Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Vision:
To help people see better, connect better, live better.
Mission:
Bringing science and sense of sight to life through world-class innovation and customer experience
The Johnson & Johnson ads are placed everywhere and through all mediums, like hoardings, magazines,
newspapers etc. Their advertisements also carry an emotional content majorly focusing on quality and care.
Johnson & Johnson have also focused on coming up with very good packaging which is environment 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.
Pricing Strategy:
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 the
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 thee 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 team take into account
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.
2. Infosys
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
Pricing Strategy:
Infosys has a 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 labor
cost in India while high skill set as with the surge in the number of engineers produced each year India was on a
high all through 2000s. Infosys rode on this high tide to hire cheaper high skilled labor. Infosys faces immense
competition. Main aim of Infosys to enter into more and more diverse industries. Therefore, Infosys follows a
penetrating pricing strategy which means that it offers the services at a low price while ensuring precision and
quality of the services.
03. TVS
Contact No +914428332115
Email-id customercare@tvsmotor.com
Company Size 5001-10000
HR Anandkrishnan R
Most selling product 2-wheelers vehicles
Vision:
We aim to be our customers' preferred end-to-end supply chain partner and collaborator-in -growth.
Mission:
We proactively deliver value through tailored solutions that optimize our customers' business performance and
build enduring relationships.
Pricing Strategy:
TVS motors is one of the largest selling motorcycle brands in India. Strictly keeping in mind the sentiments and
value of Indians, TVS prices its products competitively, undercutting the competition in case of Scooters,
scooterettes, and entry level motorcycles. Traditionally TVS has been known for its value pricing for its spare
parts too, many of which are used in its own products. Since buyers of these segments have constantly changing
needs, TVS uses survival strategy to remain competitive. Thus, mostly the pricing strategy in the marketing mix
of TVS Motors is based on competition. The hotly contested Rs50000 to Rs80000 segment sees a lot of entrants
each year but TVS continues to be profitable and drives home good sales because of its pricing strategies.
Through new tie ups with financial institutions and launch of updated variants, TVS is able to attract customers
without raising its product prices.
04. Reliance Industries Pvt Ltd
Pricing Strategy:
Reliance Industries follows different pricing strategy for different sectors. Hence, the marketing mix pricing
strategy of Reliance Industries is diverse, based on competition and market leadership in some sectors. It
follows penetration pricing for retail, telecommunication and health. When the company launched Reliance Jio,
it offered free Jio services to its customers during the launch period to increase market share.
However, the retail and telecommunication sectors are at loss, but the company is providing offers to customers
to increase its customer base. The pricing decisions on petroleum sector largely depends on the macro
environment factors and global market scenario. Outlets such as Reliance Fresh, procure its products directly
from the source hence it has cut down on the intermediaries thereby providing benefit to the consumer in terms
of discount and price reduction. Reliance Industries carries out thorough pricing analysis before coming to
pricing decisions and is influential factor for its rise in the competitive market.
05. INDIAN OIL LIMITED
Contact No +91-11-26423272
Email-id investors@indianoil.in
Company Size 10000+
HR Ranjan Kumar Mohapatra
Most selling product Oil & Petroleum
Pricing Strategy:
As Indian Oil Corporation is a government owned company some of the pricing decisions are taken by the
central government after taking into consideration of all the taxes and subsidies made available in its initiatives
and other prices are decided by the company itself. The prices set by Indian Oil Corporation are different at
different places in India. So, we can say a geographical pricing mechanism is followed in its marketing mix.
The prices are segmented into geographic locations like – metro cities, State capitals, National Capital Region
(NCR). These prices are available in the company’s website as the price changes happens more often than not.
Now let us see some of the prices in each product category: petrol price is varying between Rs.66 to 77 per liter;
Diesel price is between Rs.56 to 64 per liter; Autogas at nearly Rs.35 - 40; ATF is at Rs.54000 to 58000 per KL
for domestic airlines and $557 -602 per KL for international airlines. Indane Gas is priced at nearly Rs.434- 467
for the subsidized and non-subsidized prices are between Rs.651-672 per 14.2 Kg Cylinder. Indian Oil
Corporation prices are also driven by crude oil prices in the world.
06. Oil & Natural Gas Corporation
Contact No 011-26750998
Email-id vijan_ar@ongc.co.in
Company Size 10000+
HR Debasmita Nath
Most selling product Oil & Petroleum
Vision:
To be global leader in integrated energy business through sustainable growth, knowledge excellence and
exemplary governance practices.
Mission:
World Class
Dedicated to excellence by leveraging competitive advantages in R&D and technology with involved
people.
Imbibe high standards of business ethics and organizational values.
Abiding commitment to safety, health and environment to enrich quality of community life.
Foster a culture of trust, openness and mutual concern to make working a stimulating and challenging
experience for our people.
Strive for customer delight through quality products and services.
Integrated In Energy Business
Focus on domestic and international oil and gas exploration and production business opportunities.
Provide value linkages in other sectors of energy business.
Create growth opportunities and maximize shareholder value.
Dominant Indian Leadership
Retain dominant position in Indian petroleum sector and enhance India's energy availability.
Carbon Neutral mission particularly targets in achieving and minimizing the carbon footprint and also reduce
the emission of greenhouse gases. National Gas Star Program strives in reduction of methane emission due to its
daily operations, as Methane is a very poisonous gas for the environment. Sustainable Water management
techniques targets in reduction of freshwater usage and reduces the wastage of fresh water.
Pricing Strategy:
ONGC is a government owned enterprise and is one of the largest one. Though ONGC faces competition from
other oil companies like Bharat Petroleum, Hindustan Petroleum, Reliance Industries Limited and Indian Oil
Corporation Limited; yet it prices it products in controlled levels making a fixed amount of profits from them.
The price of the crude oil also depends on the international price of the crude oil which India depends upon and
imports heavily. The price of crude oil currently hovers around $50 per barrel. In lieu with governments policies
towards making households run on eco-friendly fuels, ONGC prices natural gas at very cheap prices. These are
primarily purchased by household suppliers and gas stations. LPG which is extensively used in household for
cooking is priced at ₹600 per cylinder. Price of kerosene oil is highly subsidized by the central government as it
is widely used as cooking oil in rural areas. In such a case price of Kerosene oil typically hovers around ₹15 per
liter.
07. State Bank of India
Vision:
“Be the Bank of Choice for transforming India”
Mission:
“Committed to providing Simple, Responsive and Innovative financial solutions.”
Recently, it has been adapting to the modern approach and devising its advertisements accordingly. Thereby, it
has employed famous personality to reinforce the idea of trust and SBI in customers’ minds. Being affordable
and present at almost every town, village and city has been its indirect promotion due to its increased presence.
Pricing Strategy:
State Bank of India has a pricing strategy based on competition, RBI guidelines and customer demand. The
marketing mix pricing strategy governs the operations of SBI bank as follows. Services provided by SBI follow
the guidelines provided by Reserve Bank of India. SBI competitively prices its services because Banking sector
has become highly competitive. Government policies heavily affect prices of the services provided by the bank.
Since loan is highly risky pricing also depends on the total to which the assets and liabilities amount to.
08. TATA Motors
Contact No 1800-209-7979
Email-id customercare@tatamotors.com
Company Size 10000+
HR Ravindra Kumar GP
Most selling product Cars
Vision:
By FY 2024, we will become the most aspirational Indian auto brand, consistently winning, by
Delivering superior financial returns;
Driving sustainable mobility solutions;
Exceeding customer expectations, and;
Creating a highly engaged work force.
Mission:
We innovate mobility solutions with passion to enhance the quality of life.
The company offers discount to its customers as part of festival offers in India hence developing interest among
consumers. The promotional strategy in the marketing mix of Tata Motors is carried out in the form of TV,
Newspapers, and electronic media. Tata Motors leverages upon Social media marketing to target customers
based on the search results. The Tata brand is considered a trusted brand hence it uses the same to tap on the
customers.
Pricing Strategy:
Tata Motors has a diverse portfolio, which means a diverse pricing strategy. In 2008, Tata Motors launched
Tata Nano the cheapest passenger car in the world. It followed penetration-pricing strategy and vehicles
manufactured by Tata Motors are comparatively cheaper than its competitors are. Due to its low price, it
attracted media attention and the vehicle reported an increase in sales figure within short time during the initial
days of the launch.
The lower pricing of Tata Nano also resulted in consumers perceiving it as a cheap product. The penetration
pricing strategy can act as entry barrier for new players in the segment targeting lower income group. The
pricing strategy in the marketing mix of Tata Motors caters to the lower class as well as the affluent upper class.
Tata Motors’ international acquisition Jaguar Land Rover targets niche customers providing high quality
features.
09. Bharat Petroleum Corporation Limited
Pricing Strategy:
Bharat Petroleum follows a low pricing strategy based on competition and external factors in its marketing mix
as it a government owned corporation it is socially responsible. Bharat Petroleum makes sure that its retail
products like Bharat Gas, LPG, etc. are affordable for the masses of the country. BPCL also is striving for
boosting e-payments on gas stations, card payments. It employed ERP to make ordering gas cylinder easy for
households. Payment for the same can be done by cards and cash as well. This is lone with the efforts of the
government to digitize the country and for more financial inclusion.
10. TATA Steel
Contact No 1800-108-8282
Email-id cosec@tatasteel.com
Company Size 10000+
HR Madhusudan Das
Most selling product Automotive Steels
Vision:
“We aspire to be the global steel industry benchmark for Value Creation and Corporate Citizenship.”
Mission:
Consistent with the vision and values of the founder Jamshedji Tata, Tata Steel strives to strengthen India’s
industrial base through effective utilization of staff and materials. The means envisaged to achieve this are
cutting edge technology and high productivity, consistent with modern management practices.
Tata Steel recognizes that while honesty and integrity are essential ingredients of a strong and stable enterprise,
profitability provides the main spark for economic activity.
Overall, the company seeks to scale the heights of excellence in all it does in an atmosphere free from fear, and
thereby reaffirms its faith in democratic values.
Pricing Strategy:
Tata Steel is a leading steel manufacturer not only in India, but in the world. In steel industries there are various
factors that affect the pricing of the products. Like other companies, the marketing mix pricing strategy of Tata
Steel is also dependent on various factors. Some of the major factors are as follows:
1. Cost of production
2. Demand in the market
3. Government regulations
4. Competitions
Tata steel is well known for keeping its production cost very low. This gives Tata Steel a competitive advantage
over others. There are various reasons as to why the company’s production is so low compared to other
competitors. Few of them are:
• Tata Steel acquires its raw materials and other products required both from the domestic market as well as
globally. The company has coal mines in Jharia and Bokaro. The mines in Bokaro has reserves of around 196
million tons. It also owns iron ores and chromite’s mines in other parts of the country.
• Tata steel has used technologies which help them keep the production cost low thus helping it maintain the
good quality as well as keep the price low. The demand for steel has also increased in recent years. Also one
more advantage of Tata Steel’s is that their iron ore reserves are much more than their current needs thus giving
them an advantage.
Tata Steel has adapted Market Penetration as their pricing strategy. They assume that the demand of the product
is highly elastic. So, capability of Tata Steel to maintain low price helps them maintain a huge customer base.
11. COAL India
Vision:
"To emerge as a global player in the primary energy sector committed to provide energy security to the country
by attaining environmentally & socially sustainable growth through best practices from mine to market."
Mission:
To produce and market the planned quantity of coal and coal products efficiently and economically in an eco-
friendly manner with due regard to safety, conservation and quality.
Though they consider it a CSR activity to help sports it is an exercise to reach more customers. Also, its
subsidiaries also involve in individual promotional activities like, South Eastern Coal Fields Ltd. Also, Coal
India sponsored world hockey league. Coal India also received recognition and awards like Rashtriya Khel
Protsahan Puraskar (2015) for its contribution to developing sports at grass roots level in India.
Pricing Strategy:
Coal India used to charge based on useful heat value pricing mechanism, but in an attempt to rejig its strategies
it changed to a much profitable gross calorific value-based coal pricing. And on an average the price of one ton
of coal is at 1,100+ rupees. Coal India also uses differential pricing strategy. Here it charges a different price to
regulated and unregulated sectors in India.
As part of this strategy Coal India charges nearly 20% more to the unregulated sector than what it charges to the
regulated sectors. All the prices it charges include FOB. It also keeps in mind the price that is offered by the
Chinese players who are offering at a lower price. Even though Coal India is a public sector company it takes
very tough calls in regard to price and have no apprehensions in increasing the price.
12. TATA CONSULTANCY SERVICES
Vision:
TCS vision is to decouple business growth and ecological footprint from its operations to address the
environment bottom-line. The green approach is embedded in our internal processes and services offerings......
From green buildings to green IT to a green supply chain, our mantra is to grow sustainably and help our
customers achieve sustainable growth through our green solutions and service offerings
Mission:
To help customers achieve their business objectives by providing innovative, best-in-class consulting, IT
solutions and services. To make it a joy for all stakeholders to work with us.
For example, in India TCS runs ALP- adult literacy program, BPS employability program, Advanced computer
training center – to promote employability for visually impaired youth, Insight – for school children, etc.
Internationally it has programs like STEM education and technology inclusion, Pro Bono, ENABLE and go IT
to name few. TCS also volunteers and organizes various marathons worldwide every year. Also, through its
Purpose4life program, TCS encourages its employees to contribute towards social wellbeing.
