introduction,product portfolio,major competitors,distribution ,BCG,SWOT,miision,vision,profit margin,recomendations

1. SMBD PROJECT
CROMPTON GREAVES
SUBMITTED TO- DR. AJAY BANSAL
SUBMITTED BY- Vishal Jamwal

2. About Crompton Greaves Consumer
Electricals Ltd
 Founded: 2015.
 Market capital: ₹ 12603.86 Cr.
 Sector: Electric Equipment Sector.
 Headquarter: Mumbai, India.
 1,50,000 retail points across the country
 Products/Revenue: ₹ 1248.91 Cr to Sales Value (68.93 % of Total Sales), Lighting Products: ₹ 560.88 Cr to
Sales Value (30.95 % of Total Sales) and Sale of services: ₹ 1.89 Cr to Sales Value (0.10 % of Total Sales
2016)
 net profit after tax: ₹ 57.36 Cr (2016)
 Manufacturing locations: Goa, Vadodara, Ahmednagar and Baddi.
 CAGR: 16% (over the past 5 years).

3. FANS LIGHTING APPLIANCES PUMPS
PRODUCT PORTFOLIO

4. MAJOR COMPETITORS OF CGEL
 Crompton Greaves is the Market leader in Fans and Pumps segment with a fat
market share of 24% and 28% respectively.
 Major Competitors in Fan segment are Orient, Usha, Bajaj and Khaitan.
 Major Competitors in Pumps segment are Kirloskar, KSB Pumps and V-Guard
 Residential Pumps contributes 80% of the CG Pumps revenue.
 In lighting segments Crompton Greaves stands at third position after Philips India
and Surya Roshini. Havells and Bajaj electricals are also major competitors.

5. DISTRIBUTION CHANNEL
MANUFACTURING UNIT
STOCK POINTS AT EVERY BRANCH (COMPANY OWNED)
EXCLUSIVE DEALERS
RETAIL OUTLETS

6. BCG MATRIX
CG HS PLUS 48 INCH (FAN)
CG AURA 48 INCH (FAN)
CG MINI SHALLOW 1HP(PUMP)
CG MINI PACIFIC (1HP)
SOLAR LIGHTS
LIGHTING AUTOMATION
LIGHTING
LED,LUMINARIES
APPLIANCES-
RICE COOKER
INDUCTION COOKTOP
RELATIVE MARKET
SHARE
MARKETGROWTHRATE
HIGH
HIGHLOW
LOW

7. PURPOSE AND MISSION
 PURPOSE-
Transforming your needs into smart solutions for an enhanced quality of life.
 MISSION-
To enhance the quality of life of every consumer in the world at large - household and
industrial, by providing smart solutions offering world-class products and services.

8. SWOT ANALYASIS
SWOT
STRENGHTS-
1- Wide product range to
provide end to end
solutions to customers.
2- R&D Efforts
WEAKNESSES-
1-After sales service.
2- Operational
Constraints(Flexibility,Spe
ed of response)
OPPORTUNITIES-
1- Government’s energy
efficiency programs.
2- New distribution
channels.
3- Demand for Premium
and differentiated
products.
THREATS-
1- Technological
obsolescence.
2- Fierce Competition.
3- Business environment
uncertainity.

9. PROFIT MARGIN AND CREDIT PERIOD
 Credit Period is around 25-27 days (4 weeks) .
 Profit Margin for Distributors is 5-6% and for Retailers is 8-9%.
 The revenue generated by one Distributor is around 6-7 crore
yearly.
 One Distributor have approximately 35-40 retailers .

10. RECOMMENDATIONS
 They should have a Brand ambassador ,Eg For Orient M.S Dhoni .
 Increase expense on sales promotion which is 1% of revenue right now.
 Focus on spare parts availability and after sales service.
 They should focus more on kitchen appliances.(Prestige and Hawkins)
 They should focus on new product lines .