Task 2

Anshuman Dutta
NIT, WARANGAL
TENHARD INDIA PVT LTD
Task 2:
1.
Company Name: Amul
Contact Number: (+91) (2692) 258506, 258507, 258508, 258509
Email ID: Corporate: gcmmf@amul.coop
Exports: export@amul.coop
No. Of Employees: 1,000 (Marketing Arm) 36 lakh (3.6 million) (Milk

producing members)
Admin/HR: R.S. Sodhi (CEO)
Most Selling Product: Amul Taaza
Least Selling Product: Amul Roti softener
3.6 million
Number of users of the most selling product:
Number of users of the least selling product:
Promotional Strategy followed by the Amul is one of the fewer companies who is in
company: charge of one of longest and successful
campaign with a promotional character – The
Amul girl. Amul generally uses the current
news scenario in their promotion that too in a
little sarcastic manner which connects the user.
Most of their promotion is mainly for butter.
As Amul has always stand at the top edge so it
doesn’t spend more than 1% of its revenue on
promotion because it would directly influence
the cost of product. With an increase in the
number of e-commerce users recently Amul
has also shifted on e-commerce platform with
an Amul online app through which they could
deliver products to e-commerce users. This app
also has helped Amul in promoting their brand
through different social media sites i.e.,
through digital marketing. Hence, this
completes the Amul marketing mix.
”
Marketing Strategy followed by the Amul marketing strategy was Amul’s Product
company: portfolio. Amul’s variety of products catered to
a large audience, while certain brands such as
London Diary, Baskin Robbins, Etc managed
to capture few regional (ice cream) markets
where they cater to high end customers, Amul
secured their standing in the overall daily
market. Their main target audience was
however the middle and economic classes.
Pricing Strategy followed by the company: Amul has a low-cost pricing strategy for products
that are consumed regularly. This pricing strategy
of Amul made it affordable for its target audience.
Increasing the price of goods proportional to their
audience's increase in income helped them retain
their customer base
Vision: Amul’s vision is to provide more and more

satisfaction to the farmers, their customers,
employees and distributors.
Mission: GCMMF endeavour to satisfy the taste and nutrition

requirements of the customers, of the world through
excellence in marketing by their committed team.
Through co-operative networking, they are
committed to offer quality products that provide best
value for money.
Working on the strengths and opportunities of

the organisation.
Recommendation (About how the
company could overcome its flaws or what it

should do to be more productive):
2.
Company Name: Dabur
Contact Number: Telephone No: 0120-3962100
Fax No: 0120-4374935
Email ID: corpcomm@dabur.com
No. Of Employees: 7500
Admin/HR: Mohit Malhotra (CEO)
Most Selling Product: Dabur Chyawanprakash
Least Selling Product: More than 60% of population
Dabur Pudina Hara

Promotional Strategy followed by the Dabur does its major promotions through TV
company: advertisements. In India, famous celebrities
and sportsmen endorse their products. Amitabh
Bachchan is seen in ads like Dabur
Chyawanprash and Dabur Hajmola. Sonakshi
Sinha endorses for Dabur Vatika. It also
advertises on newspapers. Hoardings are put up
at retailers and supermarkets. This covers the
marketing mix of Dabur.
Marketing Strategy followed by the Dabur follows a unique business model called

company: Umbrella Branding Strategy. It means that all
products are under one brand name. Sales
Promotion is one of the main tools of the
company's successful marketing strategy.
Pricing Strategy followed by the company: For its low-cost products, the prices are kept
low and competitive pricing strategy is
followed. More emphasis is given on the
product quality and its products are priced low
to gain more customer base. Its main aim is to
sell more units although through a lesser
margin. Since it a competitive industry with
major players, Dabur has to follow a
competitive pricing policy for its non-premium
products to sustain itself in the long run.
Vision: "Dedicated to the Health & Well-Being of

every Household."
Mission: "Contemporise Ayurveda and make it relevant

for the new generation."

the organisation.
3.
Company Name: ITC LIMITED
Contact Number: Telephone No: +91-33-22889371
Fax No: +91-33-2280655
Email ID: Contactus@itc.in
No. Of Employees: 28,115
Admin/HR: Sanjiv Puri (CEO)
Most Selling Product: Aashirvaad Atta
Least Selling Product: Candyman
Promotional Strategy followed by the ITC designs its promotion strategy keeping in
company: mind its brand proposition and its target
audience. It promotes its product through Print,
television and radio as a part of its marketing
mix. ITC’s different brands have different
brand ambassadors. For example, classmate
has been endorsed by Yuvraj Singh and Soha
Ali Khan; Saina Nehwal has endorsed Salvon;
Shahruk Khan has been endorsing the entire
range of snacks under the umbrella brand of
Sunfeast. ITC roped in Ranbir Kapoor for
John’s players.
As part of ITC’s centenary initiative,
Classmate launched the largest student contact
program- Ideas for India challenge. It provided
a platform for Indian youth to brainstorm and
address the issues and challenges which our
nation faces and help in developing the nation.
ITC also launches a lot of digital campaigns to
ensure maximum participation. The Fiama De
Wills Men campaign is one such example.
Fiama DE Wills has had an association with
the talented designer, Masaba Gupta for Wills
Lifestyle Fashion Week. ITC also engage in
cross marketing promotions. YiPPee!
Launched a campaign with Paytm offering
recharge coupons equivalent to the price of
YiPPee noodles. The company launched an
advertisement to back the campaign. Hence
this concludes the ITC marketing mix.
Marketing Strategy followed by the ITC as a brand caters to the needs of a diverse

company: range of consumer segments which is done by
segmenting the population based on similar
sorts of characteristics.
ITC uses a mix

of geographic demographic and psychographic
segmentation variables such as profession,
income class, gender, age, region, behaviour
etc.
ITC uses selective and

differentiated targeting strategy is used by the
company for offerings of the different group of
companies.
Pricing Strategy followed by the company: ITC follows different marketing mix pricing

strategy for different products. Their economy
brands follow economy pricing. Marketing and
manufacturing cost is kept at a
minimum. ITC had to hike the price its
premium products in the industry due to hike in
excise duty.
Vision: Sustain ITC's position as one of India's most

valuable corporations through world class
performance, creating growing value for the
Indian economy and the Company's
stakeholders
Mission: To enhance the wealth generating capability of
the enterprise in a globalising environment,
delivering superior and sustainable stakeholder
value.
the organisation.

4.
Company Name: Hindustan Unilever
Contact Number: Telephone No:
Fax No:
Email ID: mediacentre.hul@unilever.com
Admin/HR: Sanjiv Mehta (CEO)
Most Selling Product: Surf Excel
Least Selling Product: Pure Derm
Promotional Strategy followed by the Hindustan Unilever (HUL) has been heavily
company: investing in the brand promotions as it needs
them mostly for brand recall and many a times
for introducing new brands. Therefore,
Hindustan Unilever primarily uses aggressive
promotion and advertising its marketing mix.
The advertisements of HUL brands are in the
form of television commercials, newspaper ads
or any other magazines and as well as with the
online presence as well. Most of the times
these campaigns are targeted by telling stories
to build relations rather than to sell them
directly. HUL also has tied up with many
celebrities such as Shahrukh Khan, Kareena
Kapoor, Kajol, Varun Dhawan as well as with
the professional hair stylist Jawed Habib.
Marketing Strategy followed by the With such a large number of household brands
company: under each product categories whether it is
home care, food & refreshments, personal care
and toiletries HUL are leading in the markets it
is present into which is helping the brand in
achieving consistent, competitive and
profitable growth.
Operating in length and breadth of the country

with large SKU’s (stock keeping unit) to serve
each segment of the society has helped the
company to emerge as a biggest FMCG player
in India.
Pricing Strategy followed by the company: it keeps a very competitive price for all the
products as the competition is quite stiff in the
segments and as the customer in segment are
looking for value for money products. As the
company tries to reach the maximum number
of customers in all income segment HUL
produces products with different packages and
hence very different prices although the quality
remains the same. Hindustan Unilever also has
various professional product for which it
follows premium pricing strategy.
Vision: “To make sustainable living commonplace. We

believe this is the best long-term way for our
business to grow.”
Mission: “To add vitality to life. We meet every day
needs for nutrition, hygiene and personal care
with brands that help people feel good, look
good and get more out of life.”
Large number of brands in different product
categories: Sometimes having broad
Recommendation (About how the brand portfolio can lead to
company could overcome its flaws or what it confused positioning. Price positioning in some
should do to be more productive): categories allows for low price
competition like AMUL captured Kwality’s
market share. So, working on these shall help
HUL to achieve heights.
5.
Company Name: Nestle India Limited
Contact Number: Telephone No: +911242389300
Fax No: +91242389399
Email ID: Communication@in.nestle.com
No. Of Employees: Around 273,000
Admin/HR: CMD Suresh Narayanan
Most Selling Product: The powered and liquid beverages like

Nescafe, Coffee mate, Nestea, and Nesquik
Least Selling Product: Nestle Water- Pure Life
Promotional Strategy followed by the Nestle has always come up with some unique
company: marketing ideas when they need to brand their
products. The overall marketing mixes
promotional strategy for Nestle focuses on
extensive advertising and marketing for its
individual brands and products. When Nescafe
came up in the market, they brought Nescafe
tunes which are still talked about it. They have
always tried to push their brands to the
consumers. Let us take the example of Maggi
which they associated with 2-minute snacks
which can easily be prepared by the mothers.
This made it famous among the kids and
mothers. They have always focussed on the
quality and nutritional values of the products.
Strong presence of Maggi and Nescafe at the
ground levels has made them to push in the
sales and promotions. It has always followed
above the line marketing strategy. It is the
strong product portfolio that makes it different
from its competitors. Nestle uses all media like
TV, hoardings, print, online ads etc for its
promotion. Thus, marketing mix of Nestle is
covered in the above points.
Marketing Strategy followed by the It uses a mix of value-based & product-based

company: positioning strategies depending upon the kind
of product they are branding & the market in
which it is selling the products.
Pricing Strategy followed by the company: Price of the products is based on the quality of
the product. You could find in the market that
the competitor products are less expensive as
compared to Nestle products belonging to same
category. Take the example of Maggi. It is
priced some bit higher as compared to Yippee
noodles or wai -wai. It is because the quality of
the product is much better, and customer can
easily pay some extra money to get a better
quality. Very often you can see products with
varied sizes along with variation in cost. You
can find Maggi packet of 16 pieces and also
single packet Maggie costing Rs 5. With this,
you can cater large customer base. We can also
see they provide bulk discounts in various
stores like big bazaar. In the segment of
chocolate, they follow competitive pricing
strategy. Prices are almost like Cadbury’s
products. Thus, the pricing strategy in the
marketing mix of Nestle is dependent upon the
competitor, product quality, geography being
served etc.
Vision: To be a leading, competitive, Nutrition, Health

and Wellness Company delivering improved
shareholder value by being a preferred
corporate citizen, preferred employer, preferred
supplier selling preferred products.
Mission: Our mission of "Good Food, Good Life" is to
provide consumers with the best tasting, most
nutritious choices in a wide range of food and
beverage categories and eating occasions, from
morning to night.
Criticism over high-water usage, selling
contaminated food, anti-unionism, forced child
labour and using other unethical practices. This
company could overcome its flaws or what it is one of the things for which Nestle should
should do to be more productive): really give importance.
6.
Company Name: Britannia Industries
Contact Number: Telephone No: 033 - 2287 2439 / 2287 2057
Fax No: 033 - 2287 2501
Email ID: sonarajora@britindia.com

