Session 15 Surbhi Sabharwal

PGFA1957
Product: Fan
Company: Havells India Limited

Target Audience: Middle to Upper Income Group

Positioning Analysis:

Brand Target Market Positioning Market Share

Havells High Income and Premium Fans, Antique 16%
Middle-Income design, High speed
Group fans, energy efficient

Branding Strategy:
Decorate the fifth wall-

Havells positions its

fans are decorative and
wishes to enhance the
look of every room.
Through this strategy
they want to everyone
to engage in fan buying
process.
Orient High Income and Smart fans with high 20%
Middle-Income quality
Group
Branding Strategy:
Switch to Smart-

Orient positions its fans

are high in technology.
Crompton High to Low Easy Use, Reasonable 26%
Income Group price

Branding Strategy: A
fan for every house-

Crompton positions its

fans as easily
accessible for every
household.
Bajaj High to Low Price Competitive, 9%
Income Group High Quality

Branding Strategy:
Fastest of all

Bajaj Positions its fans

are best quality and
fastest.
 Point of Difference: Design
Point of Parity: Quality

Perceptual Map

Better Design

Orient, 4, 5 Havells, 5, 5

Crompton, 3, 4

Low Price High Price

Bajaj, 2, 1

Standard design

The perceptual map is made using the following data:

Better Market
Brand High Price Design Share
(1-5) (1-5)
Havells 5 5 16%
Orient 4 5 20%
Crompton 3 4 26%
Bajaj 2 1 9%

Positioning statement
We Will Convince High- and middle-income households

That (in context of other alternatives) Will provide high quality and better design
fans

That (they will receive benefits) Decorative fans, high speed, energy efficient
fans

Because (we have capabilities/ resources) Passion for innovation, known for best designs
Positioning Statement For high- and middle-income customers who want best quality and better
design fans. Havells lead in the premium segment market, with its consistent
innovation and technological development. Havells sets itself apart from its
competitors with its passion for innovation and commitment for design
excellence.
Value Propositions High Efficiency Best Design Better Quality

Key Messages Havells manufactures Havells leads in the Havells provide its
energy efficient fans premium segment fan customers high quality
which significantly market, due to its fans, with door step
reduces the electricity antique fan designs and customer service.
consumption, constant innovation. It
providing cost effective promises its customers
solution to its fans that would
consumers. decorate their houses.

Proof Points  Least power  Elegant fans with  Havells fans are
consuming fan - 26 power, performance, BEE 5 star rated
W per hour only comfort, safety and fans.
 Run 3 times longer durability.  Anti- rust rod used
than regular fan  Adds a sense of style in manufacturing
while on invertor with innovative and of fans to prevent
power, trendy designs. them from
 65% power saving  Havells wants its corroding.
as compared to a consumers to make a
regular fan of 75 W statement since, they
power consumption believe that What
you select for your
house depicts your
style and when
people walk in
through that door,
Havells ceiling fans
help make an
impression.
 Available in options
such as premium
under light fans,
energy saving fans,
decorative fans,
metallic fans, high
speed fans.