JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL

MENTORSHIP PROJECT
ON

HAVELLS INDIA PRIVATE LIMITED

MARKET STUDY OF HPL WITH ITS COMPETITOR IN SOUTH DElhI

SUBMITTED TO:SUBMITTED BY:MADHUR JAIN BAHADUR (COORDINATOR OF KUMAR VERMA PGDM-IB)

JEET

SESSION (2011-2013)

JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL KALKA JI, NEW DELHI

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 p r o g r a m . 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 i n p r o v i d i n g 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 t h e t h e o r e t i c a l k n o w l e d g e t o p r a c t i c e a n d e n h a n ce m y k n o w l e d g e , a n d a t t h e s a m e t i m e , g i v e n m e 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

Such Thanks I give As near death to those that which 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 tome. 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.

- Jeet Verma

CONTENT

INTRODUCTION COMPANY PROFILE COMPANY OVERVIEW INDUSTRY OVERVIEW MANUFACTURING PLANT ORGANISATIONAL STRUCTURE RESEARCH & DEVELOPMENT AT HAVELLS PRODUCT PROFILE RESEARCH METHODOLOGY RESAERCH DESIGN LIMITATION OF RESEARCH QUESTIONNAIRE RECOMMANDATION & SUGGESTION BIBLIOGRAPHY ANNEXURE

COMPANY PROFILE
Starting off as an electrical trading company in 1958, Havells India L t d. t o da y i s a n e m e r g i n g l e a d e r a n d a n e n d - t o e n d s o l u t i o n p r o v i d e r i n t h e P o w e r D i s t r i b u t i o n E q u i p m e n t i n du s t r y . T h e c o m p a n y c a t e r i n g t o t h e n e e d s o f d o m e s t i c a n d i n d u s t r i a l 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 Switch gear, C a b l e s & Wires,Energy Meters, Fans,CFL Lamps, Luminaries for Domesti c , Commercial & Industrial application and Modular Switches. Havells owns some of the prestigious global brands like Crabtree*, Sylvania, Concord, Luminance, Claude, Sylvania: Linotile, SLI Lighting & Zenith.

H a v e l l s r e a c h s t r e t c h e s a c r o s s 9 1 b r a n ch o f f i c e s , o v e r 2 0 0 0 a u t h o r i z dd e a l e r s a n d 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, Luminance, Marlin, Claude and Linotile-Sylvania..

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, g l o b a l r e a c h , t e c h n o l o g i c a l 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 t r a n s a c t i o n s b a s e d o n 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.

COMPANY OVERVIEW
Havells India Ltd incorporated in 1983, is India's fastest growing player engaged inmanufacturing of electrical products like switchgears (domestic and industrial), cables & wires and consumer appliances like fans and luminaries. Leveraging on its strong distribution franchise, efficient R&D base and over twenty five years of experience in the industry, company is all set to benefit from the spurt in perceptible consumer product demand in India. Increasing disposable income and changing lifestyle pattern with a peculiar shift in consumer preference towards premium products augers well for the company's business. Company has its manufacturing facilities in Haridwar, Baddi, Noida, Sahibabad, Faridabad, Alwar and Neemrana along with seven state-of the-art manufacturing plants located across Europe, Latin America & Africa HIL along with its subsidiary Sylvania (100% ownership) is present in 52 countries mainly across Asia and Europe. In India, the company has an extensive base of over 4000 dealers and enjoys dominant market share in North India. Historically, company has been earning major part of its revenue from electric wires and cable division. However, over the past few years, company has been dedicating its
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resources for establishing itself in India's fast moving consumer electrical market. It has established strong brand image; especially in fans market where it enjoys 17% market share.

