BC
Content
Gaurav: 9885530001.. CONTENTS
1. OBJECTIVE OF THE PROJECT 2. COMPANY·S PROFILE -VISION -MISSION -VALUES 3. MARKETING CONCEPTS -MARKETING MIX -STP 4. QUESTIONNAIRE (customers) 5. CASE STUDY 6. ARTICLE7. ANALYSIS/INTREPRETATION OF QUSTIONNAIRE 8. RECOMMENDATIONS/ SUGESTIONS 9. CONCLUSION 10. BIBLIOGRAPHY
OBJECTIVE OF THE PROJECT
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Understand the company and its operations Relate the marketing concepts with Havells Understand & Analyse STP of the product Understand & Analyse Marketing Mix of the product Form of communication followed at Havells Understand the marketing communication Customers perception about the product Provide suggestions after analysis & interpretation
COMPANY·S PROFILE
Havells India Ltd. is a billion-dollar-plus organization, and is one of the largest & India's fastest growing electrical and power distribution equipment manufacturer with products ranging from Industrial & Domestic Circuit Protection Switchgear, Cables & Wires, Motors, Fans, Power Capacitors, CFL Lamps, Luminaries for Domestic, Commercial & Industrial applications, Modular Switches, & Bath fittings covering the entire gamut of household, commercial and industrial electrical needs. Havells owns some of the prestigious global brands like Crabtree, Sylvania, Concord, Luminance, Linotile, & SLI Lighting. With 91 branches / representative offices and over 8000 professionals in over 50 countries across the globe, the group has achieved rapid success in the past few years. Its 8 state-of-the-art manufacturing plants in India located at Haridwar, Baddi, Noida, Sahibabad, Faridabad, Bhiwadi, Alwar, Neemrana, and 7 state-of-the-art manufacturing plants located across Europe, Latin America & Africa churn out globally acclaimed products. Havells is a name synonymous with excellence and expertise in the electrical industry. Its 20000 strong global distribution network is prompt to service customers. The company has acquired a number of International certifications, like BASEC, CSA, KEMA, CB, CE, ASTA, CPA, SEMKO, SIRIUM (Malaysia), SPRING (Singapore), TSE (Turkey), SNI (Indonesia) and EDD (Bahrain) for various products. Today, Havells and its brands have emerged as the preferred choice of electrical products for discerning individuals and industrial consumers both in India and abroad. In an attempt to transform itself from an industrial product company to a consumer products company, Havells launched consumer electrical products such as CFLs, Fans, and Modular Switches & Luminaries. The company has been consistent in its brand promotion with sponsorship of Cricket events like T20 World Cup, India-Australia Series and IPL Season 1 and 2. The company has also taken the initiative to reach directly to the consumers through "Havells Galaxy" ² a one stop shop for all electrical and lighting needs.
Social and environmental responsibility has been at the forefront of Havells operating philosophy and as a result the company consistently contributes to socially responsible activities. For instance, the company is providing midday meal in government schools in Alwar district, covering 15000 students per day. Besides this company has acquired land for constructing a larger kitchen with all the modern facilities to serve freshly cooked food to 50000 students in the area. Havells runs a mobile Medical Van, equipped with a trained doctor and necessary medicines in the rural areas of Delhi & NCR for the very poor and needy villagers. We also set up free medical check -up camps. In the past also, the company has generously contributed to the society during various national calamities like the Bihar Flood, Tsunami and Kargil National Relief Fund etc. The essence of Havells success lies in the expertise of its fine team of professionals, strong relationships with associates and the ability to adapt quickly and efficiently, with the vision to always think ahead.
VISION
To be a globally recognized corporation that provides best electrical & lighting solutions, delivered by best-in-class people.
MISSION
To achieve our vision through fairness, business ethics, global reach, technological expertise, building long term relationships with all our associates, customers, partners, and employees.
