PROJECT REPORT

ON

MARKET ANALYSIS OF HAVELLS

Submitted in partial fulfillment of the requirements for the degree

of Masters in Business Administration (Marketing)

OF

West Bengal University Of Technology

BY

TANAY GOSWAMI

ROLL NO: 09125009054

REG NO:
SESSION: 2009-2011
SEMESTER: THIRD

BENGAL COLLEGE OF ENGINEERING AND TECHNOLOGY

DURGAPUR
TABLE OF CONTENTS

1. PREFACE.
2. ACKNOWLEDGEMENT
3. DECLARATION
4. ABSTRACT.
5. HISTORY OF HAVELLS INDIA.
6. RESEARCH OBJECTIVE.
7. RESEARCH METHODOLOGY.
8. SAMPLING
9. DATA ANALYSIS AND INTERPRETATION.
10.COMPETITORS OF HAVELLS
11.FINDINGS AND CONCLUSION.
12.LIMITATIONS
13.BIBLIOGRAPHY
 PREFACE

Someone has rightly said that practical experience is far better and
closer to the real world than mere theoretical exposure. The
practical experience helps the student to view the real business
world closely, which in turn widely influences his/her perceptions
and understanding of the real situation.

Research work constitutes the backbone of any management

education program. A management student has to do research work
quite frequently during his entire life span. The research work
entitled “Market Research Regarding Havells MCB” aims to know
market structure regarding Havells and the product offered by it.

The present report is a part of the project that contains the work
done by me during the training period at Havells India Ltd.
Kolkata.

This project has offered me an opportunity to put all my efforts and

the theoretical knowledge to practice and enhance my knowledge,
and at the same time, given me practical experience in the field of
marketing. It is surely going to help me in my future projects too.

In the preparation of this report, I have made every effort to ensure

that all steps involved in development of this project are
adequately covered and the report be completed in it. Any
suggestions for improvement, if rendered, will be gratefully
accepted.

I sincerely hope that this project will prove pure knowledge

imparting, through provoking and thus stimulating future research
work on these guideline
 ACKNOWLEDGEMENT

A work is never a work of an individual. I owe a sense of gratitude

to the intelligence and co-operation of those people who has been
so easy to let us understand what we needed from time to time for
completion of these exclusive project.

I want to express gratitude towards Mr.Somraj, my faculty guide

and to Mr. Suhas Bhattacharya, asst. general manager, Havells for
giving me an opportunity to do this project. I would also like to
thank to Mr. Narayan Roy who is my mentor for helping me in
each and every step in the project.

Last but not the least, I would like to thanks to friends &other
faculty members who always endured us and stood by us and
without whom I would not have completed the project.
 DECLARATION
I, Tanay Goswami a MBA student of Bengal College Of
Engineering And Technology,Durgapur under West Bengal
University Of Technology hereby declare that the project report
prepared and submitted by me is an original work done by using
factual data collected from the organisation(Havells India
Limited)..

No,part of this report shall be reproduced,published or transmitted

in any form or by any means without time prior to “written
permission of the documenter”.

.
Tanay Goswami
SOMETHING ABOUT MARKETING MIX

The marketing mix is probably the most famous marketing term.

Its elements are the basic, tactical components of a marketing plan.
Also known as the Four P's, the marketing mix elements
are price, place, product, and promotion.
The concept is simple. Think about another common mix - a cake
mix. All cakes contain eggs, milk, flour, and sugar. However, you
can alter the final cake by altering the amounts of mix elements
contained in it. So for a sweet cake add more sugar!

Some commentators will increase the marketing mix

to the Five P's, to include people. Others will increase the mix
to Seven P's, to include physical evidence(such as uniforms,
facilities, or livery) and process (i.e. the whole customer
experience e.g. a visit the Disney World). The term was coined by
Neil H. Borden in his article The Concept of the Marketing Mix in
1965.

PRICE
There are many ways to price a product. Let's have a look at some
of them and try to understand the best policy/strategy in various
situations
Premium Pricing:-
Use a high price where there is a uniqueness about the product
or service. This approach is used where aa substantial
competitive advantage exists. Such high prices are charge for
luxuries such as Cunard Cruises, Savoy Hotel rooms, and
Concorde flights.

Penetration Pricing:-
The price charged for products and services is set artificially low
in order to gain market share. Once this is achieved, the price is
increased. This approach was used by France Telecom and Sky
TV.

