Mehdi.roll No 23

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.

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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

Core marketing team

Head/C&F

Accounts Dept

ject Marketing Team Professional Channel Members Sales team Account Professionals Service

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 

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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.

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Tools &Techniques Interview Population Population frame 

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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 

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