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By:

Asha Nair
Sakshi Batra
Sonam Jain
Usha
Varun Kalra

19/08/2008 Section C Group No. 7 1


CONTENTS
Fan Industry In India
Journey of the Bajaj Fans
Objectives of the Bajaj
Fans
Marketing Strategies
Results Achieved
Conclusion
19/08/2008 Section C Group No. 7 2
FAN INDUSTRY IN INDIA
FACTS & FIGURES
Nature

Existing Players

Market Segmentation

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NATURE

High Market Penetration Product

Matured Product With Stagnant


Growth (1990-2002)

Domestic Market Size Is 20 Million


Units
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CONTINUED…..

Largest Selling Item In Brown Goods


Category
Organised
Un- sector
organised 45%
sector
55%

Domestic Market Share

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EXISTING PLAYERS
Crompton
Orient 5%
10%
20%
CROMPTON

Polar 5% USHA
ORTEM

Khaitan
ORIENT
15% KHAITAN
20% PADMINI

Usha 7%
POLAR
BAJAJ

Bajaj
18%

Ortem
Padmini

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MARKET SEGMENTATION

Ceiling fans
FRESH AIR
FANS
10%

TPW

Table/Wall/Pedes
20%

tal (T/P/W) Fans


CEILING FANS
70%

Freshair Fans

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JOURNEY OF BAJAJ FANS
1950s : Entered The Fans Business

1960s : Acquired The Controlling Stake In


Matchwel Electricals

1984 : Merged With Matchwel Electricals

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CONTINUED…..

Presented Mainly In Premium Ceiling Fans

The Market Share In Organized Sector


Was 7.6%

3.6% Share Was In The Total Market

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CONTINUED….
Very Less Expenditure On
Advertisement

Follow The Indirect Distribution


Channel
COMPANY DISTRIBUTOR RETAILER CONSUMER

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OBJECTIVES

Becoming A Leading Player

Understand The Consumer’s


Needs

Pursue Profitable Growth


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CONTINUED….

Launch New Categories/Products

Introduce Competitive Product


Pricing

Focus On Customer’s Preference


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MARKETING STRATEGY

Product Strategy
Pricing Strategy
Packaging & Promotion Strategy
Distribution Strategy
People Strategy

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PRODUCT STRATEGY

PRODUCTS

CEILING T/P/W FRESHAIR

19/08/2008 Section C Group No. 7 14


CONTINUED…..

Launched High Quality


Decorative Fans

Launched Basic Products Range


Like ‘BAHAR’ For
Sub-Economy Segment

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CONTINUED….
Launched New Range Of T/P/W
Fans In Premium And Economy
Segments

Launch Bajaj Midea &


Crown Range in Premium
Segment
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CONTINUED…

Launched A New Range Of


Freshair Fans In Economy
& Sub-Economy Segments

Increased RPM From 330 RPM


To 400 RPM
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PRICING STRATEGY

The Most Expensive Fan Costing


Rs.6900 was Introduced

Launched Differentiated Models


Aimed At The Lower Price
Segment
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CONTINUED…..

Sub-Economy Fans Were


Introduced At The Price Range Of
Rs.800

Gave Emphasis On The Bottom


Of Pyramid Mass Market
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PACKAGING & PROMOTION
New Theme Was Given To Cartons

Television As The Main Media

More TVCs Were Developed

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CONTINUED….

Increased Brand Visibility

Publicity Through Campaigns

Attractive Pops, Posters Were


Introduced
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DISTRIBUTION STRATEGY

Mission Excel Initiative

Retail Performance Standard


(RPS)

Dealer’s Loyalty
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CONTINUED…..

Sub-Economy Fans’ Separate


Network

Change In Distribution Network

COMPANY RETAILER CONSUMER

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PEOPLE STRATEGY
Organizational Structure Revamped

New Set Of Job Description & KPI’s


Implemented

Implemented Performance Appraisal


Schemes
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RESULTS ACHIEVED
Distribution Network Increased

Highest Increase In TOMA & UAA

Tremendous Growth In Sales & Profits

Popularity Of Brand Without Prohibitive


Expenditure

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PARTICULARS 1990-2000 2002-03

Distribution 6000 10000


network retailers retailers
Sales 5730 Lacs 9350 lacs

Contribution 55% 80%


Of Trade To
Total Sales
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CONCLUSION
Firms Belief In Micro segmentation Strategy
Achieved Successfully

Fan Team Has Set An Example For Rest Of


The Company To Follow & Emulate

Looking Towards The Future With Renewed


Hope, Optimism & Confidence

19/08/2008 Section C Group No. 7 27

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