Economy Pricing:-
This is a no frills low price. The cost of marketing and
manufacture are kept at a minimum. Supermarkets often have
economy brands for soups, spaghetti, etc.

Price Skimming:-
Charge a high price because you have a substantial competitive
advantage. However, the advantage is not sustainable. The high
price tends to attract new competitors into the market, and the
price inevitably falls due to increased supply. Manufacturers of
digital watches used a skimming approach in the 1970s. Once
other manufacturers were tempted into the market and the
watches were produced at a lower unit cost, other marketing
strategies and pricing approaches are implemented.
Premium pricing, penetration pricing, economy pricing, and
price skimming are the four main pricing
policies/strategies. They form the bases for the exercise.
PLACE
Another element of Neil H.Borden's Marketing Mix is Place.
Place is also known as channel, distribution, or intermediary. It
is the mechanism through which goods and/or services are
moved from the manufacturer/ service provider to the user or
consumer.
There are six basic 'channel' decisions:
• Do we use direct or indirect channels? (e.g. 'direct' to a
consumer, 'indirect' via a wholesaler).
• Single or multiple channels.
• Cumulative length of the multiple channels.
• Types of intermediary (see later).
• Number of intermediaries at each level (e.g. how many
retailers in Southern Spain).
• Which companies as intermediaries to avoid 'intrachannel
conflict' (i.e. infighting between local distributors)

PRODUCT

• For many a product is simply the tangible, phsysical entity

that they may be buying or selling. You buy a new car and
that's the product - simple! Or maybe not. When you buy a
car, is the product more complex than you first thought?

• The Product Life Cycle (PLC) is based upon the biological

life cycle. For example, a seed is planted (introduction); it
begins to sprout (growth); it shoots out leaves and puts down
roots as it becomes an adult (maturity); after a long period as
an adult the plant begins to shrink and die out (decline).
 PROMOTION
Another one of the 4P's is promotion. This includes all of the
tools available to the marketer for 'marketing
communication'. As with Neil Borden’s marketing mix,
marketing communications has its own 'promotions mix.'
Think of it like a cake mix, the basic ingredients are always
the same. However if you vary the amounts of one of the
ingredients, the final outcome is different.
The elements of the promotions mix are:
Personal Selling.
Sales Promotion.
Public Relations.
Direct Mail.
Trade Fairs and Exhibitions.
Advertising.

SOMETHING ABOUT HAVELLS INDIA

Profile

Starting off as an electrical trading company in 1958, Havells India

Ltd. today is an emerging leader and an end-to-end solution
provider in the Power Distribution Equipment industry. The
company catering to the needs of domestic and industrial market
has seven manufacturing units in India.

Havells India Ltd, a billion-dollar-plus organization, and one of the

largest & India's fastest growing electrical and power distribution
equipment company, manufacturing products ranging from
Building Circuit Protection, Industrial & Domestic Switchgear,
Cables & Wires, Energy Meters, Fans, CFL Lamps, Luminaries for
Domestic, Commercial & Industrial application and Modular
Switches.

Havells owns some of the prestigious global brands like Crabtree*,

Sylvania, Concord,Luminance, Claude, Sylvania: Linolite, SLI
Lighting & Zenith.
Havells reach stretches across 91 branch offices, over 2000
authorized dealers and thousands of approved retail outlets. The
company has an enviable clientele, not only in the domestic
market, but also in international markets like UK, Malaysia,
Singapore, Bangladesh, Sri Lanka, Dubai, Africa, Iran and Iraq.
The company is currently exporting to over 50 countries globally.

Havells is acknowledged as a manufacturer & supplier of the

widest range of quality low voltage electrical equipment. With a
number of strategic alliances in place, Havells is the only company
that has shown phenomenal growth rate with the help of various
joint ventures, acquisitions, mergers and takeovers.

Havells recently acquired Frankfurt headquartered, SLI Sylvania

for $ 300 mn . The company is a leading global designer and
provider of lighting systems for lamps and fixtures. Sylvania is one
of the most globally recognized brand for over a century in the
electrical industry with brands like Sylvania, Concord: marlin,
Lumiance, Marlin, Claude and Linolite-Sylvania..

