This document discusses the marketing mix strategies of an electrical equipment company. It sells low voltage switchgear products through 40 branch offices and 100 service centers across the country. It offers prices on a flat basis with a 55 day credit period for dealers and a 3% cash discount for immediate payment. The company promotes its products through exhibitions, trade shows, technical seminars, direct mailers, print and mass media. It aims to customize products to create loyalty and constant volumes. The new challenge is to market medium and high voltage switchgear through expert dealers.

1. Market Growth

2. Product
• Products are bascially low voltage switchgear products such as
contactors,relays,MCCB,MCB,Motor starters etc.
• L&T Products are limited to Low voltage and not medium voltage or high voltage switchgear
Promotion:
• Exhibition
• Trade Shows
• Technical Seminar
Place
• 40 branch offices across the country and a network of over 100 service centres to deliver after-
sales-service to its customers.
• 500 authorized stockists, one of the largest distribution networks in the industry.
Price
• The Prices and the discounts are offered on flat basis.
• •Dealers/Customers are provided with a credit period of 55 days whilst new Dealers are asked to
pay in advance. They are also given an option of getting a cash discount of 3% for the immediate
payment. This actually is a problem since the customers have access to other suppliers who are
ready to give credit to new customers.
Marketing Mix

3. Market Share

4. Marketing Budget

5. Product
Promotion
Direct Mailers to the Customer,
Promote through Print and Mass Media,
Work Closely Designated People to promote,
Spreading awareness through online media
Marketing Mix Decision
Product customization is as well expected with certain
customers preferring that and it will create loyalty
business and constant volumes at fixed
price over period..

6. Place
Price
Volume Base Pricing
Bundling up Pricing for Panel Builders
Loyalty Schemes and Turnover Discount ,
Marketing Mix Decision
As seen already the company has a wide range of
dealers who market the product. The new challenge
is to see for the expert dealers in Medium
voltage and high voltage switchgear
products.

7. 7
SUPPLIERS POLICIES
S U P P L I E R S C H N E I D E
R
S E I M E N
S
B C H L & T A B B
R E V E N U E 6 3 0 . 5
L A K H
2 2 1 . 2 5
L A K H
3 4 0
L A K H
1 0 5 8
L A K H
3 4 L A K H
D E A L E R S 1 5 7 1 1 7 1 0
S A L E S
P E R S O N
6 2 4 5 1
S E R V I C E
C E N T E R
2 0 0 2 0
C R E D I T
P E R I O D I N
D A Y S
6 0 3 0 7 0 4 5 4 5
D I S C O U N T
O F F E R E D
2 0 % t o 3 8 % 1 5 t o
2 5 %
` 2 0 % t o
3 0 %
1 5 t o
4 5 %
2 0 % t o
3 0 %
P R O F I T
M A R G I N
3 % 2 . 5 % 3 % 3 % t o
4 %
4 % t o
5 %
D E L I V R Y
P E R I O D I N
D A Y S
1 0 t o 2 0 2 0 t o 2 5 1 0 3 t o 4 2 0 t o 3 0

8. 8
INCENTIVES & PROMOTION
SUPPLIER SCHNEIDER SEIM ENS BCH L&T ABB
INCENTIVE Cash
Discount,
T urnover
Discount (2%)
Cash
Discount,
T urnover
Discount,
Product Focus
Discount
Cash
Discount,
T urnover
Discount
(3%)
Quantity
Discount
Cash
Discou
nt,
T urnov
er
Discou
nt
PROMOTIO
N
Seminar,
AdvT s, Gifts
Seminar,
Direct
Mailing,
Gifts,
Product
Demonstratio
n
Seminar,
Gifts
In plant
Seminars,
Seminars,
Gifts
Direct
Mailers
**
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CONTRIBUT
ION
Advt. and
Gifts 50%
Only in
newspaper
Advt. 50%
Gifts
100%
Lunch
and
Gifts50%
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** L&T provide 1% of turnover, for advertising expenses