Arise India Limited

Delhi Institute of Advanced Studies Page 1

INTRODUCTION


Indian Electronics Industry

The electronics market is one of the largest in the world and is anticipated to reach US$ 400

billion in 2022 from US$ 69.6 billion in 2012. The market is projected to grow at a compound

annual growth rate (CAGR) of 24.4 per cent during 2012-2020.

The electronics sector consists of consumer and industrial electronics, computers,

communication and broadcasting equipment, strategic electronics and electronic components.

Total production of electronics hardware goods in India is estimated to reach US$ 32.7 billion in

FY13 and US$ 104 billion by 2020. The communication and broadcasting equipment segment

constituted 31 per cent, which is the highest share of total production of electronic goods in India

in FY13, followed by consumer electronics at 23 per cent.

The Government of India has set up Electronic Hardware Technology Parks (EHTPs), Special

Economic Zones (SEZs) and a brought about a favourable climate for foreign direct investment

(FDI). It has also increased liberalisation and relaxed tariffs to promote growth in the sector. In

addition, the government's National Electronics Policy 2012 aims to increase exports in the

electronic system design and manufacturing sector from US$ 5.5 billion to US$ 80 billion by

2020.

The growing customer base and the increased penetration in consumer durables segment has

provided enough scope for the growth of the Indian electronics sector. Also, digitisation of cable

could lead to increased broadband penetration in the country and open up new avenues for

companies in the electronics industry.

The following figures show these predictions graphically:



India will have a lot of advantages in the future. These can be broadly classified into:

1. Growing demand

2. Attractive opportunities

3. Higher Investments

4. Policy support

The Indian Electronics sector is split in the following 6 sectors:

1. Consumer Electronics

2. Industrial Electronics

3. Computers

4. Communication and broadcasting equipment

5. Strategic electronics

6. Electronic components


The following figure depicts the classification:


ARISE INDIA

Arise India is an electronics equipment company based in Delhi, India which

produces consumer electronics and household items. It was founded in 1995 by Avinash and

Amit Jain in Delhi. Arise India's business is mainly based in India.

Arise products include home appliances, lighting devices, entertainment products, personal

gadgets etc.

CORPORATE LEADERSHIP

Avinash Jain is the Chairman and MD of the company. He along with his brother Amit Jain has

spearheaded the growth and development of this company.

LATEST PRODUCT LINE

The Arise Divine LED TV for Android is a smart TV powered by the Android Jellybean 4.2 OS.

BACKGROUND

Arise India Ltd.is a leading manufacturer of Inverters, Batteries, Submersible Pumps, Monobloc

Pumps, Electrical Geysers, R.O. Systems, Ceiling Fans, and Room Coolers & Induction

Cookers. Over the time of 3 decades it has become the brand of choice for the discerning

customer of the country. The company has earned many accolades including recent recognition

as - ‘India’s Most Promising Brand 2014’ by WCRC (World Consulting & Research

Corporation) along with ‘Ernst & Young’ (E&Y) ; Brand has also been awarded an ISO 9001-

2008 certification by BSI London (United Kingdom), wherein most of the product range is ISI

Certified and have been honored with numerous awards and licenses.

Heralded by the visionary leadership of Mr. Avinash Jain, the Managing Director of Arise India

Ltd, the organization was founded in 1984, and has business concerns across different spheres of


the Electronic & Electrical Industry. By harnessing and refining the world's latest technologies,

Arise India has been able to create a product range for the benefit of the customers as well as

consumers. It is this dedication to quality and adherence to strict processes with proper controls

and checks, which has resulted in Arise products acquiring the prominence of being proven,

reliable and truly the best in terms of technology & innovation. This product innovation and

consumer appeal has helped the organization in becoming a Rs.1250 crore entity with a robust

family strength which includes 55 branches, 12000 distributors and over 1 lac dealers. By virtue

of its reach across the country, Arise India Ltd. expects to generate a healthy revenue share of

Rs. 1500 crore in this financial year.

