Bajaj Electricals is one of the India’s largest consumer electrical

equipment manufacturing company . Bajaj Electricals is a leading brand

name in electrical equipment and appliances in India. The products of
Bajaj Electricals mainly cater to the domains of luminaries, consumer
products, engineering procurement and construction (EPC) and exports.
The luminaries mainly target the segments like industry, cityscape,
commercials and infrastructure with its products like LED, accessories
and light sources.

Since the company is operating in a large number of products categories

so clearly defining the population characteristics will help Company to align
its strategy for customer acquisition. Bajaj Electricals uses a mix
of demographic and psychographic segmentation strategies.

In order to serve the customers with its offerings meant for the particular
segment, it uses differentiated targeting strategy.

Our vast distribution network of distributors and retailers enables us

to make our products available to consumers across the country.

We consistently delivered industry beating growth in our Consumer

Products business, despite the challenging business environment. The
growth was achieved through our consistent focus on growing our
distribution reach through

 The geographic segmentation divides the market according to geographic areas, like-
city, country and region.
 The demographic segmentation will require Philips to divide market according to
demographic characteristics, like- gender, age, income and ethnicity.
 If Philips chooses behavioural segmentation, then customers will be divided according to
their buying pattern like usage frequency, benefits sought, usage occasions and brand loyalty.
 Use of psychographic segmentation will result in customers' grouping according to their
lifestyles, interests, attitudes, values and traits.
Poistioning

It has positioned itself as a company offering all sorts of white goods,

consumer durables products under one brand and at the same time
connect with youth, since India has 65% of the population under the age of
35 years.
The Company comes under umbrella brand structure of Bajaj Group, a
conglomerate with more than 75 years of existence and which have a
presence in diverse businesses such as Automobile, insurance, financial
services and ancillary businesses.