INDUSTRY OVERVIEW
Overview of Indian Consumer Electrical Appliances sector; expected to grow at 18-20% CAGR between FY10-15E. Indian consumer appliance market is estimated at USD 4.3bn at the end of FY10 and is expected to grow at a CAGR of 18-20% between FY10-15E. The main reasons for this growth are1) growing disposable income within Indian households (urban & rural) . 2) evolving lifestyle patterns in India leading to a peculiar shift in preference for premium products offered by organized players like HIL. 3) shortening of product cycle due to higher rate of technological obsolescence . 4) increasing electricity supply in urban and rural India. In the past, various industry players have strived to gain market share in the urban market. Recently, the penetration level of organized sector has started to increase in semi-urban and rural market. The primary reason for this shift is explained by the unprecedented market growth of over 25% in these regions as against 7%-10% for the former. According to CII, rural consumer market is expected to reach 720-790 million customers by 2010-11. The major products that constitute Indian consumer appliances market are mixers, grinders, irons, water heaters or geysers, electric fans and exhausts. Advanced technology and increasing competition has incurred price pressure and we therefore believe that higher volumes driven by deeper penetration has become a key for any player to establish itself in the industry. We also believe that consumer behaviour also play a crucial role in building demand for such products. Therefore from business point of view, it becomes important to address issues like product superiority in terms of power savings etc in addition to the overall cost of ownership of these products to the end user. We opine that with increasing levels of power supply in India by 2012 Industry is bound to grow especially in Tier II/III cities where power cuts are more chronic.

Work culture at Havells

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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 e v e r y t h i n g i n i t s p l a c e " . T h e C o m p a n y h a s i n t r o d u c e d t h e s e t e c h n i q u e s a s i t f i r m l y 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 e l e c t r i c a l e n g i n e e r i n g , e n s u r e c o n s t a n t A c c e s s t o t h e l a t e s t d e v e l o p m e n t s i n t h e international markets, which are then adapted to the tough tropical conditions. O u r m a n u f a c t ur i n g u n it s a r e f u l l y e q u i p p e d w i t h t h e l a t e s t a n d m o s t s o p h i st i c a t e dfacilities in India. And in the hands of our highly qualified technical experts, this results in some of the most advanced product development in the count

Location:- Branch offices / zonal offices/

manufacturing plants -

Haridwar, Uttaranchal (Products manufactured: Fans and CFLs)

Baddi, Himanchal Pradesh (Products manufactured: MCBs, CFLs and Switches)

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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)

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Organizational Structure
Head office noida
Branch office north

Chandigarh,Ludhiana, Jaipur, Kanpur

Branch office east

Kolkata, Bhubaneshwar, Guwahati, Ranchi,Siliguri

Branch office west

Ahemdabad, Bhopal, Indore, Mumbai, Nagpur, Pune, Raipur, Surat

Branch office south

Calicut, Chennai, Coimbatore, London, Nigeria, Bangladesh, Hydrabad,Kochi, Madurai, China, Sri-Lanka, Dubai Trivandrum

11 Br an ch off ic e ab ro ad

Quality control at Havells

The essence of quality at QRG is closely wrapped in the way we think, plan and work. finds its true expression when we extend beyond ourselves to exceed our customers expectations. To deliver products that are safer, faster and simply better. Each time, every time. Building customer confidence through teamwork is a top priorityto provide a wide variety of products and services. R e a l i z in g a n d R e s p e c t i n g t h e b a s i c n e e d s o f c u s t o m e r s t o f e e l m o r e s e c u r e , W e h a v e committed ourselves to make our products better, safer and smarter than what he or she is looking for. That's a passion that began 30 years ago and that's how it continues to be even today. Our customers rely on us and it is our responsibility to give them the very best. All our products are as per IEC standards

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Certifications / Approvals
ISO-9001 : 2000 (all manufacturing units) KEMA KEUR CE Smark CSA CB SEMKO SIRIUM (Malaysia) SPRING (Singapore) TSE (Turkey) SNI (Indonesia) EDD (Bahrain)

Research And Development At Havells

Innovation is the hallmark of every vital development at QRG. New ideas, inventions deepen scientific knowledge and give its work force a new impetus towards technical progress. QRG technological strengths and its end eavor t o w a r d s c o n t i n u o u s r e s e a r c h & d e v e l o p m e n t h a s a l l o w ed i t t o f u l f i l l i t s r e sp o n s i b i l it i e s t o w a r ds i t s c u s t o me r s . T h e responsibility of providing its customers the best products and zero defect services to enable them to be comfortable and secure in usage of electricity.
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Center for Research and Development

