Extensive Marketing Strategy Of Daikin – In-Depth Analysis

Updated on: Sep 25, 2022
Marketing Strategy Of Daikin - 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 our previous article, we learned in depth about the marketing strategy of a really interesting company, Voltas. In this article, we are going to elaborate on the marketing strategy of Daikin.

The intention is to help you gain knowledge about Daikin, which is one of the best companies in air conditioning manufacturing and believes in purifying and perfecting the air.

Daikin has done some interesting marketing campaigns, due to which it’s one of the best companies. So, this means that marketing is important for every company. Nowadays, as everyone is online, a company needs to adapt its digital marketing strategies as well. If you are keen on learning about the future of marketing, that is, digital marketing, you must check out IIDE’s Free Masterclass on Digital Marketing by one and only Karan Shah, the CEO and Founder of IIDE.

In this blog, we are going to discuss everything about the marketing strategy of Daikin. We are going to cover the company’s story, marketing campaigns, target audience, digital presence, etc.

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About Daikin – Company Overview

Marketing Strategy Of Daikin - Daikin Products

Daikin Industries, Ltd is a Japanese worldwide cooling fabricating organisation settled in Osaka. It has tasks in Japan, China, Australia, the United States, India, Southeast Asia, Europe, the Middle East, Latin America, and Africa. Daikin was founded in the year 1924 by Akira Yamada. Daikin is the major producer of Air conditioning and refrigeration systems, Chemicals and Defence systems. 

Daikin is always ahead in terms of delivering products that follow environmentally sustainable features. Daikin has grown its market through major acquisitions to become a major global HVAC manufacturer. Talking about Daikin India, they are assembling offices in Andhra Pradesh and can make north of 3,000 positions. The organisation as of now has two assembling offices in Rajasthan and had been exploring a potential area for its third plant in southern India.

Quick Stats on Daikin
CEO Masanori Togawa
CMO Taka Inoue
Area Served World Wide
Industry Air Conditioning and Refrigeration
Market Share/ Revenue 3,109.1 billion yen
Vision Provide new value to the world through air and environment
Tagline Perfecting The Air


Marketing Strategy Of Daikin

Let us have a look at the fantastic marketing strategies of Daikin. We will look into its marketing campaigns, SEO strategies, etc.

Segmentation, Targeting, and Positioning

Based on geographical locations, Daikin targets both rural and urban areas, Tier 1 and Tier 2 cities. Based on demographic segmentation, Daikin targets middle-income class families in the age group of 20–50 and a family size of 3–4.

Daikin targets mainly Tier 1 and Tier 2 cities with their target product – air coolers, especially during the summer season. It produces a wide range of products, including air conditioning, oil hydraulics, chemicals, electronics, and defence systems. Daikin’s business has grown to more than 160 countries.

Through its outstanding technology, Daikin has successfully made a good image in the minds of the customers. Its focus on sustainable development and providing value to the environment has created a brand image in the customers’ minds, which will help in creating goodwill for the company.

Marketing Campaigns

Marketing Strategy Of Daikin - Campaign 1

Daikin’s Cool A School campaign is an excellent initiative for rural children. Usually, children in rural areas have to travel a lot to reach their schools. Especially in the summer season, it is quite difficult to bear the intense heat. Taking this into consideration, Daikin thought of giving rural students “cool-worthy solutions”.

The main aim of Daikin’s Cool A School campaign is to adopt one school at a time in rural areas and offer air-cooling solutions for it. To start with, it started its campaign in Neemrana in Rajasthan. Daikin also shared a video regarding this initiative on Youtube in 2013 and within a few days, it received more than 40,000 views. On Twitter, tweets with the hashtag # CoolASchool went viral.

Marketing Strategy Of  Daikin - Daikin’s #ItsCool Marketing Campaign

In 2018, Daikin came up with the “Its Cool” marketing campaign. To increase its market base, Daikin, the air conditioner brand, sponsored the Delhi Daredevils, an IPL cricket team. On April 23rd, 2018, the team was seen wearing shirts with the tag, “#ItsCool” instead of Daikin’s logo. 

Also, Daikin launched and promoted a video on all social media channels. Furthermore, the Delhi Daredevils were seen promoting #Its Cool on various social media pages. Twitter saw a lot of appreciation for these posts. During the match, the hashtag #ItsCool was trending at No. 2 on Twitter. There were 13 thousand or more tweets. This campaign created 300+ million impressions on digital platforms and 30+ million impressions on TV.

