TABLE OF CONTENTS

Sl No. CHAPTERS Page No.

I INTRODUCTION

1.1 Introduction

1.2 Problem Definition

1.3 Objectives of the study

1.4 Scope of the study

1.5 Limitations of the study

II LITERATURE REVIEW

III INDUSTRY PROFILE

3.1 Brief History of the Industry

3.2 Industrial performance- Global, National &

Regional

3.3 Prospects & Challenges in the Industry

IV COMPANY PROFILE

4.1 Brief History of the Organisation & Current Board

of Directors/ Organisational Chart

4.2 Mission, Vision Statement and Quality policy

followed

4.3 Business Process of the organisation – Product

Profile

4.4 Strategies – Business, pricing, Management

4.5 SWOT Analysis of the Company

V RESEARCH METHODOLOGY

3.1 Statement of the problem

 3.2 Research Design

3.3 Sample Design

3.3.1 Population

3.3.2 Sampling Technique

3.3.3 Sample Size

3.4 Data Collection Design

3.4.1 Data Sources

3.4.2 Data collection tools

3.4.3 Data Analysis Tool

VI DATA INTERPRETATION & ANALYSIS

VII FINDINGS, SUGGESTIONS & CONCLUSION

ANNEXURE

ANNEXURE 1- Questionnaire

ANNEXURE 2 - Bibliography
INTRODUCTION
 INTRODUCTION

1.1 Introduction.

Digital marketing is one type of marketing being widely used to promote

products or services and to reach consumers using digital channels. Digital
marketing extends beyond internet marketing including channels that do not
require the use of Internet. It includes mobile phones (both SMS and MMS),
social media marketing, display advertising, search engine marketing and many
other forms of digital media. Marketers are faced with new challenges and
opportunities within this digital age. Digital marketing is the utilization of
electronic media by the marketers to promote the products or services into the
market. The main objective of digital marketing is attracting customers and
allowing them to interact with the brand through digital media. Legrand is a
French industrial group historically based in Limoges in the Limousin region
France. In India, they have been a leader in the protection business for over two
decades, and leverage global knowledge to customise offerings locally,
delivering end-to-end solutions across categories and sectors, from residential
and commercial, to hospitality and industrial. Legrand has progressively
developed product ranges for wiring devices, home automation, door entry,
lighting management systems, cable management and structured cabling to add
to our core offerings of circuit breakers and distribution boards. The acquisition
of established companies like Numeric and Valrack further strengthens
Legrand’s promise of complete solutions, and makes a preferred partner across
segments. A global specialist in the electrical & digital building infrastructure,
Legrand is a €6.0 billion group based in Limoges, France. The group has
manufacturing facilities in 90 countries and its products are sold in over 180
countries. Globally, Legrand is a leader in wiring devices and cable
management with a global market share of over 20% and 14%, respectively.
With an employee base of over 1,000 in India, the company is fast emerging as
a leader in its core business by extending products and services that suit every
segment in the local market. Headquartered in Mumbai, Legrand operates across
India through 26 offices, 600 stockists, 11,500 retail outlets with three state-of-
the-art manufacturing units, seven training centres and two R&D centres.
Strategy Marketing, Legrand India, speaks about the company’s journey in India
and how digital is becoming important to connect with both the B2B and B2C
customers and engage with them continuously. Good investment has been made
by the company in CRM and digital tools to nurture and strengthen their
relations with a diverse customer base. To maintain Legrand’s visibility, they
engage into social media campaigns, digital marketing campaigns, advertising
of products and services digitally. Also, PR tools play an important role in
strategizing, enhancing to make any announcement/ initiative newsworthy for
the media landscape. Modern trade models are spread across 25 locations in
India through partnership models to make experience driven selling. They also
provide experiential on-ground connect through collaboration with UltraTech
business solution stores to improve their reach to core target customers. At
Legrand, they instill a digital approach to connect with both B2B and B2C
customers. Comapnay has invested in CRM and Digital tools to build and
nurture relation with their diverse customer base. Marketing strategies for B2B
customers largely focus on Knowledge series programs, webinars, e-mailer
campaigns, B2B e-com portals, experience zones, and packaging partnership
benefits on sustainability and tech features. While B2C is driven through end
consumer connect channels, product/ brand advertising campaigns, lead
generation, target-based marketing, B2C e-com, and on-ground showrooms.
Diversity is a conclusion of India’s past economic policies. A global specialist
in the electrical & digital building infrastructure, Legrand has widespread
presence across India, where it offers a wide range of products in the categories
of Energy distribution, Wiring devices, Home Automation, and Industrial
application products. Legrand India connects with small towns through trade
programs, social media campaigns, onground activation events, and community
connect initiatives. Aim to cater to employment opportunities for the
electricians, local, regional, and national employers who are trained or freshers
from the field of Electrical world. We have qualified over 7,500 electricians in
the previous four years across 15 smart cities through our RPL program. We
target to train 15,000 electricians by 2024.

1.2 Problem Definition.

Legrand being the giant in the world of electrical wiring devices uses clever
marketing strategy in the digital platforms. Its not that complex process these
days marketing products through the digital medium. It has really simplified in
the process of reaching towards the customers. The idea is to study how
influential the digital marketing of Legrand has made its products one of the
most trusted and used brand around the world and how these marketing helped it
to be the global brand it is today
1.3 Objectives of the study.

The study helps to cover the following objectives:

● To know the brand awareness and acceptance in the electrical market.

● To know the importance of digital marketing in electrical industry.
● To understand the different factors that affect the brand
● To understand the growth and development of the organisation over the
years.

1.4 Scope of the study.

This study covers information on the scope of digital marketing ,its advantage
and how it can sustain over a period of time until we get a new generation of
communication . The study describes the history, genesis, marketing activities,
and achievements of LEGRAND INDIA

1.5 Limitations of the study.

The limitations of the study are described as under

● Since the study was conducted in a limited period of time, in-depth

understanding of the working of the organization could not be carried out.
● Some data could not be accessed due to its sensitive nature and
confidentiality
● Any personal bias on the part of respondents may have affected the study.