H a v el l s h a s r e ce n t l y i n v e s te d 2 0 m i l l i o n d o l l a rs i n a n e w c e n tr e f o r r e s e a r c h a n d innovation. This centre has been set-up at the companys H.O. premises in Noida. The task of this centre is to provide the theoretical & experimental foundationss e gm e n t s o f e l e c t ri c a l e n g i n e e r i n g. T h e c e n t r e c l o s e l y c o o p e r a t e s w i t h t h e v a r i o u sdepartments so as to provide the best and the latest in terms of technology and design. The Group has also decided to dedicate 2% of its

turnover towards R&D.

Safety Matter Protection against Electrical Shocks and fire

With the ever increasing of the usage of electricity in our daily lives , the risk of electricalshocks and hazards related to electrical fire to overcrowded wiring and leakage due toinstallation failure

Poorly insulated apparatus, faulty wires or the incorrect use of an electrical device cause current to flow through the wrong face (i.e. through the insulation) to the earth.Thisc u r r e n t i s c a l l e d t h e " L e a k a ge C u rr e n t " . L e a k a g e c u r r e n t i n a n e l e c t r i c a l s y st e m i s responsible for two major risks Risk of electrocution(electric shocks) Risk of fire

Risk of Electrocution (Electric shocks)

Electrocution is the passage through human body, which is dangerous. T h e f l o w o f current through human body, affects two vital functions Breathing
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 HeartBeat Electrocution can lead to muscle contraction causing respiratory paraly s i s , c a r d i a cfibrillation and immediate cardiac arrest resulting in death depending upon the magnitudeof the leakage current and the contract voltage.

Risk of fire
Poorly insulated wiring or loose connections are enough to create fire hazards a portion of the current which normally flows in the conductor can find a way back to the earth through these "leaks" and through materials with varying degrees of conductivity. These materials are not intended to conduct current, and may get heated up to such a degree that they will set fire to whatever they are in contact with (insulation, wood etc.). This is the start of fire .

Solution
Earth Leakage Circuit Breakers installed in the circuit senses these leakage currents and isolates the faulty circuit thereby ensuring safety against the hazards of earth leakage. It is mandatory to install an ELCB in the incoming circuit for all installations except those specified by the section 30 of the Indian Electricity Act, 1910

Product Profile
Miniature Circuit Breakers (MCBs)
In the residential, commercial and Industrial sectors, final electrical distribution needs arec o n t i n u o u s l y e v o l v i n g . I m p r o v e d o p e r a t i n g s a f e t y , c o n t i n u i t y o f s e r v i c e , g r e a t e r convenience and operating cost have assumed tremendous significance. Havell's breakers have been designed to continually adapt to these evolving needs.
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H a v e l l ' s m a i n t a i n i n g p a c e w i t h t h e t e c h n o l o g i c a l c h a n g e s h a s i n t r o du c e d M in i a t u r eCircuit Breakers tested as per the latest. specifications IS:8828-1996, IEC:898-1995 for a breaking capacity of 10KA

Capacitors
Havells started manufacturing of its new range of products Capacitors in February 2007Havells Capacitors are designed and manufactured using S3 technology. It encompasses product with triple shield with differential disconnect or in the event of any fault within due to environmental compatibility. Automatic controlled vacuum potting of "Element Modules" ensures fault remains localized. and protects the installation in spite of hazards . Advance technologies adopted in our "Capacitors" offer you unmatched safety and outstanding performance under Indian conditions benefiting you month after month and every year from now on...Our commitment to manufacturing excellence and providing a world class quality products at affordable prices in creating your industry more energy efficient, now from even wider spectrum of products from Havells; we offer you a complete solution which is not only safe and reliable but also help you save your energy.

