PREFACE

Marketing should not be looked upon in a vacuum or in isolation. It is an

essence taking a view of the whole business organization and its ultimate objective
concern for marketing must penetrate all areas of the enterprise. Market survey in
today’s competitive world is a must for every organization.

This project is a study of market strategy of top five fans The rational
behind this particular study is to find out the present market scenario of various
brands & to find out the corporate need and perception. It was a pleasurable
experience to conduct a research on behalf of Fans pertaining to the study of the
Automobile Sector.

Conclusion and there by recommendation has been arrived at by proper

and justified interpretation of the result derived from the above said analytical
tools and techniques.

ACKNOWLEDGEMENT

1
 Preparing a project of this nature is an arduous task and I was fortunate enough
to get support from a large number o persons. I wish to express my deep sense of
gratitude to all those who generously helped in successful completion of this report by
sharing their invaluable time and knowledge.

It is my proud and previledge to express my deep regards to Respected Shri ,

Pravesh Goutam Head of Department Miss Neha Dubey Department of Business
Management , SVN Institute of Technology Sagar for allowing me to undertake this
project.

I feel extremely exhilarated to have completed this project under the able and
inspiring guidance of Miss. Neha Dubey she rendered me all possible help me guidance
while reviewing the manuscript in finalising the report.

I also extend my deep regards to my teachers , family members , friends and all
those whose encouragement has infused courage in me to complete to work successfully.

SHAILENDRA PANDEY
B.B.A IInd Semester

2
 DELCLARATION BY THE CANDIDATE
Date :

I declare that the project report titled " Marketing Strategy of Top Five Fans "

on Market Segmentation is nay own work conducted under the supervision of Miss.Neha

Dubey Department of Business Management SVN Institute of Technology Sagar To the

best of my knowledge the report does not contain any work , which has been submitted

for the award of any degree , anywhere.

SHAILENDRA PANDEY
B.B.A IInd Semester

3
 CERTIFICATE
The project report On Physics been prepared by Sona Lodhi XIth (Bio

Group under the guidance and supervision of Mrs. Ragani Agrawal for the Class .

Signature of the Signature of the Signature of the

Supervisor Head of the Department Examiner

CONTENTS

TOPIC
TITLE

1.
Preface

2. Acknowledgement

4
 3. Declaration of the Candidate

4. Certificate

5. Introduction of Celling fens

6. History of Celling fans

7. Marketing Segmentation

8. Swot Profile of Celling fans

9. Scope of the Study

10 Limitations

11 Research Methodology
12 Data Analysis & Interpretation
13 Conclusion
14 Bibliography
15 Questionnaire

Introduction to Ceiling Fans

A ceiling fan is a fan hung from the ceiling of a room, which uses rotating paddles
mounted on the hub of a motor to circulate air.

The first ceiling fans appeared in the mid 1800s, in the United States. During this time,
ceiling fans were not powered by an electric motor. Instead, a stream of running water

5
was used, in conjunction with a turbine, to drive a system of belts which would turn the
blades of the fans which had two blades. This system of powering the fans could run
several units, and became popular in stores, restaurants, and offices.
Electric powered ceiling fans were first introduced by John Fany in 1882. Fany adapted
the motors he developed for Singer sewing machines for use with ceiling fans. Like
modern day ceiling fans, "The Fany Electric Fan' had its own motor unit, making costly
and bulky belt systems unnecessary.

Facing stiff competition because of the commercial success of his design, John Fany
continued to make improvements to his invention. The "Fany Electrolier" fan had a light
kit integrated into the ceiling fan to compensate for any light fixtures removed when
installing the fan or to add extra lighting to the room.

By the early 1900s, ceiling fans were manufactured using four blades instead of two.
This design enabled the fans to move more air while keeping noise to a minimum. This
also made full use of the motors of the ceiling fans.

By the 1920s, ceiling fans became commonplace in the United States, and had also
become popular internationally; but during the Great Depression, ceiling fans faded out
and by the end of the middle 1940s, ceiling fans had become almost non-existent, but
the ceiling fan was still very popular in other countries, notably those with tropical
climates which could not afford air-conditioning.
Ceiling Fans are for All Types of Weather

Ceiling fans and fans in general only move air and

they do not directly change its temperature. This is why ceiling fans have a way for them
to reverse the rotation of the blades which can help with heating and cooling. When

6
temperatures are warm, the fan's rotational direction should be set so air is blown
downward. The breeze this creates speeds the evaporation of sweat on the human skin
which makes the human body's natural cooling system more efficient.

During cooler seasons, the fan should turn the opposite direction which is normally
clockwise. The warmer air rises to the ceiling while cooler air sinks so with a fan running
this way, the colder air is pulled up instead which forces the warmer air above to
circulate downwards to take its place.
Parts of a Ceiling Fan

The following are the components of a ceiling fan:

An electric motor

One to six blades; usually made of wood, Medium Density Fiberboard, metal, or plastic;
which are mounted under, on top of, or on the side of the motor. Most residential ceiling
fans have four or five blades, while most industrial ceiling fans have three.

Blade irons, which connect the blades to the motor.

Rotor, an alternative to blade irons, was patented by industrial designer Ron Rezek in
1991, the one-piece rotor receives and holds the blades and bolts right to the motor,
eliminating balance problems and minimizing exposed fasteners.

A mechanism for mounting the fan to the ceiling

* "Ball-and-socket" system. In this system, there is a metal or plastic hemisphere

mounted on the end of the down rod; this hemisphere rests in a ceiling-mounted metal

7
bracket and allows the fan to move freely (which is very useful on vaulted ceilings).
* "J-hook" (also known as a "claw-hook") system. In this system, a metal hook secures
to a ceiling-mounted metal bolt. Usually, there is a rubber bushing inserted between the
hook and the bolt as a noise-reduction agent.
* Low-Ceiling Adapter, a special kit which must be purchased from the fan's
manufacturer. This eliminates the need for a down rod, and is therefore useful in rooms
with low ceiling clearance.
* Close to Ceiling Mount. It has become increasingly common for ball-and-socket fans
to be designed so that the canopy can optionally be mounted directly into the top of the
motor housing; then the whole fan can be secured directly onto the ceiling mounting
bracket.

Other components, which vary by model and style, can include:

* Motor Housing

* A switch housing (also known as a "switch cup"), a metal cylinder mounted below
and in the center of the fan's motor. The switch housing is used to conceal and protect
various components, which can include wires, capacitors, and switches; on fans that
require oiling, it often conceals the oil reservoir which lubricates the bearings. The switch
housing also makes for a convenient place to mount a light kit.

* Blade badges, decorative adornments attached to the visible underside of the blades
for the purpose of concealing the screws used to attach the blades to the blade irons.

* Assorted switches used for turning the fan on and off, adjusting the speed at which the
blades rotate, changing the direction in which the blades rotate, and operating any lamps
that may be present.