Pricing Strategy:
Tata Consultancy Services has a diverse offering and hence a variable pricing policy. 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
payed, 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.
13. Larsen & Toubro
Contact No 1-800-3454-001
Email-id igrc@larsentoubro.com
Company Size C. Jayakumar
HR 10000+
Most selling product Construction
Vision:
L&T Power shall be India’s most preferred provider of state-of-the-art, efficient, reliable, environment friendly
equipment, systems, services and turnkey solutions for fossil and nuclear power plants, thereby contributing to
the growth of the nation and shall be an important player in select international markets.
Mission:
L&T Power shall provide world class products and services by consistently meeting customer’s expectations,
quality and on-time delivery.
L&T Power shall achieve sustainable business growth by value creation for all stakeholders through continuous
innovation in capabilities, products and services while remaining agile and adaptable.
L&T Power shall follow fair, transparent and ethical practices and encourage a culture of care, safe and healthy
work environment, people empowerment as well as protection of environment and natural resources.
L&T was ranked among the top companies by Newsweek in its global list of industrial sector for being a green
company. Larsen & Toubro advertises its campaigns through electronic and print media, social media and
billboards. It mentions that its business is driven by focus on sustainable practices that has commitment to the
communities. In 2017 it has won FICCI Quality Systems Excellence Awards for Industry - Platinum Prize in
Construction Sector’ in the Large Size Organizations category. L&T has released several advertisements on tv
and social media promoting its brand.
Pricing Strategy:
Larsen & Toubro has ventured into diverse product portfolio and it has estimated a revenue of 100,000+ crores
at end of financial year 2015-16. L&T has used penetration-pricing strategy to enter the market and hence bids
for tenders as per market conditions. Larsen & Toubro has taken up several government projects that includes
construction of bridges, dams and canals.
The pricing decisions are affected by environmental factors and the economy. The fall in commodity prices has
a negative impact on the economy in terms of reduced profitability leading to financial distress in business. This
gives an insight how Larsen & Toubro prices’ its products & services in its marketing mix.
Contact No 91-265-6722286
Email-id headservicequality@icicibank.com
Company Size 10000+
HR Tk Srirang
Most selling product Insurance
Vision:
To be the leading provider of financial services in India and a major global bank.
Mission:
ICICI will leverage our people, technology, speed and financial capital to:
be the banker of the first choice for our customers by delivering high quality, world-class products, and
services.
expand the frontiers of our business globally.
play a proactive role in the full realization of India’s potential.
maintain a healthy financial profile and diversify our earnings across businesses and geographies.
maintain high standards of governance and ethics.
contribute positively to the various countries and markets in which we operate.
create value for our stakeholders.
It involves advertisements, personality like Amitabh Bachchan, and the value proposition of ICICI bank is "hum
hai na" which signifies trust. Promotions through films and through technology, they can now track the interest
and demands of customer. ICICI bank uses TV, print, online ads, billboards etc to spread brand awareness about
the brand.
Pricing Strategy:
ICICI bank, like any other bank is governed by RBI guidelines in India. ICICI has many features for its loyal
customers. Since there is immense competition, ICICI bank works on improvement in each level so as to retain
customer. It gives many value-added services. It has great market share because if it gathers revenue by
increasing quantity keeping price low. ICICI offers great loans and schemes to attract customer.
In 2012, under evaluating policy, it gave customer my saving rewards and has tied up with payback cards where
for every transaction-points are given which is converted into a monetary worth and gifts can be taken as per
that money. This gives an insight in ICICI bank’s pricing policies in its marketing mix and how it has helped
the brand grow.
15. Hindalco Industries
Vision:
To be a premium metals major, global in size and reach, excelling in everything we do, and creating value for
its stakeholders.
Mission:
To relentlessly pursue the creation of superior shareholder value, by exceeding customer expectation profitably,
unleashing employee potential, while being a responsible corporate citizen, adhering to our values.
The company also has a great number of CSR activities which is widespread all over the globe. This helps
promoting the company indirectly by reaching t the society and contributing for the betterment. Hindalco also
makes promotion in the form of business to business. This helps in increasing the customer horizon base of the
company.
Hindalco does various promotional activities in the form of CSR-Corporate Social Responsibility. It provides
various health care initiatives. It also promotes education in rural areas by organizing special events.it follows
the policy of winning smiles and touching hearts.
It has worked in various areas of India for the betterment of underprivileged persons. It also runs 70 skills
training programs, as a way to reach out to consumers in a better way. Hindalco has been contributing to social
reforms since its establishment. Besides these, TV commercials and billboards form an important part of their
promotional strategy.
Pricing Strategy:
Hindalco’s pricing policy is dependent on a lot of external factors like government regulations, market demand
etc. Pricing strategy in its marketing mix mainly depends on London Metal Exchange and hence changes
according to policies. It also varies with the demand in Indian Market.
In the aluminum market there are various other factors which affect pricing decisions such as government
regulations, cost of production, demand in industries and the competitors. Hindalco has been using latest
technologies so as to reduce the production costs and in turn the cost to consumer.
All the facilities are close to raw materials sourcing agents and labor is available at low cost in such areas. This
helps Hindalco in reducing costs and improving profit margins. We find that prices of each and every
commodity is varying on a timely basis.
Hindalco deals in the raw materials which are purchased at a low price. But the market prices are varying. The
prices are also dependent on the taxes levied by the government. This also suggest the prices at which the
commodities are available in the various countries.
16. HDFC Bank
HDFC has always made its presence feel in the media through advertisements, hoardings, posters, ads in
newspapers, magazines, promotional events, sponsorships, etc. HDFC also has shareholdings in corporate
bodies, mutual funds, financial institutions, etc. which creates a sense of value and trust amongst the
shareholders and customers towards this particular brand.
Pricing Strategy:
HDFC Bank follows a competitive pricing strategy in its marketing mix but maintains a premium level at the
same time. It is clearly visible that it enjoys maximum market capital in terms of shares in India. The other
domestic competitors are either PSUs or national bank, HDFC Bank is always priced higher in terms of
minimum cap required to open a new account. RBI controls and regulates the pricing policies, like for any other
bank in India.
17. NTPC Limited
Vision:
TO BE THE WORLD’S LEADING POWER COMPANY, ENERGIZING INDIA’S GROWTH.
Mission:
PROVIDE RELIABLE POWER AND RELATED SOLUTIONS IN AN ECONOMICAL, EFFICIENT AND
ENVIRONMENT FRIENDLY MANNER, DRIVEN BY INNOVATION AND AGILITY.
NTPC has its presence in social media like Facebook and Twitter where people can evaluate and appreciate the
various projects undertaken. It also has NTPC school of Business where it trains employees for full time 15
months industry based residential program and has developed programs focused on power and energy sectors.
It released various advertisements on print and electronic media creating awareness about the various projects
undertaken. Also it has developed programs for welfare of community at large.
Pricing Strategy:
NTPC has estimated a revenue of Rs. 71000+ crore by end of fiscal year 2015-16 and aligning itself with the
government policy of Power for everyone. NTPC has set up a benchmark for offering cheapest and minimum
average tariff for power in India. It develops power in sustainable manner thereby taking the community
together and has developed economic pricing policy.
NTPC wants to supply electricity at a uniform rate across the country. The pricing decisions in its marketing
mix also depends on state electricity boards and government bodies purchasing electricity from NTPC as well
as market conditions. It plans to bring down the average power tariff to Rs 3 a unit across the country. NTPC
aims to reduce the cost of power to state distribution companies are reduce the average net loss.
18. Vedanta Limited
Since we first introduced Vedanta Values, they have become a vital part of our culture and an essential
underpinning of our growth and success. Every person at Vedanta understands what is important - how we work
together as a team and how 'growth and sustainable development' are at the center of what we do. These are
universal values, which guide us at Vedanta as we expand into new markets and countries.
We are empowered to drive excellence and innovation; we demonstrate world-class standards of governance,
safety, sustainability and social responsibility. Our business was built with a simple mission envisioned by the
group's Chairman, Mr. Anil Agarwal - "To create a leading global natural resource company."
Our Values help us achieve this mission.
Vedanta also launched a series of campaign to create awareness among the people of Orissa. It collected
testimonials from people and how Vedanta has changed their lives. Vedanta has collaborated with NDTV in the
past and launched a unique initiative ‘NDTV Vedanta Our Girls Our Pride’ to create awareness about issues
related to girl child.
The main focus areas of the campaign were nutrition, education, infanticide and health. Priyanka Chopra was
the brand ambassador for this campaign. Vedanta’s CSR initiatives draws a lot of attention through which they
get a good publicity through those initiatives
Pricing Strategy:
Vedanta’s products are commodities and hence the prices are based on external factors. Commodity prices are
set through demand and supply for the commodity in the market. Vedanta then have to constantly evaluate the
commodity environment and take appropriate measures to maintain financial stability and profits. They have to
check the global prices to see whether the company’s operations are viable or not.
There is a lot of emphasis on cost improvements and productivity to keep supply in check with the demand. The
cost of the product is dependent on the input prices, world commodity prices, export duty, cost of procurement
and other commercial functions.
Therefore, Vedanta gets affected by changes in any of these factors. The company also have to decide whether
they want to pass on the fluctuations in the market to the customers or not.
19. Maruti Suzuki India
Contact No 1800-102-1800
Email-id contact@maruti.co.in
Company Size 10000+
HR Kumar Nitesh
Most selling product Cars
Vision:
“The Leader in the Indian Automobile Industry, Creating Customer Delight1 and Shareholder's Wealth2;
eventually become a pride of India”
Mission:
-Modernization of the Indian Automobile Industry.
- Developing cars faster and selling them for less.
- Production of fuel-efficient vehicles to conserve scarce resources.
- Production of large number of motor vehicles which was necessary for economic growth.
- Market Penetration, Market Development Similarly Product Development and Diversification.
- Partner relationship management, Value chain, Value delivery network .
Maruti has utilized heavily the online promotion space for the launch of its Brezza, Ignis and Scyros. Maruti
also uses traditional advertising spaces such as newspapers, television, radio, ATL etc. Maruti Suzuki also used
pint of sale and mobile promotions and the message across all the above platforms is focused on fuel efficiency,
looks, comfort and space for its cars.
Hence, a 360-branding approach is followed in the promotional strategy of marketing mix of Maruti. The ad
campaigns often highlight the huge service network of the brand.
Pricing Strategy:
One of the key drivers of volumes of sale for Maruti Suzuki has been its ‘value for money’ strategy. This comes
from its low-cost learning from years of engineering in India. By providing light weight yet safe cars, Maruti is
able to cut down on costs and price its cars competitively, in some cases undercutting the competition by 7-10
percent.
Maruti’s low cost of ownership, affordable spares, long service intervals ensure that the pricing strategy of
Maruti is implemented not just at the time of sale but also after the car has been bought. This gives Maruti an
edge and makes it such a popular car company.
Thus, the pricing strategy in the marketing mix of Maruti Suzuki is dependent upon the competitors, market
dynamics and the segment catered to.
Contact No 1800-103-3101
Email-id partner.service@airtel.com
Company Size 10000+
HR Manisha Beniwal
Most selling product Prepaid Plans
Vision:
Our vision is to enrich the lives of our customers. Our obsession is to win customers for life through an
exceptional experience.
Mission:
Hunger to win customers for life.
Airtel has used all the big celebrities to endorse their services like Shahrukh Khan, AR Rehman, Sachin
Tendulkar, Vidya Balan etc. Airtel has also organized some famous marketing campaigns to target youth
audience and build its brand like ‘Har Ek friend Zaroori hota he’ and ‘Jo Tera Hain Wo Mera Hain’.
Airtel also sponsors various events like Cricket matches, Grand Prix etc. and organized events like Airtel Delhi
Half Marathon etc. under their community development program and brand promotion. Airtel has also got a
good presence on social media like Facebook, Twitter etc. Which it uses for its service promotion and solve
queries of customers. Airtel also engages in public relations like Education campaigns, girl child awareness
campaigns etc.
Pricing Strategies:
Airtel follows a competitive pricing strategy because of the huge competition in telecom segment in India from
competitors like Reliance Jio, Vodafone etc. The pricing strategies of all telecom companies are monitored by
Telecom Regulation Authority of India to ensure fair prices are being charged to all customers.
Hence, despite regulation, the most important aspect in the pricing strategy in the marketing mix of Airtel is
based on competitive pricing strategy. Airtel provides flexibility to its customer to choose and customize their
plan according to their preference and pay tariff according to chosen pack (example, My Plan service to
customer to choose their plan and pay price accordingly).
The aim of Airtel’s pricing strategy is customer retention by providing them with combo offers to boost
revenue. Airtel pricing strategies in broadband segment is also of very low cost and attracts huge customer base
to avail affordable plans.
Airtel faces tough competition in terms of price war with other telecom companies like Reliance Jio and the
customer loyalty for any telecom company is nearly zero and entirely dependent on price of services, so Airtel
offers its basic product like call, data, SMS and other value added services at a cheap rate
Contact No +912242861000
Email-id lancy.varghese@jsw.in
Company Size 10000+ +912242861000
HR Anirudh Singh
Most selling product Steel
Vision:
To be a globally admired organization that enhances the quality of life of all stakeholders through sustainable
industrial and business development.
