TASK-02: 100 Companies List

TASK- 02
100 Companies List
SEPTEMBER 10, 2020

KAJAL
1. Johnson & Johnson
Contact No 022 66646464

Email-id drug-safety@its.jnj.com
Company Size 10000+
HR Anoop Kamat
Most selling product Healthcare Products
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
Promotional & Marketing Strategy:

Johnson & Johnson has followed a very good marketing strategy, creating awareness through advertisements via
different medias which are generally very eye catching. The marketing mix promotional strategy of Johnson &
Johnson is to have a 360 branding. This appeals the customers to buys the products. Johnson & Johnson have
realized the importance of spreading awareness about the production the market and have utilized their full
capacity to reach out to people.
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
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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
Contact No +91 80 2852 0261

Email-id askus@infosys.com
Company Size 10000+
HR Krishnamurthy Shankar
Most selling product Technology Services & Consulting
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

Infosys has undertaken Academic Entente which provides opportunities for employees of Infosys to manage
working and learning together by company sponsored trips, case studies, speaker sessions, etc. An initiative called
Infosys Foundation which caters to the green aspect of the company has been underway leading to Infosys
becoming the one of top twenty green companies. Infosys also hands out an accolade called Infosys Prize to a
scientist, engineer, researcher, etc. from India a corpus of rupees sixty-five lacs, a certification and golden
medallion. Infosys has a brand awareness in the field of software, BPO, KPO, etc. industry. The Digital India
wave has favored Infosys, bringing the company to the forefront.
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.
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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.

TVS has been able to strengthen its brand in India with extensive marketing. It has clearly understood its
segmentation and positioning and directs its promotional activities to specific target audiences. A multi faceted
strategy of communications with a strong online presence helps it to gain leverage as far as back of the mind
recall is concerned. Good media relations, and carefully targeted advertising campaigns as a part of the
promotional strategy in the marketing mix of TVS, further help build the brand to grow. Comprehensive
brochures, ATL advertising, standees, direct emailers etc. all help boost TVS sales. Hence, all these points
summarize the marketing mix of TVS Motors.
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.
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04. Reliance Industries Pvt Ltd
Contact No +91-22-2278 5000

Email-id info@ril.com
Company Size 10000+
HR Arpit Panchal
Most selling product Oil & Petroleum
Mission & Vision:

• To attain global best practices and become a leading power generating company.
• To achieve excellence in project execution, quality, reliability, safety and operational efficiency.
• To relentlessly pursue new opportunities, capitalizing on synergies in the power generation sector.
• To consistently enhance our competitiveness and deliver profitable growth.
• To practice highest standards of corporate governance and be a financially sound company.
• To be a responsible corporate citizen nurturing human values and concern for society.
• To improve the lives of local community in all our projects.
• To be a partner in nation building and contribute towards India’s economic growth.
• To promote a work culture that fosters learning, individual growth, team spirit and creativity to overcome
challenges and attain goals.
• To encourage ideas, talent and value systems and become the employer of choice.
• To earn the trust and confidence of all stakeholders, exceeding their expectations.
• To uphold the guiding principles of trust, integrity and transparency in all aspects of interactions and
dealings.
Promotional & Advertising Strategy:

Reliance Industries is heavily inclined towards advertising and brand promotion. The promotional strategy in the
marketing mix of Reliance Industries is focused towards 360 branding and aggressive brand promotion. Reliance
uses the tagline “Growth is Life” and has encapsulated its sentiments of taking people together. RIL owner Mr.
Mukesh Ambani acquired rights of the Mumbai Indians franchise for 10 years and this acquisition is instrumental
in bringing the Reliance brand to limelight. Reliance Industries had roped in popular Bollywood actor Hrithik
Roshan for endorsing Reliance Telecom. It announces discounts and conducts various promotional activities at
various Reliance outlets. Due to its strong brand awareness, Reliance Industries has attracted customers across its
various stores. Weekend discounts, bulk purchase and customer loyalty points often lead to increased customer
base. Jio Digital Life tagline is taken into consideration with #Digital India that target youth using smartphones
and other devices to be digitally progressive. Hence, this covers the marketing mix of Reliance Industries.
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.
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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
Vision & Mission:

“To broaden its horizons, to expand across new vistas, and to infuse new-age dynamism among its employees.”

Indian Oil Corporation is a Maharatna company and is actively involved in advertising. Being a public sector
company and not in a heavy competitive environment the promotions done by IOCL are not aggressive or heavily
mass media targeted. But it does promotional activities. These include collaborating with other companies and
promoting IOCL in their campaigns, like once IOCL associated with Honda Motors and did some sales promotion
campaigns in selected outlets. This is done to promote servo 4T oil. In this promotion winners have received
vehicles from Honda. Indian Oil Corporation also has loyalty programs like fleet cards and customers can earn
points and during festive seasons some gifts would be given to consumers through a lucky draw. Indian Oil
Corporation does print advertisements and uses hoardings at its retail outlets.
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.
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06. Oil & Natural Gas Corporation
Contact No 011-26750998
Email-id vijan_ar@ongc.co.in
Company Size 10000+
HR Debasmita Nath
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.

ONGC promotional activities primarily include print media. ONGC’s advertisements are always featured in all
national and regional dailies across India. It also advertises on Television but less frequently. Advertisements by
billboards is done on rare occasions. ONGC concentrate most of their energy and money on sustainability and
Corporate Social Responsibility activities.
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.
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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
Contact No 022 - 27566066,022 - 27566067

Email-id inb.cinb@sbi.co.in
Company Size 10000+
HR Shharad Dhakkate
Most selling product Savings Account
Vision:
“Be the Bank of Choice for transforming India”
Mission:
“Committed to providing Simple, Responsive and Innovative financial solutions.”

State Bank of India (SBI) promotes itself through various media such as Print media and audio visual media such
as Radios, Hoardings, Newspaper advertisements, TV-commercials, movies, etc. Its tagline, ‘The Banker to every
Indian’ turns out to be perfectly apt given its presence across India. SBI smartly conveys its policies through its
advertisements.
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.
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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.

Tata Motors has been known to having an aggressive marketing strategy. To endorse its passenger vehicles
globally, Tata Motors declared Lionel Messi as their brand Ambassador. It also signed film celebrities as brand
ambassador for its commercial vehicle business. Tata Motors is the prime sponsor of many events and it helped
in creating awareness about its new product Tata Tiago in the minds of the consumers.
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.
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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
Contact No 022 – 24117831 / 24176153 / 24117828

Email-id DLBPCLSAPTC@bharatpetroleum.in
Company Size 10000+
HR SHRI. K. Padmakar
Vision & Mission:

• We are the most admired global energy company leveraging talent and technology.
• We are the first choice of customers, given our constant pursuit for customer service quality excellence.
• We exploit profitable growth opportunities outside energy to give back to society and environment.
• We are role models for implementing efficient Health Safety, Security and Environment initiatives.
• We are a great organization to work for as we ensure both personal and professional growth equally.
• We are an organization that constantly learns, improves and innovates.
• We take social responsibility seriously as a model corporate entity.

As Bharat Petroleum is a company with diverse types pf business segments which are B2B and business to
customer, it requires different types of promotions for both. B2B generally involves more specific advertisements
which are targeted at a small number of prospective customers or existing customers. Bharat Petroleum tends to
promote its brands individually than an umbrella advisement for Bharat Petroleum. For offering dealerships it
advertises in newspaper with the invitation to tender. Bharat Petroleum also occasionally uses print media and
billboards to promote its B2C products.
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.
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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.

Tata Steel is a business to business brand and has no direct business with the consumer. In B2B Marketing,
promotion and advertising plays an important role in order to increase the sales.
TATA steel started branding its product in order reach to customers in an efficient way. Its strategy mainly focused
on branding and moving to high value-added products. Certain internal campaigns were started whose focus was
customer. Some taglines such as “Customer first-haar haal mein” were started.Communication tools used for the
Tata Steel brand launches were mainly print ads and outdoor advertising. TV commercials were launched giving
messages of happy customers.
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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
Contact No 033-23245555 033-23246426

Email-id “complianceofficer.cil@coalindia.in”
Company Size 10000+
HR Mayank Das
Most selling product Coals
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.

Coal India mainly does B2B promotions and rightly so as its customer base is industries across various domains.
It gives advertisements in print and online platforms to reach out to its customer base. As a part of its PR activities
Coal India involves in many CSR activities also. Recently it is sponsoring the Hockey India League as a title
sponsor. It is spending nearly 13 crores for this.
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:
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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
Contact No +91-22-6778 9595

Email-id Global.marketing@tcs.com
Company Size 10000+
HR Amjad Hameed
Most selling product Consulting
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.

Through various community initiatives TCS makes its presence felt everywhere. This is the best way to reach out
maximum people as they are serving the society and gaining popularity and recognition in return for their good
work. The promotional strategy in the marketing mix of TCS is unconventional and not like any other business
doing advertising and marketing. TCS has got a well-defined set of programs for each geography.
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.
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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.

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Larsen & Toubro has always been a company which has focused on advertising and marketing for creating brand
awareness. The promotion and marketing activities in its marketing mix is done by 360 branding ie using
commercials, sponsorship of events, using all media etc. L&T has received several awards for its services, which
include Rajiv Gandhi National Quality Award given to Bengaluru division and Golden Peacock National Quality
Award in 2012 to L&T power.
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.
14. ICICI Bank
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.
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ICICI Bank has always been a leader as far as marketing is concerned. Advertising and branding exercises in its
marketing mix have always been full of impact. Direct and indirect way of communication. Promotion of ICICI
includes not only conveying the modernization but also benefits given.
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
Contact No 91 22-6691 7000

Email-id t.kumar@adityabirla.com
Company Size 10000+
HR Rakesh Tigga
Most selling product Aluminum rolling
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.
Promotional and Marketing Strategy:

Hindalco has put a lot of effort when it comes to promotion. They ensure that the promotional activities are up to
the mark. Hindalco is investing in all media like the newspaper, radio, television and now online medium is the
most efficient as a part of its marketing mix.
15
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
Contact No 022- 62841505

Email-id bohdfckol@hdfcbank.com
Company Size 10000+
HR Vinay Razdan
Most selling product Loans
Vision & Mission:

HDFC Bank’s mission is to be a world class Indian bank. We have a two-fold objective: first, to be the preferred
provider of banking services for target retail and wholesale customer segments. The second objective is to achieve
healthy growth in profitability, consistent with the bank’s risk appetite.
The bank is committed to maintaining the highest level of ethical standards, professional integrity, corporate
governance and regulatory compliance. HDFC Bank’s business philosophy is based on five core values:
Operational Excellence, Customer Focus, Product Leadership, People and Sustainability.

16
HDFC Bank focuses a lot on the promotional strategy in its marketing mix. HDFC is involved in large number
of CSR activities for sustainable livelihood, financial literacy, education, training and community initiatives.
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
Contact No +91 11 24360100, 24387000, 24387001

Email-id ntpccc@ntpc.co.in
Company Size 10000+
HR Dilip Kumar Patel
Most selling product Power Management
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.