VALUES
y y y y
Customer Delight : A commitment to surpassing our customer expectations. Leadership by example. A commitment to set standards in our business and transactions based on mutual trust. Integrity and Transparency : A commitment to be ethical, sincere and open in our dealings. Pursuit of Excellence : A commitment to strive relentlessly, to constantly improve ourselves, our teams, our services and products so as to become the best in class
MARKETING CONCEPTS
Marketing Communications: These are messages and related media used to communicate with a market. Those who practice advertising, branding, direct marketing, graphic design, marketing, packaging, promotion, publicity, sponsorship, public relations, sales, sales promotion and online marketing are termed marketing communicators, marketing communication managers, or more briefly as marcom managers. Traditionally, marketing communication practitioner·s focus on the creation and execution of printed marketing collateral; however, academic and professional research developed the practice to use strategic elements of branding and marketing in order to ensure consistency of message delivery throughout an organization - the same "look & feel". Many trends in business can be attributed to marketing communication; for example: the transition from customer service to customer relations, and the transition from human resources to human solutions. In branding, every opportunity to impress the organization's (or individual's) brand upon the customer is called a brand touchpoint (or brand contact point.) Examples include everything from TV and other media advertisements, event sponsorships, webinars, and personal selling to even product packaging. Thus, every experiential opportunity that an organization creates for its stakeholders or customers is a brand touchpoint. Hence, it is vitally important for brand strategists and managers to survey all of their organization's brand touch points and control for the stakeholder's or customer's experience. Marketing communication, as a vehicle of an organization's brand management, is concerned with the promotion of an organization's brand, product(s) and/or service(s) to stakeholders and prospective customers through these touch points. Marketing communications is focused on product/produce/service as opposed to corporate communications where the focus of communications work is the company/enterprise itself. Marketing communications is primarily concerned with demand generation, product/produce/service
positioning while corporate communications deal with issue man agement, mergers and acquisitions, litigation etc.
- Marketing Mix The term "marketing mix" was first used in 1953 when Neil Borden, in his American Marketing Association presidential address, took the recipe idea one step further and coined the term "marketing-mix". A prominent marketer, E. Jerome McCarthy, proposed a 4 P classification in 1960, which has seen wide use. The four Ps concepts are explained in most marketing textbooks and classes.
The tools available to a business to gain the reaction it is seeking from its target market in relation to its marketing objectives Traditional 4P·s - Price, Product, Promotion, Place Extended to encompass service industry to 7P·s ² Price, Product, Promotion, Place, People, Process, Physical Environment Four Ps:
Elements of the marketing mix are often referred to as 'the four Ps':
y
y
y
y
Product - A tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are service based like the tourism industry & the hotel industry or codes-based products like cellphone load and credits. Typical examples of a mass produced tangible object are the motor car and the disposable razor. A less obvious but ubiquitous mass produced service is a computer operating system. Packaging also needs to be taken into consideration. Price ² The price is the amount a customer pays for the product. It is determined by a number of factors including market share, competition, material costs, product identity and the customer's perceived value of the product. The business may increase or decrease the price of product if other stores have the same product. Place ² Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet. Promotion represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements: advertising, public relations, word of mouth and point of sale. A
certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from cinema commercials, radio and Internet adverts through print media and billboards. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations. Broadly defined, optimizing the marketing mix is the primary responsibility of marketing. By offering the product with the right combination of the four Ps marketers can improve their results and marketing effectiveness. Making small changes in the marketing mix is typically considered to be a tactical change. Parm Bains says making large changes in any of the four Ps can be considered strategic. For example, a large change in the price, say from $19.00 to $39.00 would be considered a strategic change in the position of the product. However a change of $130 to $129.99 would be considered a tactical change, potentially related to a promotional offer. The term 'marketing mix' however, does not imply that the 4P elements represent options. They are not trade -offs but are fundamental marketing issues that always need to be addressed. They are the fundamental actions that marketing requires whether determined explicitly or by default.
Marketing Mix of Havells Ceilings Fans - Price: According to the price the ceiling fans of Havells are categorized into: Range/Products 1. 2. 3. 4. 5. 6. 7. 8. 9. y y y Product: Low Velocity Spark Sparkdeco SS390 SS 390 Metallic SS390 Decostar Middle Fusion Fusion 2 Fiesta Skeeper Festiva Fabio High Cyster Woodster Yorker Mozel Aereus Maestro Florence Penta Force Candy
Low range Havells ceilings fans range from Rs.1280-1600. Middle range Havells ceilings fans range from Rs. 1600-2300. High range Havells ceilings fans range from Rs. 2400- onwards.