Admin/HR: Varun Berry (CEO)
Most Selling Product: Good day biscuits.
Least Selling Product: Dairy products.
More than 75%
Promotional Strategy followed by the Since the brand, Britannia is present for more
company: than 100 years, perception about Britannia is
always good and enjoys high brand recall
among consumers, this tends to be a great
advantage for Britannia. Advertisements for
Television, print media and billboards are few
of the many techniques used by Britannia in
their promotional marketing mix. Britannia has
signed agreements with famous personalities to
promote their brand, but this has been different
for different products. A bigger part of their
promotional activities is done in the sports
sector. Britannia logo tagged cricket bats
endorsed by international players plays an
important promotional activity. Britannia also
promotes their product as “essential for good
health”, this captures the mind of consumers as
nowadays people tend to be more conscious
about the nutrient value of what they consume.
Hence, this concludes the Britannia marketing
mix.
Marketing Strategy followed by the Britannia has adopted the Market Penetration
company: Method of pricing. It focuses on the quality of
the products keeping in mind the
pricing strategy. This helps improve and
generate large sale volume for their products. It
aims at maximizing the market share and to
produce new product lines.
Pricing Strategy followed by the company: Britannia is one of the leading food brands in
India. The food manufacturing industry is very
competitive. The base of Britannia’s marketing
mix pricing strategy is competition. Also, the
primary segment for being middle class people,
who are highly price sensitive, forces Britannia
to play price war with its competitors.
Britannia tries to bundle its products, which in
turn reduces the price of their products,
specially this can be seen in their products
which are designed for the family packs. Their
strategy of discrimination of prices helps them
earn larger profits from consumers who are
willing to pay for healthier products and
greater benefits. The price of Britannia
products is very much comparable with its
competitors, especially with that of Parle
products, and they are almost the same.
Vision:  Expanding our global client base via

enhancement of our reputation in
selected business segments.
 Developing a stable client base with
significant repeat business.
 A flexible and innovative approach
towards the needs of our clients;
aware of emerging trends and
technological breakthroughs.
 A lucid yet commanding approach to
project management that promotes
clarity and timeliness.
 Being able to communicate
effectively and knowledgeably in the
diverse range of countries/cultures in
which we operate.
Mission: To meet or, where possible, exceed the

expectations of our diverse client base with
flexible, innovative solutions of the highest
quality that adhere to safe, ethically sound
and environmentally friendly codes of
practice.
Over dependency on the biscuit
business: Britannia’s 75% revenue comes from
Recommendation (About how the biscuit business. Although they are market
company could overcome its flaws or what it leader in the same but over dependency on the
should do to be more productive): same may affect their long-term existence in
the business. As they are the one of the top
FMCG companies in India. So they should
really give importance to it.
7.
Company Name: Godrej Consumers Products Limited
Contact Number: Telephone No: 25188010, 25188020, 25188030
Fax No: 25188040
Email ID: investor.relations@godrejcp.com
No. Of Employees: 2,768 (2020)
Admin/HR: Sudhir Sitapati (CEO)

Most Selling Product: Good Knight.
Least Selling Product: Fruit and Veggie Wash
Promotional Strategy followed by the Godrej spends a huge sum of money when it
company: comes to advertisement and promotional
expenses. Such promotional activities help
Godrej to be connected with customers and
help build up a good relationship with them.
Primary promotional activities include
Television advertisement, newspaper,
magazines, billboard, hoardings and
distribution of Pham plates in strategic
locations. Over the years, Godrej has roped
onto famous personalities and Bollywood stars
to play the role of their brand ambassador.
Godrej is involved in various Corporate Social
Responsibility projects, which gives them build
trust among consumer and government
enterprises. Activities include GoGreen
projects which help revive the dwindling
Mangrove cover. They are also involved in
educational activities. They are also
manufacturing innovative products like
smokeless mosquito repellent cards and huge
investments in green buildings. Hence, this
summarizes the marketing mix of Godrej
Industries.
Marketing Strategy followed by the Selective and differentiated
company: targeting strategy is used by the company for
offerings of different group
companies. Godrej uses value-based and user
benefit-based positioning strategy to highlight
the intrinsic culture and attachment that the
brands have with the customers over the years.
Pricing Strategy followed by the company: Godrej Industries has got a huge business
portfolio, and its pricing is dependent upon the
sector it is in. Godrej faces stiff competition
from other giants like TATA, Wipro,
Hindustan Unilever, Whirlpool; so, in such a
case Godrej is forced to set prices to as to fight
out this competition. Prices of chemicals set by
Godrej Chemicals varies according to the order
in bulk or the amount purchased since such
products serve as raw materials to other
industries and factories. Agricultural products
like cattle feed, aqua feed and poultry feed are
sold exclusively by dealers in bulk to farmers,
this reduces the prices of these products.
Consumer products are priced low because
most of the purchases comes from these
segments and market skimming is done by all
brands. Price of Good Knight mosquito
repellent packs costs around ₹70, the price of
Godrej Cinthol products range from ₹32 to
₹175. Price of real estate properties depends on
the type of city, the location and the purpose
for which it is built. Price of residential
properties typically starts from ₹50 lakhs. In
the food retail segment, i.e., products of Godrej
Nature Basket, which sells goods for daily
consumption, price is less, also they provide
frequent discounts on special occasions. This
gives an understanding of the marketing mix
pricing strategy of Godrej industries.
Vision:  To be one of the most trusted and
innovative Indian brands.
 To foster an inspiring place to work.
 To create a shared value through
Godrej Good & Green.
 To grow 10 times in the next 10 years.
Mission: Our passion and purpose to make a difference

through our 'Good & Green' approach to create
a more inclusive and greener India.
Stiff competition affects market share: India
has various players in many of the categories in
Recommendation (About how the the FMCG industry. This ensures stiff
competition in the market and hence limits the
company could overcome its flaws or what it market share for GCPL. The entry
should do to be more productive): of Patanjali has also reduced the market share
of the FMCG giants in many categories. This is
something to look for.
8.
Company Name: Zee Learn Ltd
Contact Number: Telephone No: 022- 40343900
Fax No: 022 – 2674 3422
Email ID: compliances@zeelearn.com
Admin/HR: Ritesh Handa (CEO)

Most Selling Product: Offering education across India through
various ventures.
Least Selling Product:
Promotional Strategy followed by the

company:
Marketing Strategy followed by the

company:
Pricing Strategy followed by the company: It is usually done through subscription of an

individual.
Vision: We believe that each individual has a unique

potential. We help individuals (children &
youth) realize their unique potential through
our school network, school innovations, youth
vocational institutes and online ventures.
Mission: Zee Learn aim to improve human capital

through quality education and development.

9.
Company Name: Cipla
Contact Number: Telephone No: +91 22 24826000; +91 22

24826300
Fax No: +91 22 24826120
Email ID: contactus@cipla.com
Admin/HR: Umang Vohra (CEO)
Most Selling Product: Medicinal Products
Promotional Strategy followed by the The tagline of Cipla “Caring for Life” has
company: become its mission and therefore contributes
actively to society through themes like
generation of employment, education, health
and sanitation, etc. through its Palliative Care
Centre, it provides to cancer patients free-of-
cost medication. The biggest value addition
and promotion is done through the accolades
brought to company in several fields by widely
recognised and reputed institutions around the
world in several years. Cipla won the Thomson
Reuters India Innovation Award and it won
Dun & Bradstreet American Express Corporate
Awards and many more. Hence this completes
the marketing mix of Cipla.
Marketing Strategy followed by the Marketing Strategies Adopted by Cipla

company: Company India is the largest provider of
generic drugs globally. Indian pharmaceutical
sector industry supplies over 50 per cent of
global demand for various vaccines, 40 per
cent of generic demand in the US and 25 per
cent of all medicine in UK. India enjoys an
important position in the global
pharmaceuticals sector. The country also has a
large pool of scientists and engineers who have
the potential to steer the industry ahead to an
even higher level.
Pricing Strategy followed by the company: Its products are pocket friendly for its
customers and has managed to reduce the
prices of several vital drugs in the market.
Also, competitive pricing policy is adopted by
Cipla to compete with its competitors.
Vision: None Shall be Denied.
Mission: Cipla’s mission is to be a leading global

healthcare company which uses technology and
innovation to meet every day needs of all
patients.
Lack of significant presence in developed
countries: India is Cipla’s major market for
Recommendation (About how the revenue generation. Although, Cipla has the
company could overcome its flaws or what it presence in over 100 other countries, but it has
should do to be more productive): low significance in other developed markets
and hence is highly dependent on the Indian
market. So, if they try to give more emphasis
on global level. The company will overcome its
weakness.
10.
Company Name: The Himalayan Drug Company.
Contact Number: Telephone No: 1-800-208-1930
Email ID: contactus@himalayawellness.con
Admin/HR: Phillipe Haydon (CEO)
Most Selling Product: Liv 52

Promotional Strategy followed by the Himalaya reaches its customers through direct
company: marketing and advertisements. It uses emails,
letters, pamphlets and brochures. Himalaya
uses TV, print ads, online ads also in its
marketing mix promotion and advertising
strategy.
Marketing Strategy followed by the Himalaya's biggest marketing strategy was

company: shift from focusing Ayurvedic ideas to herbal
personal care. Leading marketing approaches
of Himalaya are high quality, wellness, and
uncompromised service with a smile. They can
supply the products always needed main by the
customers by keeping high standards.
Pricing Strategy followed by the company: Himalaya Herbal uses competitive pricing

strategy to promote its products.
The prices of Himalaya products are a little
above the common competitors since
its products demand a value-
based pricing because of the ingredients that go
into manufacturing the product.
Vision: Bring wellness and joy to every home via

herbal solutions based on science.
Mission:  Establish Himalaya as a science-based,

problem-solving, head-to-heel brand,
harnessed from nature's wealth and
characterized by trust and healthy lives.
 Develop markets worldwide with an in-

depth and long-term approach,
maintaining at each step the highest
ethical standards.
 Respect, collaborate with, and utilize

the talents of each member of the
Himalaya family and the local
communities, to drive our seed-to-shelf
policy and to rigorously adopt eco-
friendly practices to support the
environment we inhabit.
High Sensitivity of Crops – The crops are

highly sensitive to the preservatives and
Recommendation (About how the pesticides which are used to enhance the
company could overcome its flaws or what it cultivation and hence there is a high cost
should do to be more productive): involved in the production of raw materials as
there are potential losses to the crop. If they
can somehow control this then they will be
more productive.
11.
Company Name: Ananda Bazar Patrika (ABP) Group
Contact Number: 91 33 22345374, 22216600, 22378000
Email ID: social.abp@abpdigital.in-এ
Admin/HR: Dipankar Das Purkayastha (CEO)
Most Selling Product: Ananda Bazar Patrika, The Telegraph

3 million +
Promotional Strategy followed by the The ABP Group has 11 publications,

company: including The Telegraph, Ei Bela (‘This
moment’— targeting the youth with film,
lifestyle, and sports coverage), Unish
Kuri (‘Nineteen-Twenty’ - for
youngsters), Fortune India, Sananda (a
women’s fortnightly), Anandamela (children’s
periodical) and Boier Desh; three news
channels; and one book publishing business in
its fold.
The newspaper has seven printing locations

across six cities with complete technological
support, including broadband connectivity and
satellite uplinks. Digital route mapping enables
its availability in every nook and corner of
Bengal, with newspapers being sent by any and
every method possible — road, train, air, or
boat.
A unique distribution strategy — the usage of
unconventional selling points like hardware
shops, public phone booths, grocery shops and
refreshment stalls — has made the newspaper
available to the reader anywhere and at any
time of day, and not just early in the morning
or at news agents’ kiosks. Another initiative in
remote areas, like the island Sagar in the Bay
of Bengal, was to involve passenger vehicle
drivers in sales (for a commission).
Marketing Strategy followed by the ABP One, an Anandabazar Patrika (ABP)

company: group outfit is engaged in creating
opportunities for the brands, help them identify
regional marketing strategies and reach out to
the consumers. The company’s solutions come
in varied formats - consultancy, advertising
campaigns, editorial integration, activation or
media integration. However, the essence
remains that of partnering with brands in
comprehending its needs, understanding its
audience and their insights, and creating
necessary solutions.
Pricing Strategy followed by the company: Pricing is based on subscription and also based on
individual purchase.
Vision: We aspire to be thought leaders in India on a

foundation of the enduring trust of our
customers and by harnessing the talent and
innovation of our people.
Mission: To inform, to educate, to engage, to entertain and
thus raise the quality of human life.
1.No adequate representation in south India

