Académique Documents
Professionnel Documents
Culture Documents
PROJECT REPORT
TABLE OF CONTENTS
CONSUMER BEHAVIOUR...................................................................................................1
BRAND PERCEPTION..........................................................................................................1
BRAND AVAILABILITY........................................................................................................1
CUSTOMER IN-DEPTH INTERVIEW LEARNINGS.......................................................2
RECOMMENDATIONS FOR HAVELLS............................................................................2
Improve Supply Chain Management.....................................................................................2
Need of Product Differentiation.............................................................................................2
Warranty.................................................................................................................................3
Electrical Consumption..........................................................................................................3
To Channelize Marketing Spend............................................................................................3
Create Collaborators...............................................................................................................4
REFERENCES.........................................................................................................................5
APPENDIX...............................................................................................................................6
CUSTOMERS INTERVIEW..............................................................................................6
RETAILERS INTERVIEW..............................................................................................11
HAVELLS SALES EXECUTIVE INTERVIEW............................................................14
CONSUMER BEHAVIOUR
BRAND PERCEPTION
Dealers commented that aggressive branding & promotion has been the key factor
that has differentiated Havells from its peers.
It not just focuses on pan present also the local visibility through outdoor marketing,
which has instilled Havells in the minds of Indian consumer.
High customer service standards.
Since this business is more of a push model rather than pull, Havells has come up
with many lucrative incentive schemes to attract dealers
Havells portrayal of unique concepts through its ad campaigns like Mere Fans
hamesha mere saath rahenge featuring yesteryear superstar Rajesh Khanna, and
Hawa Badlegi has managed to create strong product and brand recall in consumers
mind.
Havells is positioned in the minds of the customer as a brand which has got great
looks, good performance and service. (india home products, n.d.)
Fans for New construction projects have demands but in sub urban areas whereas
retail is uniform across country, so you may find more percentage of demand in new
construction projects in Noida, Greater Noida, Gurgaon, Manesar, etc.
BRAND AVAILABILITY
The market segment is more focussed to Upper middle class and upper class people.
So you may be able to find a Havells shop easily in South Ex-II and GK but not in
Katwaria Sarai or Munirika markets.
It is sold through various channels like online stores, retailers and dealers.
As the consumers perceive it as a premium brand, even the lower segments are not
easily available in middle class or lower class areas.
3|Page
Customers mainly prefer functionality over design appearances as Fan are considered
to be device for cooling and not for showcasing the interiors. But because of high
competitiveness, they have a design in mind as well.
Under functioning, machinery, speed of wind and features also play a vital role.
Customers have become very cautious about power consciousness nowadays.
Under lit fans are specific requirements of customers moving in to a new house and
whose lighting has not been done.
Non-branded fans are cheaper but dont provide as good a quality as Havells provide.
Havells is considered as a little high range fan.
Warranty and after sales service of the fan brand also plays a vital role in people
tending to buy a brand.
Most customers are not able to relate the Hawa Badlegi campaign with the Havells
brand. And if they are able to, they dont understand its significance of this campaign
for a fan.
Majority of the people in the market purchase fans based on the brand.
They want value in terms of warranty and life of the fan. Average life of a good
branded fan is about 10-12 years.
Warranty
Havells can differentiate themselves by offering long term warranty of 5 years. This would
create higher value for customers as most of the brands in the market offer around 1 to 2 year
of warranty. This warranty would not have any major financial effect as most of the fans have
got around 10-12 years of life.
Havells currently gives warranty of just 1 year while many brands like Bajaj have started
giving 2 year warranty. (Flipkart Company Comparision, n.d.)
Also, as found out from various interview most of the consumer in this segment look at the
life of the fan and its warranty.
There might be some problem with the motor winding or some electrical problem due to
customer but that is not covered in the warranty. (Havells warranty Conditions, n.d.)
Havells needs to start on site service to maintain its reputation as a premium brand. Currently
customer has to send the fan to the Havells service centre at his own cost. (Havells warranty
Conditions, n.d.) Other brands like Usha and Bajaj are already providing onsite service for a
product in warranty.
Electrical Consumption
They can also differentiate their product by offering value in terms electrical consumption.
Most of the brands have got same electrical consumption for a particular sweep. (Flipkart
Company Comparision, n.d.)
As per a report on energy consumption of fans in India by prayas energy group, around 20%
of energy consumed in India is by fans. (Prayas energy group, n.d.)
Almost all fans in India consume around 75 MW power assuming 1200mm sweep at
maximum speed. (Prayas energy group, n.d.)
Havells can decrease electric consumption of its fans and differentiate itself from rest of the
competition. They need to market these fans and convey to the consumer that these fans have
got same airflow and lesser consumption of electricity.
To decrease the electric consumption minor changes in design needs to be done which can
decrease the cost of electric consumption. The cost of these changes is just around Rs.50 per
fan. (Prayas energy group, n.d.)
Also use of BLDC motors can decrease the consumption of electricity to around 35-40 watts
for the same output of fans. (Prayas energy group, n.d.)
