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Havells - Customer segment identification - Sales process, organization, Sales force requirement

Havells - Customer segment identification - Sales process, organization, Sales force requirement

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Published by arunprakaash
CUSTOMER SEGMENT IDENTIFICATION, SALES PROCESS, SALES ORGANIZATION, SALES FORCE REQUIREMENT AND MOTIVATION PROGRAM ADOPTED BY ELECTRICAL INDUSTRY.
CUSTOMER SEGMENT IDENTIFICATION, SALES PROCESS, SALES ORGANIZATION, SALES FORCE REQUIREMENT AND MOTIVATION PROGRAM ADOPTED BY ELECTRICAL INDUSTRY.

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Published by: arunprakaash on Aug 01, 2010
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05/25/2012

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INTRODUCTION:
Industry which I have selected to do my assignment is Electrical Industry, were their  products are sold to both consumer and Industrial customer segments. Products like cable andwires, Switch plates and motors etc« In this assignment particularly I have taken a productwhich we often use in our daily lives. Doesn¶t matter whether we are in our home or company but we still use daily ³Switch plates´. Earlier switch plates as just used as an electrical device toswitch on or switch off something, but now even switch boards adds value to our home andcompany not only in the terms of design and prestige but also in terms of safety. It is even safer nowadays in home were there are children less than an age of six.Some of the big players in switch gears or switch plates segments are Havells, Legrand,Indo Asian, Schneider, Finolex and Anchor. This Industry has grown in huge because in Indiamany Industries has come in. many Retail business has started and because there is a hugegrowth in IT and Bpo sector this indirectly develop construction business keep on growing for which electrical equipment is one of the mandatory device or product used.In this assignment ³Havells´ company as taken as a reference to identify customer segment, Sales process, Sales organization and Sales force requirement and Motivation program.
CUSTOMER SEGMENTATION:
Switch plates is a consumer durable electronic good. This is a very mandatory productwere people use for construction of houses, new sites, new companies and also used for renovation of old buildings and for replacing old ones or for extending new rooms or area. Sotheir customer segmentation is both consumer and company since it is used in both the segment.Since switch plates is used in everyday life people think about long life, safety measures and to
 
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 be attractive. Since it satisfy all the three needs psychological need, security need and esteemneed customer are less cost conscious about this product and never mind paying little extra for getting good goods for satisfying all the three needs.So taking Havells as a reference for this assignment, their segmentation of customer areUpper middle income group people, lower upper class, middle upper class and upper upper class but it mostly covers only urban areas and larger of sales in Metropolitan cities and some of developing states. Since there is many lesser value brand like anchor and finolex are availablehavells is not that much attractive in rural cities and some of undeveloped state, but if we takewhole switch plate product for the segmentation it attract all mode of people except people whoare very poor and who does not have house. Havells attracts mostly newly constructed buildingmay be house or company because for company and house holds it¶s a status and a measure of safety to have havells in their home and also since people are very much interested in interior decoration they would like to have everything unique and good looking. That is the reason theyare motivated to buy Havells modular switches.
SALES PROCESS:
A Sales process is a systematic approach to selling a product. Reasons for having a wellthought-out sales process include seller and buyer risk management, standardized customer interaction in sales and scalable revenue generation.Sales process for consumer and for Industrial customers.
FIGURE: 1
 Sponsoring in sports activities (T-20 worldcup, Ipl, England series India etc«)Sponsoring for commercial dramas in Star plus.Advertising in Paper, entertainments media etc«Sponsoring in Home Exhibition conducted by Real estate companies, builders, promoters and for companies who are in construction business.These are the first step by how people would get recognition about the product. This is commonfor both consumer and Industrial consumer.
 
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C
onsumer sales process:
FIGURE: 2
 Sponsorship, advertising, promotion. Stalls in Home exhibition. Lead identification(Or)Electrical exhibitionAfter awareness or recognition of the product.
C
losing.Dealers (were many brands are available ± were people can choose one among many)Havells Galaxy (Backward Integration ± 
C
ompanies own shop were many collection of electricaland fitting products are available for their customers).Industrial consumer sales process:
FIGURE: 3
 Sponsorship, advertising, promotion, stalls in Home exhibition.Initial
C
ontact.Sales lead. Need identificationQualified Prospect.Proposal. Negotiation and
C
losing.

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