* Lamps
Uplights, which are installed on top of the fan's motor housing and project light up onto
the ceiling, for aesthetic reasons (to "create ambiance")
Downlights, often referred to as a "light kit", which add ambient light to a room and can
be used to replace any ceiling-mounted lamps that were displaced by the installation of a

8
ceiling fan

Decorative light bulbs mounted inside the motor housing - in this type of setup, the motor
housing often has glass panel sections which allow light to shine though.
Types of Ceiling Fans

Cast-iron ceiling fans. Cast-iron ceiling fans account for almost all ceiling fans made
from 1882 through the 1950s. A cast-iron housing covers a heavy-duty oil-bath motor.
These fans must be oiled once or twice a year, since they use an oil-bath system for
lubrication. Because these fans are so sturdily built, and due to the lack of electronic
components, it is not uncommon to see cast-iron fans aged eighty years or more still in
use today.

Stack-motor ceiling fans. In the late 1970s, Emerson invented a new style of electric
motor designed specifically for ceiling fans called the "stack" motor. This powerful yet
energy-efficient motor helped in the comeback of ceiling fans in America, since it was far
less expensive to operate than air conditioning. With this design, the fan's blades mount
to a central hub. Many manufacturers used or developed their own stack motors,
including Casablanca, Emerson, FASCO, Hunter, and NuTone. One of the earliest
stack-motor fans was the Emerson "Heat Fan", also known as the "Universal", a no-frills
fan with a dropped flywheel and blades made of fiberglass or plastic. This fan was
produced from 1976 through 1983 and, while targeted at commercial settings, also found
great success in residential settings. One disadvantage of this type of fan is that the
flywheel, if it is made from rubber, will dry out and crack over time and eventually break;
which makes the fan inoperable until the flywheel is replaced.

Direct-drive ceiling fans. This type of fans uses a motor with a stationary inner core
and a shell that revolves around it and the blades are attached to this shell. Being the
least expensive motors to produce, Direct-drive ceiling fans are the most prone to failure
and noise. Skeletal motors, which are a high-quality variation of direct-drive motors, can
be found on some nicer fans.

Friction-drive ceiling fans. This type of ceiling fan was attempted by companies in the
late 1970s with little success. Unreliable and very noisy, the main selling point of these

9
types of fans was their low power consumption. Friction-drive ceiling fans use a low-
torque motor that is mounted transversely to the flywheel. A rubber wheel mounted on
the end of the motor's shaft drove a hub which drove the flywheel.
Installing a Ceiling Fan: Tips

A ceiling can offer many practical benefits while

adding a decorative flair to a room. During the warm seasons it can help cool a room by
circulating air. In the winter it can be used circulate warmer air that has risen to ceiling
level. Ceiling fans come in different styles and can even include a light kit as an added
feature.

Installing a ceiling fan is a relatively easy project. Usually the light fixture in the middle of
the room has to be removed first which means all the wiring will already be in place.
Most probably, the biggest obstacle will be a new workbox that is approved for the
weight of an overhead fan or adding support to an existing workbox.

The following instructions from easy2diy.com cover general installations when replacing
an existing light. It will give you an idea of what is required for the project. Make sure you
review and follow instructions that are specific to the fan you purchase. Depending on
your installation requirements, you may need to purchase a longer "down rod" for
cathedral ceilings or purchase an optional lighting kit if it is not included.

1. Turn off the circuit by switching off the breaker or removing the fuse. Remove the
existing ceiling fixture.
2. You need to determine if your existing workbox will provide enough support. If you
have access to the workbox from your attic, check to see if the workbox has metal cross
braces that span between two joists. If not, you can cut a 2"x4" to fit in between the
joists. Install it so it touches the top of the workbox. Use screws and a screw gun to

10
anchor the wood in place. From the room, use 1" drywall screws to anchor the box to the
wood brace.
3. If you do not have access from the attic, you can install a metal cross brace through
the rough opening in your ceiling and then attach an approved workbox to the metal
brace.
4. Assemble the ceiling fan according to the manufacturer's provided instructions. When
you are ready to hang the fan, take the mounting bracket and install it to the ceiling
workbox. Some fans come with a hanging frame that allows you to hook the ball end of
the down rod in place. Others come with a bracket that provides a "J" hook that allows
you to hang the motor housing while hooking up the wiring.
5. If you removed a light fixture from the ceiling, most likely the existing wiring will
provide one switched circuit to your new ceiling fan. This means the wall switch will
function as the master switch to turn the unit off and on. The pull chain on the fan will
also control the fan (and its speed). If you install an optional light kit on the fan, both the
wall switch and a pull chain will also control it.
6. Following the wiring diagram provided with the fan, hook up the wires using wire nuts.
Most likely this is as simple as connecting the 2 black wires; connecting the 2 white
wires and connecting the 2 ground wires.
7. Once the fan is wired, finish its assembly according to the specific manufacturer's
instructions. You will need to install the canopy to the top of the rod.
8. You will also need to attach the fan blades. If you are installing a light kit, remove the
cover on the bottom of the fan where the light kit will be mounted. Following the
manufacturer's instructions, assemble and install the light kit.
9. You are now ready to turn the breaker back on and test your work. If the fan does not
work at all, most likely you have a loose wire connection. If the fan wobbles, check the
fan's instructions for balancing the fan blades.

11
12
History

13
The first ceiling fans appeared in the early 1860s and 1870s, in the United States. At that
time, they were not powered by any form of electric motor. Instead, a stream of running
water was used, in conjunction with a turbine, to drive a system of belts which would turn
the blades of two-blade fan units. These systems could accommodate several fan units,
and so became popular in stores, restaurants, and offices. Some of these systems still
survive today, and can be seen in parts of the southern United States where they
originally proved useful.

The electrically powered ceiling fan was invented in 1882 by Philip Diehl; he had
engineered the electric motor used in the first Singer sewing machines, and in 1882
adapted that motor for use in a ceiling-mounted fan. Each "Diehl Electric Fan" had its
own self-contained motor unit, with no need for belt drive.[1]

Diehl was almost immediately up against fierce competition due to the commercial
success of the ceiling fan. He continued to make improvements to his invention; the
"Diehl Electrolier", was a light kit fitted to the ceiling fan to combine both functions in
one unit. By World War I most ceiling fans were made with four blades instead of the
original two, which made fans quieter and allowed them to circulate more air.

By the 1920s ceiling fans had become commonplace in the United States, and had started
to take hold internationally. From the Great Depression of the 1930s until the 1950s
ceiling fans faded out of vogue in the U.S. [1], almost falling into total disuse in the U.S.;
those which remained were considered items of nostalgia.

Meanwhile, they had become very popular in other countries, particularly those with hot
climates but without the infrastructure or resources for high-energy-consuming and
complex air conditioning equipment. In the 1960s some East Asian manufacturers started
exporting ceiling fans to the United States. They caught on slowly at first, but found great
success during the energy crisis of the late 1970s, since ceiling fans consume far less
energy than air conditioning units.

