2023 HAVELLS INDIA

Complete Digital

Marketing Strategy

for
HAVELLS
INDIA

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ESTABLISHING A SUCCESSFUL BUSINESS PRESENCE IN A

NEW MARKET, SUCH AS THE UNITED STATES, NECESSITATES
THE IMPLEMENTATION OF A COMPREHENSIVE DIGITAL
MARKETING STRATEGY.

PRESENTED HERE IS A STEP-BY-STEP GUIDE DESIGNED TO

ASSIST HAVELLS IN ENHANCING ITS PRESENCE IN THE US
THROUGH EFFECTIVE DIGITAL MARKETING TECHNIQUES.

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MARKET RESEARCH
AND ANALYSIS
US LED MARKET RESEARCH

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In 2023, the United States LED market is

estimated to be valued at USD 11.59 billion.

Over the forecast period from 2023 to 2028, it is

projected to grow at a Compound Annual
Growth Rate (CAGR) of 9.85% and reach USD
18.54 billion by 2028.

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The US Department of Energy predicts that a

significant portion of energy savings in 2035 will be
attributed to the increasing utilization of LED (light-
emitting diode) lighting. This growth is expected in
various sectors such as industrial buildings,
commercial establishments, and outdoor lighting
applications that require extended operating hours
and high light output.

One of the primary drivers behind the adoption of

LED lighting in the country is the growing demand
for energy-efficient lighting systems.

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Residential LED Light Market

In 2020, the residential sector accounted for 33% of

the total LED light market. It is anticipated that this
share will rise to 56% by 2025 and is projected to
reach a substantial market share of at least 82% by
2035.
These statistics clearly demonstrate that the LED
light market presents an exceptional opportunity
that no one can afford to overlook. The trend
towards increased adoption of LED lighting in
residential settings highlights the immense potential
and attractiveness of this market.

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Outdoor LED lighting in the

United States

In the United States, outdoor LED lighting plays

a crucial role in various significant areas,
including roadway, parking, and exterior building
lighting.

The installation of outdoor LED lighting amounted

to 146 million units in 2020. However, this figure
is projected to increase substantially, reaching an
estimated 256 million units by the year 2035.

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GOALS OF HAVELLS IN
THE US MARKET

Brand Visibility

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Over the past 1.5 years, Havells has experienced a

significant decline in organic traffic within the US
market. To reverse this trend and boost website
traffic, the brand's awareness must be
heightened, particularly in the US region.

Krut LED, a brand that has been gaining

momentum, presents an opportunity for Havells to
enhance its brand awareness. With substantial
investments planned for brand awareness
campaigns, Krut LED aims to leverage various
channels, including digital and print media, to
maximize its outreach and impact. Havells can
benefit from this partnership to elevate its own
brand presence in the US market.

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Drive US Traffic on Website

The traffic analysis of Havells in the US indicates

a decline in organic traffic since January 2022. To
reverse this trend and increase website traffic for
Havells in the USA, it is crucial to implement a
comprehensive digital marketing strategy.

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One Year-Long Digital Marketing

Phase vise Plan for Havells USA

Phase 1 - Research and Strategy

(1-2 months)
Goal Setting
Goals will be set to increase website traffic, brand
awareness, lead generation, and sales.

Target Audience
Create detailed buyer personas based on
demographics, behaviors, interests, and pain points of
potential customers.

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Channel Selection
Identify the most relevant digital marketing channels
based on the target audience. This will include social
media platforms, search engines, email marketing, content
marketing, and influencer partnerships.

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Phase 2 - Content Creation and Optimization

(3-4 months)

Content Strategy
Develop a content plan that includes blog posts, videos,
infographics, and other valuable content that addresses
the needs and interests of the target audience.

SEO
Implement a search engine optimization strategy to
improve the website's organic visibility in USA on search
engines. Use relevant keywords and optimize them.

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Phase 3 - Social Media and Engagement

(5-7 months)

Social Media Marketing

Establish a strong presence on social media platforms
chosen in Phase 1. Create engaging and shareable
content that aligns with Havells' brand identity.

