A Comprehensive Case Study: NTPC Marketing Strategy

Updated on: Jun 8, 2021
Marketing Strategy of NTPC - A Case Study

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Business Review helped the students from this course present this analysis.

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In this case study, we will go through the marketing strategies of one of the most successful companies of India and it’s none other than National Thermal Power Corporation Limited (NTPC).

NTPC is India’s largest energy conglomerate with roots planted way back in 1975 to accelerate power development in India. It became a Maharatna company in May 2010, one of the only four companies to be awarded this status. It is also one of the greatest places to work. It comes under the top 50 companies to work in India. 

In this case study, we are going to understand the marketing mix of NTPC, competitors of the company and SWOT analysis of NTPC.

Let’s now get into the details by learning more about the company

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About NTPC


Marketing Strategy of NTPC - A Case Study - About


NTPC is mainly known as National Thermal Power Corporation Limited which was established in 1975. It is run by the Government of India. The main business of the company is to generate & sell the electricity to State Electricity Boards in India & supply electricity to state-owned power companies. Also, it has its stakes in coal mining, gas exploration, etc. NTPC is India’s largest power utility with an installed capacity of 62,110 MW (including JVs). 

In November 2004, NTPC became a listed company with the Government of India holding the majority stake. Today, it contributes to 25% of total national power. Globally, NTPC is the 6th largest thermal power generating company. Also, it is recognised as the best company among PSUs and in manufacturing. 

Now that you know about the company, let us understand the marketing mix of NTPC in the coming section.


Marketing Mix of NTPC

The marketing mix is the multiple areas of focus through which a firm promotes its brand or product in the market. The model of marketing mix is based on Product, Price, Promotion & Place. Let’s have a look at each one of them with respect to NTPC in the coming sections


Product Strategy of NTPC

NTPC is India’s leading power generating company.  It produces about 25 billion units of electricity per month. It has 3 types of plants all over India.

  • Thermal Power: Coal-Based and Gas Based Power Plant.
  • Hydro Power: Hydroelectric Power Plant.
  • Renewable Energy: Solar Photovoltaic, Wind Power, Small Hydro Power Plant.

In Uttar Pradesh, it has installed Solar Photovoltaic Power Plants. It is also involved in consultancy works involving project management, engineering, construction operation, etc. Also, it has developed a long-term plan which will help them to become a 128000 MW company by 2032.


Price Strategy of NTPC

NTPC had lined up with the government policy of Power for All. Its goal is to provide a uniform electricity bill across the country. It has adopted a reasonable pricing policy as it is a government undertaking. It has set a benchmark in offering the minimum average power tariff in India. Its pricing decisions also depend upon the state electricity boards as well as government bodies that are purchasing electricity from NTPC.


Place & Distribution Strategy of NTPC

NTPC has a widespread distribution network. There are Fifty-Five locations in India where the NTPC is present. The company has 8 regional headquarters- Patna, Bhubaneshwar, Lucknow, Raipur, Mumbai, Delhi, etc. It also operates in neighbouring countries like Sri Lanka and Bangladesh.  

  • NTPC has 7 Gas based Power Plants in India.
  •  It has 26 power stations that are coal-based and some of them are located at Singrauli, Unchahar, Tanda and Rihand in Uttar Pradesh, etc.
  • There are a total of 12 Hydro-Electric Power plants. 
  • There are 12 Solar Photovoltaic Power Plants in which 11 are operational.


Promotion Strategy of NTPC

NTPC was conferred with Maharatna in the year 2010 by the Union Government of India. The company has a presence on social media on Twitter and Facebook where they post the projects they are Working on or Undertaken.


Marketing Strategy of NTPC - A Case Study - Marketing Mix - Promotion Strategy


They have also run campaigns on Youtube, television ads, and also on newspapers. The company has also developed several policies on environment protection and the importance of resource conservation. 

Now that you have an overall understanding of the company, let us take a look at the marketing strategy of NTPC.