Today, Arise India Ltd. has become an established brand offering a wide bouquet of products

and services which is geared towards creating cutting-edge product innovations for the masses.

Its pioneering research and development centre, while on one hand, has been the incubator of

innovative technologies, and on the other, has been the one point contact for inducing customer

requirements in the organization’s product lines. Company’s state-of-the-art manufacturing

plants located at Sonipat & Kale Amb, creates a holistic intermingle of product understanding,

consumer requirements and distributing systems while delivering the best of product lines mated

with the latest in technology and manufactures best-in-class product lines including Monoblocs,

Submersibles Pump Sets, Batteries and more. Its product portfolio also includes products like

Solar Products, Batteries, UPS, Home Appliances, Kitchen Appliances, Mobile Devices and

more.

With an inherent tenet of manufacturing products which are cost-effective, low maintenance and

of international quality; Arise India Ltd. seeks to ensure that the product which rolls off the

assembly line is consistent, reliable and designed to give consumer years of trouble-free

performance. With an objective of providing world-class quality products, company

manufactures with stringent specifications and quality in accordance with the international

standards.

Serving customers through a well-bred network of branches & dealerships across the country, the

Brand critically ensures that its products & services reach every consumer in the country, in the

stringent of quality control measures. In addition to the 55 branch offices, the company has over


12000 distributors and 1 lac dealers across the country and seeks to uphold the very best of

customer service with its cutting-edge range of products & services.

It is this commitment to consumer satisfaction that Arise India Ltd. has been awarded the 'Udyog

Bhushan Award' by the Society of Industry & Business Achievements. In the endeavor to seek

pertinent consumer satisfaction, Mr. Avinash Jain’s contribution can also not be undermined

wherein his being awarded the ‘Pride of the Country’ award by Mr. I D Swamy, Hon'ble

Minister of State for Home Affairs, Govt. of India, and the ‘Bharat Ratna Human Rights Award’

by noted social activist Mr. Amod Kanth reiterates his industry stalwart ship.

It is Mr. Jain’s benevolence which is accentuated by his dedication towards the cause of

humanity and social welfare, wherein apart from creating a product line geared towards customer

excellence, he also seeks to make the world a better place by doing his bit for the society. As a

part of his Corporate Social Responsibility, Mr. Avinash Jain has adopted a mission of helping

homeless, lost and orphan children by finding their families & ensuring them a peaceful living. It

is in pursuance of the said cause that he initiated the ‘Sweet Home’ Orphanage which seeks to

safeguard the future of such underprivileged children. The project ‘Sweet Home’ was established

in 1996 in Najafgarh, New Delhi and today takes care of over 45 underprivileged children under

its wings. Children who are homeless, and are lost or orphaned are taken care at the Orphanage

which Mr. Jain oversees in his personal capacity. Mr. Jain ensures that such children get the

required education and become independent individuals, and are thus able to lead a healthy and

successful life ahead.

With the motto of serving the society through pioneering products, Arise India today diversifies

into varied sectors where the ideation is to engage greater consumers with the brand. It is in this

regard that Arise India Ltd. has associated itself with renowned platforms like Arise Asia Cup as

it’s Title sponsor, Indian Premier League (IPL) as its Principal Sponsor, association with

Bilateral Cricket series – India Vs New Zealand, Film fare awards as its ‘Associate Sponsor’,

associated with popular Bollywood production houses like Balaji Telefilms - to name a few.

These consumer engagement initiatives have helped Arise India Ltd. in reaching out to


consumers in the deeper pockets of the country, thus maximizing the reach of the brand even

across Tier II, III and IV markets.

GROWTH

In a bid to deepen its presence, a string of initiatives have been undertaken, including

augmenting water pumps capacity, launching sine wave home UPS solutions range, introducing

ABS-body water geysers, foraying into solar inverters and unveiling a new identity.