Mission:
We aspire to achieve business excellence through:
The spirit of entrepreneurship and innovation
Optimum utilization of resources
Sustainable environment friendly procedures and practices
The highest ethics and standards
Hiring, developing and retaining the best people
Maximizing returns to stakeholders
Positive impact on the communities we touch
JSW uses social media platforms also effectively to promote its brand. Ogilvy & Mather creates ads for JSW, it
previous ads include ‘will of steel’ showing its brand ambassador Geeta Phogat journey into mainstream
wrestling.
Pricing Strategy:
JSW uses different pricing strategies for different sectors and the major contributor and its flagship company
JSW Steel uses a strategy that is not fixed. As the raw material prices are very dynamic and market forces
change very frequently it has to modify its strategies to be successful.
Prices are generally reviewed and modified every fortnight or at least once in a month. It also follows
differential pricing by pricing differently at different locations. Current JSW Neo Steel TMT bars are prices
starts at Rs.242 for 8mm and 32mm bar is priced at nearly Rs.3734. These are the prices per piece.
22. GAIL INDIA
Vision:
“Be the leader in natural gas value-chain and beyond, with global presence, creating value for stakeholders with
environmental responsibility”.
Mission:
“Enhancing quality of life through clean energy and beyond”.
Eventually 9 athletics out of 850 participants were selected to be given world class training so that they are well
equipped to represent India in Olympics. Other than this programme, GAIL has won multiple accolades like:
Pricing Strategy:
GAIL being one of the leaders in its industry enjoys a high market share. Still due to competitors like Oil India
Ltd., Hindustan Oil Exploration Company Ltd., Duke Offshore Ltd., Aban Offshore Ltd., etc. it follows a
competitive pricing strategy.
Most customers are B2B and city distribution to direct customers which employs competitive pricing. The price
of crude oil in global context has been falling because of which GAIL has to tighten its rivalry in terms of
pricing and crude oil forms as raw material for CNG and LPG.
23. Grasim Industries
Vision:
To be a premium global conglomerate, with a clear focus on each of the businesses.
Mission:
To deliver superior value to our customers, shareholders, employees and society at large.
It used mass media and digital media in best ways possible. It also does sales promotions and discounts to its
B2B customers which are part of negotiations. Grasim uses Celebrity Endorsements for its branded suiting’s
like Akshay Kumar, Saif Ali Khan and John Abraham. Grasim uses them for TV, Print, on ground and outdoor
promotional activities. Hence, this concludes the Grasim marketing mix.
Pricing Strategy:
Grasim has a diverse product range and hence a wide pricing range. Prices of its varied products are priced
differently in its marketing mix as they are catering to different segments. Grasim’s VSF is sold at a price of
around $2.15/Kg this is a list price and customers get discounts on the volume they purchase.
Its cement prices are very dynamic and are dependent on many factors, currently the bag of 50 kg cement is
around Rs.370. Mostly Grasim uses competitive pricing strategy to attract consumers in its Cement and VSF
products as there are many competitors involved and when it comes to Textile Business Its Grasim and Graviera
are branded products which are premium priced.
24. Steel Authority of India Limited
Another wrestler taking part in the Olympics, Rajiv Tomar, is also being developed by SAIL for the
Commonwealth Games. Through Make in India campaign, it has created awareness among entrepreneurs to
associate with SAIL. It is working towards empowering small steel consumer in rural areas of the country by
making steel available through its dealer network. SAIL International Trade Division has established its brand
name globally by supplying Rails, Structural, Merchant products, Wire Rods, Re-bars and other products.
Its products are covered by certifications such as CE marking, TUV and 'U' mark required by sophisticated end
uses in European markets. Steel Authority of India has undertaken several CSR projects to create awareness
among people about the practices adopted for sustainable development.
Few projects include Providing Borewell with motor and construction of 20KL GLSR and pumping at
Laxmipuram Thanda of Kolagutta, Durgi Mandal, Guntur District, Andhra Pradesh and providing Skill
development training in Smart Phone repairs at Gwalior. Hence this covers the marketing mix of SAIL (Steel
Authority of India Limited).
Pricing Strategy:
SAIL being a market leader and a government enterprise controls most of the pricing factors in the industry.
The pricing decisions in its marketing mix are guided by the price offered by bidders during the auction. Other
factors include prices offered during auction sales, managing director’s approval and quantity of materials
required.
The average price offered during auction is taken into consideration based on the decision to fix the prices of
materials and further breakup pricing are adopted. The economies of scale influence the pricing decision of
SAIL as the larger quantity purchased will lead to lowering of prices.
The standard pricing committee in SAIL reviews the price of various products and takes decision for increasing
the profit. When taking pricing decisions, the following factors are taken into consideration related to material
in the stock, forecast of next month, market conditions and transport facility
Contact No 080-61865200
Email-id pno@axisbank.com
Company Size 10000+
HR Suresh Mehra
Most selling product Savings Account
Bollywood actress Deepika Padukone is the brand ambassador for Axis bank in its promotional activities.
Recently their digital campaigns are also featuring models and actors. Axis Bank also uses direct marketing to
attract corporate employees and students.
Pricing Strategy:
Axis Bank pricing decisions should follow the regulations set by RBI. The main sources include Interest rates,
commission charges and consulting fees. The interest rates should reflect the interest rates established by the
central bank. Commission rates are monitored by the Indian Banks’ association. These pricing policies set by
the banks have immediate impact in attracting the customers and the volume of transactions they do.
Also, Axis Bank, like the other banks, should follow the suggestions and regulations by Government of India to
serve and help the economically backward class and senior citizens through their plans. So, all this makes the
pricing a very complex and critical part of marketing mix.
Currently the interest rates for Fixed deposits are at 7% for amounts less than 1 crore and 6.25% for amounts
between 1-5 crores. For loans the interest rates are as follows- Home:9.45% p.a (MCLR+0.15%), personal loans
costs about 15.5% -24%. This covers the Axis Bank marketing mix pricing strategy.
26. Wipro Limited
Contact No +91 866-2481665
Email-id info@wipro.com
Company Size 10000+
HR Sourabh Govil
Most selling product IT Consultancy
Vision:
Contribute for global e-society, where a wide range of information is being exchanged beyond time and space
over global networks, which breaks down the boundaries among countries, regions and cultures, allowing
individuals to take part in various social activities in an impartial, secure way. Continous effort to enhance
people's lifestyle and quality by means of developing new technology in wireless communication.
Mission:
The Spirit of Wipro is the core of Wipro. These are our Values. It is about who we are. It is our character. It is
reflected consistently in all our behavior. The Spirit is deeply rooted in the unchanging essence of Wipro. But it
also embraces what we must aspire to be. It is the indivisible synthesis of the four values. The Spirit is a beacon.
It is what gives us direction and a clear sense of purpose. It energizes us and is the touchstone for all that we do.
Promotional & Marketing Strategy:
Wipro spends good amount of their revenues 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 as a whole.
Pricing Strategy:
Wipro’s products and services pricing policies in its marketing mix is as widespread as its offerings. 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.
Mission:
Lupin's mission is to become a transnational pharmaceutical company through the development and
introduction of a wide portfolio of branded and generic products in key markets.
Pricing Strategy:
Lupin has several product offerings and hence has a diverse price range. Prices of pharma products are
regulatory controlled in India unlike America where medicine manufacturers are free to price their product.
Many developing countries across the globe uses price, volume and cost-effective controls to mitigate any price
increase in medicines. In India National Pharmaceutical Pricing Authority sets, the maximum price above the
retail price of leading company. And it allows a 16% margin to retailers while fixing the ceiling price. So Lupin
prices its products differently in different countries of its operations based on the policies of those countries. So
safe to say a differential pricing. Before the frequent changes by NPPA it used to have a cost based pricing.
Lupin gets nearly 81% of its revenues from formulations and rest from the API’s.
40. Nirma
Contact No 07971652000
Email-id sec_nirma@nirma.co.in
Company Size 10000+
HR Gaurang Mama
Most selling product Detergents & Soaps
Nirma is a customer-focused company committed to consistently offer better quality products and services that
maximise value to the customer.
This customer-centric philosophy has been well emphasised at Nirma through:
Continuously exploring & developing new products & processes.
Laying emphasis on cost effectiveness.
Maintaining effective Quality Management System.
Complying with safety, environment and social obligations.
Imparting training to all involved on a continuous basis.
Teamwork and active participation all around.
Demonstrating belongingness and exemplary behaviour towards organisation, its goals and objectives.
Nirma is a phenomenon and synonymous with Value for Money. The brand transcends the specific dynamic of
any particular product category, which is best captured in its above mission statement - a statement of sustained
innovation, an unceasing effort to deliver better value to consumers, through better product quality.
Promotional & Marketing Strategy:
Promotional activities by Nirma have been very aggressive with campaigns in all kinds of media be it
traditional channels like TV, print media, radio, etc. or also an online presence with its Facebook handles and
Twitter presence as well. Nirma is famous for creating catchy taglines, its tagline ‘Sabki Pasand Nirma,
Washing Powder Nirma’ is one of the most popular taglines in the Indian marketing context another popular
tagline is ‘Hema, Rekha, Jaya, our Sushma Sabki Pasand Nirma’. It also uses on the ground engagement
advertisement with hoardings, posters, bus ads, wall paintings, etc. It uses brand ambassadors to connect with
its customers, for instance, its ambassador is Hrithik Roshan. It also has used many TV serial actors in its ads.
Pricing Strategy:
Nirma is one of the most affordable detergent and washing brands in India and mainly serves the lower strata of
society. Its products are seen as of a benchmark quality with the lowest prices. It uses competitive pricing and
has its prices at very affordable rates when compared to its competitors. Nirma targets mass consumer market
and lower market for example, for a 70 gm soap, the price is only Rs. 10. Nirma’s main point of differentiation
has always been its pricing. Before it launched its detergents, they were considered a luxury product with its
affordable products it changed the segment altogether. It has a very aggressive pricing strategy with a focus on
penetrating the market. The brand's philosophy has always been less margin but high sales volume hence a
higher profit with a better outreach as well.
41. Bosch
Contact No 1800 425 8665
Email-id rajeshdigambar.parte@in.bosch.com
Company Size 10000+
HR Suresh BR
Most selling product Electronics
Vision:
With a new target vision, Bosch is now defining ambitious goals that it plans to achieve by 2025, and is
focusing its activities even more on solving the challenges society faces.
Mission:
We are motivated by the desire to develop products that are “Invented for life,” that spark enthusiasm, that
improve quality of life, and that help conserve natural resources. Our “We are Bosch” mission statement reflects
this. It summarizes our values, our strengths, and our strategic orientation.
Promotional & Marketing Strategy:
The promotional strategy in the marketing mix of Bosch can be explained through various marketing activities
as below:
• Sponsorships: Bosch has been sponsoring Ashwa Racing, Bosch sponsors Hardware Cup, signs Deal with
Modernism Week
• Social Media: Bosch has a global Facebook page where it updates all its latest innovations and other related
events and activities. It also has a You Tube channel where it comes with creative videos to engage with the
customers.
• Sales Team: Bosch has a skilled and knowledgeable B2B sales team which pitch its products and services to
corporate clients.
• Bosch Coupons and Promo Codes
• Offers: During peak festive seasons, Bosch offers discounts on its home products.
• TV Advertisements: Bosch comes with creative TV advertisements which focus on the premium quality and
durability of Bosch products.
Pricing Strategy:
Bosch follows different pricing strategy for different product categories, which is analysed in the Bosch
marketing mix. For OEM customers, the prices are fixed depending on the relationship with the customer and
also the quantity of products bought by the customer. It also depends on the bargaining power of the customer
and how important it is for the company. For home appliances, Competitive Pricing Strategy is followed to
compete strongly with the other big competitors in this segment. Bosch products are of premium quality and are
aimed at middle and upper middle class customers.
42. HSBC
Contact No 1800 266 3456
Email-id customer.care.team@hsbc.com
Company Size 10000+
HR Sonia Daryanani
Most selling product Investment schemes
Vision& Mission:
We aim to be where the growth is, connecting customers to opportunities, enabling businesses to thrive and
economies to prosper, and ultimately helping people to fulfil their hopes and realise their ambitions.
Promotional & Marketing Strategy:
HSBC bank is very fierce in the way they promote themselves. They make them count in each and every way
possible. We find that HSBC has been reaching out to the people in the form of bill boards, newspaper, radio,
television, net, etc. They try to make themselves reach out in each and every way possible. HSBC have even
sponsorship for the sporting events. They sponsors teams like AS MONACO (football) and Telford Riders
(rugby). They are also the official banking partner of the “Wimbledon Tennis Championship”. They make sure
they keep up a good image among the people. They indulge in a lot of CSR activities. This way they can
connect to a lot of people. HSBC make sure that the world is a better place to live in through these activities.
Pricing Strategy:
HSBC prefer their services to make an impact in the long run and the customer’s satisfaction is their prime
concern. We find that the interest rate are close to the banks like LLyod TSB, but they make sure that the
product reaches the mass through the services they provide. The main aim of HSBC is to price the products so
that they can attract the customers. HSBC then believe in the services of the customers. They make sure that
their products are customer satisfactory. The marketing mix pricing strategy is different for different products
and also varies according to the area they are supplying. We find that the differential pricing is beneficial as
they can charge minimum for the products and gain the customers. Then from thereon they develop the
customer base through the services which are on offer.
43. Nestle India
Contact No +91 124 238 93 00
Email-id contact@in.nestle.com
Company Size 10000+
HR Amit Narain
Most selling product Chocolates
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:
Nestlé is the world's leading nutrition, health and wellness company. 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.
