Detailed Marketing Strategy of Blue Star – With Company Overview & STP Analysis

Updated on: Oct 23, 2022
Marketing Strategy of BlurStar - 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.

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

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In our previous blog, we discussed the Marketing strategy of IFB Industries in-depth. In this article, we will go over the marketing strategy of Blue Star Ltd. 

In this case study, we are going to study the marketing strategy of Blue Star, its marketing campaigns, social media, SEO strategies, e-commerce strategy, etc. and more.

Marketing is a section of a company’s DNA that can either make or break it. As buyers across the world go digital, marketing has accompanied them to the digital realm as well. If you are interested in new-age digital marketing, then you should look out for IIDE’s Free MasterClass on Digital Marketing by our CEO and Founder, Karan Shah.

We will fully cover our marketing strategy for Blue Star in this blog. Before we begin our deep assessment, let us start by learning the Company’s Overview.

Digital Marketing Academic Challenge 2024 - DMAC

About Blue Star – Company Overview

Marketing Strategy Of Blue Star - LogoSource –

Blue Star was graced in 1943 by Mohan T Advani as a reconditioning company. Blue Star takes great delight in being an industry leader synonymous with innovation, quality and world-class customer experiences, throughout assorted countries across the globe.

With over 75 years of proficiency in providing cooling solutions, Blue Star is India’s supreme air conditioning and commercial refrigeration company.

Blue Star has also ravaged the residential water purifiers business with a stylish and differentiated range including India’s first RO+UV Hot & Cold water purifier; as well as the air purifiers and air coolers businesses.

With a vast and premium range of products that are technologically adept, energy efficient and stylishly designed, Blue Star offerings are spread across residential, commercial and corporate applications, with every third trade commercial building in the country placed with Blue Star products.

To ensure a world-class customer experience consistently, every Blue Star product guarantees quality, technological supremacy and excellent after-sales service.

Quick Stats on Blue Star:


CEO Mohan T Advani
CMO Girish Hingorani
Area Served Worldwide
Industry Home Appliances, Consumer electronics
Revenue INR 5404 crore
Vision To dream, to strive, to care, and above all, to be the best in everything we do.
Tagline Breathe Easy


Marketing strategy of Blue Star –

Let’s know more about the marketing strategy of Blue star! And how it conveys with its marketing campaigns etc.

Segmentation, Targeting & Positioning

 Segmentation is the process through which Blue Star decides to segment the overall market into more minor details and groups that have similar attributes, buying behaviour, and socioeconomic background, leading air conditioning brand.

Blue Star is to take off on an aggressive market expansion strategy to target the residential segmentation to acquire a 15% market share in India by 2023 from about 13% currently. 

The company targets people in the age group between 30-60 years old.

People of this age group are targeted because of automatic products which are provided by Blue Star. Encouraged by its success in 2011, the Company plans to continue aggressively targeting the residential segment in 2012.

 Blue Star has positioned its brand as being “Premium-Yet-affordable” in the market. The move has been necessitated in line with its strategy of making it inexpensive for people in small towns.

Marketing Campaign


Blue Star Limited is encouraging their fast-cooling ACs in this latest ad campaign via FCB Interface India starring brand ambassador Virat Kohli. The campaign has been rotating out across India and is sure to capture remarkable attention.Marketing Strategy Of Blue Star - marketing campaign

Built around the thought of happiness as a fast-cooling AC, the TV commercial shows Kohli rescuing helpless people from slow-cooling AC, while the print advertisements with Kohli, make a strong pitch for a fast-cooling AC. The campaign is also rolled out on platforms.

Social Media Marketing

This Z generation is informed of how many “likes”, “follows”,” comments”, and “shares” are crucial to promoting or expanding the business. But the blue star is still remarkable without any social media platform.

  • Facebook: 19516 Fans
  • Instagram: 13.4K Followers
  • Linkedin: 124K Followers
  • Twitter: 2K Followers
  • Youtube: 31.7K Subscribers

Although, Linkedin & Youtube are the most followed platforms as compared to others. Linkedin is one of the most effective places online to engage with decision-makers within your target market who may require your products or services.  As we all know, people are roaming all around just to fit into a job, so Linkedin can be a good reason that Blue Star has so many followers.

SEO Strategies

Marketing Strategy of Blue Star - Ubersuggest SEO Screenshot

Source – Ubersuggest

As per SEO ranking standards, the number of keywords below 500 is bad, above 1000 is good and above 10,000 is amazing. As you can see has 21,292 keywords which is amazing. And its monthly traffic is 305,266 which is amazing, as monthly visit above 20,000 is considered good.

Influencer Marketing

Air conditioning and commercial refrigeration major Blue Star Ltd. has drawn up an aggressive plan to raise its market share by tying in leading cricketer Virat Kohli as its brand ambassador.

E-commerce Strategies

Blue Star appliances like Air conditioners, Water purifiers, Air purifiers, Air coolers, and Refrigeration are available on various websites: Amazon, Flipkart, Tata Cliq, and Paytmmall.

These e-commerce markets provide all types of appliances of Blue Star on their websites which could be easy for customers to buy at the convenience of their home and buy products with differentiation by comparing all products with their competitors.

These e-commerce websites are very helpful for purchasing new products and are very easy to handle.

Mobile Apps

Blue Star appliances have a mobile application by the name ‘Blue Star Customer Care’ through which the customers of Blue star can access all the services by the brand – Blue Star be it from home or the office one can monitor its smart appliances, order Blue star essentials and raise a service request in a click.

The application on the play store has more than 100k+ downloads and it is indeed helping the users who consume Blue Star appliances.

Content Marketing Strategies

The content marketing strategy used by Blue Star is in the shape of blogs. On the website of blue star appliances, there is a whole other tab of blogs where one can get knowledge on different topics. 

The blogs and articles posted by Blue star appliances are related to top reasons, tips and guidance using Blue star appliances, and recipes that can easily get cooked in blue star microwave ovens, laundry, living and kitchen solutions etc. and more.

This ends our elaborative marketing strategy for blue star Industries. Let us conclude our learning below from the marketing strategy of Blue star Industries.

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion – What’s unique about Blue Star marketing?

To conclude, Blue star has a huge customer base and is rightly positioned in the minds of its target market, audience and customers. All thanks to the amazing marketing strategies that Blue star or blue star appliances used be it SEO, SMM, content marketing, mobile app, e-commerce etc.

The company has outperformed its competitors, and the main reason for this is the company’s outstanding marketing efforts in highlighting the brand to its customers.

Since the last two years of the pandemic, everything has gone digital over the period and due to this the importance of digital marketing has increased drastically, so it has become important to know about this growing field in detail.

If you are willing to learn digital marketing then check out MBA in Digital Marketing and Online Digital Marketing Courses.

If you like such in-depth analysis of companies just like the marketing strategy of  Blue Star check out our IIDE Knowledge Portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Blue Star, and do share your thoughts on this case study marketing strategy of Blue Star in the comments section below.

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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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