Marketing Strategies During Festival And Non-Festival Seasons- A Study

With Specific Reference To Electronic Consumer Durables At Shubham

Consumer Durables Pvt Ltd

1. INTRODUCTION
1.1 CONSUMER GOODS
Any commodity which is produced and subsequently consumed by the consumer, to
satisfy its current wants or needs, is a consumer good or final good. Consumer goods
are goods that are ultimately consumed rather than used in the production of another
good. Products that are purchased for consumption by the average consumer.
Alternatively called final goods, consumer goods are the end result of production and
manufacturing and are what a consumer will see on the store shelf. Clothing, food,
automobiles and jewelry are all examples of consumer goods. Basic materials such as
copper are not considered consumer goods because they must be transformed into
usable products.
Final goods or consumer good can be classified into the following categories:
1. Consumer Durables
2. Consumer Nondurables
1.1.1. CONSUMER DURABLE
In economics, a durable good or a hard good is a good that does not quickly wear
out, or more specifically, one that yields utility over time rather than being
completely consumed in one use. Items like bricks could be considered perfectly
durable goods, because they should theoretically never wear out. Highly durable
goods such as refrigerators, cars, or mobile phones usually continue to be useful for
three or more years of use, so durable goods are typically characterized by long
periods between successive purchases.
Examples of consumer durable goods include cars, household goods (home
appliances, consumer

electronics, furniture,

etc.), sports

and toys.
1.1.2. CONSUMER NONDURABLES
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Marketing Strategies During Festival And Non-Festival Seasons- A Study

With Specific Reference To Electronic Consumer Durables At Shubham
Consumer Durables Pvt Ltd

Nondurable goods or soft goods (consumables) are the opposite of durable goods.
They may be defined either as goods that are immediately consumed in one use or
ones that have a lifespan of less than 3 years.
Examples of nondurable goods include fast moving consumer goods such
as cosmetics and cleaning products, food, fuel, beer, cigarettes, medication, office
supplies, packaging and containers, paper and paper products, personal products,
rubber, plastics, textiles, clothing, and footwear.
While durable goods can usually be rented as well as bought, nondurable goods
generally are not rented. While buying durable goods comes under the category of
investment demand of goods, buying non-durables comes under the category of
consumption demand of goods.
1.2. OVERVIEW OF INDIAS CONSUMER DURABLES MARKET
The Indian consumer durables industry has witnessed a considerable change over
the last few years. Changing lifestyle and higher disposable income coupled with
boom in the real estate and housing industry and a surge in advertising have been
instrumental in bringing about a sea change in the consumer behavior pattern.
Consumer durables involve any type of product purchased by consumers that is
manufactured for long-term use. As opposed to many goods that are intended for
consumption in short term, consumer durables are intended to endure regular usage
for several years or longer before their replacement is required. Just about every
household contains at least a few items that may be considered to be of consumer
durable nature. With India being the second fastest growing economy having a huge
consumer class, consumer durables have emerged as one of the fastest growing
industries in India.
India has an increasingly affluent middle class population that, on the back of rapid
economic growth, has made the countrys consumer durables industry highly
dynamic. The industry has been witnessing significant growth in recent years due to
several factors, such as retail boom, growing disposable income and availability of
easy finance schemes.
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Marketing Strategies During Festival And Non-Festival Seasons- A Study

With Specific Reference To Electronic Consumer Durables At Shubham
Consumer Durables Pvt Ltd