Pricing Strategy:
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 similar to Cadbury’s products. Thus the pricing strategy in the marketing mix of
Nestle is dependent upon the competitor, product quality, geography being served etc.
Mission:
“We want to be a part of our consumer- at home, out of home, a natural part of his life”
50. Starbucks
Contact No 18602660010
Email-id customercare@tatastarbucks.com
Company Size 10000+
HR Jennifer Frisch
Most selling product Coffee
Vision:
“to establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our
uncompromising principles while we grow.”
Mission:
“to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”
Promotional & Marketing Strategy:
Starbucks is a top of the mind brand through various activities and initiatives. Starbucks focuses on brand
promotion in its marketing mix through channels like online, TV, print ads etc. Even though Starbucks has a
wide range of customer network, it never falls back from its responsibility towards its customers, benefits
offered for the price they pay and giving back to the society. Through its community programs for local
communities, Swastha – healthy program and Chai project, ethical sourcing options providing benefits to
farmers, coffee, tea and cocoa sourcing areas, environment friendly techniques – using recyclable cups, green
building, etc. it clearly displays the responsibilities and actions taken by the company.
Apart from this Starbucks has made use the best use of technology for promotions like the “tweet-a-coffee”
campaign in 2013, feedback system through “My Starbucks Idea”, loyalty program and gift cards with free wifi,
zero charges for selected coffee and milk options, etc., farmer euity practices to inform them the right whole
seller prices, Starbucks prepaid cards, mobile apps, content series “Upstanders” for podcasts, story-telling, etc.,
table top power mats for charging, bar codes for cashless payments, etc. Increases customer’s interest and
attracts them more.
Pricing Strategy:
Starbucks is clearly a premium priced coffee seller. The price is justified due to its high end technology and the
varieties it offer along with the best customer experience. To maintain competition, Starbucks started with a low
cost range at few outlets and to cater the customers who couldn’t be attracted by its high prices. The packaged
products are also available at grocery stores which are comparatively cheaper than the normal outlet products
and easily available to everyone. This proves that Starbucks not only follows competitive pricing in its
marketing mix but also relative pricing strategies. The drinks at Starbucks are also available in various sizes as
per the need and requirement of every customer with minute variations like demi, short, mini, tall, grande, venti
and trenta. The quality is always the highest, which helps in maintaining a loyal customer base and brand name.
51. Amazon
Contact No (866) 634-8379
Email-id cis@amazon.com
Company Size 10000+
HR Deepti Varma
Most selling product Apparels
Vision:
Our vision is to be earth's most customer-centric company; to build a place where people can come to find and
discover anything they might want to buy online.
Mission:
“serve consumers through online and physical stores and focus on selection, price, and convenience.”
Promotional & Marketing Strategy:
Amazon uses aggressive marketing campaigns to promote its brand. When it comes to promotion Amazon
leaves no stone unturned in its marketing mix promotional strategy. Its major focus is on advertising – through
print ads in newspapers have increased exponentially of late. Amazon uses creative television commercials and
social media marketing through SEO and targeting customers through their browsing patterns. Amazon also
have affiliate programs where website and blog owners advertise Amazon product links in their platforms. Next
important thing is sales promotion – Amazon has mastered this art and give effective sales promotions and
discounts during holiday seasons and festivals resulting in high visits to the website. Public relations exercises
to improve brand image like launching Amazon Smile which donates to charity organizations. ‘Gift a Smile’ in
India is an initiative where people can send their gifts directly through Amazon to NGO’s that are partnered
with the company. Direct marketing to companies for providing its web services is also performed by Amazon.
Pricing Strategy:
Amazon has got a market leader and competition based pricing strategy in its marketing mix. As the different
kinds of services are offered by Amazon its pricing strategies are also varied. It uses technology to its advantage
in setting the prices. Most of the time the price of products is set following the competitive pricing strategy.
Amazon offers the lowest of prices and this is made possible by the efficiency of its operations and also its web-
based business model. It adjusts the prices frequently based on the category of product, time of the day and
season. Amazon also provides value added services like Prime where users pay subscription charges for one-
day delivery and early access to the deals. Amazon also follows differential pricing, for the same product it
charges different price depending in the place of consumer as it is having different websites in each country it
operates. AWS is also a market leader in offering high quality low priced web hosting solutions.
52. Apple
Contact No 91 80 4045 5150
Email-id bangalore_admin@apple.com
Company Size 10000+
HR Vikrant B
Most selling product Smartphones
Vision:
“We believe that we are on the face of the earth to make great products and that's not changing.”
Mission:
“to bringing the best user experience to its customers through its innovative hardware, software, and services.”
Promotional & Marketing Strategy:
Apple Inc targets specific segment of people. So during promotional activities, its main focus is on its products
and the differentiating factors that make its unique from the competitors. The promotional strategy in the
marketing mix of Apple focuses on aggressive advertising using various channels like TV, print media, online
ads, billboards etc. If we closely see the ads that Apple has come up with, it has always tried to focus on how
different it is from the competitors. It has always believed that ads should be simple and gets connected to the
heart of the people. These ads are to the point and no irrelevant information. These ads will came during any
one of the product launch and will run for a very long time. Apple Inc hardly comes with any sales offers or
gives discounts to any other people except students.
Pricing Strategy:
Apple Inc products are premium products and they do not target all the sections of the society. Being a market
leader in its segment, the marketing mix pricing strategy of Apple is that of a market leader. However,
competition also influences its pricing. Apple is always know for its innovation and innovation comes up with
cost. So, they follow premium pricing policy in order to delight their customers. Most of its products such as
Mac book, iphone, iPad are all comes under premium products category. Apple products are costly and are also
considered as a status symbol. It is always argued that why these products are so costly. One of the reasons for
it is the technology that is being used in the products. Once you get addicted with these products, you won’t
think about other brands.
53. Walmart
Contact No 1800-925-6278
Email-id help@walmart.com
Company Size 10000+
HR Avishkar Mehrotra
Most selling product FMCG
Vision:
“helping people around the world save money and live better – anytime and anywhere – in retail stores and
through eCommerce.”
Mission:
“make every day easier for busy families.”
Promotional & Marketing Strategy:
Walmart promotes through a plethora of sales promotions such as product bundling and its competitive pricing
strategies. As a part of its marketing mix promotional strategy, Walmart adopts an aggressive brand promotion
strategy. The e-commerce website attracts customers by gifting its customers. Walmart uses pricing strategies
that contribute to the maximum turnover of the company. The websites uses slogans like ‘Grab it before it’s
done’ to attract its customers so that they buy their product without thinking much just so that the offer does not
expire. But, regardless of every other promotional strategies, “ Every Day Low Price” happens to be the most
important strategies of Walmart to promote itself.
Pricing Strategy:
Walmart is a market leader but it prices its product very competitively. Walmart sets records in its marketing
mix pricing strategy by pricing its product the least. It procures products in very large quantities across the
world and hence can easily price its products lower than its competitors can, thereby enjoy the benefits of
economies of scale. Walmart charges the products approximately 15% lower than its competitors do. They use
different pricing strategies depending on the buying behaviours of the customers. Special terms such as
“Always low prices” and “Everyday low prices” have been coined to signify that every product is priced
differently every hour based on the demand and time. Their tagline, ‘Save money. Live better’, itself depicts the
tremendous importance the company gives to pricing of its products. Thus, ‘Every Day Low Price’ (EDLP) is
the cornerstone of Walmart’s strategy.
54. Samsung
Contact No 180057267864
Email-id servicehead.in@samsung.com
Company Size 10000+
HR Sameer Wadhawan
Most selling product Smartphones
Vision:
“Inspire the world with our innovative technologies, products and design that enrich people's lives and
contribute to social prosperity by creating a new future.”
Mission:
“We will devote our human resources and technology to create superior products and services, thereby
contributing to a better global society.”
Promotional & Marketing Strategy:
Promotion is a strong pillar in the marketing mix of the company. Samsung believes that advertising the best
form of promotion to engage potential consumers and position the brand. Samsung promotes new products
using newspapers and digital media. To take the advantage of the huge number of followers of celebrities, the
brand has invited many celebrities to be the brand ambassadors and promote the product. Big placard, hoarding
and posters are put up on highways.
Besides advertising, Samsung also uses different promotional tactics to make customers buy the product.
Samsung is mostly famous for its product quality and user experience but Samsung is also known for being a
giant in sponsoring events. Samsung also sponsors major events. Samsung offers heavy discounts during
national festivals.
Pricing Strategy:
Samsung is a market leader in smart phones and is a dominant player in market for home appliances. It uses two
pricing schemes which are:
Skimming Price –Samsung uses skimming price policy. For instance, when Samsung launches new products
with different variants of storage capacity, it prices the product higher. But when other competitors launch a
smartphone with identical features, Samsung lowers the price and easily prevents the reduction of its market
share due to the launch of the competitor.
Competitive Pricing –This pricing strategy is a part of Samsung marketing strategy. Samsung has not succeeded
in becoming the leader in other product categories. Samsung is a trustworthy brand, but in the ‘home
appliances’ product-category, it hasn’t surpassed LG yet. To prevent the flanking attacks from its competitors in
the market it’s essential for Samsung to use competitive pricing. Also, Samsung is a not a first mover in these
product categories and thus it has to defend its position in the market.
55. FedEx
Contact No 1800 209 6161
Email-id india@fedex.com
Company Size 10000+
HR Namrata Sawant
Most selling product Courier
Vision:
“being a dynamic and progressive courier services firm that leverages of technology and impact the lives of all
people.”
Mission:
“FedEx Corporation will produce superior financial returns for its shareowners by providing high value-added
logistics, transportation, and related business services through focused operating companies.”
Promotional & Marketing Strategy:
FedEx indulges in coming out with creative advertising campaigns which are remembered for years like the
John Moschitta ad. Its long time Ad agency has been BBDO. Also they run print media throughout the year.
FedEx also indulges in sponsorships of sports events that are dedicated to achievements of excellence. It has
been the official carrier of the UEFA Europa League, ATP World Tour and Rolland Garros.
It also follows Charitable giving policy. It has a separate department called FedEx Cares which focuses on these
5 pillars: Delivering for good, Sustainable transportation, Employment pathways, Road safety, Global
Entrepreneurship. FedEx also has its own YouTube channel on which various videos are uploaded signifying its
reliability and affordability. It also engages in excessive digital marketing promotions.
Pricing Strategy:
Earlier FedEx used to charge for a package simply by measuring its weight. There were some items like towels,
shoes, tissues which were light in weight but occupy a lot of space during transportation. Hence this used to
incur costs to the company and the margin for such products was low and thus fetch lower revenues due to their
light weight. Hence in 2015, FedEx revised this strategy to dimensional weight pricing to all their ground
packages. Thus they charged according to length, breadth and depth of the packages instead of simply using
weight as a measure. This helped FedEx increase revenues and margins. This is the basic marketing mix pricing
strategy of FedEx. This strategy allowed FedEx to recover all its operating costs.
56. Nike
Contact No 8009190566
Email-id consumercare.india@nike.com
Company Size 10000+
HR Venkat Rukmini
Most selling product Shoes
Vision:
“to remain the most authentic, connected, and distinctive brand.”
Mission:
“to bring inspiration and innovation to every athlete in the world.”
Promotional & Marketing Strategy:
Nike as a brand is known for its strong branding and marketing activities. This because the promotional strategy
in the marketing mix of Nike is extremely comprehensive, aggressive and uses all tools& media of marketing.
Nike carries out exhaustive promotions through online campaigns over Youtube, Instagram and Facebook
reaching out to millions of its fans. Nike engages sports stars as their brand ambassadors making a huge impact
on the customer’s mind through variety of advertisements and promotional campaigns. Nike also grabs
opportunity to project its brand by sponsoring to marathons, international events such as NBA basketball
championship. Nike spends huge quantum of money to show its presence over the kits for the various football
clubs. Nike company’s swoosh logo and images plays a major role in advertising the company. It employs great
media coverage through electronic, social and print media promoting about its brand image making smart use of
push as well as pull strategy for its consumers. Bulk discounts, timely discounts through online and offline
stores attract millions of consumers every day and catches mass attention at a bigger sale.
Pricing Strategy:
Nike is a market leader in the sportswear and sports equipment and employs value based pricing strategy to
facilitate growth in sales and profits of the company. By this strategy, Nike measures the value customer is
willing to pay for every product. Now this value is used in determining the maximum price the customer is
willing to pay for Nike's shoes, apparels or sports equipment. By this strategy, company ensures to retain the
maximum buyer’s surplus. This strategy has largely benefited the company continuously raising its profits over
last 5 years. The pricing is carried out targeting the consumers of the premium segment. By this strategy
company caters to the niche market yet maintains its loyal customer base of customers paying premium price
for its value added products. Hence, from the Nike marketing mix price strategy, we understand that being a
market leader, is has a significant hand in controlling the prices.
58. BMW
Contact No 1800 102 2269
Email-id contact.india@bmw.in
Company Size 10000+
HR Aparna Dhingra
Most selling product Cars
Vision:
To be the most successful premium manufacturer in the industry
Mission:
The BMW Group is the world's leading provider of premium products and premium services for individual
mobility.
