Wire and cable industry in India: A study on marketing strateigies of branded wire and cable companies

The Indian wire and cable industry is predominantly volume driven. The wire and cable market in India comprises nearly 40% of the electrical industry. The purpose of the study is to understand various marketing strategies adopted by branded wire and cable companies. This study is based on secondary source of data. The researcher has studied published work. In the current era of competitive market branded wire and companies adopted various marketing strategies such as market penetration, new product development, promotion strategy. The wire and cable industry is being shifted from unorganized sector to organized sector. Quality and technical parameters with reputed brands play a dynamic role in determining demand of various products. The marketing strategies should have to be adopted continuously after studying various parameters such as customer expectations and perceptions into accounts.