Havells can charge a premium for such fans consuming lower electricity and it would further
consolidate its position in the premium fans market.
So they must focus on finding the target customer which is a person searching for new home
or builders or people renovating their homes.
They can advertise on Websites like Quikr homes, Magicbricks, Commonfloor where people
buying new homes might visit.
They can also advertise in newspaper classifieds near advertisements of real estates.
They need to reach new developing areas of the cities where majority of new flats or real
estate schemes are coming up and put up their bill boards there.
They can also advertise their lighting fans when people search for lights online.
Create Collaborators
They can build partnerships with builders and create a database that can give them a list of
their prospective customers who are looking to buy homes. They can also sell their fans on
the construction site of the builder or advertise there to hit the target customer.
They can also partner with various contractors who usually renovate houses. They can
recommend Fans and give information about the customer.
Now, people normally install fans based on the recommendations by the interior designers so
Havells needs to partner with them as premium customers normally hire interior designers.
6|Page
REFERENCES
Flipkart Company Comparision, n.d. Comparision of warrranty, price, power consumption,
speeds, features of various brands. [Online] Available at:
https://www.flipkart.com/fan/compare?
ids=FANDXJ53KS65FVX6,FANDXQK7PBBHDBKY,FANE8Z44WPKRMC7F,FANEGFC
FZRQCUNRS&otracker=compare_product_4.
Flipkart, n.d. Havells Fans Warranty conditions. [Online] Available at:
https://www.flipkart.com/havells-1200mm-xp-390-3-blade-ceiling-fan/p/itmefjspjcjehtuk?
pid=FANE8Z44WPKRMC7F&srno=b_2_35&otracker=nmenu_sub_Appliances_0_Fans&lid
=LSTFANE8Z44WPKRMC7FYUEHHS.
Havells, n.d. Havells Website. [Online] Available at:
http://www.havells.com/content/dam/havells/Presentation/Havells-India-Limited-May2016.pdf.
india home products, n.d. Best Ceiling Fans of India. [Online] Available at:
http://indiahomeproducts.com/best-ceiling-fans-india-2016/.
Menon, R., n.d. Fans For a change. [Online] Available at:
http://www.afaqs.com/news/story/36920_Havells-fans-For-a-change.
Prayas energy group, n.d. CEILING FAN- The overlooked appliance in energy efficiency.
Prayas Energy Group.
7|Page
APPENDIX
CUSTOMERS INTERVIEW
INTERVIEW 1
Consumer: Rampravesh Sharma | Age: 52 |Profile: General Manager at Haier home
appliances private limited
Part 1 Product specific
1. Which brand(s) of fans do you use?
Orient fans
2. Are you satisfied with the fan?
Yes
3. If yes, what are the reasons? If no, what are the issues?
It offers good service value. The air delivery is very good and the power
consumption is also less.
4. Is the look of the fan more important to you, or the functioning?
Fans can be a great centrepiece of the room, so both design and functioning are
important.
5. Would you use under lit fans (Fans with lights attached)? Why/why not?
Yes, under lit fans have good designs and are more decorative.
6. What factors determine your choice while buying a fan? (Price, look, colour,
availability, etc.)
Energy rating and air delivery
Part 2 Brand specific
7. What comes to your mind when you hear Hawa Badlegi?
Hawa Badlegi signifies the notion of a better tomorrow and the world will
change for good.
8. (In case the answer is something other than Havells fans) did you know that it is the
tagline for Havells fans?
Yes
9. Do you recall any Havells fans advertisement? If yes, what was it?
8|Page
10 | P a g e
Yes, it looks like a good concept and it captures the guest attention when they
visit.
9. What are the factors that are most important when you buy a fan?
It has to be the life of a fan. Warranty is for 1or 2 years but life of the fan has to
be 10-15 years and it is the major thing that I look at.
10. Do you think about the electrical consumption of a fan?
I do not have any idea about that. I usually look at the length of the blades and I
think there is hardly any difference between power consumption of different
fans.
11. How much difference does colour of the fan make?
It has to go with the colour of my ceiling. So I would say it is pretty important.
12. Do you ask for any specific brand in the market or just go to the market and
see the brands that are available in the market?
Previously I was using orient and I was dissatisfied with it. Now I was confused
between Havells and Khaitan but the seller I purchased from was a personal
contact. He convinced me to buy Havells. I hadnt made up my mind while going
to the store.
13. What is your perception about Havells as a brand?
Perception is pretty good. It delivers both performance and quality.
14. What comes to your mind when you hear Hawa Badlegi
This is I think ad campaign of some Fan but cant recall which brand.
15. Do you recall any Ads of Havells?
I cant recall any. When given some example he remembered a HIMU or
religion Ad.
INTERVIEW 4
Customer: Shalini Singh | Age: 37 years | Profile: runs a coaching centre
1. Which brand of fans do you use?
Crompton, Bajaj, Havells.
