EXECUTIVE SUMMARY

Practical experience is often considered more valuable and closely aligned with the
real world than theoretical exposure alone. It enables students to gain a closer
understanding of the business world, significantly influencing their perceptions and
comprehension of real-life situations.

Research work is a crucial component of any management education program,

requiring students to engage in it frequently throughout their academic and
professional careers.

The purpose of this research project, titled "Market Analysis of Havells India," is to
examine customer awareness of Havells as a brand and the products it offers. By
conducting this research, I had the opportunity to apply my theoretical knowledge and
practical skills in the field of marketing, thereby enhancing my understanding and
preparing me for future projects.

Throughout the preparation of this report, I have diligently ensured that all necessary
steps involved in developing this project have been adequately covered and that the
report is comprehensive. I welcome any suggestions for improvement, as they will be
greatly appreciated.

It is my sincere hope that this project will not only impart valuable knowledge but
also provoke thought and inspire future research endeavors based on these guidelines.

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 TABLE OF CONTENT

INTRODUCTION .........................................................................................................1

INDUSTRY PROFILE..................................................................................................2

COMPANY PROFILE...................................................................................................3

RESEARCH OBJECTIVES……………………………………………………........31

RESEARCH METHODOLOGY.................................................................................31

LITERATURE REVIEW.............................................................................................32

DATA ANALYSIS AND INTERPRETATION………………………………….....39

CONCLUSION………………………………………………………………............60

SUGGESTIONS………………………………………………………......................61

BIBLIOGRAPHY.................................................................................................... ...62

ANNEXURE................................................................................................................63

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INTRODUCTION

The global electric power industry plays a vital role in providing an essential service
that is indispensable to modern life: electricity. This project entails an in-depth study
conducted at Havells India Ltd, focusing on the comprehensive functioning of the
company and elucidating its organizational principles and practices.

Havells is a prominent manufacturer of electrical and power distribution equipment in

India, boasting ownership of prestigious global brands. The primary objective of
Havells is to deliver superior electrical and lighting solutions and establish itself as a
globally recognized firm. To accomplish this, the company places great emphasis on
cultivating enduring relationships with associates, customers, partners, and
employees.

The organization operates through various departments, including Marketing,

Finance, Personnel, and Production. These departments engage in cross-departmental
collaboration to ensure the effectiveness of the organization as a whole. Supported by
a competent workforce, each department is led by qualified and experienced
professionals. Havells encourages a participative, innovative, and creative work
culture, fostering a sense of teamwork that enables employees to harness their
collective potential.

The company's products have earned a commendable reputation in the market,

underscoring the company's imminent growth prospects and market presence.

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INDUSTRY PROFILE

The Indian Electric Industry is undergoing a significant transformation, gradually

moving away from its previous "protected" state. Historically, the Indian industrial
sector remained inward-looking and shielded from global competition. For several
decades, the industry operated in a sheltered environment, relying on government
support for licenses, protection, and tariffs. However, this approach stifled innovation
and discouraged cost reduction efforts, as the focus was primarily on self-preservation
rather than industry growth.

In recent years, the scenario has been changing. The Indian Electrical Industry is
beginning to embrace global players and competition. The lack of exposure to
international competition had led to a "cost plus" approach, where all cost increases
were passed on to the customers. However, with the increasing influence of global
market dynamics, there is now a growing emphasis on cost efficiency and
competitiveness.

According to recent surveys, the global electrical and electronics market is valued at
$1,038.8 billion and is projected to reach $1,216.8 billion by the end of 2008. In terms
of production statistics, the industry accounted for $1,025.8 billion in 2006 and is
expected to reach $1,051.5 billion in the future.

While there may be a temporary dip in domestic demand, it is important to note that
the power sector in India is poised for growth. This growth will drive demand from
utilities and contribute to the overall industrial demand, which is expected to rise with
increased industrial output. However, the financial struggles faced by State Electricity
Boards (SEBs) present a challenge that cannot be ignored in the short term. The
restructuring and unbundling of SEBs are necessary steps for the revival of the
Electrical Industry and will contribute to its medium-term turnaround.

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In conclusion, the Indian Electric Industry is gradually opening up to global
competition and shifting its focus towards cost efficiency and competitiveness. While
challenges such as SEB restructuring persist, the industry's long-term growth
prospects remain promising, driven by the anticipated growth in the power sector and
industrial output.

5
COMPANY PROFILE

Havells India Ltd is a highly successful organization and one of the fastest-growing
electrical and power distribution equipment manufacturers in India. With a product
portfolio encompassing Industrial & Domestic Circuit Protection Switchgear, Cables
& Wires, Motors, Fans, Power Capacitors, CFL Lamps, Luminaires, Modular
Switches, Water Heaters, and Domestic Appliances, Havells caters to a wide range of
household, commercial, and industrial electrical needs.

The company boasts prestigious global brands such as Crabtree, Sylvania, Concord,
Luminance, Linolite, and Standard. Havells has achieved rapid success with its
presence in 94 branches/representative offices across more than 50 countries,
supported by a team of over 5000 professionals. It operates 12 state-of-the-art
manufacturing units in India, strategically located at Haridwar, Baddi, Noida,
Faridabad, Alwar, Neemrana, as well as six manufacturing plants across Europe,
Latin America, and Africa, known for producing globally acclaimed products. Havells
has earned a reputation for excellence and expertise in the electrical industry and
maintains a strong global distribution network of 20,000 partners to promptly serve
customers.

The company holds various international certifications such as CSA, KEMA, CB, CE,
ASTA, CPA, SEMKO, SIRIUM (Malaysia), SPRING (Singapore), TSE (Turkey),
SNI (Indonesia), and EDD (Bahrain) for its diverse range of products. Havells and its
brands have emerged as the preferred choice for electrical products among discerning
individuals and industrial consumers both in India and abroad.

In its endeavour to transform from an industrial product company to a consumer

products company, Havells has successfully launched a range of consumer electrical
products including CFLs, Fans, Modular Switches, Luminaires, Water Heaters, and

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Domestic Appliances. The company has consistently promoted its brand through
sponsorships of cricket events such as the T20 World Cup, India-Australia Series, and
IPL seasons. Havells has also established "Havells Galaxy," a chain of one-stop shops
across the country, to directly engage with consumers and fulfill their electrical and
lighting needs.

Havells places great emphasis on social and environmental responsibility, actively

contributing to various socially responsible activities. For example, the company
provides mid-day meals to government schools in the Alwar district, benefiting
30,000 students daily. Additionally, Havells has acquired land to construct a larger
kitchen facility to serve freshly cooked meals to 50,000 students in the area. The
company operates a mobile medical van equipped with a trained doctor and essential
medicines, offering medical services to underserved rural areas in Delhi & NCR.
Havells also organizes free medical check-up camps and has generously contributed
to national relief funds during times of calamities such as the Bihar Flood, Tsunami,
and Kargil.

The success of Havells can be attributed to its team of skilled professionals, strong
relationships with associates, and its ability to adapt quickly and efficiently, always
staying ahead with visionary thinking.

HISTORY

1958:

Havells India Ltd commenced trading operations in Delhi.

1971:

The company acquired the renowned HAVELLS brand.

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1976:

Havells set up its first manufacturing plant for Rewireable Switches and Changeover
Switches in Kirti Nagar, Delhi.

1979:

A manufacturing plant for HBC Fuses was established in Badli, Delhi.

1980:

Havells started manufacturing Energy Meters in Tilak Nagar, Delhi.

1983:

Towers and Transformers Ltd. was acquired and transformed into a profitable
manufacturing company for Energy Meters within a year.

1987:

In collaboration with Geyer, Germany, Havells began manufacturing MCBs in Badli,

Delhi.