17
NTPC has won numerous awards like Maharatna in 2010 and in 2009 ICSI National award for excellence in
corporate governance. It has also participated in Swachh Bharat Abhiyan by contributing on variety of events.
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
Contact No +91 40 6716 2222/ 1-800-34-54001/ 1-

800-42-58998
Email-id comp.sect@vedanta.co.in
Company Size 10000+
HR Sakthivel M
Most selling product Zinc & Aluminum
Vision & Mission:

Vedanta is a globally diversified natural resources company with low cost operations. We empower our people
to drive excellence and innovation to create value for our stakeholders. We demonstrate world-class standards
of governance, safety, sustainability, and social responsibility.
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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 promote themselves through print media campaigns, Outdoor hoardings, Radio Jingle and TV
commercials. It targets different communities and states with different campaigns. Through its “Creating
Happiness” campaign it aimed to tell Vedanta’s story.
A nationwide competition was held which invited short films revolving around the campaign. The stories came
out brilliantly and were uploaded on YouTube for evaluation. Vedanta has a solid social presence on Facebook,
YouTube, Twitter and LinkedIn.
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
Vision:
“The Leader in the Indian Automobile Industry, Creating Customer Delight1 and Shareholder's Wealth2;
eventually become a pride of India”
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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 .

Having decades of presence in India enables Maruti to leverage its brand value and brand perception well. It also
helps Maruti cut down on promotional costs. Maruti uses unique advertising methods to promote its cars and
often ropes in stars and celebrities as brand ambassadors for various cars models.
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.
20. Bharti Airtel
Contact No 1800-103-3101
Email-id partner.service@airtel.com
Company Size 10000+
HR Manisha Beniwal
Most selling product Prepaid Plans
Vision:
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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.
Promotional & Marketing Strategies:

Airtel is an established and well-known brand in telecom sector. Airtel organizes a strong promotional campaign
for its services utilizing all media channels from TV, print, events, social media etc. Hence the promotion strategy
in the marketing mix of Airtel is extremely comprehensive i.e. they do a 360 branding.
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
21. JSW Steel Limited
Contact No +912242861000
Email-id lancy.varghese@jsw.in
Company Size 10000+ +912242861000
HR Anirudh Singh
Most selling product Steel
21
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
PROMOTIONAL AND MARKETING STRATEGY:

As the businesses are mostly B2B JSW involves in dealer promotional activities. It uses ad campaigns which are
run in television and digital spaces. Its latest brand promotion ‘Rukna Nahi Hai’ is launched for Olympics. It also
uses on ground amplifications, slides and ads in cinema halls and also, outdoor promotions like billboards and
hoardings at strategic locations.
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
Contact No 011-26172580, 26182956

Email-id k.sharma@gail.co.in
22
Company Size 10000+
HR Nidhi Sharma
Most selling product Natural Gas
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”.

GAIL launched a CSR initiative called GAIL-Indian Speedster, an athletics program. The goal of this promotional
activity is to nurture young talent. Through this campaign GAIL positioned itself as a common man’s ally and
increased its reach in 55 districts.
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:
• BSC, UK conferred GAIL with ‘International Safety Award’

• Wealth Creator in Manufacturing Sector
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
23
Contact No 246760, 246761, 246762-66, 256556,
255151
Email-id Grasim.secretarial@adityabirla.com
Company Size 10000+
HR Chandra Bhattacharjee
Most selling product Textiles
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.

Grasim uses mass media and above the line activities extensively in its marketing mix. It runs its ad campaigns
in print media and Television. Grasim uses hoardings and billboards in strategic locations. It ran campaigns for
its new products like Birla White and during the change of its cement name to Ultra Tech.
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.
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24. Steel Authority of India Limited
Contact No 011-22464607, 011-22403242, 43

Email-id ipss_sect@rediffmail.com
Company Size 10000+
HR Vikas Chandra
Most selling product Steel
Vision & Mission:

To be a respected world class corporation and the leader in Indian steel business in quality, productivity,
profitability and customer satisfaction.

SAIL has always been visible through promotional and branding activities in its marketing mix. SAIL has
sponsored the training and other expenses of wrestlers Sushil Kumar and Yogeshwar Dutt for preparation for the
2010 Commonwealth Games.
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
25
25. Axis Bank
Contact No 080-61865200
Email-id pno@axisbank.com
Company Size 10000+
HR Suresh Mehra
Most selling product Savings Account
Vision & Mission:

To be the preferred financial solutions provider excelling in customer delivery through insight, empowered
employees and smart use of technology.

Axis bank is promoting its offers and products aggressively through different channels. These include print
advertisements, TVC, and digital marketing channels. Axis Bank also gives discounts and offers to its customers
on interest rates and gift hampers in lucky draws for those who take loans. Wheels of fortune is one such lucky
draw for loan holders, winners of this draw would receive gifts and prizes.
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.
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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. Continuous 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.

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.
27
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.
27. Bank of Baroda
Contact No (0265) 2363001 – 2316792

Email-id gm.ops.ho@bankofbaroda.com
Company Size 10000+
HR Vindhya Vittal Ramesh
Most selling product Savings account
Vision & Mission:

To be a top-ranking National Bank of International Standards committed to augmenting stake holders' value
through concern, care and competence.

Bank of Baroda uses various methods of promotions mostly through outdoor advertisements, TV commercials,
print advertisements through major newspapers, billboard advertisements on its branches. Over the years Bank of
Baroda hired Rahul Dravid, PV Sindhu, K Srikanth as its brand ambassador.
Bank of Baroda also sponsors various events in colleges for promotion of its products. To spread awareness of
various products and gain maximum visibility it goes door to door by hiring, its employees and other third-party
agents. Bank of Baroda has specialized vehicles to provide information about its products and services and also
avail its services on the spot.
Various government schemes are also spread through aggressive marketing through its employees. It also
promotes its products online on its own website and apps and also on its partner websites. Bank of Baroda also
does personalized advertisements through mobile marketing by sending messages on phones. It also has various
reward programs to promote more transactions.
Pricing Strategy:
Bank of Baroda, being a public sector bank in India, has competitive prices defined by RBI guidelines. The pricing
in its marketing mix are kept competitive as other public sector banks to keep their services as attractive as others.
The charges of Bank of Baroda vary from the service offerings and amount of the balance maintained in the
savings account the amount of credit taken from the bank. It also depends on the number of transactions as well
as proper maintenance of satisfactory records.
Bank of Baroda charges for delayed payments, transfer charges, card withdrawal charges, demand draft charges
and locker charges. The loans which are of longer terms and are more popular have lesser interest rates. The
personal loan charges are higher because of fewer quanta.
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28. Punjab National Bank
Contact No 91-11-28044907
Email-id care@pnb.co.in
Company Size 10000+
HR Malvinder Singh
Most selling product Savings account
Vision:
"To position PNB as the `Most Preferred Bank` for customers, the `Best Place to Work In` for employees and a
`Benchmark of Excellence` for the industry"
Mission:
"Creating Value for all its customers, Investors and Employees for being the first choice for all stakeholders"

Punjab National bank has won many awards and accolades. Some of these recent awards are:
• Golden Peacock National Training Award 2016
• FICCI Corporate Social Responsibility Award
• RBI Rajbhasha Award
• Assocham Social Banking Excellence Awards 2015 (Under Rural Banking Category)
Other than these awards, Punjab National Bank also conducts many corporate social responsibility activities like
health check-up camps, plantation drives, donation camps, setting up of dustbins, sponsoring uniforms, adopting
villages, etc. For promotion on audio/video media, print media and website, Punjab National Bank has partnered
with cricketer Virat Kohli to gauge the attention of youngsters, given his wide following in India.
Pricing Strategy:
Even though Punjab National Bank is stated owned corporation it faces a strong competition from the like of State
Bank of India, Corporation Bank, Bank of Maharashtra, State Bank of Mysore, etc. As a major holding in the
bank is of the government, the interest rates set by PNB are comparably lower to private banks, as these private
banks only function for profit.
Public banks while pursuing profit have to ensure to be the bank to the masses, promoting growth in the country.
The pricing decision its marketing mix are governed by the RBI guidelines, competitor offerings and interest rates
in the industry.
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29. ITC LIMITED
Contact No +91-33-22889371
Email-id isc@itc.in
Company Size 10000+
HR Amitav Mukherji
Most selling product Food items
Vision:
Sustain ITC’s position as one of the India’s most valuable corporations through world class performance, creating
growing value for the Indian economy and the company’s stakeholders.
Mission:
To enhance the wealth generating capability of the enterprise in a globalizing environment, delivering superior
and sustainable stakeholder value.

ITC designs its promotion strategy keeping in mind its brand proposition and its target audience. It promotes its
product through Print, television and radio as a part of its marketing mix. ITC’s different brands have different
brand ambassadors.
For example, classmate has been endorsed by Yuvraj Singh and Soha Ali Khan; Saina Nehwal has endorsed
Salvon; Shahrukh Khan has been endorsing the entire range of snacks under the umbrella brand of Sunfeast. ITC
roped in Ranbir Kapoor for John players.
As part of ITC’s centenary initiative, Classmate launched the largest student contact program- Ideas for India
challenge. It provided a platform for Indian youth to brainstorm and address the issues and challenges which our
nation faces and help in developing the nation. ITC also launches a lot of digital campaigns to ensure maximum
participation.
The Fiama De Wills Men campaign is one such example. Fiama DE Wills has had an association with the talented
designer, Masaba Gupta for Wills Lifestyle Fashion Week. ITC also engage in cross marketing promotions.
Yippee! Launched a campaign with Paytm offering recharge coupons equivalent to the price of Yippee noodles.
The company launched an advertisement to back the campaign. Hence this concludes the ITC marketing mix.
Pricing Strategy:
30
ITC has different price points as it has a diversified product portfolio. ITC have products in all price brackets but
more and more new products are on the premium side as they provide higher margins. Pricing of the product
depends on several things like pricing objective, the market one is operating in, the purchasing power of the
consumers, the market condition, product’s market position etc.
For instance, as Bingo was entering the market, it adopted a very clever aggressive pricing strategy to capture the
market share. They maintained their prices as per the market leader but offered more quantity and more margin
to the retailers which gave them a competitive edge.
ITC follows different marketing mix pricing strategy for different products. Their economy brands follow
economy pricing. Marketing and manufacturing cost is kept at a minimum. ITC had to hike the price its premium
products in the industry due to hike in excise duty. Classmate is priced over 5% over its competitors.
30. Hindustan Unilever Limited
Contact No 022 5043 3000

Email-id mediacentre.hul@unilever.com
Company Size 10000+
HR Ms. Anuradha Razdan
Most selling product Beauty & Personal Care
Vision:
Our vision is to grow our business, while decoupling our environmental footprint from our growth and increasing
our positive social impact.
Mission:
Our mission is to add Vitality to life. We meet every day needs for nutrition, hygiene and personal care with
brands that help people feel good, look good and get more out of life.

