Marketing Mix of Havells and 4Ps (Updated 2023)

The Marketing mix of Havells analyses the 4Ps of Havells, which includes the Product, Price, Place, and Promotion of Havells. Havells is a public company of Indian origins. It is associated with the electrical equipment industry and deals with several products relating to domestic and industrial circuits. The company was founded in 1958 by its founder, Qimat Rai Gupta. Havells owns several global brands like Luminance, Concord, Sylvania, and Crabtree. It has targeted builders, dealers, distributors, and construction companies as its target customers. Some of its rival companies are as follows –

• Bajaj Electricals
• Crompton Greaves
• ABB Limited
• PolyCab
• Phillips
• RR Cables
• Finolex

About Havells

• Type: Public limited company
• Industry: Electrical and electronics manufacturing
• Founded: 1884
• Founder:  Qimat Rai Gupta
• Headquarters: Faridabad, Haryana, India
• Area served: India, Africa, and Europe
• Key people: Anil Rai Gupta (Chairman) and D K Agarwal (CEO)
• Number of employees: 25,000

Havells Product Strategy

Havells is one of the top FMEG companies in India, with a wide range of diversified product portfolios. It has a strong footprint in the global market because of its qualitative products, some of which are as follows-

• Kitchenware- It includes Bakeware and Cookware items like Pressure cookers, Cookware sets, Hand blenders, and Choppers.
• Home decorative- It includes products related to Lighting like CFL Bulbs, Recessed Lights, LED Lights, LED Bulbs, and decorative lighting fixtures like Ceiling Lights, Lamps, and Wall Lights.
• Hardware and Tools- It includes Electrical items like Lighting Fixtures, Electrical Spares and Hardware, Bells, Water Pumps and their accessories, Automation and Switches, Wires, and Extension Cords.
• Appliances- It includes Home Appliances like Air Purifiers and Iron, Large Appliances like Heaters, Geysers, Fans, Microwaves, and Air Coolers, and Kitchen Appliances like Food Processors, Choppers, Hand Blenders, Sandwich Makers, Toasters, Electric Kettle, Coffee Maker, Electrical Cooker, Induction Cooktops, Grinders, Mixers and Juicers.

The product mix of Havells in 2023 is as follows(Source)

1. Electrical Switches and Accessories: Havells manufactures a variety of switches, sockets, dimmers, and other electrical accessories for residential, commercial, and industrial use. Some popular series include “Havells Oro,” “Havells Coral,” and “Havells Reo.”
2. Wires and Cables: Havells produces various electrical wires and cables for multiple applications, including house wiring, industrial, and power transmission.
3. Lighting: Havells offers various lighting products, including LED lights, CFLs, tube lights, decorative lighting, and outdoor lighting solutions.
4. Fans: Havells manufactures ceiling fans, pedestal fans, wall-mounted fans, and exhaust fans, among others. They have energy-efficient models and stylish designs.
5. Home Appliances: Havells produces a range of home appliances, including kitchen appliances like mixers, grinders, and juicers, as well as small appliances like irons and water heaters.
6. Water Heaters (Geysers): Havells offers electric water heaters (geysers) for both instant and storage water heating needs.
7. Air Coolers: Havells manufactures air coolers to provide cooling solutions in hot and dry climates.
8. Switchgear: They produce various switchgear products for electrical protection and control in residential, commercial, and industrial settings.
9. Cables and Wires: Apart from electrical wires and cables, Havells also manufactures specialized cables for data transmission and communication applications.
10. Electrical Distribution Boards: Havells provides distribution boards, circuit breakers, and related electrical distribution and safety products.
11. Industrial Products: Havells offers a range of industrial products, including motors, capacitors, and power distribution solutions.
12. Solar Products: Havells has ventured into the solar energy sector with products like solar panels, inverters, and solar water heaters.
13. Switches and Switchgear: Havells produces a variety of electrical switches and switchgear products for residential, commercial, and industrial use.
14. Air Purifiers: They offer air purifiers designed to improve indoor air quality by removing pollutants and allergens.

Havells Place Strategy

Havells is an Indian company with an international presence in nearly fifty countries. It has ninety-one representative offices, which are served by an efficient workforce of six thousand and five hundred employees. Havells’ headquarters is in Noida, India.