Promotional and Marketing Strategy:
BMW has been a world-renowned brand for over half a century. The company has been a strong advertiser of
its products and other offerings. The promotional strategy as a part of its marketing mix focuses on aggressive
advertising using media channels like TV, online ads, billboards, print ads etc so that it can create a continuous
brand awareness. BMW has been a close sponsor for various rally racing events and other sports events. The
company also promotes many celebrated sports teams and rally racers. BMW has been a constant participant in
various international rally races for a long time. They have been a successful team at the F1 races on numerous
occasions.
Apart from the F1, BMW has also been a strong contender at the Superbike racing category. Since the
beginning of its motorcycle manufacturing in 1923, the company has been actively participating in various
racing events. Apart from the participation, the company has been a major organizer of such event globally.
These events have led to BMW being recognized as a fast and reliable automobile over the years. Moreover,
due to the huge fan following of such racing events across the globe, BMW has found an effective way to reach
out to newer markets.
Pricing Strategy:
BMW Group has always been a premium player in the market, offering high end luxury automobiles which are
considered a status symbol. The products are all priced at a ‘premium’ compared to its rivals in the category.
The BMW-associated brands like Mini Cooper and Rolls-Royce also convey the same pricing strategy of the
company. These brands are priced a bit higher that the standard BMW product range.
BMW establishes a luxury pricing to classify itself into the “Desirable” segment of the market. This pricing
strategy in its marketing mix also ensures that the brand does not get diluted, or the positioning of the brand
become unclear. Continuing this strategy is the pricing of the spares and service costs of BMW automobiles.
These are also priced a bit higher than other contemporary brands.
Recently, however, BMW has adopted a dynamic pricing on its entry level vehicles for newer markets, (India,
Brazil) where it offers a competitive price for its smaller models. The new 3-Series vehicles from BMW have
been priced at an attractive price of ₹25 Lacs. This is a lucrative figure, enabling buyers to imagine a possibility
of owning a luxury segment vehicle. Apart from this, BMW has gone one step further to increase sales, by
introducing financial services to its customers.
Overall, however, the pricing has been clear to attract the premium and niche markets of automobiles. Apart
from these sponsorships, BMW has also found an innovative method of promotions. The ‘April Fools’ pranks
by BMW every year have been well accepted by the world, making it another strong marketing promotion event
for BMW.
59. Nutella
Contact No 1-877-337-7376
Email-id consumerrelations.fercan@ferrero.com
Company Size 10000+
HR Vaibhav S
Most selling product Chocolate Spread
Vision & Mission:
High quality, crafted precision, product freshness, careful selection of the finest raw materials, respect and
consideration for our customers
Promotional & Marketing Strategy:
Nutella spends a hefty amount each year (close to 0.5 million dollars) to create and keep up brand awareness as
well as a loyal customer base. They always to play on the point of their difference against their competitors i.e.
their unique taste and their promotional strategies are accordingly designed. The Nutella brand adopts
aggressive campaigning and promotional methods to reach out to as many consumers as possible and convince
them about their quality, taste, and design. The common channels of promotion include radio, television, and
newspapers.
Pricing Strategy:
Nutella applies premium pricing policy with an ideology that higher the price more the worth or value of the
product. Due to its unique taste, it has been successful in convincing their customers about this ideology. Going
by the prices of its competitors, its price range is on a higher side. A typical 13 oz jar comes at an average price
of around $4 while a 26oz jar comes at an average price of $6.5. Nutella sales prices do not fluctuate drastically
and this proves their success in maintaining their brand reputation as a premium quality brand.
60. Tresemme
Contact No 1800-10-22-221
Email-id LEVER.CARE@UNILEVER.COM
Company Size 10000+
HR Harman Dhillon
Most selling product Hair Care
Vision & Mission:
TRESemmé continues to empower modern women to go above and beyond—to not just be themselves, but to
be unafraid to also show themselves.
Promotional and Marketing Strategies:
TRESemmé believes in creating thoughtful and unique advertisements to make the masses aware about its line
of products. For this reason, it has developed several ads which shows the advantage of using its products. The
company has an exceptionally detailed promotional plan that includes the utilization of specialists to advance
the products all over India. The company gives retailers significant discounts that have made them like stocking
up TRESemmé items. Ads are routinely and every now and again done on TV, Pop shows and influences, on
print media, PR exercises. The fundamental limited time highlight however is the way that the TRESemmé
items have situated themselves as quality items that ensure their clients a can maintain a styled appearance thus
any individual who has used it before will definitely need to use it again on the off chance that they can manage
the cost of it. The professional working at the salons also acts as an agent in increasing the awareness about the
product and recommending it their clients.
Pricing Strategy:
TRESemmé has a competitive pricing for its mainstream products. Since the ingredients used in production of
the product in of premium quality and given the fact that there are no other substitutes which are able to provide
a better hair care solution to address the issue of hair fall, TRESemmé products are priced above the average
price. In comparison with other countries the pricing is higher due to the difference in the tax rates. The
company also believes that the since the product quality is premium and it is able to address a huge issue such
as hair fall, they can charge a price which is a little higher than its competitors in the market. The cost isn't an
issue for the customers as the target customers for TRESemmé belong to the upper middle class.
61. Wrangler
Contact No (888) 784-8571
Email-id wranglerindia@kontoorbrands.com
Company Size 10000+
HR Meetu Budholia
Most selling product Apparels
Vision & Mission:
Wrangler® is enduring American freedom; it's in the spirit of people who work hard, have fun and recognize
courageous individuality. As a company, we believe in solid commitments and perseverance in the face of
obstacles and challenges. Most of all, we respect ourselves, each other, our western heritage and the
environment in which we live.
Promotion & Marketing Strategy:
Wrangler’s promotion has a strong and quite eventful history with the first promotion campaigns dating back to
as old as 1947 when the first Wrangler 13MWZ was launched and the rodeo legends of the era were used to
promote it. The brand had hit its first high when in 1974 the Pro Rodeo Cowboys Association of America had
first endorsed for the brand. The brand also has its own line of music labels targeted towards country music
audiences. The brand follows a certain brand loyalty when it comes to finding the right clothing for the
workwear and people look to Wrangler for it. The brand has an annual campaign named True Wanderer where
riders showcase their spirit of adventure and exploration. The brand has significant social media presence with
dedicated Twitter handle, region-based Instagram handles and Facebook page through which the brand keeps
updating its customers about the on goings in the apparel industry and inside the Wrangler Jeans Co. with
occasional sneak peeks into the oncoming fashion offerings.
Pricing Strategy:
Wrangler has a very competitive pricing as fight its competition. The competitors for Wrangler include Lee
Jeans, Levis Strauss & Co., Calvin Klein, Gap, Pepe Jeans, Diesel among others. The denimwear market is
extremely competitive and the brands have to price their products keeping in mind the competition and low
customer loyalty in the segment. A typical Wrangler jeans starts from $100 for the more simpler and common
variety and extends up to $300 for the latest ones. The jackets are however placed in a more premium segment
and cost anywhere between $200 to $600 depending upon the material used, quality and the design as well as
the collection date. It targets the working class and hence the focus of the products is towards providing clean-
cut looking apparels made for durability and ruggedness.
62. Ranbaxy
Contact No 011-26237508
Email-id secretarial@ranbaxy.com
Company Size 5000+
HR Vikram Duggal
Most selling product Medicines & Ointments
Vision:
Changing Aspirations to facilitate its strategic, managerial, as well as general decision making processes.
Mission:
To become a research based international pharmaceutical company.
Promotional & Marketing Strategy:
Ranbaxy has been able to create an image for itself in the minds of its client and customers. Its representative
regularly visits the medicinal service institutions and create awareness about its product among the staff, and
medical practitioners who in turn suggest its products to their patients. Its slogan is elucidating and flags the
mentality of the organization. It represents the stand it takes to create an impact on the society. Ranbaxy has
been a beneficiary of various honours and grants in acknowledgment of its work. The company uses the
acknowledgments that it has earned to put forward its best step in from the clients.
Pricing Strategy:
Ranbaxy has focused on wholesalers, doctor's facilities, nonexclusive merchants and medicinal services
professionals as its potential clients. It is an organization that has put its onus on addressing needs and
prerequisites of patients. Incomes are an essential piece of any association and Ranbaxy is reliant upon its
conventional division for income generation. It produces conventional medications requiring little to no effort
contrasted with its opponent organizations and this has helped it to increase further markets. It has additionally
expanded its endeavours to build incomes through measurements frames deals. Ranbaxy has kept up a sensible
pricing strategy. Low manufacturing cost and reasonable costs have helped the organization in gaining more
noteworthy net revenues. In order to compete with big corporations, it has kept the price of its product lower
than that of the competitors.
63. Decathlon
Contact No 76767 98989
Email-id care.india@decathlon.com
Company Size 10000+
HR Ravi Sinha
Most selling product Men Sports wear
Vision & Mission:
Decathlon's main mission is to make sport accessible to as many people as we can. We would like to help,
inspire and guide you through your sports experiences. We believe that being active and discovering new sports
every day is an important part of a healthy lifestyle. Let's do some sports together, as together is always more
fun!
Promotional & Marketing Strategy:
Decathlon promotes itself as an innovative brand with a high product-quality relation. It uses its R&D to cater
to consumer needs and communicates this to its users. Decathlon group has the third largest Research and
Development facility in France. The affordability factor with that quality is the differentiator in Decathlon. All
its distinctive features are portrayed through institutional publicity. It also heavily promotes self-owned brand in
a way which describe its constant thirst for innovation. These brands are exclusively available at Decathlon
stores. The unique customer in-store experience, where people can spend time knowing more about the sport
and enjoying their time is the differentiator, the unique selling point of Decathlon. This USP is highlighted in its
promotion campaigns.
Pricing Strategy:
Decathlon brand aims to encourage sports all over the world. So, it makes sure every sporting gear is available
at affordable prices. It has consistently maintained its low prices by not compromising with quality. This is
because of the optimization of internal processes in design and logistics. Cost leadership, along with decent
quality is the core competency of this brand. Decathlon keeps its prices around 20 percent lower than its
competitors.
64. Maybelline
Contact No (877) 241-4209
Email-id lormy.info@loreal.com
Company Size 10000+
HR Roshni Wadhawa
Most selling product Cosmetics
Vision & Mission:
“We believe that everyone aspires to beauty. Our mission is to help men and women around the world realize
that aspiration, and express their individual personalities to the full. This is what gives meaning and value to our
business, and to the working lives of our employees. We are proud of our work.”
65. Hersheys
Contact No 1800-221-456
Email-id consumercare@hersheys.com
Company Size 10000+
HR Abhishikta Das
Most selling product Chocolate syrup
Vision:
“We not only offer the best merchandise at the best prices, but we’re always working to make your shopping
experience enjoyable.”
Mission:
“At the Hershey Company, we make chocolate brands that people love. Hershey’s mission statement, bringing
sweet moments of Hershey happiness to the world every day, summarizes our company, our people, our past
and future. Our history of producing the world’s best treats goes back more than 100 years. We take great
pride in our brands and in the fun and enjoyment our products add to the lives of our customers”
Promotional & Marketing Strategy:
Promotion is done through TV Ads, Magazine Ads and Billboards. Hersheys mission is to create delicious
chocolate that could be enjoyed by everyone. Hersheys milk booster Ad tries to position itself as a healthy
product for growing kids and a substitute to traditional milk powders. A similar approach is followed in
Hersheys spreads Ad where a cute child is shown playing dumb charades with his mother and its emphasised
how the almond helps in kid’s growth and can be used in daily breakfast. It has traditionally tried to make Ads
which showcase spreading happiness which is in line with the vision of its creator Milton Hershey. The My Dad
Ad campaign can be seen which shows how a Hersheys chocolate is used to strengthen the bond between a
father and a son and spread happiness in the family. Hersheys also has a tourist attraction place in Pennsylvania,
USA, called the Hersheys chocolate world. Kids and families go there to have a good time and in the process
Hersheys also gets some promotion. One can get to know the chocolate making process, taste free samples and
experience the state of the art technology here. There are various promotional activities like 4D chocolate
mystery, trolley tours etc. which tells the chocolate story to everyone. The kids can design their own candy and
be a part of the chocolate making process. It also uses Instagram and twitter for social network promotions.
They also provide recipes for Cakes & Cupcakes, Cookies, Brownies & Bars, Breads & Muffins, Puddings &
Mousse, Pies & Tarts, Candies & Snacks, Frostings & Fillings.
Pricing Strategy:
Hersheys is a premium brand and charges higher price compared to other standard chocolates available in the
market. It targets upper middleclass urban population and foreign tourists. The prices vary from $10 to $50.
There hasn’t been any price hike recently but the quantity in various SKUs have been reduced.
66. Reebok
Contact No 866-870-1743
Email-id customer.care@reebok.com
Company Size 10000+
HR Mujtaba
Most selling product Shoes
Vision:
Reebok is dedicated to providing each and every athlete - from professional athletes to recreational runners to
kids on the playground - with the opportunity, the products, and the inspiration to achieve what they are capable
of. Everyone has the potential to do great things. As a brand, Reebok has the unique opportunity to help
consumers, athletes and artists, partners and employees fulfil their true potential and reach heights they may
have thought un-reachable.
Mission:
Always Challenge and Lead through Creativity At Reebok, we see the world a little differently and throughout
our history have made our mark when we’ve had the courage to challenge convention. Reebok creates products
and marketing programs that reflect the brand’s unlimited creative potential.