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Fans
Havells entered fan business in mid - 2003 and has emerged as one of the fastest growing fan brands in the Indian market. Havells has captured customers' fancy with innovative design and excellent finishes. From premium fans in exquisite antique finishes to fans s p e c i a l l y d e s i g n e d f o r k i d s , d u a l c o l o r f a n s a n d s u p e r s p e e d f a n s . H a v e l l s o f f e r s a complete range to meet varied individual needs

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Cables
Set up in the year 1996, Havells Cables plant (an ISO: 9001-2000 c e r t i f i e d u n i t ) I s located in Alwar, in the state of Rajasthan, India. Since inception, Havells has invest edheavily in the manufacturing infrastructure, which has today become one of the largest in India. All wires & cables are manufactured on most modern laser controlled automatic machines, using best raw material from primary manufacturers ensuring perfect quality
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Features:
Highly compacted conductors to reduce AC losses which are due to skin and proximity effect. Purest insulation to bear thermal and thermo-mechanical stresses at continuous normal and short circuit temperature conditions. Complete protection against most forms of electrolytic and chemical corrosion. Extruded inner sheath (for XLPE insulated power cable HT). Sequential length marking on outer sheath of the cables. Over 90%armour coverage of armored cables.

Switches
A new addition to the Havells product portfolio Pearlz, a range of aesthetically design edmodular plate switches that are engineered to deliver protection and built to last. A welldesigned knob provides soft operation and the ultra-tech mechanism ensures longevity. Pearlz promises quality and reliability. Available in a pure white finish, these switches lend pristine beauty to your walls for years.
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Crabtree Bath fittings

Crabtree is a name synonymous with truly world-class luxury bath fittings. Backed by the HAVELLS Group, India's leading electrical switchgear and equipment manufacturer, Crabtree is in distinguished company. To cater to its global clientele, the

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Group has set up an extensive distribution network for this exclusive range both in India and abroad, to provide customers with technical support and after sales service. Production at Crabtree is a symbiosis between advanced technol o g y , m a x i m u m functionality and aesthetic designing to match the taste of the discerning clientele. The state-of-the-art plant at Bhiwadi (Rajasthan) is a unique fusion of the best human and technical resources.

Havells Meters
The world and with over nine decades of expertise in the field of energy measurement, M/s With over 10 million Ferraris meters in successful operation in fourteen countries allover. Deutsche Zahlergesellschaft, Germany (DZG), established in the year of 1917, now offer their technology towards high quality metering in India.

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TTL Limited, the Metering unit of Havells group, manufactures high quality single phase Ferraris meters, under a joint venture with DZG, at their new unit at Sahibabad in Uttar P r a d e s h , I n d i a . T h i s m a n u f a c t u r i n g v e n t u r e s h a l l c a t e r t o t h e D Z G m a r k e t o f h i g h l y quality conscious European customers, to the world wide export markets, and to the quality conscious. Indian utilities. A rugged, well established and proven meter designe n s u r e s h i g h quality, long life, trouble free, very accurate and reliable energ y measurement that shall go a long way in improving the Utility-Consumer relationship,through reliable and genuine data for billing purposes.

CFL (Compact Fluorescent Lamps)

Havell's is one of India's leading energy efficient, lighting solutions Company. Always sensitive to the needs of the consumers and country, the company strives to serve them better with energy efficient light sources. The new range of compact fluorescent lamp sand luminaries from Havell's are a result of this conviction. Manufactured using state-of-the-art machinery,
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cutting edge technologies and top quality raw materials imported from the world's best sources, provide the consumers with the highest lumen output that too with lowest power consumption. These CFLs last eight times longer than ordinary GLS bulbs. They brighten your life with more light, more savings and more life. With two manufacturing units in India and clients ranging from Asia-Pacific, Middle East, Europe, Africa and Australia Havell's CFL is a story of constant innovation and profound quality.

