Analysis Document

ANALYSIS DOCUMENT:

Competitors:

1.ABB

2.ANCHOR VISION- by panansonic*

3.C&S

4.GM*

5.GOLDMEDAL*

6.LEGRAND*

7.MK*

8.NORISYS*

9.L&T

10.HAVELLS

11.PHILIPS

12.WIPRO*

13.SCHNEIDER*

14.FINOLEX

ANCHOR

• Deals in 3 types of switches :

1.Luxury switches : Ave touch & designer plates.

(designed to attract the plush décor of residential and commercial interiors

2.modular switches: Vision(new in the market), Viola, Woods, Allure, Roma & Rider.

(innovative design with lots of variety to attarct the modern interiors)

3.non modular switches: Penta & XL.

(designed to add color to the interior with highest durability)

• Positioning statement: security, quality & affordibility.
• Promotions by Anchor: print ads & tv commercial.
• target market: residential & commercial (real-estate).
• It has been positioned in the market as the brand with high durability and affordibility.

LEGRAND

• Growth through organically & through acquisitions.

MDS- 1996

DIPL-2008

ASIAN-2010

• Switches brand

1.Arteor : highest selling product of legrand with best quality and design, positioned as a premium product.

2.Mysis & Mylinc

• It has been positioned in the market as a premium brand and is recognised for its quality.
• Segmentation & startegy: they cater all segments in the market and develop the product that are affordable to the segments.
• Target market: real estate- residential & commercial & Industrial- warehouse & factories. ( these are the main destinations for their product)
• Promotions by legrand: ELECRAMA & IEEMA .

(important events in electrical industry)

GOLDMEDAL

• Types of switches:

Manual switches- 13

Touch switches-4

Feather touch switches-14

Automatic switches- 2

Mini modular switches-5 (Gzifa)

Essenza switches-17

i-sense switches.

• Promotions by goldmdeal: magazines like architecture & economic times, social media, bill-boards, advertising in trains, buses & many more.
• Events like ELECRAMA, ET ACE TECH exhibition, regular meet for its channel partners & distributors.
• Showrooms in gujarat, chandigarh, west bengal, arunachal pradesh & maharashtra.
• Positioned in the market as a premuim product with wide variety.
• Weakness : quality issues product needs replacement.

NORISYS

New in the market.

Quality and price similar to legrand.

Tough competition with legrand.

Growth through retail selling more than distribution selling.