1990:

A manufacturing plant for Changeover Switches was set up in Sahibabad, Uttar

Pradesh.

1993:

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Another manufacturing plant for Control Gear Products was established in Faridabad,
Haryana.

1996:

Havells acquired a manufacturing plant in Alwar, Rajasthan, dedicated to Power

Cables & Wires. Additionally, a joint venture with Electrium, UK was formed for
manufacturing Dorman Smith MCCBs and Crabtree Modular Plate Switches.

1997:

Electric Control & Switchboards was acquired in NOIDA for manufacturing

customized packaged solutions.

1998:

Havells introduced high-end Ferraris Meters in a joint venture with DZG, Germany.

2000:

The company acquired a controlling stake in Duke Arnics Electronics (P) Limited,
engaged in the manufacturing of Single Phase, Three Phase, Multi-Function, and Tri-
Vectors Electronic Meters. Havells also acquired a controlling interest in Standard
Electricals Ltd.

2001:

Havells acquired the business of Havells Industries Ltd, MCCB of Crabtree India
Limited, and merged ECS Limited to strengthen its core competence.

9
2002:

Standard Electrical Company became a 100% subsidiary of Havells. The company

attained IEC certification for Industrial switchgear and CSA certification for all
manufacturing plants.

2003:

A manufacturing plant for Domestic Switchgear was set up in Baddi, Himachal

Pradesh. Havells also expanded its manufacturing plant in Faridabad to include CFL
production.

2004:

The company established a manufacturing plant for Ceiling Fans in Noida, Uttar
Pradesh. Havells also opened a marketing office in London through its wholly-owned
subsidiary, Havells U.K. Ltd. Furthermore, the company placed fully convertible
debentures with M/s. Shine Ltd., Mauritius, which got converted in June 2006.
Havells attained the CE certificate for CFLs.

2005:

A manufacturing plant for Fans was set up in Haridwar, Uttarakhand. Havells

received the KEMA certification from The Dutch Council for Accreditation. The
company also established an R&D Center in Noida.

2006:

Crabtree India merged with Havells India, and a CFL production unit was added to
the Haridwar manufacturing plant. The company expanded its Alwar manufacturing
plant to increase production capacity. Additionally, an expansion took place at the
Baddi manufacturing plant, which became an Export Oriented Unit. Havells became

10
the first company to obtain ISI Certification for a complete range of CFLs. The
company initiated a mid-day meal program in Alwar, Rajasthan, serving 10,000
students from 77 schools.

2007:

Havells set up a capacitor manufacturing plant in Noida, Uttar Pradesh. The company
made a significant acquisition by purchasing the lighting business of Sylvania, a
Frankfurt-based company. This acquisition propelled Havells' turnover to over $1
billion, establishing it as the fourth-largest lighting business globally.

2008:

- Havells became the first Indian CFL manufacturer to adopt RoHS (Restriction of
Hazardous Substances) norms, conforming to European standards.

- The establishment of the Global Corporate office, QRG Towers, at Expressway

Noida.

- Investment of Rs. 50 Crores in the Global Center for Research and Innovation
(CRI).

- The launch of a fully automatic plant for Havells Lafert Motors in Neemrana.

- Introduction of a new corporate brand identity.

2009:

- Setup of a fully automatic second unit for switchgear manufacturing in Baddi.

- Global consolidation of CFL manufacturing at the Neemrana plant for both domestic
and export purposes.

- Launch of India's first High Power Factor (HPF) CFL.

- Introduction of India's first BEE 5-star rated fan.

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2010:

- Inauguration of the second fan manufacturing unit in Haridwar.

- Global launch of LED products.

- Acquisition of 100% interest in Standard Electricals.

- Establishment of the world's first New Generation CMH Lamp Plant in Neemrana.

Yes, here is the information for the years 2011, 2012, and 2013:

2011:

- Havells expanded its manufacturing capacity for fans by setting up a third unit in
Haridwar.

- Launch of energy-efficient motors and pumps.

- Introduction of the Havells-Sylvania brand in the lighting segment.

- Havells acquired the consumer durable business of Lloyd Electric and Engineering
Ltd.

- The company received the Frost & Sullivan 'India Manufacturing Excellence Award'
in the Electrical & Electronics category.

2012:

- Havells inaugurated a state-of-the-art manufacturing facility for cables and wires in

Neemrana.

- Introduction of innovative products like air purifiers and water purifiers.

- The company acquired Promptec Renewable Energy Solutions, expanding its

presence in the solar energy sector.

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- Havells received the 'Most Trusted Electrical Brand' award from Trust Research
Advisory.

2013:

- Launch of the 'Monoblock' range of pumps for the agricultural sector.

- Havells entered into a joint venture with Shanghai Yaming Lighting Co. Ltd. to
manufacture and sell CFLs in China.

- Introduction of the Havells Pro Hygiene range of personal grooming products.

- The company received the 'Best Employer Brand Award' by the World HRD
Congress.

2014:

- Havells expanded its presence in the consumer durables segment by acquiring the
consumer business of Havells Sri Lanka.

- Launch of innovative products such as water geysers with built-in Wi-Fi and remote
control, and air coolers with ionizers and remote control.

2015:

- Introduction of Havells' range of personal grooming products, including hair dryers,

straighteners, and trimmers.

- The company launched 'Havells Galaxy Plus' stores, a premium retail format
offering a wide range of electrical and lighting products.

2016:

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- Havells acquired the consumer durables business of Lloyd Electric and Engineering
Ltd., strengthening its presence in the consumer electronics segment.

- Launch of smart lighting solutions under the Havells-Sylvania brand.

2017:

- The company inaugurated a state-of-the-art lighting plant in Neemrana.

- Havells received the prestigious 'Most Innovative Energy Saving Product Award' by
the Ministry of Power, Government of India.

2018:

- Introduction of Havells' range of air purifiers equipped with advanced filtration

technologies.

- The company launched 'Havells Connect,' a mobile app that allows users to control
and monitor their Havells appliances remotely.

2019:

- Havells introduced a range of smart home automation solutions, including smart

switches, plugs, and sensors.

- The company expanded its product portfolio with the launch of kitchen appliances,
including mixers, juicers, and toasters.

2020:

- Havells launched a range of personal protective equipment (PPE) kits and face
masks in response to the COVID-19 pandemic.

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- The company expanded its manufacturing capacity with the inauguration of a new
plant in Rajasthan.

2021:

- Introduction of innovative products such as contactless hand sanitizers and UV

disinfection devices.

- Havells received the 'National Energy Conservation Award' by the Ministry of

Power, Government of India, for its energy-efficient products.

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BOARD OF DIRECTORS

- Q. Roy Guptha (Chairman): A business entrepreneur and technocrat with expertise

in finance, accounts, legal, personnel, marketing, and advertising. Believes in
transparency and professionalism.

- Anil Guptha (Junior Managing Director): Holds a key leadership position in the
company.

- Sri. L. Ramanand Bhat (Director of Havells India Limited): Plays a crucial role in
the board of directors.

- Sri. Surendra Goyal (Chief Executive Officer): Responsible for the overall strategic
direction and management of the company.

- Sri. Promod Mishra (Vice President of Finance): Handles the finance and accounts
wing of Havells India Limited.

ENTERING MANAGEMENT TEAM

The top management team at Havells India Limited is highly experienced and skilled
in planning and implementing new strategies to maintain their leadership position in
the electrical products and bath fittings industry. They have over 20 years of
experience in the field.