A lot of measures have been taken to consolidate the existing businesses and foray into new

product categories this year (2014-15). The company has invested a total of Rs 60 crores for

capex of Sonipat (60cr.) & Kala amb (40cr.) pump units, which enabled in rolling out 1,50,000

units of pumps per month, widening the company’s agricultural range. This has been a major

achievement as now the company is geared to offer a complete range of domestic, industrial and

agricultural pumps.

Company has recently-introduced sine wave UPS solutions range for domestic consumers - after

working on it for the last three years to come up with a complete battery charging solution as the

charging depends on many external parameters, which are critical to its running. One of the key

parameters of the product range is to save energy while charging, which no other home UPS in

the industry can match.

The launch of the other two products namely, ABS-body geysers and solar inverters helped in

gaining an image of a durable and energy-efficient solution provider. A major problem with

geysers is that they suffer from corrosion and rust. This has been taken care of by bringing out

the product with ABS body, which will enhance its service life. Foraying into solar inverter has

put the company into a different league altogether, and provided an opportunity to cater to

educational, commercial and residential sectors that are transforming to renewable energy like

solar.

After redefining the electrical goods market, the company entered the dynamic television market


with a range of world-class LED Televisions. Aimed at Tier II & III towns and cities, the latest

range brings the best television viewing experience to the consumers looking for cutting-edge

technology at the best affordable prices. The range is powered by innovative features like Eye

Protection Technology (EPT) - safeguarding eyes from growing irritation due to longer

television viewing; a host of connectivity features; eye catching colour profiles and much more.

The range includes a total of 8 models in various sizes, namely – 16”, 20”, 22”, 24”, 32” (i), 32”

(ii), 42” , priced between a bracket of Rs. 7490/- to Rs. 79,990/- .

Operating for the last 30-years in the market, with growing interest in diverse products, it

became imperative to “don a new look” for the brand. “Our old logo was being perceived by

customers as a company that manufactures only pumps. We worked with marketing

communications firm Percept India ltd. to develop the new logo in the year 2013, August. The

curve edged typography in the lower case of brand arise symbolizes youthfulness and freshness,

and the colour red in its background signifies energy, to connect with aspiring and informed

customers.”

Such aggressive moves will certainly help the company to take the turnover to Rs 3000 crore by

2020. Rs 1250 crore were clocked last year (2013-14) and there is a confidence of touching the

figure of Rs 1500 crore in fiscal year 2014-15.

AWARDS AND RECOGNITION

Arise India Limited has been awarded with

• India`s most promising brand 2014’by “Ernst & young” & WCRC (Renowned brand

research firms) at a forum held in London.

• India`s most promising leader 2014’ to Mr. Avinash Jain’s by “Ernst & young” & WCRC.

• UDYOG BHUSHAN AWARD’ by society of Industry & Business Achievements

• ‘PRIDE OF THE COUNTRY' awarded to Mr. Avinash Jain (Managing Director, Arise

India Ltd) by honorable minister of state for Home Affairs Govt. of India.

• ‘BHARAT RATNA HUMAN RIGHTS AWARD’ awarded to Mr. Avinash Jain by Shri

Amod Kanth 2012


• ‘HARYANA RATNA AWARD’ awarded to Mr. Avinash Jain by H.E Mr. Shivraj Patil,

the ho’ble Governor.

KEY MILESTONES

Today Arise is a conglomerate with various product verticals in electronics and electrical goods

catering to the consumer needs and growing.

• In 2014 – Brand’s recognition as ‘India’s Most Promising Brand 2014’ (by WCRC &

E&Y) at a forum held in London, UK

Mr. Avinash Jain was recognized as ‘India’s Most promising Leader 2014’ (by WCRC &

E&Y) at a Forum held in London, UK

Sangam’s Mascot was launched by Bollywood stars – ‘Sonam Kapoor & Fawad Khan’ at

Siri Fort auditorium

• In 2013 - Arise rejuvenated its identity and unfurled its new logo on 8th August to connote

& register it’s vibrancy in consumer’s mind & also to create a connect with its young

audience.