With the continuous inflow of disposable income and the advancement of technology,
the need for the varied consumer durable goods are increasing. This in turn is leading
to a strong competition among the different consumer durable brands available in the
nation as well as the price gap between the same consumer goods of different
companies are narrowing down. Day by day these goods are becoming cheaper. The
rural and urban market of consumer durables has been growing at a rate of around 15
% on an average.
1.2.1. GROWTH PROSPECTS
India is likely to emerge as the worlds largest middle class consumer market with an
aggregated consumer spend of nearly Rs.844 trillion by 2030, as per a report by
Deloitte titled 'India matters: Winning in growth markets'.
Fuelled by rising incomes and growing affordability, the consumer durables market is
expected to expand at a compound annual growth rate (CAGR) of 14.8 per cent to
Rs.812 billion in FY 2015 from Rs.474 billion in FY 2012. Urban markets account for
the major share (65 per cent) of total revenues in the Indian consumer durables sector.
In rural markets, durables, such as refrigerators, and consumer electronic goods are
likely to witness growing demand in the coming years. From Rs.136 billion in FY
2010, the rural market is expected to grow at a CAGR of 25 per cent to touch Rs.415
billion in FY 2015.
100% FDI allowed in the electronics hardware manufacturing sector under the
automatic route. The consumer durable sector raked in revenues worth Rs.474 billion
in FY12. Growth has been healthy over the years, recording a compounded annual
growth rate (CAGR) of 10.8 per cent over FY03-12. The consumer durables market is
expected to double at 14.8 per cent CAGR to reach Rs. 812 billion in FY15 from
Rs.409 billion in FY10.
Urban markets account for the major share (65 per cent) of total revenues in the
consumer durables sector in India. Demand in urban markets is likely to increase for
nonessential products such as LED TVs, laptops, split ACs and beauty and wellness

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Marketing Strategies During Festival And Non-Festival Seasons- A Study

With Specific Reference To Electronic Consumer Durables At Shubham
Consumer Durables Pvt Ltd

products. In rural markets, durables like refrigerators as well as consumer electronic

goods are likely to witness growing demand in the coming years.
The Indian consumer durables segment can be segmented into three groups:
a) White goods
b) Brown goods
c) Consumer electronics

White goods

Brown goods

Consumer electronics

Air conditioners

Microwave ovens

TVs

Refrigerators

Cooking range

Audio and video

systems

Washing machines

Chimneys

Electronic

Sewing machines

Mixers

Watches and clocks

Grinders

PCs

Cleaning

Electronic fans

Mobile phones

Irons

Digital cameras

DVDs

Camcorders

accessories

equipment

Other domestic
appliances

1.3. CONSUMER BEHAVIOUR

Consumer behavior or buyer behavior has attained increasing importance in a
consumer oriented marketing planning and management. The study of consumer
behavior is an attempt to understand what the consumer want, why they want. Clear
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Marketing Strategies During Festival And Non-Festival Seasons- A Study

With Specific Reference To Electronic Consumer Durables At Shubham
Consumer Durables Pvt Ltd

understanding of the buying behavior of consumer has become a great necessity in

modern marketing system, because success or failure ultimately depends upon the
buying behavior of the target customers considered individually or a group.
Therefore in order to undertake the marketing programmed among different segment
markets, the marketing management must find out the various factors that influences
in buying decisions of the consumer. The subject of buying behavior is relatively a
new discipline of the study of marketing. It has now become the central topic of
modern marketing since the ultimate aim of marketing is consumer satisfaction and
profit making.
Consumer behavior making be process defined and physical activities involved then
acquiring, decision evaluating, using and disposing of goods and service social and
physical behavior of potential customer as they become aware of evaluate purchase
consume and tell other people about the product and services. In other word
individual decide what, when, how and from where to purchase goods and s defined
as that behavior exhibited by people in planning, purchasing and using economic
goods and service in the satisfaction of their wants
1.3.1. CHARACTERISTICS OF BUYER BEHAVIOUR

Buyer behavior comprise mental and physical activates of a buyer when s/he
wants to buy goods and service to satisfy his needs

It includes both visible and invisible of buyer. The visible activates refer to
physical activity like actually going to the market place, buying the product
and consuming them. The invisible activates on the other hand, refer to mental
activates like thinking about the product, deciding to buy or not to buy that
product, to buy one brand instead of another etc

Buyer behavior is very complex and dynamic also. it is constantly changing

requiring the marketing management fails to make such adjustments , it would
certainly lose it market

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Marketing Strategies During Festival And Non-Festival Seasons- A Study

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Consumer Durables Pvt Ltd

An individual buying behavior is also influenced by internal factors such as

needs, habits, instincts, motives, attitudes etc and also by outside or
environmental factors such as family, social, groups, culture, status, positions,
economic and business conditions.

