Precise Marketing Strategy of Bajaj Electricals – With STP Analysis & Campaigns

Updated on: Nov 28, 2022
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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Business Review helped the students from this course present this analysis.

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In the previous article, we discussed the marketing strategy of Havells India.

In this article, we are going to elaborate on the marketing strategy of Bajaj Electricals – a trusted brand in consumer appliances for decades.

The objective is to learn and gain insights into Bajaj Electricals and how it became India’s most trusted brand in the electronics sector, especially home and kitchen appliances with the latest designs and technologies.

So, as you can see, the world is fully online now, and marketing is the rib of every industry. If you are interested to know more about marketing then do check out our Free Masterclass on Digital Marketing by the CEO and founder of IIDE, Karan Shah.

We will learn the entire marketing strategy of Bajaj Electricals by the end of this blog. Before diving deep into it, let’s begin with the company’s story, target audience and digital presence.

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About Bajaj Electricals 

marketing strategy of bajaj electricals - bajaj elctricals logo

Source – Free PNG images

 Bajaj Electricals is an Indian Company founded in 1938 by Kamalnayan Bajaj. Bajaj Electricals manufactures electrical equipment like fans, LED lights, home appliances, LPG-based generators and luminaries.

The company gets a Gandhian set of values from their founding father, Jamnalal Bajaj which its current leaders follow and aim to carry forward, as a legacy.

Their tagline ‘Inspiring Trust’, is a value the employees strongly associate with and try to fulfil in their everyday endeavours. Apart from work, they also believe in bringing change in society through their philanthropic work.

Their Corporate Social Responsibility (CSR) division rests on sustainability, gender diversity, employee volunteering and community outreach programmes.

Bajaj Electricals Limited (BEL), a globally renowned and trusted company with a turnover of â‚č4,987 crores (FY 19-20) is a part of the Bajaj Group.

Bajaj Electricals’ business is spread across – Consumer Products (Appliances, Fans, Lighting), Exports, and EPC (Illumination, Transmission Towers and Power Distribution).

With 20 branch offices and approximately 500 customer care centres, the company has its offices scattered in different parts of the country. They also have a presence in premium home appliances and cookware segments with brands like Morphy Richards and Nirlep.

Quick Stats 

CEO Anuj Poddar
CMO Pramod Khosla
Area served 50+ countries
Industry Electrical equipment
Revenue Rs 48,814 M in FY22
Vision “Enhancing quality of life and bringing happiness with sustainability.”
Tagline Inspiring Trust


Marketing strategy of Bajaj Electricals – 

There are many factors that make a marketing strategy effective. Let’s start the marketing strategy of Bajaj Electricals by discussing its segmentation, Targeting and Positioning.

Segmentation, Targeting and Positioning 

Segmentation – Bajaj Electricals segments its audience into corporate offices and Residents.

Targeting – Bajaj Electricals targets the middle-class audience.

Positioning – Bajaj Electricals is positioned as one of the Premium brands that provide the best quality and cost-effective home appliances.

Marketing Campaigns

  • ‘Kaam Ka LED, Kamaal Ka LED, Bajaj LED’ Campaign

For their line of LED lights, Bajaj Electricals Ltd. has started the “Kaam Ka LED, Kamaal Ka LED, Bajaj LED” promotion campaign.

The brand introduced the series of Bajaj Ivora Insect Shield LED Lamps, which serve the dual purpose of illuminating while warding off insects including mosquitoes and house flies.

  • ‘Fan Nahin Fantastic’ Campaign 

marketing strategy of bajaj electricals - marketing campaign

To provide customers with a happy summer, Bajaj Electricals Ltd. has introduced its new line of fans with a new campaign called “Fan Nahin Fantastic.” The brand’s most recent product line meets the needs of the customers identified in Bajaj Electricals’ consumer research.

The “Fan nahin Fantastic” campaign, which was running on TV, print, digital, and in-store platforms, demonstrates how a fan is capable of much more than just air circulation. McCann Worldgroup India, a creative firm, conceptualized the campaign.