2.Very limited publishing centres
3. It needs to expand aggressively if it wants to
company could overcome its flaws or what it move up the ladder
If they can concentrate on these 3 problems,
they can be more productive.
12.
Company Name: The Times Group
Contact Number: Mumbai: +91-8448441090; Delhi, Gurgaon,

Faridabad, Noida, Ghaziabad; +91-
8800794795
Email ID: readercontact@timesgroup.com.
Admin/HR: Raj Jain (CEO)
Most Selling Product: The Economic Times
3 million +
Promotional Strategy followed by the Previously, the promotional strategy of The

company: Times of India was directed to the functionality
of the newspaper. But with changing times and
increased competition, they are trying to
project themselves as chronicle aspirations of
the Indians. In terms of promotion, it always
gets involved in banter with its competitor the
Hindu and hence comes up with innovative
promotional strategies in advertisements,
digital promotions like banner ads. To maintain
a competitive advantage Times of India, go for
the door to door selling and features videos on
their websites as well as television media to
promote their product. The Times of India is
one of the forerunners of viral marketing
strategies and has successfully covered all the
possible touch points in a city beginning from
shops, tea stalls, malls and even billboards in
buses, road dividers and across prominent
locations in the roads. Apart from this, it
organizes events like Mega Trade Fair and
TOIFA to increase its nationwide presence.
Hence this completes the Times of India
marketing mix.
Marketing Strategy followed by the  The marketing strategies for The Times

company: of India are
 To improve quality of product and
extend variety of product range.
 To launch new editions in English and
regional languages for students and
online newspaper i.e., e-paper or mobile
paper and increase readership and
circulation of newspaper.
Pricing Strategy followed by the company: They follow a marketing strategy called the

Princer Movement Strategy that asks it to go
for audacious pricing. To retain the competitive
advantage especially in the south Indian
market, it has targeted the readers of its
competitors and lowered their subscription
rates.
Vision: TimesPro believes in quality and educating the

youth of India. TimesPro has a vision, and it
includes you – the youth of India. We know
you are seeking a career, and not just a job.
Mission:  To bring together people and places
through services quality and
commitment.
 To help forge a strong relationship the

world over and to deliver outstanding
services on a global perspective.
 To conduct business with honesty and

integrity. The Groups philosophy is that
of respect and appreciation for those
who are associated with companies,
comprising the Group.
 To share the fruits of prosperity, as the

Times Group succeeds, with the
employees and the communities it
serves.
So, there is tough competition in the market

that’s why this means limited market share. By
Recommendation (About how the giving importance to its how its competitors
company could overcome its flaws or what it are doing to be in the market then it can give
should do to be more productive): the organisation be more productive.
13.
Company Name: HT Media
Contact Number: Telephone: +91-11-66561333
Fax: +91-11-66561270
Email ID: feedback@hindustantimes.com
No. Of Employees: 1891 (2020)
Admin/HR: Praveen Someshwar (CEO)
Most Selling Product: Hindustan Times.

3 million +
Promotional Strategy followed by the Its promotional plans include the usage of
company: electronic, social and print media to maximum
advantage. Its official website offers relevant
information to interested customers
Marketing Strategy followed by the HT Media has a strong marketing plan in place

company: so that it can maintain and create further brand
awareness amongst its consumers. Its
promotional plans include the usage of
electronic, social and print media to maximum
information to interested customers.
Pricing Strategy followed by the company: The company has adopted a competitive
pricing policy for its products. It faces
competition from several rival companies and
hence has kept its pricing plan at par with its
competitors.
Vision: HT Media strives to be a visionary organization

and not an organization with a vision. In our
endeavour to have a shared understanding,
alignment and commitment, we have derived
our company's vision that sets the course and
empowers people to act.
Mission: we endeavour to improve the quality of
people's lives by empowering them through
informant, entertainment and education.
1.Increasing penetration of digital media could
affect newspaper readership in the in the long
company could overcome its flaws or what it term
should do to be more productive): 2.News related controversies often create an
issue
These are some of the lookouts they have to

work on to be productive.
14.
Company Name: Jagran Prakashan Ltd
Contact Number: Telephone No: 0512-2216161;0512-2216162;

0512-2216163
Email ID: jagrancorp@jagran.com
Admin/HR: Sanjay Gupta
Most Selling Product: Dainik Jagran
Marketing Strategy followed by the

company:
competitors.
Vision: To be the largest platform of internet users

across Hindi Heartland.
Mission: To provide meaningful content to consumers

through DATA DRIVEN JOURNALISM
which informs, educates and helps them to
make better life decisions.
Declining Net Cash Flow: Companies not
able to generate net cash. This is a major
Recommendation (About how the drawback which the company should work
company could overcome its flaws or what it on to resolve the issue.
15.
Company Name: Indian Express Limited.
Contact Number: +91 120 665 1500
Email ID: Feedback@expressindia.com

Admin/HR: George Varghese (CEO)
Most Selling Product: The Indian Express
3 million +
Marketing Strategy followed by the At the heart of The Sunday Express' marketing
company: strategy are two main objectives - an initial
boost in circulation, and later - perhaps six
months down the line - a pitting of the new
glitzy Sunday edition against news magazines
like Outlook and India Today. Market sources
say the paper has seen advertising revenues
shrink in recent years; yet the decision to
splurge money on advertising is largely driven
by the hope that a large chunk of that would be
recovered as advertising revenue over time.
competitors.
Vision:
Mission:
The Indian Express Group got divided into two

newspapers-one for south (The New Indian
Recommendation (About how the Express) and the other for north (The Indian
company could overcome its flaws or what it Express) which may lead to extra costs for
should do to be more productive): gathering information. So, if they make one
single paper all over India. The extra costs will
cut off.
16.
Company Name: Tata Consultancy Services
Contact Number: (022) 67789999 67789393, +91-22-6778 9595
Email ID: Global.marketing@tcs.com
No. Of Employees: 488.649 (2021)
Admin/HR: Rajesh Gopinathan (CEO)
Most Selling Product: Information Technology related products.

Promotional Strategy followed by the Through various community initiatives TCS

company: makes its presence felt everywhere. This is the
best way to reach out maximum people as they
are serving the society and gaining popularity
and recognition in return for their good work.
The promotional strategy in the marketing mix
of TCS is unconventional and not like any
other business doing advertising and
marketing. TCS has got a well-defined set of
programs for each geography.
Marketing Strategy followed by the Tata Consultancy Services or TCS

company: continuously strives to provide the best
solutions to its clients from a global
perspective. It operates in segments like
banking and financial services, consumer
packaged goods, energy – oil and gas,
government, healthcare, hi tech,
manufacturing, media and information
services, retail, telecom, travel, transportation
and hospitality and utilities and these are
termed as ISUs. The products in the marketing
mix of TCS are the solutions it provides to
enterprises and clients. TCS has a diversified
service portfolio focussing on IT services,
consulting, IT infrastructure, enterprise
solutions, enterprise security and risk
management, engineering and industrial
services, eco sustainability services, digital
enterprise, business process services, business
intelligence and performance management,
assurance services, platform solutions and iON
small and medium sized business across the
above-mentioned verticals.
Pricing Strategy followed by the company: Through its different pricing models and
policies, TCS promises clients - process
improvement, cost reduction, revenue
enhancement and timely deliverables. TCS
follows success-based pricing model in some
of its total outsourcing contracts and
differential pricing model for its ion services,
wherein the prices differ as per different
clients. With the help of this, TCS is targeting
small towns and all types of customer bases.
Since ion is a combination of hardware,
software and network, along with the services
provided by TCS, there is no addition price to
be played for this technology. Hence, the
pricing strategy in the marketing mix of TCS is
basically based on the client requirements,
projects and the scale of operation.
Vision: To be amongst the 5 most admired Information

Technology Solution Providers globally with
leadership focus in delivery of products,
solutions and services which are globally
competitive.
Mission: TCS Technology will provide products and

services that not only meet but exceed the
expectation of our customers through planned
and continuous improvement of our Services,
Products, Processes and People.
Legal Judgements: TCS engaged in a 2014

legal battle for alleged misuse of confidential
Recommendation (About how the information by Epic System against Epic
company could overcome its flaws or what it Systems. In 2016, TCS was found to have been
should do to be more productive): found guilty and charged $940 million in
damages. TCS opposed and rejected the
judgement by the higher competence. Such
events influence the company’s image.
This is some of the mishap that TCS should

avoid before getting it to people attention.
17.
Company Name: BYJU'S
Contact Number: +91- 92435 00459 +91- 92413 33666
Email ID: support@BYJU'S.com
Admin/HR: Byju Raveendran (CEO)
Most Selling Product: Providing online classes starting from class 1

to the preparation of IAS.
Promotional Strategy followed by the Apart from Google search ads, Byjus also use
company: Google display ads and Google shopping ads.
They also use Facebook ads to book more
counselling sessions directly on Facebook. This
is possible because their sales representatives
are already all over the country.
Marketing Strategy followed by the One of the most powerful marketing strategies
company: of Byju’s is the brand ambassadors who are
associated with the brand. It is undeniable that
having a brand ambassador attaches a face to
the brand. Byju’s ambassador is the most loved
actor not just in India but worldwide. Shah
Rukh Khan is the brand ambassador of
Byju’s justifies the user base of the tech
brand.
Pricing Strategy followed by the company: BYJUs follows a freemium business model, so

most of the revenue is incurred from the
subscription amount which is paid by the
students for learning. BYJU also earns from
product purchase from its website, offline
career counselling, offline coaching, and
revenues from API.
Vision: We believe in the power of one-to-one learning

that addresses every child's learning needs,
allows students to be holistically involved in
their education and be active, lifelong learners.
Mission: Our aim is to become one of the most preferred

education technology platforms across the
globe.
No presence in the Japanese Market Second to

P&G in market entry Low international
Recommendation (About how the presence using old methods of manufacturing.
company could overcome its flaws or what it So Byjus should make an impression in
should do to be more productive): International market too to survive.
18.
Company Name: Vedantu

Contact Number: 91988-660-2456
Email ID: bondwithus@vedantu.com
Admin/HR: Mohit Mathur
Most Selling Product: Providing online classes starting from class 1

up to NEET level.
Promotional Strategy followed by the Vedantu is mainly promoting its services

company: digitally from its website, google ads, and blog.
Secondly, this online tutoring business is
grabbing children's attention from it's a
melodious and catchy advertisement that is
telecast on TV & social media platforms.
Marketing Strategy followed by the  Vedantu markets its packages on its

company: website, Google advertising and forum
digitally.
 It is a tuneful and captivating
commercial telecast on tv and social
media channels that catches the interest
of children.
 As a brand ambassador Amir khan
portrays wonderfully the role of an
interested father and give the character
its own charm.
Pricing Strategy followed by the company: They charge from the students based on the
tenure of the courses which are categorized as
long-term, micro-courses, short-term, and crash
courses. You can also select the pocket-friendly
plans or opt monthly subscription instead of
paying all amounts together. Also, they provide
some free demo classes that turn helpful at
taking a vital decision for enrolling for the
course or not. One can browse various courses
both on its application or website.
Vision: Our vision at Vedantu is to reimagine and
evolve the way teaching and learning have
been happening for decades.
Mission: To make marketplace for teachers model a

game changer in India.
There are certain drawbacks or loopholes in the

business process or the product that distance
Recommendation (About how the you from your strength. Generally, weakness is
company could overcome its flaws or what it influenced by internal factors, market
should do to be more productive): competition and location and requirement of
additional assets such as money, furniture or
equipment. Certain times its also a flaw or a
small gap in the business process. These are
generally self-identified or brought out after
critical thinking and brainstorming.
Progressing on these strategically and logically

is the next most crucial step is to be taken
during planning the business. As it helps
identify the areas that require enhancement. It
could in terms of skill, knowledge, finance,
technology, furniture and fixtures. It could be
in terms of market competition and the need for
an ideal location to operate the business.
19.
Company Name: Unacademy
Contact Number: +91-7290-068-900
Email ID: help@unacademy.com
Admin/HR: Gaurav Munjal (CEO)
Most Selling Product: Providing Online classes.
Least Selling Product: 30 million
Promotional Strategy followed by the As part of its aggressive marketing

company: strategy, Unacademy makes extensive use of
digital marketing (Google, social media and
OTT platforms such as Netflix, Amazon Prime,
etc.), TV commercials, Radio, and out-of-home
(OOH) advertising methods such as billboards.
The company does not like to spend much on
newspaper ads.
Marketing Strategy followed by the As part of its aggressive marketing

company: strategy, Unacademy makes extensive use
of digital marketing (Google, social media and
OTT platforms such as Netflix, Amazon Prime,
etc.), TV commercials, Radio, and out-of-home
(OOH) advertising methods such as billboards.
Pricing Strategy followed by the company: Unacademy follows a freemium business

model. In simple terms, Unacademy offers
some of its basic services for free and charges a
subscription-fee for its high-quality content.
The pre-recorded classes are free of cost; while
the live, interactive sessions with top experts
are paid.
Vision: Unacademy's vision is to partner with the
brightest minds and have courses on every
possible topic in multiple languages so the
whole world can benefit from these courses.
Mission: Democratise access to high quality education.
There are many competitors against