Hindustan Unilever (HUL) has been heavily investing in the brand promotions as it needs them mostly for brand
recall and many a times for introducing new brands. Therefore, Hindustan Unilever primarily uses aggressive
promotion and advertising its marketing mix.
The advertisements of HUL brands are in the form of television commercials, newspaper ads or any other
magazines and as well as with the online presence as well. Most of the times these campaigns are targeted by
telling stories to build relations rather than to sell them directly. HUL also has tied up with many celebrities such
as Shahrukh Khan, Kareena Kapoor, Kajol, Varun Dhawan as well as with the professional hair stylist Jawed
Habib.
Hindustan Unilever also participates in tons of CSR activities such as the famous project Shakti to empower rural
women, Sanjivani a mobile service camp, water conservation projects and many more. HUL also time and again
organizes various campaigns to create awareness among the viewers and improve health and well-being.
Pricing Strategy:
Hindustan Unilever (HUL) is one of the leading company, offering many products and hence a wide price range.
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Since HUL is a market leader in almost all the segment it is present in it keeps a very competitive price for all the
products as the competition is quite stiff in the segments and as the customer in segment are looking for value for
money products.
As the company tries to reach the maximum number of customers in all income segment HUL produces products
with different packages and hence very different prices although the quality remains the same. Hindustan Unilever
also has various professional product for which it follows premium pricing strategy for example TONI & GUY
is very premium priced as compared to Lakmé.
When HUL comes up with new products it comes up with bundling strategy where in it packs a small sample to
the main product although the product is either in the same category or with the same brand name. This gives an
insight of how HUL prices’ its products in its marketing mix.
31. Ultratech Cement
Contact No 18004252525
Email-id Ultratech.care@adityabirla.com
Company Size 10000+
HR K.K.Padhi
Most selling product Cement
Vision:
To be the leader in Building Solutions
Mission:
To deliver superior value to stakeholders on the four pillars of
• Sustainability
• Innovation
• Customer Centricity
• Team Empowerment

UltraTech came with the tagline “The Engineers Choice” depicting the premium quality and suggesting that
qualified engineers approve the brand. UltraTech Cement focuses on aggressive promotion strategy in its
marketing mix. It depicts strong bond between the customers and the brand that has significant relationship
developed over the years.
UltraTech Cement has associated with sports like cricket and hockey and to market itself as youthful brand, it
promoted in film branding for Chak De India. It had association with Rajasthan Royals and Deccan Chargers
team in IPL. It has strengthened the brand equity of UltraTech Cements among engineers, architects, builders and
community. Super brand council honoured it with SUPERBRAND award for 2011 and 2012.
Pricing Strategy:
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UltraTech Cement has various products and hence has a varied pricing strategy. The demand for particular cement
type has influenced the pricing decision across region. Prices are lower in places where there is a supply surplus
mostly in southern part of India.
Comparatively prices are higher in Eastern and Western parts of India. The cement price includes transportation
cost and discounts are given on bulk orders as the contract. Credit facility is given to UltraTech Cement’s
customers and if the customer purchases directly from the manufacturing unit, then allowance is provided. Cement
prices also depends on external environment factors as raw material cost varies.
32. Tech Mahindra
Contact No 91-020-4225 0000

Email-id INVESTOR.RELATIONS@TECHMAHINDRA.COM
Company Size 10000+
HR Rajeev Narang
Most selling product Travel & Transportation
Vision:
Educated, skilled and able women and men are a country s true strength. We aspire to see children who are
purposefully engaged, youth that is constructively employed and a society that provides equal opportunities to
people with different abilities.
Through its corporate social responsibility initiatives, the Mahindra Group commits itself to this . The key focus
areas for Corporate Social Responsibility at Tech Mahindra Foundation are: Empowerment of girls/women
Empowerment of people with disabilities Corporate volunteering
Mission:
Tech Mahindra represents the connected world, offering innovative and customer-centric information technology
services and solutions, enabling Enterprises, Associates and the Society to Rise™. We are a USD 4 billion
company with 107,200+ professionals across 90 countries, helping over 818 global customers including Fortune
500 companies.
Our innovation platforms and reusable assets connect across a number of technologies to deliver tangible business
value to our stakeholders. Tech Mahindra is also amongst the Fab 50 companies in Asia as per the Forbes 2015
List.

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Tech Mahindra does promotion of various kinds in its marketing mix with an objective increasing its brand
awareness among industries and prospective clients. Tech Mahindra does social responsibility activities wherein
it works in three chosen fields of school education, employability and technical education.
These activities are promoted by the public relations team. Also, the public relations team gives the press briefings
and the awards and recognitions received by the company to all the news and magazines.
Pricing Strategies:
Tech Mahindra, like any IT company, has a diverse offering and pricing is dependent on various factors. Price is
very interesting parameter to discuss when it comes to IT/IS companies. The pricing strategy in its marketing mix
is as discussed. Case in point Tech Mahindra also uses different pricing mechanisms for its plethora of clients
that are present across multiple industries.
But what is common across all the pricing decisions taken by Tech Mahindra is the flexibility it provides to its
customers. Tech Mahindra approaches clients when they ask for proposals and give their presentations on
capabilities, quality of service and other USP’s along with price they want to charge for that particular project.
Generally, it is based on multiple factors like complexity, technology used, persons required and time required.
For this it follows a competitive pricing model most of the times to get more client base. Also the main reason
for Tech Mahindra success is its Pay –as – you – go pricing model which provides the customers with advantage
of minimizing risk as there is no requirement for onetime payment for the project. They can pay as the project
proceeds in different stages of its development.
33. Sun Pharmaceuticals Pvt Ltd
Contact No (+91 22) 4324 4324

Email-id ashok.bhuta@sunpharma.com
Company Size 10000+
HR Dr. Sapna Purohit
Most selling product Medicines
Vision:
Reaching People and Touching Lives Globally as a Leading Provider of Valued Medicines
Mission:
The mission of Sun India Pharmacy Ltd. is good health and happiness for all. We believe in utilizing modern
science to bring out the essence of nature and provide effective and high quality medicines at affordable prices.

Sun Pharma follows a very strong promotional and marketing activity in its marketing mix and focusses on
reaching the customers everywhere. Their Tagline depicts the intentions of the company and attracts the people.
They carry out various television ads ad also spreads awareness through print medias.
The Sun Pharma company stresses on niche segment like psychiatry and lifestyle meds etc. helping it to grow
fourfold to have a revenue. Sun Pharma have also earned awareness through various sponsoring programs and
hoardings etc. they also come up with attractive offers and schemes on meeting the described sales to its agents
and distributors.
Pricing Strategy:
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Sun Pharma has always try to maintain a reasonable pricing strategy to meet he needs of the local people. It tries
to optimize the operational cost thus help in maintain affordable prices. The pricing policies followed by Sun
Pharma is on par with the major competitors in its marketing mix. The consumers are now becoming highly price
sensitive. This is a threat to the company.
Sun Pharma produces generic medicines at a very low cost thus giving it a competitive advantage. With their
diversified product line they have been able to meet both high end and low end products. Also owning a lot of
patents under their name has helped them earn a lot of profits. The Sun Pharma company has succeeded in
differentiating itself as cost leadership.
34. Indigo Airlines
Contact No +91 (0)124 435 2500

Email-id customer.relations@goindigo.in
Company Size 10000+
HR Yogesh Kumar
Most selling product Flight Tickets
Vision:
Our vision is to be a successful, world-standard company, working closely with business and organizations to
improve their results. We will achieve this by understanding client’s needs and providing quality products and
services that exceed their expectations. A strong community commitment is incorporated into our work whenever
possible. We look forward to the journey with passion.
Mission:
Our passionate and creative team will innovatively provide small project facilitation, business writing and grant
writing to clients expecting high quality results, reliability and excellent customer service.

Indigo Airlines has come out with a few television Commercials and online advertisements to promote itself.
Indigo Airlines does a lot of promotions through billboards/hoardings. The aim of the promotions is to increase
the user base and also rope in new customers.
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Its Broadway campaign which announced Indigo Airlines going international was done by Wieden+Kennedy
creative agency. It communicated its key offering of reaching everywhere on time and also announced its
international operations. Indigo Airlines collaborates with bank for its promotions, for example the Indigo-ICICI
bank promotion where one would get a cashback if one books the tickets using a ICICI debit or credit card.
Pricing Strategy:
Indigo Airlines is present in a very competitive airlines segment in India. Price is what gives Indigo its edge over
other competitors, therefore it is an important component of it marketing mix. When consumers compare prices
they find that Indigo Airlines provides them with low fares and quality, on time services. Indigo’s cost control
department has a huge role to play in this.
It makes optimal use of technology to determine the petrol needed to travel from one place to another. Aviation
turbine fuel prices constitutes about 40% of the operating cost of an airline. Indigo Airlines saves huge cost on
this very expensive resource. It provides optional services of meals which are prepaid.
The consumers have to buy their meals in case they want to have anything on board. With these little knacks it
controls its cost.
Indigo Airlines gives discount to senior citizens and students. It gives seasonal and time to time discounts on its
mobile app and website. There is a fee charged on flight cancellations and rescheduling.
35. Titan
Contact No 1800-266-0123
Email-id customercare@titan.co.in
Company Size 10000+
HR Raj Narayan
Most selling product Wrist Watches
Vision:
We create elevating experiences for the people we touch and significantly impact the world we work in.
Mission:
We will do this through a pioneering spirit and a caring, value-driven culture that fosters innovation, drives
performance and ensures the highest global standards in everything we do.

Titan has successfully used marketing communication to its advantage to reposition them whenever it was needed.
They have marketed themselves through Print, television and digital media in their marketing mix promotion
strategy.
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Titan has had a lot of association with celebrities such as Aamir khan, Mahendra Singh Dhoni, Vir Das and
Katrina Kaif. Over the years’ Titan has come up with excellent campaigns and advertisements. They have always
kept the brand above the celebrities and designed their advertisements around a story and crafted beautiful
messages.
Titan Raga’s brand advertisements have always shown the image of the modern progressive Indian woman and
her views on workplace, motherhood, marriage etc. The advertisements are created by Ogilvy & Mather creative
agency and they have been a huge hit.
To launch Titan Juxt, Titan chose Vir das as their brand ambassador to connect with the youth which were the
primary target segment of the smart watch. To increase its brand awareness and visibility Titan has time to time
sponsored events, tied up with FM radio to reiterate its message and sales promotion.
Pricing Strategy:
Titan watches have diverse price range. Titan doesn’t follow just one pricing strategy in its marketing mix. It has
prices for masses which start from Rs. 350 to Rs.600. One ones which are very popular lie in the range of Rs. 600
to Rs. 900. Titan has a premium, super premium and an exclusive Connoisseur price segment.
Each of their collection is differently designed and priced. Titan Sonata is one of the highest selling watches in
India, despite its stylish looks and amazing features it is affordable and offers long lasting value to the consumers.
The range offers affordable prices from Rs.400 to Rs.3600. Even within the collection titan has different price
segment. Titan Raga has watches starting from Rs.2000 to 18,000.
The edge collection has a little higher price range from Rs. 9,000 to 20,000. They also offer great and reasonable
prices in pair collection. Titan also provides gift cards in the denominations off Rs. 500, 1000, 2000 and 5000.
36. Asian Paints
Contact No 022 – 6218 1000

