MARKETING MANAGEMENT 1

ASSIGNMENT 1

SUBMITTED TO: DR D.K. BATRA

SUBMITTED BY:
SECTION A | GROUP - 5
HARSHAL RUSTAGI (16PGDM018)
KUSHAGRA GUPTA (16PGDM025)
MALHAR SHAH (16PGDM027)
MALVICA BHANDARI (16PGDM028)
PRAKRITI SOAM (16PGDM040)
SOHINI DEB (16PGDM052)
VINAYAK PANDEY (16PGDM061)
TABLE OF CONTENTS
COMPANY INFO........................................................................................................... 2

Assignment -1
Marketing Strategy till now..................................................................................... 2
INDUSTRY OVERVIEW................................................................................................. 2
SITUATIONAL ANALYSIS.............................................................................................. 3
Customer Analysis - Questionnaire.........................................................................3
Part 1 Factor Affecting Consumer preference (4).................................................3
Part 2 Consumer perception about the brand (4)................................................3
Company Analysis................................................................................................... 4
Questionnaire for VP............................................................................................... 4
CHALLENGES FACED................................................................................................... 5
Bibliography............................................................................................................... 5
REFERENCES.............................................................................................................. 6
APPENDIX................................................................................................................... 6
Dealership Questionnaire........................................................................................ 6

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COMPANY INFO
Havells India Ltd is a billion-dollar-plus electrical equipment company founded in 1958, with
products ranging from industrial & domestic circuit protection switchgear, cables & wires,
motors, fans, power capacitors, compact fluorescent lamps (CFL), luminaries for domestic,
commercial & industrial applications, modular switches covering household, commercial and
industrial electrical needs, water heater and domestic appliances.
Havells owns global brands like Crabtree, Sylvania, Concord, and Lumiance. It has 91
branches / representative offices with over 6,500 professionals in over 50 countries. As of 2013
it
has
12
manufacturing
plants
in India located
at Haridwar, Baddi, Noida,
Faridabad , Alwar, Neemrana and 6 manufacturing plants are located across Europe, Latin
America & Africa and with more than 20,000 global distribution networks. (1)

Marketing Strategy till now

The company has promoted its brand through sponsorship of cricket events like Champions
Trophy, Champions League, IPL Season 2, IPL Season1 and T20 World Cup. The company also
reaches consumers directly, through "Havells Galaxy" a one stop shop for all electrical and
lighting needs. Havells announced the opening of its first display & learning centre 'Havells
World' in the country on 29 March 2010, New Delhi. Havells World is targeted at the retailer
community, involved in retailing the Havells electrical and lighting products. The Company aims
to accelerate its growth with this initiative and plans to open 10 such stores in the country. It will
serve as the reference location for all the retailers to get a comprehensive overview of the entire
range of the Havells products. (1)

INDUSTRY OVERVIEW
India is a tropical country and thus fans are necessary. Therefore the Fan industry in India is
well-established and has grown significantly over the years. The fan market in India consists of
ceiling fans (which have dominant share), table fans, pedestal fans, wall fans and exhaust fans
and manufacture special purpose fans for industrial applications. The Indian market is estimated
at 2.5 million fans per month and it is growing at about 10% per annum. India has large number
of manufacturing plants located across the country and producing world class fans. In fact, the
export of fans from India has doubled in the last few years and is a testimony to the quality and
development of the Indian fan Industry. The distribution of fans in India is also well developed
with over 100000 selling points for fans, across the country covering towns right up to the 5th
population. (2)

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The fan industry has taken significant steps to ensure consumer satisfaction and leading brands
not only provide good quality but also back this up with good after sales service. The organized
market is dominated by players like Usha, Crompton, Orient and Khaitan. These players are
facing stiff competition from the local players who compete on the basis of price. The organized
players
try
to
defend
their
position
banking
on
their
brand
equity.Although the fan industry size is huge, the industry players are facing issues of competitio
n from unorganized sector. Unorganized sector holds around half of the total market. It has to be
noted that in the early 1990s the market was in the hand of four of five players like Usha, Polar,
Khaitan etc. But later regional players hit the market with low priced fans which eroded the
market share of these major players. (3)
Top 5 companies in Fan Industry are as follows:
1. Crompton
2. Havells
3. Usha
4. Bajaj
5. Khaitan

SITUATIONAL ANALYSIS
Customer Analysis - Questionnaire
Part 1 Factor Affecting Consumer preference (4)

1.
2.
3.
4.
5.

Which brand(s) of fans do you use?

