Research On Marketing Strategy Of Fedders LLOYD Co. Ltd. Of India

The first air conditioner was invented in America in1901. After a hundred years’development, air conditioning industry has become the most mature and competitiveindustry in the world. In the world wide, development country, like US, Japan, Europe,and some developing country, like China, have been exploited completely. But India,regarded as the last gold mine in air conditioning industry, was attached the importanceby famous companies worldwide.In air conditioning market in India, through the whole industry started late, butbecause of the high speed economic development of the country, and explosivedemand in the market, the industry grew fast in these thirty years, and competitionbecame more and more furious. Famous international countries squeezed into thismarket, aiming to get huge profit by the chance of economic growth. What researchedin this paper is the situation of the air conditioning market, at the same time, helping toanalyze the marketing strategy of LLOYD, one of the domestic brands in Indianmarket. Combined with the development course of this industry in other market(China), the paper offered the suggestions for LLOYD company, to make marketingstrategy of company more efficient and complete.The method of this paper contains empirical study and theoretical analysis. First,the author analyzed the consumer preference, brand recognition, and marketingsituation of LLOYD, through market survey. Then, the author illustrated the whole airconditioning market and environment outside the LLOYD Company, by analysis withmodels of Five Forces, SWOT, PEST and so on, profiling the situation of market andcompletion theoretically. Through these two demonstration, the author helped reader tounderstand the background of this paper.At last, combined with the analysis above, the author offered the suggestions forthe marketing system of LLOYD company, including profit-orientation, enrichinglow-classic product, differentiation in product line, reconstructing marketing channel,and so on.The author has worked in LLOYD for seven years, and this paper was written combined with working experience in this market and thought about marketing essencein MBA study, hope this paper can help the reader to have a rough outlook of airconditioning industry of India, and hope suggestions in this paper can give someillustrations to practitioners.