Unacademy like Byju’s, Vedantu. To be in the
Recommendation (About how the market they have make their content more
company could overcome its flaws or what it precise and the subscription of those courses
should do to be more productive): more budget friendly.
20.
Company Name: Sun Pharmaceutical Industries Ltd.
Contact Number: (+91 22) 4324 4324

Email ID: gaurav.chugh@sunpharma.com
Admin/HR: Dilip Shanghvi (CEO)
Most Selling Product: Medines.
Promotional Strategy followed by the Sun Pharma follows a very strong promotional
company: and marketing activity in its marketing mix and
focusses on reaching the customers
everywhere. Their Tagline depicts the
intentions of the company and attracts the
people. They carry out various television ads
ad also spreads awareness through print
medias. The Sun Pharma company stresses on
niche segment like psychiatry and lifestyle
meds etc helping it to grow fourfold to have a
revenue. Sun Pharma have also earned
awareness through various sponsoring
programmes and hoardings etc. they also come
up with attractive offers and schemes on
meeting the described sales to its agents and
distributors. This completes an insight into Sun
Pharma marketing mix.
Marketing Strategy followed by the Sun Pharma follows a very strong promotional
company: and marketing activity in its marketing mix and
focusses on reaching the customers
everywhere. Their Tagline depicts the
intentions of the company and attracts the
people.
Pricing Strategy followed by the company: Sun Pharma has always tried to maintain a
reasonable pricing strategy to meet he needs of
the local people. It tries to optimise the
operational cost thus help in maintain
affordable prices. The pricing policies followed
by Sun Pharma is on par with the major
competitors in its marketing mix. The
consumers are now highly becoming price
sensitive. This is a threat to the company. Sun
Pharma produces generic medicines at a very
low cost thus giving it a competitive advantage.
With their diversified product line, they have
been able to meet both high end and low-end
products. Also owning a lot of patents under
their name has helped them earn a lot of
profits. The Sun Pharma company has
succeeded in differentiating itself as cost
leadership.
Vision: With the prime objective of good health to all
and happiness for all. We believe in utilising
modern science to bring out the essence of
nature and provide effective and high-quality
medicines at affordable prices.
Mission: We believe that our mission is to provide high-

quality and innovative medicines to people in
the world by leveraging our strengths fully
with our vision of “Reaching People. Touching
Lives.” advocated by Sun Pharmaceutical
Industries Ltd.
We can see this company has a limited

presence in emerging markets as well as
Recommendation (About how the European markets.
company could overcome its flaws or what it For that they should try to expand globally.
21.
Company Name: Glenmark Pharmaceuticals
Contact Number: Telephone No.: +91 22 4018 9999

Fax No.: +91 22 4018 9986
Email ID: corpcomm@glenmarkpharma.com
Admin/HR: Glenn Mario Saldanha (CEO)
Most Selling Product: Medicinal Tablets.
Promotional Strategy followed by the Glenmark has been constantly upgrading its
company: marketing policies to maintain and maximise
its brand visibility. It has been the recipient of
several accolades and awards for exceptional
and ground-breaking patents and innovations.
Glenmark has been part of several events to
remain in limelight and increase its brand
awareness. The company has been a prominent
donator during medical donation camps and
have offered support and services through its
workforce and products in hours of need.
Marketing Strategy followed by the It has put its focus on development

company: and marketing of generic and branded
formulations. Glenmark has under its belt
seven molecules that are in pre-clinical and
clinical stages. ... Several over-the-counter
vaccines and medicines are available because
of the efforts of Glenmark.
Pricing Strategy followed by the company: According to one of the surveys revenues of
Glenmark have been estimated at Rupees
5817.39 Crore and profits at Rs. 1468.43
Crore. Glenmark supposedly spends Rupees
290.86 crore on its R&D facilities. Glenmark
Pharmaceuticals is a company that believes in
operating in a healthy manner that is
environmentally conscious, proactive
and ethical. With changing scenarios in both
regional and global sector, the company has
tried to maintain a good pricing policy that will
prove beneficial to every party including itself,
its investors and customers. The company has
adopted a reasonable pricing policy for its
products as it wants them to have a greater
reach. Moreover, it realises that affordable and
rational prices will result in greater volumes
and better revenues.
Vision: Enriching lives to create a healthier and happier

world.
Mission:  To be a responsible organization.

 To focus on child health and reduce
infant mortality and child mortality.
 To empower the marginalized by
generating sustainable livelihood.
 To promote aquatic sports and place
India on the global map.
 To provide access to healthcare through
medicine donation and other health
initiatives/projects for the less
privileged.
 To support advancement of education.
 To encourage employee volunteering
across all our locations.
 To provide disaster relief to affected
areas.
Decline in Net Profit with falling Profit

Margin.
This is something they have to look for.
22.
Company Name: Johnson & Johnson
Contact Number: 00 800 888 111 000

Email ID: service@onetouchasia.com
Admin/HR: Alex Gorsky (CEO)
Most Selling Product: Band Aid, Johnson’s Baby powder
Promotional Strategy followed by the Johnson & Johnson has followed a very good
company: marketing strategy, creating awareness through
advertisements via different medias which are
generally very eye catching. The marketing
mix promotional strategy of Johnson &
Johnson is to have a 360 branding. This
appeals the customers to buys the products.
Johnson & Johnson have realised the
importance of spreading awareness about the
production the market and have utilised their
full capacity to reach out to people.
The Johnson & Johnson ads are placed
everywhere and through all mediums, like
hoardings, magazines, newspapers etc. Their
advertisements also carry an emotional content
majorly focussing on quality and care. Johnson
& Johnson have also focussed on coming up
with very good packaging which is
environmentally friendly.
Johnson & Johnson have come up with various
kinds of campaigns also as a part of the
promotional activities. Few of them being
“Having a Baby Changes Things”, “The
Campaign for Nursing’s Future” etc. the
leading tv actress Prachi Desai has also been
associated with the company’s ads. Johnson &
Johnson ads generally focus cute babies and
kids which people love to see and depicts love
and care from a mother’s perspective. The
mother baby connection is strongly shown
there. Also, few cartoon characters are used to
attract the customers.
Johnson & Johnson also comes up with various
kinds of offers like get a soap free on purchase
of two etc. several kinds of discounts coupons
are also given along with baby products and on
buying all in one pack. Hence, this summarizes
the Johnson & Johnson marketing mix.
Marketing Strategy followed by the Gentleness, safety, and comfort have always
company: been a topmost priority of J&J. It uses harmless
chemical and products go through rigorous
clinical testing to ensure the highest standard
for their baby products. It has a strong presence
in the mind of the parents.
Pricing Strategy followed by the company: Johnson & Johnson is a renowned brand and
still it has maintained its pricing to an
affordable rate so that the common man can
buy the products. Johnson & Johnson follows a
very well-planned pricing policy in its
marketing mix pricing strategy, mainly keeping
it in the range of the consumer price index. As
we know a major part of the company’s market
is from consumer products, so it keeps n mind
the affordability criteria of the consumers in the
market before setting its pries.
Johnson & Johnson has also followed a
psychological pricing technique keeping its
prices in the multiples of 99 or 49. Although
Johnson & Johnson products are known for its
superior quality with proper packaging etc, the
company has decided on affordable prices.
In its medical products category, working along
with government they have priced them the
products at a reasonable rate. This also depicts
the companies socially responsible intentions.
Johnson & Johnson has efficient team
appointed for the pricing of the products. This
teams consider different factors like target
segment, their production cost, demand,
supply, and also the ability to pay of the
customers. After all the proper evaluations and
calculations, the prices are fixed for the
products.
There are certain Johnson & Johnson products
like the baby care products and consumer
goods where the prices charged are little high.
This is because people buying such products
are ready to pay even a certain high price given
good quality and good health for their family.
Vision: Our vision at Johnson & Johnson is for every
person to use their unique experiences and
backgrounds together – to spark solutions that
create a better, healthier world. Diversity,
Equity & Inclusion.
Mission: Make diversity, equity & inclusion how we

work every day.
Handling such a large product portfolio &

partner companies can create mess in
Recommendation (About how the the operations of the company, so J & J should
think of before entering mergers &
company could overcome its flaws or what it acquisitions.
23.
Company Name: Club Mahindra Holidays
Contact Number: +91(044)3504-1000
Email ID: memberexperience@mahindraholidays.com
No. Of Employees: 2,56,000
Admin/HR: Kavinder Singh (CEO)
Most Selling Product: Provides Holidays on timeshare basis.
Promotional Strategy followed by the Brand presence of Club Mahindra has soared
company: very high because of its
exceptional advertising policies. It has paid
special attention to its infrastructure
and service quality. The company has tried to
make a promising statement with
its positioning strategy titled A Holiday You
Own. Every customer is treated as
an individual who deserves the best. Holiday
entitlements are offered to all its members
making them happy customers. Club Mahindra
has now started targeting women as their
members as it realises that in today’s nuclear
families it is the woman has a makes the
decision of planning a holiday.
Marketing Strategy followed by the Club Mahindra operates in the hospitality

company: industry through resorts and hotels. It is
engaged in providing vacations and related
services to families and individuals who like to
spend quality time at different destinations. The
company has a nearly 143000 members of the
customer base to its name and provides best
accommodations and services. All its resorts
have a homely ambience and up-to-date
facilities, which makes their stay warm and
welcoming.
Pricing Strategy followed by the company: Club Mahindra has implemented a membership
scheme under which a customer can stay at one
of its resorts whenever he/she desires. It has
targeted the families and leisure travellers from
the mid and upscale section of society. Its
actual source of income is from annual
subscription fees, sales of beverages and food
items and sale of vacation-ownerships.
Company’s pricing policies are dependent on
numerous factors. Its membership fees vary
from Rs. 11000 to nearly Rs. 51000 and
services provided under each scheme are
different depending on their fee structure. In
order to combat inflation, the company hikes
its maintenance fees on an annual basis. Club
Mahindra provides premium products and
services to its members and charges
accordingly as it believes in value-
added pricing policy.
Vision: Good living. Happy families.
Mission: We will be among the top 5 VO companies of

the world in terms of member base.
One bone of contention among club Mahindra

members has been the inconsistent (and at
Recommendation (About how the times unexplainable) booking policies. For the
company could overcome its flaws or what it different tiers of membership there exists
should do to be more productive): different guidelines. For some of the popular
properties, the booking is to be done a whole 6
months prior. This is inconvenient to a lot of
members as sudden changes in the travel plan
or last-minute changes cannot be
accommodated suitably. The company has
been working on regulating this and making it
more feasible for members.
24.
Company Name: Parle Products
Contact Number: Telephone No: 022-6713 0300
Fax No: 022-6691-6926
Email ID: info@parleagro.com