Promotional & Marketing Strategy:
To help consumers understand its offerings, Reebok has embarked on a fidelity promotional campaign. Reebok
targeted many sportspersons from NBA, cricket, football, motorsports etc. as its brand ambassadors to show the
association of sports and fitness with the products offered by them. Actors & actresses are also selected for
Reebok Advertising campaigns. Reebok has also sponsored many sports events like IPL, Davis Cup, Spartan
Race and etc. As a promotional plan, the brand focuses on both offline and online campaigns. Reebok keeps
changing its tagline from time to time to promote its product in a unique way. Some of the famous taglines are
"I am what I am," “pain is temporary Reebok is forever,” "have fun while running," "go to the gym with you."
In the year 2004, Reebok changed its logo with an idea of positive change that fitness brings to a person’s life.
It offers coupons, coupons, discount items to satisfy their consumers. Reebok uses a variety of other offline
media platforms such as billboards, magazines, ads in newspapers, radio, and television to show the visibility of
its products
Pricing Strategy:
To penetrate the target market successfully, Reebok came up with an idea of a standard pricing policy. In the
introduction to any new product, they keep low pricing strategy in their marketing mix, and as demand begins to
rise they shift to regular pricing policy. This shows that the brand always followed the market strategy of
skimming system when the company introduced new products in the market, and they set a high price for their
premium products. As consumers start trusting the brand, the value-added pricing system is introduced, and this
helps them to achieve fast revenue. Reebok always honours consumers loyalty by saying that quality of the
product is the sole reason for the price hike. In many instances, Reebok has implemented an unusual destroyer
pricing strategy to cope up with the growing popularity of its competitors like Puma and Nike. They either
introduce sale season or set a meagre price that other companies can not match. This leads to an increase in their
sales and a substantial increase in market share.
67. Snickers
Contact No +1 703-821-4900
Email-id dmca.agent@mars.com.
Company Size 10000+
HR Vinesh Nair
Most selling product Cocolates
Vision:
“Our Leaders Vision for A Better World Every day, our leaders do their best to embody and act upon the
principle-based behaviors that set the tone for how we do business.”
Mission:
“Our objective as a company is to create a mutuality of benefits for all of our stakeholders through our
operations. We strive to do this by putting our Principles into action every day to make a difference to people
and the planet through our performance.”
Promotional & Marketing Strategy:
Snickers as a brand have created a high brand awareness with the help of some, mindblowing commercials with
a great sense of humor. Snickers launched several innovative and creative ads on television with some
renowned actresses such as Rekha and Sonam Kapoor, and it promoted the brand on various offline platforms
also such as newspapers, magazines, radio, billboards, Hoarding and through the electronic and print media.
Also, Snickers conducts product campaigns with social media platforms such as YouTube, Facebook, and
Instagram. The promotion of the product with a tagline “Who are you when you are hungry?” on both the
offline and online media is a big hit, this type of advertisements made the brand awareness of the powerful
impact of celebrity power. One of the most extensive advertising campaigns featuring Betty White and Abe
Vigoda was a huge success and was named the best commercial of the year. The parent company has entered
several sponsorship agreements for Snickers and have become the official Sponsor of many events like Fifa
World Cup, WWE’s WrestleMania, UEFA European Champions, etc.
Pricing Strategy:
The Brand Snickers positions the target customers in all age groups in the society, at upper, middle and upper
classes. It is considered as a health club with nutritional value and guarantees good taste. The Snickers brand is
famous because of its melting of the oral cavity. It has adopted a mid-range pricing strategy in its marketing mix
for its high-end products like Snickers almond bar, Snickers More Caramel, X-treme, etc.The company has kept
product prices within acceptable limits so that people can make purchases easily. Reasonable prices and pocket-
friendly prices have led to more significant sales and ultimately bring better income figures. For example,
Snickers offers $1 for 25gm bar and $2 for 50 gm bar, which is very nominal as per to the competitors. Among
the various pricing strategy, they came up with price bundling strategy that offers buy four 50gms bar and get
one free. They provide excellent margins to their big retailers such as Walmart, Tesco, Lidl, Big Bazaar, etc. so
that retailers could also do price bundling. The launch of Snickers Mini for Rs. 140 for 150gms in the Indian
market was a great decision made by the parent company which gave a straight competition to the companies
like Nestle and Cadbury which offers Eclairs and Choclairs in toffee segment.
Mission:
Since 1877, we have been on a mission to inspire health, fitness and energy amongst our patrons. We’re
dedicated to converting oats, wholegrains, and dairy into energy that helps people lead more fulfilled lives.
Pricing Strategy:
The pricing strategy of Quaker Oats aims at maintaining an average price for all its products, so that it can be
made accessible to a greater segment of customers. Quaker Oats aims at maintaining its customer loyalty by
offering the products at a reasonable price without compromising on the quality of the products. The company
felt that it would help them to gain more share if they introduced their products in different packs. To get the
audience try the product, a small pack was made available in the market with a price of eight bucks.
Simultaneously, Quaker Oats also made the product available in different pack sizes of one Kg, two hundred
and four hundred gram pack sizes with price advantage in bigger packs. It also made a tempting offer of same
price for 1 and a half kg pack as that of 1 kg pack which helped them to get their stock moving faster.
71. Fossil
Contact No 1-800-102-4087
Email-id customercare.in@fossil.com
Company Size 10000+
HR Vinod Jolly
Most selling product Watch
Vision:
We endeavour to provide the world with the most efficient, safe and ethical engineering, procurement and
construction corporation in the energy sector. This will be achieved by:
74. Lipton
Contact No (800) 457-7095
Email-id customarecare@lipton.com
Company Size 10000+
HR Sophia de Wijer
Most selling product Green Tea
Vision:
“To be available within an arm’s reach of every individual desire.
Mission:
To meet everyday needs of everywhere to anticipate the aspiration of our consumers and customers to respond
creatively and competitively with products which raise the quality of life.
Promotional & Marketing Strategy:
Being PepsiCo and Unilever product, Lipton has the extensive marketing strategy. Television advertisement
with different taglines and new innovative emotional marketing factor is nowadays common for promotion. TV,
online ads, newspapers, other print media channels are among traditional promotional channels for Promotion.
Lipton also has high Social media outreach. Social media marketing for more brand visibility on Facebook,
Twitter and YouTube with the content marketing of the product in magazines is also one of the strategies.
Sponsoring different events has also made Lipton more popular and visible beverage among tea enthusiastic.
Pricing Strategy:
Asia Pacific is the highest consumer of tea in the world. And from Asia, it is India whose consumption is over
20% of it. As Indian are highly priced sensitive and considering high competition in the market, Lipton follows
competitive pricing strategy. Being one of the best brands of Tea in India Lipton has concentrated to Indian
market considering the huge potential market. With more value for money, Lipton follows going rate pricing
strategy. For Green tea, without considering tough competition, Lipton charges high prices. The main targeted
segment of Lipton is Middle class and upper middle class so the pricing strategy is as per the segment.
75. Skoda
Contact No 1800 123 090909
Email-id customercare@skoda-auto.co.in
Company Size 10000+
HR Makarand Deshpande
Most selling product Cars
Vision & Mission:
SKODA DIGITAL’s mission is to remain a long-term partner of our customers, suppliers and partners involved
in the field of development and implementation of rail vehicle control, diagnostic and multimedia technologies
and services related to the implementation of these systems.
We have a desire and strength to be a prosperous company that is able to solve the key problems and
requirements of our customers and stand by our customers even during hard times.
Promotional & Marketing Strategy:
Skoda practices a strategy of driving sales by advertising specifications of the products. Huge importance is
given to various features inside the car, highlighting the luxuries and the technological forwardness of every
machine. Various models like Skoda Rapid, Skoda Octavia, etc. have their own advertisement campaigns and
are marketed individually. Skoda promotions are heavy on Television and Print. Branded content is the new
trend and Skoda PR tries to get as big a piece of various mediums as possible. Referral marketing is practiced to
get potential customers to read more about the brand and hence brand awareness is increase. Model Launches
are covered by a number of automobile enthusiasts and a huge glam is put up to advertise cars at these launches.
Skoda has also been a part of a number Automobile Expos where it shares space with a number of other
automobile brands.
Pricing Strategy:
Skoda cars are priced on the basis of model and design. Within a single model line as well, there are different
variants that come with different specifications. Skoda cars were recognized as everyday-regular material, but
eventually, the notion is changing as the brand is scaling towards the premium category of automobiles. Today
business class customers prefer Skoda over many competitive brands. The main pricing strategy in its marketing
mix is competitive pricing. As competition is extremely high in this medium to high price range category, the
brand has to ensure that its products are economical at the same time, they offer great value for money.
76. Bisleri
Contact No 1800 121 1007
Email-id nand.mishra@bisleri.co.in
Company Size 10000+
HR Deepak Rao
Most selling product Water Bottle
Vision:
Our vision is to be the dominant player in the branded water business. We must expand and be a leader in the
premium beverage category.
Mission:
We must have world class quality, at the lowest production and distribution cost. This will make us an
unbeatable leader, and we will have satisfied loyal customers.
Promotional & Marketing Strategy:
Bisleri is a core product and targets public. The promotional activities target print media (newspapers,
brochures) digital media like television, radio and YouTube commercials. The marketing campaign of Bisleri is
wide and includes personal selling, specific advertising in various media public relation and sale promotion. To
increase the visibility of brand, it is made ubiquitous and can be seen on hoardings, vehicles like trucks, taxis,
billboards, and in the form of posters in the retail outlets. One of the remarkable campaign of Bisleri was ‘Pure
and safe’ followed by ‘Play Safe’ campaign. The later included many captivating ads to trap the attention of
youngsters. Other memorable campaigns of Bisleri include ‘The sweet taste of purity’, ‘Bisleri the Mountain
water’. The first Bisleri advertise was in print media with the punch-line of ‘Biasleri is veri veri extraordinari’
to capture the consumer. Bisleri has through website including all brand related information, product range and
contact details.
Pricing Strategy:
Bisleri vision is making clean and affordable drinking water available to people. Keeping with the vision, Price
of Bisleri products is comparable to its competitors Bailey, Aquafina, Kinley. Also, the pricing in its marketing
mix is dependent on package volume with lower rate for larger volume packs. There is locational pricing of the
products depending on where they are sold. It is charged more in restaurants, movie theaters as compared to the
retailors. The price of Vedic is more than simple Bisleri water as it is in premium range products of Bisleri. It is
charged at 30 Rs. Per litre, more than the Bisleri, but lower than foreign brands like Perrier or Evian. Pop are
charged at the rate of Rs. 10 for 200ml bottle and Rs. 15 for 300 ml bottle and Rs. 20 for 250 ml can. The non-
food supporting products of Bisleri are charged higher than the comparable products in the market; price of
Stand and faucet is Rs.1500 while that of ice box is Rs. 2500.
77. Axe
Contact No 1800-1022-221
Email-id youraxeangel@gmail.com
Company Size 10000+
HR Sriram Srinivasan
Most selling product Deodorant
Vision:
To be among the creative and innovative leader in the deodorant market.
Mission:
to help every man break away from stereotypes.
Promotional & Marketing Strategies:
For a brand or a product to reach the odds, it’s not only the product quality that matters but also the way it is
positioned, targeted, projected and promoted. In today’s world which is crossing all barriers regarding
creativity. Axe as a brand has always kept up to that level and has always come up with innovative and creating
marketing campaigns (Chocolate Month of the Year Campaign, Call me Campaign etc.) that have made its
customers uniquely relate to the brand. For example, the ads showing men have become the USP of Axe and
has created some stereotypes which almost every contemporary is following. This has not always worked in
favour of Axe as it has been mainly male-targeted brand and its unique taglines like Find your magic, The Axe
Effect etc. have worked wonders for its brand equity.
Pricing Strategy:
Axe along with providing an exquisite range of products has also focussed on its pricing thus proving a perfect
range of products under various price ranges. Pricing always plays an eminent role in making the brand popular,
and if done strategically, it also sets aside the brand from its competitors thus giving the brand a cutting edge.
For example, a 150 ml spray is priced at Rs.200 which is quite affordable and gives the customers an experience
without creating a hole in their pockets. Among the various pricing strategies in its marketing mix, one is
Bundling pricing wherein 1+1 or 2+2 bundles of Axe deodorants are sold and the price is kept quite lower than
the total M.R.P of two individual deodorants, hence attracting more and more customers. Along with this, Axe
also follows cooperative pricing wherein instead of bundling up two axe products; an Axe product is bundled
with some other product under the Unilever brand to provide the customers different bundles at comparatively
lower prices as per their needs and requirements.
78. Oppo
Contact No 18001032777
Email-id support.in@oppo.com
Company Size 10000+
HR Girija Dhamnekar
Most selling product Smartphones
Vision
We strive to be a sustainable company that contributes to a better world.
Mission:
We exist to elevate life through technological artistry.
Promotional and marketing Strategy:
Oppo focuses extensively on promoting itself as a global brand and takes its public relations very seriously and
has adopted a geo-localized strategy for its brand promotion and uses local talents for celebrity endorsements of
its products. In case of India, Oppo has acquired rights to sponsor Indian national cricket team for the duration
of 2017-2022. Oppo is also an official partner of the Spanish football club- FC Barcelona. Further, since it uses
a multi-domestic strategy it uses different marketing communication methods according to various regions. As
in case of Oppo India, it hired actors such as Hrithik Roshan and Sonam Kapoor as their brand ambassadors for
promoting their products in India. On the other hand, for Oppo digital products, the brand doesn’t rely on the
aggressive marketing techniques used for its smartphone business as it is catering to a very niche segment of
users in those categories.