  • ‘We are Family’ Campaign

marketing strategy of bajaj electricals - marketing campaign

We Are Family, a new brand campaign from Onads Communications was unveiled by Bajaj Electricals.

Jignesh Maniar, the founder of Onads Communications, discussed the inspiration for the new campaign and stated, “It’s only when the house has fans, lights, mixers, irons, cookers and other appliances do the house become a home.

The vast Bajaj Electricals range of appliances has been a part of Indian families and homes for the past 75 years and we are nothing less than a family. This was the genesis of the new campaign thought ‘We are family.”

Social Media Marketing 

  • Instagram – 20.7K
  • Facebook –  271K
  • LinkedIn – 233K
  • Twitter – 12.4K
  • Youtube – 27.8K 

Bajaj Electricals has the maximum number of followers on LinkedIn and then Facebook. 

The content on their social media handle is promotional about the campaigns and newly launched products.

SEO Strategies 

marketing strategy of bajaj electricals - ubersuggest seo screenshot

Source – Ubersuggest

SEO is one of the dominant factors in marketing strategy. A good SEO strategy shows that all your efforts in promoting the brand are on the right track and people are getting aware of your brand and products.

As per SEO Analysis, Organic keywords below are considered bad, above 1000 are considered good and above 10,000 are considered amazing. As you can see Bajaj electricals has 23K+ organic keywords which are amazing.

They have a monthly traffic of around 143K which is imposing as monthly visits above 20,000 are considered amazing.

Influencer marketing 

Bajaj Electricals does not use any proper influencer marketing. They did one event as a lightning partner which was Justin Bieber’s world tour in India.

Other than that Bajaj Electricals has not been linked to any major celebrities. Bajaj is the most trusted brand among the Indian Audience but it has not used influencer marketing widely.

E-Commerce Strategies 

Bajaj Electricals has the option to shop now on its official website. You can buy all the products offered by them on their website itself instead of searching for their products here and there. Having a shop now option on the website itself makes it convenient for the customers.

Mobile Apps 

Bajaj Electricals has a few apps available on Google Play Store. They are mentioned below-

  • Bajaj Electricals Service – 3.8 ratings / 50T+ downloads 
  • Bajaj Electricals Parivaar – 3.8 ratings / 1L+ downloads 
  • Bajaj Intranet App – 4.1 ratings / 10T+ downloads 
  • BCCD Smart Connect – 4.3 ratings / 1T+ downloads 
  • Bajaj Cool iNXT – 4.1 ratings / 500+ downloads 

Content Marketing Strategies

Content Marketing also has a significant part in marketing strategy. Content Marketing helps brands to showcase themselves in front of customers. Content Marketing includes blogs, articles and press releases presented by the company.

Bajaj electricals also post blogs on its website as a part of content marketing. Bajaj Electricals is also mentioned in some of the articles by the Economic times.

This brings us to the conclusion of the marketing strategy of Bajaj Electricals.

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What’s unique in the marketing strategy of Bajaj Electricals?

Let’s summarise what we discussed in the article about the marketing strategy of Bajaj Electricals. Bajaj Electricals is one of the most trusted and known names for house appliances in India. One of the reasons for its success is its marketing strategy.

To start Bajaj has wisely analyzed its Segmentation, Targeting and Positioning. 

Bajaj Electricals has launched some amazing campaigns which could directly connect with Indian audiences. Furthermore, they have a good social media and SEO strategy, which shows that they are well-connected with their target audience.

Bajaj Electricals also promotes online shopping along with in-store buying having the option to shop now on their website. 

Long story short Marketing Strategy of Bajaj Electricals is quite impressive. As seen in the article, Digital marketing plays a very significant role in promoting and retaining customers. Even after being a known brand name, Bajaj opts for digital marketing as well to survive and retain their customers.

This shows how dominant digital marketing is at present. If you want to learn this dominant skill then MBA in Digital Marketing and Online Digital Marketing Program helps you to inculcate this skill. 

If you like learning about such secrets of various companies, IIDE Knowledge Portal has it all.

Thank You for your time and to read this article till the end. 

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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