In narrow sense consumer behavior is the act when he is engaged in buying

and consuming a good or a service.

1.4. CONSUMER ELECTRONICS MARKET

The consumer electronics industry has witnessed a unique growth over the past few
years. This growth can be attributed to the increasing effect of state of the art
electronic devices on the market. The consumer electronics industry is ushering in the
dawn of Convergence. It is the confluence and merging of hitherto separated markets
of digital based audio, video and information technology, removing entry barriers
across the market and industry boundaries. This convergence of technologies has
resulted in a greater demand for consumer devices, be they portable, in-home (mobile
phones, digital camera) or in-car (CD/DVD players), offering multiple functions.
The revolution brought about by Digital technology has enabled the consumer
electronics sector to profit from the growing interaction of digital applications such
as: camcorders, DVD player/recorder, still camera, computer monitor, LCD TV etc. It
has also witnessed the emergence of mobile telecommunications technology,
incorporating both digital visual and digital MP3 capabilities. The computer industry
has also benefited by being able to make its way into consumer's living rooms.
HDTV's with VGA connections and SD/MMC card slots, personal media players, and
Microsoft-based Media Center PCs have pushed the two industries even closer
together than before.
The India Consumer Electronics Report provides industry professionals and
strategists, corporate analysts, electronics associations, government departments and
regulatory bodies with independent forecasts and competitive intelligence on India's
consumer electronics industry. Spending on consumer electronics devices is projected
to grow at an overall CAGR (compounded annual growth rate) of 14% through 2015,

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Marketing Strategies During Festival And Non-Festival Seasons- A Study

With Specific Reference To Electronic Consumer Durables At Shubham
Consumer Durables Pvt Ltd

with the key segments including low-cost mobile handsets, colour TVs, set-top boxes
and notebook computers.
1.5. SWOT ANALYSIS OF ELECTRONICS INDUSTRY
Strengths
1. Presence of established distribution networks in both urban and rural areas
2. Presence of well-known brands
3. In recent years, organized sector has increased its share in the market vis-a-vis
the unorganized sector.
Weaknesses
1. Demand is seasonal and is high during festive season
2. Demand is dependent on good monsoons
3. Poor government spending on infrastructure
4. Low purchasing power of consumers
Opportunities
1. In India, the penetration level of white goods is lower as compared to other
developing countries.
2. Unexploited rural market
3. Rapid urbanization
4. Increase in income levels, i.e. increase in purchasing power of consumers
5. Easy availability of finance
Threats
1. Higher import duties on raw materials imposed in the Budget
2. Cheap imports from Singapore, China and other Asian countries
1.6. TRENDS IN ELECTRONIC MARKET
Propelled by growing middle class population, changing lifestyle and rapid
urbanization, the Indian consumer electronics industry is forecasted to grow at a rapid
rate of 10% to 12% in the coming few years
Volume sales of washing machine will be driven by growth in fully automatic
category during 2011-12 to 2013-14. The market for televisions in India is changing
rapidly from the conventional CRT technology to Flat Panel Display Televisions
(FPTV). Currently, the split between CRT and FPTV is around 97% and 3%
respectively, and the share of FPTV is projected to increase at robust rate in near
future. Frost-free refrigerator sales, certainly growing at a much faster pace than the
direct-cool category, are anticipated to drive the Indian refrigerators market over the
forecast period

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Marketing Strategies During Festival And Non-Festival Seasons- A Study

With Specific Reference To Electronic Consumer Durables At Shubham
Consumer Durables Pvt Ltd

The AC market in India is projected to grow at 30% to 35% for the coming few years.
Driven by young population, demand for MP3 players and digital video appliances
are anticipated to surge at double-digit rate in near future
The low penetration level of consumer electronics goods coupled with increasing
preference for comfort and luxurious goods are widely attracting the foreign as well
as domestic players to the industry.
1.6.1. TRENDS IN TERMS OF TECHNOLOGY AND PRODUCTS INDIA