The company has acquired a number of International certifications,

like BASEC, CSA, KEMA, CB, CE, ASTA, CPA, SEMKO,
SIRIUM (Malaysia), SPRING (Singapore), TSE (Turkey), SNI
(Indonesia) and EDD (Bahrain) for various products. Today,
Havells and its brands have emerged as the preferred choice of
electrical products for discerning individuals and industrial
consumers both in India and abroad.

In an attempt to transform itself from an industrial product

company to a consumer products company, Havells
launched consumer electrical products such as CFLs, Fans,
Modular Switches & Luminaires. The company has been
consistent in its brand promotion with sponsorship of Cricket
events like T20 World Cup, India-Australia Series and IPL Season
1 and 2. The company has also taken the initiative to reach directly
to the consumers through "Havells Galaxy" – a one stop shop for
all electrical and lighting needs.

Social and environmental responsibility has been at the forefront of

Havells operating philosophy and as a result the company
consistently contributes to socially responsible activities. For
instance, the company is providing mid-day meal in government
schools in Alwar district, covering 15000 students per day. Besides
this company has acquired land for constructing a larger kitchen
with all the modern facilities to serve freshly cooked food to 50000
students in the area. Havells runs a mobile Medical Van, equipped
with a trained doctor and necessary medicines in the rural areas of
Delhi & NCR for the very poor and needy villagers. We also set up
free medical check-up camps. In the past also, the company has
generously contributed to the society during various national
calamities like the Bihar Flood, Tsunami and Kargil National
Relief Fund etc.

The essence of Havells success lies in the expertise of its fine team
of professionals, strong relationships with associates and the ability
to adapt quickly and efficiently, with the vision to always think
ahead
Havells Today.....

Vision:
"To be a globally recognized corporation that provides best
electrical & lighting
solutions, delivered by best-in-class people."

Mission:
To achieve our vision through fairness, business ethics, global
reach, technological expertise, building long term relationships
with all our associates, customers, partners, and employees.

Values:
Customer Delight a commitment to surpassing our customer
expectations Leadership by example. A commitment to set
standards in our business and transactions based on mutual trust.
Integrity and Transparency: A commitment to be ethical, sincere
and open in our dealings. Pursuit of Excellence : A commitment to
strive relentlessly, to constantly improve ourselves, our teams, our
services and products so as to become the best in class.

Promoters

QRG Group is one of the fastest growing Electrical and Power

Distribution Equipment Company in the country, manufacturing
products ranging from building circuit protection, industrial &
domestic switchgear, cables & wires, energy meters, fans, CFLs,
luminaries, bath fittings and modular switches.

The group comprises of 5 companies –

1) Havells India Ltd. (the flagship company)

2) Standard Electrical

3) Crabtree India Ltd

4) TTL
5) Sylvania

With 13 state of the art manufacturing plants, 24 branch offices

and a strong backing of over 3000 professionals across India the
group has achieved rapid success in the past few years.

The group has recorded a turnover of Rs. 963 crores in the

previous financial year and is poised for another quantum growth
with projections suggesting a 50% increase over
previous year. While the industry has been growing at a pace of
20% CAGR, QRG Enterprises has been marching faster at a
compounded annual growth rate of 35% in the past decade.
Board of Directors

1. Qimat Rai Gupta (Chairman and Managing Director)

2. Anil Gupta (Joint Managing Director)
3. Surjit Gupta (Director Operations)
4. Ameet Gupta (Director International Marketing)
5. Rajesh Gupta (Director Finance)

Milestones

1958: Commenced trading operations in Delhi

1976: Set up the first manufacturing plant for Rewire able
Switches and Changeover Switches at Kirti Nagar, Delhi.
1979 : Set up a manufacturing plant for HBC Fuses at Badli, Delhi
1980: Started manufacturing high quality Energy Meters at Tilak
Nagar,Delhi
1983: The Company was originally incorporatd as Havell's India
Private Limited on 8th August under the Companies Act 1956
promoted by S/Shri Qimat Rai Gupta and Surjit Kumar Gupta. The
Company also entered into a Technical Collaboration with M/s
Christian Geyer GmbH & Co. Germany for the manufacture of
Miniature Circuit Breakers in India.
Acquired Towers and Transformers Ltd. and turned it into a
profitably manufacturing Energy Meters Company in 1 year....

1987 : Started manufacturing MCBs at Badli, Delhi in Joint

Venture with Geyer, Germany.

1989 :The company undertook addition to its tool room facilities

by going in for manufacturing of sheet metal and moulding tools in
house
1990 :Set up a manufacturing plant at Sahibabad, UP for
Changeover Switches

1991: The company amalgamated with itself Elymer Havbell's Pvt.

