12/22/2019 https://sis.imtcdl.ac.in/sis/synopsis/StudentViewSynopsis.

aspx

View Synopsis

Enrollment No: 18A1016455

Name: ANJALI JAISWAL
Area of Specialisation: Marketing

Title of the Project: Market segmentation strategy and its effectiveness of thyssenkrupp
Elevator (India) Pvt Limited

Statement of the problem: To study marketing mix for different market segment of Elevator Industry and its
effectiveness for thyssenkrupp Elevator (India) Pvt Limited.

TO P I C - E v a l u a t i o n & C o m m e n t s
f r o m Fa c u l t y

The topic is not defined correctly. It is quite vague

and lacks directionality.
Suggestion - An analysis of consumer satisfaction for
elevators with special reference to Thyssenkrupp
Elevator (India) Pvt. Ltd.

Objectives of the study: Objective of the study is to understand how company is using marketing mix
(4Ps) for different market segment. There are different segments in elevator
industry like Residential, Developer, Corporate, Hotel/Retail,
Healthcare/Education, Public Infrastructure. With emerging Indian Market, there
are some new market segments like Single Residential Buildings, Low Budget
Hotels. thyssenkrupp is using different strategy for different market segment,
their location and type of customer.

OBJECTIVE- Evaluation & Comments

f r o m Fa c u l t y

Modify as per suggested topic

Methodology: Primary Data

M E T H O D O L O G Y- E v a l u a t i o n & C o m m e n t s
f r o m Fa c u l t y

Select respondents/clients of Thyssenkrupp Elevator

(India) Pvt. Ltd. and conduct survey with the help of
a questionnaire with likert scale and close end
questions

Explanation of the Method: The fundamental purpose of this study is to address the marketing strategy using
fundamental principles of Marketing Mix (Product, Place, Price and Promotion).
To analyse and interpret the results we shall use primary data sources. Since we
do not have exact source of secondary data which would give background
knowledge and fill in gaps. We will collect the tailored data with a specific
business segment for elevator Industry in India. We shall focus on collecting the
primary data using communication-based research and behavioral aspects.
Company Name: thyssenkrupp Elevator (India) Pvt. Ltd.
Company Profile: thyssenkrupp Elevator a member company of German major thyssenkrupp AG is
a Fortune 500 company and third largest Elevator Company in the world with its
quality products and is active in more than 150 countries worldwide. Alongside
product manufacturing it operates in five segments Steel, Stainless,
Technologies, Elevator and Services. 2002 born thyssenkrupp Elevator (India) is
a part of thyssenkrupp Elevator. We offer a wide and top-quality product range
to its Indian customers. We provide smart and innovative products for a wide
variety of applications: Passenger and freight elevators Escalators and moving
walks Passenger boarding bridges, ground support equipment and intelligent
gate systems Stair and platform lifts Customized service and modernization
solutions
Questionnaire (10 to 15 questions)

1. How many product lines do you have?

2. What is your product range in each line of business?
3. Is there specific product segmentation based on current market?
4. Which other segments have been discovered in recent era?
5. Who are your target customers?
6. How do you differentiate your customers?
7. How do you cater to the different segment of the customer?
8. Do you characterize market in demographic approach or geographic approach?
9. What is your pricing strategy?

https://sis.imtcdl.ac.in/sis/synopsis/StudentViewSynopsis.aspx 1/3
12/22/2019 https://sis.imtcdl.ac.in/sis/synopsis/StudentViewSynopsis.aspx
10. Is your pricing strategy a tactic strategy or strategic one?
11. How often do you revise prices of different products against your competitors?
12. Where is your factory located?
13. What are the promotional strategies used by company?
14. What are the promotional strategies to retain your customers and to increase brand loyalty among them?

Number of respondents: 60
Area of study: Delhi NCR
Method you will use to classify data: Communication Based Method will be used in collecting the primary data which
involves questioning of respondents to secure the desired information, using a
data collection instrument called a questionnaire and other instruments.
Method you will use to present data:

QUESTIONNAIRE- Evaluation & Comments

f r o m Fa c u l t y

Modify as per suggested topic

References: Marketing Research Book - https://lms.imtcdl.ac.in/login/index.php Market

Segmentation: Conceptual and Methodological Foundation by Michel Wedel and
Wagner Antonio Kamakura
http://www.businessdictionary.com/definition/segmentation-strategies.html
https://www.thyssenkrupp-elevator.com/in/ https://www.thyssenkrupp-
elevator.com/en/home.html
Chapterization Scheme:

1. Introduction to Market Segmentation Strategy

2. Market Segmentation in Elevator Industry
3. Description of Marketing Mix in thyssenkrupp Elevator India Pvt. Ltd.
4. Data Collection
5. Data Analysis and Interpretation
6. Strategy Effectiveness
7. Conclusion
8. References

C H A P T E R I Z AT I O N - E v a l u a t i o n & C o m m e n t s
f r o m Fa c u l t y

CORRECT

Profile of Project Guide

Name: Ajay Kumar Chawla
Age:
Educational Qualification: MBA(Marketing & Operation)
Years of Experience: 23
Current organisation: thyssenkrupp Elevator India Pvt. Ltd.
Current designation: Deputy General Manager
Brief profile:
Address:
House No:. Flat no 144, Second Floor
Street: H-Block, Vikas Puri
City: New Delhi-110018
State: Delhi
Phone Number (Residence):
Phone Number (Office):
Mobile: 9911201306
Email: ajay.chawla@tkeap.com

PROJECT GUIDE- Evaluation & Comments

f r o m Fa c u l t y

CORRECT

F I N A L C O M M E N T S F R O M FA C U LT Y

Approved with Modification

Submit Project Report after conducting Project
according to suggestions given in the synopsis.
Resubmission of synopsis is not required

FA C U LT Y D E TA I L S
Faculty Name: Bharti Singh

Email: bhartisingh@imtcdl.ac.in

https://sis.imtcdl.ac.in/sis/synopsis/StudentViewSynopsis.aspx 2/3
12/22/2019 https://sis.imtcdl.ac.in/sis/synopsis/StudentViewSynopsis.aspx

CLOSE

https://sis.imtcdl.ac.in/sis/synopsis/StudentViewSynopsis.aspx 3/3