Published by MBA Skool Team, Last Updated: March 04, 2017
Marketing Strategy of Crompton Greaves analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Crompton Greaves marketing mix, help the brand succeed.
Crompton Greaves marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Crompton Greaves Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Crompton Greaves Product Strategy:
The product strategy and mix in Crompton Greaves marketing strategy can be explained as follows:
Crompton Greaves offers wide range of products in various categories. Crompton Greaves has evolved so much in the sector of electricity that, its name is being uses synonymous to electrical appliances and services. Crompton Greaves has led the market in the category fans, street lighting and domestic pumps. Many products form the product strategy in its marketing mix. It employees technology in all its products and that helps it to stand unique in very possible manner. Crompton Greaves’ maximum products are 5 star rated and it has achieved various awards for the same. Its unique products include temperature sensing fans, etc. It has the following 4 product segments:
• Power systems
• Industrial segments
• Consumer products
• Automation system
The various product and service offerings are listed below:
Crompton Greaves Products
professional lightening - LED
wall mounted fans
professional lighting conventional
domestic exhaust fans
Image: company website
Crompton Greaves Price/Pricing Strategy:
Below is the pricing strategy in Crompton Greaves marketing strategy:
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 doesn’t 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.
Following is the distribution strategy in the Crompton Greaves marketing mix:
Crompton Greaves has its manufacturing plants in Goa, Vadodara, Ahmednagar and Baddi. Crompton Greaves has its own and franchises all over India, covering 150000 retail outlets. Currently Crompton Greaves is focussed on building its own ‘exclusive’ store. It has a widespread network and has its offices in most of the developed cities in India. These are divided into 4 regions: north, south, east and west. In north its offices are located in New Delhi, Jalandhar, Jaipur, Gwalior and Lucknow. In south – Chennai, Cochin, Secunderabad and Bangalore. In west – Mumbai, Ahmedabad, Nasik, Indore, Baroda, Pune, Nagpur, Raipur, Kolhapur and Bhopal. In east – Kolkata, Patna, Bhubaneshwar and Guwahati.
Apart from being the leading brand in India, Crompton Greaves has made its presence feel in international market through its various acquisitions.
Its website is also well designed and it helps the organisation to rightly portray its offerings and increase its consumer base.
The promotional and advertising strategy in the Crompton Greaves marketing strategy is as follows:
Crompton Greaves has always been active in 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.
About Crompton Greaves:
Crompton Greaves is an Indian public multinational company set up in 1878 and headquartered at Mumbai, Maharashtra. Initially the company was established in Kolkata, as “Crompton Dynamo”. Crompton Greaves later merged with different companies to reach such a position. Crompton Greaves deals with electrical products and generation, transmission and supply of electrical services. Through its well established and broad distribution network, the services are provided worldwide. The chairman is Mr Gautam Thapar of Avantha Group and hada turnover of 2.1 billion USD in 2015.
After the merger of Greaves cotton and Crompton Parkinson Ltd., the name Crompton Greaves came into existence in 1966. It has acquired and merged with many companies outside the country, to name few – Pauwels Trafo, Ganz, Microsol, Sonomatra, MSE Power Systems, ZIV, QEI Inc., Emotron Group, etc.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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