Marketing Strategy of Havells India: Premium Electrical Brand

Havells India isn’t your typical electrical equipment company. Founded in 1958, this Indian electrical goods manufacturer has become a household name for providing high-quality electrical and lighting solutions at competitive prices. They launched a unique business model that quickly resonated with quality-conscious consumers, establishing themselves as a leader in the electrical equipment sector.

This case study dives deep into the marketing strategy of Havells India’s success, exploring their marketing strategy, strengths and weaknesses (SWOT analysis), how they’ve crafted successful campaigns, and how they leverage social media to stay connected with their loyal customer base.

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About Havells India

Source: Google

Founded in 1958 by Qimat Rai Gupta, Havells India has become a leading force in India’s electrical equipment industry. Known for its commitment to quality and safety, the company offers a wide range of products, including fans, lighting, wires, and appliances. Havells’ tagline, ‘Wires that Don’t Catch Fire,’ underlines its dedication to safety.

With a strong global presence, Havell’s marketing strategy boasts a diverse product portfolio that includes industrial and domestic circuit protection devices, cables, motors, and home appliances. The company employs over 4,000 professionals and has a vast distribution network spanning across India and over 60 countries. A significant portion of Havells’ products are energy-efficient and manufactured in-house, making it a preferred choice for Indian and international consumers.

Havells Case Study – What’s New With the Company?

• Havells reported a revenue of INR 13,123 crore for the fiscal year 2023 (source: Havells Annual Report 2023).
• The brand holds a dominant position in the Indian switchgear market with a market share of over 20% (source: Frost & Sullivan, 2023).

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Business News

In 2023, Havells India announced plans to invest INR 500 crore in expanding its manufacturing facilities across India, aiming to increase production capacity and meet growing demand (source: Business Standard).

Product Launch

Havells recently launched a new range of smart home appliances, including IoT-enabled air conditioners and smart lighting solutions (source: Economic Times). As part of Havell’s marketing strategy, the company designed its campaign by keeping in mind the rising demand for connected home products.

Marketing News

One recent marketing strategy of Havells involved the creation of the ‘Making a Difference’ campaign focuses on the brand’s impact on everyday life and its commitment to innovation and quality (source: AdAge India). To understand the thought process behind the formation of such strategies, people study digital marketing online and implement these learnings in their marketing strategies.

Celebrity News

As part of Havell’s marketing strategy, the brand has recently tied up with Bollywood actor Rajkummar Rao to create several advertising campaigns. This has enhanced the brand’s visibility and appeal to a broader audience (source: Bollywood Hungama).

Buyer Persona

A buyer persona is essentially a detailed profile of Havell’s ideal customer. Havell’s marketing strategy is tailored to resonate more effectively with the motivations, likes, challenges and online activities of their buyers.

Based on the detailed breakdown, it’s no surprise that the marketing strategy of Havells India uses social media platforms like Instagram and Facebook to execute their marketing campaigns. Here, Havell’s marketing strategy could incorporate smart home solutions to meet the needs of its target audience.

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Marketing Strategy of Havells

Segmentation, Targeting & Positioning

Market Segmentation

The marketing strategy of Havells India divides the LED market into three primary segments:

• Commercial: Businesses prioritise energy efficiency. Havells offers LEDs that can reduce energy consumption by up to 80%.
• Industrial/Outdoor: A high power factor is crucial in this segment. Havells is a leading provider of LEDs tailored for these environments.
• Residential: Cost is the primary concern, with traditional designs preferred.

Target Market

Havells’s marketing strategy has primarily focused on residential consumers by offering affordable, energy-efficient products like Delite and Lumeno. These LEDs promise to cut electricity bills in half.

Positioning

Havells has built a strong brand image through aggressive marketing campaigns. Its memorable advertisements and sponsorships have created a high level of brand recognition. This distinctive positioning has set Havell’s marketing strategies apart from competitors.

