Mehdi . S .

Indikar
MBA IIIrd Sem
B . L . D . E . A ’ s ( IBM )
A . S . Patil . College of Commerce
Organization Study and Retailers
Perception

Havells India Ltd (Bangalore Branch)

308 ,3rd Floor, Brigade Garden, 19
Church Street,
Bengaluru,
Karnataka 560001
 Overview
vHavells India Ltd is the flag ship company of
QRG Enterprise
vIt is one of the largest & India's fastest growing
electrical and power distribution equipment
company
vIts products ranging from Building Circuit
Protection, Industrial & Domestic Switchgear,
Cables & Wires, Energy Meters, Fans, CFL
Lamps.
vHavells owns some of the prestigious global
brands like Crabtree (India Region), Sylvania,
Concord, Luminance, Claude, Linolite, SLI
Lighting & Zenith.
 About QRG
v QRG Group, a billion-dollar-plus organization which ranks among the top
electric product companies.

v
v A major domestic and global player in the production and sales of an
impressive range of electrical products.

v
v Its product ranging from electric cable to sophisticated switchgears to lighting
systems and fans.


v It has eleven manufacturing units in India and nine outside India.


Products
vBuilding Circuit Protection
vIndustrial Circuit Protection
vCapacitors
vCables
vModular Plate Switches
vMeters
vFans




Infrastructure
vHavells has 20 state-of-the-art manufacturing
plants spread over India


vHavells is helping to boost safety in workplaces

from the factory to the offices, domestic
buildings to commercial plazas


vHavells strategic alliances with some of the

leading technology corporations in the world
of electrical engineering, ensure constant
access to the latest developments in the
international markets
 Organization Chart

Vice President

Branch Head/C&F

Core Accounts Dept

marketing team

ject Marketing Team Professional

Service Channel Members Sales team
Account Professionals
Departments

PERSONNEL DEPARTMENT.


FINANCE DEPARTMENT.
  
MARKETING DEPARTMENT.
  
MATERIAL DEPARTMENT.
  
STORES DEPARTMENT
Retailers Perception
Survey(Research Work)

Problem Identification


Sales from the retailers is below

expectation/target
Retailers don’t give much shelf space for
Havells products compare to competitors
product
Retailers don’t maintain all the product line
except one or two
Company wants to place all the product line at
major potential retailers which are required
for a new construction site

Methodology
 Research Design
Research would be conducted on the basis of the


data collected through the survey. The data

collected through questionnaire would be filtered
according to the nature of the data. This data is
analyzed using Microsoft excel as a tool.
Tools &Techniques
Interview

Population

Population frame


 Findings
vRetailers maintain 3c model (Cost,
Convenience and Customization)
vQuality of the product is excellent
vRetailers can’t differentiate Havells products
with other branded products
vPrices of Havells products are priced higher
than all the other brands in these product
lines
vHavells products are perceived as premium
products
vChannel conflict and changes in policy quickly
is the major concern for the retailers
vRetailers maintain almost equal profit on all
brands
Contd…..
vCompany has excellent distribution network for
supply
vRetailers don’t give enough shelf space for
Havells compare to other brands
vAnchor can give a strong competitive position
in all the product lines
vSales men are not much dynamic
v50% of the retailers believe Havells have
advantage in selling situations
v77% of the retailers believe other brands also
have advantage in selling situations

Recommendation
vEducate Retailers and electricians about the
value company is offering to channel partners
and end users for charging high price
vChannel Conflict should be solved at the
earliest
vDistribution Channel can be shortened
vEducate channel partners and end users about
after sales service
vCFL replacement should be immediately taken
care off

Conclusion

vRetailers very well know that Havells has
maintained a consistency in quality


vWhatever new product is launched by the company

the retailers are accepting it as they know that it
will be a quality product


vThe company needs to work only on two things to

encash this opportunity at the maximum i.e.,
avoid channel conflict & go for uniform pricing, if
the company is able to do it than the company
can easily capture a huge market chunk.

Cont’d……
vThe company is able to cut the competition on
the basis of its brand image. In the near
future Havells has the potentiality of being
the top company in this sector

Thank-U


 Any
Queries?????