Detailed Marketing Strategy of ABB – With STP Analysis

Updated on: Jun 12, 2022
Marketing Strategy of ABB - Featured Image

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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.

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In a previous article, we learned about the SWOT analysis of ABB. In this blog, we will elaborate on the marketing strategy of ABB – a World Leader In Power, Automation, and Microgrid Technologies.

The main aim of today’s blog is to know maximum about ABB and its marketing strategy, which makes ABB one of the best microgrid technology companies in India.

So, as you see nowadays, the world is going online, and marketing is the backbone of every company. If you are interested to know more about marketing and making your company more searched on google you can try out our free masterclass on digital marketing by the CEO and The Founder of IIDE, Karan Shah.

Here we are going to learn deeply about the marketing strategy of ABB by the end of this blog. Before going to the main topic, let’s know about the company’s story, their targeted audience and its digital presence.

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About ABB – Company Overview

Marketing Strategy of ABB - Abb

The company was incorporated on 24th December, in Mumbai. The company’s main ideal at that time was to manufacture electric motors, all-aluminium operators, furnaces, redundantH.T. airblast circuit combers, panels, and switchboards.

The ABB Group, comprising about 1000 companies, has operations in 140 countries and is involved in power generation, transmission and distribution( T&D), artificial outfit and systems, and plant robotization.

The Company issued No. of equity shares of Rs 10 each at the decoration of Rs 50 per share on the base of a right in the proportion of 12( all were taken up). Fresh shares were distributed to retain oversubscription. The parent company increased its equity stake in ABB from 40 to 51 percent in 1992. In 2004, Dinesh Paliwal was appointed as Chairman of ABB India. To know deeply about ABB you can go to this point.

Quick Stats on ABB
CEO Sanjeev Sharma
CMO Sauvadra Banerjee
Area Served ABB has 567 offices in 88 countries around the world
Industry Electrification, Process Automation, Motion, Robotics & Discrete Automation
Market Share/ Revenue The company generated more than 7093.62cr.
Vision To achieve a zero-emission reality not only for the future but also today.
Tagline Let’s write about the future. Together.


Marketing Strategy of ABB-India

Now let’s learn something about the marketing strategy of ABB-India. And how ABB carries the marketing campaign etc.

Segmentation, Targeting, and Positioning

As the ABB is the manufacturer of the diligence so we can relate it by saying it has been the main assiduity business of medium-voltage power distribution for well over a century, furnishing mileage, artificial and marketable guests with safe, dependable technologies.

Over time the company has been a common colonist both in the technology itself and its operations.

The targeting of ABB – India was started on 24th December in Mumbai. The main object of the company is to manufacture mills, electric motors, all-aluminium operators, furnaces, redundant, H.T. airblast circuit combers, panels, and switchboards.

ABB retains the first global request position in Distributed Control Systems( DCS). ABB leads because of its sphere knowledge in multiple diligence, expansive service network, continued investment in developing technology, pious guests, and digital results that meet fleetly changing client conditions. In India, ABB leads because its development is concentrated on advancing technology.

Marketing Campaigns

  1. During covid first Online Campaigns,

Marketing Strategy of ABB - the image of online campaigns of ABB-India

ABB organised an online crusade on the occasion of earth day 2020 by featuring its amazing experts. The power grids crusade’s main end was its amazing experts who are contributing to making the future of sustainable energy

The main end of the business, adding access to affordable, dependable, sustainable, and ultramodern energy for all. In addition, from an urbanisation perspective, great progress is being made in instituting-Mobility results – contributing to cleaner, safer and inclusive metropolises and communities.

Campaign for the product launch 

Marketing Strategy of ABB - branding of the product of ABB-India

Also, the alternate popular crusade of ABB was with the Green Television launch world EV Day ‘drive electric’ pledge campaign. It was organised on 9 Sep 2020. During the crusade, they asked people to commit to an online pledge to make their coming auto an electric vehicle. This will be a palpable demonstration of how World EV Day will encourage recognition of the pivotal part that electric vehicles play in driving forward sustainable transport.

Their main end was to make people use sustainable electrical vehicles. They then use their certain petrol/ diesel vehicles. With the crusade, they showed the good part of their electric vehicles which the people can use fluently.

Campaign of their Product Relion 615 series 

Marketing Strategy of ABB - branding of the product of ABB-India

This campaign was organised for the launch of their product Relion 615 series. In this campaign, they show the application coverage and extensive range of art protection and control features.

Through this campaign, they continue to encourage and embrace innovative technological advancements, and the 615 Series today is stronger than ever and will continue to be a series to be relied upon for years to come – evolving with the electrical system and supporting the growing digitization of the network.

Social Media Marketing

ABB-India is active on Social media platforms like Facebook, Linkedin, Youtube, and Twitter. It has the maximum number of followers on Facebook and LinkedIn in the range of 808k. Facebook is a social media platform that the majority of people use. The company uses it to post their upcoming products and other related stuff on the platform. The posts contain most of the launching products and their promotion.

  • Their status on Facebook – Followers:-773,723, Like:- 772,215
  • Their status on Linkedin – Followers:- 2,733,505
  • Their status on Youtube – Subscribers:- 52300
  • Their status on Twitter – Followers:- 159779

SEO Strategy

Marketing Strategy of ABB - SEO

As per the SEO data ranking, if the number of keywords – below 500 is bad, above 1000, is good, and 10,000+ is amazing. Now, as we can see, has 608,402 organic keyword traffic which is considered fabulous. That means the digital marketing of ABB-India is gaining the best number of insights.

Also, the traffic per month is more than 1214k+ which is known as the best traffic. Hence, ABB is at the top pic when it comes to SEO strategies.

Influencer Marketing

ABB has not done any paid celebrity marketing for their product. They’ve organised some juggernauts with other companies. Most of the products were done marketing through the crusade with the tie-up of other companies.


In talking about the e-commerce strategies of the ABB it has a website and provides both b2b and b2c marketing with its products from its Electrification Business for home and artificial buyers.


ABB provides colourful apps for the products like ABB Drive Library operation is used to know deeply about the certain product. ABB connect is used to fluently connect with the product. ABB closer operation is used to manually set up the product. TerraConfig app is used to configure and maintain an EVSE.

Content Marketing Strategies

ABB is veritably active on its social media platforms. Their post contains the maturity about their forthcoming products, their new strategies, dispatches, etc. Its source of advertisement can be seen on colourful platforms like Facebook, Twitter, and youtube.

This ends our elaborative marketing strategy of ABB. Let us conclude our learning below from the marketing strategy of ABB.

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Conclusion– What’s Unique in ABB India Marketing?

In the marketing strategies of ABB- India, we’ve seen their simple tricks to attract people by furnishing the proper and better product they need. They had also done juggernauts to promote their products like they’ve done sustainable electric auto-creation on the earth day. Their marketing strategies are clear for their targeted people.

Digital Marketing is extremely important in today’s age. With the increasing importance of digital marketing, learning about the growing field is an important step. If you would like to learn more and develop skills, check out IIDE’s 4 Month Digital Marketing Course to learn more.

We hope this blog on the marketing strategy of ABB has given you a good insight into the company’s marketing strategies.

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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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