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A Study of Marketing Strategy of Havells
A Study of Marketing Strategy of Havells
SUBMITTED BY
KARAN DEO SINGH
B.COM (H)
ENROLLMENT NO-A7004613128
Under guidance of:
Faculty Guide
Dr. SHELLY VADERA
Assistant Professor
ABS, Lucknow
(TERM PAPER REPORT IN PARTIAL FULFILMENT OF THE AWARD OF FULL TIME B.COM(H) (201316)
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STUDENTS CERTIFICATE
Certified that report is prepared based on the term paper project
undertaken by me in RECRUITMENT IN SAMSUNG under the able
guidance of Dr. Shelly Vadera in partial fulfilment of the
requirement for award of degree of B.Com (H) from Amity
University, Uttar Pradesh.
Date 31-10-2015
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Dr.Shelly Vadera
(Faculty Guide Name)
FACULTY CERTIFICATE
Forwarded here with a term paper report on RECRUITMENT IN
SAMSUNG submitted by Karan Deo Singh Singh, Enrollment
Number A7004613028, Student of B.com (H)
4th Semester (2013-2016)
Amity University,
ABS
Lucknow Campus
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ACKNOWLEDGEMENT
I wish to express my sincere gratitude to PROF. V.P. SAHI, Director
ABS, Amity University Uttar Pradesh, Lucknow for providing me an
opportunity to do my term paper on Recruitment in Samsung I
sincerely thank my faculty guide Dr. Shelly Vadera (ABS), Amity
University Uttar Pradesh, Lucknow for the guidance and
encouragement in carrying out this term paper . Last but not the
least I wish to avail myself of this opportunity, express a sense of
gratitude and love to my friends and my beloved parents for their
manual support, strength and help for everything.
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TABLE OF CONTENT
CHAPTER 1
Introduction
Literature Review
Objectives
CHAPTER 2
Company Profile
Marketing Strategies
Research Methodology
CHAPTER 3
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Limitations
Conclusions
Suggestions
Bibliography
EXECUTIVE SUMMARY
Havells India Limited (Havells) is an India based consumer products
company. It involves in the business of electrical and power distribution
equipment manufacturing. The company, through its subsidiaries,
Manufactures and distributes industrial and domestic circuit protection
switchgear, cables & wires, motors, fans, power capacitors, CFL lamps,
luminaries for domestic, commercial and industrial applications, modular
switches and bath fittings. Havells markets its products under the brand
names Crabtree, Sylvania, Concord, Luminance, Linolite, SLI Lighting
and Endura Lite. The company operates 11 manufacturing plants in India
and seven others across Europe, Havells India Latin America and Africa.
The company operates with 94 branches and
representative offices in over 50 countries across the world. The
company is headquartered in Noida, India.
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CHAPTER 1
A STUDY OF MARKETING STRATEGY OF
HAVELLS
INTRODUCTION
Marketing strategy is the goal of increasing sales and achieving a
sustainable competitive advantage. Marketing strategy includes all basic
and long-term activities in the field of marketing that deal with the
analysis of the strategic initial situation of a company and the
formulation, evaluation and selection of market-oriented strategies and
therefore contribute to the goals of the company and its marketing
objectives.
Developing a marketing strategy
Marketing strategies serve as the fundamental underpinning of
marketing plans designed to fill market needs and reach marketing
objectives. Plans and objectives are generally tested for measurable
results. Commonly, marketing strategies are developed as multi-year
plans, with a tactical plan detailing specific actions to be accomplished in
the current year. Time horizons covered by the marketing plan vary by
company, by industry, and by nation, however, time horizons are
becoming shorter as the speed of change in the environment increases.
Marketing strategies are dynamic and interactive. They are partially
planned and partially unplanned. Marketing strategy needs to take a
long-term view, and tools such as customer lifetime value models can be
very powerful in helping to simulate the effects of strategy on acquisition,
revenue per customer and churn rate.
