Marketing Mix Of Syska and 4Ps (Updated 2024)

The Marketing mix of Syska analyses the 4Ps of Syska, including the Product, Price, Place, and Promotions. Syska is the market of lights and accessories, and Syska LED Lights are sold under the brand name Syska. It is a privately held company of Indian origin, and the brand Syska is also a subsidiary of its parent company, SSK Group. It offers a vast range of quality-tested products with features like reliability, durability, and aesthetic designs. Excellent service, quick delivery, advanced technology, and innovative products have given Syska a significant competitive edge in the consumer market. Syska is associated with the electrical equipment industry as it manufactures and markets LED lights and accessories for residential, industrial, commercial, and retail applications. Syska Group is rapidly expanding and diversifying into various categories.

Brand Syska was founded in 2012 on 15th May, and within a short period, it has been able to take several rival brands and create a rapidly expanding niche market of led products from rival brands of its own. Syska LED Lights faces stiff competition from several rival brands in the consumer market, and some of its competitor companies are as follows-

• Havells
• Eveready
• Philips

About Syska

• Type: Electronics and lighting company
• Industry: Consumer electronics, lighting
• Founded: 1995
• Founder: Rajesh and Govind Uttamchandani
• Headquarters: Mumbai, India
• Area served: India
• Key people: Rajesh Uttamchandani (Chairman) and (CEO)
• Number of employees: 10,000+

Syska Product Strategy

Syska’s product mix encompasses a diverse range of electronics and electrical products tailored to the consumer market to meet various consumer needs across different market segments.

The new Product Mix of Syska in 2024 is as follows (Source).

1. LED Lighting Solutions: Syska’s LED product line includes a wide array of lighting options, such as bulbs, tube lights, panel lights, and spotlights, catering to residential and commercial lighting needs.
2. Personal Care Products: This category features grooming essentials for both men and women, including trimmers, shavers, hair straighteners, and hair dryers designed with advanced technology for superior performance.
3. Mobile Accessories: Syska offers a variety of mobile accessories, including power banks, chargers, cables, earphones, and Bluetooth speakers, focusing on connectivity and mobile power solutions.
4. Home Appliances: Under this segment, Syska has introduced products like electric kettles, irons, and emergency lights, extending its portfolio into the everyday home appliance market.
5. Fans: As part of its expansion into new product categories, Syska has ventured into the fans market, offering ceiling, pedestal, table, exhaust, and wall fans, among others, designed for energy efficiency and superior cooling.
6. Smart Home Products: Embracing technological advancements, Syska’s smart home range includes intelligent bulbs, plugs, and other IoT-enabled devices that allow users to automate and remotely control their home environments.
7. Wires and Cables: This category includes a wide range of durable and safety-standard-compliant electrical wires and cables suitable for various residential, commercial, and industrial applications.
8. Switches and Accessories: Syska also offers electrical switches and related accessories, expanding their electrical solutions to include foundational electrical infrastructure for buildings and homes.

Syska Pricing Strategy

Syska’s pricing strategy is a well-orchestrated blend of competitive pricing, value-based pricing cost price,, and product line pricing, tailored to penetrate the diverse and competitive markets of lighting, personal care, and home appliances, among others.