Email-id customercare@asianpaints.com
Company Size 10000+
HR Aashish Kshtery
Most selling product Paints
Vision:
We want to be an innovative, agile, and responsive world class research and technology organization that’s
aligned to future customer needs and catalyzes the growth of the company across existing and future businesses.
Mission:
To provide paints as per market demand, ensuring desired level and quality of customer service, continued
availability of the right product mix of right quality at the right time.
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Asian paints has always focused on marketing. In the early 1950’s the company used the tagline "Don't lose your
temper, use Tractor Distemper" to promote their brand Tractor Distemper. To target the middle class segment,
the company created a mascot “Gattu” which was created by famous cartoonist R.K. Lakshman. The mascot
helped Asian Paints to increase its reach among middle class segment as it appeared in print and electronic media
advertisements.
With time, the promotional strategy in the marketing mix of Asian Paints became more extensive and focused on
brand awareness. Asian Paints associated with the advertising agency Ogilvy & Mather which came up with the
tagline “Har Ghar Kuch Kehta Hain” that instantly connects with people. In the year 2000, the company replaced
the mascot “Gattu” with company logo. Asian Paints has roped in popular Bollywood actor Ranbir Kapoor, actress
Deepika Padukone and Cricketer Rahul Dravid as their brand ambassadors.
To promote their product Apex Ultima Protek it has used hashtags “#Barishkoaanedo” that wishes to convey that
the walls painted using Apex Ultima Protek will sustain heavy rains. It carried out several contests on social media
like #DonateAWall to attract customers. Its website is interactive and provides users to upload a picture of their
walls and virtually observe different shades of paints on the wall.
Pricing Strategy:
Asian Paints products are priced higher than its competitors due to the quality and standards maintained by the
company. The Royal product range is priced premium targeted to high income groups. For medium and economy
segment, Asian Paints follows value-based pricing strategy. The price also varies as per the exclusive features in
the product type.
The pricing decisions are also affected by the raw material used for making that paints hence increase or decrease
in the price is also observed. During bulk purchase the company offers discount to its customers and it provides
incentives and volume discount to its distributors for high. Hence the overall pricing strategy in the marketing
mix of Asian Paints is based on product quality, competition and the solutions required by the customers.
The painting consultancy services are higher as compared to other paint service providers. Asian Paints’ primary
target consumers are construction company and contractors hence it provides volume discounts for exclusive
purchase of Asian Paints products.
37. Apollo Tyres
Contact No 1800-212-7070
Email-id apollodirect@apollotyres.com
Company Size 10000+
HR Tapan Mitra
Most selling product Tyres
Vision:
“Nurturing Entrepreneurs through Partnerships”
Mission:
“Nurturing and facilitating entrepreneurship to build a truly global enterprise by providing a platform of over
three decades of business experience, reputation, corporate strength and environment conducive for growth of
all.”
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Apollo tyre has become a big brand in tyre industry with the help of innovative marketing strategies. The prime
objective in the promotional strategy in the marketing mix of Apollo is to have a complete and comprehensive
marketing campaign.
Apollo tied up with Manchester United Football club for promotions and branding. This has worked really well
for the company and has helped to increase its brand value. The company also engages in strategies like running
tyre loyalty programs, better contact with its customers to encourage them for better driving habits. The
advertisements of its product strikes a chord with its customer as it emphasizes on durability and long life of
product.
Apollo company public relation strategy ‘Adopt a pothole’ won Cannes silver lion award. This was a smart
campaign move which got high customer engagement with customers. Apollo Tyres ltd. brand Vredestein social
media campaign #RockTheRoad (music video by DJ Hhardwell) won Global Dolphin Award at Cannes in
integrated communication category. Apollo also promotes Indian tennis players and sponsoring tennis
competition which brings brand awareness among youngsters to the company.
Pricing Strategy:
Apollo Tyre ltd. face tough competitors from the market leader MRF and other companies like JK tyres,
Bridgestone, Ceat etc. Hence the pricing strategy in the marketing mix of Apollo is mostly a competitor pricing
strategy. Apollo uses penetrative pricing strategy to gain more market share by offering low price for new product
as an initial offer to lure customer from competitors.
There are some other brands like JK tyres, Goodyear etc that also that uses the same pricing strategy but it is the
quality and service provided by the Apollo company that sets it apart from its competitors. A typical car tubeless
tyre from Apollo would cost around Rs. 4000-4200 and a HCV tyre would cost around price range of Rs. 17000-
17500. Apollo Tyres ltd has got good B2B connect with automobile companies like Mercedec, Volkswagen etc
and it sells its product at competitive price.
38. LIC
Contact No 022 6827 6827

Email-id customerzone_bangalore[at]licindia[dot]com
Company Size 10000+
HR K.B.Saha
Most selling product Insurance Policy
Vision:
"A trans-nationally competitive financial conglomerate of significance to societies and Pride of India."
Mission:
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"Ensure and enhance the quality of life of people through financial security by providing products and services
of aspired attributes with competitive returns, and by rendering resources for economic development."

The product of LIC is intangible in nature involving customer involvement and loyalty in highly competitive
market. Life Insurance Corporation has strong market share. With the emergence of new insurance organizations,
LIC has to maintain its dominant position.
LIC has used print and broadcast media exclusively. LIC advertisements feature in many national as well as local
news papers and magazines. It shows returns on the product and tax benefits from it. The television commercials
for LIC appeal to emotions of consumer by depicting importance of life insurance for the family when the earner
of the faminy is no more.
It ends with the tagline of 'Zindagi Ke Sath Bhi, Zindagi Ke Baad Bhi' (With you during and after your life). LIC
also involved in co promotion at various exhibitions, seminars for other products like real estate, medical services.
The communication with customer is maintained through multiple channels like IVRS, Call centers, Customer
zone, SMS, e-mail, website and social networking sites.
Pricing Strategy:
The main objective of LIC is to offer adequate financial cover to all insurable persons at reasonable and affordable
cost. In 2017, LIC's market share for number of policies was 76.09% and sold 20 million new policies. The
product range of LIC is varied and so is the price range. The website is equipped with a 'Premium Calculator '
service wherein the premium for each scheme of Life Insurance Corporation can be calculated.
It depends on variables like age, term and sum assured. The payment of the premium can be paid by cash, cheque
or DD at cash counter of any LIC branch. Apart from this for ease of customers, premium can also be paid through
Alternate channels as described on website. Keeping up with the implementation of GST by Government of India,
LIC has replaced the service tax from earlier transaction with GST. The Tax rate will be different for different
schemes. It will also be charged on interest of delayed payments.
39. Lupin
Contact No +91 22 6640 2323.

Email-id rajvardhansatam@lupin.com
Company Size 10000+
HR Ajay Tiwari
Most selling product Medicines
Vision:
Lupin Pharmaceuticals, Inc. is committed to bringing innovative products for the healthcare professional to
improve the health and well being of individuals.
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Lupin Pharmaceuticals, Inc. is well positioned for growth in the US market. We can capitalize on the strengths of
our parent company, Lupin Limited:
• Scientific expertise to develop new and improved products and product line extensions;
• Manufacturing technology, expertise and infrastructure;
• Financial resources.
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.
Promotional & Marketing Strategy :

Lupin collaborates with other players in the industry for co-promotional activities. Its agreement with Boehringer
and Eli Lilly are some of the examples for this phenomenon. It has a strong field force for each of the business
units it is working in. for example in diabetes related segment Lupin holds strong 400-member field force. Its
sales representatives go to doctors and promote Lupin’s medicines.
As physicians are more important in prescribing medicines to patients most or all the marketing activities are
targeted towards them. It promotes the brands to doctors and pharmacy stores. It gives good sales promotions to
existing and new clients with customized propositions to each of those customers.
The logo of the company is Lupin flower and it is named after the same. The reason for this is the traits of the
lupin flower like nourishing the land where it grows and Lupin’s objectives are closely related to this
phenomenon. It provides information about the company in its website and press releases. Hence, this covers the
marketing mix of Lupin.
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
Email-id sec_nirma@nirma.co.in
Company Size 10000+
HR Gaurang Mama
Most selling product Detergents & Soaps
Vision & Mission:

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Nirma is a customer-focused company committed to consistently offer better quality products and services that
maximize value to the customer.
This customer-centric philosophy has been well emphasized 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 ehavior towards organization, 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 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
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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.

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 analyzed 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+
43
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.

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

44
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.

Nestle has always come up with some unique marketing ideas when they need to brand their products. The overall
marketing mix promotional strategy for Nestle focuses on extensive advertising and marketing for its individual
brands and products.
When Nescafe came up in the market, they brought Nescafe tunes which are still talked about it. They have always
tried to push their brands to the consumers. Let’s take the example of Maggi which they associated with 2 minute
snacks which can easily be prepared by the mothers. This made it pretty famous among the kids and mothers.
They have always focussed on the quality and nutritional values of the products. Strong presence of Maggi and
Nescafe at the ground levels has made them to push in the sales and promotions. It has always followed above
the line marketing strategy. It is the strong product portfolio that makes it different from its competitors. Nestle
uses all media like TV, hoardings, print, online ads etc for its promotion.
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.
44. Britannia Industries

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Contact No 033-71157041
Email-id sonarajora@britindia.com
Company Size 10000+
HR Arindam Chakraborty
Most selling product Biscuits
Vision:
To dominate the food and beverage market in India with a distinctive range of “Tasty Yet Healthy” Britannia
brands.
Mission:
“We want to be a part of our consumer- at home, out of home, a natural part of his life”

Since the brand, Britannia is present for more than 100 years, perception about Britannia is always good and
enjoys high brand recall among consumers, this tends to be a great advantage for Britannia. Advertisements for
Television, print media and billboards are few of the many techniques used by Britannia in their promotional
marketing mix.
Britannia has signed agreements with famous personalities to promote their brand, but this has been different for
different products. A bigger part of their promotional activities is done in the sports sector. Britannia logo tagged
cricket bats endorsed by international players plays an important promotional activity.
Britannia also promotes their product as “essential for good health”, this captures the mind of consumers as
nowadays people tend to be more conscious about the nutrient value of what they consume.
Pricing Strategy:
Britannia is one of the leading food brands in India. The food manufacturing industry is very competitive. The
base of Britannia’s marketing mix pricing strategy is competition. Also the primary segment for being middle
class people, who are highly price sensitive, forces Britannia to play price war with its competitors.
Britannia tries to bundle its products, which in turn reduces the price of their products, specially this can be seen
in their products which are designed for the family packs. Their strategy of discrimination of prices help them
earn larger profits from consumers who are willing to pay for healthier products and greater benefits.
The price of Britannia products is very much comparable with its competitors, especially with that of Parle
products, and they are almost the same.
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45. KFC
Contact No (866) 364-0862

Email-id letstalk@kfc.com
Company Size 10000+
HR Aman Lal
Most selling product Meal Combo
Vision:
"To sell food in a fast, friendly environment that appeals to price conscious, health-minded consumers."
Mission:
To serve finger lickin' good food to all our customers!