Due to this renewed commercial success, many American manufacturers also started to
produce, or significantly increase production of, ceiling fans. The Casablanca Fan
Company was founded in 1974. Other American manufacturers of the time included the
Hunter Fan Co. (which was then a division of Robbins & Myers, Inc), FASCO (F. A.
Smith Co.), Emerson Electric, and Lasko; the latter two were often branded as Sears-
Roebuck.

During the rest of the 1970s, and through to the late 1980s, ceiling fans remained popular
in the United States. Many small American manufacturers, most of them rather short-
lived, started making ceiling fans. Throughout the 1980s the balance of sales between
American-made ceiling fans and those imported from Asian manufacturers changed
dramatically. Even the most basic U.S-made fans sold at $100 to $250, while the most
expensive imported fans rarely exceeded $85.

14
In the United States, due to the ever-reducing cost of air conditioning ceiling fan sales
once again started to decline from the early to mid 1990s. With the reduction in sales
came a reduction in research and development by U.S. manufacturers, and features were
dropped to reduce costs. Once-standard features, such as solid wood blades, built-in
variable-speed dials, high-quality stator/rotor ("stack") motors, and die-cast steel
construction, were largely replaced by cheap, standardized parts.

Since 2000 important inroads have been made by companies offering higher price ceiling
fans with more decorative value. In 2001, Washington Post writer Patricia Dane Rogers [2]
wrote, “Like so many other mundane household objects, these old standbys are going
high-style and high-tech.” Newer companies such as Minka, Fanimation, The Modern
Fan Co., The Period Arts Fan Co. and Monte Carlo brought well-built fans with
distinctive design to the market.

Uses

Unlike air conditioners, fans only move air—they do not directly change its temperature.
Therefore ceiling fans that have a mechanism for reversing the direction in which the
blades rotate (most commonly an electrical switch on the side of the unit) can help in
both heating and cooling.

In summer, the fan's direction of rotation should be set so that air is blown downward
(Usually counter-clockwise). The blades should lead with the up turned side as they
spin). The breeze created by a ceiling fan speeds the evaporation of perspiration on
human skin, which makes the body's natural cooling mechanism much more efficient.
Since the fan works directly on the body, rather than by changing the temperature of the
air, during the summer it is a waste of electricity to leave a ceiling fan on when no one is
in a room.

In winter, ceiling fans should be set to turn the opposite direction (usually clockwise; the
blades should spin with the downward turned side leading) and on a low speed. Air
naturally stratifies — that is, warmer air rises to the ceiling while cooler air sinks.
Unfortunately, this means it is colder on or near the floor where human beings spend
most of their time. A ceiling fan, with its direction of rotation set so that air is drawn
upward, pulls up the colder air below, forcing the warmer air nearer the ceiling to move
down to take its place, without blowing a stream of air directly at the occupants of the
room. This action works to even out the temperature in the room, making it cooler nearer
the ceiling, but warmer nearer the floor. Thus the thermostat in the area can be set a few
degrees lower to save energy, while maintaining the same level of comfort. It is important
to run the fan at a low speed to minimize the wind chill effect described above.

15
An additional use of ceiling fans is coupling them with an air conditioning units.
Through-the-wall/through-the-window air conditioning units typically found in rented
properties in North America usually have both the tasks of cooling the air inside the room
and circulating it. Provided the ceiling fan is properly sized for the room in which it is
operating, its efficiency of moving air far exceeds that of an air conditioning unit,
therefore, for peak efficiency, the air conditioner should be set to a low fan setting and
the ceiling fan should be used to circulate the air.

Exception

There is an exception to the standard rule of blowing air down in the summer and pulling
it up in the winter. When a ceiling fan is mounted in a room with very high ceilings (two
stories/levels high or higher),or at the head of a tall set of stairs, the mode of operation is
reversed. In this scenario the fan is mounted so high up that there is no significant "wind
chill effect". The purpose then becomes to move hot air down in the winter and pull cold
air up in the summer.[3]

Parts of a ceiling fan

The key components of a ceiling fan are the following:

 An electric motor (see Types of ceiling fans below for descriptions)

 One to six paddles (called "blades"); usually made of wood, MDF, metal, or
plastic; which mount under, on top of, or on the side of the motor. The majority of
residential ceiling fans have either four or five blades[citation needed], while most industrial
ceiling fans have three. However, a very few specialized art fans (fans made more for
artistic appearance than functionality) have other numbers of blades, such as one, or
eight or more.

 Metal arms, called blade irons (alternately blade brackets, blade arms, blade
holders, or flanges), which connect the blades to the motor.

 Flywheel, a metal or tough rubber double-torus which is attached to the motor

shaft, and to which the blade irons may be attached. The flywheel inner ring is locked
to the shaft by a lock-screw, and the blade irons to the outer ring by bolts that feed
into tapped metal inserts. Older flywheels may become brittle and break, a common
cause of fan failure. Replacing the flywheel requires disconnecting wiring and
removing the switch housing to gain access to the shaft lock-screw.

16
 Rotor, alternative to blade irons. First patented by industrial designer Ron Rezek
in 1991, the one-piece die cast rotor receives and secures the blades and bolts right to
the motor, eliminating most balance problems and minimizing exposed fasteners.

 A mechanism for mounting the fan to the ceiling

o Some fans mount using a "ball-and-socket" system. With this system,
there is a metal or plastic hemisphere mounted on the end of the downrod; this
hemisphere rests in a ceiling-mounted metal bracket and allows the fan to move
freely (which is very useful on vaulted ceilings). Some companies have come up
with slight modifications of this design.
o Some fans mount using a "J-hook" (also known as a "claw-hook") system.
In this system, a metal hook (which comes in a variety of configurations) secures
to a ceiling-mounted metal bolt (again, available in a variety of configurations).
Usually, there is a rubber bushing inserted between the hook and the bolt as a
noise-reduction agent.
o Some fans can be mounted using a low-ceiling adapter, a special kit which
must be purchased from the fan's manufacturer. This eliminates the need for a
downrod, and is therefore useful in rooms with low ceiling clearance.
o In recent years, it has become increasingly common for a ball-and-socket
fan to be designed such that the canopy (ceiling cover piece) can optionally be
screwed directly into the top of the motor housing; then the whole fan can be
secured directly onto the ceiling mounting bracket. This is known as a "close-to-
ceiling" mount.

