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Creating Awareness to Protect the Planet: A Case Study on Marketing Strategy of a Leading Air Cooler Brand

A marketing strategy is a business’s game plan for reaching the prospective consumers and turning them into customers of their products or services. Marketing strategies should revolve around a company’s value proposition. The ultimate goal of a marketing strategy is to achieve and communicate a sustainable competitive advantage over rival companies. A marketing strategy should revolve around the company’s value proposition, which communicates to consumers what the company stands for, how it operates, and why it deserves their business. To guide students, through this sample MBA Project work, we shall present how the company under consideration has formulated its marketing strategy by creating awareness to protect and conserve our Planet.

About the Company

Founded in 1988, in Gujarat, India, the leading Air Cooler Brand considered for this MBA project study is Symphony Limited, which has established a new category of evaporative air-cooling in India, taking it to the globe. As a disruptor of a highly unorganised sector, the company has set high benchmarks comprising 201 trademarks, 64 registered designs, 15 copyrights and 48 patents, defining the gold standard of air cooling. Symphony is an Indian Multi-National Company that is present in over 60 countries, is the world’s largest manufacturer of air-coolers. From inventions to innovations, energy responsibility to environment stewardship, Symphony is a market leader which has been cooling customers for generations. The massive supremacy of Symphony coolers in the residential, industrial and commercial segments has made the brand synonymous with ‘cooling’.

Rationale of the Study

As a pioneer in the air-cooling industry, Symphony develops breakthrough technologies to combat climate change. It provides solutions for affordable cooling and comfortable environments for maximum efficiency, productivity, and well-being for household, commercial and industrial air coolers. Considering many advantages of air coolers and the emerging market potential for the product, it is felt essential to carry out a MBA project study on marketing strategy of Symphony Ltd so that findings of the study can be utilized by the other similar organizations producing or marketing Air Coolers.

Marketing Strategy

The Air Cooler brand for this MBA project study is committed to create awareness on the need to protect and conserve our planet. Symphony is a highly responsible brand when it comes to the conservation of planet earth and aims to take measures to prevent possible damages to the environment. While technology has made our lives simpler and more convenient, it has proved to be hazardous for our environment. Marketing strategy of Symphony is to educate consumers on why they should be mindful of the side effects of their choices. The company, through its marketing campaign, informed that adapting to sustainable ways of cooling can lead to a positive change. Apart from that, its research findings have also shown that air coolers as a category is more environment-friendly and conducive than ACs. So, as part of its marketing strategy, launched a communication to bring about a change and conserve our planet.

Marketing Mix

The spending on Digital has increased across all categories and that is true for Symphony as well. Earlier the company used to be heavy on Television and Print, but now a days they have included regional mediums like outdoor, cinema, etc. as part of the media mix, to target specific regions and give regional support that is required. To stand out in this cluttered market the company always highlighted relevant consumer insights. One of the key aspects of buying air coolers is the low cost of the product, and its affordability in terms of operating it. The company is constantly creating awareness around that through its many campaigns. For example, it had launched a campaign with an innovative approach - Ek Samose ke kharche mein poore din ki Cooling - Garmi Ko Karo Symphony. The company is spreading the product benefit and contextualizing the low running cost of air cooler sand assuring the consumers to find value for money and have an impeccable shopping experience. Launched recently a unique AI-led nationwide initiative through Indian cricketers Harbhajan Singh and Shikhar Dhawan. During that campaign, created hyper-personalized video films for over 2,300 retailers across India. That was for the first time in the consumer durables industry when a brand leveraged artificial intelligence, and initiated geo-targeting for each retailer. So, marketing mix strategy of the brand across its various product categories should be studied as part of the MBA Project.

Strategy to meet future challenges

The Air cooler brand considered for the MBA project work grew by 15 % in the last financial year. It expects similar growth current year also. To ensure 100 % presence digitally, the company had also launched its D2C website and introduced kids range coolers exclusively on that website, receiving good response from across all regions. They have a plan to continue to launch new products on that website in the future too. Launched two new products, and the first one is within the cooler portfolio. Keeping in mind the taste of children, normally something more colourful and not regular white coolers, they have launched Disney and Marvel-themed air coolers first time packed with an aesthetic appeal, innovation, and technology.