Are you satisfied with the fan? If yes, what are the reasons? If no, what are the issues?
Is the look of the fan more important to you, or the functioning?
Would you use under lit fans (Fans with lights attached)? Why/why not?
What factors determine your choice while buying a fan? (Price, look, colour, availability, brand,
Features, Warranty, electric Consumption)
Part 2 Consumer perception about the brand (4)

1. What comes to your mind when you hear hawa badlegi?

2. (In case the answer is something other than Havells fans) Did you know that it is the tagline for
Havells fans?
3. Do you recall any Havells fans advertisement? If yes, what was it?
4. Do you remember seeing a Havells fan anywhere? If yes, what do you remember about it?

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Company Analysis

Havells
Fans
Portabl
e

Ceiling

Base Model

Wall

Exhau
st

Table

Domesti
c

Pedestria
l

Industria
l

Coolin
g

Underlight
Model
With Remote
Controls
(5) (6)

Questionnaire for VP
1. What is the current positioning of Havells fans in the market? What is the specific
brand identity that the company is wishing to occupy in the minds of target
customers? What is the value proposition and USP of Havells fans?
2. It is well known that there is nothing that separates one fan from another fan. Amer
Jaleel, national creative director, Lowe Lintas & Partners, explains that there is
nothing that separates one fan from the other, except perception. What are the criteria
which firms consider as distinguishing factors for their high sales?
3. How much effect does designing of a fan has on the consumer?
4. How do you differentiate and segment customers and on which lines? Which
potential buyers are the Havells marketers targeting to sell? What are your major
target markets?
5. For the marketing research, how does Havells form the base for creating a customised
product for a target set? What are the primary and secondary sources of data
collection that Havells uses?
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6. What are the factors that Havells consider in the new product development process?
How is the market gap found out by the company?
7. What is the type of product portfolio that Havells is focusing on currently?
8. For the promotional strategies, does Havells concentrate more on direct marketing or
indirect ones? What is the main feature of promotion, consumer, trade or retail
promotions?
9. What is the current marketing strategy of Havells?
10. In April 2015, Havells shifted their focus from being export oriented to domestic
market. Why?
11. What was the reason for marketing strategy change from Rajesh Khanna in 2012 to
Alia Bhatt in 2015?
12. What is the structure for taking customer feedback and how is it done on a large scale
by Havells? What are the modifications that Havells perform on considering the
feedback?
13. How are you training your distributors, suppliers and salesman?
14. What are the distribution channels that Havells is focusing on?
15. How are you promoting your industrial products in Fans like exhaust fans, ventilation
fans and air circulators?
16. As for the future plans, is Havells opting for market development and going for new
market or for new product line development? Is Havells considering individual
branding of any of its subsidiaries?

CHALLENGES FACED

Bibliography
1. HAVELLS INDIA LTD. WIKIPEDIA. [Online] [Cited: 11 July 2016.]
https://en.wikipedia.org/wiki/Havells.
2. INDIA FAN ORG. [Online] 2010. http://www.indianfan.org/chairmans_message_1416.html.
3. ABOUT INDIAN FAN MARKET. SCRIBD. [Online]
https://www.scribd.com/doc/61308334/About-Indian-Fan-Market.
4. Kotler, Philip. Marketing Management.

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5. Catalogue Brochure 2016. Havells.com. [Online]
http://www.havells.com/content/dam/havells/brouchers/consumer-and-industrialfans/Fan%20catalogue%202016.pdf.
6. Price Brochure 2016. Havells.com. [Online] [Cited: 1 April 2016.]
http://www.havells.com/content/dam/havells/brouchers/consumer-and-industrialfans/MRP-Fan-April-2016.pdf.

REFERENCES
1. https://www.linkedin.com/pulse/7-clever-ideasif-i-were-marketing-havellsfans-jinal-shah
2. http://www.thehindubusinessline.com/companies/standard-signs-alia-bhattas-brand-ambassador/article7692657.ece

APPENDIX
Dealership Questionnaire
1. Are you a brand-specific or multi-brand dealer?
2. Do you need to have any storage/ godown to keep stocks of the products? If yes, what
stocks you keep?
3. Who are your major customers? (Age group, type- builders/retail)
4. How is Havells distribution system? What is the normal delivery time?
5. Which product do you show when a customer asks you for a fan?
6. What does a customer look at while buying a fan? (Cost, Brand, Features, Warranty,
Electric consumption, look)
7. How many customers ask for a fan by naming the brand?
8. Is there any particular season for fan sales?

