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MARKETING MANAGEMENT - 1

PROJECT REPORT

SUBMITTED TO: DR D. K. BATRA


SUBMITTED BY:
PGDM Section A | Group 5
HARSHAL RUSTAGI (16PGDM018)
KUSHAGRA GUPTA (16PGDM025)
MALHAR SHAH (16PGDM027)
MALVICA BHANDARI (16PGDM028)
PRAKRITI SOAM (16PGDM040)
SOHINI DEB (16PGDM052)
VINAYAK PANDEY (16PGDM061)
No of Words - 1435

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

Consumer mostly prefers a branded product while buying in the market.


They are more focused on the warranty/life of the product rather than price.
Customers are now also asking for various designs and colours matching their
interiors.
Average age of consumer is around 35-40 years but now kids are also affecting the
buying decisions of the customer.
The quality of service i.e. if the service personnel will arrive at home or if they would
have to take the fan to the service centre also plays a major role.
Consumers are now not only the retail players but also builders who contribute to a
large part of the fan market.
Builders contribute a most part in the revenue during lean seasons of DecemberFebruary.
Builders need to be given higher discount as they buy products in bulk and sometimes
retailers connect them directly to the company dealer.

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.

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CUSTOMER IN-DEPTH INTERVIEW LEARNINGS

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.

RECOMMENDATIONS FOR HAVELLS


Improve Supply Chain Management
Brand is the one of the most important things while buying fans. When brand becomes
important, next thing that becomes important is availability of the brand.
We visited 3 shops in south Delhi and only 1 had Havells present at their store. That was
because it was a dealer of Havells.
Havells needs to make its product available at all small retail shops as the customer will buy
some other brand if his preferred brand is not available.
When a customer goes to a store and his preferred brand is unavailable, the shopkeeper sells
the next best brand.
This results in a competition in terms availability of the major brands at various locations.
The major competition is between Havells, Crompton Greaves, Usha and Orient.

Need of Product Differentiation


There is nothing that differentiates one brand of fan from another except perception. (Menon,
n.d.)
It is very important to differentiate the fans of Havells from other brands of fans i.e. change
the value proposition of Havells fans compared to other brands in the market.
Havells fans are already known in the market for long life, high performance and good
service. (india home products, n.d.)
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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.

To Channelize Marketing Spend


Despite having one of the highest marketing spend in the industry i.e. around 3-4% of sales
compared to industry average of 1%, Havells is to become no.1 in the market. (Havells, n.d.)
Great advertisement and campaigns like Hawa Badlegi or winds of change would not be
remembered by the customer if it is not relevant to them as found by interviews taken by us.
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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.

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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.

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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?

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Yes, The Havells fan ad about reservation in education system.


10. Do you remember seeing a Havells fan anywhere? If yes, what do you remember
about it?
Yes, Havells fans generally have great looks but i have not seen many colour
variants.
INTERVIEW 2
Customer: S. K. Deb | Age: 64 | Customer Profile: Retired Bank Official

Part 1 Factor Affecting Consumer preference


1. Which brand(s) of fans do you use?
Usha, Cinni, Havells
2. Are you satisfied with the fan? If yes, what are the
reasons? If no, what are the issues?
Im satisfied with Havells. Good fan speed and affordable.
3. Is the look of the fan more important to you, or the
functioning?
For me functioning is much more important than the look.
4. Would you use under lit fans (Fans with lights
attached)? Why/ why not?
No. We like simple things. Fans are used for cooling or refreshing purposes.
5. What factors determine your choice while buying a fan?
(Price, look, colour, availability, brand, Features, Warranty, electric Consumption)
The brand determines my choice. I have stayed in north east. There the brand
Usha is generally preferred. In Kolkata, Havells is preferred.
Part 2 Consumer Perception about the brand
6. What comes to your mind when you hear Hawa
Badlegi?
Havells fans come to my mind. It is a very good advertisement but doesn't really
connect with the main purpose of using a fan.
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7. Do you recall any Havells fans advertisement? If yes,