Lower duties, cheaper technology and strong competition with low entry

barriers ensure competitive prices

Increase in brand and product choice
Value-for-money pricing lead consumers to upgrade from corded to cordless phones, from conventional CRT to flat-screen or plasma/LCD TVs, from
15- to 17-inch computer monitors, from 1- to 3-megapixel cameras, from

monochrome to colour phones, etc

Huge boom in mobile phone purchases with high penetration even in rural
markets (launch of value for money, no frills, reliance phones gave an impetus
to rural penetration)

1.7. MARKETING STRATEGIES

Marketing strategy is the fundamental goal of increasing sales and achieving a
sustainable competitive advantage. Marketing strategies includes all basic, short-term,
and long-term activities in the field of marketing that deal with the analysis of the
strategic initial situation of a company and the formulation, evaluation and selection
of market-oriented strategies and therefore contribute to the goals of the company and
its marketing objectives.
Marketing is heart of marketing plan. The concept of strategy usually comes from two
planes. We have grand strategy or corporate strategy leading with company mission &
company objectives.
Grand strategy is the integrating map that charts the development & use of resources
meet the challenges or goals as well as functional objectives.

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Marketing Strategies During Festival And Non-Festival Seasons- A Study

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Consumer Durables Pvt Ltd

The corporate strategy plan is the master company plans that provide guidance to all
managers of dealers about the direction in which the firm wants to go and the position
it wants to achieve. The strategic plan sets the boundaries for all other functional
planning. Functional objectives are developed from company objectives.
STP+4Ps = Marketing strategies:
Segmentation
Targeting
Positioning
Product
Price
Place
Promotion

Relevance of 4Ps:

Product: A product is the item offered for sale. A product can be a service or
an item. It can be physical or in virtual or cyber form. Every product is made
at a cost and each is sold at a price. The price that can be charged depends on
the market, the quality, the marketing and the segment that is targeted. Each
product has a useful life after which it needs replacement, and a life cycle after
which it has to be re-invented.
Main features of product concept are:
Product design, features, brand name, models, styles,

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Marketing Strategies During Festival And Non-Festival Seasons- A Study

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Appearance
Product quality
Warranty
Package: design, material, size, labeling etc.

Place: Place in the marketing mix refers to the channel, or the route, through
which goods move from the source to the final user. Place could be the
intermediaries, distributors, wholesalers and retailers.
Main features of place concept are:
Channels of distribution: Design, location of

outlets, Channel remuneration,

intermediaries, location of

Dealer- principal relations etc

Physical distribution: Transportations, Warehousing, Order processing,

Storage, etc

Price: Price is the value that is put to a product or service and is the result of a
complex set of calculations, research and understanding and risk taking ability.
A pricing strategy takes into account segments, ability to pay, market
conditions, competitor actions, trade margins and input costs, amongst others.
It is targeted at the defined customers and against competitors.
Pricing concept includes:
Pricing policies, margins, discounts, & rebates
Terms of delivery, payment terms, credit terms, purchase facilities,
resale price maintenance.

Promotion: Promotions refer to the entire set of activities, which

communicate the product, brand or service to the user. The idea is to make
people aware, attract and induce to buy the product, in preference over others.

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Marketing Strategies During Festival And Non-Festival Seasons- A Study

With Specific Reference To Electronic Consumer Durables At Shubham
Consumer Durables Pvt Ltd

Promotion concept involves the following:

Personal selling: Selling expertise, Size & quality of sales force, etc.
Advertising: Media mix, vehicles, Programmes.
Sales promotion: Gifts, price offs, Coupons, contests, prizes etc.
Publicity & public relation
1.8. MARKETING STRATEGIES IN DURING FESTIVAL SEASON:
In a country like India, where purchase decisions are mostly driven by emotions, the
holiday season comes with a big bonus of reminding your customers about the Indian
culture by associating it with your products. Festivities provide you a very good
opportunity to reconnect with your current and prospective clients or customers.
Companies can plan out effective marketing strategies during the festivals that will
help them in making a better connect with your customers or clients.
With the onset of the festival season starting from Onam and lasting till Diwali,
consumer durable companies have hit full throttle with their marketing initiatives.
Majority of the players have upped their marketing spends by nearly 30-40 per cent,
along with the introduction of new products, discounts and offers and promotion
campaigns.
During festivals like Deepawali, Holi and others, develops an innovative ad campaign
that highlights company product as a means to celebrate the festivals. India as a land
of festivals and events, marketers identified the tremendous opportunity of Occasion
Based Marketing long back itself. Most of the industries and sectors have their own
special occasion strategies to capitalize this vast marketing potential. Festivals are
happy occasions and customers are highly receptive to the promotions along with the
high rate of conversions to sale during special occasions. Almost all people
irrespective of cast and religion celebrate all the festivals with equal importance.
National as well as International brands have been trying to have a fair share of this
market.
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Marketing Strategies During Festival And Non-Festival Seasons- A Study

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Consumer Durables Pvt Ltd

Hence it is highly important for Consumer durable Industry to adopt latest marketing
strategies, for survival and growth. But the fact that industry spends billions of rupees
on promotions and many marketing campaigns do not reach prospective buyers when
they are most receptive to buying. This is why Occasion Based Marketing strategies
are a must-have for companies especially for companies which are looking into
maximizing their customer value, merging these two concepts into a powerful tool.
Consumer durable makers like Sony, LG, Panasonic and Whirlpool expect up to 35
per cent growth in the festive season and associate with dealers and retailers, to
encash this opportunity.
To attract buyers, durable makers are offering freebies like hard disk drive, DVD
players, carrying case and accessories. Discounts, cash back and extended warranty
schemes are also being employed to boost festive demand.
1.9. MAJOR PLAYERS OF CONSUMER DURABLESINDUSTRY IN INDIA
SAMSUNG
Samsung India commenced its operations in India in December 1995, today enjoys a
sales turnover of over US$ 1 billion in just a decade of operations in the country.
Samsung design centers are located in London, Los Angeles, San Francisco, Tokyo,
Shanghai and Rome. Samsung India has its headquarters in New Delhi and has a
network of 19 branch offices located all over the country. The Samsung
manufacturing complex housing manufacturing facilities for color televisions, color
monitors, refrigerators and washing machines is located at Noida, near Delhi.
Samsung made in India products like color televisions, color monitors and
refrigerators are being exported to Middle East, CIS and SAARC countries from its
Noida manufacturing complex.
WHIRLPOOL
Whirlpool is an American manufacturer of consumer products founded in 1911 in
Michigan, U.S.A. Whirlpool started off its operations in India in 1987 and has grown
up to be one of the biggest consumer durables companies in India today. Whirlpool
manufactures, markets, sells and supplies a wide range of refrigerators, washing
machines, air conditioners, microwave ovens, water purifiers and the likes. Whirlpool
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Marketing Strategies During Festival And Non-Festival Seasons- A Study