INTERVIEW 1:
Consumer: Rampravesh Sharma | Age: 52 |Profile: General Manager at Haier home appliances
private limited | Interviewer: Malvica Bhandari
Part 1 Product specific
1. Which brand(s) of fans do you use?
Orient fans
2. Are you satisfied with the fan?
Yes
3. If yes, what are the reasons? If no, what are the issues?
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It offers good service value. The air delivery is very good and the power
consumption is also less.
4. Is the look of the fan more important to you, or the functioning?
Fans can be a great centrepiece of the room, so both design and functioning are
important.
5. Would you use under lit fans (Fans with lights attached)? Why/why not?
Yes, under lit fans have good designs and are more decorative.
6. What factors determine your choice while buying a fan? (Price, look, colour, availability,
etc.)
Energy rating and air delivery
Part 2 Brand specific
7. What comes to your mind when you hear Hawa badlegi?
Hawa badlegi signifies the notion of a better tomorrow and the world will change
for
good.
8. (In case the answer is something other than Havells fans) did you know that it is the
tagline for Havells fans?
Yes
9. Do you recall any havells fans advertisement? If yes, what was it?
Yes, The havells fan ad about reservation in education system.
10. Do you remember seeing a havells fan anywhere? If yes, what do you remember about
it?
Yes, havells fans generally have great looks but i have not seen many colour
variants.

INTERVIEW 2:
Customer: S.K.Deb | Age: 64 | Customer Profile: Retired Bank Official | Interviewer: Sohini Deb

Part 1 Factor Affecting Consumer preference

1. Which brand(s) of fans do you use?
Usha, Cinni, Havells
2. Are you satisfied with the fan? If yes, what are the reasons?
If no, what are the issues?
Im satisfied with Havells. Good fan speed and affordable.
3. Is the look of the fan more important to you, or the
functioning?
For me functioning is much more important than the look.
4. Would you use under lit fans (Fans with lights attached)?
Why/ why not?
No. We like simple things. Fans are used for cooling or refreshing purposes.
5. What factors determine your choice while buying a fan?
(Price, look, colour, availability, brand, Features, Warranty, electric Consumption)
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The brand determines my choice. I have stayed in north east. There the brand Usha
is generally preferred. In Kolkata, Havells is preferred.
Part 2 Consumer Perception about the brand (8)
6. What comes to your mind when you hear hawa badlegi?
Havells fans come to my mind. It is a very good advertisement but doesn't really
connect with the main purpose of using a fan.
7. (In case the answer is something other than Havells fans)
Did you know that it is the tagline for Havells fans?
NA
8. Do you recall any Havells fans advertisement? If yes, what
was it?
Not really
9. Do you remember seeing a Havells fan anywhere? If yes,
what do you remember about it?
I use Havells fan at my house. I can't remember a specific feature but I am satisfied
using this fan.