MANAGEMENT RESPONSIBILITIES (ISO 9001-2000)

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The management of Havells India Limited takes responsibility for:

- Customer satisfaction

- Compliance with statutory and regulatory requirements

- Meeting management requirements

- Ensuring employee satisfaction

COMPETITORS INFORMATION

Havells India Limited faces competition from various companies in the electrical and
bath fittings industry. Some of the major competitors include:

1. Parryware: Considered one of the closest competitors to Havells India Limited in

the bath fittings segment. They offer similar products with comparable technology
and unique designs.

2. Jaguar: Known for offering products at competitive prices compared to other

competitors. They have a similar product line and extensions.

PRODUCTS AND SERVICES

Havells is a leading choice for both discerning individuals and industrial consumers,
offering a diverse range of high-quality electrical products. Some of the key products
and services offered by Havells include:

1. Building Circuit Protection:

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- Miniature Circuit Breaker (MCB)

- Isolator

- Changeover Switch

- Residual Current Circuit Breaker (RCCB)

- RCBO

- Distribution Board (DB)

- Indicator Light

2. Industrial Circuit Protection:

- Air Circuit Breaker

- Molded Case Circuit Breaker (MCCB)

- Panel Board system

- Changeover Switch

- By-pass Changeover Switch

- Load Changeover Switch

- Automatic Transfer Switch

- Switch Disconnector

- Control Gear

- Switch Disconnector Fuse

- Fuse Switch and Switch Fuse

- Chamber System

- Fuse Holder

- Nylon Fuse Base

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- Fuse Link and Fuse Base

3. Motors:

- Foot Cum Flange Motor

- Foot Mounting Motor

- Flange Motor

- Inverter Duty Motors with Forced Cooling

- Crane Duty Motors

- Brake Motors

4. Capacitors:

- Normal Duty Capacitors

- Heavy Duty Capacitors

- Super Heavy Duty Capacitors

- Agriculture Duty Capacitors

- Motor Run Capacitors

5. Lighting:

- Endura Cityliner

- LED Lighting

- Consumer Lighting

- Commercial Lighting

- Downlighter

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- Landscape - Bunker Lighting

- Industrial Lighting

- Area Lighting

- Road Lighting

- Specialty Lamps

- Lighting Accessories

- Aura Lighting

6. CFL (Compact Fluorescent Lamp):

- Retrofit CFLs

- Non-Retrofit CFLs

- Higher Range CFLs

- Liliput CFLs

- FPL CFLs

7. Water Heater:

- Instantaneous Water Heater

- Electric Storage Water Heater

8. Fans:

- Havells Ceiling Fans

- Ceiling Fans

- Table Fans

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- Wall Mounting Fans

- Pedestal Fans

- Air Circulator Fans

- Ventilating Fans

9. Modular Plate Switches:

- Havells Modular Switches

- Crabtree Modular Switches

10. Cables and Wires:

- Power Cables (Aluminum)

- Control Cables (Copper)

- Copper Flexible Cables

11. Domestic Appliances

12. Digital Dimming

13. Manufacturing Units:

Havells operates state-of-the-art manufacturing units located at various strategic

locations, including Haridwar, Baddi, Noida, Faridabad, Alwar, and Neemrana in
India, as well as manufacturing plants in Europe, Latin America, and Africa.

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VISION, MISSION, AND VALUES

Vision:

To establish ourselves as a globally renowned corporation that delivers the best

electrical and lighting solutions, driven by an exceptional team of professionals.

Mission:

Our mission is to realize our vision by upholding principles of fairness, business

ethics, global reach, and technological expertise. We aim to cultivate long-term
relationships with all our associates, customers, partners, and employees.

Values:

1. Customer Delight: We are committed to exceeding customer expectations by

providing exceptional products and services that enhance their satisfaction and meet
their evolving needs.

2. Leadership by Example: We strive to set industry standards by demonstrating

excellence in our business practices and transactions. Our actions are guided by
mutual trust and respect.

3. Integrity and Transparency: We conduct our business with integrity, sincerity, and
transparency. We adhere to ethical principles in all our dealings and maintain open
communication with our stakeholders.

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4. Pursuit of Excellence: We are dedicated to continuous improvement, relentlessly
striving to enhance ourselves, our teams, and our offerings. Our aim is to be the best
in class, consistently delivering superior services and products.

Here are some key milestones in the history of Havells India Ltd:

1958: Qimat Rai Gupta established Havells as an electrical trading business in Delhi,
India.

1971: Havells started manufacturing capacitors at its first manufacturing plant in

Delhi.

1974: The company expanded its product range by venturing into the manufacturing
of switches.

1980s: Havells introduced innovative products like energy meters and compact
fluorescent lamps (CFLs).

1983: Havells went public and was listed on the Bombay Stock Exchange (BSE).

1992: The company entered the manufacturing of circuit breakers, becoming the first
in India to introduce MCBs (Miniature Circuit Breakers).

1994: Havells set up its first manufacturing facility in Haridwar, Uttarakhand.

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1997: Havells launched its modular switches range, introducing innovative designs
and technology.

2000: The company expanded its product portfolio to include lighting solutions and
started manufacturing CFLs.

2003: Havells acquired Sylvania, a UK-based lighting company, and established a

global presence.

2007: Havells became the first electrical company in India to launch an initial public
offering (IPO) in the London Stock Exchange.

2010: The company acquired the European lighting company, Havells-Sylvania,

which added significant capabilities and expanded its global reach.

2014: Havells launched its range of consumer appliances, including fans, water
heaters, and kitchen appliances.

2017: Havells acquired Lloyd Electric & Engineering Ltd, an Indian consumer
durables company, expanding its presence in the consumer electronics sector.

2021: Havells completed 63 years of operation and continued to be a leading player in

the electrical and lighting industry in India and globally.

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ORGANIZATIONAL STRUCTURE

Havells India Ltd follows a functional organizational structure, with various

functional departments working together to achieve the company's goals and
objectives. The key functional departments within the organization include:

1. Human Resources Department:

The Human Resources department plays a vital role in managing the company's
workforce. They are responsible for recruitment and selection, employee onboarding,
training and development, performance management, compensation and benefits,
employee relations, and ensuring compliance with labor laws and regulations.

2. Marketing & Sales Department:

The Marketing and Sales department is responsible for developing and implementing
marketing strategies to promote Havells' products and services. They conduct market
research, identify customer needs and preferences, develop marketing campaigns,
manage advertising and promotions, and work closely with the sales team to drive
sales growth and achieve targets.

3. Finance Department:

The Finance department manages the financial aspects of the organization. They
oversee budgeting and financial planning, financial reporting and analysis, cash flow
management, financial risk management, taxation, and compliance. The Finance team
provides strategic financial guidance and supports decision-making processes across
the organization.

4. Research & Development Department:

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The Research and Development (R&D) department focuses on innovation and
product development. They conduct research, design new products, improve existing
products, and explore new technologies. The R&D team works closely with other
departments to understand customer needs, identify market trends, and develop
cutting-edge solutions to meet customer requirements.

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Product Profile:

1. Miniature Circuit Breakers (MCBs):

Havells offers Miniature Circuit Breakers (MCBs) that are designed to meet the
evolving electrical distribution needs in residential, commercial, and industrial
sectors. These MCBs have been tested accordin g to the latest specifications, ensuring
a breaking capacity of 10KA. Havells MCBs prioritize improved operating safety,
service continuity, convenience, and cost-effectiveness.

2. Capacitors:

Havells started manufacturing capacitors in February 2007, using S3 technology.

These capacitors are designed and manufactured with triple shielding and a
differential disconnector, ensuring fault protection and environmental compatibility.
The automatic controlled vacuum potting of "Element Modules" helps localize faults
and protect installations. Havells capacitors provide unmatched safety, outstanding
performance, and energy efficiency under Indian conditions.