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Consumer Durables Pvt Ltd

commands great popularity in almost all the segments that it is involved in. In May
2015, the market capitalization of Whirlpool was valued around Rs. 9,204.55 crore.
LG IN INDIA
LG Electronics was established on October 1, 1958 and in 1959, LG started
manufacturing radios, operating 77 subsidiaries around the world with over 72,000
employees worldwide; it is one of the major giants in the consumer durable domain
worldwide. The company has as many as 27 R & D centers and 5 design centers. Its
global leading products include residential air conditioners, DVD players, CDMA
handsets, home theatre systems and optical storage systems.
TITAN
This Indian manufacturing major came into existence in 1987 and is headquartered in
Bangalore, Karnataka. Titan is a celebrated manufacturer and dealer of renowned
jewellery, watches, sunglasses and other luxury consumer accessories. Titan offers a
number of brands that are rated amongst the very best in their respective segments
such as Titan, Fastrack, Sonata, Xylys and Helios watches or jewellery brands like
Tanishq. Titan is a subsidiary of the Tata Group. The market capitalization of Titan
amounted to Rs. 32,963.50 crore in May 2015.
SYMPHONY
Symphony is an Indian consumer Durables Company founded in 1988. It is amongst
the world leaders as far as manufacturing air coolers is concerned. Symphony
operates in more than 60 countries around the world and boasts of making userfriendly and eco-friendly products for residential as well as commercial customers.
The market capitalization of Symphony was worth Rs. 7,804.05 crore in May 2015.
RAJESH EXPORTS
Rajesh Exports is an Indian consumer durables manufacturer of gold and diamond
jewellery with its headquarters in Bangalore, Karnataka. According to the official
website of Rajesh Exports Limited, the company is the largest manufacturer of gold
products in the world. Rajesh Exports has its own chain of jewellery outlets named as
'Shubh Jewellers'. The market capitalization of Rajesh Exports amounted to Rs.
6,749.64 crore in May 2015.
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Marketing Strategies During Festival And Non-Festival Seasons- A Study

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Consumer Durables Pvt Ltd

PC JEWELLERS
PC Jewellers is a major jewellery manufacturer and a household name in India. It was
incorporated in April 2005 and has its most famous showroom in Karol Bagh, New
Delhi. It designs, makes, sells and exports gold and diamond jewellery in India and
overseas. The market capitalization of PC Jewellers reached Rs. 6,633.86 crore in
May 2015.
VIDEOCON INDUSTRIES
Videocon Industries was established in 1979 and is headquartered in Mumbai,
Maharashtra. It is a long celebrated company dealing in essential consumer
electronics and home appliances like TVs, washing machines, refrigerators, air
conditioners, CD-DVD players and so on. Videocon is also one of most common
household names in India providing a vast range of high quality consumer durables at
affordable prices. In May 2015, Videocon's market capitalization was valued at
around Rs. 4,906.51 crore.
TTK PRESTIGE
The consumer durables unit called TTK Prestige belongs to its business conglomerate
parent group known as the TTK Group founded in 1928. TTK Prestige is highly
reputed and famous for its consumer products especially for kitchenware. It primarily
manufactures cookers, gas stoves, frying pans, microwave ovens, 3-in-1 juicer-mixergrinders, induction cookers and toasters to name a few. The market capitalization of
TTK prestige amounted to Rs. 4,590.47 crore in May 2015.
BLUE STAR
Blue Star InfoTech was founded in 1983 and is one of the largest manufacturers of
consumer electronics in India. It has its corporate offices in Mumbai, Bangalore, New
Jersey, Santa Clara, London, Malaysia and Singapore. It is a subsidiary of the Blue
Star Group. The most notable products of Blue Star are air conditioners. Blue Star
ACs is amongst the top AC brands in India though it produces refrigerators as well.
The market capitalization of Blue Star InfoTech in May 2015 amounted to Rs.
3,168.45 crore.

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Marketing Strategies During Festival And Non-Festival Seasons- A Study

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Consumer Durables Pvt Ltd

BAJAJ ELECTRICALS
As the name itself suggests, Bajaj Electricals manufactures consumer electronic
equipment at macro level. Founded in 1926, the Bajaj Group is the parent company of
Bajaj Electricals based in Mumbai, Maharashtra. Bajaj Electricals makes consumer
appliances like kitchenware, ceiling fans, table fans, pedestal fans, exhaust fans, light
bulbs, lanterns, battery torches to name some. Rs. 2,563.90 crore was the market
capitalization of Bajaj Electricals in May 2015.
VIP INDUSTRIES
Asia' largest and the world's second largest manufacturer of travel utilities like
luggage bags and backpacks, VIP Industries started its journey in 1971 and has its
headquarters in Mumbai, Maharashtra. VIP is the undisputed king in the travel utility
market in India and Asia. It has been looking after the travel needs of people around
the world with a wide range of products such as heavy luggage bags, shoulder bags,
backpacks, duffel bags, trolleys, waist pouches and so on. In May 2015, the market
capitalization of VIP industries was valued to the tunes of Rs. 1,356.28 crore.

