In Conversation with Nipun Singhal

Director, Lloyd Electric and Engineering Ltd.
Tuesday, 03 Jan 2017
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Nipun Singhal is an engineering and management graduate from the prestigious Oxford University. A Rhode Scholar, who has held several senior management positions in consumer durable & appliance companies for the last 15 years. Nipun is currently the Director of Lloyd Electric & Engineering Ltd.
About
Nipun Singhal is an engineering and management graduate from the prestigious Oxford University. A Rhode Scholar, who has held several senior management positions in consumer durable & appliance companies for the last 15 years. Nipun is currently the Director of Lloyd Electric & Engineering Ltd.

How would you describe the marketing strategy of Lloyd currently?

Any great marketing strategy rests on consumer impact. The basis of communication vital for any marketing strategy to succeed rests on consumer insight. What we found and did in the market was that there were 15 branded players and everyone focused on pre-sale performance; take the case of ACs, for instance, where all players were talking about cooling technology performance, costs, energy efficiency. We realized that the way to create disruption was to concentrate on after sales service and convert that into a potential marketing strategy to be noticed by the new consumers and delight the existing ones. We found that India, though a growing market for consumer durables, was lacking in after sales and addressing this gap allowed for the creation of word-of-mouth sales for our brand. Our initiative was to look closely at after sales service, make it integral to our marketing strategy in a way that everything was controlled inhouse. We have our in-house call centre and a complete home grown system with back-end in place; all of this led to the creation of Khushiyon Ki Guarantee, or KKG as we call it. We understood that instead of looking at after sales, we needed to create an overall image of the brand that would stand for quality, from the design of a Lloyd product, to the purchase to installation of the product, to after sales, our focus was on having a genuine commitment to our customer and their happiness. Our endeavor was simple, straightforward ”wholesome commitment for our consumer through Khushiyon Ki Guaranatee", a strategy that took shape in 2014.

How does the strategy of Khushiyon Ki Guranatee translate as benefit to the consumer?

“Guarantee” is a powerful statement and I agree it’s not just enough to mention “guarantee” purely for a marketing strategy.  Its benefit has to percolate to the consumer. In the case of Lloyd, we created the KKG code. When you call us on our helpline and reach out to us, you will get an SMS citing a numeric code. If you are unhappy with our after sales service, and you don’t share the code with the technician, we will know that there has been something amiss. We have a separate cell of 28-30 employees who solely look into complaints of customers who haven’t shared the KKG code. This piece of communication allows us to further streamline our offerings in a better way. When you call us on our helpline and reach out to us, you will get an SMS citing a numeric code. If you are unhappy with our after sales service, and you don’t share the code with the technician, we will know that something has been amiss.

Executing a mammoth campaign like this must be complicated?

Our ongoing Khushiyon Ki Guarantee campaign is truly the most important one that defines Lloyd’s vision. It has been backed by real proof, with tremendous brainstorming in the boardroom for months and our attempt to break the clutter. While other competitors have their own plans and strategies, ours is offering customers “khushiyon ki guarantee”. There is peace of mind for consumers and once that’s there we are ensured of word of mouth sales. Our focus is on customer delight and this campaign has allowed us to think deeper for the benefit of our consumers.There is peace of mind for consumers and once that’s there we are ensured of word of mouth sales. Our focus is on customer delight and this campaign has allowed us to think deeper for the benefit of our consumers.

Could you elaborate please?

We think of giving “khushi” (happiness) to our customer and that’s our core way of thinking. For instance, we launched our app last year to make it easier for consumers to communicate with us. Once you log on our app, in 10 seconds you will be promised a redressal of your complaint or given service. Our marketing spend is on the right path in that we want to enable the consumer to reach out to her. There is no other consumer brand that has an app, we do, because we truly believe it is the way forward for companies. We have 125 thousand downloads already from consumers and we continue adding consumers through our app. Our Lloyds app offers tremendous ease in that consumers upload their invoice once and that’ll take care of their warranty and guarantee details. No more searching for papers in your drawers and shelves!

Next, Lloyd is going to launch the new age, technology driven ACs that can be temperature-controlled through WiFi from phones. So, you see, we want to create wow moments for our consumers. Our main strategy is Khushiyon Ki Guarantee and through that we evolve our other strategies to delight and please our consumer. 

But how do you keep a tab whether Lloyd’s strategy to communicate with the consumer is even reaching out?

Our insights come through KKG drive every month. Every single employee of Lloyd has to visit one customer every month. It is very important to do that. I do it too. We go to consumers and ask for suggestions and feedback while talking about our brand. Then we collate all the information and brainstorm in our boardroom to draw out plans and strategies or even tweak existing ones. So, 1500 employees of Lloyd listen to the voice of the customer. Consumer is the cornerstone, the mantra for any brand going forward. If the consumer is happy, the company will grow, if not, the company will sink.Every single employee of Lloyd has to visit one customer every month. I do it too. We go to consumers and ask for suggestions and feedback while talking about our brand.

Would you talk about some of the ad campaigns of Lloyd?

Our campaigns with cricketer Virat Kohli and actor Shruti Hassan have been very well received. With Shruti, in particular, one television commercial showed our brand’s LED TV getting compared to two competitor brands. We were not misleading our consumer or disparaging towards the brands but we put the facts out there and that ad was well received. Our idea was to cause a disruption through that commercial.

What’s the fundamental strength of Lloyd’s marketing strategy? Is it getting more of consumer mind share?
While mind share of the consumer cannot be bought or accelerated, it is important to note that marketing strategies allow room for communication. You just need do it intelligently and keep innovating. Lloyd will keep consumer delight as the foremost plan in strategy, I, for one, am a 100 per cent loyal Lloyd consumer. 

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