Brand launched its LED TV range too on 8th August’13 with renowned celebrities like

Akshay Kumar, Ekta Kapoor, Sonakshi Sinha and Imran Khan.

Brand’s ‘crowning achievement’ was in setting up of another Battery manufacturing plant

at Kala Amb, Himachal Pradesh, on 7th Dec, which is one of the sizeable manufacturing

plant in terms of its capacity, production & massive output.

• In 2012 – Mr. Avinash Jain was venerated with “Haryana Ratna” by H.E. Mr. Shivraj

Patil, the Ho’ble Governor.

Mr. Avinash Jain was glorified with “Bharat Ratna Human Rights Award” by Shri Amod


Kanth.

To witness hefty turnovers & stronger positioning, brand augmented its product line with

LED TV’s & thus setup it’s manufacturing plant at Rudrapur, Uttarakhand.

• In 2011 - To grow further and ensure a stronger reach, Brand introduced a complete

range of Home Appliances, Kitchen appliances & Mobile Phones .

• In 2009 – Brand adverted with setting up of another manufacturing plant at Sonipat on

14th February.

• In 2008 - To strengthen the brand and its infrastructure further, the Brand germinated its

manufacturing plant on 19th July 2008 at Kala Amb, Himachal Pradesh.

• In 2007 - The brand test marketed a lot of other product lines like Home Appliances,

Kitchen Appliances, Gas Heaters & Mobile phones during this period.

• In 2002 - Mr. Avinash Jain was awarded ‘Pride of the country’ by Mr. ID Swami,

Hon’ble Minister of State, Govt. of India.

• In 1999 - Brand diversified its product line further by adding Inverters.

• In 1996 – Philanthropist at heart Lt. Smt. Sudesh Jain (Mother of Mr. Avinash Jain &

Mr. Amit Jain), always had this dream of serving the society and lend a helping hand to

the needy souls; To give shape to their mother’s dream, both brothers along with their

family reshaped the land (existent since 1965, which always witnessed the playing kids &

needy women earning their livelihood via knitting & stitching) to an Orphanage named

“Sweet Home – Girl’s Ashram” at Najafgarh,Tura Mandi, Delhi – which supports 45

(approx.) girl children today.

• In 1992 - Mr. Avinash Jain completed his graduation and purchased a 540 sq.ft. plot at

Palam (Delhi) which is the ‘Registered Office’ for Arise India Ltd. today.


• In 1987 - Augmented their horizons by instituting, trading as well as manufacturing of

Water pumps, Monoblocs & Submersible pumps. Boasted a strong network of Dealers &

Distributors, too.

With all these efforts, thus a seed of ‘Arise’ was sown on 2nd May.

• In 1986 - A step ahead towards entrepreneurship, brother Mr. Amit Jain joined hands &

lent his acumen in fortifying the business growth. This way, both the brothers at their

innocent budding age’s started walking on their dream-way to achieve heights & make

their name in the industry.

• In 1984 - Mr. Avinash Jain at a budding age possessed a clear vision to become an

‘Entrepreneur’ - to pave a path for this journey, he bought a small space of 120sq.ft

(approx.) to run a hardware shop, in Palam, Delhi – he was supported by his family

emotionally as well as financially.

MANAGEMENT

MR. AVINASH JAIN (MANAGING DIRECTOR)

Mr. Avinash Jain is appointed as the Chairman of – “International affairs Committee for

Asia & Pacific” with PHD Chamber of Commerce & Industry

It is said that “Success comes to those, who strive for excellence”. This adage holds true for Mr.

Avinash Jain – the Managing Director of Arise India Ltd.. He has today taken forward his family

business to create a Rs. 1250 crore global business legacy that has been recognized today as

‘India’s most Promising Brand 2014’ and has also been awarded ISO 9001- 2008 certification by

BSI London, to name a few.

