Larsen and Toubro are commonly referred to as L & T and is of Indian origins. It is a conglomerate associated with several industries like construction, real estate, electrical equipment, heavy equipment, power, shipbuilding and financial services. The company was founded in the year 1938 by refugee Danish engineers Soren Kristian Toubro and Henning Holck-Larsen along with an Indian financier. Some of its competitors are as follows-
- Lanco Infratech
- Gammon India
- Sundaram Fasteners
- Hindalco
- Bechtel
- ABB Ltd
Product in the Marketing Mix Of Larsen And Toubro :
Larsen and Toubro is one of the most respected and largest companies related to the private sector in India. It has maintained its leadership in most business entities because of its quest for qualitative products and impeccable services. It has a diversified product portfolio that includes-
- Material and Metallurgical Handling
- Digital Solutions and IT Consulting
- Valves
- Mining Machinery and Construction
- Equipment for Mining and Construction
Construction
- Infrastructure
- Transportation
- Factories and Buildings
- Heavy-Civil Infrastructure
- Renewable Energy
- Water-and-Effluent Treatment
- Power Transmission
Automation and Electrical
- Meters
- Relays
- Automation Systems and Products
- Compact Substation
- Marine Solutions
- Low-Voltage and Medium-Voltage Systems
- Control and Automation
- Marinated Products
- Low-Voltage and Medium-Voltage Products
Hydrocarbon
- Onshore
- Offshore
- Engineering Services
- Modular Fabrication
- Construction services
Hydraulics
- Customised Hydraulic-Systems
- Radial Piston-Pumps
- Low-Speed High-Torque Motors
- Rotary Joints
- Hydraulic Cylinders
Heavy Engineering
- Aerospace and Defence
- Nuclear-Power-Plant
- Process Plant
- Critical Piping
Power
- Gas-Based and Coal-Based Power Plants
Shipbuilding
- New Construction related to Commercial and Defence Shipbuilding
- Ship Conversions, Refits and Repairs
Rubber Processing Machinery
- Hydraulic and Mechanical Tyre-Curing Presses
- Bladder and Tube curing Presses
Power Development Limited
- Hydro and Thermal Power Projects
Technology Services
- Process Industry
- Medical Devices
- Industrial Products
- Consulting Services
- Management
- Power Electronics
Place in the Marketing Mix Of Larsen And Toubro :
Larsen and Toubro is a multi-national company with its headquarters base at Mumbai in Maharashtra. The company started its operations from Bombay and after Independence set up offices at Kolkata, New Delhi and Chennai. Larsen and Toubro have expanded its horizons to several places including Australia, Bhutan, Jordan, Maldives, Iraq, Kenya, Germany, Algeria, Sudan, West Indies and Nepal.
It has worksites in twenty areas located in South-East Asia, Middle-East, Russia, East Asia and CIS countries. It has also joint ventures with companies in Japan and Malaysia. Larsen and Toubro have an intensive supply chain that offers support to its global operations by managing its projects, factories and offices in India and abroad. Additional offices have been set up in UAE and China. Several manufacturing facilities of the company are located all over the world.
Price in the Marketing Mix Of Larsen And Toubro :
Diversified product portfolio has helped in garnering better profit margins for the company. At the end of the financial year, 2015-16 Larsen and Toubro declared its estimated revenues at rupees 102,631.69 crores with a profit margin of 5,537.99 crore rupees. It has several business interests and company has assumed a fair pricing policy for them.
Larsen and Toubro want to penetrate in further markets and have kept a penetration pricing strategy. It also faces stiff competition from several companies and in order to maintain customer loyalty it has adopted competitive pricing strategy. This helps in undermining the efforts of rival companies who are interested in taking away its clients.
Promotions in the Marketing Mix Of Larsen And Toubro :
Larsen and Toubro have been the recipient of several awards in recognition of its services. In the year 1997 Rajiv Gandhi National Quality Award was given to its Bengaluru Works-Division and in the year 2013, Golden Peacock National Quality Award-2012 to L & T Power. L & T was ranked at the fourth position in the year 2012 by Newsweek in its global list of industrial sector for being a green company. The company has adopted an intensive marketing strategy because it realises the advertising power of consumer mindset. Its ad campaigns are advertised via television, magazines, newspapers, billboards and social media to garner maximum brand exposure.
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