IIPM Best B-school
Brand: Havells Cables
Agency: Lowe
Step 1: compromise on margins
Step 2: aggressively sell its switches, energy meters, cables, bath fittings, fans, CFLs, et al and acquire a decent market share in every category
Step 3: focus on brand through large advertising spends. Enhanced brand image would enable higher bargaining power and improve margins.
Havells India did exactly that. It’s high decibel, emotive campaign moved with lightening speed to push the brand up in consumer mind space and Havells moved in for the kill. It’s operating margin went up to 10.05% in June quarter of 2008 from 9.2% in the previous year.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
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