Principle of Marketing

PRINCIPLE OF
MARKETING
Name of the faculty – Dr. Archit Kumar Nayak

Course code – MKT201
Faculty of marketing - Mittal School Of Business (MSOB)
Submitted By – Sambhav Jain
Roll Number – RQ2216A79
ABOUT
HAVELLS
Havells India Limited is an Indian

multinational electrical equipment company,
based in Noida, India. It was founded by Late
Sh. Haveli Ram Gandhi, later sold to Gupta
who was his distributor. It is nearly 64 years
old company. This company manufactures
home appliances , lightining for domestic,
commercial and industrial applications, LED
lightining , fans modular switches and wiring
accessories, water heater, industrial and
domestic circuit protection switchgear,
industrial and domestic cable and wires ,
induction motors and capacitors among others.
BRANDS UNDER
HAVELLS
HAVELLS MARKET GROWTH
NET PROFIT LAST 10 YEARS

NET SALES LAST 10 YEARS
SEGMENTATION
The LED market can be broadly divided into three end-use segments:
1) Commercial
2) Industrial/Outdoor
3) Residential
Commercial Segmentation -:
LED lights offer a lifetime of up to 50,000 hours of illumination
and work efficiently by utilizing only a fraction of energy. The
most important feature that commercial organization looks for
while buying an LED is its energy saving capability and Havells
targets this sector by offering LED’s which save up to 80% of
energy. With life and better brightness, Havells LED presents itself
as the perfect choice for futuristic world.
Industrial/Outdoor Segmentation-:
Infrastructure applications which include street lights, tunnel
lights, external wall sconces, pathway lights, garage structures,
parking lot etc are included in this segment. Havells is one of the
few companies in lighting category which also provides LED’s
especially for this purpose.
Residential Segmentation -:
This segment includes lighting used in homes. Cost is the key
driver with the traditional style form factors dominating this
market. Havells provides LEDs which have just the right
brightness levels and lower consumption levels making it the ideal
choice for residential consumers. Its extraordinary long life of
LED’s and its environment friendly factor makes it one of the
leading players in its industry.
TARGETING
It is very important for any organization to select potential
customers to whom the organization wants the sell the
products. The segments which Havells has been primarily
targeting are residential consumers with its low cost and
energy efficient products like Delite and Lumeno LEDs
which reduces the electricity bill by 50%.
With the products having different power ranges it is a

popular choice for any company to light up its office. With
its low cost LEDs and products for Home Decor and
Speciality lamps it is also able to target rural as well luxury
households. And with its recent launch of Lumeno LED
which can save up to 90% of power it will be a favourite
choice for the entire environment concerning people.
POSITIONING
Havells has always stumped its competitors by its
positioning strategy. Aggressive branding especially
on television has helped Havells create a brand recall
like no other. Iconic catchphrases like “Shock Laga
Kya” and advertisements like “Rimpoche” and
“Happy LEDiwali”. Apart from that it also has
sponsored famous TV shows like “BIG BOSS”,
which has just increased its brand value. Havells has
invested in a network that rivals its peers. It has one
lakh retailers along with over 200 Havells Galaxy
Stores and 2500 dealers across the country. Havells is
also famously very dealer friendly. It offers higher
credit, larger trade discounts especially on early
payments and entertains dealers on overseas trips. All
that incentives make Havells a popular brand among
the retailers. Havells LED, like all the other divisions
of the company, focuses more on quality based
competition. Rather than price competition. The
products are standardised and are of a premium
quality.
Havells positions itself as a brand easily accessible,
convenient to use and are value for money for the
customers
ANALYSIS OF
CUSTOMERS
Customers of the brand in the Retail

segment are from the urban markets while
recently company started penetrating to the
tier-2, tier-3 cities through which majority
of the markets will be covered. Premium
perception and high quality are resulting in
repeat purchases in the retail segment.
In industrial businesses, it serves B2B
customers who have requirements of
Switch gears, Cables, Motors, Heavy Duty
Fans and professional Lightening.
SWOT ANALYSIS
UNIQUE SELLING POINT
Havells is known for certain factors that have

become its USPs and have helped its sales.
 Quality- Havells is known for its quality. It is

the best available boost in the market. That is
at par with Philips
 Variety- Havells is trying to attract the

maximum customers by offering them a wide
variety of choices and thereby capturing a
large share of the market.
 Price Range- It has the most diverse price
range in the market from –to-. By offering
such a diverse range of prices, they are trying
to reach every sector in India.
After sales services- Havells is known for its

best in class services. They have a 24*7 online
support available and any complaint is resolved
within 24 hours only.
RECOMMENDATIONS
Havells, though a major player in the LED
market, has a few weaknesses. To expand
itself, it needs to overcome those weaknesses.
Our suggestions to Havells, based on the data
we collected are:
 Reduce costs, so as to increase the margin
for both the company and the suppliers.
 Focus more on e-commerce and online
marketing. Provide attractive offers to e
shoppers.
 To cope up with competition, the company
should hire a Bollywood celebrity as their
brand ambassador.

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PRINCIPLE OF

Name of the faculty – Dr. Archit Kumar Nayak

Havells India Limited is an Indian

NET PROFIT LAST 10 YEARS

With the products having different power ranges it is a

Customers of the brand in the Retail

Havells is known for certain factors that have

 Quality- Havells is known for its quality. It is

 Variety- Havells is trying to attract the

After sales services- Havells is known for its

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