in these showrooms.
4. Price also a factor that attract the customer in these showrooms.

38

Pricing factor affects to the customers

500%; 9%
700%; 13%
Very much

Almost

Less

2700%;No
49%
effect

1600%; 29%

49% retailers & distributors believe that price is the very much important affecting
factors to the customers, 29% retailers & distributors believe that price is almost
important affecting factors to the customers, 13% retailers & distributors believe
that price is the less important affecting factors to the customers , 9% retailers &
distributors believe that price is not important affecting factors to the customers.

39

Important factors affects to the customers

900%; 16% 1200%; 22%

Price

Quality 400%; 7%
Brand

1400%; 25%

Availability

Advertisem ent

1600%; 29%

The price is the important factor at the time of purchasing a product, rest are
product, brand, availability &advertisement .

40

INTERPRETATION

Most of the multinational companies launched their latest products in the

Indian market and the Indian companies were not found very far behind on
this front. Industrys perception of the Indian consumer durable market in
terms of volume and product attributes has refined over a period of time.
Indian consumer looks for value for money in these products apart from
some peculiar product attributes. The Indian companies continued making
profit albeit at reduced margins. Demand has become technology driven.

Lloyds Marketing Strategies

The Indian Consumer Durable Industry did not look very promising when
Lloydcame in 1987 and the task to establish a new brand was more than
impossible. The reason were many stiff competition from Strong local
brands and Global leaders trying to make dent, general slowdown of
economy and little exposure of consumers to Korean products. Then how
was it that Lloyd today is seen as a company, which has broken all barriers
into success? The reasons are easier said than implemented:

Aggressive Approach :
Lloyds entry had made market demanded exceptionally high level of
commitment & aggression to make it presence felt. Its wide from the fastest
41

launch of the widest ranges of consumer electronic and home appliances

products thereby ensuring a more evenly spread out sales composition.

Effective Advertising Strategy:

By using correct positioning stance and appropriate media vehicles strong
concepts and USPs were developed today Golden Eye is generic to
Lloyds TVs, split AC.

Consumer Buyer Beahaviour Study conducted by competition :

The study reveals that for perceived quality and image was very high Lloyd
was seen high on innovation (price technology)
It was also found that Lloyd was purchased by people who wanted the latest
and the technology.

Correct distribution strategy:

Calculated network expansion was undertaken with objective to nurture
existing dealers by improving dealer productivity and no aimless Network
Expansion was resorted to unless required. Today Lloyd can boast of the
highest dealer productivity in the industry.

Premium Pricing Policy:

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Premium product should have a premium price this policy was adopted and
no compromise in pricing was made ever despite cutthroat price war.

FINDINGS

The various findings are :

Lloyd market has done a little less efforts to trap the potential buyers, like Media
Advertisement, Paper Advertisement, Seminars & Business Meets & building a
good relationship with potential business.
No proper channel is made in which the distributors should supply products to
sub distributors, then the sub distributors should supply products to the retailers
or dealers. And finally it should reach to the customers through them.
Lloyd is a company positioned as manufacturer of innovative and world-class
products
Lloyd is among the great chaebols (confederation of small industries) from India.

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RECOMMENDATIONS
The recommendations after the study are as follows :

Almost 50% of the Retailers and distributors contacted complained of the

services given. So satisfaction of these 50% of retailers and distributors is
necessary, so the company should take measures by service section to come up
to their expectations, following are the main suggestions to be followed by the
company to improve the sales.

Lloyd products price should be less.

Advertising material is not available there is a lack of pamphlets &

brochures for advertising.

Service should be improved.

Onsite service should be also improved.

Proper channeling of products from distributors to retailers.

Consistence policies should be followed regarding distributors.

Direct interaction between service members & dealers should be there.

Improve dispatch and delivery of goods.

Action must be taken if call is not attended after 24 hrs of registration

call.

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There should be proper coordination between sales person & service

people, because the sales person says something else & the service
people do something else.

Many dealers are unaware of Lloyd products so it should be properly

supplied & made known to them.

The sale of Lloydproducts is not very good in Delhi, if above suggestion

will be positively accepted by the company then the day is not far when
Lloyd will be the best in this region.

Marketing
It has to give more warranty periods like other players do in the industry
More Demonstrators are required for Lloyd Products.
Instead of go for a limited distribution network it has to build a wide channel
network.

Advertising & Public Relations:

The communication strategies for TV and air conditioners are not fruitful for
the target segments. So, there should be developed a new communication
strategy for it. Instead of going for clean clothes and longer life for clothes, the
ad theme should target to the womens or females, which other players do like
Videocon & Whirlpool. Because a lady in the family is the main buyer in
purchasing the product. So, a new USP was to be developed

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CONCLUSION

The Indian Consumer Electronics & Home Appliances Industry is traditionally

dominated by the inferior quality and sub-standard products.
People go for price while buying home appliances.
They seem unaware of the features needed in a standard white good.
Earlier mostly the white goods are manufactured to cater the present defined
demand are need.
The whole scenario got changed in the post liberalization era with the entry of
multinationals like Samsung, LG, and Sony etc. Lloyd is among the great
chaebols (confederation of small industries) from India.
It has started its operation in India in May 1987 by opening a 100 % fully owned
subsidiary.
Lloyd is a company positioned as manufacturer of innovative and world-class
products.
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Its growth strategy is based on sales and distribution network.

They have maintained a fast pace of growth since in the Indian market.
It has products in the categories of Heat exchangers, Railways HVAC systems,
Window / split Air conditioner window , Dry coolers, Support production line and
Radiators and oil coolers.
It has established a strong brand name standing apart in the consumers mind.
Lloyd believes in honest pricing and not being gimmicks of discounts and price
reduction as lure.

Their strength of marketing is consumer pool, good products and pricing power.

Its product designs are centered on the middle & upper class and the ads
screened highlight the product features.
Its employees are totally committed to quality and innovation.
Lloyds corporate image is that of being the Digital leader of the new
millennium.

LIMITATIONS
Many constraints were involved in doing this study. Some of them are as follows:
1. Inability in meeting high marketing personnel in the concerned
companies due to their busy schedule.

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2. Information regarding stage of various products in the product life

cycle is not available.
3. The information base is limited due to resource constraints.

4. The critical aspect like price could not be covered completely.

5. The other hurdles which I had to face, the secrecy of the company
policies due to which complete information regarding financial
position & salary and wage structure could not fully covered.

6. Areas of marketing research are not revealed by the companys

official.

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APPENDICES
BIBLIOGRAPHY

BOOKS:
.
1. Kotler Philip: Marketing in New Millennium, Millennium Edition Prentince
Hall of India, New Delhi.
2. C.R Kothari: Research Methodology; Wishva Publication, New Delhi.

MAGAZINES:1
2
3
4

Business world.
Invest one
Business Today
Offer Documents of Different Schemes.

NEWSPAPERS:1.
2.

Financial Time.
Economic Times.

WEBSTIES:
www.lloydengg.com/history.html#
www.moneycontrol.com/india/stockpricequote/consumer-goods-whitegoods/lloydelectricengineering/LEE
www.mylloyd.com
www.google.com
www.yahoo.com

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