HAVELL’S BRAND BUILDING

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HAVELL’S BRAND BUILDING STRATEGY :

HAVELL’S BRAND BUILDING STRATEGY Presented by: Binu Krishnan G

Company background :

Company background Havell’s India Limited was established in 1958 and is a part of the QRG group, It is one of the India’s largest electrical and power distribution equipment manufacturer company Havells India is in four segments namely: Switchgears, Cable &Wires, Lighting and Fixtures and Electrical Consumer Durables It is amongst the top three players in most of its products and is fast increasing its market share through aggressive brand building

Introduction :

Introduction VISION To be a globally recognized corporation that provides best electrical & lighting solutions, delivered by best-in classpeople . 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.

Competition Switchgear Segment:

Competition Switchgear Segment Building Products Competitor's Position 1 Havells . 2 Legrand . 3 Indo Asian. 4 Schneider. Industrial Products Competitor’s Position 1 L & T. 2 Siemens. 3 Schneider.

Cables and Wire Segment:

Cables and Wire Segment Cables Competitor’s Position • PolyCab • Havells • Golster Wires Competitor’s Position • Finolex • Havells • Anchor • Havells .

Electrical Consumer Durable Segment:

Electrical Consumer Durable Segment CFLs : •Phillips. • Havells . • Osram . Fans : •Crompton •Orient • Usha Lighting Fixtures : •Phillips •Bajaj •Crompton

Diversification timeline:

Diversification timeline 1976 : Rewrirable switches and changeover switches 1980 : Energy meters 1990 : Manufacturing plant for changeover switche 1997: Acquired Electric control and switchboards noida , for customized package solution 1996 : Acquired a Manufacturing plant for power cables and wires

Factors for Success :

Factors for Success Strategic Alliances: The company has formed strategic alliances and partnerships with many leading players operating in the end-to-end solutions in the power distribution equipment industry ( Electrium , Geyer AG, DZG, etc.,)

Leading the Way through Innovation :

Leading the Way through Innovation Havell’s has focussed on research and development to produce novel products, at the same time, reducing cost and upgrading the quality of its products. The company has a skilled workforce that works on its R&D projects. It has also entered into alliances with several companies, thereby facilitating sharing of technology.

Brand and the power of brand :

Brand and the power of brand A Brand for a company is like reputation for a person. We earn reputation by trying to do hard things well. Brand isa unique offering to which functional and emotional associations get attached It is the face of a company A brand should reasure what its stands for. for eg . brand could stands for fashion and status(omega or Rolex)

Creating and nurturing a brand :

Creating and nurturing a brand Creation of values as perceived by consumers Creation of brand association to reflect the value created Adapting the value to the changing envt . Due to competition or economic conditions

Branding strategies at HAVELL’ :

Branding strategies at HAVELL’ Multi branding: Multi branding refers to the marketing of two or more similar and competing products by the same firm under different and unrelated brand name Rebranding: Rebranding is the process by which a product or service, developed under one brand, company or product line is marketed or distributed with a different identity

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Rebranding of HAVELL’S involve a radical changes to the brands logo, brand name, Image, marketing strategy and and advertising themes. Rebranding aimed at repositioning HAVELL’S started off with a triangle shaped logo with an apostrophe ‘S (HAVELL’S) There after the apostrophe was removed and the name was changed to HAVELLS The company made sure that this change was communicated to the public very effectively and spend a lot on advt. and promotional activities

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As HAAVELLS spread its wings in other countries and made sizeable acquisition like Sylvania, it gain made a change in its logo and came up with the ‘Global’ H. Through this the organization communicated the message that the company has gone global

Promotions of HAVELLS Brand :

Promotions of HAVELLS Brand Aggressive brand building initiative by patronizing cricket, high brand visibility on mass media. Sponsorship of Cricket T-20 W-Cup, India – England Series India – Australia Series, IPL (Indian Premier League)

Slide 16:

70cr Spends in 2007-08(100% Inc over previous yr), Rs.100cr spends in2008-09 Sponsorship of Paanchvi Pass, hosted by Shahrukh Khan on Star Plus

Slide 17:

7 new TV Commercials being aired across Product Categories

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