Paid Campaigns
Launch targeted paid advertising campaigns on social
media platforms and Google Ads to increase brand
visibility and drive traffic to the website.

Community Engagement
Interact with your audience by responding to comments
and messages, and create engaging posts. Boost
engagement with contests, polls, and giveaways that
spark interest and interaction.

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Phase 4: Lead Generation and Conversion

(Month 8-9)
Email Marketing
Build and nurture an email subscriber list through lead
magnets and compelling content. Send personalized
email campaigns to convert leads into customers.
Landing Pages
Create dedicated landing pages for specific products or
offers to capture leads and drive conversions.

Retargeting ads Campaigns

Utilize retargeting ads to re-engage users who previously
visited your website but didn't complete a conversion.
Employ tools like Facebook Pixel and Google Remarketing
to effectively reconnect with these potential customers,
reminding them of your offerings and encouraging them
to take the desired action.
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Phase 5: Measurement and Optimization

(Month 10-12)
Analytics and A/B Testing

Continuously monitor key performance indicators and

Conduct A/B tests on various elements of the digital
marketing campaigns, such as ad creatives, landing page
designs, and email subject lines, to optimize for better
results.
Adjustment
Based on the data and insights gathered, make necessary
adjustments to the strategy to improve performance and
achieve the set goals.

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Brand
AWARENESS
Networking and Events:
Participate in industry trade shows, conferences, workshops, and
community events.

Public Relations:
Collaborate with media outlets to feature your brand in newspapers,
magazines, radio, and TV. Press releases, interviews, and news
articles can boost visibility.

Community Involvement:
Support local charities, sponsor local events, or organize community
outreach programs. Establishing a positive image in your community
enhances brand recognition.

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Branded Merchandise:
Distribute branded promotional items like pens, mugs, or T-shirts.
These items serve as tangible reminders of your brand.

Outdoor Advertising:
Use billboards, banners, transit ads, and vehicle wraps to reach
audiences outside of the digital world.

Word-of-Mouth:
Encourage satisfied customers to refer others. Positive word-of-
mouth recommendations hold significant influence.

Partnerships and Collaborations:

Collaborate with complementary businesses for joint promotions or
events, expanding your brand's reach.

Direct Mail:
Send well-designed physical mailers to targeted audiences,
conveying your brand's message and offerings.

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Influencer and Celebrity Endorsements:

Partner with local influencers or celebrities whose values align with
your brand.

Branded Packaging:
Unique, visually appealing packaging can leave a lasting impression
on customers.

Trade Publications:
Publish articles in industry-specific magazines or newsletters to
position yourself as an expert in your field.

Workshops and Seminars:

Host educational workshops, seminars, or webinars that showcase
your expertise and create brand authority.

Sponsorships:
Sponsor sports teams, cultural events, or local organizations to
establish brand recognition in relevant contexts.

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Search Engine Optimization

To improve Havells' organic search rankings on
search engines like Google, it's essential to optimize
the website for relevant keywords and phrases.
This process involves keyword research, creating
high-quality content, and building authoritative
backlinks specifically from US either paid or free
links pointing to Havells or associated websites.

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Content Marketing
Develop valuable and informative content that
addresses the pain points and needs of Havells'
target audience in the USA. This content can include
blog posts, articles, guides, and videos. Share this
content on social media platforms and relevant
online communities to attract traffic back to the
website.

To improve Havells' brand presence in the US market

through content marketing, the following
strategies to be implemented:

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Educational Blog Posts

Create informative and educational blog posts
related to electrical products, home improvement
tips, energy efficiency, and the latest industry
trends. This content can position Havells as an
expert in the field and provide value to potential
customers.

Product Reviews and

Comparisons
Publish in-depth product reviews and
comparisons that showcase Havells' offerings,
highlighting their unique features and advantages
over competitors. This can help potential
customers make informed purchase decisions.

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Video Content
Leverage the power of video content to showcase
product functionalities, provide installation guides,
and share customer testimonials. Engaging and
informative videos can significantly enhance brand
credibility while offering users a clearer
understanding of Havells' products.

