In the previous blog, we learned about the detailed SWOT analysis of Havells India. In this blog, we are going to elaborate on the marketing strategy of Havells India – India’s Premium Electrical and Power Distribution brand.
The objective is to learn and gain insights into Havells and how it became India’s premium brand of Electrics and Power, also Havells aims to become the largest premium Electrical and Power industry in India.
Every company has an end goal of diversifying, scaling, and generating higher revenue. To develop a substantial income, the products have to be good, but the marketing strategy also has to do so. The world has been gradually shifting towards newer forms of marketing, and one such form is digital marketing.
So, if you wish to do a big business, you need to know the ABCs of digital marketing. To learn that, check out IIDE’s free Masterclass on Digital Marketing 101 by our CEO and Founder, Karan Shah.
We will learn the entire marketing strategy of Havells India by the end of this blog. Let’s start with the company’s story, target audience, and digital presence before delving deeper.
About Havells India – Overview of the Company
Havells India Limited is a major electrical equipment company and a major power distribution equipment manufacturer with a strong global presence. Havells enjoys very admirable market supremacy across a wide spectrum of products, including industrial & domestic circuit protection devices, cables & wires, motors, fans, modular switches, home appliances, air conditioners, electric water heaters, and power capacitors, luminaires for domestic, commercial and industrial applications.
Havells India has been in the business of electrical equipment since 1958 and it is an Indian company based in Noida founded by Qimat Rai Gupta. The electronic brands which are leading in the Indian market are owned by Havells India such as Havells, Lloyd, Crabtree, Standard Electric, Reo and Promptech.
More than 4000 professionals work at Havells India and the dealer’s community consists of 14000 plus with 29 branches in the country. Also, the company products are available in 60+ countries with manufacturing plants at 13 locations in India including Haridwar, Baddi, Sahibabad, Faridabad, Alwar, Neemrana and Ghiloth etc.
Over 90% of Havells India product offerings are energy efficient and manufactured in-house and that makes Havells – India’s most distinctive brand being preferred choice in electronic products by Indian and international households.
| CEO | Anil Rai Gupta |
|---|---|
| CMO | Prasanta Mohapatra |
| Area Served | over 50 countries |
| Industry | Electrical and Power Distribution |
| Market Share/ Revenue | USD 1.4 billion per year |
| Vision | To be a globally recognised corporation known for excellence, governance, consumer delight and fairness to each stakeholder including the society and environment in which we operate. |
| Tagline | Passion is in everything Havells does |
Marketing strategy of Havells
Segmentation, Targeting & Positioning
Segmentation
- The LED market is divided into three end-user segments:
1) Business
2) Outdoor/Industrial and
3) Residential
- Commercial Segmentation -: The most important feature that commercial organisations look for when purchasing an LED is its ability to save energy, and Havells targets this sector by offering LEDs that save up to 80% of energy.
- Industrial/Outdoor Segmentation-: The high power factor is a vital factor in this type of segment. Havells is one of the few companies in the lighting category which also provides LEDs, especially for this purpose.
- Residential Segmentation -: This segment includes lighting used in homes. The primary motivator is cost, with traditional style form factors dominating this market.
Targeting
The segments which Havells has been primarily targeting are residential consumers with its low-cost and energy-efficient products like Delite and Lumeno LEDs which reduce the electricity bill by 50%.
Positioning
Havells’ positioning strategy has always taken its competitors by surprise. Havells has created a brand recall unlike any other thanks to aggressive branding, particularly on television. Catchphrases like “Shock Laga Kya” and advertisements like “Rimpoche” and “Happy LED Diwali” have become iconic. Apart from that, it has sponsored popular TV shows such as “BIG BOSS,” which has only increased the value of its brand.
Marketing Campaign
Havells India has launched a new marketing campaign – Mahaul Banaye Rakhna’ for its consumer lighting category. The brand is taking a more serious stance in this campaign when discussing the role of lights in our daily lives.
Havells, a creative agency, conceptualized and created the campaign. The brand is associated with the notion that a house is nothing more than four walls and a roof. It’s the people who live in them, their stories, personalities, and personal touches that make these four walls a home.
It aims to establish a deeper connection with the audience and how Havells Lighting will play a role in keeping the vibe of their homes alive. The poetic narration is further enhancing the gravitas of the thought and creates a clutter-breaking communication.
Havells India has launched a new marketing campaign – ‘StopMeriGroomingPeAssume’ for its consumer beauty category. The brand is taking a more serious stance in this campaign when discussing the role of Hairdryer in women’s beauty.
Havells, a creative agency, conceptualized and created the campaign. The brand is associated with the notion that a woman’s beauty is the centre of attraction. It aims to establish a deeper connection with the audience and how Havells will play a role in keeping the beauty vibe of the women. The poetic narration is further enhancing the gravitas of the thought and creates a clutter-breaking communication. The marketing campaign was very successful with more than 2 million views.
Havells organized many campaigns to strengthen the school infrastructure. Havells company recycles the waste wood across its manufacturing plants and converts them into tables and benches which are donated to the government schools in Alwar, Neemrana and Haridwar. The company donated over 700 sets of tables and benches. This helped lots of government plus private schools.
Social media marketing
Facebook: 564k followers
Instagram: 100k followers
LinkedIn: 289k followers
Twitter: 50.6k followers
Havells has the most followers on Facebook crossing almost 564k. It is the most active on Facebook posting almost every day about the various ongoing contests, product launch events, sales, giveaways, live videos with its board of members, etc.
SEO Strategies
SEO is still one of the most cost-effective ways to market your products in the long run. These days most businesses have started investing more in SEO.
As per Ubersuggest data, Havells India has done decently good work with SEO Strategy. Havells India’s organic traffic is around 989Kusers per month, which is good. But Havells India should have a look at its SEO strategy as its other competitors are way ahead in this aspect.
SEO strategy has no other alternative and Havells India seems to lose the battle with its competitors. The data shows that its SEO strategy is good but they have to do better than this to beat the competition. They must improve to keep their brand at top of the Search Engine Page Results.
Influencer marketing
Havells India has launched a film. The film, which stars Shraddha Kapoor and Vicky Kaushal, is intended to enhance consumer awareness about the need for Havells products in their daily life. They have also cast many TV serial actors in their marketing videos.
Influencer marketing extends your brand’s reach and increases its standing in the industry. By following your brand on social media, users can learn more about your company, your story, and the products or services you offer. One of the most visible benefits of social media marketing is the role influencers play in increasing brand awareness.
Mobile Apps
We could not find any Mobile App of Havells.
Content Marketing Strategies
Havells India unusually developed ads. Its advertising has traditionally been caustic, funny, and ironic. The advertisements are one-of-a-kind in that they are all satirical and sarcastic. People enjoy these advertisements because they make them laugh while simultaneously offering vital information. Content marketing is a very important and effective aspect of the marketing strategy of Havells India. Havells India has been relatively much more active in this section than others by posting different articles on their website.
This ends our elaborative marketing strategy of Havells India. Let us conclude our learning below from the marketing strategy of Havells India.
What’s Unique in Havells’s Marketing?
Havells India is a successful company with a unique marketing strategy. They market their products with a socially relevant topic which helps them to beat their competitors in the market. Overall, the marketing strategy of Havells India Industries is good but in our opinion, Havells India industry should invest more in its marketing strategy than its ventures.
Digital Marketing is extremely important in today’s age. With the increasing importance of digital marketing, learning about the growing field is an important step. If you would like to learn more and develop skills, check out IIDE’s 4 Month Digital Marketing Course to learn more.
We hope this blog on the marketing strategy of Havells India has given you a good insight into the company’s marketing strategies.
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