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Strategic models
Marketing participants often employ strategic models and tools to
analyze marketing decisions. When beginning a strategic analysis, the
3C's model can be employed to get a broad understanding of the
strategic environment. An Ansoff Matrix is also often used to convey an
organization's strategic positioning of their marketing mix. The 4Ps can
then be utilized to form a marketing plan to pursue a defined strategy.
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LITERATURE REVIEW
Although most authors speak about some parts of Strategic Marketing,
here is included a list of definitions of the term. Some authors appear in
different years (for example, Jain), It is understand that they have added
new comments or redefined the term after the years.
Drucker 1973 Strategic marketing as seen as a process consisting of
analysing environmental, market competitive and business factors
affecting the corporation and its business units, identifying market
opportunities and threats and fore casting future trends in business
areas of interest for the enterprise ,and participating in setting objectives
and formulating corporate and business unit strategies. Selecting market
target strategies for the product-markets in each business unit,
establishing marketing objectives as well as developing ,implementing
and managing the marketing program positioning strategies in order to
meet market target needs.
Hart &Stapleton 1977 " a statement in very general terms of how the
marketing objective is to be achieved, e.g. acquiring a competitive
company, by price reductions, by product improvement, or by intensive
advertising. The strategy becomes the basis of the marketing plan"
Lambin 1977 The role of strategic marketing is to lead the firm towards
attractive economic opportunities, that is, opportunities that are adapted
to its resources and know how and offer a potential for growth and
profitability.
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Kotler 1997 the selection of target markets, the marketing mix and the
marketing expenditure levels...... The marketing strategy is the way in
which the marketing function organises its activities to achieve a
profitable growth in sales at a marketing mix level ..A marketing
strategy may be defined as a plan (usually long term) to achieve the
organisations objectives asfollows
a) By specifying what resources should be allocated to marketing.
b) By specifying how these resources should be used to take advantage
of opportunities which are expected to arise in the future.
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OBJECTIVES
To understand the marketing strategies of Havells
To analyse efforts made by organization to increase its sales.
To study the services provided by Havells.
To see how they manage their market in this competitive world.
To determine the market share of Havells.
To find out the preference level of respondents regarding Havells
To assess the brand awareness of the Havells the electronic segment
To Study the brand positioning of Havells.
To understand customers perception about Havells retail lighting
products.
CHAPTER 2
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COMPANY PROFILE
Type
Public company
Traded as
BSE:517354
Industry
Electrical equipments
Founded
1958
Founders
Headquarters
Noida, India
Key people
Products
Electric Products
Revenue
Employees
8,000
Divisions
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HBC Fuses at Badli, New Delhi and begun manufacturing of the Energy
Meters. later, it Acquired Towers and Transformers Ltd. and turned it into
a profitably manufacturing Energy Meters Company in just one year.
[citation needed] Later, the Company entered MCBs manufacturing at
Badli, Delhi in a Joint Venture with Geyer, Germany. In 1974 company
started manufacturing of the Change over Switches plant at Sahibabad,
UP for. In 1980 they started manufacturing Control Gear Products at
their Faridabad, Haryana plants. Later in 80's they Acquired a
manufacturing plant at Alwar, Rajasthan for Power Cables & Wires.In
that same year they Entered into a Joint Venture with Electrium, UK for
manufacturing Dorman Smith MCCBs and Crabtree Modular Plate
Switches. Acquired an Electric Control & Switchboards at Noida for
manufacturing customised packaged solutions. Introduced high-end
Ferraris Meters in Joint Venture with DZG, Germany. Acquired
controlling stake in Duke Arnics Electronics (P) Limited engaged in
manufacturing of Electronic Meters-Single Phase, Three Phase, Multi
Function, Tri-Vectors and also acquired controlling interest in an industry
major-Standard Electricals Ltd and also an Acquired business of Havells
Industries Ltd, MCCB of Crabtree India Limited and merged ECS Limited
in the company to consolidate its area of core competence.
Global Presence
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Industry
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Units
Rs.