1.10. PROFILE OF THE ORGANISATION

1.10.1. OVERVIEW AND HISTORY
Shubham is one of the leading business houses with multiple businesses. The Group
operates the leading Multi-store retail chains of Karnataka Shubham Electronic
Shopee along with SHUBHAM SAMRUDHI INFRA PVT LTD leading
Apartment

Developers, IVEE

SOLAR -

SOLAR

POWER

SYSTEMS

and

SHUBHAM ELECTRONIC CARE - complete solution for your electronic home

appliances.
Since its inception in 1995, they have dedicated to making a difference in the lives of
our customers. In 2004, Shubham incorporated as Shubham Consumer Durables
Pvt Ltd and started to deal with all world class brands which deliver real results to
global businesses, ensuring a level of certainty. Shubham business is the result of Mr.

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Sampath Kothari visionary leadership, who focused only on delivering the best
customer requirement & satisfaction.
Based out of Mysore & having head office in Bangalore, Shubham is having 13
showrooms in Karnataka. SHUBHAM is also committed to Corporate Social
Responsibility by providing supportive hands to schools, charitable trusts and many
more. Shubham was founded by Mr. Sampath Kothari, Shubham aims to provide
great value and great customer service.

In the year 1995, Mr.Sampath Kothari started a small retail showroom M/s
S.K.Times, at Channarayapatna, Hassan district, with a small capital of few lakhs. He
has been a very courageous, aggressive and futuristic person. After the initial success
and understanding the potential of retail business he shifted his business activities to
Hassan.

In the beginning he was a small dealer for BPL products. In 1998 he was offered BPL
distribution for Mysore, Hassan, Madikeri, Mandya and Chamaraja Nagar districts
and shifted his head office to Mysore. Within a span of 1 year he built a very strong
business network and S K Times became a force to be reckoned with in the business
in this region. By looking at his phenomenal success as a distributor he was given the
distribution rights from MNCs like LG, Sansui, Kenstar, Godrej, BPL; Small
appliances Butterfly, Bajaj etc. He soon became an undisputed leader and built a
strong dealer network of around 150 dealers. Even today they are having business
links with these dealers doing whole selling.

All these years whatever success he has achieved in the business is somewhat
phenomenal. Within a span of 18 years he has taken his business to leaps and bounds.
That reflects the real image of the personality of Mr.Sampath Kothari. Young &
energetic MD of Shubham made use of every available opportunity for growth. His
success is the result of his principle LONG TERM BUSINESS.

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Shubham consumer durables pvt ltd is an authorized dealer for various durables
companies in Rajajinagara 1st n block. It is having higher regards from its customers
and is having very good image in the minds of public. Most importantly it's after sales
service and the manner in which the sales are achieved at Shubham consumer
durables pvt ltd. Customers satisfaction is achieved with utmost care.

Shubham consumer durables pvt ltd is using different marketing strategies to promote
its sales in festival season and non-festival season and media of advertising and the
different channels of advertisement used by the organization are given as under.

Special Offers and discounts

Greeting cards and gifts
Keep communicating:
Sponsoring celebrations/events
Lucky Draw
Coupons
Exchange Offer
Product Warranties
Price Off

1.10.2. VISION, MISSION AND VALUES

MISSION:
To redefine the word customer satisfaction through our committed services and to
become a 100 Cr company by 2016.

VISIONS:

100% Customer satisfaction.

To give equal priority to sales and after sales service.

To be always creative & innovative.

To make use of every available opportunity for growth and increase our
income legitimately and ethically.

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To inspire continuous learning across the organization from top to bottom.

To spend a portion of our earnings for the cause of nation building.

VALUES:
Our dream is to construct a value based society and One day value based country. We
are starting this journey from our own organization by following Values that are the
essence of humanity. Below are the core values we follow which not only bring
profitability but also help to achieve success and unlimited growth.

Love, trust and commitment

Customer relationship

Value for money.

