Marketing Mix of Havells analyses the brand/company which covers 4Ps (Product, Price, Place,

Promotion) and explains the Havells marketing strategy. The article elaborates the pricing,
advertising & distribution strategies used by the company.
Let us start the Havells Marketing Mix:

Product:

The product strategy and mix in Havells marketing strategy can be explained as follows:
Havells India is a leading Fast Moving Electrical Goods company. Havells has also got one of
the biggest product basket. The product portfolio in the marketing mix of Havells India can be
divided into 2 segments:
• Consumer products: It covers products sold in B2C (Business to Consumer) market. Product
offered by Havells are Fans (ceiling, table, exhaust, pedestal fans), Lighting (consumer, CFL,
LED lights), appliances (cooking, brewing, garment care appliances), switches, switch gear,
water heater, air purifier, flexible cables, Air cooler, pumps.
• Industrial products: It covers product sold in B2B (Business to Business) market. Products sold
by Havells in this category are Heavy duty fans (air circulators, Exhaust fans), professional
lighting (LED luminaries, street lights etc), reactive power solution (LV PFC
capacitors,agricultural duty capacitors etc), cables (HT power cables, LT power cables etc) ,
switch gears, motors.
Havells is focused on extending its product portfolio through use of technology to bring new
Lifestyle based products like Air fryer, Air purifier, Home automation. From 2015, Havells is
targeting ‘Integrated Automation and Control Solutions’ segment which focuses on products to
enhance customer lifestyle.
Image: company website

Price:

Below is the pricing strategy in Havells marketing strategy:

Havells India follows a competitive pricing strategy due to presence of competition from other
big players like Phillips, Bajaj electrical, Anchor etc. Havells has always emphasized on
providing quality product to its customers even some of the products may cost higher but all the
products are nearby in the same price range as that of competitor’s. Also Havells as a part of
Make in India initiative focuses on building products within India like Automatic Changeover
with Current Limiter (ACCL) and MCB manufactured in India. Due to in-house manufacturing
the company is able to control pricing as raw material is available at low cost in India. As a
result, about 90% of the total revenue comes from Indian manufacturing plants. Havells also
follows value added pricing strategy for some of its premium products like Home automation
products but these are still affordable. This gives an overview on the pricing strategy in the
marketing mix of Havells

Place:

Following is the distribution strategy of Havells:

Havells India has got an extensive distribution network across India covering around 1 lakh retail
stores. Havells has also got 20000 distribution network globally making its distribution strategy
as the differentiating factor as compared to other companies. Hence, the place strategy in the
marketing mix of Havells is mostly dependent on distributors and retailers spread across
geographies. Havells also operates exclusive brand store ‘Havells Galaxy’ that serves both
customer and industrial segment. These stores carry entire range of product offered by Havells
from fans to switches to cables and lighting products. Havells Galaxy store provides customers
with better ambience and convenience. Currently Havells has more than 250 Galaxy stores
across India. Moreover Havells also offers door step service under initiative ‘Havells Connect’.
Havells operates customer service team 24*7 which caters to customers from over 400 districts
in 9 different languages.

Promotion:

The promotional and advertising strategy in the Havells marketing strategy is as follows:
The electrical industry is not generally brand driven. But Havells India has always emphasized
on aggressive marketing strategies where the company spends about 3-4% of sales on advertising
and promoting their brand as compared to just 1% spend by other competitors in electrical
industry. The promotional strategy in the marketing mix of Havells uses media like TV, print,
online etc to spread brand awareness. Havells is known for its ad tagline ‘shock laga kya’ for
promoting their MCBs. Other prominent ads like ‘Wires that don’t catch fire’ for cables
promotion as also a big hit which showed mother son relation beautifully. For fan products
Havells came out with humorous ads ‘bijlee’ Because of all this beautifully designed ad
campaigns Havells scores high share of voice as compared to competitiors like Crompton, usha
etc. Havells has also been a part of event sponsorship for Cricket IPL and TV shows. Havells
utilizes social media to promote their campaigns like ‘Bil chota dil bada’, ‘ Respect for women’
etc. Havells has been able to achieve premium brand image in minds of consumer projecting
Havells as achiever and ambitious brand. This gives an overview of the marketing mix of
Havells.