HAVELLS GREEN CFL

Havells is continuing upgrade products in order to best serve m o d e r n d i s c e r n i n g consumer. Havells CFL is environment friendly by introducing Indias first Eco friendly GREEN CFL. Today most of company use liquid mercury due to cost effectiveness and simple technology. These CFL contained a least 3 to 5 times more than prescribed norms by Indian and international standard.
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But Havells modified all its CFL production lines and adapt PD T ( P i l l D o s i n g Technology). With PDT Havells now use amalgamated m e r c u r y p i l l s t h a t a r e l e s s harmful to the environment as compared to conventional use of liquid mercury. These pills also conform to Indian and international standard on use of mercury in CFLs. Additionally Havells is first Indian CFL manufacturing to have adopted RoHS, European norms on Restriction of Hazardous Substances in CFLs. H a v e l l s t w o u n i t p l a n t s i n I n d i a a n d c l i e n t r a n g i n g f r o m A s i a - P a c i f i c , M i d d l e E a s t , Europe, Africa and Australia Havells CFL is a story of constant innovation and profound quality.

OBJECTIVES OF THE STUDY

Every study is conducted with key objectives and aims kept in the fore. Without aims and objectives the study is like a ship without radar. So aims and objectives of this study are. 1)To understand the awareness level of Havells and Havells green CFL.
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2)To know how satisfied are customers and r e t a i l e r s w i t h t h e p r o d u c t s t h e y purchase and the services provided by the company. 3)To find out what the customer and the retailer wants from Havells GREEN CFL. 4 ) T o k n o w t h e m a r k e t s h a r e s o f G R EE N C F L . 5)To know the perception of customer regarding the quality of GREEN CFL. 6)To know the most influential factors that influence the c u s t o m e r b e h a v i o u r towards GREEN CFL.

RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research pr o b l e m . T h e r e s e a r ch m e t h o d o l o g y i n c l u d e d v a r i o u s m e t h o d s a n d t e c h n i q u e s f o r c o n d u c t i n g a research. Marketing Research is a systematic design, collection, analysis, and reporting o f d a t a a n d f i n d i n g r e l e v a n t s o l u t i o n t o
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a specific marketing situation or problem. Sciences define research as the manipulation of things, concepts or symbols for the purpose of generalizing to extend, correct or verify knowledge, whether that knowledge aids in construction of theory or in practice of an art.Research is thus, an original contribution to the existing stock of knowledge marketing f o r i t s a dv a n c e m e n t , t h e p u r p o s e o f r e s e a r c h i s t o d i s c o v e r a n s w e r s t o t h e q u e s t i o n s through the application of scientific procedure. 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 wasfollowed by me consisted following steps. Defining the problem & Research Objectives It is said, A problem well defined is half solved. The step is to define the project under study and deciding the research objective. The definition of problem includes BrandAwareness & Preference Regarding Havells

GREEN CFL Devoloping the research plan

The second stage of research calls for developing the efficient plan for gathering theneeded information. Designing a research plan calls for decision on the data sources, r e s e a r c h a p p r o a ch , r e s e a r ch i n s t r u m e n t s , s a m p l in g p l a n a n d c o n t a c t s m e t h o d s . T h e r e s e a r ch i s d e s c r i p t i v e i n n a t u r e a n d i s a i m e d a t a n a l y z i n g t h e b r a n d a wa r e n e s s & preference regarding Havells GREEN CFL

The development of Research plan has the following Steps

:

a.) Data Sources

Two types of data were taken into consideration i.e. Primary data and Secondary data.My major emphasis was on gathering the primary data. The secondary data has beenused to make things more clear.
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i.Primary Data:
Direct collection of data from the source of information,including personal interviewing, survey etc. iiSecondary Data: Indirect collection of data from sources containing past or r e c e n t i n f o r m a t i o n l i k e , A n n u a l P u b l i c a t i o n s , B o o k s , N e w s p a p e r a n d Magazines etc.

Research Approach
Surveys are best suited for Descriptive Research. Surveys are undertaken to learna b o u t p e o p l e s k n o w l e dg e , b e l i e f s , p r e f e r e n c e s , s a t i s f a c t i o n s a n d s o o n a n d t o measure these magnitudes in the general public. Therefore I have done this Survey for the Descriptive Research Process.