3. Fans:

Havells entered the fan business in mid-2003 and has become one of the fastest-
growing fan brands in the Indian market. The company offers a diverse range of fans
with innovative designs, excellent finishes, and various features. From premium fans
with exquisite antique finishes to fans specially designed for kids, dual-color fans, and
super-speed fans, Havells caters to a wide range of customer preferences and needs.

4. Cables:

Havells' cables plant, established in 1996 and located in Alwar, Rajasthan, is one of
the largest in India. The plant is ISO 9001-2000 certified and equipped with modern

27
laser-controlled automatic machines. Havells cables are manufactured using high-
quality raw materials sourced from primary manufacturers, ensuring perfect quality.
These cables feature highly compacted conductors to reduce AC losses, pure
insulation to withstand thermal and thermo-mechanical stresses, and complete
protection against electrolytic and chemical corrosion. Additional features include
extruded inner sheaths (for XLPE insulated power cables HT), sequential length
marking on the outer sheath, and over 90% armor coverage for armored cables.

5. Switches:

Havells offers Pearlz, a range of aesthetically designed modular plate switches

engineered for protection and durability. These switches feature a well-designed knob
for smooth operation and an ultra-tech mechanism for longevity. With a pure white
finish, Pearlz switches enhance the aesthetic appeal of walls and promise quality and
reliability.

6. Crabtree Bath Fittings:

Crabtree, backed by the Havells Group, is known for its world-class luxury bath
fittings. Havells has set up an extensive distribution network for Crabtree products,
catering to global clientele. The production at the state-of-the-art plant in Bhiwadi,
Rajasthan, combines advanced technology, maximum functionality, and aesthetic
design to meet the discerning preferences of customers. Crabtree bath fittings offer a
fusion of the best human and technical resources, ensuring exceptional quality and
design.

7. Havells Meters:

Havells, through its unit TTL Limited, manufactures high-quality single-phase

Ferraris meters in a joint venture with Deutsche Zahlergesellschaft (DZG) of
Germany. These meters have a well-established and proven design, ensuring high
accuracy, reliability, and long life. They are used for energy measurement purposes

28
and cater to quality-conscious customers in European markets, worldwide export
markets, and Indian utilities. Havells meters contribute to improving the utility-
consumer relationship by providing reliable and genuine data for billing purposes.

8. CFL (Compact Fluorescent Lamps):

Havells is a leading energy-efficient lighting solutions company in India. The

company manufactures compact fluorescent lamps (CFLs) and luminaries with the
aim of providing energy-efficient light sources. Havells CFLs are manufactured using
state-of-the-art machinery, cutting-edge technologies, and high-quality raw materials
imported from reliable sources worldwide. These CFLs offer the highest lumen

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SWOT Analysis of Havells India

A SWOT analysis identifies a company’s strengths, weaknesses, opportunities, and

threats. A proven and true management paradigm that allows Havells India to
compare its business and performance with competitors and the industry as a whole.

So let us go ahead and first have a glance at the strengths of Havells India from the
SWOT analysis of Havells India.

Strengths of Havells India

The strength of an organisation is the special abilities that make them stand out and
create its own space in the market. Here are some strengths of Havells India:

 Preferred Choice & Loyalty: Havells as a brand has earned the position of

being India’s most preferred choice in terms of electronic goods. The majority
of the electronic products which are sold by Havells India are cables, wires,
kitchen appliances, fans and electric water heaters. Buyers of these categories
are loyal to Havells India and that’s the biggest strength of Havells India we
can ever define. 

 Market Share: Havells India is spread all over the world and the products are
available in 60 plus countries. Havells products are made in India at its 13+
state-of-art manufacturing plants. The dealer community of 14000+ people
makes Havells India products reach all over the world and in the households. 

 Range of Products: Havells India manufactures a range of electronic products

including home appliances, kitchen appliances, commercial & industrial
appliances, fan & lighting, water heaters, motors etc. and many more. All the
products are of high quality, cost-effective and electricity savers which is why
these products rule the Indian market.

30
  International Markets: Havells India invests greatly in fast-moving and
emerging markets including European, South Africa, the US and the UK. This
strategy has expanded its presence and also helps to attain greater visibility.

 Genuine Material Suppliers: It has a powerful base of reliable suppliers of

raw materials, thus facilitating the company to survive any supply chain
bottlenecks. 

 Highly Skilled Workforce: Havells India is empowering large resources in

the training and development of its employees, resulting in a workforce that is
not only highly competent but also motivated to achieve a surplus.

 Acquisitions & Mergers: Havells India is great in terms of acquisitions and

mergers including its acquisition of Sylvania – a Frankfurt-based company
that is leading the lighting business in global markets. 

 CSR Activities: Havells India has a huge contribution to social initiatives and

it commits to continuously improving its social responsibilities. Havells
India’s CSR efforts revolve around eight strong pillars of health & nutrition,
education, skill development, sanitation, healthcare, environment, heritage
conservation and other humanitarian causes being children at the core.

 Follows Sustainability: Havells India lives on the ethos of sustainability and

manufacturing its goods using new innovative efficiencies. Havells India is
focused on delivering powerful, sustainable and energy-efficient solutions.
Havells sustainability vision is to, reduce CO2 emissions, improve
environmental protection, improve quality of life, offer profitable solutions to
the market.

Weaknesses of Havells India

Weaknesses are the areas of an organisation where improvement or attention is

needed the most. Some major flaws of Havells India are listed below:

 Globally Small Market Share: The global market share of Havells India is

slowly going down. Big international brands like Samsung, Prestige, Philips

31
 etc. are covered at all places ultimately reducing the market visibility of
Havells India. 

 Debt Ratio: Havells India is estimated to owe a high debt ratio which is a big
weakness for its business success.

 Financial Position: Havells India has seen a major downfall in its annual

financial report that indicates a fall in all including net profit, annual revenue,
total assets and market capitalization. The cause behind this is either Havells
inefficient marketing strategies or uncontrollable expenses.

 A slowdown in Global Markets: A slowdown in the global market will affect

more adversely after a series of acquisitions.

 Switchgear Segment: Although Havells India’s lights, switchgear, fans are

preferred by household contractors, still Havells India has a weak place in the
overall industrial switchgear segment or we can say on a global scale.

Opportunities for Havells India

Opportunities refer to convenient external factors that could grant the organisation a
competitive advantage. Some of the opportunities of Havells India are listed below:

 Advantage of Being Leading: Havells is India’s leading brand in terms of

electronic equipment and this can be taken as an advantage by Havells to
extend its acquisition of other companies including Chinese manufacturers.

 Globally Emerging Markets: Critically, an emerging market economy is

transitioning from a low income, less developed, often pre-industrial economy
towards a modern, industrial economy with a higher standard of living.

 Working on Weak Segment: Havells India working on its weaknesses will

provide them with more opportunities to expand its business operations. 

 New Technology: Havells India may now use differential pricing in the new
market thanks to the new technology. It will motivate the company to
reinforce its existing clients via excellent service while also attracting new
clients through various value-oriented offers.

32
  New Markets: The adoption of new technology criteria and government free
trade agreements has provided Havells India with an opportunity to enter a
newly developing market.

Threats to Havells India

Threats are something that can sceptically affect the organisation externally. Here are
some threats to Havells India:

 High Competition: Havells India’s stable profitability has increased many

competitors in the industry over the last two years which has put downward
pressure on not only profitability but also on overall sales, so this is one of the
biggest threats for Havells India. 

 Competitors Advance Technologies: New technologies developed by

competitors or market disruptors could be a serious threat to the industry in the
medium to long term future. This is because due to the new technologies
developed by the competitors they would be able to do more production, and
because of more production, they would be able to supply more as per the
demand. New technologies also help in reducing the cost of production.