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Digital Marketing Strategy of Havells India

The following is a list of elements that are employed while crafting a digital marketing strategy of Havells India:

Social Media Marketing

• Facebook: With nearly 564k followers, Facebook is a key platform used in Havells’ marketing strategy. The company maintains a high level of engagement through daily posts covering contests, product launches, sales, giveaways, and live interactions with leadership.
• Instagram: While smaller than Facebook, Havells still boasts a respectable 100k Instagram followers.
• LinkedIn: As part of Havell’s marketing strategy, the company leverages LinkedIn’s professional network with a following of 289k.
• Twitter: With 50.6k followers, Twitter seems to be the least emphasised platform for Havell’s marketing strategy.

Havell’s marketing strategy effectively utilises Facebook to build a strong community and drive engagement. The platform serves as a central hub for various marketing initiatives and customer interactions.

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SEO Strategies

SEO is still the most cost-effective marketing strategy of Havells India that helps the company market its products in the long run. These days most businesses have started investing more in SEO.

As per Ubersuggest data (SEO tool for keyword research), Havells India has done decently good work with SEO Strategy. Havells India’s organic traffic (Visitors from unpaid search results) is around 989K users per month, which is good. However, 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 the top of the Search Engine Page Results (Results from search engine queries).

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Influencer marketing

Havells has launched a film featuring Shraddha Kapoor and Vicky Kaushal to increase consumer awareness of the brand’s products. The company aims to highlight the essential role Havells products play in daily life. Additionally, they have incorporated TV serial actors into their marketing videos to broaden their reach.

Influencer marketing is another key component of Havells’ marketing strategy. By leveraging the influence of social media personalities, the brand can expand its audience and enhance its industry reputation. Social media platforms allow consumers to learn about the company, its values, and its product offerings. Ultimately, influencer marketing significantly contributes to increasing brand awareness.

Content Marketing Strategies

Havells India unusually developed ads. Its advertising has traditionally been funny, and ironic. The advertisements are unique for their satirical and sarcastic tone. 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.

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Marketing and Advertising Campaign Designed by Havell’s Marketing Strategy

1. Mahaul Banaye Rakhna

Havells India has introduced a new marketing campaign, ‘Mahaul Banaye Rakhna,’ for its consumer lighting segment. 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, conceptualised 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.

Havell’s marketing strategy 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 deepens the significance of the idea and creates distinctive communication.

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2. StopMeriGroomingPeAssume

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 hair dryers in women’s beauty.

Havells, a creative agency, conceived and developed 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 further enhances the gravitas of the thought and creates a clutter-breaking communication. Havell’s marketing strategy turned out to be a huge success with more than 2 million views.

Source: Google

Havells organised 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 government schools in Alwar, Neemrana, and Haridwar. The company donated over 700 sets of tables and benches. Many people in Mumbai are inspired by the marketing strategies of companies like Havells. This curiosity has encouraged them to enrol for digital marketing courses in Mumbai.

Marketing Strategy of Havells India That Failed

Source: Google

Havells marketing strategy launched its ‘Hawa Badlegi’ campaign in 2019, aimed at promoting gender equality by showcasing progressive and thought-provoking scenarios. The campaign intended to challenge traditional gender roles and encourage a shift in societal norms.

Issue: In 2019, Havells faced criticism for its ‘Hawa Badlegi’ campaign, which was deemed controversial for its portrayal of gender roles.

Backlash: Consumers and social media users criticised the campaign for reinforcing stereotypes rather than challenging them.

Respons: Havells responded by pulling the controversial ads and issuing a public apology, reaffirming their commitment to gender equality and social responsibility.

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Top Competitors That Influence the Marketing Strategy of Havells India

Apart from Havells, many other players can have an impact on Havell’s marketing strategy. Some of these are:

• Philips India: Known for its wide range of lighting and consumer electronics products.
• Bajaj Electricals: Offers a diverse portfolio of appliances, lighting, and electrical products.
• Anchor by Panasonic: Provides high-quality electrical accessories and solutions.
• Legrand India: Renowned for its electrical and digital building infrastructure solutions.
• Polycab: Specialises in cables and wires, along with a growing range of electrical products.

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