Other components, which vary by model and style, can include:

 A downrod, a metal pipe used to suspend the fan from the ceiling. Downrods
come in many lengths.
 A decorative encasement for the motor (known as the "motor housing").
 A switch housing (also known as a "switch cup"), a metal cylinder mounted
below and in the center of the fan's motor. The switch housing is used to conceal and
protect various components, which can include wires, capacitors, and switches; on
fans that require oiling, it often conceals the oil reservoir which lubricates the
bearings. The switch housing also makes for a convenient place to mount a light kit.
 Blade badges, decorative adornments attached to the visible underside of the
blades for the purpose of concealing the screws used to attach the blades to the blade
irons.
 Assorted switches used for turning the fan on and off, adjusting the speed at
which the blades rotate, changing the direction in which the blades rotate, and
operating any lamps that may be present.
 Lamps
o Uplights, which are installed on top of the fan's motor housing and project
light up onto the ceiling, for aesthetic reasons (to "create ambiance")

17
 o Downlights, often referred to as a "light kit", which add ambient light to a
room and can be used to replace any ceiling-mounted lamps that were displaced
by the installation of a ceiling fan
o Decorative light bulbs mounted inside the motor housing - in this type of
setup, the motor housing often has glass panel sections which allow light to shine
though.

Configurations
 Commercial or industrial ceiling fans are usually used in offices, factories or
industries. Commercial ceiling fans are designed to be cost effective and can save
more than 75% on energy. The industrial or commercial ceiling fans only use three
blades plus a high-speed motor to function. To use more blades would strain the
motor and use up more electricity. It can be
purchased with an ultra quiet motor. These energy
efficient ceiling fans push massive amounts of air
compared traditional ceiling fan. If it’s summer
they keep the air circulating and in winter they push
warm air from the ceiling to the floor.

 A hugger or low profile ceiling fan has been

installed as close as possible to the surface of the
ceiling without the ceiling fan blades scraping it.
Hugger fans are usually installed in rooms which
have lower ceilings. Hugger ceiling fans can’t be
used in rooms with vaulted ceilings. In cold climates, a ceiling fan may disperse heat
to warm up the room as well by dispersing downwards the warm air that rises to the
ceiling surface. Though the ceiling fan cannot lower room temperatures, when used
in tandem with a room air-conditioner it may be able to disperse the cool air all
around the room.

 Outdoor ceiling fans may be used in covered locations but outside the house
proper, such as in a porch exposed to the garden. The outdoor ceiling fan should
never be placed where the elements (especially water) can reach it and its motor.
Outdoor ceiling fan should be covered with a rust-proof finish and non-warp blades.
Outdoor fans are made of materials which can withstand cold, heat and humidity.

 Energy Star ceiling fans are manufactured under the Energy Star label. Usually
energy star fans hold the distinction of being more energy efficient (50%), have lower
price tags, and save a lot of money on energy savings. There are also energy star
ceiling fans cooling other types of structures besides home such as warehouses,
offices, businesses, and schools. Energy star ceiling fans are available in home repair

18
 stores and furniture stores, or you may order the product online at a discount online
store.

Operating a ceiling fan

A Hunter-branded "Eclipse", which is a basic modern ceiling fan with standard pull-chain
controls for the fan motor and light kit.

The way in which a fan is operated depends on its manufacturer, style, and the era in
which it was made. Operating methods include:

 Pull-chain/pull-cord control. This is the most common method of operation for

household fans. This style of fan is equipped with a metal-bead chain or cloth cord
which, when pulled, cycles the fan through the operational speed(s) and then back to
off. These fans typically have three speeds (high, medium, and low); however, the
speed range can be anywhere from one through four.

 Variable-speed control. During the 1970s and 1980s, fans were often produced
with a variable-speed control. This was a dial mounted on the fan which, when turned
in either direction, continuously varied the speed at which the blades rotated—similar
to a dimmer switch for a light fixture. A few fans substituted a rotary click-type
switch for the infinite-speed dial, providing a set number of speeds (usually five).
o Different fan manufacturers used the variable-speed control in different
ways:
 The variable-speed dial controlling the fan entirely; to turn the fan
on, the user turns the knob until it clicks out of the "off" position, and can
then choose the fan's speed.
 A pull-chain present along with the variable-speed control; the dial
can be set in one place and left there, with the pull-chain serving only to turn
the fan on and off. Many of these fans have an option to wire the light kit to
this pull-chain in order to control both the fan and the light with one chain.
Using this method, the user can have either the fan or light on individually,
both on, or both off.
 "Vari-Low": A pull-chain and variable-speed control are present.
Such a fan has two speeds controlled by a pull-chain: high (full power,
independent of the position of the variable-speed control), and variable
(speed determined by the position of the variable-speed control).
 Wall-mounted control. Some fans have their control(s) mounted the wall instead
of on the fans themselves; such controls are usually proprietary and/or specialized
switches.
o Digital control. With this style of control, all of the fan's
functions—on/off status, speed, direction of rotation, and any attached light

19
 fixtures—are controlled by a computerized wall control, which typically does not
require any special wiring. Instead, it uses the normal house wiring to send coded
electrical pulses to the fan, which decodes and acts on them using a built-in set of
electronics. This style of control typically has anywhere from three to six speeds.

Old-style and new-style chokes.


o Choke. This style of switch takes varying physical forms. The wall
control, which contains a motor speed regulator of some sort, determines how
much power is delivered to the fan and therefore how fast it spins. Older such
controls employed a choke—a large iron-cored coil—as their regulator; these
controls were typically large, boxy, and surface-mounted on the wall. They had
anywhere from four to eight speeds, typically four or five. Newer versions of this
type of control do not use a choke as such, but much smaller electronic circuitry;
the switch is typically mounted in a standard in-wall gang box.
o Solid state variable speed control. These controls, commonly used on
industrial fans, can control more than one (up to 15) fans with one switch. 2.5 to
6 amp controls typically mount in place of a typical wall switch, while 8 to 15
amp controls are larger.

 Wireless remote control. In recent years, remote controls have dropped in price to
become cost-effective for controlling ceiling fans. They may be supplied with fans, or
fitted to an existing fan. The hand-held remote transmits radio frequency or infrared
control signals to a receiver unit installed in the fan.

20
 Types of ceiling fans

Many styles of ceiling fans have been developed over the years in response to several
different factors such as growing energy-consumption consciousness and changes in
decorating styles. The advent and evolution of electronic technology has also played a
major role in ceiling fan development. Following is a list of major ceiling fan styles and
their defining characteristics:

A cast-iron ceiling fan made by Hunter, dating from the early 1980s. This model is called
the "Original".
 Cast-iron ceiling fans. Cast-iron ceiling fans account for almost all ceiling fans
made from their invention in 1882 through the 1950s. A cast-iron housing encases a
very heavy-duty oil-bath motor, usually of the shaded-pole variety. These fans must
be oiled periodically, usually once or twice per year, since they use an oil-bath
system for lubrication. Because these fans are so sturdily built, and due to their utter
lack of electronic components, it is not uncommon to see cast-iron fans aged eighty
years or more running strong and still in use today.
o The Hunter 'Original' (manufactured by the Hunter Fan Co., formerly a
division of Robbins & Myers, Inc.) is an example of a cast-iron ceiling fan. It has
enjoyed the longest production run of any fan in history, dating from 1906 to the
present (it is still being manufactured as the "Classic Original", with several spin-
off models). The Original employed a shaded-pole motor from its inception until
the late 1980s, at which point it was changed to a permanent split-capacitor
motor. Though the fan's physical appearance remained unchanged, the motor was
further downgraded in 2002 when production was shipped overseas; the motor,
though still oil-lubricated, was switched to a "skeletal" design, as discussed
below.