 The Pressure of Environment Bodies: The company follows heavy

manufacturing of electronic equipment at its 13 manufacturing plants led to
increasing pressure from environmental activists and several lawsuits against
Havells India for exploiting the environment.  

 Local Distributors & Contractors: Distributors and contractors taking

contracts for fitting electronic components in Indian households are using
local or duplicate electronic components to save higher margins and to
increase their profit. This has been a huge threat to Havells India because local
manufacturers and distributors are capturing the market at a faster pace by
providing higher margins to such contractors. 

 Huge Dependence on Indian Market: Havells India is hugely dependent on

economic movements of the Indian market because the business seeks

33
 maximum profit from India and a sudden uneven economic condition can lead
to Havells India seeing some bad days.

RESEARCH OBJECTIVE AND METHODOLOGY

Title: Analysis of Marketing Strategies and Customer Perception of Havells Products

Objective:

The objective of this research is to gain insights into the marketing strategies
employed by Havells and evaluate the acceptance of their products in the market.
Additionally, the study aims to assess the merits and demerits of Havells' MCB
promotional offers, gauge customer perception regarding the quality of Havells
products, and measure customer and retailer satisfaction with the company's products
and services.

Methodology:

The research methodology used in this study included both secondary and primary
data collection.

1. Secondary Data:

- Company brochures and manuals: Analyzing the promotional materials provided

by Havells to understand their marketing strategies.

34
 - Internet: Gathering information from reputable sources, industry reports, and
market trends related to Havells products and competitors.

2. Primary Data:

- Personal Interviews: Conducting face-to-face interviews with key stakeholders,

including customers and retailers, to gather their perspectives on Havells products,
promotional offers, and overall satisfaction.

- Questionnaire: Designing a structured questionnaire to collect quantitative data

from a random sample of 80 consumers. The questionnaire included questions related
to product acceptance, customer perception, and satisfaction.

Sampling Method:

Random sampling was employed to select the participants for the personal interviews
and questionnaire. The sample size consisted of 80 respondents from the target
audience of consumers.

Analysis:

Both qualitative and quantitative analysis techniques were utilized to analyze the data
collected from the personal interviews and questionnaires. The qualitative data
provided insights into participants' perceptions and experiences, while quantitative
data enabled statistical analysis of responses.

Limitations:

There are several limitations to this study, including:

- Limited geographical scope: The research was conducted only in BANGALORE ,

which may not represent the broader market dynamics of other regions.

35
- Retailer responsiveness: Some retailers may not have provided adequate time or
accurate answers to the questions, which could introduce potential bias or errors in the
data collection.

Conclusion:

The findings from this research will provide valuable insights into the marketing
strategies of Havells, customer perception of their products, and the level of customer
and retailer satisfaction. It is important to consider the limitations and potential biases
when interpreting the results.

LITERATURE REVIEW

Marketing Strategies for Increasing Client Base and Sales

Marketing strategies play a crucial role in expanding a company's client base and
increasing sales. The following strategies have been identified in the literature as
effective approaches for achieving these goals:

1. Designing a comprehensive catalogue: Creating a well-designed catalogue

showcasing all the company's products, along with technical specifications, vision,
mission, goals, and quality policy, can be an effective tool. This catalogue can be
distributed to potential clients in the power distribution sector to raise awareness of
the company's offerings.

2. Advertisement in newspapers and magazines: Placing advertisements in prominent

newspapers (such as Times of India, Hindustan Times, Dainik Jagran, Punjab Kesri)

36
and industry magazines (such as Electrical Today, Electronics for you) can attract the
attention of potential clients. These advertisements should highlight the company's
products, quality policy, and relevant certifications and approvals. Contact
information, including the head office details, should be provided for interested
companies to make inquiries.

3. Sending introductory letters to potential clients: Conducting online research to

identify potential clients in the power distribution sector can be a proactive approach.
Sending introductory letters along with the company catalogue to these potential
clients can generate interest and lead to future orders.

4. Participation in technical fairs and exhibitions: Active participation in industry-

specific fairs and exhibitions, such as ELECRAMA, organized by the Indian
Electrical and Electronics Manufacturers' Association (IEEMA), provides a platform
to showcase products to a wide range of buyers. These events attract buyers from
across the country and offer opportunities to establish new business relationships and
secure orders.

5. E-marketing initiatives: Leveraging online platforms for business-to-business

(B2B) marketing can be highly beneficial. Creating a strong online presence through
B2B marketing sites allows companies to provide detailed information about their
products, corporate offices, marketing offices, client portfolio, and product
catalogues. Advertisement banners on these platforms can be hyperlinked to the
company's website, facilitating direct engagement with potential clients.

6. Online buyer search: Actively searching for potential buyers on B2B buying and
selling sites can be an effective strategy. Regular monitoring of these platforms can
help identify buyers who express interest in purchasing products manufactured by the
company, allowing for timely outreach and potential sales opportunities.

37
It is important for companies to evaluate and select the marketing strategies that align
with their target market, industry dynamics, and resources. Implementing a
combination of these strategies can significantly enhance a company's visibility,
attract new clients, and drive sales growth.

38
Competitive Analysis of Havells in the Indian Market

Havells operates in the highly competitive electrical equipment industry in India,

facing competition from several domestic and international players. Here is a
comprehensive analysis of Havells' competitors and its position in the Indian market:

1. Schneider Electric India:

- Strengths: Schneider Electric has a strong presence in the Indian market with a
diverse product portfolio. They offer innovative solutions and have a well-established
distribution network.

- Weaknesses: Havells competes with Schneider Electric on product quality and

pricing. Schneider Electric's premium pricing may pose a challenge in price-sensitive
segments.

2. Legrand India:

- Strengths: Legrand is a prominent player in the Indian market and offers a wide
range of electrical products. They have a strong distribution network and brand
recognition.

- Weaknesses: Havells competes with Legrand based on product quality, pricing, and
market reach. Legrand's pricing might be higher, providing an opportunity for Havells
to attract price-conscious customers.

3. Siemens India:

- Strengths: Siemens is a global leader in electrical equipment and has a strong

presence in India. They are known for their advanced technologies and expertise in
various industry segments.

39
- Weaknesses: Havells competes with Siemens based on product quality, pricing, and
market share. Siemens' premium pricing may be a challenge in price-sensitive
segments.

4. ABB India:

- Strengths: ABB is a well-established player in the Indian market, particularly in the

industrial sector. They offer advanced technology solutions and have a strong
customer base.

- Weaknesses: Havells competes with ABB based on product quality, pricing, and
market reach. ABB's premium pricing may limit its market share in certain segments.

5. L&T Electrical & Automation:

- Strengths: L&T is a major player in the Indian market with a comprehensive product
portfolio. They have expertise in electrical and automation solutions and a strong
presence in various industry segments.

6. Philips India:

- Strengths: Philips is a well-known brand globally and has a strong presence in the
Indian market. They offer a wide range of lighting and electrical products, including
LED lighting solutions.

- Weaknesses: Havells competes with Philips based on product quality, pricing, and
innovation. Philips' brand reputation and extensive product range can be challenging
to compete with.

7. Crompton Greaves Consumer Electricals:

40
- Strengths: Crompton Greaves is a leading player in the Indian electrical industry,
known for its wide range of consumer electrical products. They have a strong
distribution network and brand recognition.

- Weaknesses: Havells competes with Crompton Greaves on product quality, pricing,

and market reach. Crompton Greaves' established presence in the consumer segment
may pose a challenge for Havells.

8. Bajaj Electricals:

- Strengths: Bajaj Electricals is a well-established player in the Indian market,

offering a diverse range of electrical products. They have a strong distribution
network and a wide customer base.

