The Marketing mix of Khaitan Fans analyses the 4Ps of Khaitan Fans, which includes the Product, Price, Place, and Promotion of Khaitan Fans. Khaitan Fans is associated with the the industrial products industry and deals in electrical equipment manufacturing. It is an Indian company synonymous with quality and has been able to carve a market of its own. Khaitan Fans was founded in 1971 by its founder, S. K. Khaitan, who was known as Khaitan Electricals Limited. Some of its main competitors are as follows-
- Crompton Greaves
- Orient Fans
- Bajaj Electricals
- Havells India
- Usha
About Khaitan Fans
- Type: Manufacturer of Electrical appliances
- Industry: Electrical appliances
- Founded: 1937
- Founder: Bhola Nath Khaitan
- Headquarters: Kolkata, West Bengal, India
- Area served: India
- Key people: Saurabh Khaitan, Managing Director
- Number of employees: Approximately 2,000
Table of Contents
Khaitan Fans Product Strategy
Khaitan Fans is one of the top companies dealing in domestic appliances via the manufacturing and marketing of fans. It has established itself as a pioneer company in air-management technology. Brand Khaitan is renowned for innovative ideas that culminate in designing a modern concept with the newest technology.
Khaitan has been a major player in the manufacturing fan market. Still, in recent years, it has diversified its product portfolio to include circuit breakers, wires, cables, cabin fans, home appliances, lights, and pumps. Brand Khaitan is tantamount to novel designs, great performance, and good quality. Khaitan Fans have become a household name in godowns, factories, offices, shops, and homes. Some of its varieties are as follows-
Domestic fans
- Cabin Fans
- Pedestal Fans
- Ceiling Fans
- Fresh air Fans
- Cooler Fans
- Table Fans
Industrial Fans
- Axial Flow Fan
- Man Coolers
- Air Circulators
- HD Exhaust Fan
Newly launched
- Bullet36
- HS 50 DECORA
- SUPER HI BREEZE
- ZEDD
- LAVEGA
- HUNAR
- VENTO PREMIUM
- VERSA
The product mix of Khaitan Fans in 2023 is as follows(Source)
- Ceiling Fans: These are the most common types of fans found in homes and offices. Khaitan’s range often includes a variety of designs and features like energy efficiency, different blade sizes, and aesthetic styles to match interior decor.
- Table Fans: Portable and convenient, table fans are designed for personal use and can quickly move around. They often come with adjustable speeds and oscillation features.
- Pedestal Fans: Similar to table fans but with longer stands, these fans are ideal for circulating air in larger areas. They usually have adjustable heights and heads that can tilt.
- Wall-Mounted Fans: These fans are mounted on walls to save floor space. They are commonly used in commercial spaces or homes with limited floor space.
- Exhaust Fans: Essential for ventilation, especially in kitchens and bathrooms, exhaust fans help remove moisture, smoke, and odors.
- Industrial Fans: These are heavy-duty fans designed for industrial applications. They are larger and have higher air circulation capabilities compared to residential fans.
- Energy-Saving Fans: Focusing on sustainability and cost-saving, Khaitan may offer energy-efficient models that consume less electricity.
Khaitan Fans Place Strategy
Khaitan Fans has extended its presence to most parts of India with the help of nineteen offices nationwide. It started its operations from Kolkata and, with time, started exporting to neighboring countries. Manufacturing factories of Khaitan are in Kolkata, Hyderabad and Faridabad and its branch offices are in New Delhi, Kanpur, Mumbai, Ghaziabad, Ahmedabad, Indore, Bengaluru, Chennai, Rishikesh, Chandigarh, Jaipur, Punjab, Hyderabad, Cuttack, Kochi, Raipur, Patna, Guwahati and Kolkata.
Its product sales services are readily available because of a strong distribution network that includes three thousand five hundred dealers and distributors. Highly efficient and motivated employees and excellent after-sales services have helped the brand maintain its position as one of the best companies. One can obtain a product of Brand Khaitan from any electrical shop, supermarket, hypermarket, or mall.