Time management

1.10.3. SHUBHAM COMPANIES

SHUBHAM CONSUMER DURABLES PVT LTD
Shubham was incorporated in the year 2004 and became Shubham Consumer
Durables (P) ltd; based out of Mysore & having head office in Bangalore. With vision
of expansion, Shubham took the initiative to open more showrooms & this is the
reason currently we have 11 Retail Show Rooms across Karnataka.
Shubham the first company to have themed Franchise show room & planning to
render service via coming up with 25 showrooms in Bangalore and fallowed by 10
each in Mangalore and Hubli respectively.
SHUBHAM SAMRUDHI INFRA PVT LTD
Company has been focused on a Larger Goal Happiness of People through
construction enterprises. Shubham took the initiative to deliver the luxurious
apartments Shubham Sapphire &Shubham Diwans at Mysore.

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With Specific Reference To Electronic Consumer Durables At Shubham
Consumer Durables Pvt Ltd

IVEE SOLAR - SOLAR POWER SYSTEMS

Solar energy is definitely the future trend of energy. Nowadays, many households
have converted their home to be powered by solar power system to take advantage of
free and renewable energy from the sun. Shubham with vast industrial experience &
knowledge took the initiative to provide world class techno based Solar Power
Generator to all prospects. This is the unit which can generate power by using freely
available SUNs energy. It is in times like these that a solar inverter becomes a super
way to ensure your home and offices have their lights on even during a power shut
down.

SHUBHAM ELECTRONIC CARE

Shubham come up with the complete solution for electronic home appliances by
providing onset & offset five stars servicing with master technician. Shubham will
give

high

priority

to

all

electronic

products

till

it

lasts.

Customers, all they need to do is One call to get door step servicing from Shubham
team.

1.11. KEY PRODUCTS

COLOUR TVs (CTVs):
CTVs are the largest contributors to this segment
Market size was estimated at 23.0 million units in 2012
Introduction of HDTVs is set to drive demand growth from affluent
consumers
LIQUID CRYSTAL DISPLAYS (LCDS):
LCD sales in India is expected to touch 9.9 million units in 2014
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Marketing Strategies During Festival And Non-Festival Seasons- A Study

With Specific Reference To Electronic Consumer Durables At Shubham
Consumer Durables Pvt Ltd

The price decline due to relatively low import duty on LCD panels,
higher penetration levels, and the introduction of small entry-size
models are key growth drivers in the segment.
DIGITAL VIDEO DISCS (DVDs):
The Indian DVD market accounted for 4.0 million units sold in 2013
The organized market has a share of 80 per cent in the total market.
DIRECT-TO-HOME (DTH):
The set-top box (STB) market is growing rapidly, due to the expansion
of DTH and introduction of the conditional access system (CAS) in
metros
The DTH market was worth USD4.2 billion in FY14; subscriber base
is expected to reach 200 million by 2018, thereby making India the one
of the worlds largest DTH market.
REFRIGERATORS:
This segment makes up 18.0 per cent of the consumer appliances
market.
The market share of direct cool and frost free segment is 76.3 per cent
and 23.7 per cent respectively.
Key growth drivers are lower prices and rising demand for frost-free
refrigerators.
AIR CONDITIONERS (ACs):
ACs are perceived as high-end products; current penetration stands at 3
per cent
The segment had a 14.0 per cent share (2013) in the consumer
appliances market
High income growth and rising demand for split ACs are the key
growth drivers

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Marketing Strategies During Festival And Non-Festival Seasons- A Study

With Specific Reference To Electronic Consumer Durables At Shubham
Consumer Durables Pvt Ltd

WASHING APPLIANCES:
Washing machines are the second largest contributor to the consumer
appliances market (after refrigerators); in 2013 total sales was 6.0
million units.
Fully automatic washing machines are garnering an increasing share of
the market due to reduction in prices and higher disposable incomes.
ELECTRIC FANS:
Production of fans in 2014 stood at 36.2 million units.
This is a highly penetrated market.
Electric fans are an essential utility for more than six months of the
year in most parts of the country.

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