Admin/HR: Vijay Chauhan (CEO)
Most Selling Product: Parle-G Biscuit.
Least Selling Product: Top Spin.
Promotional Strategy followed by the The promotional and advertising strategy in the
company: Parle marketing strategy is as follows:
Parle brand uses all media like TVC, print,
online ads etc as a part of its marketing mix
promotion & marketing strategy. Parle brand
has always been associated with positive
emotions and has incorporated qualities like
sharing and caring. Parle was able to connect
with the children by sponsoring shows like
Shaktimaan where Parle started giving out
merchandise for the same. Moreover, it started
promotions on a national level scale by
fulfilling the dreams of selective children. Parle
has been active when it comes to promotions or
tv advertisements. Specifically, to Parle G, the
company promoted using the logo of a young
girl and later also had an ambassador for the
brand. Moreover, all the products have
attractive and distinct packaging which attracts
the target group. Apart from Parle G, all other
products of the company are also promoted
extensively with innovative marketing
campaigns. Parle has actively been involved in
print and press media. Hence, this concludes
the Parle marketing mix.
Marketing Strategy followed by the Parle uses various marketing strategies to

company: promote and market itself. It does sponsorship
activities, it uses brand ambassadors and a
variety of advertising campaigns such as the
use of celebrity speakers within their product’s
packaging or in-store displays, use of in-store
advertising flyers as well as social media
advertisements, etc.
Pricing Strategy followed by the company: This is the backbone pricing strategy of the
Parle brand as a part of its marketing mix. The
low price of the Parle products along with the
promise of high quality helps in fighting the
competitors. Though Parle believes in focusing
on quality, it still has been able to manage low
cost due to the high volumes of production. It
comes in base pack of Rs 2 for biscuits whereas
the toffees range from 1 to 2 rupees. The low
pricing strategy of Parle G has enabled it to
retain its position as a market leader despite
several new biscuit brands coming in the
market as its competitors. Parle G focuses on a
volume strategy and hence keeping its prices
slightly lower helps it to reach out to a huge
audience.
Vision: To be the leaders in their business domain.
Mission: Maintaining high quality, introducing new and

innovative products, reaching every part of
India, remaining customer-centric, constantly
upgrading our knowledge and skills.
Parle G is missing the essential part which can

make it an all-round brand – Premium range
Recommendation (About how the biscuits. Although Parle G is the single widest
company could overcome its flaws or what it selling biscuit brand, a premium range biscuit
should do to be more productive): will help Parle attract a lot of inroads.
25.
Company Name: Mother Dairy
Contact Number: 18001801018
Email ID: Consumer.services@motherdiary.com
Admin/HR: Manish Bandlish (Managing director)
Most Selling Product: Dahi
Least Selling Product: Butter

Promotional Strategy followed by the Mother Dairy has adopted a subtle yet effective
company: marketing strategy. As it is facing stiff
competition from national player Amul,
Mother Dairy has moved onto smart marketing
strategy wherein it is working on better
communication strategies. It is now coming up
with various advertising strategies to gain
customer’s mind share. Recently Mother Dairy
has come up with ‘Tweet to Farmer’ campaign
where we thank them for giving us milk. It has
roped in a mascot Makhan Singh which is
targeted on the kids for various products like
cheese, butter and milk. The Mother Dairy ice
creams have also been quite popular because of
TV commercials. Safal also takes help of green
and environment friendly themes for selling
many of its products. Dhara brand has been on
TV commercials from quite a long time. It also
has tied up with Paytm and UPI for cashless
payment at its booths and hence showing it is
technologically updated. Hence, this covers the
entire Mother Dairy marketing mix.
Marketing Strategy followed by the Mother Dairy is not an aggressive marketer but
company: is a smart one. The TV commercials, print, and
other forms of advertising done by this brand
have been very effective and have worked well
for the brand. It has done a lot of print
campaigns in various newspapers, magazines
and billboards. The tagline adopted by the
brand is ‘Piyo Pure’.
They had also launched a campaign

called ‘Tweet to Farmer’ which created a very
positive brand image for the company. The aim
of this campaign was to thank the farmers for
providing them with fresh supplies.
Pricing Strategy followed by the company: Mother dairy a very penetrative pricing
strategy. Since its suppliers are farmers and
cooperatives and needs to support them, milk
prices change with inflations and certain
number of fluctuations are visible in Mother
Dairy milk prices. Mother Dairy also maintains
a differential pricing strategy in its marketing
mix and varies according to geographical
regions. Prices also vary with packages and
variants of milk. Other milk products also have
similar situations, and we can see pricing done
according to rising prices of other input factors.
In the Mother Dairy ice creams segment, it
keeps for regular ice creams competitive prices
and premium prices for other special flavours.
The Safal brand also dealing with fresh fruits
and vegetables keeps market-based prices. But
many products under its brand faces huge
competition and hence it maintains competitive
prices. The edible oil sections under brand
Dhara faces a lot of competition from many
brands and hence as loyalty of customers is
based on price and quality. As Mother Dairy
has a huge infrastructure it can compensate the
costs with large volumes of products.
Vision: Provide quality food and beverages to

consumers at affordable prices while ensuring
fair returns to the producers.
Mission: Mother Dairy’s heritage is intrinsically linked

to the cooperative movement in India. With
determination and pride, we will continue to
serve our farmers, rural India and our
consumers. Our values reflect who we are and
what we firmly believe in.
The market for milk is local essentially because

of the perishability of the products. For
Recommendation (About how the example, in Kerala there is Milma, in
company could overcome its flaws or what it Karnataka there is Nandini and in Tamil Nadu
should do to be more productive): Tirumala Milk Cooperative. Thus in order
to target larger markets the company needs to
foray into other businesses.
26.
Company Name: Patanjali Ayurved
Email ID: ecommerce@patanjaliayurved.org for

feedback
career@patanjaliayurved.org for career

dhanveer@patanjaliayurved.org for
institutional enquiry
No. Of Employees: 2,00,000 (2011–12)
Admin/HR: Balkrishna
Most Selling Product: Patanjali Aloe Vera gel
Least Selling Product: Patanjali Multani Mitti pack.

Promotional Strategy followed by the Patanjali has considered advertising for its
company: products as a high priority for driving sales.
The promotion and branding in Patanjali
marketing mix utilises all media channels like
print, TV, online ads, billboards etc. Patanjali's
brand ambassador is yoga guru Ramdev Baba,
who has a staggering fan following, which
enabled the brand to catapult in the big league
within a short span. The advertisements of
Patanjali have been aggressive where they have
showcased the importance of using natural and
ayurvedic ways of making products. Their
advertisements have also been under scrutiny
as they have alleged that its competitors have
been using harmful products. Patanjali
advertisements showcase their entire product
range targeting the audience who want a
healthy lifestyle by using naturally curated
products. The massive advertising exercise by
Patanjali has made it one of the fastest growing
FMCG companies in India, with annual
revenues in excess of INR 5000 crores. Hence
this gives an overview on the marketing mix of
Patanjali Ayurved FMCG company.
Marketing Strategy followed by the It uses undifferentiated targeting strategy, as
company: the main objective Patanjali is to offer
healthy products to all people. It uses a product
based and value-based positioning strategies to
establish a sense of trust and satisfaction of
being healthy in the mind of the customers.
Pricing Strategy followed by the company: The main players in India in this category are
the likes of HUL, P&G, Marico, ITC etc.
Patanjali has ventured into various segments
and hence the pricing strategy in its marketing
mix is defined by the competition in that
segment. Patanjali products are priced as per
competition so that it becomes easier for the
customers to switch from their existing brand
and adopt their products. Patanjali noodles
competes with Maggi, toothpaste competes
with Colgate, chywanprash competes with
Dabur, cornflakes compete with Kelloggs and
hence forth. This clearly shows that Patanjali
has replicated the already successful existing
FMCG model and is focused on giving a
healthier and natural variant to its target
audience. Thus, the prices of Patanjali products
are driven by segment, geography and most
importantly competition pricing.
Vision: Keeping Nationalism, Ayurved and Yog as our

pillars, we are committed to create a healthier
society and country. To raise the pride and
glory of the world, we are geared up to serve
people by bringing the blessings of nature into
their lives. With sheer dedication, scientific
approach, astute planning and realism, we are
poised to write a new success story for the
world.
Mission: Making India an ideal place for the growth and

development of Ayurveda and a prototype for
the rest of the world.
Patanjali needs to revise its current pricing

strategy or else the company will fail to sustain
Recommendation (About how the itself. The current pricing strategy gives low-
company could overcome its flaws or what it profit margins which are necessary for
should do to be more productive): Patanjali’s survival. The company will have to
deal with high labour, and raw materials cost if
it doesn’t change its pricing strategy.
27.
Company Name: Pepsi
Contact Number: 1-800-352-4477
Email ID: PepsiCoDMKSG@pepsico.com
Admin/HR: Ramon Laguarta (CEO)
Most Selling Product: Pepsi
Least Selling Product: Mirinda
Promotional Strategy followed by the Pepsi mainly targeted its food products to the
company: youth and family. The branded CSD is targeted
to the youth. The promotion is also done in that
format. They are promoted using the famous
movie stars or the well-known faces so that the
people can easily relate. The promotional
strategy in the marketing mix of Pepsi uses all
possible media channels like TV, print,
outdoor, online ads etc for a 360-degree
branding. Pepsi has sponsored global events
like world cups of football, cricket etc across
the world apart from sponsoring global
lifestyle, music etc events. They also have a
high and powerful promotion policy for all the
chips they have like Lays and Kurkure. As a
global beverage & snack brand, Pepsi mainly
targets the media to make their presence felt in
the market. Lipton is marketed to the higher
end of the customer. The Tropicana brand is
also targeted to the fitness-oriented people. The
people who are also preferring the healthy
options of drinking also prefer this product.
Thus, they promote in a way which attracts the
people who are health conscious and the ones
who are interested in having the healthy food.
Pepsi has also been involved with global brand
ambassadors who are film stars, famous sports
personalities etc. This summarizes the Pepsi
marketing mix.
Marketing Strategy followed by the It uses mass marketing strategy to target the
company: groups of the customers of
different demographics and geographic regions.
Segmentation is the important strategy which
helps the brand in targeting the specific group
of customers with differentiated offerings.
Pepsi is the mass market product which uses
undifferentiated targeting strategies in order to
be competitive and increase its sales. In the
non-alcoholic beverage market, it has
positioned itself as a young, vibrant and
passionate brand which challenges the
conventional things.
Pricing Strategy followed by the company: Pepsi products are priced according to the
demand of the customers. The price in the
Pepsi marketing mix would be complete only
after studying beverages, snacks and other
products offered by the company. The CSD are
priced at different rates depends on the
competition and the customer’s pocket. They
have various sizes of bottles offered at various
rates. This are priced according to the quantity
of the drinks supplied. The promotion is also
done keeping in mind the targeted customers.
The Tropicana beverages offered by Pepsi Co
are priced a bit high as they are targeted to the
health-conscious people. They are promoted in
the same way, showing the health-conscious
people and the people are made to relate this
drink to the people who work out or the people
who are concerned to with the healthiness of a
drink. Lipton is also a bifurcation of this
segment, but they are mainly targeted to the
niche customers. They are priced accordingly,
a bit high as a reason of that. The chips and
other things are priced accordingly, depending
on the quantity one wants to buy. The
marketing mix pricing strategy of Pepsi is
mostly driven by its most important competitor
Coca Cola and the demand from customers.
Vision: Be the global leader in convenient foods and
beverages by wining with purpose.
Mission: Create more smiles with every sip and every

bite.
It has heavy competition from Coca-Cola in

their soft drink’s category. They are always
Recommendation (About how the neck to neck with each other. This competition
company could overcome its flaws or what it thereby provides a room for not so loyal
should do to be more productive): customer base to switch brands quickly.
28.
Company Name: Infosys
Contact Number: +91-80-28520261
Email ID: askus@infosys.com,