2007-08
1,162
2008-09
1,510
2009-10
1,900
2010-
2011-
2012-
11(E)
2,410
12(E)
3,036
13(E)
3,775
Size
Market Shar
crore
%
10%
6%
8%
8.5%
8.5%
8.5%
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RESEARCH METHODOLOGY
Since the study is exploratory in nature. A personal interview with
each retailer was aid of questionnaire was selected as the method of
obtaining data. The questionnaire was used to facilitate tabulation and
analysis of data.
Field experience showed that listing the respondents to the
questionnaire failed to touch upon certain parameters and it was found
necessary to let the respondents have free hand and let the designed
information
filter
lengthy discussion,
through
some
aspects
of
DATA SOURCE
The various source of information broadly divided in 2 categories.
a) Primary source: Source from where first hand information is gathered directly are
called primary source and information thus collected is called primary
data. In case of the above study the primary source was company visit
and interview with the retailer.
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b) Secondary source: The data that are collected for another purposes already exist
somewhere is called secondary data. With regard to my study the
secondary sources where records of the company, Magazines and
websites.
Data collection method for Primary sources: The following methods are widely used for collection data.
(i)
Survey method.
(ii)
Observation method.
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CHAPTER 3
LIMITATIONS
Although all efforts have been made to study all start of population as
compared to the topic of study, but due to the reluctant nature of the
people the study suffers from the following limitations:-
The limitations are as follows: The companys policy of unveiling their sales figure seriously
hindered in obtaining the sales figure or the break-up sales of
different products of the respective companies. Thus, it is difficult
to make any comparison between the companies. Most of the
information gathered is either through annual report or through
web sites.
The unwillingness of the employees also discouraged to obtain
any further information.
The reluctant nature of the retailers to respond to questions
seriously hampered the authenticity of survey.
The result of survey are based upon crucial assumption like(a) The respondents know right answer to the questions put to
them.
(b) They are willing to give the right answer.
(c) Strictly based on the responses of the Retailers.
(d) Difficult to ascertain the authenticity of their statement.
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CONCLUSIONS
One thing is for sure with Havells that it has been keeping pace
with the industry. If we have a look at the market share of the
Havells in the last two years for the MCB, MCCB, Fuse (HRC)
its sales has increased enough to keep its market share intact,
despite the increase in the market itself.
In the survey of market, it was observed that apart from the fixed
dealers of the company, rest of the people are almost dealing in
all the products, depending on the order. This means that they
have no fixed preferences and neither view any company as
favorable or unfavorable and just take action on the basis of their
clients need.
In the survey it was also observed that L&T is the most preferred
brand among most of the shopkeepers along with Indo Asian and
then Havells.
Another thing in the survey it is found that the people rate all the
factors (such as Price, Quality, Brand, Warranty etc.) equally
important while they purchase a product.
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SUGGESTIONS
Based on the interpretation drawn from the aforementioned data
analysis and also on basis of the informal feedback received from the
respondents, the following suggestions are recommended for Havells.
As the study reveals, Havells biggest problem areas are
communication flows and marketing intelligence. It translates into
multiple problems like - miscommunication, communication gaps
and delayed communication and therefore, resentment, dealers
not stocking and pushing Havells products etc.
It is hence, recommended that the Havells sales team should
figure out a better contact program including a better route map
which is used by the sales team. This should be aimed at
minimizing the aforementioned communication problems. This
would also help in solving another problem which is dealers not
stocking Havells products because they are not informed properly
about the launches, prices and features. As a result of this,
dealers are unable to give satisfactory answers to customers
queries. Having a proper communication system in place will
handle this as well.
Secondly, information flows should be redesigned for real time
information dispersion to and from the channel members. This will
aid in clarity about issues like dealer discounts, undercuts etc.
and both parties will gain.
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BIBLIOGRAPHY
www.havells.com
www.indiainfoline.com
www.sebiedifar.nic.in
www.google.com
Marketing Management
: Philip Kotler
Research Methodology
: C.R. Kothari
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