21
A close-up of the dropped flywheel on a FASCO ceiling fan.

The Emerson "Heat Fan", one of the first fans to use a stack motor.
 Stack-motor ceiling fans. In the late 1970s, due to rising energy costs prompted
by the energy crisis, Emerson invented a new style of electric motor designed
specifically for ceiling fans, the "stack" motor. This powerful, energy-efficient motor
aided in the comeback of ceiling fans in America, since it was far less expensive to
operate than air conditioning. With this design (which consists of a basic stator and
squirrel-cage rotor), the fan's blades mount to a central hub, known as a flywheel.
The flywheel can be made of either metal or reinforced rubber, and can be mounted
either flush with the fan's motor housing (concealed) or prominently below the fan's
motor housing (known as a "dropped flywheel"). Many manufacturers used and/or
developed their own stack motors, including (but not limited to) Casablanca,
Emerson, FASCO, Hunter, and NuTone. Some manufacturers trademarked their
personal incarnation of this motor: for example, Emerson came out with the "K-55"
and "K-63" motors, and Casablanca with the "XLP-2000". One of the earliest stack-
motor fans was the Emerson "Heat Fan", aka the "Universal" or "Blender Fan", a
utilitarian fan with a dropped flywheel and blades made of fiberglass or plastic. This
fan was produced from 1976 through 1983 and, while targeted at commercial
settings, also found great success in residential settings. Another stack-motor fan; one
without the dropped flywheel; is the Casablanca "Delta" (3-speed model as compared
to the "Zephyr" which is a variable-speed model) pictured at the beginning of this
article. While this motor is not nearly as widely used as in the 1970s and 1980s, it can
still be found in certain high-end Casablanca and Emerson fans.

One disadvantage of this type of fan is that the flywheel, if it is made from rubber, will
dry out and crack over time and eventually break; this is usually not dangerous, but it
renders the fan inoperable until the flywheel is replaced.

22
 Direct-drive ceiling fans employ a motor with a stationary inner core with a shell
that revolves around it (commonly called a "spinner" or "pancake" motor); the blades
attach to this shell. Direct-drive motors are the least expensive motors to produce,
and on the whole are the most prone to failure and noise generation.[1] While the very
first motors of this type (first used in the 1960s) were relatively heavy-duty, the
quality of these motors has dropped significantly in recent years. This type of motor
has become the standard for today's fans; it has been (and is) used in all Hampton
Bay and Harbor Breeze ceiling fans, and has become commonly used by all other
brands.
o Spinner fans employ a direct-drive motor and do not have a stationary
decorative cover (motor housing). This accounts for most industrial-style fans
(though such fans sometimes have more moderate-quality motors), and some
inexpensive residential-style fans (particularly those made overseas).
o Spinner-motor fans, sometimes incorrectly referred to as "spinners",
employ a direct-drive (spinner) motor and do have a stationary decorative cover
(motor housing). "Spinner-motor" fans account for nearly all fans manufactured
from the late 1980s to the present, including nearly all fans made overseas.

A spinner fan.
 Skeletal motors, which are a high-quality subset of direct-drive motors, can be
found on some nicer fans. Examples of skeletal motors include Hunter's "AirMax"
motor, Casablanca's "XTR200" motor, and the motors made by Lasko for use in their
ceiling fans. Skeletal motors differ from regular direct-drive motors in that:
o They have an open ("skeletal") design, which allows for far better
ventilation and therefore a longer lifespan. This is in comparison to a regular
direct-drive motor's design, in which the motor's inner workings are completely
enclosed within a tight metal shell which may or may not have openings for
ventilation; when openings are present, they are almost always small to the point
of being inadequate.
o They are larger than regular direct-drive motors and, as a result, are more
powerful and less prone to burning out.

 Friction-drive ceiling fans. This short-lived type of ceiling fan was attempted by
companies such as Emerson and NuTone in the late 1970s with little success. Its

23
 advantage was its tremendously low power consumption, but the fans were unreliable
and very noisy, in addition to being grievously underpowered. Friction-drive ceiling
fans employ a low-torque motor that is mounted transversely in relation to the
flywheel. A rubber wheel mounted on the end of the motor's shaft drove a hub (via
contact friction, hence the name) which, in turn, drove the flywheel. It was a system
based on the fact that a low-torque motor spinning quickly can drive a large, heavy
device at a slow speed without great energy consumption (see Gear ratio).

 Gear-drive ceiling fans. These were similar to (and even less common than) the
friction drive models; however, instead of a rubber wheel on the motor shaft using
friction to turn the flywheel, a gear on the end of the motor shaft meshed with gear
teeth formed into the flywheel, thus rotating it.

Three fans driven by a single motor and belts.

 Belt-driven ceiling fans. As stated earlier in this article, the first ceiling fans used
a water-powered system of belts to turn the blades of fan units (which consisted of
nothing more than blades mounted on a flywheel). For period-themed decor, a few
companies (notably Fanimation) have created reproduction belt-drive fan systems.
The reproduction systems feature an electric motor as the driving force, in place of
the water-powered motor.
 Punkah style ceiling fans. These fans are based on the earliest form of a fan,
which was originally cut from a palmyra leaf. A punkah fan moves slowly in a
pendular manner with a rather large blade and is nowadays electrically powered. In
comparison to a rotating fan it creates a gentle breeze rather than an airflow.

Innovations

In 1954, Hunter Fan Company came out with an auto-balancing ceiling fan. The
technology uses a flexible disc that ensures fan blades operate smoothly and evenly with
each rotation - even when weighted, tweaked or otherwise warped. The technology is
beneficial to builders that have to deal with call-backs when ceiling fans are not properly
installed.

In 2008, Germany-based company Oliver Kessler Design released their THE

SOLITAIRE punkah fan which uses a computer controlled brushless motor to mimic the
slow pendular movement of a manually operated punkah fan. It features counterweights
to balance the blade which can be as large as 1,5 m2 and runs efficiently, with as little as
10 W power consumption. THE SOLITAIRE punkah also features a safety stop that cuts
off the motor if anything blocks the blade. In 2009 they released the SynchTool; it can
wirelessly synchronize the movements of up to 999 of their punkah fans.

24
Computer controlled THE SOLITAIRE punkah fans with peacock feather blades
(Jumeirah Beach Residence, UAE).

In 2009, Hunter Fan Company released the first-ever ceiling fan and wireless speaker
combo. The product received a lot of attention including positive review from Gizmodo
and a feature on Today Show.[citation needed] The fan uses a small transmitter to send a signal
from a sound source (an MP3, receiver, etc.) to the fan, which then "showers" down
sound over the room. The product is called Concert Breeze.