KFC has a website as well as presence in social networking websites like facebook, Twitter, Instagram and
YouTube. It also has depended on mass media for promotion. The KFC advertisements appear in print as well as
broadcast media.
Print media include newspapers, magazines featuring tempting display of KFC offerings, special offers and prices.
It also uses billboards and hoardings on internal city roads as well as highways for advertisements. It is famous
for its taglines like 'Finger Lickin Good', 'Nobody Does Chicken Like KFC' and 'So Good' and these are always
included in the promotional activities.
It was found that KFC commercial is seen at least once a week by 185 million viewers. In India recently they
have introduced 5 in 1 meal box wherein more products are given as compared to competitors. They launched
this activity through Mumbai famous Dabbawallas. Also the box given through this was capable of providing
mobile charging.
Pricing Strategy:
The menu at KFC is offered at affordable prices and they have adopted inventive strategies to compete in different
markets. In 2013, sale of KFC had reached $23 billion. The parent brand of KFC is on 201st position of Fortunes
listing with revenue of over 13$ billion.
The target segment for KFC is families of young people in urban and semi urban location belonging to upper
middle class or middle class. When nit entered the market, the prices were higher which were gradually reduced
later on to target lower income group.
The price is also comparable to the competitors. KFC offers differential pricing. The products are available as
individual as well as bundles or combos. The pricing of bundles is less as compared to combined price of all the
products. It is especially lucrative in price sensitive markets like India.
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46. Dominos
Contact No 1860-210-0000
Email-id guestcaredominos@jublfood.com
Company Size 10000+
HR Biplob Banerjee
Most selling product Pizza
Vision:
Our vision is to lead the internet of food in every neighbourhood.
Mission:
Our mission is to redefine convenience by creating inspired food, picked up in three minutes or safely delivered
in 10.
Promotional & Marketing Strategy:’

Dominos does promotion and advertising aggressively in its marketing mix. Dominos does majority of its
promotions on its websites, mobile apps and personalised SMS to individual customers to gain more attention by
making them aware of the new offers and discounts.
Dominos also promotes itself through TV commercials where it claims to deliver pizza with a 30 minute guarantee
for home deliveries. It also tied up celebrities regionally to better connect through the Dominos advertisements.
Dominos also has featured in many newspapers also for various new innovative products it launches in its menu.
Dominos also offers various discount promotions on various days of a week ranging from 10% discounts to full
pizza free, also any side dishes free and bundling techniques are used to attract customers.
Pricing Strategy:
Dominos has got a very competitive pricing for its pizzas. Since Dominos has two major competitors which are
almost equally or even more spreaded than it is it has to keep competitive prices. The prices are differentially
done with three sizes available and the non-vegetarian pizzas being charged relatively higher.
Also the pricing of pizzas and other eatables in its marketing mix is so done that the segment one size is catering
to does not overlap with the other. Also as we go on customizing the charges are on the basis of part added to the
pizza. The side dishes do not have choices and are priced at one price.
The beverages sold by Dominos are quite higher than that of normally sold at the general market because of the
convenience.
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47. Peter England
Contact No 080-6759 3844

Email-id customerservice@madura.adityabirla.com
Company Size 10000+
HR Nilotpal Mukhopadhyay
Most selling product Formal Wear
Vision & Mission:

The brand's vision is to become the most loved apparel brand of India offering clothes and accessories of
unmatched value, to help young consumers realise their full potential. Its core values lie in its goal to be its
consumers'' preferred choice while being the country''s most trusted as well as the most exciting brand to be
present in the retail sector.

As part of the promotional activities undertaken by the brand, the brand works to establish a good communication
link by selling quality products that satisfy the needs of the target segment through “Product plus Brand Imagery”.
Peter England promotes itself as the honest shirt that stands for an element of simplicity which promises honest
quality of material used at an affordable and honest price. This concept of the company is popularized in
vernacular as well through outdoor media campaigns and usage of television as an extensive medium to focus on
sales.
The company also sponsors various male oriented programmes like News, cricket and Crime thrillers. Peter
England is also a partner of the IPL team, Chennai Super Kings as the official off-the-field apparel partner of the
team. The company also has a unique and efficient loyalty rewards program for its members who shop frequently
from the brand as part of which customers can earn points on the go with every purchase that they make.
Pricing Strategy:
Apparel produced by Peter England falls under the mid-price segment. Customers who are neither too sensitive
to price, nor the ones looking for superior and luxurious clothing opt for a brand like this. The company follows
a competitive pricing strategy in its marketing mix wherein the value can be communicated well to the consumer.
Costs incurred as part of the manufacturing processes are recovered through the pricing mechanism adopted by
Peter England. The shirts produced by the company sell in a range of prices between Rs 700 and Rs 1400. The
company has also launched a line of luggage items, for the modern day consumer. This line is priced at a modest
and humble range between Rs 1000 and Rs 4000.
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48. Whirlpool
Contact No +91-124-4591300
Email-id helpdeskindia@whirlpool.com
Company Size 10000+
HR Rachna Kumar
Most selling product Electronic items
Vision:
Be the best kitchen and laundry company, in constant pursuit of improving life at home
Mission:
Earn trust and create demand for our brands in a digital world

Whirlpool uses a complete 360 degree communication in ensuring good communication of its products. Being
home appliances brand, Whirlpool has always tried to reach the maximum audience for its product advertisement.
The company has shown maximum interest in television advertisement compared to the media. As more of
Television is broadcasted in households only. The company has organised many marketing and public relation
events like sponsoring for cooking shows.
Nowadays the company is more into the small home appliance like electric induction, electric cattle which is
highly useful for modern households. Whirlpool has invested hugely in social media marketing as it directly
connects a company to the targeted audiences.
The company has also been in environmental cause showing an air purifier product. This is emotional marketing
company is doing to get attached to its customers.
Pricing Strategy:
Whirlpool mostly follows a competitive pricing as a part of its marketing mix strategy. Mostly consumers are
highly priced sensitive. The company has the competitive pricing strategy. Here the prices are compared the
market availability of the same products from different brands.
Whirlpool is the market leader in tough competition from Godrej and Samsung as well. The company has a strong
capital share and its markets share of refrigeration is increasing with increase in its technological functions. Air
purifier segment which is new in its own kind, the Whirlpool is highly working over this technology to make air
purifiers more affordable in the Indian market.
Also, after sales services is another factor in the company strategy to earn income. The company has service
centers in all most all tire 1 and tier 2 cities. Henceforth, managing to gain more income from services and spare
parts as well.
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49. Pepsico
Email-id consumer.feedback@pepsico.com
Company Size 10000+
HR Pavitra Singh
Most selling product Soft Drink
Vision:
Be the global leader in convenient foods and beverages by winning with purpose.
Mission:
Create more smile with every sip and bite.

Pepsi mainly targeted its food products to the youth and family. The branded CSD is targeted to the youth. The
promotion is also done in that format. They are promoted using the famous movie stars or the well-known faces
so that the people can easily relate.
The promotional strategy in the marketing mix of Pepsi uses all possible media channels like TV, print, outdoor,
online ads etc for a 360 degree branding. Pepsi has sponsored global events like world cups of football, cricket
etc across the world apart from sponsoring global lifestyle, music etc events. They also have a high and powerful
promotion policy for all the chips they have like Lays and Kurkure.
As a global beverage & snack brand, Pepsi mainly targets the media to make their presence felt in the market.
Lipton is marketed to the higher end of the customer. The Tropicana brand is also targeted to the fitness oriented
people. The people who are also preferring the healthy options of drinking also prefer this products.
Thus they promote in a way which attracts the people who are health conscious and the ones who are interested
in having the healthy food. Pepsi has also been involved with global brand ambassadors who are film stars, famous
sports personalities etc.
Pricing Strategy:
Pepsi products are priced according to the demand of the customers. The price in the Pepsi marketing mix would
be complete only after studying beverages, snacks and other products offered by the company. The CSD are
priced at different rates depends on the competition and the customers pocket.
They have various sizes of bottles offered at various rates. This are priced according to the quantity of the drinks
supplied. The promotion is also done keeping in mind the targeted customers. The Tropicana beverages offered
by Pepsi Co are priced a bit high as they are targeted to the health conscious people.
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They are promoted in the same way, showing the health conscious people and the people are made to relate this
drink to the people who work out or the people who are concerned to with the healthiness of a drink. Lipton is
also a bifurcation of this segment but they are mainly targeted to the niche customers.
They are priced accordingly, a bit high as a reason of that. The chips and other things are priced accordingly,
depending on the quantity one wants to buy. The marketing mix pricing strategy of Pepsi is mostly driven by its
most important competitor Coca Cola and the demand from customers.
50. Starbucks
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.”

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.
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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.”

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.
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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.”

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.
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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.”

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
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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
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.”

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.
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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.”

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.
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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
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.”

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.
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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.
57. Coca Cola
Contact No 1800-208-2653
Email-id indiahelpline@coca-cola.com
Company Size 10000+
HR Nishi Kulshreshtha Chaturvedi
Most selling product Soft Drink
Vision:
Offering the world a portfolio of drinks brands that anticipate and satisfy people's desires and needs
Mission:
“to refresh the world in mind, body, and spirit, to inspire moments of optimism and happiness through our brands
and actions, and to create value and make a difference.”

Coca Cola sets the bench mark for advertising and branding. The promotional strategy of Coca Cola focuses on
aggressive marketing through ad campaigns using media like TV, online ads, print media, sponsorships etc. Coca
Cola engages in the following major sponsorship events like American Idol, BET Network, NASCAR, NBA,
NCAA, Olympic Games, FIFA worldcup etc.
Coca Cola also launches TV advertisements in various national languages across the globe. In India in March
2016, Coca Cola launched “Taste the Feeling” Campaign which seeks out to remind its customers about the
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joyous and happy moments Coke brings to their lives. He was chosen so as to connect well with the Indian youth.
The ads were telecasted frequently across various channels.
Special incentives are given to the distributors and retailers for pushing Coke products. Also these retailers are
given refrigerators and Coca Cola hoardings for advertising the brand. At supermarkets, special emphasis is given
on the shelf spaces to generate more visibility of its products. Coca Cola also engages in various CSR activities
to help support environmental and social issues across the globe.
Pricing Strategy:
Coca Cola follows a 2nd degree price discrimination strategy in its marketing mix. In the sense they charge
different prices for products in different segments. The beverage market is considered to be an oligopoly in which
there are few sellers and many buyers.
Coca Cola and Pepsi are the dominant players. Coke products are priced similar to that of Pepsi products in that
particular segment. If Coke prices its products too high as compared to Pepsi in a particular segment, then the
consumers might switch especially in developing countries where the consumers are price sensitive.
Hence both come to an agreement of maintaining price parity in each segment. However, Coca Cola offers
discounts on bulk purchases by sometimes even bundling the products.
58. BMW
Contact No 1800 102 2269

Email-id contact.india@bmw.in
Company Size 10000+
HR Aparna Dhingra
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.