The media also covered this story on their channels. With this, Daikin created history in the IPL by sponsoring a jersey with “Its Cool” written on it. This campaign was successful in attracting the audience.

Marketing Strategy Of Daikin - Daikin’s Innovating For Change Campaign

Daikin believes in innovation. It believes that it’s important to be innovative to bring about good change. Daikin introduced a brand tagline, “Innovating For Change”. Today, everyone believes in sustainable development and green practices to protect the planet. To take forward the thought of green practices, Daikin has taken one step ahead and started re-branding with a new TV-led campaign.

In a 60-second video, Daikin was positioned as the global air conditioning manufacturing company that takes into consideration the social responsibility of making the planet safe for future generations with its environmentally and customer-friendly products.

Also, Daikin came up with the concept of going vernacular. It started a campaign that includes marketing communication in eight languages, including Hindi, Marathi, Telugu, Kannada, Malayalam, and Bangla, in addition to English.  With this innovation, Daikin could successfully target Tier 2 and 3 cities.

Social Media Marketing

Daikin is active on social media platforms like Facebook, Instagram, and Youtube. The number of followers it has on social media platforms is as follows:

Facebook – 311K followers 
Instagram – 11K followers 
Youtube – 6.95K subscribers 

They usually post about their products, campaigns, offers and many more. 

SEO Strategies

Marketing Strategy Of Daikin - Daikin SEO Strategies

Wow, daikin.com has 34,045 organic keywords. In SEO, the number of keywords below 500 is considered to be bad, 1000 is considered satisfactory, and 10,000+ is considered to be very good. And Daikin has 34,045 keywords, which are deemed excellent.

Also, it has an attractive organic monthly traffic of 2,34,411 which is amazing. This means that Daikin has fantastic SEO strategies. If Daikin continues to be this great at SEO strategies, then it’s going to get very good results in the future.

Influencer Marketing

In 2018, Daikin collaborated with the famous IPL team, the Delhi Daredevils, to promote its product, i.e., air conditioners. The motive was to attract the target audience. Also in 2021, Daikin Bulgaria was declared the winner of Daikin Europe’s Digital Achievement Award as it increased interaction with the customers and contributed to increased sales with the help of an influencer, Antoinette Pepe.

E-commerce Strategies

Marketing Strategy Of Daikin - Ecom

Daikin has a website on which plenty of information is available about Daikin, its products, the technologies it is working on, the latest updates etc. It’s a content-rich website.

But when it comes to product selling, which is the e-commerce strategy, Daikin has online authorised partners. They are Amazon.in, Flipkart.com, TataCLiQ, and Mahajan Electronics. An interested customer can find Daikin’s products such as air conditioners, split inverter ACs, etc. on these websites.

Mobile Apps

Marketing Strategy Of Daikin - Mobile App

Daikin India has a mobile application for controlling Wifi-enabled Daikin Smart Air Conditioners. This particular application can be used to control and perform all air-conditioner-related operations from anywhere with the help of Wifi. One can add and operate multiple air-conditioners using the same app.

Content Marketing Strategies

Daikin posts content related to its products and services on social media platforms like Facebook, Instagram, and Youtube. It usually posts promotional and informative content about new products launched by them in the market. They also publish a lot of blogs and case studies on their website regarding the benefits and features of their products.

This ends with an elaborative marketing strategy of Daikin. Let us conclude our learning below from the marketing strategy of Daikin.

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Conclusion – What’s Special In Daikin’s Marketing?

Overall, the marketing strategy of Daikin is excellent. The unique selling proposition (USP) of Daikin is its outstanding technology. Its mission statement to provide new value to the planet, environment, cities, and people is noteworthy. Its collaboration with the famous IPL team is the talk of the town. This collaboration helped the company to attract more audiences and bigger profits.

Daikin’s social media marketing strategies are pretty good, but they can be much better. If it could be a little more active on social media platforms, it could attract a huge audience. Daikin should post more engaging and customer-friendly content like reels, polls, videos, etc.

Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.

Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

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

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

Thank you for taking the time to read the marketing strategy of Daikin, and do share your thoughts on this case study marketing strategy of Daikin 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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