By the end of 2013, in India, the company had twelve manufacturing facilities in places like Neemrana, Alwar, Faridabad, Noida, Baddi, and Haridwar. Its six overseas manufacturing plants are across Africa, Latin America, and Europe. It has a robust global channel that includes twenty thousand distribution networks.

It includes services of thirty-five thousand retailers and four thousand three hundred wholesalers in India. Its first R&D facility is situated in Noida, India. To encourage direct dealing with customers, the company has opened a one-stop outlet, Havells Galaxy, to meet every lighting and electrical need. Havells has already opened eighty such outlets, with plans for several more in other cities.

Here are five key elements of Havells’ place strategy:

1. Extensive Distribution Network: Havells has established an extensive network of distributors, dealers, and retailers across India and in many international markets. This ensures that their products are readily available to customers in urban and rural areas.
2. Retail Presence: The company maintains a significant retail presence through Havells Galaxy showrooms and authorized dealers. These exclusive outlets allow customers to explore and purchase Havells products, fostering brand loyalty.
3. E-commerce Presence: Havells has a solid online presence through its official website and partnerships with leading e-commerce platforms. This allows customers to conveniently purchase products online and have them delivered to their doorstep.
4. Industrial and B2B Focus: Havells also focuses on the B2B (business-to-business) segment by collaborating with industrial and commercial clients, contractors, and builders. This ensures that their products are incorporated into various construction and infrastructure projects.
5. International Expansion: Havells has expanded its reach to international markets, ensuring its products are available globally. This includes establishing subsidiaries, distributorships, and partnerships to cater to customers’ electrical and consumer electronics needs outside of India.

Havells Pricing Strategy

Havells has been projected as a premium brand offering qualitative products. It has adopted a premium pricing policy for all its items. Dealers are interested in Havells products irrespective of high prices because they provide quick turnover, and customers are also comfortable with this high pricing strategy because they realize it is value-based.

Consumers are now willing to spend the extra cash if it is a worthy item. As Havells has been marketed as a high-quality brand, it has successfully maintained its pricing policy in the global market. Havells offers periodic and festive offers and incentives like discounts and gifts to attract and maintain its customer base.

Here’s an analysis of Havells’ pricing strategy:

1. Value-Based Pricing: Havells primarily employs a value-based pricing strategy. They position themselves as a premium brand known for quality and innovation. As such, they price their products at a premium compared to competitors in exchange for the perceived superior value they offer.
2. Product Segmentation: Havells segments its product offerings based on features, quality, and performance. This allows them to offer various products at various price points, catering to different customer segments. For example, they have basic models with competitive prices and high-end, technologically advanced products commanding premium prices.
3. Promotional Pricing: Havells often uses promotional pricing tactics, such as discounts, bundles, and special offers, to stimulate sales during specific seasons or events.
4. Skimming Strategy: Havells adopts a skimming pricing strategy for innovative and technologically advanced products. They initially set high prices to capture early adopters and maximize profits from customers willing to pay a premium for the latest features and designs.
5. Competitive Pricing: In highly competitive markets, Havells employs competitive pricing to remain relevant and capture market share. They monitor rival brands’ prices and adjust their prices to remain competitive without compromising on product quality.

Havells Promotion Strategy

Havells has a global presence and has adopted several marketing policies to maintain its brand awareness amongst consumers. The company has launched several informative campaigns aired on radio and television channels.

Ads are also displayed in newspapers, magazines, and hoardings. The brand has been involved in sponsorship deals of cricketing events like the T20 World Cup, IPL Season 1&2, Champions League, and Champions Trophy.

Havells employs an integrated promotion strategy, including digital and traditional advertising, participation in trade shows and exhibitions, and influencer partnerships to create brand awareness and highlight product innovation. They emphasize quality, energy efficiency, and safety features to resonate with their target audience and build consumer trust. Additionally, Havells frequently runs promotional campaigns and offers discounts to engage customers and drive sales.

Havells has taken care of its employees by providing several beneficial plans for them. It offers its retailers medical insurance plans. The company has a good reputation and has participated in several schemes and events to increase its brand awareness.

Havells offers extra incentives, lucky draws, and discounts during these meets. It is the first company related to the FMEG Sector that provides doorstep services.

Some Recent Video ads and Print ads of Havells are:

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