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.
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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

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.
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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
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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
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.
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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.
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Mission:
To become a research based international pharmaceutical company.

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:

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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!

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
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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.”

Maybelline provide discount coupons and promotions in local magazines and newspapers. The customers can
also sign in for their newsletter which will be mailed to the inbox of the customers with the relevant offers and
promotions as well as available new products.
Maybelline uses all possible media channels to promote and advertise its brand. TVCs, online ads, print media
are uses effectively by Maybelline to promote the entire product portfolio. Various global events, shows, beauty
pageants are organized by the brand.
Pricing Strategy:
Maybelline is a premium product and targets to the affluent urban female and working-class women as well as
teens and young adults from upper class society. The prices are high and they are considered as luxury items in
USA. Maybelline products are available in the range of $10 to $100 depending on the kind of product.
Thus premium pricing strategy in its marketing mix helps the brand serve a niche customer which its high quality
product-line.
65. Hersheys
Contact No 1800-221-456
Email-id consumercare@hersheys.com
Company Size 10000+
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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”

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
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Email-id customer.care@reebok.com
Company Size 10000+
HR Mujtaba
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.

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
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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.”

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.
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68. Louis Phillippe
Contact No 080-6759 3800

Email-id happytohelp@louisphilippe.com
Company Size 10000+
HR Sanjukta Sarkar
Vision:
To make the LP brand available at every city through an efficient distribution channel.
Mission:
A promise of quality & services.

Louis Philippe was originally positioned as a brand for the youth. However, with the introduction of its sub-brand
“Crest”, it no longer remains a brand for the youth but a well-accepted brand by all the segments of customers
and it wants itself to be perceived as a “winner”.
The brand symbolises of being "Achieved". Very rarely brands attain this kind of status. Louis Philippe is the first
brand to experiment with the introduction of iconic collections. Periodically the company introduced exciting
range of collection so that they can retain the excitement of their consumers. Consumer values keep on changing
as the other players offer and attract them.
Thus, innovative products and promotion strategy plays an important role which the company proved by
launching various products from time to time. Louis Philippe has introduced the Luxure brand in stores across
India in November 2008. This premium collection supports brand Louis Philippe's promise to deliver excellent
style to discerning customers who appreciate the subtle quality and style.
With Luxure, consumers have access to exquisite apparel, superior craftsmanship, high end materials and delicate
aesthetics. All of these are the core values and the legacy that describes Louis Philippe. The brand relies on print
ads in magazines and newspapers for promotions primarily.
Their print ads are very carefully drafted and in all the ads it is made sure that the brand itself comes out as the
star instead of the models. Now, the brand has extended its operations to become a complete menswear brand,
but earlier it was just known as a shirt brand.
The competition met by Louis Phillipe is high as there are many other brands operating in the same segment. The
brand recently has associated itself with games such as golf and thereby tries to establish connection and an
emotional relationship with the segment of target audience which values perfection and quality
Pricing Strategy:
Louis Philippe has always followed the strategy of premium pricing to differentiate itself from the “me-too
brands” and to create an exclusive band for itself. In fact, it further priced its products to create an upmarket slot
and the same was perceived by customers and this also was backed by maximum value which redefined the image
of this brand as premium.
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Louis Philippe used high quality Cotton from the best of sources. Not only this, but the perfection and comfort of
the clothing are evident from the exquisite range of their innerwear which is made from the softest cotton and
their shoes which are made from the best quality leather. They have a range G&K which is priced in the top
bracket and almost at the double price of its other premium range.
69. Quaker Oats
Contact No 1-800-367-6287
Email-id customercare@quaker.com
Company Size 10000+
HR Valleri Phillips
Most selling product Oats
Vision:
We aim to inspire a healthier and fitter India through our products, enabling millions to do more of what they
love doing!
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.

Quaker Oats’ promotional campaign focuses on different ways of promoting using different channels which
include both traditional channels such as print media and modern channels such as digital media. The brand keeps
an eye on the latest promotional trends prevailing in the market and accordingly decides on its own promotional
strategy.
To expand the usage of Quaker Oats’ , the company had an innovative campaign executed in the month of October
in different media such as print and digital. It gave the customers various cooking recipe options for making
cookies, muffins and oatmeal by using Quaker Oats.
Various social media platforms such as Facebook, Instagram, Pinterest etc. were also used. Additionally, the
company took help of several well know culinary experts and other influencers by making series of videos. The
response to this action was found to be positive and it was estimated that more than eighty percent of the
consumers respect these influencers and this helped to boost the sales.
Apart from this the company has understood the importance of using the mobile technology and as a medium to
improve the awareness of the brand. Quaker Oats went out to consumers and ran a campaign in which they asked
pin pointed question to seed a thought in the mind of the consumers that whether their present breakfast is healthy,
convenient to make, interesting enough to have, quick to make and so on.
Normally, Indians are likely to skip breakfast due to one of the above reason not met to their satisfaction. The
company made the consumer aware that Quaker Oat meets all the dimension that an Indian consumer looks for.
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.
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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.
70. Times of India
Contact No +91-120-6776999
Email-id happytrips.grievance@timesinternet.in.
Company Size 10000+
HR Amit Das
Most selling product Newspaper
Vision:
We are a global company with cosmic consciousness served from India, aggregating audiences to network brands
transiting through print.
Mission:
To be the leading provider of news, by providing timely, accurate and multi- dimensional news.

Previously, the promotional strategy of The Times of India was directed to the functionality of the newspaper.
But with changing times and increased competition, they are trying to project themselves as chronicle aspirations
of the Indians.
In terms of promotion, it always gets involved in banter with its competitor the Hindu and hence comes up with
innovative promotional strategies in advertisements, digital promotions like banner ads. To maintain a
competitive advantage Times Of India go for the door to door selling and features videos on their websites as
well as television media to promote their product.
The Times Of India is one of the forerunners of viral marketing strategies and has successfully covered all the
possible touch points in a city beginning from shops, tea stalls, malls and even billboards in buses, road dividers
and across prominent locations in the roads. Apart from this, it organizes events like Mega Trade Fair and TOIFA
to increase its nationwide presence.
Pricing Strategy:
The Times Of India faces stiff competition from the Hindu and hence it always adopts a competitive pricing
strategy to be ahead in the race. They follow a marketing strategy called the Princer Movement Strategy that asks
it to go for audacious pricing.
To retain the competitive advantage especially in the south Indian market, it has targeted the readers of its
competitors and lowered their subscription rates. Times Of India is one of the leaders as far as media advertising
through news platforms are concerned.
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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:
• Leading the industry with our steadfast commitment to HSE policy;

• Developing a far-reaching and diverse client base;
• Becoming the EPC employer of choice;
• Always being mindful of the world economic dynamics and reacting accordingly.
Mission:
The Fossil Group of Companies is dedicated to our clients' successes by providing innovative solutions, designing
and safely constructing the highest quality facilities on schedule and with integrity, leadership and skill. Our
clients' successes are our successes.

Fossil has always banked upon the idea of developing distinct design that reinforces their unique strength. They
have built their curated collection which are extremely functional and detailed. All around the world their stores
have a touch of vintage concept and have an ambience that is comfortable, cozy, well-lit and pleasant. Fossil run
a lifestyle blog and are active on all social networking websites.
Another important aspect to their promotional concept had been developed back in the time during 1985 when
they had launched their Fossil watches. Their designs were created in such a way that it appealed to the masses
because of a retro touch and to add to this feeling they packaged their watches in tin cans which was primarily
done to make the consumers feel more nostalgic.
Further, their watches were also sold in wooden boxes. During that era, Indiana Jones was quite popular and
featuring models in their ad campaigns made them a hit, directly increasing their sales to ten times within two
years. In 2015 they had launched a campaign #CallingAllCurious that featured artists, directors, photographers
and fashion bloggers. It was a campaign through which the brand tried to study those products in their line that
blended into the world around us.
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Consumers were actively encouraged to participate in it through Instagram. Their collaboration with some of the
most renowned classic brands has given them an edge as they design, manufacture and distribute the products.
Some of the popular examples would be Emporio Armani.
They offer classic watches where their styles were infused with heritage and enduring design. Their classic design
was skewed to male consumers. Fossil had also started a “shop-in-shop” which included promotional merchandise
and Fossil products as part of its sales promotion strategy.
Their Boyfriend watches have been quite popular that add a touch of masculinity for women. They have invested
more in technology and the acquisition of Misfit has been a prominent step towards that. Hence this concludes
the marketing mix of Fossil.
Pricing Strategy:
Fossil categorizes its watches into four segments: fine watches (ranging from $150 to $20,000), premium-branded
and designer watches, contemporary fashion watches (ranging from $40 to $149) and mass market watches ($5
to $39).
When it comes to brands like Fossil, Michael Kors, Tory Burch, the products are concentrated on the mid-priced
range as compared to its competitors. Millennials treat watches not only as timepieces, but also as fashion
accessories. Hence the mid-price segments attract them more as they can buy several watches with different styles.
72. United Colors of Benetton
Contact No +880-02 55668070

Email-id complaint@ucb.com
Company Size 10000+
HR Umesh Tripathi
Vision & Mission:

As a globally responsible company in social, environmental and economic terms, UCB wants to be committed
for present and future generations. To contribute growth in the communities the company operates in. Also
balancing wealth with greater social and environmental equity.

The medium of promotion for United Colors of Benetton is through newsprint, digital media and TV
advertisements. What sets these advertisements apart is that the brand deploys something called “shockvertising”.
These advertisements touch sensitive socially relevant topics like racism, unity in diversity, stop-war campaigns,
infant mortality rates, homelessness, stopping violence against women, AIDS awareness and religious tolerance.
The advertisements are such that the same ads are featured across the world and the subjects and objects in them
garner shock from the viewers. This definitely draws the attention of the consumer and is both a remarkable
marketing strategy and a controversy magnet. United Colors of Benetton also sponsors various sports team since
1983 and is known to sponsor Formula One known as Benetton Formula, rugby teams called Benetton Rugby ,
basketball teams known as Treviso basket and volleyball team known as Sisley volley.
In India the brand has collaborated with another company called Devbhumi in Uttarakhand state of India to
empower over 60,000 rural women artisans in India. The brand has launched a campaign called ‘The unemployee
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of the year’ communication campaign which aims to support unemployed youth by launching a online campaign
to sustain 100 projects by these youths.
United colors of Benetton has launched a campaign called the “Unhate Foundation” whose objective is to fight
the culture of hatred and imbibe tolerance in the hearts of the people.
Pricing Strategy:
United Colors of Benetton offers high quality apparel at a slightly premium price, which has a high demand as
well. The brand focuses on fashion and authenticity and boasts of offering its products at a “democratic price”.
All the products of United Colors of Benetton are moderately priced as compared to its competitors despite
offering a wide range and varieties in its creations.
73. Liberty Shoes
Email-id online@libertyrevolutions.com
Company Size 10000+
HR Parveen Kaushik
Vision:
To ensure that the method we use is the latest technology the world over. To follow the highest standards of
honest workmanship in whatever we make. To walk the extra mile to ensure customer satisfaction worldwide. To
remain a true cosmopolitan. to the spirit. To remain a great corporation to associate with, to work for. To know
that We are about People.
Mission:
We invest in technologies that will help us create products that will delight the customers. The global technologies
and our team of talent allows us to create global innovations and deliver them at competitive prices. We believe
in and promote ethical high quality dealings.

