Project Report on Havells--By Abhishek Mittal

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Transcript of Project Report on Havells--By Abhishek Mittal

SUMMER TRAINING REPORT ON

BRAND AWARENESS & PREFERENCE REGARDING HAVELLS GREEN CFLIN HAVELLS INDIA Ltd. (CHANDIGARH)

SUBMITTED TO PUNJAB TECHNICAL UNIVERSITY JALANDHAR IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF DEGREE OF BACHELOR IN BUSINESS ADMINISTRATION

SUBMITTED BY: ABHISHEK MITTAL

SUPERVISED BY: Mr. VARUNJIT KHURANA Assistant General Manager, Chandigarh. Session (2007-2010)

CHITKARA SCHOOL OF HOSPITALITY AND MANAGEMENT RAJPURA, DISTT. PATIALA

I

PREFACESomeone 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 Brand Awareness And Preference Regarding Havells GREEN CFLs aims to know customer awareness regarding Havells and the products 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. Chandigarh. True to the core, a properly and executed industrial training helps a lot in providing linkage between the student and the industry. It develops the awareness of industrial approach to problem solving based on a board understanding of the mode of operation of industrial organization. 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.

II

ACKNOWLEDGEMENT

Such Thanks I give As near death to those that whish him Live - Shakespeare

A formal statement of acknowledgement will hardly meet the ends of justice in the matter of expressing my deep sense of gratitude and obligation to all those who helped me in the completion of this project report. The past six weeks working on this project under the guidance of my Project Leader and Guide has greatly influenced my way of thinking towards facing the challenges during day-to-day development of this project. This will help me a lot in future as I move further ahead in my professional life in the days to come. I am especially indebted to my Project Manager, Mr. Varunjit Khurana ,without whose precious time & expert guidance, the project would not have taken the current shape. His guidance and in depth knowledge of Marketing concepts have boosted my confidence to complete this project successfully. He made the intricacies of the existing project clear to me. He deserves special thanks for his technical guidance throughout the project.He was highly supportive to develop this project. Last but not the least I would also like to express my gratitude to Havells employees and all my friends who helped me a lot throughout this project.

Abhishek Mittal

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TABLE OF CONTENTSPREFACE I

ACKNOWLEDGEMENT

II

Chapter No.

Contents

Page No.

1 2 3

INTRODUCTION TO COMPANY REVIEW OF LITERATURE PRODUCT PROFILE

1 18 24

4 5

OBJECTIVES OF RESEARCH RESEARCH METHODOLOGY LIMITATIONS OF THE STUDY

35 36 41 42

6

DATA ANALYSIS & INTERPRETATION

7

RECOMMENDATIONS & SUGGESTIONS

64

BIBLIOGRAPHY

ANNEXURE

IV

INTRODUCTION TO COMPANY Chapter -1 Introduction to company

V

Company Profile (Havells India)

Figure # 1.1 Havells starting as a trading company 1958 1.1) 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. VI

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..

Figure# 1.2 Havells Today POWERING LIVES

VII

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

4981 4603 4741

3909 3742 3418 2996 2453 2100 1738 1382 961 1001 1160 1563 2487

715

863

Q1 Q2 Q3

Q4 Q1 Q2

Q3 Q4 Q1 Q2 Q3 Q4

Q1 Q2 Q3

Q4 Q1 Q2

[---FY 05-----] [------FY 06-----] [---FY 07----] [-----FY 08-----][ FY09] 18 consecutive quarters of growth

VIII

Figure # 1 .3 Showing growth of Havells from 1997-2009

(Figs in USD mn.)

USD 500mn.

USD 10mn.1997 2009

1.2) PromotersQRG 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 Electricals

IX

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.

1.3) Board of Directors1. 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)

X

Milestones

Years

Achievements

1958: 1976:

Commenced trading operations in Delhi Set up the first manufacturing plant for Rewire able Switches and

XI

Changeover Switches at Kirti Nagar, Delhi.

1979 : 1980:

Set up a manufacturing plant for HBC Fuses at Badli, Delhi Started manufacturing high quality Energy Meters at Tilak Nagar, Delhi 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

1983:

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 inhouse Set up a manufacturing pla