Today under Mr. Avinash Jain’s visionary leadership, who too has been acknowledged as

‘India’s most promising Leader 2014’ by WCRC (World Consulting & research Corporation) &

‘Ernst & Young’ - Arise India has become the brand of choice for the discerning customer of the


country. Mr. Jain’s forward looking acumen has led the brand to diversify into varied fields

striving to offer complete home solutions offers product bouquet comprising of - Inverters,

Batteries, Submersible & Monobloc water pump sets, Electrical Geysers, Pumps, R.O. systems,

Air conditioners, Mobile phones, LED Televisions, Android Televisions & complete range of

small Kitchen appliances. A philanthropist with a humane outlook, Mr. Jain is not only a

founder, President of the Orphenage ‘The Sweet Home’ (laid in 1996) supporting around 50

children; But also propogates his social upliftment ideas via Social awareness platform called

‘Sangam’ paving a new future of the ‘Sinless souls’ of society.

MR. AMIT JAIN (DIRECTOR- PRODUCTION, R&D)

Director at Arise India Ltd, Mr. Amit Jain handles the Production as well as the Research &

Development division of the organization. A Graduate in Commerce from Delhi University, Mr.

Jain has over 20 years of experience in the manufacturing industry, which brings out his intrinsic

capability of managing technicalities faced during everyday working of Arise India Ltd. Engaged

with the family business since his formative years, Mr. Jain has over the years assisted his elder

brother, Mr. Avinash Jain in the day-to-day business activities at Arise India Ltd.

His resoluteness and street-smart acumen has helped develop critical Research & Development

policies of the organization. Mr. Amit Jain’s astuteness and critical workmanship comes handy

in creating pioneering product lines for the Production & Service department, wherein he

oversees the department’s everyday dealings himself.

A pioneer with a humane approach, Mr. Jain himself imparts training to the interns coming in

from various engineering colleges in his own unique way. This helps the impressionable interns

in becoming capable of facing professional challenges in the rigorous corporate environment of

today. Believing in maintaining strong employee relations by putting in the best of his efforts,

Mr. Jain strives towards equal opportunities for women. He believes in getting his women

employees at par with male employees, and thus has championed the tradition at Arise India Ltd.

of imparting them training at a similar level to make them capable & self-reliant.


His attention to details is well-brought out by the fact that Mr. Jain aims to provide total security

to each and every employee of Arise India Ltd., where his endeavor is to provide the best

security to the plant employees who get free pick-up-and-drop facilities.


SWOT ANALYSIS OF ARISE INDIA LTD.

Strengths

• High level services

• Knowledge of Indian market

• Strong management team

• Comprehensive range of products

Weaknesses

• Not been fully able to position itself correctly

• Average volume of branch network is low

Opportunities

• Growing Indian market of cell phone, TV, water purifier etc.

• People are becoming more knowledgeable to Arise India Ltd.

• Technological changes leading to increase in sales of technological equipment

• Increase of new branch network

Threats

• Presence of many competitors

o In Cellphone domain strong competitors are like Samsung, micromax


o In Water purifier range main competitors are like aquaguard, kent, etc.

• Aggressive competition strategies used by the main companies

• Economic uncertainty in global market


RESEARCH

METHODOLOGY


RESEARCH OBJECTIVES

To study and analyze the marketing mix strategies of Arise India Ltd.

Type of Study

The study is based on analyzing the marketing mix elements of the company by the researchers

based on self observations

Sources of data

The data is secondary in nature and has been taken from the websites


MARKETING MIX

ANALYSIS


Meaning of Marketing Mix

The marketing mix is a business tool used in marketing and by marketers. The marketing mix is

often crucial when determining a product or brand's offer, and is often associated with the four

P's: price, product, promotion, and place.

The marketing mix and the 4Ps of marketing are often used as synonyms for each other. In fact,

they are not necessarily the same thing.