Ltd.which had facilities for manufacture of HRC fuses with an
installed
capacity of 2 50 000 pcs.

1992: The name was changed to Havell's India Limitd vide

certificate dated 31st March For the manufacture of ELCBs the
Company signed another technical Collaboration with M/s Schiele
Industrieworke Germany.

1993 : Set up another manufacturing plant at Faridabad, Haryana

for Control Gear Products.

1994 :The company successfully launched the latest IEC design

contractors relays and motor starters for the first time in India
which have been well received in the market.
The company has finalized tie-ups in UAEOma n Kuwait and
Egypt for marketing its vast range of products in these countries.

1995 :The Company has introduced Product Managers and

"Industrial Teams" to emphasize the product mix and to strengthen
its presence in all market segments.

1996 :Acquired a manufacturing plant at Alwar, Rajasthan for

Power Cables & Wires and entered into the manufacture of low
tension power cables.
Entered into a Joint Venture with Electrium, UK for manufacturing
Dorman Smith MCCBs and Crabtree Modular Plate Switches.

Schiele industriwerke Germany who have been our collaborators

for ELCBs have entered into a new technical collaboration with the
company for quality upgradation for its products in the controlgear
division.

The company decided to enter into the manufacture of Three Phase

Energy Meters for industrial applications.

Havell's group signed a Joint Venture Agreement with Hanson

Electrical a group company of the UK Pound 11 Billion Anglo-
American conglomerate Hanson Plc. one of the top ten Companies
of UK.

1997 : Acquired Electric Control & Switchboards at NOIDA, UP

for manufacturing customized packaged solutions.

Havell's Dorman Smith Pvt. Ltd. U.K. JV company wherein

Havell's India Ltd is a 25% shareholder with Electrium Ltd. UK
with the introduction of state-of-the-art `DORMAN SMITH' brand
Moulded Case Circuit Breakers in India.

Havell's group has signed a new JV agreement with Ampy

Automation Digilog Ltd. UK.

JV partners have tested the MCBs and have entered into an

agreement with the Company to exclusively market the MCBs in
the world wide markets

1998 : Introduced high-end Ferraris Meters in Joint Venture with

DZG, Germany.

Cable division at Alwar is now ISO-9001 certified.

The 50:50 JV company "Havell's Dorman Smith Ltd. in which
Havell's India Ltd. is a 25% shareholder had launched Moulded
Case Circuit Breakers last year in the Indian market.

The Company also launched "Crabtree" brand modularplate

switches which is being perceived as the best available product in
the market
1999 :Electrical switchgear makers Havell's India has entered into
a strategic partnership with Cambridge Technology Partners India
for implementing ERP on a fast-track.

The company has a 50:50 joint venture with DZG of Germany for
manufacture of high-end electromechanical and electronic energy
meters.

2000 : Acquired controlling stake (60%) in Duke Arnics

Electronics (P) Limited engaged in manufacturing of Electronic
Meters-Single Phase, Three Phase, Multi Function, Tri Vectors.
Havell's entered into a technical collaboration with Geyer in 1998
to manufacture miniature circuit-breakers.

For MCBs the company has a technical collaboration with Geyer

AG of Germany with Schiele Industriewerke of Germany for
RCCBs and with Peterriens Schaltechik Gmbh for changeover
switches.

Acquired controlling interest in an industry major-Standard

Electricals Ltd.

2001 : Acquired business of Havells Industries Ltd, MCCB of

Crabtree India Limited and merged ECS Limited in the company
to consolidate its area of core competence.
Awarded the highest revenue payer award for the year 2000 in the
organised sector category

2002 : Standard Electrical Company becomes a 100% Subsidiary

of the company.
Attained the IEC certification for Industrial switchgear and CSA
certification for all manufacturing plants.
2004 : Set up manufacturing plant at Baddi , HP for manufacturing
of Domestic Switchgear.
Set up a manufacturing plant for manufacturing of CFL at existing
manufacturing plant in Faridabad, Haryan.
Set up a manufacturing plant for manufacturing of Ceiling Fans at
Noida, UP.
Set-up our own marketing office in London through our wholly
owned subsidiary company Havells U.K. Ltd.
Attained the CE certificate for CFL.