1. Competitive Pricing: Syska keenly positions its products by analyzing competitors’ price points within the same segment. By doing this, Syska ensures its offerings are competitively priced, making them attractive to price-sensitive consumers without compromising quality. This strategy is particularly evident in the highly competitive LED lighting and mobile accessories markets, where price plays a significant role in consumer decision-making.
2. Value-Based Pricing: Syska leverages value-based pricing for its more innovative or technologically advanced products, such as smart home solutions or high-end personal care gadgets. The price is set based on the perceived value these products offer consumers rather than solely on production costs or market competition. This approach allows Syska to capture a market segment that prioritizes features, durability, and brand reputation over price.
3. Product Line Pricing: Syska employs product line pricing to cater to various customer segments across its wide range of products. By offering products at multiple price points within the same category, Syska effectively captures a broader market base. For example, in its LED lights category, Syska offers basic models at lower prices while offering premium, innovative LED options at higher prices. This strategy caters to budget-conscious consumers and those seeking premium features, thereby maximizing market penetration and revenue.
4. Skimming and Penetration Pricing: For new product launches, particularly in tech-forward categories like smart home devices, Syska sometimes adopts price skimming strategies to set higher prices initially and capture the market segment less sensitive to price. Over time, as the product becomes more established in the market, Syska may lower the price to capture a more extensive customer base. Conversely, for highly competitive markets like LED bulbs, Syska may employ penetration pricing, setting prices lower than competitors to gain market share quickly.
5. Psychological Pricing: Syska also understands the importance of psychological pricing. By pricing products just below a round number, e.g., Rs.999 instead of Rs.1000, Syska taps into consumer psychology to make prices seem more attractive, stimulating purchase decisions.
6. Dynamic Pricing: In response to market demand, competitor prices, and inventory levels, Syska adapts its pricing dynamically. This strategy is particularly relevant in online sales, where prices can be adjusted in real-time to match or beat competitors, thus staying relevant in the fast-paced e-commerce space.

In conclusion, Syska’s pricing strategy is multifaceted and dynamic, allowing the company to navigate various market segments rapidly and effectively. By balancing competitive and value-based pricing, Syska has established itself as a strong player in the electrical and electronics market, appealing to a wide range of consumer preferences and budgets. This strategic approach to pricing-led the market and a commitment to innovation and quality continues to underpin Syska’s market success.

Syska Place Strategy

“Syska brand is a well-recognized brand that has spread its product presence to most parts of India. It started its operations in Pune in Maharashtra and later established its headquarters there. The Syska brand has several manufacturing plants and units in India, and its automatic overseas facility is in Korea. Syska has spread its international presence to include its manufacturing plants and units in several global places like Africa, the Middle East, Sri Lanka, Nepal, and Bangladesh. It has a widespread and robust distribution network as it takes help from its parent company to distribute its products. It includes services of a sixteen hundred member sales team and twenty branch offices.

Here’s the place strategy of Syska.

1. Extensive Distribution Network: Syska has established a broad distribution network across India, leveraging traditional retail channels and modern trade outlets. This expansive reach ensures that Syska products are available to a wide demographic, from urban centers to remote rural areas.
2. Online Presence: Syska has capitalized on the e-commerce boom by partnering with leading online platforms such as Amazon, Flipkart and their e-commerce website. This online presence enhances their visibility and caters to the growing consumer preference for online shopping, offering convenience and broader access to their products.
3. Exclusive Brand Outlets: Syska has invested in exclusive brand outlets, known as Syska LED Lounges, which showcase their extensive range of LED lighting solutions. These lounges serve as experience centers, allowing customers to explore and understand the benefits of Syska products firsthand.
4. Strategic Partnerships: Syska has expanded its reach into new markets and sectors by partnering with other businesses. These partnerships include collaborations with mobile and electronics stores, home improvement stores, and service-based companies to bundle Syska products with their offerings.
5. Global Expansion: Syska has not limited its presence to the Indian market; it is actively pursuing global expansion. The company has started establishing its footprint in international markets, aiming to become a global name in LED lighting and other electronic products, adapting its place strategy to suit local market conditions and consumer preferences.

 Syska Promotion Strategy

Syska is a reputed brand that has adopted an intensive marketing policy to create positive visibility in the consumer market. It has launched informative and trendy ad campaigns via electronic and print media that can be viewed on popular television, radio, magazines, newspapers, and billboard channels in highly populated areas for maximum exposure. Syska has also taken up promotional campaign with the help of various other social media platforms and digital platforms and has launched product awareness programs via Facebook, Twitter, YouTube, its website, and other shopping portals. As part of the promotional campaign, the brand discounts product prices periodically.

Some Recent Video ads and Print ads for Syska are:

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