"Marketing mix" is a general phrase used to describe the different kinds of choices organizations

have to make in the whole process of bringing a product or service to market.

The 4Ps are:

• Product (or Service).

• Place.

• Price.

• Promotion.


PRODUCT

The product is either a tangible good or an intangible service that is seem to meet a specific

customer need or demand. All products follow a logical product life cycle and it is vital for

marketers to understand and plan for the various stages and their unique challenges. It is key to

understand those problems that the product is attempting to solve. The benefits offered by the

product and all its features need to be understood and the unique selling proposition of the

product need to be studied. In addition, the potential buyers of the product need to be identified

and understood.

The following questions will help to understand and define the product:

• What does the customer want from the product/service? What needs does it satisfy?

• What features does it have to meet these needs?

• Are there any features that have been missed out?

• Are any costly features included that the customer won't actually use?

• How and where will the customer use it?

• What does it look like? How will customers experience it?

• What size(s), color(s), and so on, should it be?

• What is it to be called?

• How is it branded?

• How is it differentiated versus the competitors?

HOW THE COMPANY IS USING PRODUCT STRATERGY?

Arise India Limited has an in-house production of Submersibles, Monoblocs, Inverters,

Batteries, Gas and Electric Geysers. Additionally, the company markets other world-class

products such as Online & Offline UPS Systems, CFL Lights, Ceiling & Ventilation Fans, R.O.

Systems, Water Dispensers & Purifiers, Gas Room Heaters, Air-Conditioners, Kitchen Hoods


and Hobs, Electric Kettles and Induction Cookers. The company has also recently launched new

range of consumer electrical & electronic products and other appliances.

1) The customers have a wide range of products to choose from the whole.

2) Arise India limited has introduced first android LED TV in India.

3) The customers have now premium products and more warranty.

4) The consumers can now get door step delivery services all over India.

5) Arise product range has increased many a times that’s why the company has made its

space in international market.

6) Characterized by continuous innovation and improvement.

7) Characterized by continuous efficiency and enthusiasm.

Kitchen appliances

• Electric kettle

• Juicer mixer grinder


• Mixer grinder

• Blender

• Halogen cooker

• Pop up toaster

• Induction cooker

• Rice cooker

• Sandwich maker

Phones

Arise is providing a lot of features to their phones and in a lot of variety. Customers are provided

with a lot of options.

Categories

• QWERTY phones

• Full touch phones

• Android smart phone

• Music phones with jukebox

• Designer phones

• Big battery

• Tabs

It also provides a lot of features like:

• Dual sim

• Email

• Touch

• 3G

• Wifi

• Bluetooth

• Music player


• FM Radio

• Camera

• Video recording

• Facebook/twitter/orkut

PLACE

Place or placement has to do with how the product will be provided to the customer. Distribution is a key

element of placement. The placement strategy will help assess what channel is the most suited to a

product. How a product is accessed by the end user also needs to compliment the rest of the product

strategy.

• Where do buyers look for your product or service?

• If they look in a store, what kind? A specialist boutique or in a supermarket, or both?

Or online? Or direct, via a catalogue?

• How can you access the right distribution channels?

• Do you need to use a sales force? Or attend trade fairs? Or make online submissions?

Or send samples to catalogue companies?

• What do your competitors do, and how can you learn from that and/or differentiate?

HOW THE COMPANY IS USING PLACE STRATERGY

Arise India has pan India presence

It has its offices all over India:

East zone

• Assam

• Bihar

• Jharkhand


• Orissa

• Jharkhand

West zone:

• Gujarat

• Maharashtra

• Rajasthan

North zone:

• Faridabd (Haryana)

• Rohtak (haryana)

• Samalkha (Samalkha)

• Jind (Haryana)

• Himachal Pradesh

• Jammu Kashmir

• New Delhi

• Punjab

• Uttar Pradesh

• Uttarakhand

South zone

• Hyderabad (Andhra pradesh)

• Raipur (Chattisgarh)

• Chennai (Tamil Nadu)

• Bangalore (Karnataka)


• Hubli (Karnataka)

Central zone

• Madhya Pradesh

All these branches signify that the company and brand have a pan India presence .So people go

to physical stores to buy their required items and they have a proper knowledge of product.