Liberty shoes uses the traditional method of promoting its products through digital media, print and TV
advertisements. It also endorses lesser known sportsperson to push some of its brand. It does so as to draw an
emotional connect between the customers and the endorsees.
To woo kids, Liberty shoes brings out a range of footwear featuring famous movie characters like the avengers
from time to time. The company has ventured into high fashion and has tie ups with famous designers like Rohit
Bal, Rajesh Pratap Singh, Rina Dhaka, Rohit Gandhi, Ashish Soni and Suneet Verma to curate footwear to match
their fashion apparels.
Liberty group is also engaged in CSR activities and have “HumanTech” centres that are manufacturing units
known to recycle water, reduce dust and have minimal to no noise pollution. It is also known to give freebies to
children who have done feats of bravery and courage. All these activities further help in promoting Liberty shoes’
brand image.
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Pricing Strategy:
Liberty shoes offers a wide range of products to its customers covering every age group and income category.
The products are priced based on their type and come at different price levels. The brand also offers discounts up
to 50% during a sale and offers in which customers can get vouchers and discounts based on previous purchases.
Some of the Liberty shoe products like those based on high fashion are premium priced owing to the horde of
famous designers who have designed it.
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.

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.
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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
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.

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.
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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.

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.
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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.

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.
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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 focused 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
Email-id support.in@oppo.com
Company Size 10000+
HR Girija Dhamnekar
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.
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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.

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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.
80. Procter and Gamble
Contact No +91-22-24942113
Email-id einward.ris@karvy.com
Company Size 10000+
HR Srinivas
Most selling product Personal Care
Vision:
“Be, and be recognized as, the best consumer products and services company in the world.”
Mission:
“We will provide branded products and services of superior quality and value that improve the lives of the world’s
consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit
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and value creation, allowing our people, our shareholders and the communities in which we live and work to
prosper.”

P&G promotes its brands and products through various means such as Advertising, Direct Marketing, Public
relations and personal selling. Procter and Gamble uses TVC, print and online media to promote the brand through
advertisements.
P&G also uses celebrity endorsements for the advertisements. It has capitalized on internet marketing by
launching its own website and where a consumer can find information about the product and purchase the product.
The company uses direct marketing to sell its products to its corporate consumers.
Personal selling is applied when a new brand or a new product of an existing brand enters the market. P&G gives
sponsorships for various TV shows and events under its public relations activities.
Pricing Strategy:
P&G follows different pricing policy for different brands under it. The price of Procter and Gamble produts
mostly depends on the quality of the product and its brand value. P&G uses three different pricing policy to gain
market share and generate revenue i.e. competitive pricing, penetrating pricing and premium pricing.
The Brands whose sale is affected a lot by its competitors, a competitive pricing policy is followed as a part of its
marketing mix. If the competitor decreases its price then there are high chances that it would have an effect on
sale of the product and thus the product has to competitively priced.
When P&G enters the market or wants to create a new consumers base, it tries to capture market by following
penetrative pricing policy. P&G prices it products of similar quality that of competitors at a slightly lower price
to gain market share.
The brands also provides high quality products that are targeted at a segment that can afford these products. P&G
charges premium for these type of products. P&G doesn’t offer many discount and coupons on its products instead
spends extra on advertising.
81. Patanjali
Contact No 1800-1804-108
Email-id customercare@patanjaliayurved.net
Company Size 5000+
HR Neeraj Raturi
Most selling product Ayurvedic Product
Vision:
Keeping Nationalism, Ayurved and Yog as our pillars, we are committed to create a healthier society and country.
To raise the pride and glory of the world, we are geared up to serve people by bringing the blessings of nature
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into their lives. With sheer dedication, scientific approach, astute planning and realism, we are poised to write a
new success story for the world.
Mission:
Making India an ideal place for the growth and development of Ayurveda and a prototype for the rest of the world.

Patanjali has considered advertising for its products as a high priority for driving sales. The promotion and
branding in Patanjali marketing mix utilises all media channels like print, TV, online ads, billboards etc.
Patanjali's brand ambassador is yoga guru Ramdev Baba, who has a staggering fan following, which enabled the
brand to catapult in the big league within a short span. The advertisements of Patanjali has been aggressive where
they have showcased the importance of using natural and ayurvedic ways of making products.
Their advertisements have also been under scrutiny as they have alleged that its competitors have been using
harmful products. Patanjali advertisements showcase their entire product range targeting the audience who want
a healthy lifestyle by using naturally curated products.
The massive advertising exercise by Patanjali has made it one of the fastest growing FMCG companies in India,
with annual revenues in excess of INR 5000 crores.
Pricing Strategy:
Patanjali Ayurved has entered in an extremely competitive segment in the Indian FMCG industry. The main
players in India in this category are the likes of HUL, P&G, Marico, ITC etc. Patanjali has ventured into various
segments and hence the pricing strategy in its marketing mix is defined by the competition in that segment.
Patanjali products are priced as per competition so that it becomes easier for the customers to switch from their
existing brand and adopt their products. Patanjali noodles competes with Maggi, toothpaste competes with
Colgate, chywanprash competes with Dabur, cornflakes compete with Kelloggs and hence forth.
This clearly shows that Patanjali has replicated the already successful existing FMCG model and is focused on
giving a healthier and natural variant to its target audience. Thus the prices of Patanjali products are driven by
segment, geography and most importantly competition pricing.
82. Bru
Contact No 1800-22-8080
Email-id info@brucoffeebar.com
Company Size 5000+
HR Krishnan Sundram
Most selling product Coffee
Vision:
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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.

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
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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.

Since the beginning of the brand LEE, it has believed in promoting the brand. In 1920, the Buddy LEE doll, 12.5-
inch-tall mascot was introduced to promote LEE overalls. It was a promotional toy but by the end of 1962 it
became the second biggest selling toy of its time in the United States.
At the time of LEE moving from work clothes to fashion and styling, the company started celebrity endorsements
like Marilyn Monroe and Bing Crosby to promote LEE at global level. Many television advertisements, print
media and magazines also were used for the promotion.
In 1996, LEE came up with the LEE National Denim Day. More than a promotional strategy, it was a social cause.
The main philosophy of “One day, One cause, One cure” was adopted to raise fund for breast cancer. This
initiative was highly appreciated by the people and made them LEE relates to social cause as well. Recently, Lee
has started a new campaign of “ Move Your LEE”.
The campaign includes promotion on National television, in-store experience and a newly refreshed website with
animated fit guides promoting the new designs. The company also has it digital presence in terms of official
YouTube channel, official Facebook page and twitter and InstaGram handles. Apart from this, the company also
provides different offers and discounts to promote its brand among the masses and increase on sales.
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
Email-id press.services@nokia.com
Company Size 10000+
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HR Gaurav Saini
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

Nokia uses all media channels to ensure that its customers are communicated about the products. In order to
promote itself well within the global smartphone market, Nokia established a partnership with Windows to roll
out Lumia phones which gained immense popularity in the markets.
When it came to promoting the brand, by associating with brand ambassadors like Shahrukh Khan, Nokia truly
upheld its purpose of connecting people by bringing them together through handsets and a mobile phone
penetration no one had previously imagined.
Nokia promoted itself through television advertisements, sign boards, bill boards, radio and newspapers,
brochures, posters, dummies and display stands. They also engaged in personal selling by providing significant
product training to the dealers and distributors who sold the product.
Nokia, in an attempt to place itself in the minds of the people also introduced gifting concepts back in the early
2000s when they gave the customers attractive offers of grabbing a chance to win Yamaha Bikes and Toyota Vios
cars.
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

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Email-id support(at)jaquar.com
Company Size 10000+
HR Satish Gaikwad
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.

Jaguar introduced sports cars in 1940’s and 1950’s, which makes people associate Jaguar with ‘elegance’ and
‘quality’. The company does not practice intensive advertising on television; rather they have few selected short
advertisements, which are smooth, stylish and powerful. Most of the advertising budget goes on billboards across
prime locations in cities.
They advertise through monthly automobile magazines, technology magazines also they sponsor premium events
to increase the brand recognition in growing markets. Auto expo participation helps Jaguar to unveil latest models,
sports cars, latest embedded technological features in the vehicles. Being a British company, Jaguar endorses
through well-known British celebrities like David Beckham, Tom Hiddleston, Nicholas Hoult. They aim at being
the bad guy in the car making industry unlike other car companies which strive to be a good guy.
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.
86. Calvin Klein

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Contact No 1800 – 22 – 8188
Email-id CustomerAssistance@CalvinKlein.asia
Company Size 10000+
HR Jyoti Das
Most selling product Lingerie
Vision:
Becomes one of the first choice of Consumers, Revenues would total $2.47-2.5bn for the year, up 3-4%, with
Calvin Klein royalty revenues poised to rise 5-7%. Increase national market share to 45%
Mission:
We believe in a culture that provokes discovery and brave thinking. We strive to make a positive impact on the
world. We inspire passion in our people. We embody authenticity and embrace individuality.

The many marketing strategies used by Calvin Klein to promote its products amongst its customers include TV
advertisements, direct marketing, social media marketing, promotional offers, advocacy and personal selling.
With the development in Internet, Social Media and Technology, Calvin Klein has forayed into these areas to
advertise their products and generate huge sales for their line and thus increase revenues. Although it is a
renowned brand now, Calvin Klein got into its own share of controversies.
The TV advertisements included teenage kid with some explicit content which did not appeal to the users as
opposed to the common belief which says that “sex sells”. It created negative publicity amongst the viewers and
some also referred it as “kiddie porn”.
Like many other brands, Calvin Klein also used famous personalities to showcase their products in their visual
ads. Some of the names include Mark Wahlberg, Antonio Sabato Jr., Kate Moss, Eva Mendes, Scarlett Johansson,
Mehcad Brooks, and Alexander Skarsgård.
In Recent times we have also seen Justin Beiber and Kendall Jenner advertise for Calvin Klein underwear range.
In order to establish the brand, Calvin Klein has adopted a monogram for their brand called the “ck” emblem.
During the early days Calvin Klein used to target the teenage customers by providing email addresses in the ads.
When they used to mail their queries to the email, it used to store these addresses and send them emails on vague
timings providing information about the models and their lives which seemed relevant and seemed to establish
connection with the recipients.
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.
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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.

Seasonal Sales, discounted days are some strategies to grab more attention of customers.Bata have consistently
targeted all segments of the market varing its product costing range. Hence for promoting all this, Bata has also
followed traditional method for targeting Indian festivals for its discounts.
During non seasonal time, Bata had focused to go advertising (Print and Media) also nowadays they are also
focusing over social media marketing. Digital marketing is main part of campeign of BATA. With wide varity of
products for diffferent age groups and different segment of society, BATA has specific strategy.
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.
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88. Lacoste
Contact No 800-452-2678
Email-id customersupport@lacoste.com
Company Size 10000+
HR Shailesh Chandra Srivastava
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.

