PROMOTION DECISIONS

COMPANY : HAVELLS INDIA LIMITED

PRODUCT: FAN

Submitted by: Team 1

Aakriti Mishra (PGFA1901)
Ankush Birla (PGFA1910)
Gaurav Khatri (PGFA1918)
Monal Dey (PGFA1928)
Surbhi Sabharwal (PGFA1957)
 Objectives

• An Increase in the revenue generated by fans from existing 117 crore to 142 crore, that is 18% to
21% , assuming fans contributes *15% to total revenue. [I]

• To grow market share of Havells Fan from 14% to 16% in Industry.

• Increase in Sales from existing 24% in 2019 to 29% in 2020-2021

Fan industry CAGR = 13.01%

Havells CAGR = 17%
Havells current market share = 14%
Total market size = 7.15 Cr
Contribution of Fan in overall revenue= 15%
Increased fan market size = 7.15cr*13.01% = 8.10 Cr
Increased market size of Havells from 14% to 16% = 8.10 Cr*16% = 1.29 Cr
 Target 1: Home Owners
Objective • Make consumer believe that they
have made best decision
• Establish a head to head trial
against competitor product( Orient,
Crompton & Bajaj)
Key Message To use our fans instead of our
competitors because we provide better
quality, better air flow and in good
design.
Tools • Social Media
• Online advertising and public
relation
• Advertising
• Publicity & public relation
• Direct Marketing
Target 2: Commercial Building Owners
• Establish a head to head trial
against competitor product( Orient,
Crompton & Bajaj)
• Persuade customer to Purchase and
use product in large quantity.
• Make consumer believe that they
have made best decision
To use our fans instead of our
competitors because we provide better
quality, better air flow and with good
customer service.
• Online advertising and public
relation
• Advertising
• Publicity & public relation
• Sales & service teams
Target Audience : Homeowners & Commercial building owners.
Marketing Objective To increase sales revenue in fans by ₹142 crore.
To create awareness and spread #BreezeOfChange value proposition.
Assignment Media type: I) Advertisements - TV Advertisements, Hoardings
II) Public Relations - News stories, Events, sponsorship.
Customer Insight Nationally advertised brand, Good quality and longer life span of previously used
products, Cost of the product, product features and Brand reputation.
Competitive Insight Relatively lower cost of product, better product features.

Key Benefit Make the brand speak for itself. To showcase the various range of Havells fans and how
these fans are aligned to progressive thinking of the society.
Reasons to believe This campaign emphasizes on the changing trends of the society which the customers
can relate quite easily.
Brand Identity Being a premium brand, Havells wants to appeal to its customers in an intellectual way.
The brand wants to speak a language that the premium customers can understand.
Measurement i) The stated objectives are met.
ii) Sales revenue the campaign produces.
Top Three Issues In Developing the Creative Brief For A Campaign Idea:

1) Coming up with a campaign which is unique and attracts the consumers.

2) Understanding the social trends due to the change in the needs of the consumers.

3) Young Consumers – Coming up with a campaign that attracts the young consumers for an unorthodox
product such as Fan.
Offline Campaign Idea for 2020-21:
Campaign Idea 1:
Clean City Campaign
• Install Havells fan at highest footfall • Since all eco-sensitive resorts don’t
bus stops in Tier I & Tier II cities.
• Connect the fan to a large garbage bin
which will have motion sensor and will
activate once it senses something
falling into the bin.
• In order to respite from the scorching
heat, people will throw trash inside
the bin instead of the road.
• The message on the bin would be
#BreezeOfChange.
Campaign Idea 2:
Tie-up with Eco-Sensitive Resorts.
have Air Conditioners and prefer to
use Fans, Havells should tie-up with
eco-resorts and supply its Energy-
efficient fans for institutional sales and
display messages like “You and
Havells, both care for the
environment” at specific strategic
points like the reception area,
Elevators and Lifts.
Campaign Idea 3:
Sponsoring the activities of start-up
companies.
• Havells should sponsor the activities
of start-up companies.
• Because most of the changes happen
or start with Start-ups, the
#BreezeOfChange will resonate well
with the campaign.
• Also, most of start-ups are formed by
the social cause space, this message
fits well.
ASSESS THE CAMPAIGN IDEAS (Offline):

Campaign Idea : 1 Campaign Idea : 2 Campaign Idea : 3

Accomplishes the objective Yes Yes Yes

Communicates the product Yes Yes Yes

and brand positioning

Is believable, unique, Believable/Not unique. Believable/Unique/Ownable Believable/Unique/Ownable

competitive, ownable
Is effective for the intended Yes Yes Yes
communications target

Is provocative-the target will Yes Yes Yes

pay attention

Has “legs” – is campaignable Yes Yes Yes

Doesn’t alienate any other Yes Yes Yes

communications target
Online/Digital Campaign Idea for 2020-21:
Campaign Idea 1:
Social Media Wedding Contest
• Invite couples who are about to get married in July-August
(4 months prior to marriage season.
• They must send ideas/proof of what they are going to do
differently at their wedding to make a change to the society.
• This would be a social media contest.
• Winner will get receive monetary rewards from Havells.
Campaign Idea 2:
Online Campaign with cricketers.
• Digital campaign with cricketers will give the cricket fans a
great opportunity to come together and cheer with them.
• In the group chats the cricketers will chat with the people
and give them chance to win prizes.
ASSESS THE CAMPAIGN IDEAS (Online/Digital):

Campaign Idea : 1 Campaign Idea : 2

Accomplishes the objective Yes Yes

Communicates the product and brand Yes Yes

positioning

Is believable, unique, competitive, Believable/Not unique. Believable/Unique/Ownable

ownable
Is effective for the intended Yes Yes
communications target

Is provocative-the target will pay Yes Yes

attention

Has “legs” – is campaignable Yes Yes

Doesn’t alienate any other Yes Yes

communications target
ACTION PLAN FOR 2020-21

Promotion

Online/Digital
Offline Campaign Campaign

Sponsoring Social media wedding Digital Campaign with

Clean City activities of start-
Eco-Resorts Tie up contest. cricketers.
Campaign ups.
Bibliography
[I] https://www.thehindubusinessline.com/companies/havells-eyes-rs-
1000-cr-turnover-from-fan-division/article23104447.ece