Conclusion

If you are an MBA student and about to start your MBA project work but if you feel like unclear of where from to start, then this article is for you. Dedicated faculty member of Madembaezy can help a student during the MBA project study and to find a subject, select a topic, find an organization for the MBA Project work and plan the MBA project and will act as a liaison between the student and the host organization.

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Study of Fashion Marketing Strategy to Stay Relevant to Consumers of All Ages

The leading Indian fashion brand considered for this MBA project study is fbb. Commencing its journey about twelve-year ago, fbb has been delighting audiences– both with its wide range of fashion offerings, and its vibrant and bold advertising. With a mission to make in India, fbb stands for aspirational value fashion. From formals for business meetings to casual wear, from versatile ethnics to comfortable home wear, fbb creates exclusive merchandise for its consumers under its own private labels, with a wide variety to choose from. The brand fbb aims at youthful consumers in India that intends to stay in synchronised with the current fashion trends. The brand has more than 300 stores spread across metro cities, Tier II and Tier III cities in India.

Marketing Mix of Fbb

The fashion brand fbb spends a healthy amount on marketing and are extremely active in the social media digital space. The brand fbb is a young brand, so it is imperative to ensure brand awareness among the consumers and influence their purchase decisions. This necessitates fbb to have a young voice on social media platforms, which can appeal to people of all ages who are young at heart. So the company have a healthy mix of digital, ATL (Above the Line) and BTL (Below the Line) campaigns. In terms of Digital marketing, content is something very important and the company invested a lot in content development which is media agnostic, seamless and occupies our consumer’s mind space. The brand customize its content zone-wise, according to demographics of the region, to cater to consumers of all ages with one voice.

Brand Strategy for Tier II & Tier III cities

Presence of fbb brand in Tier II and Tier III towns and cities are growing manifold. If we look at the volume of sales, it is skewed towards the metros and mini metros; however, the primary growth comes from Tier II and Tier III towns. This is mainly on account of the exposure these consumers have today to a lot of information. This makes them smart, value-for-money consumers, which ties in very well with fbb brand philosophy, with its strong focus on value fashion. Thus, these towns and cities are focus areas for fbb and it has a customized marketing strategy to reach out to consumers there, in terms of catchment assortment specific to the region, product mix, marketing mix and more. Over a period of time, fbb is looking at opening many new stores in the East and another four-five new stores in the South. Brand’s marketing strategy in totality should also be studied as part of the MBA project work.

A balance between brick & mortar retail and e-commerce

Fbb is a brick and mortar brand and there is no doubt on this fact. In India, the market is still 98 % brick and mortar. That said, fbb has a strong omni-channel strategy in place. This involves talking to the consumers, especially the youth online and then getting them to visit out retail outlets to experience the latest offerings. fbb have been very successful in doing this, as its redemption percentage of 36-37 % shows, and the brand invests wisely in e-commerce to drive sales directly. The company runs specific campaigns on the e-commerce platform, apart from being present on other e-commerce sites like Amazon, Flipkart and Paytm Mall. The true balance between brick and mortar and digital marketing by a fashion brand can be studied as part of this MBA project.

Growth strategy in the coming years

The focus of fbb brand will be on Tier II and III markets, and have very big plans for them. The brand will continue to speak the language of the customers, which they have been doing very effectively. However, the slicing of communication will be sharper to suit the requirements of vernacular markets. This strategy has worked for the company, thus far and it is confident that it will help in the continued success, even as the company remain a step ahead of the curve. Strategy relevant to future growth should also be studied as part of the MBA project.

Conclusion

The fact that fbb is a well-established brand which is proactive to market requirements works in its favour. They anticipate trends and are fast adaptors of fashion, with offerings to meet the diverse and ever-changing fashion needs of consumers across the board. That said, competition pushes fbb to do better and to have a sharper, more focused marketing tone, and so the company welcome other fashion brands. Thus the brand’s strategy to stay relevant should be studied in detailed for reference of other players in the industry as part of the MBA project.