Lacoste promotes itself majorly through its successful brand ambassadors. Novak Djokovic promotes the brand
for tennis clothing. Lacoste had also been associated with other famous personalities like star tennis players.
Famous golfers Jose Maria Olazabal and Colin Montgomerie have been the brand ambassadors as well. They
have sponsored top tournaments like Rolland Garros.
It has also promoted itself in the film ‘Timeless Elegance’ by featuring the clothing collection in the film. There
is a Lacoste foundation which funds an organization in Philippines which is lobbying for protection of crocodiles.
It also helps children in sports at school level.
It markets itself through print advertising more than the TV ads. Lacoste advertises in magazines like GQ,
Cosmopolitan etc. Digitally its promotions can be seen through Twitter, Instagram and Facebook where customers
can get a glimpse of the current campaigns. Its website too does the same.
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
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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
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

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.
93
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
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.”

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.
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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
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.

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.
95
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
Vision:
“to be the most desirable and sustainable Sportlifestyle company in the world.”
Mission:
“to be the Fastest Sports Brand in the world.”

Puma, being a global brand, has an extensive marketing & advertising strategy. The promotion strategy for Puma
is almost same across different countries. Generally international sports stars are appointed brand ambassadors.
Puma has national brand ambassadors from each country of its presence.
It has been endorsed by a number of legendary athletes, the list of which includes names like Michael Schumacker,
Pélé, Joe Namath and Usain Bolt. Puma has a long list of players from more than 30 countries endorsing the
brand. Along with players, Puma sponsors various clubs, teams and associations across the globe as a part of its
promotional strategy.
To promote its women product line, Rihanna and Kylie Jenner walked on ramp flaunting Puma’s designer apparel
and shoes. Along with Rihanna, Jenner and the Kenning group, it has a long list of celebrity fans endorsing the
brand both officially and unofficially.
Apart from celebrity endorsements, Puma also launched various interesting and innovative campaigns to engage
customers. One such campaign is the peel off sticker campaign as a part of “Run the Streets” campaign. During
this campaign, they put 2000 stickers in the form of Puma’s logo in Bugis MRT station in Singapore.
These stickers were offering 30% discount off the next Puma purchase. Along with television commercials and
print media, Puma is also strongly present n digital platforms, and social media.
96
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
Vision:
To be the number one Beauty Company selling direct.
Mission:
To fulfil dreams.

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:
97
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
94. Colgate Palmolive
Contact No 1-800-225599
Email-id investors_grievance@colpal.com
Company Size 10000+
HR Abhishikta Das
Most selling product Toothpaste
Vision:
As we plan our strategies to sustain growth for the years to come, our core values of Caring, Global Teamwork
and Continuous Improvement will continue to drive our future initiatives.
Mission:
Colgate-Palmolive is committed to act with compassion, integrity, honesty and high ethics in all situations, to
listen with respect to others and to value differences. The Company is also committed to protect the global
environment, to enhance the communities where Colgate-Palmolive people live and work, and to be compliant
with government laws and regulations.

Colgate has always had a strong focus towards marketing and advertising. Variety of media has been used for
promotion by Colgate. It focuses primarily on television advertisements where the focus has been towards
humorous or qualitative/cognitive aspects.
For instance, the kya aapke toothpaste me namak has been a sensational ad which focused on the scientific aspects
of the toothpaste. Colgate has also used radio, magazines, newspapers, billboards for promotion. Colgate is quite
active when it comes to digital marketing.
It is actively involved over various social media sites like Facebook, Twitter and also has an up to date website
which offers discounts to products bought online. Moreover, campaigns revolving around children have also been
98
introduced by Colgate to increase the brand awareness. The red packaging that Colgate has adopted has become
a key identifier of the brand.
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.

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.
99
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.”
Promotional & Marketing Strategy

Sony is an aggressive marketing company. In its promotional strategy in its marketing mix, Sony uses all media
like TV, print, online ads, billboards etc to advertise. Sony positions its brand on the quality of their goods and
services.
They target the mind-set of the consumers in a manner to create a brand equity for their products. For example,
when it comes to music related gadgets Sony is the first name that comes to the minds of the consumers. Sony
also during festivities slash down prices, give discounts to boost slumped sales.
100
In India, Sony company had actresses like Kareena Kapoor to convey the beautiful finish of Vaio laptops and
make it trendy in the young generation. For mobile phone like Sony Xperia, Katrina Kaif advertised their product.
Thus it can be deduced that Sony employs a lot of celebrity endorsements for its brands.
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
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.

Mother Dairy has adopted a subtle yet effective marketing strategy. As it is facing stiff competition from national
player Amul, Mother Dairy has moved onto smart marketing strategy wherein it is working on better
communication strategies.
101
It is now coming up with various advertising strategies to gain customer’s mind share. Recently Mother Dairy
has come up with ‘Tweet to Farmer’ campaign where we thank them for giving us milk. It has roped in a mascot
Makhan Singh which is targeted on the kids for various products like cheese, butter and milk.
The Mother Dairy ice creams have also been quite popular because of TV commercials. Safal also takes help of
green and environment friendly themes for selling many of its products. Dhara brand has been on TV commercials
from quite a long time. It also has tied up with Paytm and UPI for cashless payment at its booths and hence
showing it is technologically updated.
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
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."

Audi’s Logo holds the key to its promotional activities. Audi’s four overlapping rings automatically create a brand
image in customer’s mind. Audi has an active participation in sponsoring many sport ventures. Besides television,
print media and internet marketing, Audi also engages celebrities to endorse the product.
102
For example, In India, celebrity filmstars launched Audi RS7 Sports Coupe. Audi chooses its marketing
opportunities carefully, to reflect its image. Audi don’t believe in mass market because of its premium brand
image. Audi nurtures its brand image by giving out the message that high-profile people drive Audi.
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.
99. Walt Disney
Contact No +91-22-6109 1000

Email-id disneyshareholder@computershare.com
Company Size 10000+
HR Amita Maheshwari
Most selling product Videos
Vision
“Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop
the most creative, innovative and profitable entertainment experiences and related products in the world.”
Mission
“to be one of the world’s leading producers and providers of entertainment and information.”
103
Walt Disney hardly needs any kind of promotions as it is a top of the mind brand. Despite that, the marketing mix
promotional strategy of Walt Disney is aggressive and focused on its target group. The brand engages the
customers through TV programs, movie teasers, competitions, commercials, billboards, online ads etc.
People eagerly wait for the movies made by Disney studio or for the Disneyland tickets. There are various
packages that they come up for Disneyland which is an easy means of attraction for customers. Their products
are also promoted through their own channels.
They do come up with catchy taglines such as “the happiest place on earth”, “where dream comes true”.
Customers get attached to these taglines and make them eager to visit such places. They often partner with
companies such as Sephora who come with variety of products. Their merchandises are also sold through online
portals and various retails stores.
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.”
104
The promotions of Microsoft have always highlighted reliability and usability of its products. Its promotional
strategy in the marketing mix is very comprehensive and focused. Microsoft incurs major promotion expense for
its premium products which have a large market share or for highly competitive products, for online products it
uses digital marketing and advertising.
• Advertising – Microsoft incurs its major promotion expense on advertising over internet and television to
enhance company’s corporate image. These advertisements focus on upgrades and product enhancements and are
targeted at the end users of the software.
• Sales promotions- Microsoft provides discounts and incentive to attract customers. Example- Students are
offered Microsoft office software at a discounted price to increase sales volume, brand loyalty and prevent new
entrants to capture market.
• Direct marketing –Microsoft uses this to have sales deal with organizations, like schools, colleges etc. Microsoft
has also developed relationships with various OEM’s to sell their product.
• Personal selling – Sales Personnel at Microsoft retail store presents product features and encourage potential
buyers for at least a trial.
• Public relations – To promote company’s image Microsoft uses a variety of programs but main PR strategy is
fulfilled by Microsoft Philanthropies who look after donations and related activities.
Pricing Strategy:
Microsoft has captured major portion of the market but due to monopolistic conditions its pricing policy has been
a mix of strategies:
• Market-oriented pricing strategy – Company sets the price of their product (higher/lower) post evaluating the
prices & demand of similar products being offered in the market. Example- Company has premium priced its
popular Operating System as its use is continuously increasing.
• Freemium pricing strategy – Under this strategy basic set of services of a product is offered for free but enhanced
features are to be paid for, allowing trial before customers make the final purchase. Example –On devices with
screen size up to 10 inches Office 365 can be used for free.
• Buy Only What You Use pricing strategy – Microsoft uses this for providing cloud services, under this plan
customer is not charged a fixed amount instead he is supposed to pay only for how much he uses. This has made
a huge buzz amidst the customers who use multiple devices.
Hence, the price strategy in the Microsoft marketing mix simply highlights that being a market leader, it is the
company which decides the product & service price.
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SEPTEMBER 10, 2020

Contact No 022 66646464

Promotional & Marketing Strategy:

Contact No +91 80 2852 0261

Promotional & Marketing Strategy:

Promotional & Marketing Strategy:

Contact No +91-22-2278 5000

Mission & Vision:

Promotional & Advertising Strategy:

05. INDIAN OIL LIMITED

Vision & Mission:

Promotional & Marketing Strategy:

Promotional & Marketing Strategy:

Contact No 022 - 27566066,022 - 27566067

Promotional & Marketing Strategy:

Promotional & Marketing Strategy:

09. Bharat Petroleum Corporation Limited

Contact No 022 – 24117831 / 24176153 / 24117828

Vision & Mission:

Promotional & Marketing Strategy:

Promotional & Marketing Strategy:

Contact No 033-23245555 033-23246426

Promotional & Marketing Strategy:

12. TATA CONSULTANCY SERVICES

Contact No +91-22-6778 9595

Promotional & Marketing Strategy:

13. Larsen & Toubro

Promotional & Marketing Strategy:

14. ICICI Bank

15. Hindalco Industries

Contact No 91 22-6691 7000

Promotional and Marketing Strategy:

Contact No 022- 62841505

Vision & Mission:

Promotional & Marketing Strategy:

17. NTPC Limited

Contact No +91 11 24360100, 24387000, 24387001

Promotional & Marketing Strategy:

18. Vedanta Limited

Contact No +91 40 6716 2222/ 1-800-34-54001/ 1-

Vision & Mission:

Promotional & Marketing Strategy:

Promotional & Marketing Strategy:

20. Bharti Airtel

Promotional & Marketing Strategies:

21. JSW Steel Limited

PROMOTIONAL AND MARKETING STRATEGY:

22. GAIL INDIA

Contact No 011-26172580, 26182956

Promotional & Marketing Strategy:

• BSC, UK conferred GAIL with ‘International Safety Award’

23. Grasim Industries

Promotional & Marketing Strategy:

Contact No 011-22464607, 011-22403242, 43

Vision & Mission:

Promotional & Marketing Strategy:

Vision & Mission: