Crompton Greaves Consumer Electricals is an Indian electrical equipment company. It is the largest fan manufacturer in the world, with a 20% market share. The company offers a wide range of fans at various price points from 700 rupees to 7000 rupees. It has a strong distribution network of over 3000 distributors and 1 lakh retailers across India. However, it faces threats from competitors and new entrants capturing market share through innovative products and technology. The company could benefit from expanding its rural market reach and using celebrity endorsements and creative advertising.

1. Group 4
Shikhar Sahai 19DM194
Shivangi Shekhar
19DM200
Shubhda Sharma 19DM212
Sonakshi Gupta 19DM217
Yash Khurana 19DM236
Presentation by:
Crompton
Greaves
Consumer
electricals

2. 1700 CR. 2672 CR.
ABOUT
THE
COMPANY
Innovative products
such as Noela and
anti- germ light.
Fans, light sources,
pumps and household
appliances, such as
geysers, mixer grinders,
toasters and irons.
First company to cross sales
of a million fans in 1989 & in
year 2013 sales crossed 10
million fans, the largest in
the world
Market cap of
Rs 4478
Crore and
share of 20%.

3. COMPETITORS
HAVELLS
&
ORIENT
USHA
&
BAJAJ
To win over the competitor,
Crompton tries to squeeze in
fan models in every price
range and of every quality.
They try to set prices in a
price range by launching a
product at the upper limit
of the set price range.
Fan market by type
includes: ceiling,
table, pedestal,
exhaust and wall
fans.

5. STRENGTH
1. Wide product range.
2. Prompt after sales service.
3. Good understanding of
market conditions.
4. Geographically wide spread
and available.
WEAKNESS
1. High working capital
required.
2. Low brand recognition in
general public.
OPPORTUNITY
1. Urbanization is increasing
demand, untapped rural
market.
2. Expanding into global
market.
3. Internet of things.
4. Energy efficient products.
THREAT
1. Competent competitors
well equipped with
technology.
2. New international and
domestic players entering
the market.
3/13/2020 5
SWOT ANALYSIS

6. 4 P’S
PRODUCT
PRICEPROMOTION
PLACE

7. 5
RURAL
3
STANDARD
PLAIN 4
ECONOMY
The company has various variants of
fans.
1
SUPER
PREMIUM 2
PREMIUM
The revenue of the fan segment, which
accounts for 45-47 per cent of the total
revenue of the company, grew by 15 per cent
in FY19, according to Kotak Institutional
Equities.
PRODUCTS

8. PRODUCTS
1
2
3
4
5
6TITANS
SUPER PREMIUM
Price – 8000(approx)
ADVANCER E-
SENSEPREMIUM
Price – 4700(approx)
AIR-360
STANDARD PLAIN
Price- 2500(approx))
BRIZ AIR
ECONOMY
Price – 1500(approx)
PAVAN
RURAL
PRICE-700(approx)
ADVANCER
PRIMEPREMIUM
Price – 4000(approx)

9. PRODUCTS
10
7
8
9
JURA PRIME
ECONOMY
Price – 2000(approx)
NEBULA,
URANUS
&JUPITERPREMIUM
7000(approx)
MOUNT AIR
PREMIUM
7000(approx)
COOL BREEZE
ECONOMY
Price - 1500(approx)

10. 1700 CR. 2672 CR.

11. Pricing is set by the central
office.
Their premium pricing is
based on competition,
features and design.
Price range is from 700rs-
7000rs
PRICING

12. 1700 CR. 2672 CR.

13. PROMOTION
• IPL advertisements
• IPL Predict and Win
competitions on
social media
Increased budget
from 10 cr. to 60 cr.
ADVERTISEME
NT BUDGET
DIGITAL
BRANDING
More visibility by
providing schemes
to retailers, shelf
allowance
VISIBILTY
Exhibition in rural
India e.g. Krishi
Expo in Hisar
EXHIBITION
Through The line
advertising
(70% BTL and 30% ATL)

14. BROCHURES
PROMOTION

15. DISTRIBUTO
RS
MORE THAN 3000
DISTRIBUTORS AND
1 LAKH RETAILERS.
SERVICE
CENTRES
SALES SUPPORT
OF OVER 500
CENTRES.
HEAD
OFFICE
MUMBAI
MARKET
REACH
THROUGH RESELLERS,
WHOLESELLERS, RETAIL
OUTLETS AND E-
COMMERCE WEBSITE.
MANUFACTURI
NG PLANTS
VADODRA,
AHMEDNAGAR,
BADDI AND GOA
PLACE

16. DISTRIBUTION CHANNEL

17. DISTRIBUTRION STRATEGIES
• B2B : Directly to businesses like Home Décor, Factory Electrical
Equipment etc. No middleman is involved in between.
• B2C: Store based retailing & non store based retailing.
• Support Services : Technical support directly at home with over
500 service centres.
• Current focus on building its own exclusive stores.
• Building direct connect with retailers and electricians to create
excitement and demand generations, to be serviced through
existing dealers.

18. RECOMMENDATIONS
1. Crompton should tap the rural market in a more efficient
manner by bringing in cheaper options.
2. They should focus on celebrity endorsements as it helps
garnering more attention .
3. Bring in BLDC TECHNOLOGY in fans.
4. Creative advertising- They should use funny and catchy
TV advertisements. Their advertisements are very formal
as compared to its competitors like Havells Usha etc.