These stores are present almost at every nook and corner may be it super market or local market.

Online selling

The company has its online store with the name of arisestore.com. Following categories of

products are available on this store.

1) Mobile phones

2) Home entertainment

3) Kitchen appliances

4) Home appliances

5) Inverters

6) Water pump and motors

The company sells its products online which helps the company largely. Through online selling

the company is able to make its presence count everywhere. It also results in good cost cutting

through online selling. Cost cutting implies that the company does not need to pay rent for brick

and mortar store. They can keep them in godowns and make delivery when the order comes.


ARISE ONE

Arise was using traditional channels. But now the company has come with a new concept of

ARISE ONE. It is a different trade division based on shop in shop technique where consumers

can buy modern and premium products. Furthermore they will get quality service and extended

warranty.

Distribution channel

The company uses its own distributers. These distributers are almost present everywhere in

India. Some of them are:

• Acumen technologies (Jammu)

• Adhar shree (Patna)

• Ahluwalia electronics (Amritsar)

• Arihant agencies (Ranchi)

• Arvind electronics (Hathras)

• B G Trading Co (Gorakhpur)

• Bansal enterprises (Rohtak)

• Orbital electronics (Patna)

PRICE

Price covers the actual amount the end user is expected to pay for a product. How a product is priced will

directly affect how it sells. This is linked to what the perceived value of the product is to the customer

rather than an objective costing of the product on offer. If a product is priced higher or lower than its

perceived value, then it will not sell. This is why it is imperative to understand how a customer sees what

you are selling. If there is a positive customer value, than a product may be successfully priced higher


than its objective monetary value. Conversely, if a product has little value in the eyes of the consumer,

then it may need to be underpriced to sell. Price may also be affected by distribution plans, value chain

costs and markups and how competitors price a rival product.

• What is the value of the product or service to the buyer?

• Are there established price points for products or services in this area?

• Is the customer price sensitive? Will a small decrease in price gain you extra market

share? Or will a small increase be indiscernible, and so gain you extra profit margin?

• What discounts should be offered to trade customers, or to other specific segments of

your market?

• How will the company’s price compare with the competitors?

HOW THE COMPANY IS USING PRICE STRATERGY

• Customers can redeem loyalty points through products.

• The company has a unique price policy all over India which ensures the product is sold at

same price all over India. There is no problem for fluctuation in price since the company

will be responsible.

• Discount

Company helds Great Online Shopping Festival. It includes discount on products like:

� 60% off on home appliances

� 45% off on entire LED TV range

� 20% off on mobile phones

� 50% off on kitchen appliances

It also include some products at flat Rs. 299


� Iron

� Pop up toaster

� Sandwitch maker

� Electric kettle

• Cash on delivery is available to customers.

• Facility of receiving offers and discount right into the inbox of consumers.

• Free shipping for an order of above Rs. 500

• Purchase can be made through a lot of options which include

� Master card

� Maestro

� Visa

� Internet banking

• Provides a toll free number which is available 24 hours.

• The company is providing its product with a wide range of price categories to cater to the

requirements of various customer segments. For example:

CELL PHONE

Cell phones with a lot of range of prices are provided. Like:

• Rs. 2000 – Rs. 5000

• Rs. 5000 – Rs. 10000

• Rs. 10000 – Rs. 20000

• Rs. 20000 – Rs. 40000

• Rs. 40000 and above


• And the company keeps a price a little lower than its competitors.

PROMOTION

The marketing communication strategies and techniques all fall under the promotion heading. These may

include advertising, sales promotions, special offers and public relations. Whatever the channel used, it is

necessary for it to be suitable for the product, the price and the end user it is being marketed to. It is

important to differentiate between marketing and promotion. Promotion is just the communication aspect

of the entire marketing function

• Where and when can you get across your marketing messages to your target market?