Research instrument
A close friend questionnaire was constructed for my survey. A Questio n n a i r econsisting of a set of questions was presented to respondents for their answers. a.) Sampling Plan The sampling plan calls for three decisions. i. Sampling unit: Who is to be surveyed?The target population must be defined that has to be sampled. It is necessary so as tod e v e l o p a s a m p l i n g f r a m e s o t h a t e v e r y o n e i n t h e t a r g e t p o p u l a t i o n h a s a n e q u a lchance of being sampled. The sampling unit of this project was Chandigarh.

ii. Sample Size:

How many people have to be surveyed? Generally large sample gives more reliable results than small samples. The sampleconsisted of 100 respondents. The sample was drawn from 50 retailers and 50 endusers customers people having different educational qualifications, occupations andage group. The selection of the respondents was done on the basis of simple random sampling. The sample was drawn from people having different educational qualifications, occupation and age groups.

iii. Contact method

Once the sampling plan has been determined, the question is how the subject should be contracted i.e. by telephone, mail or personal interview. Here in this survey, I have contacted the respondents through personal interviews.

Collecting the information

The collection of data is a tedious task. For conducting any sort of research data was needed. So for my research, there was plenty of primary data and for increasing the validity of information collected, some books, journals, pamphlets, information about the company were studied and taken into considerations. After this, I have collected the information from the respondents with the help of questionnaire.
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a.) Collection of Primary Data :

Primary Data is the data collected from theoriginal source. In my survey and study, there was optimum availability of p r i m a ry d a t a b e c a u s e e v e r y a s p e c t w a s w i t n e s s e s c a r e f u l l y a t e a c h p o i n t . Questionnaire and personal interviews were the main instruments, which wereused for collecting primary data.

b.) Collection of Secondary Data:

Secondary Data is the one which has already been collected by someone else and some other person is using that information. The source of secondary data was, some related books and websites related to the company. The competent staff of the company helped me a lot in providing information about the company.

Analyze the Information

The next step is to extract the pertinent findings from the collected data. I have tabulated the collected data and developed frequency distributions. Thus the whole data was grouped aspect wise and was presented in tabular for m. T h u s , f r e q u e n c i e s a n d percentages were prepared to render impact of the study.

Presentation of findings:
This is the last and important step in the research process. The findings are presented in the form of graphs, pie charts, conclusions, suggestions and recommendations after data analysis.

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LIMITATIONS OF THE STUDY

1) The possibility of respondents responses being biased cannot be ruled out. 2) Limited access to secondary data pertaining to Havells performance in other regions or any other information was another problem in finding a correct response. 3) Since a smaller sample was chosen so it may not be true representative of population under study. 4) Most of the times people dont give appropriate information. 5) Mostly retailers dont want to give accurate information and act rudely. 6) The survey was to be conducted in a limited span of time (6 weeks) which also posed a limiting factor. 7) The retailers are so busy in their business so that they did not show actual picture of the situation.

QUESTIONNAIRE
1.Do you sell CFL?
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r e s p o n s e y e s n o

N o

o f

r e s p o n d e n t 8 7 1 3

2 . Ho w ma n y b r a n d o f C F L y ou s e l l ?

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Response Very good Good Average poor Very bad

No. of respondent 7 20 13 11 5

3.Which brand of CFL frequently sells at your counter?

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Response havells Philips Cropton Any other Hellonix surya

No. of respondent 5 29 13 7 28 9

30 25 20 15 10 5 0 1s Qtr t HAVE LLS PH ILIPS CO P O RTN HE N LLO IX S YA UR AN O H R Y TE

4.What do you feel about service of the Havells Company?