what was it?
Not really
8. Do you remember seeing a Havells fan anywhere? If
yes, what do you remember about it?
I use Havells fan at my house. I can't remember a specific feature but I am
satisfied using this fan.
INTERVIEW 3
Customer: Gulshan Kumar Kaushik | Age: 48 | Income: 7.5 lakhs per annum
1. Which brand of fans do you use?
Havells
2. Are you satisfied with the brand?
Yes. They are pretty good.
3. Why is it good?
Quality and life is quite good. The previous brand I was using had some issues
with the capacitors which resulted in slow speed of fans and frequent change of
capacitor. When I shifted to Havells, It has been almost 4 years with Havells and
there is no problem as of yet with the brand.
4. Did you like the look of the Havells?
Yes
5. What is more important to you Aesthetics or performance?
Primarily performance is the most important part but looks are also important.
6. Are you willing to pay more for aesthetics, brand image?
Havells is a pretty good brand and looks are important for me but currently I am
using Havells and I hope it will survive me a pretty 6-7 years more. I will think
about other things later.
7. Havells is already costly compared to other brands. So
Yes but it is also good in quality, I dont mind paying more if there is a good
premium quality attached to it.
8. Would you use fans with lights attached?

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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.

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3. Is the look of the fan more important to you or the


functioning?
Both
4. Would you use under lit fans (fans with light attached)?
Why/ why not?
Not really. I dont find them very exciting. Also, the lights are already installed so
I dont find them very useful.
5. What factors determine your choice while buying a fan?
(Price, look, colour, availability, brand, features, warranty, electric consumption)?
Warranty, electricity consumption, looks. No one specific feature that I
specifically look for.
6. What comes to your mind when you hear Hawa
Badlegi?
Changing the aura comes to my mind. When I switch on to a new fan so what
will happen Hawa Badlegi.
7. Did you know that it is the tagline for Havells fans? (If
answer is something other than Havells fans)?
No
8. Do you recall any Havells fans advertisement? If yes,
what was it?
No, Im not a television fan.
9. Do you remember seeing a Havells fan anywhere? If
yes, what do you remember about it?
Yes, theyre quite fancy. I am actually fond of fancy looking fans, so I just
happened to look at that fan and it was a Havells fan. The look was good.
INTERVIEW 5
Customer: Praveen Singh | Age: 45 years | Profile: Doctor
1. Which brand of fans do you use?
Crompton
2. Are you satisfied with the fan? If yes, what are the
reasons? If no, what are the issues?
Yes, more or less it is maintenance free. Never had any complains about it.
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3. Is the look of the fan more important to you or the


functioning?
I look for functioning any day.
4. Would you use under lit fans (fans with light attached)?
Why/ why not?
Yes sure. No specific reason as such, but for decorative purpose I would use it.
5. What factors determine your choice while buying a fan?
(Price, look, colour, availability, brand, features, warranty, electric consumption)?
Brand (definitely), star rating, some fancy features. If I talk about the most
important feature, it would be the brand of the fan.
6. What comes to your mind when you hear Hawa
Badlegi?
Maybe the type/way of fans functioning which I am using. Maybe there will be a
change to it.
7. Did you know that it is the tagline for Havells fans? (if
answer is something other than Havells fans)
No, I had no idea about it.
8. Do you recall any Havells fans advertisement? If yes,
what was it?
I do recall something about it, but not exactly what it was. The one thing I recall
about the advertisement is that something very comfortable was being shown in
that advertisement.
9. Do you remember seeing a Havells fan anywhere? If
yes, what do you remember about it?
Yes, I remember the good looks and functioning of the fan.
INTERVIEW 6
Name: Mr Ajay Kumar Singh | Age: 46 | Occupation: Civil Engineer, CPWD
Part 1 Factor Affecting Consumer preference
1. Which brand(s) of fans do you use?
I use orient fans.
2. Are you satisfied with the fan? If yes, what are the
reasons? If no, what are the issues?

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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.

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9. Do you remember seeing a Havells fan anywhere? If


yes, what do you remember about it?
Yes. Havells fans look good in quality. Also, their make and looks are quite good.
Many of my friends have Havells fans installed at their homes.
INTERVIEW 7
Customer: Mr Rajesh Chauhan | Occupation: Electrical Engineer | Age: 52
Part 1 Factor Affecting Consumer preference
1. Which brand(s) of fans do you use?
I dont use fans of any one brand specifically. Whichever has lesser price and has
better attributes, it attracts my attention.
2. Are you satisfied with the fan? If yes, what are the
reasons? If no, what are the issues?
Yes, I am mostly satisfied with the fans as compared to other appliances, fans
generally require less care related to malfunctioning fans.
3. Is the look of the fan more important to you, or the
functioning?
I look at functioning as you need the fan to work properly instead of needing it to
look good. Under functioning, speed of wind provided and machinery are
important factors.
4. Would you use under lit fans (Fans with lights
attached)? Why/why not?
(Looks slightly amazed) Yes, I have seen these under lit fans in a few offices.
They look good and have unique features about them. But I dont plan to buy
these fans as I already have lighting done at my home and no extra lights are
required. As a concept, I liked this idea.
5. What factors determine your choice while buying a fan?
(Price, look, colour, availability, brand, Features, Warranty, electric Consumption)
Availability and quality will be the major factors. Looks are secondary as fans
should just complement the rooms dcor which comes in easily. Warranty is a
major influencer too.
Part 2 Consumer Perception about the brand
6. What comes to your mind when you hear Hawa
Badlegi?
Sounds like a tagline but cant remember anything specific.
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7. (In case the answer is something other than Havells