Havells India Limited has sold out its entire shareholding of

Standard Electricals Limited an un-listed public limited company
which was a 100% subsidiary of the Company. Consequently with
effect from such transfer Standard Electricals Limited is no longer
a subsidiary of the Company.

2005 : Set up manufacturing plant in Haridwar, Uttaranchal for

manufacturing Fans.

Awarded the KEMA certification by The Dutch Council for

Accreditation, making QRG the only group to attain this
certification.

Set up of R&D Center in Noida H.O.

2006 : Crabtree India merged with Havells India.

Added CFL production unit in Haridwar manufacturing plant.
Expansion at Alwar manufacturing plant for increase of
production capacity.
Expansion at Baddi manufacturing plant and set-up of an Export
Oriented Unit.
First Company to get the ISI Certification for complete range of
CFLs.
Started mid-day meal program at Alwar, Rajasthan caters to
10,000 students from 77 schools.
2007 : Set-up of Capacitor manufacturing plant in Noida, UP with
the capacity of 6, 00,000 kVAr per month.

Acquired the Lighting business of a Frankfurt based company

"Sylvania", a global leader in lighting business and now the
company's turnover crosses US$ 1 Billion.

Warburg Pincus, a global private equity firm and one of the

largest investors in India, invested US $110 million in Havells
India Ltd. Havells issued fresh shares to Warburg Pincus,
representing approximately 11.2% of the fully diluted share capital
of the company.

QRG Group entered healthcare business by acquiring a majority

stake in Central Hospital and Research Centre, Faridabad

2008 : First Indian CFL manufacturers to have adopted RoHS,

European norms on Restriction of Hazardous Substances in CFLs.
Set up of Global Corporate office, QRG Towers at Expressway
Noida
Investment of Rs.50 Crores in Global Center for Research and
Innovation (CRI)

2009 : Set up of fully automatic switchgear manufacturing plant at

Baddi.
Consolidation of CFL manufacturing plant at Neemrana for
domestic and export purposes.
Work culture at Havells

QRG is continuously applying modern management techniques

such as Kaizen to enable employees to improve their day to day
functioning in small steps, one at a time.QRG has also
implemented Japanese version of 5S which stands for "a place for
everything and everything in its place". The company has
introduced these techniques as it firmly believes that small changes
add up to large results and the only way for a corporation to grow,
is to make its people grow

The Group is driven by qualified and experienced professionals

backed by a work force of over 4000 employees. All branches and
manufacturing facilities are computerized and networked with each
other. An open door policy at all levels encourages employees to
be participated, innovative and creative. Empowering employees
helps the organization in harnessing individual talents to the
fullest. Emphasis is laid on building team spirit which helps
employees to realize collective potential.

Manufacturing Plants:

Powerful trends are shaping up industry for the 21st century.

Because of rapid spread of advanced technologies complexity of
work is increasing - almost daily. With the state of the art
equipments and manufacturing facilities, QRG group is helping to
boost safety in workplaces from the factory to the offices, domestic
buildings to commercial plazas. All the manufacturing units are
ably supervised and controlled by technocrats and industry
specialists.
The group has well managed, well equipped tool rooms with
machines like CCV Line, CNC Machines, EDM Wire Cut, Spark
Erosion Machines, Lathes and Surface Grinders.

Our 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,
which are then adapted to the tough tropical conditions.

Our manufacturing units are fully equipped with the latest and
most sophisticated facilities in India. And in the hands of our
highly qualified technical experts, this results in some of the most
advanced product development in the country

Location: Branch offices / zonal offices / manufacturing plants

• Haridwar, Uttaranchal Products manufactured: Fans and CFLs

• Baddi, Himanchal Pradesh Products manufactured: MCBs, CFLs
and Switches
• Samepur Badli, Delhi Products manufactured: MCBs, ELCBs
and DBs
• Tilak Nagar, Delhi Products manufactured: Energy Meters
• NOIDA, UP Product manufactured: Fans
• Alwar, Rajasthan Products manufactured: Cables & Wires
• Faridabad, Haryana Products manufactured : CFLs and Industrial
Products.
• Gurgaon, Haryana Luminaries and Lighting fixtures
• Jalandhar Products manufactured: MCBs, ELCBs, DBs, Wires
and Industrial Switchgear
• Gurgaon, Haryana Products manufactured: Modular Plate
Switches & Accessories
• Bhiwadi, Rajasthan Products manufactured: Bathroom fittings &
Accessories
• Sahibabad, UP Products manufactured: Trivector Meters,
Reference Standard Meters

• Hyderabad, AP Products manufactured: Energy Meters

PRODUCTS

There are various products of Havells but I have done the

project work in MCB and CHANGEOVER SWITCHES.