Pricing Strategy:
Oppo products are present to cater to various customer requirements from high end to low end segments. Even
though it is charging medium to high price for its products it is still keeping the prices of its smartphone
products lower as compared to its competitors such as Samsung, LG, Apple etc to attract the consumers towards
its products by offering good quality products differentiated in terms of camera quality at an affordable price.
Thus, in reality, it is using a penetration pricing strategy in its marketing mix for its products to get a larger
market share. On the other hand, Oppo digital products are marketed as premium products to gain market share
in the North America with their headphones costing $399. Further the price of the products charged are
differentin North America and Europe with products costlier in Europe than in North America. Thus, the Oppo
Global which is the smartphones division serves the middle to low-end segments while the Oppo Digital serves
the high-end segment with its products.
79. Kissan
Contact No 1800-102-2221
Email-id info@kissan.com
Company Size 10000+
HR Priyanka Jain
Most selling product Ketchup
Vision:
Our vision is to employ most advanced processing techniques that ensure Top Quality and purest form of
products for all our customers which will help them to stay healthy.
Mission:
Our Mission is to create immense possibilities of growth for company and its employees, stakeholders and
customer. We strive to achieve organisational and personal goals for attaining Complete Satisfaction.
Promotional & Marketing Strategy:
Kissan being part of HUL, spend heavy amount in marketing communication of the brand with focus on the
ingredients used in its products. Kissan is widely advertised through various marketing channels such as TV
adverts, Print media, retail outlets and newspapers. The brand communication focused on increasing the
category consumption thus using a blue ocean strategy. Further, the brand also undertakes public relations quite
seriously for which it launched a campaign Kissanpur in which people were invited to sow seeds, interact with
nature and go through the full cycle to see how Kissan products are made, naturally which was highly
successful in providing more brand visibility as almost 80000 kids participated in the initiative. Kissan has
enjoyed greater market share through the success of such marketing campaign which saw participation from the
community. Kissan also provides special offers on its products during festivals to attract more people towards
the product as a part of their sales promotion effort.
Pricing Strategy:
Kissan is in a segment which is a highly competitive environment. Since the products in Kissan’s portfolio are
targeted at mass market with major target customer for the products being the mothers of small children of
middle class families for whom price plays an important role in the buying decision of a product, the
penetration pricing strategy in its marketing mix is used to target this large audience. Further since it’s the
market leader in the jam and ketchup segment other competitors try to match the price at which Kissan products
are being offered to keep the switching costs low for the customers. The MRP of a 500g ketchup bottle is Rs. 99
while for 500g jam it is Rs. 135 and for 750 ml squash bottle is Rs. 135. The price of the products are according
to the flavors and the ingredients added to it.
82. Bru
Contact No 1800-22-8080
Email-id info@brucoffeebar.com
Company Size 5000+
HR Krishnan Sundram
Most selling product Coffee
Vision
To make Century Bru Coffee to be the most respected and top premium coffee brand at every single corner in
the world.
Mission:
Century Bru Coffee aim to giving experience the best tasting coffee on the highest standard of quality and
consistently delivered the perfection from each cup served.
Promotional & Marketing Strategy:
Bru Coffee has been involved in aggressive promotional strategy to position itself as a beverage that invokes
happiness and love among people. Its famous taglines are –
‘Bru se hothi hai khushiyan shuru’, ‘Ek Cup Bru aur mood ban jaye’, ‘Happiness begins with Bru’.
Various rising stars of Bollywood had been roped in to endorse the brand as brand ambassadors. This had been
mainly done to popularise itself as a youth brand among the masses. While their ad brimmed with the idea of
being a messenger of happy news and emphasised on romantic relationships, they also focused on branding
through online conversations. Their innovation in packaging like zipper and aroma lock package has made it
even more popular for its usefulness on the go.
Pricing Strategy:
Bru Coffee follows multiple pricing strategies for its products. They have followed a penetration strategy for
most of its variants to give a tough competition to brands like Nescafe. They have wisely kept the price of
sachets low in order to entice the customers to try a new variant like Bru Instant Cold Coffee and Bru
Cappuccino. They also have one of their products i.e. Bru Exotica placed in the premium price category ranging
from 150 INR for flavour of Brazil to 300 INR for flavour of Kilimanjaro. This premium range is for Indians
who have travelled abroad and acquired the taste of international flavours.
83. Lee
Contact No 0495 – 4011377
Email-id info@lee.com
Company Size 10000+
HR Nandadeep Chavan
Most selling product Apparels
Vision:
“We enable you to move boldly with style.”
Mission:
We’re here to help you #MoveYourLee: and that’s about more than just moving. It’s a mindset.
Pricing Strategy:
LEE caters the need of the upper middle class segment of the society who wants to wear stylish and fashionable
apparels with comparatively less prices. The basic idea is to provide a quality product with affordable prices. As
already there are players like Wrangler, Levi’s in the market providing almost same product, LEE has to adopt a
competitive pricing strategy in its marketing mix. Price is one of the most important factors to decide a
business’s success or failure. Starting up a business with already entrants in that field requires a thorough study
of competitor’s prices. Competitive pricing strategy helped LEE to create a market share even though it had a
tough competition from other players.
84. Nokia
Contact No 18001028169
Email-id press.services@nokia.com
Company Size 10000+
HR Gaurav Saini
Most selling product Smartphones
Vision:
Nokia wants to create a new world; to transform a big planet to a small village. Their vision is to create, build,
and encourage people from all countries to communicate with each other in order to create a world where
everybody is connected.
Mission:
Connecting People
Pricing Strategy:
Nokia believed in pricing its products in a way that they had high price variability so as to meet the needs of
each and every social class. Nokia produced phones in the price ranges of $30 to Rs. $3000. However, it also
produced basic phones which were known for their utility and sturdiness at price points less than $30 as well.
These phones were used by the humbler sections of the society. Nokia’s popular services like Nokia Maps and
Nokia drive along with Nokia music were rolled out free of cost for its users. The pricing strategy in its
marketing mix was a skimming strategy to skim most parts of the market using a pricing technique which
focused on low prices and superior quality in terms of durability and reliability. Prices were set as per
significant consumer market research that facilitated effective pricing strategy which was attractive to
prospective customers.
85. Jaguar
Contact No 1800 103 8544
Email-id support(at)jaquar.com
Company Size 10000+
HR Satish Gaikwad
Most selling product Cars
Vision:
Our vision is a world of sustainable, smart mobility. We must create a world in which we will all live safer,
better, lives.
Mission:
We want to deliver more great products, faster than we have ever done before. We want to be leaders in the
field of environmental innovation. We want to be sure our customers always come first.
Pricing Strategy:
Jaguar being the luxury car manufacturer does not aim the masses for its products. Premium pricing strategy in
its marketing mix is the backbone of the brand. The prices are supreme for all its range of models. The model
XF costs approximately 30000 GBP, while XK costs around 60000 GBP. These prices increase as per
customers’ requirements. In India the start price is around Rs 49 lakhs, and goes upto Rs 2 crores. Compared to
its competitors BMW, Mercedes and Audi; Jaguar is expensive and they take pride in being able to provide high
performance, luxury and innovation in every vehicle they deliver. They provide best in class warranty coverage
which is unlike other competitors’ coverage. They have the 5 year/ 60000 miles coverage whichever comes
first, along with complimentary, roadside assistance and telematics coverage. The resale value of Jaguar is
decent but not as much as compared to its German competitors.
Pricing Strategy:
The price of Calvin Klein products is usually on a bit higher side as it markets its products for upper middle
class and higher class individuals. It carries designer apparels and accessories in its Black Label range which are
priced higher their basic clothing from the White Label range. Calvin Klein’s competitors include Giorgio
Armani, Ralph Lauren, Hugo Boss, Tommy Hilfiger etc. and it tries to maintain its prices slightly lower than its
competitors and tries to gain the market share. Through this pricing strategy it was able to successful in
capturing its customer’s attention and gain popularity amongst them. It follows a target pricing strategy where it
tries to compete with the players in the market place by setting its prices marginally lower than them and
accordingly reduce its costs so as to make more profits. Because of competitive pricing, the customers tend to
stick to a brand and become loyal customers. Calvin Klein products are also available to purchase online where
it runs several offers and sells products at discounted prices for old stock or to match competitors prices, which
in turn result in higher sales volumes and thus higher turnover. It also carries a premium range of products
names the Black Label range which is targeted towards the upper class customers. Calvin Klein follows a
skimming pricing strategy in its marketing mix where these products have high margin but are usually sold in
lesser quantities as compared to other products.
87. Bata
Contact No 1800 419 2282
Email-id customercare.pk@bata.com
Company Size 10000+
HR Aanchal Sharadh
Most selling product Footwear
Vision:
To grow as a dynamic, innovative and market driven domestic manufacturer and distributor, with footwear as
our core business, while maintaining a commitment to the country, culture and environment in which we
operate.
Mission:
To be successful as the most dynamic, flexible and market responsive organization, with footwear as its core
business.
Pricing Strategy:
Bata offers its products at an affordable price especially at the high cost it offers. Mass Marketing pricing is
main strategy of Bata brand to maintain its low proices for all its brand products. Production of mass products
leads to lower operating costs resulting in less product costs. Henceforth, in India BATA have managed to
maintain lower prices. Price of Rs.10. is kept as Rs.9.90 where BATA follows psychology of consumer to lure
and attract more customers towards its pricing. Hence, in India Bata is consider as quality brand of affordable
cost. Main competition for BATA in India is Red Chief, Wood, Nike, Puma and Reebok.
88. Lacoste
Contact No 800-452-2678
Email-id customersupport@lacoste.com
Company Size 10000+
HR Shailesh Chandra Srivastava
Most selling product Apparels
Vision:
One Brand, One Team, One Voice, for a controlled growth based on operational excellence, customer
satisfaction and talent development.
Mission:
Our mission is to make LACOSTE a casual premium brand embodying elegance such as Frenchness. This
requires a high level of quality and professionalism within areas such creation, style, manufacturing and retail.
LACOSTE products and employees make clients live a unique experience regardless of the distribution
network, physical or digital, everywhere in the world.
Pricing Strategy:
Lacoste targets the upper middle class and upper class of the society. These customers do not hesitate to pay the
high price of the luxury products as owning a Lacoste is a status symbol. The pricing strategy in its marketing
mix is therefore called as premium pricing strategy. The prices of t-shirts, polos and jackets are in the range of
Rs.800 to Rs.25000 which is very wide. Lacoste competes directly with H&M and Zara through this pricing
strategy. The range for Sport shoes and casual shoes is between Rs.4500 and Rs.8000. The price range of
Lacoste for the leather bags and purses is from Rs.6000 to Rs.8000. Belts come for around Rs.4000. Watches
are priced between Rs.9000 to Rs.12000. Sunglasses come for around Rs.9000 with little number of variants.
Fragrances are in the range of Rs.2500 to Rs.5000. Caps and scarves are in the range of Rs.2500 to Rs.3500.
Lacoste targets the upper middle class and upper class of the society. These customers do not hesitate to pay the
high price of the luxury products as owning a Lacoste is a status symbol. The pricing strategy in its marketing
mix is therefore called as premium pricing strategy. The prices of t-shirts, polos and jackets are in the range of
Rs.800 to Rs.25000 which is very wide. Lacoste competes directly with H&M and Zara through this pricing
strategy. The range for Sport shoes and casual shoes is between Rs.4500 and Rs.8000. The price range of
Lacoste for the leather bags and purses is from Rs.6000 to Rs.8000. Belts come for around Rs.4000. Watches
are priced between Rs.9000 to Rs.12000. Sunglasses come for around Rs.9000 with little number of variants.
Fragrances are in the range of Rs.2500 to Rs.5000. Caps and scarves are in the range of Rs.2500 to Rs.3500.
89. Emami
Contact No +94 773457153
Email-id customercare@emamigroup.com
Company Size 10000+
HR Kaustav Sengupta
Most selling product Personal Care
Vision:
Making people healthy and beautiful, naturally
Mission:
To contribute whole heartedly towards the environment and society integrating all our stakeholders into the
Emami family
To make Emami synonymous with natural beauty and health in the consumers mind
To drive growth through quality and innovation in products and services.
To strengthen and foster in the employees, strong emotive feelings of oneness with the company through
commitment to their future
To uphold the principles of corporate governance
To encourage decision making ability at all levels of the organization
Promotional & Marketing Strategy:
Emami is one of the highest spenders on advertising and promotions in its category. India is a market of over a
billion people and a majority of this market is rural, at the bottom of the pyramid. It is price sensitive and
emotional. This segment responds to the pull of a visible celebrity. They pioneered the concept of endorsements
and in-film advertising with the objective to create aspirational aura and recall. The promotions were directed at
arresting the attention. The brand ambassadors were signed on the basis of the brand need and the fit between
the particular brand and the star. Till date, Emami has been endorsed by more than 60 celebrities like Amitabh
Bachchan, Shah Rukh Khan, Rekha, Kangana Ranaut, Juhi Chawala, Sourav Ganguly, Sunny Deol etc. It
promotes using healthy mix of print, television and digital medium. Advertisements are shown on television
channels like Star Plus, Zee Cinema, Sony TV, Colors and many more along with sports channel for maximum
coverage. Also, several ATL and BTL activities are conducted to promote the brand. Emami was also involved
in sponsorship activities with beauty pageants like Kolkata Fashion Week held in 2009. The company also
provides various offers and discounts to promote and create customer loyalty. Also, these offers provide huge
sales and high volumes of revenue.