• Will you reach your audience by advertising in the press, or on TV, or radio, or on

billboards? By using direct marketing mailshot? Through PR? On the Internet?

• When is the best time to promote? Is there seasonality in the market? Are there any

wider environmental issues that suggest or dictate the timing of your market launch,

or the timing of subsequent promotions?

• How do competitors do their promotions? And how does that influence the

company’s choice of promotional activity?

HOW THE COMPANY IS USING PROMOTION STRATERGY

Recent months have been very good for arise India limited. By arranging different types of

meetings and gatherings and promotions it has strengthened the net of employees which were

scattered and has attached the customers with itself and has made a new identity for itself.

Believe in developing a brand and ready in market to avail the benefits.

Brand ambassador

Irfan khan is the brand ambassador for Arise India.


Arise Oylmpus

Arise Olympus or the sports day is celebrated on 9th October. It is organized as an enjoyable and

successful sports day. It helps in promoting the brand.

Other games in this event are:

• Cricket

• 100m and 200m race

• Sack race

• Tug of war

• Breaking pyramid with ball

• Lemon and spoon race

SPONSORSHIP

• Arise Asia cup 2014 cricket

Arise was sponsors of Arise Asia Cup 2014.

• Kings XI Punjab in IPL7

Arise participated in IPL7 with Kings XI Punjab all promoted the brand all over India.

It made its presence count on

� Jerseys of Kings XI Punjab

� Toss

� Awards for best player

� Branding in field

� Special stands of arise

� Telecast of fours and sixes


• Co sponsors in IIFA Awards Florida

Arise was co sponsors during IIFA Awards held in Tempa Bay, Florida. This award

ceremony was viewed by so many Indian crazy fans of bollywood.

• Joining hands in movies like

� MARRY KOM

� EK VILLIAN

� MAIN TERA HERO

� RAJA NATWARLAL

� CREATURE 3D

� BHOOTNATSH RETURNS

By joining with these movies, the brand made its presence count.


PUBLICATION OF ARISE TIMES

The company published the ARISE TIMES which was based on ARIES ASIA CUP 2014.


RECOMMENDATIONS

& SUGGESTIONS


RECOMMENDATIONS & SUGGESTIONS

• Arise is making home appliances so it should innovate in some home appliances and

make it for elite class.

• The company popularity is not much high since it is making differentiated products. It

should focus on one product and use mass marketing and penetrate that product in

market.

• The company is spending in marketing sector but it should focus on some advertisement

which are unique and leave a strong impact on consumers.

• The company performance is quite good but not much effective so it should bring its

products to market at low price so it make ground in market.

• Should focus more on strengthening the relationship with customers as it plays a vital

role in retaining customers.


CONCLUSION


CONCLUSION

It is the research and awareness that guides the company in this highly competitive and volatile

world that is changing with every passing second. Arise has mushroomed in every nook and

corner adding to the satisfaction of the consumers by providing them a wide range of quality

products at reasonable rates. Arise has witnessed strong growth while crossing various

milestones. The company is striving to provide value to customers through every initiative it has

taken. Meeting customer expectations and ensuring their satisfaction at all time has been made

possible by the untiring efforts of Arise dealers, distributors and employees. Offering more than

2000 products, the company is looking forward to come out with more and more innovations and

serve the economy with the best of products and services. Also, the company has always realized

its social responsibilities and has been rendering its services to lost children, the homeless, aged

and widows by providing them a comfortable and peaceful living. In times to come the company

shall continue to offer the best in terms of products, services and more importantly values.


BIBLIOGRAPHY

• http://www.ariseindialtd.com/products.htm

• http://www.ariseindialtd.com/aboutus.htm

• http://www.ariseindialtd.com/newsletter.htm

• www.ibef.org

Date post:	22-Dec-2015
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