MINIATURE CIRCUIT AUTOMATIC CHANGE

BREAKER OVER

MINIATURE CIRCUIT BREAKER

Havells India Ltd has emerged as preferred choice for discerning

range of individual and industrial consumers. Havells is the largest
manufacturer of MCBs in the country and 30% of the MCBs sold
in UK are Havells manufactured. Our products are approved by
international quality bodies such as KEMA, UL,CE,CSA and VDE
and are as per IEC standards.
AUTOMATIC CHANGEOVER SWITCHES

Double Pole

MCB Changeover switch finds wide & varied application in

industries as well as in domestic sphere for use in low voltage
distribution circuits, wherever continuity of supply is necessary,
for switching to an alternate source of supply from main supply
and vise-versa.

They are switch disconnectors with independent manual operation,

capable of making, carrying and breaking currents under normal
circuit conditions, which may include operating overload condition
and also carry currents under specified abnormal circuit conditions
such as those of short circuit for a specified time.

Range :
25A & 40A

Execution :
Double Pole (2P)
Four Pole (4P)

Feaatures:
Compact construction
Double break contacts
Silver Cadmium Oxide contact tips
Shrouded terminals
Front operation with three stable positions I-O-II
Centre position off
Easy snap on DIN Rail mounting
Can be mounted with other products viz. MCB, ELCB, Isolator in
Distribution Board

IS 13947 - 3 / IEC 60947 - 3

Four Pole

MCB Changeover switch finds wide & varied application in

industries as well as in domestic sphere for use in low voltage
distribution circuits, wherever continuity of supply is necessary,
for switching to an alternate source of supply from main supply
and vise-versa.

They are switch disconnectors with independent manual operation,

capable of making, carrying and breaking currents under normal
circuit conditions, which may include operating overload condition
and also carry currents under specified abnormal circuit conditions
such as those of short circuit for a specified time.

Range :
25A & 40A

Execution :
Double Pole (2P)
Four Pole (4P)

Features:
Compact construction
Double break contacts
Silver Cadmium Oxide contact tips
Shrouded terminals
Front operation with three stable positions I-O-II
Centre position off
Easy snap on DIN Rail mounting
Can be mounted with other products viz. MCB, ELCB, Isolator in
Distribution Board

IS 13947 - 3 / IEC 60947 - 3

RESEARCH OBJECTIVE

 Comparative analysis of Havells MCB/Changeover

switches with other brand.
 To find how the product is accepted in the market.
 To know the merits and demerits of Havell’s MCB
promotional offer.
 To know the perception of customer regarding the
quality of Havells.
 To know how satisfied are customers and retailers with
the products they purchase and the services provided by
the company.
RESEARCH METHODOLOGY

The report is based on primary as well as secondary data,

however primary data collection was given more importance
since it is overwhelming factor in attitude series.One of the
most important uses of research methodology is that it helps
in identifying the problem, collecting, analyzing the required
information data and providing an alternative solution to the
problem. It also helps in collecting the vital information that
is required by the top management to assist them for the
better decision.
My research project has a specified framework for collecting
the data in an effective manner. Such framework is called
“Research Design”. The research process which was
followed by me consisted following steps.
DATA SOURCES

Data has been collected from both secondary sources and

primary sources. Secondary data can be used only for
reference.

PRIMARY DATA:-

Primary data has been collected through:-

I. OBSERVATION:- Here we have observed retailers
about their purchasing behaviours.
II. SURVEYS:- In Survey I Have Used Questionnaire
Method few Questionnaires to the retailer have been
asked.

SECONDARY DATA:-

Secondary data was taken mainly from the internet and the
URL are as follows:-
I. www.havells.com
II. www.wikipedia.com
III. www.scribd.com

DURATION OF THE STUDY:- The study was carried out

for a period of 8 weeks.
 SOMETHING ABOUT MY WORK

My region was entire KOLKATA. I worked under the supervision

of Mr.Suhas Bhattacharya who is an A.G.M of HAVELLS India
Ltd. which is situated in ICC tower 5th Floor in Kolkata. I was
under the sales officer Mr. Narayan Roy who has helped us in
doing this project.