Response One Two Three Four More than four

No of respondent 1 7 20 22 4

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2 5 2 0 1 5 1 0 5 0 ONE T WO T RE HE F OUR MOR T ANF E H OUR

1 Qtr st

5.Do you agree with the price of Havells GREEN CFL is competitive?
response Strongly agree Agree Neutral Disagree Strongly disagree
30 25 20 15 10 5 0 1 t Qtr s S ONGLYAGR TR EE AGR EE NEUTR AL D AG EE IS R S ONGLY TR D AG EE IS R

No. of responent 10 28 00 14 02

6.Reasons for your preference for Havells GREEN CFL

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response Price Quality Safety Brand image Any other

No. of respondent 4 15 9 22 02

25 20 15 10 5 0 PR E IC QUALITY S ETY AF BR AND IMAGE ANYOTH ER

1s Qtr t

7. With the increase in the price of GREEN CFL (For meeting increased cost of production) your purchase behaviour will.
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Response Never change Change to some extent Totally change Cant say

No. of respondent 7 12 28 3

30 25 20 15 10 5 0 1st Qtr N EVERCH GE AN CH GE TO AN S OME EX T TEN TOTAL YCH GE L AN CAN S 'T AY

8. Factors for purchasing Havells GREEN CFL on higher price :

Response Save electricity Durability Brand image Eco friendly Any other No.of respondent 2 0 4 1 0
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4 3 .5 3 2 .5 2 1 .5 1 0 .5 0 1st Qtr S AVE EL ECTR CITY DUR IL AB ITY B AND IMAGE R ECO F IENDL R Y ANYOTHER

9.In your opinion what is more important

Response Quality Price Guarantee Quantity Any other No. of respondent 11 10 26 3 2

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3 0 2 5 2 0 1 5 1 0 5 0 1s Qtr t QUAL ITY PR E IC GUAR ENTEE QUANTITY ANYOTH ER

RECOMMENDATIONS & SUGGESTIONS

Recommendations and Suggestions
1)More local/ regional advertisements should be there to make people aware aboutHavells 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 C u s t o m e r s o n 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.
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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 decreasesthe rate of replacement. 12)The adjustment policys rate is not enough because replacement rate is 15% to20%. 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.

BIBLIOGRA PHY
Sr. no. Title 1. Marketing Author Kotler Publication Prentice hall
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2.

management Research methodology kothari

New age international publication

Journals 1.) 24th Annual Report 2006 2007 Havells India Ltd. Web Sites http://www.havells.com http://www.thehindubusinessline.com/2005/09/30/stories/2005093002590200. htm http://www.businessstandard.com/common/storypage_c_online.php? leftnm=10&bKeyFlag=IN&autono=38132 http://www.toboc.com/1/570340/Exporter.aspxhttp://www.efytimes.com/efytim es/fullnews.asp?edid=25052&magid=13 http://www.domainb.com/companies/companies_h/havells_India/20080331_exp ansion_plans.html

ANNEXURE
Questionnaire Dear Respondent
I, Jeet verma student of PGDM, JIMS KALKAJI, isworking on project Brand awareness & preference regarding HAVELLS GREENCFL. The following questions are the main instrument of my survey. So please give your opinion up to the best of your knowledge. 1. Do you sell CFL? Yes No

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2. How many brands of CFL you sell? 1 2 3 4 Any Other ...............................................

3. Which brand of CFL frequently sells at your counter? Havells Philips Crompton Any Other

4. What do you feel about service of the Havells Company? Very good Good Average Poor Very Bad 5. Do you agree with the price of Havells GREEN CFL is competitive? Strongly Agree Agree Disagree Strongly Disagree Cant Say 6. The promotional activities of Havells Company are Very Good Good
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Average Poor Very Bad 7. In your opinion the new adjustment policy of GREEN CFL in the form of 7% less in bill is. Useful Useful to some extent Wasteful effort Cant Say 8. What type of products do you want to sell? Quality Products Guarantee Products Any Other 9. Availability of GREEN CFL in the market. Always available Occasionally Available Occasionally unavailable Always unavailable Cant Say 10. Your suggestions for improving the quality of Havells GREEN CFL .. . . Personal Profile Name Age .. Address.. .. Phone/Mobile No .

Place Date.

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SIGNATURE

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