"The MD said there was enough space in the Indian consumer durables industry despite the apparent cut-throat competition among a few major companies." Every company claims that its products are exclusive. Nothing in this world is exclusive in nature." Powered by the present boom in the consumer goods industry and the overall feel good factor in the economy, U.S. tradition based Leonard has set out an ambitious growth plan for the Indian market."By middle of the next year, The Company will have the manufacturing facility in place. The total inves tment involved in setting up the plant will be tothe extent of Rs. 20 crore". Leonard India is a 50-50 joint venture between the $95 million U.S.tradition Leonard and Sita International, a subsidiary of the Rs 1,500 crore Sita Group. The company is at present the entire range. Our plant will have the capacity of rolling out 25,000 water dispensers, 25,000 air conditioners, 5000 washing machines,5000 water-coolers and 2,000 refrigerators per month. Leonard appliances are conceptualized and developed in America, marketed extensively around the world and now being launched in India. The company was working on a distinct positioning strategy in the market which is dominated by some manufacturers. The company likes to groom its brand as a brand from U.S. tradition -a countrycharacterized by perfection in everything. Globally,Leonard has a total product range of 178 spread across the seven product categories.In India the company had so far launched four product categories Regular Products, Winter Products, Festivals Products and Industrial Products. Leonard brand tag line is perfect home maker. Be it perfect cooling, effortless ironing, or a perfect water treatment series. Name it and company is ready with a perfect package for the discerning homemaker. The company believed freebie campaigns do not really help in the shoring up the sales of any product even though Leonard India offered special customer packages on Diwali,like free gifts andcombo offers. This was more to establish the brand equity. The company may also consider getting into event sponsorship in the near future. Two things that the people of this country are mad about Bollywood and cricket and these are the areas where the maximum brand presence in from of spon- sorship is observed.
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