2. Are you satisfied with the fan? If yes, what are the
reasons? If no what are the issues?
Yes, good speed, less electricity consumption, not much sound.
11 | P a g e
13 | P a g e
Initially I was satisfied with the fans as they came with a lower price but lately I
have been facing a few issues. These problems are mostly technical and machinerelated. I had to call a mechanic in last few months since I lack technical knowhow as to how to resolve these problems.
3. Is the look of the fan more important to you, or the
functioning?
(After thinking a while) Functioning would be my answer because one has to
know whether the fan works properly or not. Looks are more or less the same in
all the competing brands I feel.
4. Would you use under lit fans (Fans with lights
attached)? Why/why not?
Firstly, I am not sure what these under lit fans are. I havent seen them around.
Secondly, talking about my opinion, I dont think attaching lights to a fan would
be a good idea. Everything would depend upon the quality of lights provided.
5. What factors determine your choice while buying a fan?
(Price, look, colour, availability, brand, Features, Warranty, electric Consumption)
Price is major factor that affects my decision while buying fans as most fans
come in the same category. After that quality of machinery, features and
warranty would also play a major role in shaping my decision as to which fan
should I buy. Looks and colour, as I said, are more or less the same.
Part 2 Consumer Perception about the brand (8)
6. What comes to your mind when you hear Hawa
Badlegi?
Nothing much comes to my mind. It sounds like a tagline but I am not sure of the
company.
7. (In case the answer is something other than Havells
fans) Did you know that it is the tagline for Havells fans?
I didnt have an idea. It might be because of the fact that I dont watch much
television. Whatever it is I didnt know that its for Havells.
8. Do you recall any Havells fans advertisement? If yes,
what was it?
(Recounts a few fan advertisements) I am sorry but I cant recall any
advertisement for Havells. I remember a few fan advertisements but I dont
remember which brand they were promoting. You see these ads are generally
giving similar ideas and not specific ones which blur the line between Havells and
its competitors.
14 | P a g e
RETAILERS INTERVIEW
INTERVIEW 1
Shop 1 Name: Manisha Enterprises, Munrika Market
1. Do people ask for a specific brand or just ask for fan?
Many people ask for a brand and some people ask just for a fan. If we have not
got the brand, we ask the customers that we will sell tomorrow.
2. What is the average Age of the customer?
35-40 years.
3. What does the customer ask for mostly while buying the
fan?
Warranty- Time, Is it home service or do we have to bring it to you?
4. Do they look at the price?
No they look at the company and warranty rather than price.
5. What is the average warranty of the Fans?
Depends on the brand it is about 1 to 2 years but most of the brands have 1 year.
6. What is the average life of fan?
It depends on the company. Some fans run for 5 years while some might even run
for around 10-12 or 15 years.
16 | P a g e
17 | P a g e
They look at warranty mostly but there are many different types of customers
who look for different things.
6. Does any customer ask for
electrical consumption?
No.
7. Does customer ask for specific
colours and just plain fans?
Yes they ask for specific colours. And we keep all the colours of the company we
sell in stock.
8. Does fan sales have any season?
Yes Summer. Table fans also sell in that season.
9. Does customer ask for any
particular type of fans like light mounted?
They ask for designer fans.
10. What is the normal life of the
fan?
Normally 10 years but depends on the fan brand.
11. What is normally the warranty of
the brand?
It is around 1 to 2 years.
12. How is it fulfilled?
For some companies the customers have to bring it here while for some
companies the company personnel visit their house.
INTERVIEW 3
Shop 3 Name: Hans Electricals, Mehrauli (Havells Dealer)
1. Which brand fans do you keep?
Havells, Orpat, Crompton and other local brands
2. Does customer ask for fan as per
the brand or just ask for the Fan?
No they dont ask for specific brand. They tell to show various catalogues and
explore all the options of different brands.
18 | P a g e
19 | P a g e
The lowest range of Havells fan is 1650 and maximum range is 25000. Remote
controlled fan costs approx. 23000.
12. What is normally the warranty of
the brand? Do the customers ask for warranty?
Havells offers a warranty of 2 years for fans. Customers often ask for warranty
span.
13. Do the customers specifically ask
for fans with lighting?
Yes customers are coming with these kinds of requirements as well.
14. Does Havells set targets for
selling the fans?
Yes they set the targets for CFLs but dont set the targets for fans. That is well
selling segment now.
do
you
position
your
20 | P a g e
The feedback from the customer and market trend helps us in positioning.
6. Could you please tell us about
your value chain?
Raw material to factory to manufacturing in Haridwar under strict norms, to
efficient packaging to master warehouse in Ghaziabad to different dealers pan
India to customer s and the after sales
7. Which classification of fan has
major demand in the market?
Ceiling fans
8. Where is the demand more in
retail or in new construction projects?
Fans for New construction projects have demands but in sub urban areas
whereas retail is uniform across country, so you may find more percentage of
demand in new construction projects in Noida, Greater Noida, Gurgaon,
Manesar, etc.
21 | P a g e