The place strategy of Khaitan fans is as follows:
- Wide Distribution Network: Khaitan Fans utilizes an extensive distribution network, encompassing both urban and rural areas, ensuring their products are available across various regions in the country.
- Retail Partnerships: The company partners with many retail outlets, including electronics stores, home appliance shops, and large retail chains, making it easy for customers to access their products.
- Online Presence: Recognizing the importance of digital sales channels, Khaitan Fans has a robust online presence, selling through its website and popular e-commerce platforms.
- Service Centers and After-Sales Support: Khaitan maintains several service centers across locations to provide adequate after-sales support, enhancing customer satisfaction and trust.
- International Markets: Apart from a strong domestic presence, Khaitan also taps into international markets, exporting to various countries, thus diversifying its market base and reducing dependence on local markets.
Khaitan Fans Pricing Strategy
In a country like India, fans are a necessity. Over the years, its features have evolved from a simple fan to a multicolor-designer fan operated by a remote control. As the involved technology is deficient, it has resulted in the wide entrance of small-scale manufacturers. Khaitan faces fierce competition from both small-scale producers and already-established companies.
The market for fans is seasonal. Moreover, its production cost is increasing daily. It has a direct impact on the profit margins. The rural market occupies nearly 40% of the market share. Khaitan Fans has adopted a competitive and penetration pricing policy for its products and kept its prices affordable and reasonable so that they seem pocket-friendly to its customers.
The Khaitan fan’s pricing strategy is as follows:
- Competitive Pricing: Khaitan Fans sets competitive prices within the fan industry, aiming to offer better value for money than their competitors. This approach attracts price-sensitive customers and positions them firmly against other market players.
- Product Segmentation Pricing: Recognizing the diverse needs of their customers, Khaitan Fans adopts segmentation pricing. They offer products at various price points, from budget-friendly models for cost-conscious consumers to premium fans with advanced features for those willing to pay more for higher quality or specific functionalities.
- Value-Based Pricing: Understanding customers’ value perception, their pricing strategy is cost-driven and value-oriented. They price their products based on the perceived value they offer, such as energy efficiency, design aesthetics, durability, and brand reliability.
- Promotional Pricing: To stimulate sales and attract customers, Khaitan Fans occasionally engages in promotional pricing strategies like discounts, seasonal sales, and bundle offers. This approach helps clear inventory, attract new customers, and maintain market competitiveness.
- Dynamic Pricing: In response to market changes, competitor pricing, and demand fluctuations, Khaitan adapts its pricing strategy. This dynamic approach allows them to stay relevant and responsive in a rapidly changing market environment.
Khaitan Fans Promotion Strategy
Khaitan Fans has a reputation for being an undisputed leader in the Indian consumer market, and this has been possible because of its promotional policies. The brand has launched several ad campaigns shown via electronic media on popular television and radio channels. Khaitan fan brands have also taken the help of print media and displayed their ads in newspapers, on the back and sides of vehicles like trucks, tempo, auto-rickshaws, and magazines.
Billboards are placed in popular and populated places to gain maximum coverage in print media. Brand Khaitan has roped Indian actress Karisma Kapoor as its brand ambassador, and several ad campaigns with her have been shot and aired. It has received an ISO 9001 certificate for its factories in Hyderabad and Kolkata. The brand knows its social responsibility and has funded colleges, schools, and hospitals.
Khaitan Fans employs a multi-channel promotion strategy focused on:
- Digital Marketing: Leveraging social media, online advertising, and SEO to reach a broad, tech-savvy audience and enhance brand visibility.
- Traditional Advertising: Using print, television, and radio ads to target a diverse demographic, reinforcing brand recall and trust.
- Sales Promotions and Partnerships: Implementing seasonal sales, discounts, and strategic partnerships with retailers and e-commerce platforms to boost sales and market penetration.
Some Recent Video ads and Print ads of Khaitan Fans are:
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