OBSERVATION

A GIST OF MY PROJECT WORK

Now what I have mainly observed in these markets is that

There were some Retail Outlets which I have visited with my

group members in my course of project work…
In this list there are the names of some retail outlets from where I
realised
1.how many retailers are selling the products of Havells.
2.why the customers are choosing the product of Havells
3.how much quantity the retailers are selling.
4.which company’s product is available in the retail outlet.
5.And last but not least the the feedback of the retailers….

In the first one and a half week I have worked and have visited
several markets and my work here was only observation. The
markets which I have visited in these 8 weeks are as follows:-
I. Sova Bazar.
II. Sealdah.
III. Dum Dum.
IV. Dhakuria.
V. And other surrounding areas.
 In these markets I have went to the shops and have made
surveys.The data analysis and interpretations are given below.

SAMPLING
SAMPLE SIZE:- Sample size used in the research was 100.

SAMPLE DESIGN:- Data has been presented in the form of

pie-charts
 DATA ANALYSIS AND INTERPRETATION

1. From where did you came to know about Havells?

INTERPRETATION: - MOST OF THE SALESPERSON CAME

TO KNOW ABOUT THE HAVELLS FROM THE
SALESPERSONS OF THE COMPANY FOLLOWED BY
WORD OF MOUTH AND TELEVISION AD.
2. WHAT DO YOU THINK ABOUT THE PRICE OF THE
HAVELLS PRODUCT WITH COMPARE TO OTHER
BRAND?

INTERPRETATION: - Most of the retailers think that the

price of the Havells Product is higher when compared with
other companies
 3. ARE YOU SATISFIED WITH THE MARGIN THAT
IS PROVIDED TO YOU BY HAVELLS?

INTERPRETATION: - MORE THEN HALF OF THE

RETAILERS ARE SATISFIED WITH THE MARGIN
THAT IS PROVIDED TO THEM AND 35% OF THE
RETAILERS ARE NEITHER SATISFIED NOR
DISSATISFIED.
 4. ARE YOU SATISFIED WITH THE SCHEME THAT
IS OFFERED TO YOU BY HAVELLS?

INTERPRETATION:- NEARLY 62% RETAILERS ARE

SATISFIED WITH THE SCHEME THAT THEY GET
FROM THE HAVELLS BUT 9% OF THE RETAILERS
ARE DISSATISFIED WITH THE SCHEME.
 5. DID YOUR SELLS OF HAVELLS PRODUCT
INCREASED FROM BEFORE?

INTERPRETATION:- 55% OF THE RETAILERS SAID THAT

THEIR SALES INCREASED FROM BEFORE WHILE 45%
SAID THER SALES HAVE NOT INCREASED.
6.HOW IS THE DELIVERY SERVICES OF THE
HAVELLS WITH RESPECT TO OTHER COMPANIES?

INTERPRETATION:- MORE THAN HALF OF THE

RETAILERS THINK THAT HAVELLS DELIVERY
SERVICE IS GOOD BUT NEARLY 32% OF THE
RETAILERS TOLD THAT THE DELIVERY
SERVICE OF HAVELLS IS AVERAGE..
 SAMPLE QUESTIONNAIRE

PLEASE TICK THE ANSWER WHICHEVER IS APPLICABLE

1.DID YOU KNOW ABOUT HAVELLS MCB AND CHANGEOVER

SWITCHES FROM BEFORE?

YES NO

2. FROM WHERE DID YOU COME TO KNOW ABOUT HAVELLS?

NEWSPAPER TELEVISION MAGAZINE

INTERNET. SALESPERSON . WORD OF MOUTH.

OTHERS (PLS SPECIFY)________________________________

3.FROM HOW MANY MONTHS YOU ARE SELLING HAVELLS

PRODUCT?

1-3 MONTHS 3-6 MONTHS 6-9 MONTHS

MORE THAN A YEAR

4.WHAT DO YOU THINK ABOUT THE PRICE OF HALLS WITH

COMPARE TO OTHERS?

VERY HIGH HIGH OK LOW

VERY LOW

5.ARE YOU SATISFIED WITH THE MARGIN i.e PROVIDED BY

HAVELLS?

HIGLY SATISFIED SATISFIED

NEITHER SATISFIED NOR DISSATISFIED DISATISFIED

HIGHLY DISATISFIED
6. ARE YOU SATISFIED WITH THE SCHEME THAT IS OFFERED TO
YOU BY HAVELLS?