The products of Havells are differentiated in terms of tastes and preferences as per the customers. - Power Saver: Examples of such fans are SS390, SS390 Metallic, SS390 Decostar and they are available at low range. - Minimal Decoration: Examples of these fans are Fusion, Fusion 2 Fiesta, Skeeper, Festiva, Fabio and are available in reasonable range. - Designer: Examples in this category are Cyster, Woodster, Yorker, Mozel, Aereus, Maestro, Florence, Penta Force and are meant for niche class especially for people who are interested in designer interiors. - Another example of Havells Fans is Candy fans, which is specially for kids. PROMOTION
1. OBJECTIVE OF THE PROJECT 2. COMPANY·S PROFILE -VISION -MISSION -VALUES 3. MARKETING CONCEPTS -MARKETING MIX -STP 4. QUESTIONNAIRE (customers) 5. CASE STUDY 6. ARTICLE7. ANALYSIS/INTREPRETATION OF QUSTIONNAIRE 8. RECOMMENDATIONS/ SUGESTIONS 9. CONCLUSION 10. BIBLIOGRAPHY
OBJECTIVE OF THE PROJECT
-
Understand the company and its operations Relate the marketing concepts with Havells Understand & Analyse STP of the product Understand & Analyse Marketing Mix of the product Form of communication followed at Havells Understand the marketing communication Customers perception about the product Provide suggestions after analysis & interpretation
COMPANY·S PROFILE
Havells India Ltd. is a billion-dollar-plus organization, and is one of the largest & India's fastest growing electrical and power distribution equipment manufacturer with products ranging from Industrial & Domestic Circuit Protection Switchgear, Cables & Wires, Motors, Fans, Power Capacitors, CFL Lamps, Luminaries for Domestic, Commercial & Industrial applications, Modular Switches, & Bath fittings covering the entire gamut of household, commercial and industrial electrical needs. Havells owns some of the prestigious global brands like Crabtree, Sylvania, Concord, Luminance, Linotile, & SLI Lighting. With 91 branches / representative offices and over 8000 professionals in over 50 countries across the globe, the group has achieved rapid success in the past few years. Its 8 state-of-the-art manufacturing plants in India located at Haridwar, Baddi, Noida, Sahibabad, Faridabad, Bhiwadi, Alwar, Neemrana, and 7 state-of-the-art manufacturing plants located across Europe, Latin America & Africa churn out globally acclaimed products. Havells is a name synonymous with excellence and expertise in the electrical industry. Its 20000 strong global distribution network is prompt to service customers. The company has acquired a number of International certifications, like BASEC, CSA, KEMA, CB, CE, ASTA, CPA, SEMKO, SIRIUM (Malaysia), SPRING (Singapore), TSE (Turkey), SNI (Indonesia) and EDD (Bahrain) for various products. Today, Havells and its brands have emerged as the preferred choice of electrical products for discerning individuals and industrial consumers both in India and abroad. In an attempt to transform itself from an industrial product company to a consumer products company, Havells launched consumer electrical products such as CFLs, Fans, and Modular Switches & Luminaries. The company has been consistent in its brand promotion with sponsorship of Cricket events like T20 World Cup, India-Australia Series and IPL Season 1 and 2. The company has also taken the initiative to reach directly to the consumers through "Havells Galaxy" ² a one stop shop for all electrical and lighting needs.
Social and environmental responsibility has been at the forefront of Havells operating philosophy and as a result the company consistently contributes to socially responsible activities. For instance, the company is providing midday meal in government schools in Alwar district, covering 15000 students per day. Besides this company has acquired land for constructing a larger kitchen with all the modern facilities to serve freshly cooked food to 50000 students in the area. Havells runs a mobile Medical Van, equipped with a trained doctor and necessary medicines in the rural areas of Delhi & NCR for the very poor and needy villagers. We also set up free medical check -up camps. In the past also, the company has generously contributed to the society during various national calamities like the Bihar Flood, Tsunami and Kargil National Relief Fund etc. The essence of Havells success lies in the expertise of its fine team of professionals, strong relationships with associates and the ability to adapt quickly and efficiently, with the vision to always think ahead.
VISION
To be a globally recognized corporation that provides best electrical & lighting solutions, delivered by best-in-class people.
MISSION
To achieve our vision through fairness, business ethics, global reach, technological expertise, building long term relationships with all our associates, customers, partners, and employees.
