Comprehensive Marketing strategy of CESC – With Company Overview

Updated on: Nov 6, 2022

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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 article, we learnt in detail about the marketing strategy of JSW Energy. In this article, we are going to elaborate on the marketing strategy of Cesc РIndia’s first fully integrated energy utility.

The objective is to discover and gain more insights into Cesc ltd and how it is a fully integrated electrical utility that generates and distributes power in West Bengal, India.

A company cannot do without marketing because it is the backbone of the company. And as we know the world has gone digital. If you want to know more about digital marketing, then do check this out Free Live Masterclass – IIDE by the CEO and founder of IIDE, Karan Shah.

We would talk about the entire marketing strategy of Cesc in this blog. But before that let us take a look at the company’s history, target audience and digital presence.

Digital Marketing Academic Challenge 2024 - DMAC

About Cesc Ltd РCompany’s Overview 

marketing strategy of CESC - Logo

Source – Wikipedia

In 1978, it was named ‚ÄúThe Calcutta Electric Supply Corporation (India) ltd‚ÄĚ. In 1899, under the chairmanship of Sanjiv Goenka, the name was changed from The Calcutta Electric Supply Corporation (India) ltd to ‚ÄúCESC Limited‚ÄĚ.

Cesc is India’s first fully integrated electric utility company to generate and supply power. They serve within 567 square kilometres (219 sq mi) of Kolkata, Howrah, Hooghly, 24 Parganas (North) and 24 Parganas (South) districts in the state of West Bengal.

In 1897 its name was changed from Indian Electric Company Limited to Calcutta Electric Supply Corporation Limited, which was registered in London.

They serve over 2.9 million consumers, including domestic, industrial and commercial users.

Quick Stats of CESC

CEO R.P. Goenka
CMO Swapan Ray
Area served West Bengal, India
Industry Electric utility
Revenue $1.6B per year
Vision We will be a profitable consumer-oriented power utility consistent with global standards meeting the expectations of consumers, employees and other stakeholders.
Tagline Click Karo Chill Karo


Marketing Strategy of CESC –

Let’s dive into the marketing strategy of Cesc and how they carry out their marketing campaigns.

Segmentation, Targeting, and Positioning

Segmentation РCESC segments its services into follows: 

  • ¬†Electricity generation
  • distribution of natural gas exploration
  • ¬†Production
  • ¬†transportation¬†
  • distribution

Targeting – CESC mostly targets Medium and large-sized Enterprises.

Positioning – CESC is positioned as India’s first fully integrated electrical utility company.

Marketing Campaigns

  • Hindustan Liver Ltd ties up with CESC¬†

Hindustan Liver tied up with CESC when they were launching a new Pepsodent flavour.

CESC send out 14.1 lakh covers with their April bills carrying the Pepsodent label and a small 15 gm tube of toothpaste with a new flavour. 

SEO Strategies

marketing strategy of cesc - ubersuggest seo screenshot

Source – Ubersuggest

As per SEO ranking, it is said that the number of keywords- below 500 is bad, above 1000 is good, and 10000+ is fantastic. Looking at Cesc ltd, it has 27K organic keywords and it is considered as good. Meaning that the digital marketing of Cesc ltd is gaining a lot of insights.

The traffic, which is around 492K+ is really impressive. Hence, Cesc over the years has worked really hard to rank at the top in the Google organic SERP results.

Social Media Marketing

  • ¬†¬†¬†¬†¬†¬†Instagram – 2K+¬†
  • ¬†¬†¬†¬†¬†¬†Facebook – 261K¬†
  • ¬†¬†¬†¬†¬†¬†LinkedIn – 20.5K¬†
  • ¬†¬†¬†¬†¬†¬†Twitter – 22.6K¬†

CESC is the most followed and active on Facebook.

Influencer Marketing 

As of now, CESC does not use any kind of Influencer marketing. As it also offers transportation and distribution it can opt for influencer marketing and make its brand more visible.

E-commerce Strategies

When talking about e-commerce strategy, Cesc has its website, from where they sell its various products and services to its customers.

Mobile Apps 

Cesc has its mobile app ‚ÄėCESCAPPS‚Äô. This app is available on the play store. With this app, you can pay your bills and manage various accounts. This app has ratings of 3.4 and 5L+ downloads on the play store.

Content Market Strategies 

CESC is fairly active on social media. Along with social media, CESC is mentioned in some of the blogs and articles of multiple newspapers and websites.

This brings us to the conclusion of the marketing strategy of CESC.

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion – What’s unique about the marketing strategy of CESC?

As the first electric generating power supply company, we can agree that there might be little or no competition for them, hence this makes them outstanding and unique in every way.

As seen above CESC is creatively using digital marketing as per its use for the company.

It is having an impressive social media and SEO strategy by using digital marketing.

Cesc has its own mobile app to make it convenient for its customers to manage and pay bills online.

As you saw every industry and sector can use digital marketing according to them to fulfil their needs. Even you can fulfil your company’s needs by learning such needful skills.

So to learn such skills check out IIDE’s Online Digital Marketing Course.

And if you want to keep reading such case studies check IIDE Knowledge Portal.

We appreciate that you read this marketing strategy of CESC till the end. Do share your thoughts about this case study in the comments.

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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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