Infosys_launchpad@infosys.com For any
help and launchpad portal
No. Of Employees: 260 thousand
Admin/HR: Salil Parekh
Most Selling Product: Software.
Promotional Strategy followed by the Infosys regularly organises and conducts

company: promotional activities that build interest and
maintain goodwill at the same time. The
company has undertaken various academic
initiatives which provide opportunities for
employees to manage working and learning
together by company-sponsored trips, case
studies, speaker sessions, etc. An initiative
called Infosys Foundation which caters to the
green aspect of the company has been
underway leading to Infosys becoming the one
of top twenty green companies. Infosys also
hands out an accolade called the Infosys Prize
to a scientist, engineer, researcher, etc. from
India, a corpus of rupees sixty-five lacs, a
certification and a golden medallion. Infosys
has brand awareness in the field of software,
BPO, KPO, etc.
Marketing Strategy followed by the Infosys’ marketing strategy is maintaining a
company: premium brand image in its audience’s mind.
The company’s marketing efforts include
participation in media and industry analyst
events, sponsorship and participation in
targeted industry conferences, trade shows,
recruiting efforts, community outreach
programs and investor relations.
Infosys invests heavily in HR and networking

which helps in increasing their client
penetration rate. Their client-focused strategy
focuses on a limited number of reputable
organisations rather than concentrating on
countless tiny organisations. The company also
organises Ted Talks and speaker confluences
by having industry experts on board. They also
talk about sustainability as one of their core
ethos. In 2011, they made a voluntary
commitment to the UN to become carbon
neutral and are since working on sustainable
development goals.
Pricing Strategy followed by the company: Infosys has diverse service and solutions
offerings, and the pricing is dependent on
factors like client, geography, industry, forex
and the solutions sought by the companies.
Infosys enjoys the benefit of lower labour costs

in India with a high skill set. The company
capitalised on the increasing volume of
engineers in the 2000s and hired cheap, high-
skilled labour.
The main aim of Infosys is to enter into more

and more diverse industries. Therefore, it
follows a penetration pricing strategy, which
means that it offers services at a low price
while ensuring the precision and quality of
services.
Vision: "To be a globally respected corporation that

provides best-of- breed business solutions,
leveraging technology, delivered by best-in-
class people."
Mission: "To achieve our objectives in an environment

of fairness, honesty, and courtesy towards our
clients, employees, vendors and society”.
Dependent on Limited markets: Infosys
has concentrated operations majorly based out
Recommendation (About how the of the America and Europe. Together, North
company could overcome its flaws or what it America and Europe constitute over 80% of the
should do to be more productive): company’s revenue. This makes the company
susceptible to instability and uneven growth.
29.
Company Name: HCL Technologies
Contact Number: 0120-6126000
Email ID: hcltouch.reg@hcl.com (For Tablet, Mobility,

Gaming & Edu Drive)
No. Of Employees: 168,977 on 31st March, 2021
Admin/HR: C Vijayakumar (CEO)
Most Selling Product: Software.

Promotional Strategy followed by the HCL’s focus on high ‘top of the mind’ recall
company: and focused Above the line and below the line
advertising has helped it make an indelible
mark in the minds of current and future
customers. Being at heart, a technology
company, HCL utilizes TV media and web as
well as magazines and daily papers. Beginning
a multimedia onslaught to ensure mindfulness
among potential customers. HCL has with its
brand Indian actresses & celebrities as its
image to improve the brand name and make
recall faster. Under the company’s business
advancement and promotional approaches,
HCL gives offers to end clients, corporate
houses and establishments. It has initiated the
"Practice environmental safety" program under
which HCL has set up a Green Edge structure
which will sustainably satisfy the needs of
assembling industry while furthering its CSR
promotional programs too.
Marketing Strategy followed by the HCL Technologies is a large IT company based
company: out of India, which is serving worldwide. HCL
has a wide array of business lines, products &
services in its marketing mix portfolio. These
services from HCL range from Business
administrations, incorporating the outsourcing
of HR, administration of inventory network,
monetary administrations, relationship
administration of clients, legitimate
administrations, book-keeping etc. Considering
capital markets, money keeping technologies,
human services, media, distribution, telecom,
protection, stimulation, assembling,
transportation and coordination ventures.
Administrations associated with Custom
application includes improvement, movement,
upkeep, bolster, modernization, mix.
Pricing Strategy followed by the company: HCL offers prices as per the service, product,
client requirement, timeline etc. With an
administration data structure that accumulates
item costs of its rivals and a watchful break
down HCL makes its own evaluating
arrangements that are priced close to
competitor costs. The fundamental objective of
HCL to give a value for money proposition as
opposed to the pursuit of blatant profits, the
organization’s sensible estimation for costs of
its products, administrations and services. The
HCL brand has never traded off with the
quality of its services in exchange for outright
profitability although through planned cost
cutting, technological disruptions and hiring
efficient workforce, HCL has been able to meet
value requests of discerning buyers.
Vision: “Together we create the enterprises of
tomorrow.”
Mission: “To provide world class information

technology solution and services to enable our
customers to serve their customers better.”
The main competitors of HCL technologies

are Infosys, Wipro Technologies,
Recommendation (About how the and TATA Consultancy Services etc. TCS and
company could overcome its flaws or what it Infosys are two larger consultancy firms with
should do to be more productive): revenue of $5.05 billion and $2.83 billion.
HCL technologies have recently lost against
Wipro to become the third largest software
service company in India. HCL Technologies
said that it has signed 27 transformational deals
with companies from the telecom, retail and
financial services. The company must
implement strategic decisions to stay ahead of
the competition.
30.
Company Name: Wipro Limited
Contact Number: (011) 33785100, +918028440011
Email ID: Reachus@wipro.com
Admin/HR: Thierry Delaporte (CEO)
Most Selling Product: Santoor
Least Selling Product: Baby soft

Promotional Strategy followed by the Wipro spends good amount of their revenues
company: on promotional activities. These promotions in
its marketing mix primarily includes
advertisements on Television for the consumer
durable goods. Billboards and placards are also
sometimes put up at strategic locations. Wipro
takes part in a lot of corporate social
responsibility projects in order to increase their
goodwill and makes their presence felt in the
industry. Project Wipro Cares focuses on key
problems faced by communities like
rehabilitation due to natural calamities,
especially in the state of Odisha. Wipro take up
activities like teaching in government school at
rural areas where the quality of teaching is very
bad. They also undertake in skill development
especially for the engineering graduates. This
indirectly benefits the industry and the country.
Marketing Strategy followed by the Wipro is one of the biggest companies in India
company: with widespread services. Wipro being a global
IT player combines the business knowledge
and industry expertise and technical knowledge
and implementation skills to ultimately design
their products and solutions to make their
clients satisfied in the outmost level. Although
Wipro being one of the largest conglomerates
in India is present in myriad of businesses
spreading across various sectors, their primary
product width in their marketing mix includes
Aerospace, Automotive, Consumer goods,
energy, healthcare, insurance, media, retail,
professional services, Analytics, Business
processes, Cloud computing, consulting,
Information management, infrastructure
services, Internet of things, product engineering
and many more. Wipro work on various
technologies like Java, SAP, Dot Net, Agile,
Python which gives competitive advantage to
their client with their services.
Pricing Strategy followed by the company: Wipro manufactures various consumer goods
like LED Bulbs, emergency lights, iron,
incandescent lights in the retail segment. Such
products are priced in nominal range. The
above referred products are primarily catering
to the B2C segment just like in Fast Moving
Consumer Goods market. In the B2B segment,
which caters to the largest market for Wipro
primarily includes Information Technology and
Services. Price effectiveness is a major concern
in such a segment where competition in the
market decides the price. For IT service
projects like SAP Implementation and services,
JAVA development, Wipro quotes price of
projects which tends to be lower than MNCs
like Accenture, Oracle, Capgemini but higher
than those quoted by national players like
Infosys, Tech Mahindra, Cognizant
Technologies Solutions.
Vision: "To earn our clients' trust and maximize the value
of their business by providing solutions that
integrate deep industry insights,
leading technologies and best in class delivery
process."
Mission: "The mission for Wipro, clearly stated by our

CEO T. K. Kurien, is to help create a new kind
of professional services firm that works with
both business and IT executives to innovate
and deliver, end to end solutions that create
measurable value for our clients.
Low operating margin of other group of
companies.
They have work on it to achieve heights.
31.
Company Name: Tech Mahindra Limited
Email ID: anil.khatri@techmahindra.com
Admin/HR: C. P. Gurnani (CEO)
Most Selling Product: Tech Mahindra creates aesthetic customer

engaging products, smart devices and direct to
customer equipment that provides insight into
consumer's mind, driven by Technologies like
IoT, AR, VR, MR, Artificial Intelligence and
Computer vision.
Promotional Strategy followed by the Tech Mahindra does promotion of various

company: kinds in its marketing mix with an objective
increasing its brand awareness among
industries and prospective clients. Tech
Mahindra does social responsibility activities
wherein it works in three chosen fields of
school education, employability and technical
education. These activities are promoted by the
public relations team. Also, the public relations
team gives the press briefings and the awards
and recognitions received by the company to
all the news and magazines.
Marketing Strategy followed by the Tech Mahindra is one of the leading
company: technology firms based out of India. Tech
Mahindra offers an array of services to its
customers spread across various industries like
Automotive, Banking & Financials,
Manufacturing, Health care, Media &
Entertainment, Public Services, retail and travel
& logistics. These services offered by Tech
Mahindra can be categorized into three broad
spectrums – Services& Solutions, Platforms
and Outsourcing. All these are the product &
service strategy in its marketing mix.
Pricing Strategy followed by the company: Price is very interesting parameter to discuss
when it comes to IT/IS companies. The pricing
strategy in its marketing mix is as discussed.
Case in point Tech Mahindra also uses
different pricing mechanisms for its plethora of
clients that are present across multiple
industries. But what is common across all the
pricing decisions taken by Tech Mahindra is
the flexibility it provides to its customers. Tech
Mahindra approaches clients when they ask for
proposals and give their presentations on
capabilities, quality of service and other USP’s
along with price they want to charge for that
project. Generally, it is based on multiple
factors like complexity, technology used,
persons required, and time required. For this it
follows a competitive pricing model most of
the times to get more client base. Also, the
main reason for Tech Mahindra success is its
Pay –as – you – go pricing model which
provides the customers with advantage of
minimizing risk as there is no requirement for
onetime payment for the project. They can pay
as the project proceeds in different stages of its
development.
Vision: Educated, skilled and able women and men are
a country is true strength. We aspire to see
children who are purposefully engaged, youth
that is constructively employed and a society
that provides equal opportunities to people with
different abilities. Through its corporate social
responsibility initiatives, the Mahindra Group
commits itself to this. The key focus areas for
Corporate Social Responsibility at Tech
Mahindra Foundation are Empowerment of
girls/women Empowerment of people with
disabilities corporate volunteering
Mission: Tech Mahindra represents the connected world,

offering innovative and customer-centric
information technology services and solutions,
enabling Enterprises, Associates and the
Society to Rise™. We are a USD 4 billion
company with 107,200+ professionals across
90 countries, helping over 818 global
customers including Fortune 500 companies.
Our innovation platforms and reusable assets
connect across a few technologies to deliver
tangible business value to our stakeholders.
Tech Mahindra is also amongst the Fab 50
companies in Asia as per the Forbes 2015 List.
Tech Mahindra competes with giants

like Infosys, TCS and Accenture etc. As
Recommendation (About how the compared to the peers, Tech Mahindra has the
lack of scale. INFY 2015, Tech Mahindra
company could overcome its flaws or what it could only generate 1/3rd of the revenues
should do to be more productive): generated by TCS. This puts Tech Mahindra at
a position of disadvantage.
So this is something to work on to beat their

competitors.
32.
Company Name: Outlook Group.
Email ID: yourhelpline@outlookindia.com.
Admin/HR: Indranil Roy (CEO)
Most Selling Product: Outlook Traveller.

