The Marketing mix of Hawkins analyses the 4Ps of Hawkins, which includes the Product, Price, Place and Promotion of Hawkins. Hawkins is of Indian origin and is associated with the manufacturing and online retailing the consumer products industry. It was founded as a private company in 1959 but was converted to a public company in 1975.
Hawkins manufactures and markets its products and services under several brands like Ventura, Big Boy, Hevibase, Contura, Futura, and Hawkins. The company has the distinction of selling nearly seventy-two million units of a pressure cooker in the global market. Some other brands of its competitors are as follows-
- TTK Prestige
- Bajaj Electricals
- Havells
About Hawkins
- Type: Cookware manufacturing company
- Industry: Consumer goods
- Founded: 1908
- Founder: Shri Dwarkadas Marfatia
- Headquarters: Kolkata, West Bengal, India
- Area served: India, Bangladesh, Nepal, Sri Lanka, Myanmar, Maldives, and Bhutan
- Key people: Brahm Vasudeva (Chairman) and Subhadip Choudhury (CEO)
- Number of employees: 1000
Table of Contents
Hawkins Product Strategy
Hawkins is one of India’s largest pressure cooker manufacturers, and its product portfolio includes several other kitchenware items.
The brand makes eight types of pressure cookers, and its product design includes sixty-five models. Good quality, innovative designs, and the latest technology are some of the vital features of products by the brand Hawkins. Following are some of the items the brand image has in its product kit-
- Kitchenware includes Bakeware and Cookware products like Kadhai, Idli Maker, Steamer, Pans and Pots, Tawa, Cookware Sets and several Pressure Cookers.
- Home Improvement- It includes home utility products like rubber and sealing rings.
- Appliances- It includes kitchen appliances like electric cookers
Some of the most popular food pressure cookers related to food brand Hawkins are as follows-
- Hawkins Classic was the first unit introduced by Hawkins and is still in high demand because it has undergone several improvements and innovations over the years.
- Hawkins Contura has rounded sides and a unique body for better visibility and easy stirring and is available in several capacities like 1.5litres, 5litres, 4litres, and 2litres.
- Hawkins Stainless Steel- It provides uniform heating and is suitable for induction and gas.
- Hawkins Contura Black- is available in sizes 1.5litres, 3litres, 6.5litres, 2litres and 7litres. It has an anodized body, and its lid is stainless steel. This helps in making it energy-efficient.
The product mix of Hawkins in 2023 is as follows(Source)
- Pressure Cookers: Hawkins is renowned for its wide range of pressure cookers, available in various sizes and designs, including traditional aluminum and stainless steel. They offer pressure cookers for different cooking needs, such as cooking rice, steaming, and frying.
- Contura Cookware: Hawkins also manufactures Contura, a line of non-stick cookware that includes frying pans, tawas (flat grills), and kadhai (works).
- Hard Anodized Cookware: Hawkins produces hard-anodized cookware sets, including saucepans, frying pans, deep frying pans, and tadka pans. These products are known for their durability and even heat distribution.
- Futura Cookware: The Futura range features unique designs made from rugged anodized aluminum. Products in this line include various types of pans, saucepans, and cook-and-serve casseroles.
- Induction Cookware: In response to the growing popularity of induction cooking, Hawkins offers a selection of induction-compatible cookware suitable for use with induction cooktops.
- Cooker Accessories: Hawkins also manufactures accessories for its pressure cookers, such as safety valves, gaskets, handles, and more.
Hawkins Place Strategy
Hawkins is a well-known brand name in India, headquartered in Mumbai, Maharashtra. The brand has an international presence in markets in nearly forty countries where its products are readily available. Hawkins caters to the domestic market, contributing to 96% of total sales.
The brand has two regional offices and three plants for manufacturing processes located at Jaunpur in Uttar Pradesh, Hoshiarpur in Punjab, and Thane in Maharashtra. It has dedicated marketing management and nearly eight hundred employees for efficient workings.