Infographics
Create visually appealing infographics that present
industry statistics, electrical safety tips, or energy-
saving practices. Infographics are shareable and can
attract more visitors and help in brand promotion in
US.

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Webinars and Live Events

Organize webinars or live events centered around
topics such as electrical safety, smart home
solutions, or energy conservation. These interactive
sessions provide an excellent platform for Havells to
directly engage with potential customers, showcasing
their expertise and knowledge in the industry.

E-books and Guides

Provide downloadable e-books or guides
addressing topics such as "Enhancing Home
Electrical Safety" or "Selecting the Perfect Lighting
for Your Space." This strategic approach will help
Havells to promote brand within the USA audience.

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User-Generated Content
Promote the sharing of customer experiences with
Havells' products through testimonials, reviews, and
user-generated content. This fosters trust and
authenticity, enhancing the Havells brand reputation
in the US market.

Guest Blogging
Engaging in external guest blogging can
significantly enhance Havells' brand awareness in
the USA. Through this approach, Havells can attract
new audiences while establishing itself as a
respected thought leader within the industry. As a
result, the company can enjoy increased visibility
and credibility, fostering a positive impact on its
brand presence in the US market.
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Case Studies
Highlighting real-life success stories of US customers
who have benefited from using Havells' products can
effectively showcase the practical application and
positive impact of Havells' offerings in the USA. By
presenting case studies, potential customers can
gain valuable insights into how Havells' products
have solved specific challenges and improved the
lives of real people. These success stories serve as
powerful testimonials that can build trust and
credibility for the brand in the US market.

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Social media marketing

Social media marketing is a powerful tool to promote
Havells in the USA and increase brand awareness
among the target audience.

Social Media Campaigns

Create platform-specific content for social media
channels such as Facebook, Instagram, and LinkedIn.
Craft visually appealing posts, engaging short
videos, interactive polls, and exclusive behind-the-
scenes glimpses of Havells' operations. Paid
promotional activities on these social media
platforms can significantly boost brand promotions
for Havells in the USA.

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Contests and Giveaways

Havells can leverage contests and giveaways as
effective marketing tactics in the US market to
engage with customers, increase brand visibility, and
foster brand loyalty.
Here's how Havells can run contests and giveaways:

Social Media Contests

User-Generated Content (UGC) Campaigns
Vote-Based Contests
Caption Contests
Referral Contests
Giveaways
Seasonal and Holiday Campaigns
Collaboration Contests

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Paid Promotional Activities

Havells can utilize various paid promotional
activities to enhance its branding in the USA. Some
effective options are:
Google Ads
Social Media Advertising

Influencer Marketing
Display Advertising
Remarketing Campaigns
Podcast Advertising
Promotional Partnerships
Native Advertising

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Continuously evaluate and adjust the digital

marketing strategy based on performance metrics
and market trends.

Stay updated with the latest digital marketing trends

and innovations.

By following this step-by-step digital marketing

strategy, Havells can effectively increase its presence
in the United States, reach its target audience, and
establish a strong brand image in the competitive
FMCG market. Remember that digital marketing is an
ongoing process, so staying adaptable and open to
adjustments based on data insights is crucial for long-
term success.

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Product Differentiation
Havells can focus on product differentiation in the
US market by highlighting the unique features and
benefits of its electrical products. Some ways Havells
can differentiate its products are:

Energy Efficiency
Quality and Durability
Safety Features
Product Range
Environmental Responsibility

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Channel Development
Havells can prioritize strengthening partnerships
with distributors, retailers, and other key
stakeholders in the US market. This strategic
approach will help Havells expand its reach and tap
into a wider customer base.

Innovation
Havells should maintain a continuous focus on
innovation, regularly introducing new products and
solutions that are specifically tailored to meet the
unique needs and demands of the US market.

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Sustainability
Showcase how Havells cares about the environment
and follows eco-friendly practices, appealing to
customers in the US who value sustainability.

Market Positioning

Present Havells as a dependable and trustworthy

brand known for providing top-quality electrical
solutions.

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Profitability
Attain steady and profitable growth
in the US market, making a significant
contribution to the overall success of
the business.

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