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A SUMMER TRAINING REPORT ON BRAND AWARENESS AND PREFERENCE REGARDING GREEN CFL AT

Havells India Ltd. Submitted in partial fulfillment for the Award of degree of

BACHELOR Of Business Administration

Session: 2010-11 Submitted by:Devesh Dubey BBA Part-IIIUniversity of Rajasthan Submitted To:

2J22

Acknowledgement

At the outset I wish to thank the respected HOD, Mrs Mahima Rai of the APEX College, JAIPUR, for their useful guidance, encouragement and needed support to take the project up titled as

I would like to thank Mr.R.N.Rohila for providing me enough facility and inspiration for the fulfillment of this project at his Company. Here I have prepared my Project on Brand Awareness and Preference regarding Green CFLIt was most difficult project which I have taken for the first time in my still career. I express thanks to my guide Company members at Havells Pvt. Ltd. for their valuable guidance and suggestions and also providing me with essential facilities for completing and presenting this project to carry out this project successfully. Wish to not only get the blessings of the above seniors but also the grace of Almighty God to do more projects and learn more and more.DEVE SH DUBEY

(signature)

Declaration

This is to declare that the 45 days Training work on Brand Awareness and Preference regarding Green CFL, during the period 10 May to 25 June 2010 is done by me, being submitted for BUSINESS ADMINISTRATION. (B.B.A.).

Mr.Devesh dubey B.B.A. IIIyear Apex Collge,Jaipur

CONTENTS1. PREFACE 2. ACKNOWLEDGEMENT

3. INTRODUCTION 4. HISTORY 5. MISSION AND VISION;6. OBJECTIVE OF STUDY 7. VALUES 8. RESEARCH AND DEVELOPMENT 9. CORPORATE GOVERNANCE 10.PREFERENCE REGARDING GREEN CFL Objectives of study. Research methodology

11. LIMITATIONS OF THE STUDY 12. DATA ANALYSIS AND INTERPRETATION 13. CONCLUSION OF THE STUDY 14. BIBILIOGRAPHY 15. ANNEXURE

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Officers and directors Qimat Rai Gupta Executive Non-Independent Chairman of the Board, Managing Director Rajesh Gupta Sanjay Gupta Anil Gupta Joint Managing Director, Non-Independent Executive Director Age: 40 Non-Executive Non-Independent Director Non-Executive Non-Independent Director Kumar Director Finance, Non-Independent Executive Director Company Secretary, Compliance Officer

Surjit Gupta Niten Malhan

Abid Hussain Avinash Gandhi Prakash

Representative of Warburg Pincus Age: 38 Non-Executive Independent Director Non-Executive Independent Director

INTRODUCTION

Company 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, Luminaires for Domestic, Commercial & Industrial applications, Modular Switches, & Bathfittings covering the entire gamut of household, commercial and industrial electrical needs. Havells owns some of the prestigious global brands like Crabtree, Sylvania, Concord, Luminance, Linolite, & SLI Lighting. over 50 countries across the globe, the group has achieved rapid success in the With 91 branches / representative offices and over 8000 professionals in past few years. Its 8 stateof-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, Modular Switches & Luminaires. 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" 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 mid-day 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.

Havells is a part of the Indian business group- QRG group. Established in 1958 as a trading company , Havells came into existence in 1983. The company is now a Rs 1600 crore company with presence in all major electricalcategories. Havells business is primarily focused on four key verticals.Switch Gear Lighting and Fixtures Cables and Electrical consumer deliverable. What is interesting about Havells is their penchant for advertising. The company had been making major investments in promotions and has been using the recent IPL for brand building. Havells shot into limelight with their campaign for Mini Circuit Breakers (MCB) which are used to prevent short circuits . Most of the new homes/offices have it butthese products were never advertised. Havells came out with a clutter breaking humorous ad for their MCB which caught the consumer's attention. The product ad had the famous tagline"Shock Laga Kya".The ad was a hit because of the creative execution. I think the positive response from the consumers prompted Havells to in vest heavily in brand promotions.Another classic ad was for Havells CFL bulbs. The Rimpoche ad too was a highly interesting ad for a dull product. Havells followed its ad campaigns with a touchy mother son campaign for its cableproduc trange.I like this ad very much because it conveyed the " heat resistant " feature of the product very smartly and touchingly.For its fan range, Havells came out with another funny campaign. Recently Havells made use of the Recession to come out with another creative one for its MCB range : Havells also has been using the recent IPL for brand promotion. Whenever some batsman gets out or when he scores a six, the two second message ad comes on the scree Shock Laga Kya".These clutter breaking ads has significantly increased the brand familiarity and liking of Havells brand. The brand is fighting very well established players like Crompton Greaves, Usha,Anchor , Legrand etc. Havells

scored

over

these rather

brands than

through building

its

higher its

share corporate

of

voice. brand.

Regarding the branding campaign, Havells has been focusing more on product advertising There is an interesting piece written about this in hindu : read here If you see all these ads of Havells, the ads does not have a common thread . The cable ad and the MCB ad and CFL ads are all very different. Although it all comes from Havells, one cannot find a common thread. This is a problem for Havells as a corporate brand. The company has so far not tried to bring in a corporate brand theme. Havells does not even have at agline. Now everyone associates Havells with the Shock Laga Kya tagline which is a specific tagline for its MCB range. I am not sure whether this is a planned strategy where the company tries to develop its corporate brand through product ads . There is no doubt that these product ads are well crafted and has served the purpose. But when we analyse the branding , Havells as a corporate brand has built strong familiarity but no brand depth. If you ask me what Havells stands for, I would say that it stands for " Shock Proof MCB". So Havells stands to be identified for a single product rather than as an umbrella brand. One disadvantage of developing a common corporate brand theme is that every Havells ad should then have to align with that common thread which may constrain creative thinking. But a brand should own a distinct place in the consumer's mind. Havells corporate brand right now does not have than distinct space for it . The logic of the current strategy is that through the product ads , Havells will gain familiarity and thus brand equity. There is now flaw in this logic. But the issue is abou the brand personality.A brand should have some core brand values and manthra which makes it unique and distinct. This mathra has to be created by the brand and communicated to the consumers.It is in this context that the current strategy of product ads driving a corporate brand becomes ineffective.

Havells need not stop its product based advertising, what it can do is to develop a brand manthra and a corporate tagline and when show the tagline in the product advertisements. The individual product ads can retain their taglines like " Shock Laga " . Thus Ha