Safety concerns with installation

A typical ceiling fan weighs between 15 and 50 pounds when fully assembled. While
many junction boxes can support that weight while the fan is hanging still, a fan in
operation exerts many additional stresses — notably torsion — on the object from which
it is hung; this can cause an improper junction box to fail. For this reason, in the United
States the National Electric Code (document NFPA 70, Article 314) states that ceiling
fans must be supported by an electrical junction box listed for that use. It is a common
mistake for homeowners to replace a light fixture with a ceiling fan without upgrading to
a proper junction box.

Another concern with installing a ceiling fan relates to the height of the blades relative to
the floor. American law states that no fan can be mounted with its blades closer than
seven feet from the floor; this often proves, however, to not be high enough. If a person
fully extends his or her arms into the air — as sometimes happens during normal tasks
such as stretching, changing bedsheets, or recreation — they may become seriously
injured if there is an operating ceiling fan mounted too close. Also, if one is wearing a tall
hat, carrying a ladder, long wooden board, pipe, or some other long and awkward object,
one end may inadvertently enter the path of rotation of a ceiling fan's blades; this can be
very dangerous if the fan is operating at the time, and can cause damage to the fan
regardless.

25
The risk of damage/injury is lower when the fan is pushing air downward, because in that
case any object that hits the blades will be deflected downwards by the face of the blade
(just like the air).

Wobbling

Wobbling is not at all created or influenced by the ceiling

on which the fan is mounted, or the way in which the fan
is mounted, or an ything else along those lines. Rather,
the one and only cause of wobbling is fan blades being
out of weight-alignment with each other. This can
happen due to a variety of factors, including: blades
being warped, blade irons being bent, blades or blade
irons not being screwed on straight, blades being
different weights or shapes or sizes (minute differences
matter), etc.

Contrary to popular misconception, wobbling will not cause a ceiling fan to fall.[citation
needed]
Ceiling fans are secured by clevis pins locked with either split pins or R-clips, so
wobbling won't have an effect on the fan's security. To date, there are no reports of a fan
wobbling itself off the ceiling and falling. However, a severe wobble can cause light
fixture shades or covers to gradually loosen over time and potentially fall, posing a risk of
injury to anyone under the fan, and also from any resulting broken glass. It is important
that, when installing the fan, the installer closely follows the manufacturer's instructions
with regard to using proper mounting screws. It is also important that all screws
(especially the set screws which hold twist-on downrods in place) be tight, and any
ceiling fan light fixtures are properly assembled with their shades and covers securely
attached.

MARKET SEGMENTATION
Electric Fans is a high market penetration product category and is very high in terms of
purchase priority amongst durables. It is a matured product category with a stagnant
growth rate during the period 1990-2002. The domestic market size of fans in India is
around 20 Million units. The share of the organised sector stands at 45 per cent and of the
unorganised sector at 55 per cent. The figures were exactly the opposite in the early
Nineties. Low technology manufacturing process, quality norms, lower overheads and tax
evasion methods have enabled the un-organised sector to gain larger share of the market
by ensuring a significant price difference. The local/unorganised brands are quite
appealing to a large section of the price-conscious Indian consumers, for their lower price
points.

26
The organised sector is dominated by national brands that have built their brand image
over a period of time, through sustained advertising and a good dealer network. The
market size in value terms of the fans category is quite large at around Rs.1500 Crores
and it is the largest selling item in the brown goods category. Bajaj had a basic presence
in the Fans Business since the Fifties and was a respected household name in the country.
It had the potential to achieve a stronger presence in the Fans market and become a
leading player in the category. What was required was to get the marketing, sales and the
organisation act right.
There are 6 major brands in the organised sector namely: Crompton, Orient, Polar,
Khaitan, Usha and Bajaj. All large players in the industry have their own manufacturing
facilities, which is helping them in reaping the benefits of economies of scale. Intense
competition in the market has transformed the fan industry into a high-volume, low-
margin business. To remain profitable and competitive, it becomes imperative to have
high-volumes and a reasonable market-share, to enjoy the related economies of scale.
With liberalisation of imports, low cost world-class manufacturers of Table, Pedestal and
Wall fans from China offer an active threat to Indian manufacturers.

SWOT PROFILE OF CELLING FENS

STRENGTHS
 Business description – A detailed description of the company’s operations and
business divisions.
 Corporate strategy – GlobalData’s summarization of the company’s business strategy.
 SWOT analysis – A detailed analysis of the company’s strengths, weakness,
opportunities and threats.
 Company history – Progression of key events associated with the company.
 Major products and services – A list of major products, services and brands of the
company.
 Key competitors – A list of key competitors to the company.
 Key employees – A list of the key executives of the company.
 Executive biographies – A brief summary of the executives’ employment history.
 Key operational heads – A list of personnel heading key departments/functions.
 Important locations and subsidiaries – A list of key locations and subsidiaries of the
company, including contact details.
 Note: Some sections may be missing if data is unavailable for the company.

Scope of the Study

Major Brands

Casablanca – The Casablanca Fan Company is a well-known manufacturer of ceiling-type

fans and portable fans. When it comes to ceiling-type fans, they offer high-performance, high-
quality fans but specialize in more traditional styles. Some of their famous features are the

27
Perma-Lock downrod installation system that ensures stable connection to prevent the
wobbling that’s so common among ceiling-type fans.

The especially designed downrod is almost always included in every Casablanca fan package,
except the ceiling hugger fans. Casablanca, unlike other ceiling fan manufacturers, also uses a
unique UL Class A XLP series of motors in their fans to ensure efficiency, quiet operation,
optimum power in moving air, and ease of maintenance. Their most popular traditional style
fans are the Four Seasons III and the Wailea, and their most popular contemporary fans are
the Isotope and the unique-looking TRIH-45.

Emerson Fans – Emerson Fans pride themselves on their highly efficient ceiling fans. This
year alone saw some major breakthroughs in efficiency thanks to Emerson Fans’ effort. The
brand recently introduced its ECO fan series, which are powered by their special EcoMotor
motor. The ECO fans include the Carrera Grande ECO, Avant ECO, and the Midway ECO,
among others.

These fans are almost 400% more efficient than other products, offering efficiency ratings of
359, 345, and 355 CFM/watt respectively, while all other Energy Star fans average at 75 to 80
CFM/watt. Another notable thing about Emerson Fans is that majority of the products they are
currently pushing are contemporary style fans.

Hampton Bay – Unlike most independent ceiling fan manufacturers, Hampton Bay is the
home brand of the Home Depot chain of stores. Hampton Bay fans are known for excellent
airflow thanks to powerful motors, durability thanks to high-grade construction, and easy to
use thanks to the brand’s Accu-arm and Quick Connect installation systems.