Promotional Strategy followed by the Advertisements: outlook gives advertisements
company: in newspapers like hitwar in Nagpur, Gujarat
Samachar in Gujarat, Loksatta in Maharashtra.
They do not give advertisements on television
as they are very expensive. India today
(Outlook’s competitor) affords to give
television advertisements because they have
their own news channel Aaj tak.
Marketing Strategy followed by the Outlook India is one of the leading weekly
company: magazines in the media industry. It offers a
variety of news and articles from around the
world about business, money, society, travel,
and life with Outlook Magazine and various
other Subsidiaries of Outlook. It currently offers
both prints as a well online model of
subscription. The print media takes around a
week to deliver to your doorsteps. But as the
world is moving online, Outlook also started
foraying in delivering the weekly print
magazine in the digital medium.
Pricing Strategy followed by the company: The price was increased to Rs. 15 in the issue
dated 15th April 2003.and from then the sales
have established. according to Mr. Anand, as
far as it does not hamper the image of the
magazine’s image, they do not mind making
changes in the price and quality
Vision:
Mission: To anticipate customer needs, deliver

innovative products and provide exceptional
services: By managing risk with a proven
onboarding process. With secure project
management. Through market and technology
insights.
Although Outlook India is one of the leading

magazines of India, but they are not very
company could overcome its flaws or what it popular Internationally. They should try to be
should do to be more productive): popular in International market to be more
productive.
33.
Company Name: Voltas Ltd
Contact Number: 096506 94555
Email ID: vcare@voltas.com
Admin/HR: Pradeep Bakshi.
Most Selling Product: Air Conditioner.
Promotional Strategy followed by the Voltas has a 360 branding in its marketing mix
company: promotion strategy. Voltas follows Tata Code
of conduct for its employees and associates.
Voltas has a dedicated ‘Green” mission to
minimise waste energy consumption and other
sustainable practices. Also, its CSR activities
are spread across vocational and skill
development, education, health and disaster
relief typically in the vicinity of its
manufacturing units. These activities help in
promoting good ‘word of mouth’ and a good
image as per the company’s mission and
vision. Hence, this completes the Voltas
marketing mix.
Marketing Strategy followed by the The company employs a product marketing
company: strategy that as enterprise solutions and end
users in focus. The company’s products fall
under an array of categories.
Pricing Strategy followed by the company: Voltas deals with various products in different
categories and it prices vary accordingly. For
household items the prices are in the affordable
range. Also, for industries it has maintained a
nominal price strategy which is fairly justified
through its quality standards. Voltas makes
best use of the technology and its association
with Tata group helps the customer to trust this
brand more. Voltas provides value for money
services and the customers don’t hesitate to pay
even a slightly high price for some products.
This gives an insight in the pricing strategy in
the marketing mix of Voltas.
Vision: Vision 2020 - Driving value through smart
engineering.
Mission: We will offer our customers appropriate

engineering solutions in the form of products,
projects and services of supplier values in our
areas of expertise and experience to build and
sustain market leadership.
1.Decreasing operating profit over the past
years is a concern
Recommendation (About how the 2.Dependence on copper for electromechanical
company could overcome its flaws or what it projects.
should do to be more productive): So these are the some of the points that the
company should really work on.
34.
Company Name: Whirlpool of India Ltd
Email ID: helpdeskindia@whirlpool.com
Admin/HR: Arvind Uppal (CEO)
Most Selling Product: Refrigerators

Promotional Strategy followed by the Whirlpool uses a complete 360-degree
company: communication in ensuring good
communication of its products. Being home
appliances brand, Whirlpool has always tried to
reach the maximum audience for its product
advertisement. The company has shown
maximum interest in television advertisement
compared to the media. As more of Television
is broadcasted in households only. The
company has organised many marketing and
public relation events like sponsoring for
cooking shows. Nowadays the company is
more into the small home appliance like
electric induction, electric cattle which is
highly useful for modern households.
Whirlpool has invested hugely in social media
marketing as it directly connects a company to
the targeted audiences. The company has also
been in environmental cause showing an air
purifier product. This is emotional marketing
company is doing to get attached to its
customers. Hence this concludes the Whirlpool
marketing mix strategy.
Marketing Strategy followed by the Whirlpool mostly follows a competitive pricing
company: as a part of its marketing mix strategy. Mostly
consumers are highly priced sensitive. The
company has the competitive pricing strategy.
Here the prices are compared
the market availability of the same products
from different brands.
Pricing Strategy followed by the company: Whirlpool mostly follows a competitive pricing
as a part of its marketing mix strategy.
Vision: Be the best kitchen and laundry company, in

constant pursuit of improving life at home.
Mission: Earn trust and create demand for our brands in

a digital world.
Dependence on US market – The company is

majorly dependent on the US markets and
Recommendation (About how the some markets in Asia. As a result, it loses to
company could overcome its flaws or what it other brands in other countries and loses out on
should do to be more productive): potential revenue. They have to same time
focus on other parts of world too to overcome
the hurdle.
35.
Company Name: Crompton Greaves Consumer Electricals
Ltd
Contact Number: +91 22 61678499
Email ID: export.crompton@crompton.co.in, sales.cro

mpton@crompton.co.in
Admin/HR: Mathew Job (CEO)
Most Selling Product: Crompton Fans

Promotional Strategy followed by the Crompton Greaves has always been active in
company: news and media through its services, products
and goodwill. Crompton Greaves organises
blood donation camps, display contests to
spread awareness and reach maximum
customers, exclusive showrooms, participates
in trade shows, van camps are set up to
promote agricultural sector products,
conclaves, etc. Crompton Greaves has actively
published all its events in news and covered it
online, and these details are also available on
its website. Trough commercials on televisions,
etc. and ads in magazines, newspapers, etc. it
creates an impact in the minds of customers.
Hence, this completes the marketing mix of
Crompton Greaves.
Marketing Strategy followed by the Crompton Greaves uses Geographic and
company: psychographic segmentation strategies. ... The
brand appeals to Corporate as well as retail
customers and uses product class as well as
usage-based positioning strategy to make the
customer understand how to leverage
technology along with the different offerings.
Pricing Strategy followed by the company: Crompton Greaves believes in competitive

pricing strategy. It always analyses the prices
of rivals and sets its price accordingly. The
price is set in such a way that it does not seem
to discourage the customers or make them feel
it is out of reach, instead it maintains its value
and quality and helps the customers in making
the right choice. Crompton Greaves has always
offered quality products to its customers as a
results of which customer loyalty towards this
brand is very high. This gives an overview in
the marketing mix pricing strategy of
Crompton Greaves.
Vision: To be more than just beautiful, more than just
another product.
Mission: To provide the best styles and the highest

industry quality in Consumer Products and
accessories.
Operations more focused in India: Although

the company is operating in many nations
Recommendation (About how the globally its operations & businesses
company could overcome its flaws or what it are concentrated in Asia Pacific region which
should do to be more productive): exposes it to the regional & Geo-political risk.
So, if they try to concentrate increasing its
operation to global level, then the company
will be more productive.
36.
Company Name: IFB Industries Ltd
Email ID: customerservice@ifbglobal.com
Admin/HR: Kashiram Mestry

Most Selling Product: Washing machine.
Least Selling Product: Television.
Promotional Strategy followed by the IFB is one of the most trusted brands in India
company: and has become the first choice of consumers.
It realises the impact of a good and strong
marketing policy and hence has adopted multi-
level marketing to promote its products.
Distributors, dealers and customers are
important advertising tools of this brand. It
relies heavily on mouth publicity as it believes
that superior quality of its products is in itself
enough for its promotion. It also takes part in
several events like trade fair and conducts live
demo of some products. This helps in creating
good brand visibility. It has a co-operative,
efficient and friendly workforce that helps in
direct and indirect dealings with customers.
IFB offers better and quick after-sales services
to deal with customer problems.
Marketing Strategy followed by the It relies heavily on mouth publicity as it
company: believes that superior quality of its products is
enough for its promotion. It also takes part in
several events like trade fair and conducts live
demo of some products. This helps in creating
good brand visibility.
Pricing Strategy followed by the company: IFB has a strong brand presence and has put
the special onus on qualitative and eco-friendly
products. IFB knows that price is one of the
most important aspects of any organisation.
The production cost of its products is higher
than similar products from rival companies. It
deals in products of premium quality and hence
has adopted premium pricing system for its
company.
Vision: IFB will be synonymous with Innovation &
Technology in its chosen fields of business
activities. IFB will excel in Quality & Services
to be in consonance with Global Standards
Mission: Continuously maximizing company's wealth by

manufacturing and marketing best quality
engineering products that go into daily life.
Their main problem is of declining profit in the

market because they have many competitors
Recommendation (About how the against them. So, to withstand in the market
company could overcome its flaws or what it IIFB have to make some changes so than
should do to be more productive): standstill in the market for longer years.
37.
Company Name: Blue Star Ltd
Contact Number: 1800 209 1177
Email ID: customerservice@bluestarindia.com.
No. Of Employees: 2,800+ (2020)

Admin/HR: V S Ashok (Chief Human Resource
Officer)
Most Selling Product: Air conditioner.
Promotional Strategy followed by the Blue Star increases its product awareness
company: by both traditional methods like printing
in newspaper, magazines, hoardings, TV
advertisements and through digital
methods like launching videos on social
media sites for promotion of new
products, launching online campaigns etc.
Along with these to maintain its strong
dealer network Blue Star keeps coming up
with different new profitable schemes for
dealers in which they themselves have
margin for dealers, sub-dealers and
retailers which itself increases the number
of sales. One more way of Blue Star to
increase visibility of products is by
quickly incorporating the different
facilities, features and services customers
are looking in their products and from the
company. Hence, this completes the
marketing mix of Blue Star.
Marketing Strategy followed by the The company has plans to undertake an
company: "aggressive marketing strategy" that
involves increasing its distribution
channel from 2,000 retail points to 3,500
in the current year.
Pricing Strategy followed by the company: Blue Star has a diverse product range &
hence a differential pricing. If we look at
the price of Blue Star products, they are
little higher than average cost of products
and a little less than premium products.
Blue Star prefers to follow the
competitive strategy in its marketing mix,
but it doesn’t compensate with its quality
of product. With a little high price of
products Blue Star assure the value return
of the products. While penetrating in the
small towns and rural areas Blue Star has
also come up with new products which
are slightly cheaper, with a little cost
range they are able to penetrate further
into the market. In the coming years it is
predicted that competition is going to be
multiplying to its current form and then it
will be more difficult to retain customers
especially in the rural areas and small
towns where almost 52% of the major
revenue products like air conditioner and
commercial cooling system of Blue Star
are sold. So Blue Star is aiming to lower
down its product prices by cutting down
the operational cost but maintaining the
quality of products.
Vision: To Dream, to strive, to Care, and above
all, to be the best in everything we do.
Mission: We are a customer-focused organization,

deliberately tuned a deliver a world-class
experience to corporate and commercial
customers. As specialists, we serve our
customers with differentiated products,
expert solutions and value-added services.
 Companies with growing

costs YoY for long term
projects.
 Degrowth in Revenue and
Profit.
For that they must work to

generating revenue and gain
profit.
38.
Company Name: Bajaj Electricals Ltd
Email ID: Legal@bajajelectricals.com
Admin/HR: Shekhar Bajaj (CEO)
Most Selling Product: Bajaj Fan
Least Selling Product: Smart Hot Heater