VALUES
y y y y
Customer Delight : A commitment to surpassing our customer expectations. Leadership by example. A commitment to set standards in our business and transactions based on mutual trust. Integrity and Transparency : A commitment to be ethical, sincere and open in our dealings. Pursuit of Excellence : A commitment to strive relentlessly, to constantly improve ourselves, our teams, our services and products so as to become the best in class
MARKETING CONCEPTS
Marketing Communications: These are messages and related media used to communicate with a market. Those who practice advertising, branding, direct marketing, graphic design, marketing, packaging, promotion, publicity, sponsorship, public relations, sales, sales promotion and online marketing are termed marketing communicators, marketing communication managers, or more briefly as marcom managers. Traditionally, marketing communication practitioner·s focus on the creation and execution of printed marketing collateral; however, academic and professional research developed the practice to use strategic elements of branding and marketing in order to ensure consistency of message delivery throughout an organization - the same "look & feel". Many trends in business can be attributed to marketing communication; for example: the transition from customer service to customer relations, and the transition from human resources to human solutions. In branding, every opportunity to impress the organization's (or individual's) brand upon the customer is called a brand touchpoint (or brand contact point.) Examples include everything from TV and other media advertisements, event sponsorships, webinars, and personal selling to even product packaging. Thus, every experiential opportunity that an organization creates for its stakeholders or customers is a brand touchpoint. Hence, it is vitally important for brand strategists and managers to survey all of their organization's brand touch points and control for the stakeholder's or customer's experience. Marketing communication, as a vehicle of an organization's brand management, is concerned with the promotion of an organization's brand, product(s) and/or service(s) to stakeholders and prospective customers through these touch points. Marketing communications is focused on product/produce/service as opposed to corporate communications where the focus of communications work is the company/enterprise itself. Marketing communications is primarily concerned with demand generation, product/produce/service
positioning while corporate communications deal with issue man agement, mergers and acquisitions, litigation etc.
- Marketing Mix The term "marketing mix" was first used in 1953 when Neil Borden, in his American Marketing Association presidential address, took the recipe idea one step further and coined the term "marketing-mix". A prominent marketer, E. Jerome McCarthy, proposed a 4 P classification in 1960, which has seen wide use. The four Ps concepts are explained in most marketing textbooks and classes.
The tools available to a business to gain the reaction it is seeking from its target market in relation to its marketing objectives Traditional 4P·s - Price, Product, Promotion, Place Extended to encompass service industry to 7P·s ² Price, Product, Promotion, Place, People, Process, Physical Environment Four Ps:
Elements of the marketing mix are often referred to as 'the four Ps':
y
y
y
y
Product - A tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are service based like the tourism industry & the hotel industry or codes-based products like cellphone load and credits. Typical examples of a mass produced tangible object are the motor car and the disposable razor. A less obvious but ubiquitous mass produced service is a computer operating system. Packaging also needs to be taken into consideration. Price ² The price is the amount a customer pays for the product. It is determined by a number of factors including market share, competition, material costs, product identity and the customer's perceived value of the product. The business may increase or decrease the price of product if other stores have the same product. Place ² Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet. Promotion represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements: advertising, public relations, word of mouth and point of sale. A
certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from cinema commercials, radio and Internet adverts through print media and billboards. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations. Broadly defined, optimizing the marketing mix is the primary responsibility of marketing. By offering the product with the right combination of the four Ps marketers can improve their results and marketing effectiveness. Making small changes in the marketing mix is typically considered to be a tactical change. Parm Bains says making large changes in any of the four Ps can be considered strategic. For example, a large change in the price, say from $19.00 to $39.00 would be considered a strategic change in the position of the product. However a change of $130 to $129.99 would be considered a tactical change, potentially related to a promotional offer. The term 'marketing mix' however, does not imply that the 4P elements represent options. They are not trade -offs but are fundamental marketing issues that always need to be addressed. They are the fundamental actions that marketing requires whether determined explicitly or by default.
Marketing Mix of Havells Ceilings Fans - Price: According to the price the ceiling fans of Havells are categorized into: Range/Products 1. 2. 3. 4. 5. 6. 7. 8. 9. y y y Product: Low Velocity Spark Sparkdeco SS390 SS 390 Metallic SS390 Decostar Middle Fusion Fusion 2 Fiesta Skeeper Festiva Fabio High Cyster Woodster Yorker Mozel Aereus Maestro Florence Penta Force Candy
Low range Havells ceilings fans range from Rs.1280-1600. Middle range Havells ceilings fans range from Rs. 1600-2300. High range Havells ceilings fans range from Rs. 2400- onwards.
The products of Havells are differentiated in terms of tastes and preferences as per the customers. - Power Saver: Examples of such fans are SS390, SS390 Metallic, SS390 Decostar and they are available at low range. - Minimal Decoration: Examples of these fans are Fusion, Fusion 2 Fiesta, Skeeper, Festiva, Fabio and are available in reasonable range. - Designer: Examples in this category are Cyster, Woodster, Yorker, Mozel, Aereus, Maestro, Florence, Penta Force and are meant for niche class especially for people who are interested in designer interiors. - Another example of Havells Fans is Candy fans, which is specially for kids. PROMOTION