- Weaknesses: Havells competes with Bajaj Electricals based on product quality,

pricing, and brand visibility. Bajaj Electricals' reputation and customer loyalty can be
competitive advantages.

9. Anchor Electricals:

- Strengths: Anchor Electricals is a leading player in the Indian electrical industry,

known for its switches, wires, and other electrical products. They have a strong
presence in the residential and commercial segments.

- Weaknesses: Havells competes with Anchor Electricals on product quality, pricing,

and market share. Anchor Electricals' established presence in the switches and wiring
segment can pose a challenge.

10. Orient Electric:

- Strengths: Orient Electric is a well-known brand in the Indian market, offering a

wide range of electrical products, including fans, lighting, and switches. They have a
strong distribution network and a loyal customer base.

41
- Weaknesses: Havells competes with Orient Electric based on product quality,
pricing, and brand positioning. Orient Electric's reputation in the fan and lighting
segments can be a competitive factor.

customer service, and marketing strategies. Analyzing customer needs, investing in

research and development, and maintaining a strong distribution network will be key
to maintaining and expanding its market share in the face of intense competition.
- Weaknesses: Havells competes with L&T based on product quality, pricing, and
market visibility. Havells has an opportunity to leverage its strong brand presence to
compete effectively.

Havells' strengths in the Indian market include its dedicated workforce, flexible
production capabilities, customer-centric approach, competitive pricing, and strong
brand recognition. The company has an extensive distribution network across India,
giving it an advantage in reaching customers in both urban and rural areas.

To stay ahead in the highly competitive market, Havells should focus on continuous
product innovation, enhancing product quality, expanding its distribution network,
and strengthening customer relationships. It can also leverage its manufacturing
capabilities in India to offer cost-effective solutions to customers. Regular market
research and understanding customer needs will be crucial for Havells to maintain its
competitive edge.

42
Factors for Success: Havells Case Study

Havells, a renowned lighting solutions company in India, has achieved remarkable

success by employing various strategies and capitalizing on key factors that have
propelled its growth. Examining these factors provides valuable insights into the
company's success. Here are the factors that have contributed to Havells'
achievements:

1. Customer-Centric Approach: Havells' unwavering commitment to understanding

customer needs and preferences has been instrumental in its success. By conducting
extensive market research and staying attuned to evolving consumer trends, Havells
has consistently developed innovative and high-quality lighting products that cater to
customer demands.

2. Innovation and Technological Advancements: Havells has embraced innovation

and technological advancements to stay ahead of the competition. By investing in
research and development, the company has continuously introduced cutting-edge
lighting solutions that offer enhanced energy efficiency, longer lifespan, and superior
performance, thereby meeting the growing demands for sustainable and smart lighting
systems.

3. Strong Brand Equity: Havells has built a strong brand reputation through its
consistent focus on quality, reliability, and customer satisfaction. The company's
commitment to delivering products that meet international standards, its industry-
leading warranties, and its robust after-sales service have earned the trust and loyalty
of customers, establishing Havells as a preferred choice in the lighting solutions
market.

43
4. Extensive Distribution Network: Havells has strategically developed an extensive
distribution network that reaches both urban and rural areas. By partnering with a
wide network of authorized dealers, distributors, and retailers, the company ensures
widespread availability of its products, effectively penetrating various market
segments and maximizing its market reach.

5. Effective Marketing and Promotion: Havells has leveraged effective marketing and
promotional strategies to create brand awareness and drive customer engagement.
Through targeted advertising campaigns in print media, television, digital platforms,
and social media channels, Havells has effectively communicated its product
offerings, brand values, and unique selling propositions, thereby influencing
consumer purchasing decisions.

6. Continuous Product Innovation: Havells' focus on continuous product innovation

has enabled it to introduce a diverse range of lighting solutions tailored to different
customer segments and market needs. By regularly launching new products and
upgrading existing ones, Havells stays relevant and competitive in an ever-evolving
industry, capturing market share and maintaining its leadership position.

7. Strong Manufacturing Capabilities: Havells' state-of-the-art manufacturing

facilities equipped with advanced machinery and adherence to stringent quality
control measures have contributed to its success. The company's ability to
manufacture products efficiently and cost-effectively has enabled it to offer
competitive pricing while maintaining superior product quality.

8. Skilled Workforce: Havells recognizes the importance of a skilled and motivated

workforce in driving success. The company invests in talent acquisition, training, and
development initiatives to nurture a highly skilled and competent workforce. Havells'
employees, with their expertise and dedication, contribute to the company's
continuous growth and innovation.

44
9. Focus on Sustainability: Havells places a strong emphasis on sustainability and
eco-friendly practices. By promoting energy-efficient lighting solutions and adopting
environmentally responsible manufacturing processes, Havells aligns with the global
shift towards sustainable development, appealing to environmentally conscious
customers and enhancing its corporate reputation.

10. Adaptability to Market Changes: Havells' ability to adapt to market changes and
emerging trends has played a significant role in its success. The company's agility in
identifying new opportunities, diversifying its product portfolio, and expanding into
related sectors has allowed it to stay resilient and seize growth prospects even in
challenging market conditions.

By leveraging these factors, Havells has established itself as a market leader in the
lighting solutions industry, both in India and globally. The company's focus on
customer satisfaction, innovation, branding, distribution, and sustainability has
propelled its growth and positioned it for continued success in the dynamic and
competitive market landscape.

45
 DATA ANALYSIS AND INTERPRETATION

CLASSIFICATION ACCORDING TO GENDER

Gender No. of Respondents Percentage

Male 42 80%

Female 08 20%

Total 50 100%

42

40

35

30

25

20

15 08

10

0
Male Female

analysis:

80% of respondents are male persons,20% of respondents are female persons.

46
 CLASSIFICATION BY PRODUCTS OWNED

Do you have any of the Havells products?

SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 Yes 25 50%

2 No 25 50%

3 Total 50 100%

25

20

15

10

0
Yes No

INFERENCE:

The above table indicates that, 25% people have Havells products & 25%
people do not have.

47
 CLASSIFICATION BY PRODUCT TYPES

(A). If “Yes” which product do you have?

NO. OF
SR.NO. PARTICULARS PERCENTAGE
RESPONDENTS

1 CAPACITORS 4 16%

2 BATHFITTINGS AND ACCESSORIES 2 8%

3 CABLES AND WIRES 4 16%

4 FANS 4 16%

5 MOTORS 1 4%

6 LIGHTING 6 24%

7 CFL 2 8%

8 DIGITAL DIMMING 2 8%

9 Total 25 100%

30%

25%

20%

15%

10%

5%

0%
MOTORS LIGHTING CFL DIGITAL DIMMING

INFERENCE:

The above table indicates that, 24% people have lighting, 16% people have cables and
wires, 8% have bathfittings and accessories, 16% have capacitors, 8% digital
dimming, 8% have cfl, 16% have fans & 4% have motors.

48
CLASSIFICATION BY PURCHASE PERIOD

When did you purchase your Havells product?

NO. OF
SR.NO. PARTICULARS PERCENTAGE
RESPONDENTS

1 Less than 6 months 10 40%

2 6 months to 1 year 8 32%

3 1 -2 years 4 16%

4 2 – 5 years 2 8%

5 More than 5 years 1 4%

9 Total 25 100%

45%
40%
35%
30%
25%
20% Series1
15%
10%
5%
0%
Less than 6 6 months to 1 -2 years 2 – 5 years More than 5
months 1 year years

INFERENCE:
The above table indicates that, 16% people plans for purchasing Havells products in
1-2 yr, 4% plan more than 5 yr, 40% plan in less than 6 months, 32% plan in 6 month
to 1 yr.

49
 CLASSIFICATION BY USAGE PURPOSE

What is main purpose of using Havells product?

SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 Personal 13 52%

2 Official 10 40%

3 Both 2 8%

4 Total 25 100%

INFERENCE:
The above table indicates that, 52% purchasing Electronic for person use, 8%
purchase for both purpose, 40 % purchase for official use.

50
SATISFACTION LEVEL OF HAVELLS PRODUCTS

Your satisfaction level towards your Havells product?

NO. OF
SR.NO. PARTICULARS PERCENTAGE
RESPONDENTS

1 Strongly satisfied 9 36%

2 Satisfied 13 52%

3 Dissatisfied 2 8%

Strongly
4 1 4%
dissatisfied

5 partially satisfied 0 0%

  Total 25 100%

INFERENCE:
The above table indicates that, 52% people satisfied with their electronic products,
36% strongly satisfied with their electronic products, 8% people dissatisfied with their
electronic products, 4% people strongly dissatisfied with their electronic products.

51
CUSTOMERS PREFERENCE IN HAVELLS PRODUCTS

Which types of features prefer most by you in Havells product?

SR.NO NO. OF
PARTICULARS PERCENTAGE
. RESPONDENTS

1 Product functionality 9 36%

2 Product design 8 32%

3 Packaging 5 20%

4 Product Size 2 8%

Service –
5 1 4%
Repair ,Warranty & etc

  Total 25 100%

40%
30%
20%
10%
0%
c Series1
ali
ty ign in
g ize et
n des kag ctS &
cti
o t c u ty
uc Pa od ra
n
un d Pr ar
ctf Pr
o
u ,W
od air
Pr ep
e –R
r vic
Se

INFERENCE:
The above table indicates that, 32% people gives preference to Product design, 36%
for Product functionality, 8% for Product Size, 20% give preference Packaging, 4%
gives Service – Repair ,Warranty & etc.

52
 FACTORS INFLUENCE BUYING DECISION

What are the factors which influence your buying decision?

SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 Price 9 36%

2 Availability 7 28%

3 Schemes 4 16%

4 Quality 3 12%

5 Advertisement 2 8%

  Total 25 100%

INFERENCE:
The above table indicates that, 28% people influencing through availability of
product, 36% influencing through price, 16% through schemes, 12% through Quality
of Havells products & 8% through advertisement.

53
 CUSTOMERS FROM OTHER BRANDS

Did you switched over from any other brand to this brand?

SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 Yes 5 20%

2 No 20 80%

  Total 25 100%

INFERENCE:
The above table indicates that, 20% people had been switched over.

54
 PERSON DOES NOT HAVE HAVELLS PRODUCT.

CLASSIFICATION BY CUSTOMERS PURCHASE PLAN

When would you purchase the Havells Electronic Products?

SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 Less than 6 months 11 44%

2 6 months to 1 year 10 40%

3 1 -2 years 3 12%

4 2 – 5 years 1 4%

5 More than 5 years 0 0%

  Total 25 100%

INFERENCE:
The above table indicates that, 44% people purchase Havells in less than 6 months,
40% in 6 month to 1 yr., 12% in 1-2 yr. & 4% people plans for purchasing their
electronic product in 2-5 yr.

55
 CLASSIFICATION BY PRICE RANGE

What price range will you be prepared to pay for such a Product?

SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 Rs. 2500 – 3000 12 48%

2 Rs. 3500 – 4000 6 24%

3 Rs. 4500 – 5000 2 8%

4 Rs. 3000 – 3500 3 12%

5 Rs. 4000 – 4500 2 8%

6 Above 5000 0 0%

7 Total 25 100%

60%

50%

40%

30%

20%

10%

0%
Rs. 2500 – Rs. 3500 – Rs. 4500 – Rs. 3000 – Rs. 4000 – Above
3000 4000 5000 3500 4500 5000

INFERENCE:
The above table indicates that, 12% choose the range of 3000-3500, 48% for 2500-
3000, and 8% choose for 4500-5000 & 8% choose for 4000-4500.

56
 Hi There, We prioritize the best service for our paid customers and promptly process
eligible refunds. Our quick response to inquiries and concerns is guaranteed. Kindly
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12:18PM

CUSTOMERS RANK FOR HAVELLS PRODUCTS

Rank the Product according to your preference?

NO. OF
SR.NO. PARTICULARS RANK PERCENTAGE
RESPONDENTS

LIGHTING 7 1
1 27%

BATHFITTINGS AND 1 5

2 ACCESSORIES 4%

CFL
3 4 3 15%

FANS
4 7 2 27%

CABLES AND WIRES

5 2 8 8%

DIGITAL DIMMING
6 3 4 12%

57
 MOTORS
7 1 7 4%

CAPACITORS
8 1 6 4%

9 Total 26   100%

30%

25%

20%

15%

10%

5%

0%
G ES L NS ES G S
IN RI CF IR IN OR RS
HT
SO FA W M O T TI O
LIG ES ND
IM M A C
CC A LD P
A ES TA CA
ND BL IGI
A D
GSA C
IN
FITT
TH
BA

INFERENCE:

The above table indicates that, 27% choose lighting, 4% choose bathfittings and
accessories, 27% choose fans, 4% for motors, 4& for capacitors, 12% for digital
dimming, 8% for cables and wires.

58
59
 MAIN PURPOSE OF PRODUCT USAGE

The main purpose of purchasing the Havells product

SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 Personal 13 52%

2 Official 9 36%

3 Both 3 12%

4 Total 25 100%

INFERENCE:
The above table indicates that, 52% people choose for personal use, 12% for both use
& 36% for Official use.

60
61
 FACTORS INFLUENCE BUYING DECISION

12. What are the factors which influence your buying decisions? (Rank 1-5)

SR.NO
PARTICULARS NO. OF RESPONDENTS RANK PERCENTAGE
.

1 Price 10 1 40%

2 Availability 3 2 12%

3 Schemes 5 4 20%

4 Quality 6 3 24%

5 Advertisement 1 5 4%

6 Total 25   100%

45%
40%
35%
30%
25%
20% Series1

15%
10%
5%
0%
Price Availability Schemes Quality Advertisement

INFERENCE:
The above table indicates that, 12% people influencing through availability of
product, 40% through price, 24% through quality, 20% through schemes & 4%
through advertisement.

62
 CUSTOMERS PREFERENCE IN HAVELLS PRODUCTS

What type of features you prefer most from Havells?

SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 Product functionality 8 32%

2 Product design 11 44%

3 Packaging 2 8%

4 Product Size 2 8%

Service –
5 2 8%
Repair ,Warranty & etc

6 Product functionality 25 100%

50%
40%
30%
20%
10%
0% Series1
ty g e c
ali ign in Siz et
n es ag t &
tio t d ck uc ty
nc uc Pa od
ra
n
fu od Pr ar
uc
t Pr ,W
od air
Pr ep
–R
ice
rv
Se

INFERENCE:
The above table indicates that, 44% give preference to Product design, 32% to
Product functionality, and 8% for Packaging, 8% for Service, 8% for Product Size.
14. Please tick one of the item for each of the product for your desire Havells
products?