Promotional Strategy followed by the Bajaj Electricals relies heavily on the

company: traditional means of promotional campaigns
like television media and print advertisement
for bringing awareness among the masses. The
campaign of ‘Hamara Bajaj’ is still relevant for
the products in electrical consumer goods.
There has been changes in the promotion being
carried out, however the core values and
principle have remained the same over years.
Taking cue from modern methods of promotion
using social media platform and online it has
been trying to connect with younger mass.
There has been lot of promotion in terms of
announcing seasonal discounts and offers
through such media. The brand Bajaj has
become quite synonymous with the household,
and this has helped in designing and
communicating the product in promotional
campaign. Hence, this gives an insight in the
marketing mix of Bajaj Electricals.
Marketing Strategy followed by the Bajaj Electricals is working out a marketing
company: strategy, which includes launching new brands
at different price points and a campaign
through print and electronic media. The
company's TV commercial is expected to roll
out in March, with an advertisement budget of
Rs 4 crore. As part of its marketing strategy,
the company plans to come out with new
products at different prices.
Pricing Strategy followed by the company: Bajaj Electricals has adopted distinctive pricing
strategy for each of its product segments which
include the household appliances on one end
and the large-scale projects on the other
segment. The consumer products indeed have a
competitive pricing strategy in its marketing
mix to get the required market share in terms of
rising competition among rivals. However, the
Bajaj Electricals brand also offers discount and
other incentives in terms of service for
attracting larger customer base. It has also
some of the products sold at premium price
based on the value offerings it provides to the
consumer base. The products of Bajaj
Electricals focus more in providing quality
products and gives lower importance towards
earning more margin. This has clearly helped
the brand to gain a trustworthy image among
the consumers.
Vision: Our vision has always been to be the leader in
the industry and a consumer’s original choice.
We strive to fulfil this everyday by being open
to change and constantly improving ourselves.
We, at Bajaj Electricals, also believe in
enhancing the quality of life of our customers,
stakeholders and of course our employees
through everything that we do. We also
understand the significance of sustainable
growth, and hence endeavour to be a
responsible company. Our core business
strategy has sustainability embedded into it
right from the beginning. We believe in giving
back to the community and are attuned to the
importance of being socially and
environmentally conscious in all that we do.
Mission: “Enhancing quality of life and bringing

happiness with sustainability.”
Very Competitive Market: Bajaj must deal with

a market that has the second largest population
Recommendation (About how the of the world. So, there are also other companies
company could overcome its flaws or what it who are interested in the market.
should do to be more productive): The brand Philips has created a lot of problem
in the recent years because of their eminent and
modern lighting system. This is a point in
which Bajaj Electricals need to work a lot.
39.
Company Name: Marico Ltd
Contact Number: +91- 22- 66480480
Email ID: investor@marico.com
Admin/HR: Sugita Gupta (CEO)
Most Selling Product: Nihar Hair Oil
Least Selling Product: Green tea
1 out of 3 Indians.

Promotional Strategy followed by the Marico is known for its promotions; the fact
company: has it has won plethora of medals and awards
for its varied promotion campaigns is proof
enough. Marico uses all types of media like
TV, online, billboards, print media etc in its
marketing mix. Some of the ongoing
campaigns of Marico are:
• Nihar- Dekho Khoobsurat, Karo Khoobsurat
• Nihar- #I am capable
• Saffolalife- #protectherheart
• Saffola Masala Oats- Chef’s Choice
campaign
• Parachute Advanced - #KhulKeKheloHoli
• X Men for Boss, Vietnam
• Hercules Smart School Campaign in South
Africa
Marico is also known to rope in a lot of
celebrity for its endorsements like Vidya Balan
for Nihar, Ranveer Singh for Set Wet and
Deepika Padukone for Parachute are some
examples. Hence, Marico marketing mix is
covered above.
Marketing Strategy followed by the Marico is one of India’s top FMCG companies
company: focused on health and beauty products. The
band width in Marico marketing mix deals with
hair oil, hair care, edible oil, deodorants,
personal wash and fabric care categories.
Marico’s brand portfolio can be divided into
two segments, viz. Indian brands and
international brands. The Indian brands of
Marico include Parachute, Nihar, Set Wet
(deodorants and hair gel), Zatak, Livon,
Medicare, Saffola (oil, oats, Active, Fit, etc),
Revive instant bleach and Manjal.
Internationally, Marico has the brands like
Parachute Advanced Body Lotion in
Bangladesh, Boss in Vietnam and Hercules in
South Africa. Brands like Parachute & Saffola
are very well-known brands in India & also
worldwide.
Pricing Strategy followed by the company: Marico has a wide product range in a
competitive market and hence has a diverse
price range. For most of its brands Marico
followed the strategy of entering markets that
have low competition and emerged as leader in
them, like hair oils, edible oil, etc. But recently
Marico has found itself in a competitive
scenario as it entered deodorants, hair styling,
fabric conditioners, breakfast cereals, skin care,
etc. Also, other FMCG giants have focused
again on ayurvedic and natural products
segment with Patanjali’s recent entry in the
industry. Marico therefore follows a
competitive pricing strategy to maintain its
leadership in its leading brands like Parachute
and Saffola. This gives an insight about the
pricing in its marketing mix.
Vision: Their vision “COME WIN…….”
 Has the following meaning: Because of

the Consumers, they exist.
 The primary objective is to understand
what adds value to the consumer to
change and reinvent the company.
 They translate the company’s needs and
desires into marketable products and the
expansion of loyal consumers along
with the speed and a quality of response
that surpasses the competition.
 Membership is the sense of ownership
which empowers the company. The
company gives each member a role of
articulating and shaping the destiny of
the company, which in turn, builds
commitment and ownership.
 Marico focuses on policies and
practices where people produce better
performances consistently.
Mission: The Marico Innovation Foundation's mission is

to provide the nation with first: a belief that
Innovation is possible and is the way to
leapfrog India into the centre stage of global
business leadership, and second: a framework
to leverage innovation for quantum growth.
Failed Products: Marico has had several

product failures like the Parachute Hot Oil or
Recommendation (About how the the Saffola Snacks. These mistakes have
company could overcome its flaws or what it proven to be costly for the company and have
should do to be more productive): also made it secure losses.
If they avoid such future losses, then the

company will achieve more heights and
become more productive.
40.
Company Name: Mamaearth
Contact Number: +91 8901 555 444
Email ID: care@mamaearth.me
Admin/HR: Varun Alagh (CEO)
Most Selling Product: Mama Earth Hair onion oil

Promotional Strategy followed by the The prominent strategy that Mamaearth uses is

company: Influencer Marketing and uses hashtags on
such social media platforms. On social media
platforms, Mamaearth collaborates with
influencers and pitch the niche audience of
these influencers. Influencers have loyal
followers who look up to what they suggest.
Marketing Strategy followed by the The Marketing Strategy of Mamaearth is
company: developing like its growth in the Indian market.
The brand is continuously evolving its
marketing strategy by expanding its customer
base and marketing channels. These are some
of the strategies that worked wonders for
Mamaearth.
Pricing Strategy followed by the company: The brand offers its products at a slightly
high price but, at this price, it offers the best
quality product. Mamaearth brings out the best
of nature by offering products made up of all-
natural ingredients. Moreover, the products
of Mamaearth are cruelty-free.
Vision: The vision statement for Mamaearth the Start-
up that Keeps Babies Toxin Safe is its strategic
plan for the future – it defines what and where
Mamaearth the Start-up that Keeps Babies
Toxin Safe Company wants to be in the future.
The vision statement for Mamaearth the Start-
up that Keeps Babies Toxin Safe is a document
identifying the goals of Mamaearth the Start-up
that Keeps Babies Toxin Safe to facilitate its
strategic, managerial, as well as general
decision-making processes.
Mission: We aim to build a brand which is your friend,

every parent’s friend. A friend who
understands you, knows your issues and tries
hard to resolve them, well most of them. A
brand which every parent like you and me can
trust, which intends to make lives of mums &
expectant mums better and beautiful. A brand
which welcomes all our babies to a healthy and
a safe world. We aspire to take care of every
parents & baby’s wellbeing from head to toe
with safe, toxin free, international standard
products which you can choose without having
to think twice. Well it’s a lot like love, Awww
Mamaearth The Start Up That Keeps Babies

Toxin Safe is facing concerns because of dis-
Recommendation (About how the loyalty of its franchise staff members. As there
company could overcome its flaws or what it are number of franchise and it becomes
should do to be more productive): challenging to control each employee who
cheats. If they try to improve this scenario, it
will help them in being productive.
2.
Some of the companies that Tenhard India Private Limited can collaborate with as
follows:
 Zee learn.
 AnandaBazar Patrika.
 The Times group.
 Jagran Parakashan Limited
 HT Media.
 Outlook Group India.
 Indian Express.
 Vedantu.
 Unacademy.
 Club Mahindra holidays.
 Byju’s.
The reason I point out these 11 companies is because as Tenahard India Private
Limited is a publishing company and is as a leading name in the e-media
industry where one can get digital versions of media from various publishers
and the latest news digitally which is a growing demand in India. Nowadays
people prefer news digitally more than in newspapers.
So, the company which I point out are the companies who gives services such
as giving news digitally, proving online education as well as people who want
to go for a trip. Its because these are the sites where one will click the ads of
any organisation providing news digitally. Otherwise, we cannot expect a
person looking for biscuits or any other products will look for such ads.
The promotional activities that Tenhard India Private Limited can do by

collaborating with these 11 companies is that 1 st they can display ads on their
websites, so that more people will come to know about the organisation.
2nd starting a podcast will also help as it will connect with other people in our
niche and who have similar interests.
3rd. Tenhard India can also start referral marketing where customers of these
companies after seeing the ad will help to promote the product.
4Th. Tenhard can go for blog writing from where people will get noticed from.
5th in any event, they can give customers a free trial for 10-15 days so that
people can know about the product.

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Anshuman Dutta

TENHARD INDIA PVT LTD

Contact Number: (+91) (2692) 258506, 258507, 258508, 258509

Email ID: Corporate: gcmmf@amul.coop

No. Of Employees: 1,000 (Marketing Arm) 36 lakh (3.6 million) (Milk

Admin/HR: R.S. Sodhi (CEO)

Most Selling Product: Amul Taaza

Least Selling Product: Amul Roti softener

Number of users of the most selling product:

Number of users of the least selling product:

Vision: Amul’s vision is to provide more and more

Mission: GCMMF endeavour to satisfy the taste and nutrition

Working on the strengths and opportunities of

company could overcome its flaws or what it

Contact Number: Telephone No: 0120-3962100

Fax No: 0120-4374935

Email ID: corpcomm@dabur.com

No. Of Employees: 7500

Admin/HR: Mohit Malhotra (CEO)

Most Selling Product: Dabur Chyawanprakash

Least Selling Product: More than 60% of population

Dabur Pudina Hara

Number of users of the most selling product:

Marketing Strategy followed by the Dabur follows a unique business model called

Vision: "Dedicated to the Health & Well-Being of

Mission: "Contemporise Ayurveda and make it relevant

Working on the strengths and opportunities of

Contact Number: Telephone No: +91-33-22889371

Fax No: +91-33-2280655

Email ID: Contactus@itc.in

No. Of Employees: 28,115

Admin/HR: Sanjiv Puri (CEO)

Most Selling Product: Aashirvaad Atta

Least Selling Product: Candyman

Number of users of the most selling product:

Number of users of the least selling product:

Marketing Strategy followed by the ITC as a brand caters to the needs of a diverse

ITC uses a mix

ITC uses selective and

Pricing Strategy followed by the company: ITC follows different marketing mix pricing

Vision: Sustain ITC's position as one of India's most

company could overcome its flaws or what it

Contact Number: Telephone No:

No. Of Employees: 5,645

Admin/HR: Sanjiv Mehta (CEO)

Most Selling Product: Surf Excel

Least Selling Product: Pure Derm

Number of users of the most selling product:

Number of users of the least selling product:

Operating in length and breadth of the country

Vision: “To make sustainable living commonplace. We

Contact Number: Telephone No: +911242389300

Fax No: +91242389399

Email ID: Communication@in.nestle.com

No. Of Employees: Around 273,000

Admin/HR: CMD Suresh Narayanan

Most Selling Product: The powered and liquid beverages like

Least Selling Product: Nestle Water- Pure Life

Number of users of the most selling product:

Number of users of the least selling product:

Marketing Strategy followed by the It uses a mix of value-based & product-based

Vision: To be a leading, competitive, Nutrition, Health

Contact Number: Telephone No: 033 - 2287 2439 / 2287 2057