How to Prepare MBA Project on Marketing Strategy of an Electrical Appliances Brand to Foray Into Wires & Cables?

The company selected for the MBA project on study of Marketing Strategy of an Electrical Appliances brand to foray into Wires & Cables was set up in 1989 and over the last two decades, the Group's pursuit of perfection has made it a name to reckon with across its different verticals. Started as a distributor of VCRs, TVs, Audio cassettes etc, today the company and its brand is a household name in LED lights, Personal care equipment and Electrical home appliances. Recently the company have extended the brand into the Wires & Cables category. Thus there is a need to study the marketing strategy, as part of the MBA Project, of the brand to foray into Wires and cables segment in Indian market.

Rationale Behind Foray Into Wires & Cables category

The company is already in the electrical goods space because of which its distribution, manpower and brand is already in place. Also, the brand recall across various segments are quite high. So the company wanted to bring in other products with which they can increase the topline and bottomline. Also, house wires are a high value item and the company wanted to get into homes of its consumers with this category. So, the company’s rationale to enter into to be studied in the MBA project work.

Brand Positioning in the Wires & Cables Market in India

USP for the brand is definitely be about more power-saving and of course, being fire resistant, which is the need of the industry today. Electric Fires are very hard to deal with. That is why the brand has created flame retardant wire which reduce the risk of fire spreading. These wires are made with 99.98 % bare copper conductors and therefore are high current capacity wires and are energy saving and low smoke. Therefore, the special features of the Wires & Cables as part of marketing strategy to meet customer needs and wants and brand positioning should be included in the MBA project.

The Target Consumers

The target audience for Wires & Cables segment of the brand will be a normal customer. The brand’s relationship with the offline retail channel is pretty good. It is more focused on the small retailers and not big project customers. So, those are the target customers. Also the company has a good distribution channel. Even the brand’s LED lights had a big launch, and achieved great brand recall since then. The company plans to follow the same model for its Wires & Cables business. It was important to set up a brand that time and now that the brand is already established, so the company this tome intends to position it as a Wires & Cables brand also by telling the customer that it is not only a LED or a personal care company, but also a house wire company. Thus the strategy of positioning of Wires & Cables of the brand to the target consumers requires a detailed study as part of the MBA project work.

Strategy to Meet the Challenges of Competition

In the first year, the company did not focus on competition. They have targeted around Rs 400-500 crore of business in the market. They are targeting only players who were buying from the unorganized market, because after GST, unorganized players are marginalized and a larger market is being created for organized players. That is the space that the brand wanted to focus on at its introduction phase. Subsequently they will slowly target the bigger players. The brand’s core competence lies in setting up a distribution channel and having a good relationship with the dealer network. That is key to its success and of course brand recall is also a big plus point. Also the brand spends more on advertising than any other player in the category. Thus future marketing strategy to stay relevant in the Indian market with increase in market share to be studied as part of the MBA project. Dedicated faculty of Madembaezy can help a student during the MBA project study and to find a subject, select a topic, find an organisation for the MBA project work and plan the MBA project and will act as a liaison between the student and the host organization.

The brand for this MBA project study is SYSKA, which is a leader in all its product segments and launched wires & cables recently.