They also have some innovative features such as remote controls, thermostats, and timers,
which are rarely offered by other brands. But the most striking features of Hampton Bay fans
are their outstanding designs. As a bonus, Hampton Bay fans are an excellent choice for those
looking for budget-friendly ceiling fans. For as low as $60 to $70, you can enjoy large
decorative fans complete with unique light fixtures.

Harbor Breeze – Harbor Breeze is the brand that represents Lowes Home Center in the fan
industry. This is why you won’t easily find Harbor Breeze fans in stores other than Lowes.
Hampton Bay is one of the ceiling fan manufacturers that offer a wide range of classic and
contemporary style fans.

Though Harbor Breeze does not provide any standout features, their products are consistent in
style, efficiency, and ease of use. Harbor Breeze is also not afraid to go beyond the standard
when it comes to style. One example is the Ellison fan, which features a beautiful Tiffany glass
light kit. Aside from that, the brand has several products under $100, which makes it a
popular go-to brand for budget-conscious consumers.

Hunter – Hunter is the market leader when it comes to ceiling fans. They also offer majority
of the top-selling fans on the market. Their most popular fan features are the WhisperWind
motor, the AVT Hanging System, and the Installer’s Choice 3-position mounting system, which
allows you to install the fan in three different ways: standard flat ceiling installation, angled
ceiling installation, and low ceiling or flush mount installation.

Hunter also came up with the WobbleFree technology, which keeps the fans from wobbling.
The Hunter company also manufactures bathroom fans, portable fans, humidifiers, air
purifiers, and thermostats, among others. When it comes to ceiling fan manufacturers, Hunter
is the safest choice, but most of their products range between $150 and $300.

28
Monte Carlo – Monte Carlo Fan Company produces high quality, efficient, and durable ceiling
fans, but they pride themselves most on their dedication of style and details. The Monte Carlo
selection includes indoor, outdoor, energy saving fans, mini fans, and low profile fans.

Their collection also features some beautifully designed fans, although they specialize more on
contemporary style products. This is the ideal brand if you want a contemporary fan with
beautiful designer finishes. Their most popular model as of the moment is the Discus, a ceiling
fan with a modern minimalist look. The fan, along with several other Monte Carlo offers, meets
the standards of the Energy Policy Act or EPACT.

Minka Aire – Minka Aire is the brand of the Minka Group Company. It is one of the premiere
ceiling fan manufacturers known for producing designer fans in the high-end class of the
market. They specialize in decorative and highly stylish fans. Their most valuable contribution
to the market is the Concept series, especially Concept II, a leading flush mount ceiling fan in
modern minimalist. The ceiling-type fan is popular because it requires around 75% less time
and effort to assemble.

This brand, however, is not for the budget hunter. Most Minka Aire fans are priced around
$350 to $450. Other two popular ceiling fans from Minka Aire are the Artemis and the Delano
II. The Artemis also happens to be one of the most uniquely styled fans on the market, while
the Delano II is the brand’s venture into the traditional look.

Limitations of the Study

 Response biasness could be one of the limitations.

 The sample chosen may not be the true representative of the whole

population.

29
 As the research was exploratory in nature, it was not possible to study the

accurate phenomenon of the fact.

30
 DATA ANALYSIS & INTERPRETATION
(1)Sales Promotion Schemes Offered On Celling fan

S a le s P r o m o t io n s c h e m e s

40
35
30
25
PERC EN TA GE 20
15
10
5
0
P r ic e o f f P rod u ct C a sh C ro ss P r iz e s
B u n d lin g R e fu n d P r o m o t io n
SC H EM ES

The primary analysis found that “Price off” is the best sales promotion schemes offered
on Celling fan (40% of the retailers agreed on this). “Product Bundling” was the next best
with 30% of the retailers in favour of the same.

31
(2)NORMAL DURATION OF SALES PROMOTION SCHEMES

60
60%
50 Duration

40

30 25%
15%
20

10

0
15 Days – 1 Month – More than
1 Month 3 Month - 3 months

Theprimary analysis found that “1 month – 3 month” is the normal accepted

duration of sales promotion schemes (60% of the retailers agreed on this).
“More than 3 months” was the next best with 25% of the retailers in favour
of the same
(3)HOW OFTEN SALES PROMOTION SCHEMES ARE OFFERED ON
CELLING FAN

F req u en cy o f S ch em es O f f ered

6 m o n t h s- 1 y ea r 5%

3 -6 M o n th s 20 %

L ess t h a n 3 m o n t h s 75%

32
The primary analysis found that “Less than 3 months” is the general
perceived frequency for sales promotion schemes offered on FAN (75% of
the retailers agreed on this). “3 months – 6 months” was the next best with
20% of the retailers in favour of the same.

(4)AFFECT ON SALES OF CELLING FAN DUE TO SALES

PROMOTION SCHEMES

A ffe c t o n S a le s
100

80 75 %
S a le s
60

40
15 %
20 10 %
0
In c re a s e C ant say N o E ffe ct
in S a le s

The primary analysis found that sales promotion schemes offered on

CELLING FAN caused an “Increase in sales” (75% of the retailers agreed
on that). “Can’t say” was the next best opinion with 15% of the retailers in
favour of the same.

33
(5)COMMUNICATION OF SALES PROMOTION SCHEMES
M o d e o f c o m m u n ic a tio n
fo r p ro m o tio n s c h e m e s
80
70
60
45 %
50
40 25 %
30 20 %
20 10 %
10
0
T h ro u g h S a le s T h ro u g h T h ro u g h T h ro u g h
R e p re s e n t a t iv e w h o le s a le rs P rin t E le c t ro n ic
M e d ia M e d ia

The primary analysis found that “Wholesalers” were the best medium of
communication of sales promotion schemes (45% of the retailers agreed on
that). “Sales representatives” was the next best with 25% of the retailers in
favour of the same

(6) LEVEL OF SERVICING DURING SALES PROMOTION - COMPARISION

WITH COMPETITOR
O n e - s to p s h o p ?

60 45%

40 35%

20 10% 10%

0
S u p e rio r S i m il a r & S u p e rio r
In fe rio r &
& m o re m o re & le s s
m o re
F re q u e n t F re q u e n t F re q u e n t
F re q u e n t

34
The primary analysis found that the level of servicing during sales
promotion vis-à-vis competitors was “Superior and more frequent (45% of
the retailers agreed on that). “Similar and more frequent” was the next best
with 35% of the retailers in favour of the same.