HIGLY SATISFIED SATISFIED

NEITHER SATISFIED NOR DISSATISFIED DISATISFIED

HIGHLY DISATISFIED

7. DID YOUR SELLS OF HAVELLS PRODUCT INCREASED FROM

PREVIOUS MONTHS?

YES NO

8. WHICH IS THE HIGHEST SELLING MCB IN YOUR STORE?

HAVELLS P STANDARD LEGRAND

OTHERS (PLS SPECIFY)__________________________________

09. WHICH BRAND WILL YOU GIVE MORE PRIORITY WHILE

SELLING?

HAVELLS ANCHOR LEGRAND STANDARD

OTHERS(PLS SPECIFY)_________________

10. HOW IS THE DELIVERY SERVICES OF THE HAVELLS WHEN

YOU GAVE ORDERS WITH RESPECT OTHER COMPANIES?

VERY GOOD GOOD AVERAGE

BELOW AVERAGE
 FINDINGS &CONCLUSION

1. Most of the retailers came to know about the HAVELLS

from the salesperson and Advertisement.

2. More than 50% of the retailers are selling Havells product

for more than a year.

3. 78% of the retailers think that the price of the Havells is

higher when compared to other company.

4. 55% of the retailers are satisfied with the margin that is

provided to them by Havells and 10% are dissatisfied.

5. 58% of the retailers told that the sales of Havells increased

from before.

6. Out of all categories of Havells Products MCB is the

highest selling in most of the stores.

7.57% of the retailers told that they will prefer selling

Havells because customers are demanding it more.

8.53% of the retailers are satisfied with the delivery services

of the Havells but 32% of the retailers are not satisfied with
the delivery services.

9. The demand is not up to the mark of other companies

when compared with havells
10. All markets have good demand of Havells.
Something regarding the comparison of Havells with other
brands.

During my course of project work which was confined in Kolkata

regarding the market research of havells. I went to several retail
outlets. There I asked several questionnaires to the retailers which
were mentioned above regarding the product of havells particularly
MCB in which I did this project work.

There I got a bumper response from the retailers that why they are
choosing havells.
There were only just few retails outlets where I found various other
MCB brands such as ABB,ANCHOR,LEGRAND,etc.
But when I started comparing those with Havells I didn’t find them
upto the mark.

Most of retailer told other than havells they sells Anchor,and when
I started comparing the Products I found that….

An MCB of Anchor costs around Rs.70 where as Havells costs

around Rs.97.
Though the cost of havells is high enough for an ordinary
contomer but still they are demanding it because of its excellent
performance and they don’t have any complain too..
As we know that Kolkata is having a huge market area so its very
difficult to compare Havells with that of any other Brands,but still
I tried and I personally think that I’m success in this matter…
Most of the retailers told that havells is the largest selling brand in
their outlet..
So I think that Havells is the only competitor of Havells..
 LIMITATIONS

1. My area was confined to Kolkata only and not on any

other places.

2. Most of the retailers were not responsive, actually they

didn’t gave adequate time to answer the question.

3. Possibility of error in data collection because many of the

retailers may have not given correct answer to the questions.

4. My summer training was of only 8 weeks but a proper

research needs more time.
RECOMMENDATIONS & SUGGESTIONS

1) More local/ regional advertisements should be there to make

people aware about Havells and its products
2) There should be more advertisement on the world wide web
also.
3) Campaigning should be done at all level.
4) Business Development Officers should contact Architects and
Customers on regular basis.
5) More flexible discount schemes should be provided
6) Product catalogues and price lists should be provided to the
customers on regular basis.
7) Increase the percentage rate of ADJUSTMENT POLICY. Or
start guarantee.
8) Improve the behavior of sales person of the company as well as
distributor.(6% of respondent).
9) Company should further reduce its price.
10) Fulfill all the commitments which are made by company or
distributor.
11) There is more need in improvement of quality of Green CFL so
that it decreases the rate of replacement.
12) The adjustment policy’s rate is not enough because
replacement rate is 15% to 20%.
13) If company backs out any scheme, then it should give some
time to the retailer.
14) Provide updated information and knowledge to the retailers
about the product.
15) Provide equal Price to all the retailers.
16) Company should compromise with dealer according to the
circumstances.
17) Company should improve its grievance handling system
BIBLIOGRAPHY