fans) Did you know that it is the tagline for Havells fans?
(Smiles) I was close. I was confused between Usha, Orient and Havells as to
which brands tagline it is but I wasnt sure.
8. Do you recall any Havells fans advertisement? If yes,
what was it?
I usually see the newspaper ads and sometimes the radio ads as well. But
recalling a specific ad for Havells would be very tough.
9. Do you remember seeing a Havells fan anywhere? If
yes, what do you remember about it?
Yes, I have seen them at many places. They are good with looks and quality too.
They add a glitter to the rooms decor too. Other than that, as much I can
remember Havells fans are slightly more expensive.

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.

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7. Do you normally keep the fans in stock?


We keep some stock but if we dont have than we bring it from the market and
give it.
8. Who decides the size of the fan?
Company has fixed sizes and customer asks for the specific size and we give it to
them.
9. Does a person ask for electrical consumption? Is it same
for all brands or different?
Nobody asks for electrical consumption and it is different for different brands.
Its mostly written on the box and majority are 50 W fans.
10. Does customer ask for specific colours?
Yes. Majority ask for brown colour.
11. Is there any specific season for fans?
Yes. It is high in summers but it is almost around the year except December,
January and February.
INTERVIEW 2
Shop 2 Name: Vishnu Electricals, Munirika Market
1. Which brand fans do you keep?
Orpat, Usha and other local brands
2. Does customer ask for fan as per
the brand or just ask for the Fan?
Yes ask as per brand.
3. Which brands sells the best?
Many companies are starting to emerge. But companies like Havells, Orpat and
sometimes Crompton Greaves
4. What type of customers do you
have? Are they just retailers or does builder also come to buy?
Builder also comes to buy sometimes. Sometimes they buy from us sometimes we
give them the contact of the company directly so that they can buy from them.
5. What do customers look at while
buying a fan? Do they look at price/warranty/brand?

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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.

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3. How much stock do you keep of


Havells fans?
It depends on the requirement. Stock is available in the warehouse.
4. How much time does it take for
you to provide the requirements of the customer? Do you also provide delivery
services?
For requirement till 10, we are able to give it hand to hand. If the requirement is
more than that we can get it delivered within 1-2 hours.
5. Which brands sells the best?
As this shop is mentioned in the dealers list of Havells, people mainly come in for
Havells so its sales is maximum here but Crompton is also selling well.
6. What type of customers do you
have? Are they just retailers or does builder also come to buy?
People of every age come to the shop. Even the children also influence many
decisions of their parents. Builders come for bulk orders as well.
7. What do customers look at while
buying a fan? Do they look at price/warranty/brand?
They prefer design more than the brand. Value for money is another criterion.
8. Does any customer ask for
electrical consumption?
Yes. People these days are really concerned about the electricity bill they are
getting so they do ask for the electrical consumption.
9. Does customer ask for specific
colours and just plain fans?
Yes they ask for specific colours sometimes but mainly designs are the
preference. And we keep all the colours of the company we sell in stock.
10. Does fan sales have any season?
No it is selling at both the seasons. Builders whose projects are getting finished in
winters come for higher requirements and customers come in when their houses
are getting finished.
11. What is the range of fans
available at your shop?

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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.

HAVELLS SALES EXECUTIVE INTERVIEW


Name: Parmider Pal Singh, Sales Executive, Fan Division, Haryana branch
1. What is value proposition of
Havells fans?
Havells has positioned itself as ranked 1 brand in fans with its quality products
robust service network.
2. What differentiates Havells fans
from other brands?
Biggest electrical brand of India which not just focuses on pan present but as
well as local visibility through outdoor marketing, which has instilled haves in
the minds of Indian consumer.
3. According to you what is the
perception of Havells fans in the market?
Great quality fans with beautiful designs and dense service network.
4. What is the target segment for
Havells fans?
Every segment is the target segment of Havells and we have wide range of fans
catering to every segment.
5. How

do

you

position

your

product to dealers and to customers?

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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.

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