Pricing Strategy:
One of the major reasons of success of Emami is providing products which are value for money. Emami has a
competitive pricing strategy in its marketing mix to tackle the offerings from all other FMCG players. Emami
has been successful in penetrating both urban and rural market. Keeping the concept of pocket friendly products
in mind, the company has launched various products sachet and low volume packets. The sachets like Rs. 5 of
BoroPlus and Rs. 10 sachet of Fair and Handsome made the products reach to each and every section of the
society. Emami keeps on working on their pricing strategy. Recently, they have reduced the price of Emami 7
Oils in One to pass on the GST benefit to consumers. Under the new pricing, 50 ml of the brand will be priced
at Rs. 30 as against Rs. 32 earlier, 100 ml at Rs. 55 compared to Rs. 60 and the 200 ml bottle will now be
costing Rs. 105 against Rs. 115.
90. Forever 21
Contact No 080-46485177
Email-id eucustomerservice@forever21inc.com
Company Size 10000+
HR Paul Petrylka
Most selling product Apparels
Vision:
“to inspire all customers shopping experience by providing a captivating and exciting store environment with a
never-ending flow of fun, on-trend fashion at a great value.”
Mission:
“to provide shoppers with an unprecedented selection of today’s fashions with affordable prices.”
Promotional & Marketing Strategy:
Forever 21 uses all media channels to ensure it reaches all its customers. Promotional policies are required to
maximize the reach of the brand and to capitalize of market share. The company since its inception has been an
international organization which sold its products globally. To lure customers from all around the world,
Forever 21has been following multiple promotional ideas. The rise of Social media has been a biggest plus for
the company. With the help of various social media platforms, like Facebook, Twitter, Pintrest, Instagram etc
company is spreading awareness among the masses by each passing day. The increasing popularity can be
measured by its increase in number of followers of the company’s official social media pages. Conventional
methods like Print and Digital media has been not dropped as well. The company’s official website has been
constantly upgrading to become more user friendly to provide all the necessary information to the existing and
potential customers.
Pricing Strategy:
Forever 21 is known for its pricing strategies. It has a great deal reputation for meeting the fashion demand of
its customer at an economical price tag. The pricing strategy in its marketing mix is that to compete in the
aggressive industry. The response received by the company from its customers speaks about the strategy of the
company by itself. The numbers are rising up as we speak. The end of financial year generated 3.7 billion
revenues for the company from its 480 stores which increased to 3.9 billion and reached 4.5 billion in the next
year. All the data shows that Forever 21 has become one of the coveted brand because of its well thought of
policies of making products pocket- friendly and qualitative as well. Company also caters to its high- end
consumers as well. The number of units sold by the brand is highest in USA.
91. Volvo
Contact No 18001029100
Email-id serviceindia@volvocars.com
Company Size 10000+
HR Amit Sharma
Most selling product Transportation
Vision:
The Volvo Group's mission is driving prosperity through transport solutions.
Mission:
The Volvo Group's vision is to be the most desired and successful transport solution provider in the world.
Promotional & Marketing Strategy:
Volvo has promoted itself with a human-centric brand strategy “Designed around you” that illustrates the future
direction of the company’s brand development. The most important aspect of Volvo’s promotion has been its
prowess in the production of machines which possess world class standards of safety. Volvo positions itself and
carries out promotional activities to reinforce its position as the company that launched the first car with a safety
cage, the first car with front and rear crumple zones, the first one to offer safety-door-locks and a world-class
Side Impact Protection System. The company has mobile applications offered across three categories- Product
Apps, Owner’s App and Campaign Apps. They have promotional videos on television, YouTube and Bill-
Boards to name a few. The Volvo Spirit magazine- a Construction Equipment magazine printed by the company
makes its readers aware of Volvo related news and business updates. There is also a Volvo driver’s magazine
which is an exclusive piece for members that contains information about club meetings, technical information
and advice along with articles by members and staff. Volvo also promotes itself through advertisements and
articles in top automobile magazines – TopGear, AutoExpress and AutoCar to name a few. The company has a
promotional strategy which has been dubbed as the ‘Volvo Way to Market’, and has its focus on the areas of
digital leadership, marketing tools, service and dealership. Volvo also pays significant attention to key
international car shows in The US, Europe and Asia. Besides this, it pays heavy importance to the in-store
experience for its customers. The ‘Volvo Personal Service’ concept is an example of a concept which provides a
personal technician who takes every new customer through introduction and car ownership experience.
Pricing Strategy:
Volvo engages in the use of optimal pricing as a marketing mix strategy for pricing its products. It differentiates
the market with clear segmentation according to the varied customer base. Volvo produces a wide range of
brands and categories of products, owing to which it has the potential to charge a wide range of prices. In the
emerging economies, Volvo is known to charge especially high but on an average most of its cars are priced in
a range between $25,450 and $40,800. It is capable of commanding this sort of a price point owing to its
reputation for quality, safety as well as the technology that it comes up with.
92. Puma
Contact No 1800-102-7862
Email-id customercareindia@puma.com
Company Size 10000+
HR Manisha Agarwal
Most selling product Shoes
Vision:
“to be the most desirable and sustainable Sportlifestyle company in the world.”
Mission:
“to be the Fastest Sports Brand in the world.”
Pricing Strategy:
Puma has succeeded in placing the brand as a brave, confident and determined brand. Puma have direct
competition from major established brands like Nike, Adidas and Umbro. In order to tackle this competition,
Puma has priced the products slightly lower than those of the competitors. This allows Puma to look affordable
and acquire new customers. They provide seasonal discounts and loyalty benefits, in order to retain the
customers and increase switching costs for the customers. Thus, Puma has the competition based pricing
strategy, which allows it to look convincing to the majority of the customers. The brand has been identified as a
premium brand. This gives an insight in the pricing strategy in the marketing mix of Puma brand.
93. Oriflame
Contact No 011-40409000
Email-id info@oriflame.co.uk
Company Size 5000+
HR Vishal Kumar
Most selling product Personal Care
Vision:
To be the number one Beauty Company selling direct.
Mission:
To fulfil dreams.
Promotional & Marketing Strategy
Oriflame’s most of the sales comes from direct selling and hence company invest in training consultant.
Oriflame’s tagline is “Your Dream – Our Inspiration” and it is the central theme around all its campaign. The
major source of promotion is company’s product catalogue which each independent cosmetic consultant offers
to the customers. It associates celebrities to be on the cover and promotional pages of the catalogue. Company
gives brief period discounts in festive seasons to promote its offerings. Oriflame invest on TV commercial in
some countries to create brand recall among consumers. It’s ad campaign are available on digital media
platforms like YouTube. Oriflame’s page is present on social media platforms like Facebook and Twitter,
Facebook, and Instagram. The company invests in CSR initiative. Company’s CSR initiative is focussed on
sustainability and it has achieved several milestones in promoting sustainability through its product. Oriflame
has cross-category eco-friendly cosmetics range. Its CSR initiatives forms a unique selling proposition for its
consultants.
Pricing Strategy:
Oriflame products are available at premium over average cosmetic products in market. However, its prices are
competitive with respect to other brands like Avon in the direct selling cosmetics. Oriflame has distinct brands
targeting at different segments like in Skin Care it has brands like NovAge and Ecobeauty which are targeted at
different consumer segment. Its pricing strategy in its marketing mix is product line pricing where it has base
price for entry brand and premium for the other brands. Oriflame prices also varies as per the average consumer
market of the country. In India, its products are available at affordable prices whereas comparable products are
sold at premium in European countries. Oriflame offers short-term price promotions and cross-sell campaigns
Pricing Strategy:
Colgate is a market leader especially when it comes to India. Colgate has over 50% of the market share and has
been able to establish itself as a generic brand. The prices of Colgate are generally a little higher than its
competitors. This is primarily because of the perception of superior products offered by Colgate. The price is
not a concern as the company maintains a watch with the help of advisors who give a feedback and revise the
prices accordingly. Its prices vary from 5 rupees for small sachets to 90 rupees for 300 gm packs.
95. Amul
Contact No 1800-258-3333
Email-id customercare@amul.coop
Company Size 10000+
HR Dr Preeti Shukla
Most selling product Milk
Vision:
Our vision is not just to be rated among the top 5 brands of India in Interior Field but, more importantly, to
strive to attain the leadership position in making our people aware to protect & save the nature by using
plywood and related products for their wood work.
Mission:
Our Mission is to manufacture world class products of outstanding qualities providing related services and
solutions to our client while utilizing latest technologies, highest business standard, work ethics Corporate
Governance so we can make every customer SMILE.
Promotional & Marketing Strategy:
Amul is one of the fewer company who is in 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 spends 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.
Pricing Strategy:
Amul from starting only when there were no national player as there competitor has a vision to provide the best
quality dairy products with a very low cost to consumers of all economical segments. With the same initiative
they have followed the low pricing strategy in their marketing mix. To make this strategy follow they
segmented out their own products. Products which covers a huge market segment and are used on the daily
basis like milk, ghee, ice-cream, cheese, butter were provided to the consumers at a lower rate in comparison to
competitors whereas the price of products which were of niche segment like amulspray, prolite, milk powder
were completion oriented. Mostly Amul follows a strategy which is more incline towards market. In Amul
GCMMF sets up the price range of different products which is based on different factors like raw materials,
labor cost, distributors margin, farmers profit, Administrative and manufacturers overhead, demand and supply
of products, competitors prices, transportation cost, packaging cost, govt. taxes etc. With the rise in Indian
economy transportation cost, storage cost has piled up but still Amul provides quality products at a fair and
affordable price in comparison to others.
96. Sony
Contact No 1800-103-7799
Email-id sonyindia.care@ap.sony.com
Company Size 10000+
HR Manu Wadhwa
Most selling product Electronics
Vision:
“Our vision is to use our passion for technology, content and services to deliver kando, in ways that only Sony
can.”
Mission:
Sony’s corporate mission is to be “a company that provides customers with kando – to move them emotionally –
and inspires and fulfills their curiosity.”
Pricing Strategy:
Sony has products for all segments of buyers. Sony has lower priced goods, medium and expensive goods. It
follows a multiple approach towards different types of consumers. Sony, being an electronics company, price
skimming strategy in its marketing mix works. As a new product is launched with cutting edge technology Sony
charges outrageously for the same to capture the initial high returns, then slowly reducing the price. The
decrease in the price boosts the sales of the Sony product. Other competitors tend to catch up over a small
period, therefore it is important to understand what all channels we’ll keep using which ones to change. Sony
charges a premium for its exquisite sound quality experience. Sony had priced its laptops in medium segment.
Whereas the gaming consoles are in the expensive category. This multiple dimension strategy helps Sony cover
all sorts of customers.
97. Mother Dairy
Contact No 18001801018
Email-id Services@motherdairy.com
Company Size 10000+
HR Saugata Mitra
Most selling product Milk
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 cooperate movement in India. With determination & pride
we will continue to serve our farmers, rural india & our consumers. Our values reflect who we are & what we
firmly believe in.
Pricing Strategy:
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 amount 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.
98. AUDI
Contact No 022 – 39521212
Email-id CustomerCare.India@vwfs.com
Company Size 10000+
HR Anna Nair
Most selling product Cars
Vision:
"To be the BEST automotive sales and repair operation in every market we serve."
Mission:
"We are only doing our job properly when we create an experience for the customers for which they choose to
return and do business with us again."
Pricing Strategy:
Audi is perceived as a luxury in its customer’s minds. Audi uses premium price policy to cash its brand image.
Since it is a competitive industry, the price strategy in the Audi marketing mix is primarily based on
competition pricing of premium car manufacturers. Brand equity is high for Audi. Company provides high
quality products in Audi showrooms which allows customers to access the brand easily. An innovative financial
option is offered by Audi Finance to help customer to buy the products at ease. Optional pricing strategy is
employed for existing customers to use optional features in the cars. For e.g. Audi Bang, sound system and
navigation system are optional accessories in a car and the customer purchases these willingly but they are
optional. Audi price variations also depend upon geographical locations and economic conditions of a particular
country.
Mission
“to be one of the world’s leading producers and providers of entertainment and information.”
Pricing Strategy:
Walt Disney has always targeted middle class people. They always designed their pricing strategy keeping in
mind the mass population. However, the pricing strategy in the marketing mix of Disney is dependent on the
kind of product or service they are offering. Toys and theme park tickets are affordable whereas product of
movies, broadcasting etc are capital intensive. Their primary aim is to bring all the kids along with their parents
to experience the services of Walt Disney. Therefore, they price their products so that everyone can enjoy.
Another point to be noted is that they follow seasonal pricing strategy i.e they price their products based on
seasons. You can easily afford the tickets for the Disneyland and there are people who regularly visit these
theme parks. It is the experience that differentiates it from other competitors.
100. Microsoft
Contact No 877-696-7786
Email-id 877-696-7786
Company Size 10000+
HR Ira Gupta
Most selling product Software
Vision:
“to help people and businesses throughout the world realize their full potential.”
Mission:
“to empower every person and every organization on the planet to achieve more.”