Hawkins has a severe business focusing on strong distribution channels so that its products are readily available in every nook and corner of India. It has taken the help of direct dealers to provide diversified products to its customers through utensil shops, supermarkets, hypermarkets, and discount stores.
Here are five key points regarding their place strategy:
- Extensive Retail Network: Hawkins has a well-established network of authorized dealers, distributors, and retailers across India. They strategically position their products in a wide range of brick-and-mortar stores, making them easily accessible to customers in both urban and rural areas.
- Online Presence: Recognizing the importance of e-commerce, Hawkins has an online presence through its official website and authorized e-commerce platforms. This allows customers to purchase their products online, providing convenience and accessibility in the digital age.
- Export Markets: Hawkins has expanded its reach beyond India by exporting its products to various international markets. They collaborate with distributors and partners globally to ensure their pressure cookers and cookware are available to a broader customer base.
- Specialized Outlets: Besides conventional retail outlets, Hawkins may have specialized outlets or brand showrooms to showcase its products, educate customers about their features, and provide a premium shopping experience.
- Customer Service Centers: Hawkins may establish customer service centers or authorized service partners in key locations to support their customers and ensure the proper maintenance of their products. This enhances customer satisfaction by addressing queries, offering repairs, and providing after-sales service.
Hawkins Pricing Strategy
Demand growth for a pressure cooker and other kitchenware products segment is rising in rural areas. Hawkins has tried its best to infiltrate the urban and rural sectors, hence adopting a penetration policy with its brands spread far and wide. It also faces stiff competition from rival companies and has decided to keep its base prices at par with competitors.
It has adopted a competitive pricing strategy that will help the brand undermine the marketing efforts of its rival companies. Hawkins realizes its products are necessary for every kitchen and has adopted a reasonable pricing policy to help consumers make affordable purchases.
- Value-Based Pricing: Hawkins focuses on delivering value to customers through high-quality, durable, and reliable cookware and pressure cookers. Their pricing strategy is rooted in the perceived value of their products, which are often associated with safety, performance, and long-term cost savings.
- Premium Pricing: Hawkins is a premium cookware and pressure cooker brand. They price their products higher than many competitors, emphasizing the superior materials, technology, and craftsmanship that go into each item.
- Skimming Strategy: Hawkins often follows a skimming pricing strategy when introducing new and innovative products. They initially set higher prices for these products to capture the segment of customers who seek the latest features and innovations.
- Competitive Pricing: Hawkins maintains premium pricing and monitors the competitive landscape. They may adjust prices strategically to remain competitive, especially in markets with significant consumer price sensitivity.
- Product Bundling: Hawkins may offer product bundles or sets, which can save costs compared to purchasing individual items separately. This encourages customers to buy more and can increase the overall value perception
Hawkins Promotion Strategy
Marketing strategy is a vital division point of Hawkins’s brand, and it has launched several campaigns to retain its positive brand image and awareness in the consumer market. The company has taken the help of electric and print media, and its ads are shown on several television channels, radio, newspapers, billboards, and magazines.
The company has put a particular onus on its packaging as each unit is packed as a full-color cartoon, making it look attractive. A manual and cookbook are provided with the product, detailed instructions, and a few recipes to make work easier. Every Hawkins product comes with a guarantee; for example, its pressure cooker has a guarantee period of five years.
Hawkins employs a multi-faceted promotion strategy:
- Digital Marketing: Hawkins utilizes online platforms and social media for targeted advertising, product showcases, and engaging content to reach a wider audience.
- In-store Demonstrations: They conduct in-store demonstrations and tastings to showcase product benefits, educate customers, and build trust.
- Brand Endorsements: Hawkins collaborates with renowned chefs and influencers to endorse their products, leveraging their credibility to enhance brand reputation and reach.
Some Recent Video ads and Print ads of Hawkins are:
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