Marketing Strategy of NTPC

NTPC’s main aim is to meet the product demand by increasing the production capacity of the company. By this, they intend to raise the market share price of the company to 25%. The current position is 18-19%.

Given below there are some excellent marketing strategy undertaken by the company:-

  • They have placed their strategies by providing affordable and least tax for power in India.
  • NTPC has embraced an economical way to enhance the power supply.
  • They are also working on developing a new strategy to increase the focus on renewable sources of energy.
  • For economic sustainability, they have undertaken CSR (Corporate Social Responsibility) activities.

Now that we have seen the marketing strategy of the company, next we will be looking at the SWOT Analysis of NTPC.


SWOT Analysis of NTPC

A SWOT analysis is a technique that helps to define the Strengths, Weaknesses, Opportunities, and Threats of a company.  Let’s have a look at each of them and how NTPC frames on these parameters in the coming sections, starting with the strengths of NTPC


Strength of NTPC

  • All the projects undertaken by the company are completed on time and are well planned
  • The company has the support of the Central Government
  • NTPC has 10+ years of experience in the sector which shows its credibility
  • It is also one of the greatest places to work


Weakness of NTPC

  • India’s Electricity Act set the prices
  • Government interference may cause disturbance in operations
  • A decrease in the sources of material can be a weakness for the company
  • Low to No efforts digital marketing and presence


Opportunities of NTPC

  • Focus on creating a strong digital presence
  • Put in extra marketing efforts
  • There are more opportunities in energy consultancy services


Threats of NTPC

  •  High competition with the new growing private sector
  •  An increase in the cost of production can be a threat

Now that we have understood the SWOT analysis of the company, let us further look at the competitors of NTPC.


Competitors of NTPC

There are many competitors of NTPC such as TATA Power, TPL, Adani Power, etc. The competitive rivalry is low but these large private organizations are also fighting for fortune. Let us understand about them in terms of revenue:

Adani Power

Adani Power is seen as one of NTPC’s top competitors.  Adani Power is one of the largest Private Thermal Power producers in India.  Founded in 1996. It has a total capacity of 10,480 MW. Adani Power generates $10.1B less revenue vs. NTPC.

TATA Power

TATA Power is also the private sector in terms of power generation, founded in 1910. It has an overall capacity of 4,600 MW. Which provides 2% to the country’s power generation. TATA is also one of the competitors of NTPC.

Texas Power & Lighting

TPL is another tough competitor of NTPC. Founded in 1996. TPL works within the Electric, Water & Gas utility industry. As compared to NTPC, TPL generates $12.3B less revenue.

Let us look at the future plans laid out by the company in the coming section.


Future Goals of NTPC

  1. The company has developed a long-term plan to become a 128000 MW company to meet its power requirement by the year 2032
  2. NTPC has 110 MW Solar Photovoltaic capacity under operation, 250 MW under construction.
  3. In the coming 5 years, the company’s goal is to add 10000 MW of Solar Photovoltaic Capacity. 
  4. In Pakri Barwadih, Chatti Bariatu and Jharkhand, Talipalli, Chhattisgarh, and Dulanga, Odisha NTPC has been allotted Coal Blocks.


Marketing Strategy of NTPC - A Case Study - Future Goals of NTPC

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As we have seen earlier in this case study, NTPC is India’s largest power utility company. It has been operating its plants at high-efficiency levels. It is not only a power generator but also it is among the great places to work. The company has been ranking in “Top 50 Best Companies to Work for in India” for the past 11 years. Every company has its weaknesses and threats, but it depends on the company how they overcome these issues. We can clearly see that they have big plans for their future, which will make the company more successful. 

Liked our work? Interested in learning further? Do check our website for more. Also, if you’re interested in Digital Marketing, you can check out our Free Digital Marketing Masterclass by Karan Shah.

Let us know your thoughts on this case study in the comment section down below. Thank you for reading, and if you liked our then do share this in your circle. 

Until then, see you next time!

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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