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How to Prepare an MBA Project Report on Expansion Plans of a Burger Brand in Indian Market

The international Burger brand selected for this MBA project wok came into India eight years ago. The first restaurant of this Burger brand was opened in India in 2014, and now it operates more than 300+ restaurants in India. But, at the moment its presence is only in a few states and the Burger brand is planning to penetrate in new regions in the near future in India. The Burger brand under consideration for MBA project work has a target of opening 700 new stores in the next three years across India.

Market Penetration Plan

The company is moving as per its growth plan, which is on track. To ensure a smooth and steady expansion process without any hindrance, they had mobilised fund through an IPO a year-and-a-half ago. As far as the category of the brand in India is concerned, it is under-penetrated. In India, there is huge headroom for growth. So the company have planned to get closer to the target consumers, allowing easier access, and providing greater dining experience, takeaway, and delivery. As far as regions are concerned, the brand is looking at all opportunities across India. They have opened a store in Guwahati, their first store in the North East India and it has received a fantastic response. Apart from penetrating new markets, they have also planned to open more stores in existing markets, depending on demands and consumer preferences. The brand recently launched dedicated brand Café and has an exclusive brand APP with great offers, exclusive deals and loyalty rewards for its consumers. Therefore, the Burger brand, the company and its market penetration plan should be studied and mentioned in the MBA project report.

Marketing strategy to attract people of different age group in India

In India, home-cooked foods reign, and there is no challenging that. The Burger brand category considered for the MBA project work is more about out-of-home food consumption. For example, when the customers look for a break, when they step out to shop or watch a film, etc. There is also a new demand now – convenience. Like, people who are travelling or working from home, they need that convenience. They look for something that offers great quality, taste and value for money, and that is where the Burger brand steps in. India is a young country and young people today want to experiment. They eat out, and experiment with food. So, the company try to offer as per the requirements of consumers. For the older generations too, lifestyles are changing. As a brand, it look for insights on consumers and try to understand what they prioritize when they go out to a restaurant. Customers now look for authenticity, and they prefer brands that are transparent. Today, the brand is free from all synthetic colours, and artificial flavours. The company did that a year ago (before any other brand did) and thus, are much ahead of the curve. So, the company’s brand positioning strategy amongst different age group of Indian consumer to be studied in the MBA Project work.

Marketing mix of the Burger brand

Over the years, Television and Digital media have grown dramatically for the brand. But the strategy remains on mass marketing because mass media is still building awareness. As far as the patterns of media consumption are concerned, consumers have moved to social media, YouTube, and OTT. So, the brand will continue to focus on that. Its share of Digital spends has doubled over the last year. Therefore, the marketing mix strategy as part of MBA Project needs to be studied, which can be followed by other burger brands in India.

Also Read: MBA Project Study on Branding Strategy of a Burger As Truly Indian

Challenges in marketing in India

The world around is constantly changing at a rapid pace, thus the company need to be able to anticipate changes in the environment and be open to change themselves to adapt and respond to these shifts. Major challenges are due to shifts in consumer trends and consumption patterns. The brand has plans to stay responsive to consumer needs. Veganism is an emerging trend and the brand is looking at this, as well as several other trends. If this really emerges as a consumer need, it will respond to it. The challenges being faced by the company and how they are adapting themselves need a thorough study in the MBA project work.

Strategy to meet future challenges

Unlike other multi-national brands that enter a new market with their global ideas, this brand’s India menu has been completely redesigned for the Indian consumers on day one. So, they have multiple vegetarian patties, a paneer burger, cheese burger, among others. Also have a veg Whopper, which doesn’t exist anywhere in the world. Thus marketing strategy of the burger brand to meet challenges and stay relevant in Indian market with increase in market share to be studied as part of the MBA project.

Dedicated faculty of Madembaezy can help a student during the MBA project study and to find a subject, select a topic, find an organization for the MBA Project work and plan the MBA project and will act as a liaison between the student and the host organization. The Burger brand selected for this MBA project work is Burger King.