(8)AFFECT OF SALES PROMOTION SCHEMES ON

DIFFERENT AGE GROUP
A f fe c t o f S a le s P r o m o t io n
The primary analysis
90
80 found that “26-45 age
70
60 55% group” were the most
50 affected by sales
40 30%
30 promotion (55% of the
20 15 %
10
retailers agreed on that).
0
16 - 2 5 26-45 46-60 “16-25 age group” was the
A g e g ro u p
next best with 30% of the
retailers in favour of the same
(9)PROBLEMS FACED DURING & AFTER SALES
PROMOTION SCHEMES P ro b le m s F a c e d
70
The primary analysis found that
60

“Stock out” and “Handling 50

45% 45%

problem” were major problems 40

30
faced during and after sales 10%
20
promotion schemes (with 45% 10
0
of the retailers in favour of the H a n d li n g
P r o b le m S to c k o u t Im p r o p e r
same) in f o r m a t i o n

35
(10)INCENTIVES PROVIDED DURING SALES PROMOTION
55 55%
SCHEME
50
The primary analysis found that 45
40
“Cash discount” is the best 35
incentive provided during sales 30 25%
25
promotion scheme offered on 20
15
Celling Fan (55% of the retailers 10% 10%
10
agreed on that). “Prizes” was the 5
0
next best with 25% of the C a sh G if t s P r iz e s O th e r s
D is c o u n t
retailers in favour of the same.

(10)BEST SALES PROMOTION SCHEME

The primary analysis found that “Price off” is the best sales promotion
schemes offered on Celling Fan (55% of the retailers agreed on that).
“Product Bundling” was the next best with 20% of the retailers in favor of
the same
CONSUMER’S ANALYSIS
How would you rank following criterion for selecting a Celling Fan ?
T im in g C o n v e n i e n c e

90
80
70
60
50
40 25%
20% 20%
30 15%
20 5% 5% 3% 5% 2%
10
0
B r a n d P r ic e B e n e f its P r o m o t io n a l F r a g r a n c e C o lo u r P a c k a g in g W o r d o f A d v e r tis
v a lu e S chem es of S oa p of S oa p M outh e m e n t 36
RECOLLECTION OF ANY ADVERTISEMENT OF FANS

R e c o m m e n d a tio n

95%

10%

Yes No

MOST EFFECTIVE MEDIUM OF SALES PROMOTION

M e d iu m F o r P r o m o t i o n
90
80
70
60
50
40 30% 30%
20%
30
20 15%
5%
10
0
A d v e r t is in g S a le s P u b lic R e l a t io n P erso n al In t e r n e t
P r o m o t io n & P u b lic it y S e llin g

The primary analysis found that “Advertising” is the most effective medium
for sales promotion 30% of the consumers agreed on that). “Sales

37
Promotion” was the next best with 30%(approx) of the consumers in favour
of the same.

PREFERENCE OF PROMTIONAL SCHEME

30
25
20
15
10
5
0
F re e T ria l P r i c e o ff C r o s s P r o m o ti o n D is c o u n t
C oupons

The primary analysis found that “Free Trial” is the most preferred
promotional scheme (30% of the consumers agreed on that). “Price Off ”,
“Discount Coupons”, “Cross Promotion” was the next best with 20%, 15%,
10% of the consumers in favour.

PERCEPTION ABOUT CHANGE IN QUALITY DURING

SALES PROMOTION SCHEME
P a y m e n t P re fe re n c e
The primary analysis found that the 70

60
perception about change in quality
50
during sales promotion scheme was
40
“Superior” (70% of the consumers 30

20

10

0
S u p e rio r
N o chang e

38
agreed on that). “No change” was the next best with 20% of the consumers
in favour of the same

TYPE OF IMPACT

60 The primary analysis

50%
50 found that the type of
40 impact of sales
30 promotion was No
20% 20%
20
10%
change in buying
10
behaviour” with 50%
0
M akes yo u B u y it d u r in g C o n t in u e B u y in g
S a le s P r o m o t io n e v e n a f t e r s a le s
No of the consumers in
s w it c h t o L u x C hange
o ffe r P r o m o t io n o f f e r is
scra p e d favour of the same.

PROBLEMS FACED DURING SALES PROMOTION

SCHEMES
The primary analysis 55%
60
found that “Stock 20% 5%
50
Out” is the biggest 40
problems faced during 30
sales promotion 20 15%

schemes (55% of the 10 5%

0
S to c k O u t I m p r o p e r G if t s N o t C o u p o n s N o t Any
I n f o r m a t io n R e c e iv e d E n c a s h e d O th e r
39
consumers agreed on that). “Coupons Not Encashed” was the next best with
20% of the consumers in favour of the same.

CONCLUSION

The findings of the empirical study indicate that unless the brand
to be promoted is in the consideration set of the consumer, sales
promotion by itself is unlikely to have any major impact. Clearly this
shows that managers need to invest into brand building exercise so that
his/her brand appears in the consideration set of the target consumers.
Only after this should he spend time, money and energy on sales
promotion activities. Sales promotion should not be used in isolation
but need to be integrated with other tools and in line with the overall
positioning of the brand. Also the importance of the role of mass media
came out clearly in both the studies. Companies need to create
sufficient awareness about sales promotion schemes through mass
media in order to create awareness The role of retailer in influencing
consumer in brand choice decision in a celling fans category was found
to be insignificant which also supports the above observations. Celling
fens are low involvement products characterized by switching
behaviors. Also the person going to the shop for the purchase of soap is
the final decision maker of the brand. Hence it is essential that
companies need to design attractive, striking, visible POPs for scheme
announcements.

40
 BIBLIOGRAPHY
The information included in this project is taken from the reference:

BOOKS:
Marketing Research :
By Varma M. ,Agarwal R.
By Majumdar

WEBSITES:
www.indiainfoline.com
www.hul.com

41
 SVN INSTITUTE TECHNOLOGY OF SAGAR
CUSTOMER'S QUESTIONNAIRE
Researcher's Name : Mr. Shailendra PandeyName of Person : :___________
Class : B.B.A. IIIRD Sem Age : __________________
Occupation ______________

(1)Which brand of Fan do you use ?

............................................................................................

(2) Is the same brand of Fan used by your other family members?
If not , which brand of Celling Fan do they
use? ......................................................................................

(3) How would you rank following criterion for selecting a Ceiling fan ?

o Color of Fan
o Brand value
o Price
o Advertisement
(4) What comes in to your mind when you think about Fans ?

o Fans of film stars

42
 o Advertising
o Nothing specific
(5) Can you recall any current advertisement of Ceiling Fan ?

o Yes.
o No.
(6) Which is the most effective medium for promoting the product?

o Advertising
o Sales promotion
o Public relation & Publicity
o Personal selling
(7) Out of Total 100 points, allot the points according to your preference on the following
promotional schemes?

o Discount coupons
o Scratch card
o Cash refund
o Prizes
(8) Do you perceive any change in quality of Fans during the sales promotion scheme?

o Superior
o Un Superir
o Inferior
o No change
(9) What type of impact does the sales promotion scheme on Fans creates on you?

o Makes you switch to Fan

43
 o Buy it during sales promotion offer
o Continue buying even after sales promotion offer is scrapped
o No change in buying behavior
(10) How is the sales promotion scheme communicated to you?

o Through sales representatives

o Through print media
o Through electronic media

44