63
PREFERENCES IN EACH PRODUCT

(A).FAN

SR.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 High Speed Fans 2 8%

2 Wall Mounting Fans 5 20%

3 Ceiling Fans 9 36%

4 Pedestal Fans 5 20%

5 Ventilating Fans 4 16%

6 Total 25 100%

40%
35%
30%
25%
20%
15%
10% Series1
5%
0%
ns ns ns an
s ns
Fa g Fa g Fa la F g Fa
d
ee nti
n ilin st n
Sp u Ce ede tilati
gh o P n
Hi M Ve
all
W

INFERENCE:
The above table indicates that, 36% give preference to Ceiling Fans, 20% for Pedestal
Fans, 20% for Wall Mounting Fans, 16% for Ventilating Fans & 8% for High Speed
Fans.
objects matalogy
tite analises of marketing statergys and customer perception with refers to haval
banagalore ... scope- the study is undertaking bangalire city only

64
65
 (B).LIGHTING

SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 Specialty lamps 1 4%

2 LED Lighting 2 8%

3 Consumer Lighting 12 48%

4 Industrial Lighting 10 40%

5 Total 25 100%

60%

50%

40%

30%

20%
Series1
10%

0%
ps tin
g
tin
g
tin
g
lam gh gh gh
y Li Li Li
alt D er al
pec
i LE um stri
S ns du
Co In

INFERENCE:
The above table indicates that, 48% give preference to Consumer lighting, 40% for
Industrial lighting, 8% for LED & 4% for Specialty lamps.

66
 (C). INDUSTRIAL CIRCUIT PROTECTION

SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 MCCB 3 12%

2 Switch Disconnector 10 40%

Fuse Switch and Switch

3 5 20%
Fuse

4 Load Changeover Switch 7 28%

5 Total 25 100%

40%
30%
20%
10%
0% Series1
B r se
CC cto Fu tch
M ne h Swi
on itc ve
r
si c Sw
eo
D d
h an ng
itc h Ch
a
Sw itc
Sw ad
se Lo
Fu

INFERENCE:

The above table indicates that, 40% gives preference to Switch Disconnector, 28% for
Load Changeover Switch, 20% for Fuse Switch and Switch Fuse &12% for MCCB.

67
(D). Motors

NO. OF
SR.NO. PARTICULARS PERCENTAGE
RESPONDENTS

Inverter Duty Motors with 3

1 12%
Forced Cooling

2 Foot Mounting 17 53%

3 Brake Motors 5 20%

4 Flange Motor 15%

5 Total 25 100%

400%
300%
200%
100%
0%
g g s or
lin tin or ot
o n ot Series1
Co ou M
ge
M
ed t M ake an
rc o Br Fl
Fo Fo
with
s
or
ot
M
u ty
rD
r te
ve
In

INFERENCE:

The above table indicates that, 53% gives preference to Foot Mounting, 20% for
Brake Motors, 15% for Flange Motor & 12% for Inverter Duty Motors with Forced
Cooling.

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 FINDINGS

 80% of respondents are male persons.

 25% people have Havells products.
 24% people have lighting.
 16% people plans for purchasing Havells products in 1-2 yr.
 52% purchasing Electronic for person use.
 52% people satisfied with their electronic products.
 36% people give preference to Product functionality.
 36% people are influenced through price.
 20% of the people have switched from brand to brand.
 12% for people purchase Havells product for both personal and Official use.
 12% people influenced through availability of product
 36% of the people give preference to Ceiling Fans.
 48% of the people give preference to Consumer lighting.
 40% of the people give preference to Switch Disconnector.
 53% of the people give preference to Foot Mounting.

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 CONCLUSION

The study was done in order to find out the purchase decision of customers
towards Havells products. After analyzing the data, it was found that the purchase
decision of customers towards Havells products is better and not the best. Various
suggestions are suggested to increase the purchase decision of customers and help to
reach target.

DIRECTION FOR FUTURE RESEARCH

 There are some aspects influencing customer purchase decisions like

dependency on the Culture of the country. In-depth study of the demand for
the products are left untouched in this study due to time Constraints which
can further be explored.
 The factors such as higher expectation and satisfaction level of the brand can
further researched. And the testing of availability of the products with the
retailers can be explored for the further research.

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 RECOMMENDATIONS

 Havells India Company having large number of channel partners but it is not
supporting & taking care all of them equally which results in increasing
discontentment among new channel partners because it’s not possible for
company to support all of them equally. Company should take some positive
action against it.
 Company executive should visit dealers on regular basis.

 They should pay proper attention towards checking of various components of

products before end user delivery. Otherwise it tends towards defame of brand
name in comparison to rivals.
 Need to expand customer care center.

 Proper attention should be paid for advertisement planning otherwise it may lead
to problem for dealer as well as for company.
 Company should tie up with some event management company to organize
various promotional activities like canopy, Carnival.
 Company should make policy for fixed end user price for all dealers so that fair
game will be played & dealer would not to compromise on their margin.

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 BIBLIOGRAPHY

The lists of reference for the purpose of completing this marketing project are as
given below:

Reference Books

 Saunders,.M., Lewis. P., and Thornhill.A. (2003), Research Methods for

Business Students, 3rd Edition, Financial Times Prentice
 Boyd and Stasch (2001), Marketing Research, 3rd Edition, Financial Times
Prentice

Websites

 http://www.havells.com
 http://business.mapsofindia.com/india-company/h/havells-india.html
 http://havellsindia.wordpress.com

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 APPENDIX

QUESTIONNAIRE

Personal Details

a. Name :

b. Age :

c. Gender :

d. Address :

e. Phone No :

f. Income :

g. Occupation

a. Businessman [ ] b. Govt.Employee [ ]

c. Private [ ] d.Others Specify [ ]

1. Do you have any of the Havells products?

(a). Yes

(b). No

(A). If “Yes” which product do you have?

I. CAPACITORS
II. BATHFITTINGS AND ACCESSORIES
III. CABLES AND WIRES
IV. FANS
V. MOTORS
VI. LIGHTING
VII. CFL
VIII. DIGITAL DIMMING

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2. When did you purchase your Havells product?
I. Less than 6 months
II. months to 1 year
III. 1 -2 years
IV. 2 – 5 years
V. More than 5 years

3. What is main purpose of using Havells product?

I. Personal
II. Official
III. Both

4. Your satisfaction level towards your Havells product?

I. Strongly satisfied
II. Satisfied
III. Dissatisfied
IV. Strongly dissatisfied
V. partially satisfied

5. Which types of features prefer most by you in Havells product?

I. Product functionality
II. Product design
III. Packaging
IV. Product Size
V. Service – Repair ,Warranty & etc

74
6. What are the factors which influence your buying decision?

Price

Availability

Schemes

Quality

Advertisement

7. Did you switched over from any other brand to this brand?

Yes

No

8. When would you purchase a Havells Electronic Products?

Less than 6 months

6 months to 1 year

1 -2 years

2 – 5 years

More than 5 years

9. What price range will you be prepared to pay for such a Product?
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 Rs. 2500 – 3000

Rs. 3500 – 4000

Rs. 4500 – 5000

Rs. 3000 – 3500

Rs. 4000 – 4500

Above 5000

10. Rank the Product according to your preference?

I. CAPACITORS
II. BATHFITTINGS AND ACCESSORIES
III. CABLES AND WIRES
IV. FANS
V. MOTORS
VI. LIGHTING
VII. CFL
VIII. DIGITAL DIMMING

11. The main purpose of purchasing the Havells product?

Personal

Official

Both

12. What are the factors which influence your buying decisions?

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 Price

Availability

Schemes

Quality

Advertisement

13. Which types of features prefer most from Havells?

Product functionality

Product design

Packaging

Product Size

Service – Repair ,Warranty & etc

Product functionality

14. Please tick one of the item for each of the product for your desire Havells
products?

A.FAN
High Speed
Fans

Wall Mounting Fans

Ceiling Fans

Pedestal Fans

Ventilating Fans

B. LIGHTING

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 Specialty lamps

LED Lighting

Consumer Lighting

Industrial Lighting

C. INDUSTRIAL CIRCUIT PROTECTION

MCCB

Switch Disconnector

Fuse Switch and Switch Fuse

Load Changeover Switch

D. Motors

Inverter Duty Motors with Forced Cooling

Foot Mounting

Brake Motors

Flange Motor

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