A Project Report On Integrated Marketing Imc 6r2d6m

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BY ANSHUMAN MOHANTY ROLL: 9202045 MBA -II

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Havells India Ltd. is a billion-dollar-plus organization. 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. In 2006, the Company acquired European Electrical Equipment manufacturer Sylvania¶s lighting business in Europe. International operations contribute 68 percent of Company¶s revenues. It has a strong dealer network of 4000 dealers and 94 branches which offer wide range of products. It¶s majority stakes are family owned, following is the shareholder¶s pattern of Havells.

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The project is completely dedicated to the lighting industry. efforts has been made to understand and analyze lighting industry and how they are using the Integrated marketing communications (IMC) to attract the customers, increase the market share & revenue and brand value & the visibility. The name of the three lighting companies are as follows. ï Philips lighting (India) ï Havells India Limited ï Osram ï

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Lighting can be classified as: ï Industrial lighting ( LED, HID ,etc) ï Domestic Lighting (CFL, Tube lights ,GLS) Selling of lights again can be ï Institutional selling ï Trade selling



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! ï To understand people¶s need and improve their lives with lighting. ï Committed to develop sustainable, affordable lighting solutions for people who do not have access to the electricity grid in various parts of the world. "#$ % $"#&'#! ï (#$ "#$! It targets common households, Institutions, Hotels , hospitals, Decorative lightings . Philips products are which costs high in the market . They specially aims those customers who do not mind paying extra bugs for quality. ï "#$ ! Philips is now the market leader with 40% market capitilisation in India. Its main strength is its aggressive marketing strategy and strong network. It also enjoys the first mover advantage. $"#&'# ï Our stakeholders are those who are interested in the business and any change in the business affects them directly or indirectly. ï Investors spread across the globe with major stake of 50% in Europe. ï :- Over 119000 employees world wide. ï :- Customer base spread across more than 60 countries throughout the globe.

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#(#% $# $ ï The most famous campaign ³sense and simplicity´. ï It conveys the message that its products are best in the quality and are environment friendly. #' #& ï Use of banners, posters, flyers and hoardings. ï Extensive use of electronic and print media. ï Attractive tagline for different products. ï Extensive ment in ³Cricket World Cup 2011´. #)#*# $%#)&$% #+ ï Worlds 42nd most valuabe brand. ï India¶s no 1 lighting brand. ï Total sales of Eur7.6 Billion (12%-14% growth).

"#$ % $"#&'#! ï (#$ "#$! Havells is a complex organization with a wide range of products . It has both products for mass market and for segments. Havells brand is for mass market where as its acquired brand Sylvania and Crabtree is for segment. ï $"#&'# ï Its stakeholders are all its investors, Distributors, Dealers and its 8000 employees. ï It¶s a BSE listed company ï !- Over 8000 employees world wide. ï :- Customer base spread across more than 52 countries throughout the globe. #(#% $# $ ï The most famous campaign ³shock laga kya?´. ï It conveys the message that its products are best in the quality and are environment friendly. ï No tagline.

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Use television ment. Extensive use of electronic and print media.. Extensive ment in ³IPL 2011´. #)#*# $%#)&$% #+ 94 among top Indian companies.. India¶s no 3lighting brand in India. 8% growth in domestic demand & net sales upto 23% in Q3 11.

"#$ % $"#&'#! ï (#$ "#$! Osram is a dedicated organization with a wide range of products in lighting . It basically targets the mass market and institutions. Its products are superior in quality and cheaper in range. It follows the same quality standard throughout the globe. ï ï

$"#&'# Its stakeholders are all its investors and strategic partners and its 41000 employees

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:- Over 41000 employees world wide. ï :- Customer base spread across more than 100 countries throughout the globe. #(#% $# $ ï It is a company which do not spend so much in ment. It believes that if the quality is good and the price is competitive then there is customer pull. ï It conveys the message that its products are best in the quality and are environment friendly. ï No tagline and no campaign. ï



#' #& ï No ment ï Spends less in print media. #)#*# $%#)&$% #+ ï Second best lighting company worldwide after Philips ï Second position in India. ï Prominent player in industrial lighting