INTERVIEW 3:
Customer: Gulshan Kumar Kaushik | Age: 48 | Income: 7.5 lakhs per annum | Interviewer:
Malhar Shah
1. Which brand of fans do you use?
Havells
2. Are you satisfied with the brand?
Yes. They are pretty good.
3. Why is it good?
Quality and life is quite good. The previous brand I was using had some issues with
the capacitors which resulted in slow speed of fans and frequent change of
capacitor. When I shifted to Havells, It has been almost 4 years with Havells and
there is no problem as of yet with the brand.
4. Did you like the look of the Havells?
Yes
5. What is more important to you Aesthetics or performance?
Primarily performance is the most important part but looks are also important.
6. Are you willing to pay more for aesthetics, brand image?
Havells is a pretty good brand and looks are important for me but currently I am
using Havells and I hope it will survive me a pretty 6-7 years more. I will think
about other things later.
7. Havells is already costly compared to other brands. So
Yes but it is also good in quality, I dont mind paying more if there is a good
premium quality attached to it.
8. Would you use fans with lights attached?
Yes, It looks like a good concept and it captures the guest attention when they visit.
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9. What are the factors that are most important when you buy a fan?
It has to be the life of a fan. Warranty is for 1or 2 years but life of the fan has to be
10-15 years and it is the major thing that I look at.
10. Do you think about the electrical consumption of a fan?
I do not have any idea about that. I usually look at the length of the blades and I
think there is hardly any difference between power consumption of different fans.
11. How much difference does colour of the fan make?
It has to go with the colour of my ceiling. So I would say it is pretty important.
12. Do you ask for any specific brand in the market or just go to the market and see
the brands that are available in the market?
Previously I was using orient and I was dissatisfied with it. Now I was confused
between Havells and Khaitan but the seller I purchased from was a personal
contact. He convinced me to buy Havells. I hadnt made up my mind while going to
the store.
13. What is your perception about Havells as a brand?
Perception is pretty good. It delivers both performance and quality.
14. What comes to your mind when you hear Hawa Badlegi
This is I think ad campaign of some Fan but cant recall which brand.
15. Do you recall any Ads of Havells?
I cant recall any. When given some example he remembered a HIMU or religion
Ad.
Shop Interview Transcript
Shop 1 Name: Manisha Enterprises, Munrika Market | Interviewer: Malhar Shah
1. Do people ask for a specific brand or just ask for fan?
Many people ask for a brand and some people ask just for a fan. If we have not got
the brand, we ask the customers that we will sell tomorrow.
2. What is the average Age of the customer?
35-40 years.
3. What does the customer ask for mostly while buying the
fan?
Warranty- Time, Is it home service or do we have to bring it to you?
4. Do they look at the price?
No they look at the company and warranty rather than price.
5. What is the average warranty of the Fans?
Depends on the brand it is about 1 to 2 years but most of the brands have 1 year.
6. What is the average life of fan?
It depends on the company. Some fans run for 5 years while some might even run
for around 10-12 or 15 years.
7. Do you normally keep the fans in stock?
We keep some stock but if we dont have than we bring it from the market and give
it.
8. Who decides the size of the fan?
Company has fixed sizes and customer ask for the specific size and we give it to
them.
9. Does a person ask for electrical consumption? Is it same
for all brands or different?
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Nobody asks for electrical consumption and it is different for different brands. Its
mostly written on the box and majority are 50 W fans.
10. Does customer ask for specific colours?
Yes. Majority ask for brown colour.
11. Is there any specific season for fans?
Yes. It is high in summers but it is almost around the year except December,
January and February.
Shop 1 Name: Vishnu Electricals, Munirika Market | Interviewer: Malhar Shah
12. Which brand fans do you keep?
Orpat, Usha and other local brands
13. Does customer ask for fan as per the brand or just ask for
the Fan?
Yes ask as per brand.
14. Which brands sells the best?
Many companies are starting to emerge. But companies like Havells, Orpat and
sometimes Crompton Greaves
15. What type of customers do you have? Are they just
retailers or does builder also come to buy?
Builder also comes to buy sometimes. Sometimes they buy from us sometimes we
give them the contact of the company directly so that they can buy from them.
16. What do customers look at while buying a fan? Do they
look at price/warranty/brand?
They look at warranty mostly but there are many different types of customers who
look for different things.
17. Does any customer ask for electrical consumption?
No.
18. Does customer ask for specific colours and just plain fans?
Yes they ask for specific colours. And we keep all the colours of the company we sell
in stock.
19. Does fan sales have any season?
Yes Summer. Table fans also sell in that season.
20. Does customer ask for any particular type of fans like light
mounted?
They ask for designing fan.
21. What is the normal life of the fan?
Normally 10 years but depends on the fan brand.
22. What is normally the warranty of the brand?
It is around 1 to 2 years.
23. How is it fulfilled?
For some companies the customers have to bring it here while for some companies
the company personnel visit their house.
1. Which brand of fans do you use?
Crompton, Bajaj, Havells.
2. Are you satisfied with the fan? If yes, what are the reasons?
If no what are the issues?
Yes, good speed, less electricity consumption, not much sound.
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3. Is the look of the fan more important to you or the

functioning?
Both
4. Would you use under lit fans (fans with light attached)?
Why/ why not?
Not really. I dont find them very exciting. Also, the lights are already installed so I
dont find them very useful.
5. What factors determine your choice while buying a fan?
(Price, look, colour, availability, brand, features, warranty, electric consumption)?
Warranty, electricity consumption, looks. No one specific feature that I specifically
look for.
6. What comes to your mind when you hear hawa badlegi?
Changing of aura. When I switch on to a new fan so what will happen hawa
badlegi.
7. Did you know that it is the tagline for Havells fans? (If
answer is something other than Havells fans)?
No
8. Do you recall any Havells fans advertisement? If yes, what
was it?
No, Im not a television fan.
9. Do you remember seeing a Havells fan anywhere? If yes,
what do you remember about it?
Yes, theyre quite fancy. I am actually fond of fancy looking fans, so I just happened
to look at that fan and it was a Havells fan. The look was good.
1. Which brand of fans do you use?
Crompton
2. Are you satisfied with the fan? If yes, what are the reasons?
If no, what are the issues?
Yes, more or less it is maintenance free. Never had any complains about it.
3. Is the look of the fan more important to you or the
functioning?
I look for functioning any day.
4. Would you use under lit fans (fans with light attached)?
Why/ why not?
Yes sure. No specific reason as such, but for decorative purpose I would use it.
5. What factors determine your choice while buying a fan?
(Price, look, color, availabilirty, brand, features, warranty, electric consumption)?
Brand (definitely), star rating, some fancy features. If I talk about the most
important feature, it would be the brand of the fan.
6. What comes to your mind when you hear Hawa badlegi?
Maybe the type or way of functioning of the fan that I am using. Maybe there will
be a change to it.
7. Did you know that it is the tagline for havells fans? (if
answer is something other than Havells fans)
No, I had no idea about it.
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8. Do you recall any Havells fans advertisement? If yes, what

was it?
I do recall something about it, but not exactly what it was. The one thing I recall
about the advertisement is that something very comfortable was being shown in
that advertisement.
9. Do you remember seeing a Havells fan anywhere? If yes,
what do you remember about it?
Yes, I remember the good looks and functioning of the fan.

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