Precise Marketing Strategy of Dixon Technologies – With Company Overview

Updated on: Dec 25, 2022
marketing strategy of dixon technologies - featured image

  Hey there!

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 Harvard Business Review helped the students from this course present this analysis.

Building on this practical approach, we are now introducing a new dimension for our online digital marketing course learners - the Campus Immersion Experience.

If you find this case study helpful, consider leaving a comment below.

In a recent article, we learnt about the marketing strategy of Bajaj Electricals. In this article, you will go through the marketing strategy of Dixon Technologies.

The firm with the highest ranking in the electronic manufacturing services (EWS) industry.

The goal is to discover and develop an understanding of Dixon Tech Ltd. and how it grew to be India’s largest original equipment manufacturer and electronics manufacturing service.

So, as we can all see, everything in the world is now completely online, and marketing is the weakness of any small-scale industry. Check out Karan Shah, the CEO and creator of IIDE Free Masterclass on Digital Marketing if you’re interested in learning more about marketing.

Let’s discover the whole marketing strategy of Dixon Technologies till the end of this blog. Let’s start with the business’s history, target market or audience, and online and social presence before we delve further into it.

Digital Marketing Academic Challenge 2024 - DMAC

About Dixon Technologies – 

marketing strategy of Dixon Technologies - Logo

Source – Wikipedia

It was founded in Rajasthan on January 15, 1993, under the name “Weston Utility Ltd.” On July 12, 1993, the business was renamed “Dixon Utilities and Exports Ltd.” and a certificate of incorporation was granted. It has built numerous industrial sites in Uttar Pradesh, Uttarakhand, and AP, as well as three R&D centres in China and India. It has produced numerous jobs and millions of dollars in revenue from the operation of the 2022 fiscal year. It operates in several product categories in terms of R&D, sourcing, innovative product creation, manufacturing & assembling, and quality assurance.

Dixon adheres steadfastly to passion, client trust, and excellence. Consumer electronics, home appliances, lighting solutions, mobile phones, and security surveillance systems are all operated by Dixon Tech Ltd. The board of directors for the business is headed by Mr Sunil Vachani, CEO Manoj Maheshwari, Atul B. Lall (CMO), etc. Many well-known brands, including Philips, Panasonic, Wipro, TCL, Xiaomi, and Luminous, are linked to Dixon.

With barely 2.4 million Indian rupees, Mr Sunil Vachani founded Dixon in 1993. In 2022, it surpassed the 15 billion milestones, and as of right now, it has a 75.89 billion share market capitalization. They began using coloured TV in 1994. 2008 saw the introduction of CFL products and revenue logistics. Following that time, they introduced metal sheets, moulding segments, and washing machines. Following the production of mobile devices with the joint venture of PEPL in 2016, they got into a joint venture agreement to produce CCTV and DVRs with Aditya Infotech Ltd. in 2017, and they were listed on the BSE and NSE in the same year.

Quick Stats on Dixon Technologies –

CEO Sukhvinder Kumar
CMO Atul Lall
Area Served Worldwide
Industry Electronics Manufacturing|
Consumer goods|
Market Revenue 4,320.00 (NSE)(approximate)
Vision To be the most preferred & trusted manufacturing & solution partner to brands operating across verticals.
Tagline The brand behind brands


Marketing Strategy of Dixon Technologies –

We are already familiar with the business. Let’s now learn more about Dixon Technologies’ marketing plan! and, among other things, how Dixon runs its business and marketing strategy.

Segmentation, Targeting, and Positioning

Companies are the main target audience. This company produces lighting items for businesses including Philips, Havells, Syska, Bajaj, and others. They are the top maker of semi-automatic washing machines under contract for companies like Godrej, Samsung, Lloyd, and many others. They also target CCTV and corporate television.

Dixon has established itself as the leading manufacturer in the industry. It has a reputation for success, a strong market position, and broad revenue sources from many product lines. It has long-standing business partnerships with two of Philips’ and Panasonic’s top three customers. It is one of India’s biggest and most cost-effective ems providers, which reduces the danger of losing any sizable client’s business.

Marketing Campaigns 

marketing strategy of dixon technologies - marketing campaign

In order to create and manufacture wireless audio solutions in India, domestic contract manufacturer Dixon has formed an equal joint venture (JV) with Imagine Marketing, the company that makes electronics under the Boat brand. As part of the made in India programme, the partners will also co-invest in the developing Indian mobile accessory sector.

marketing strategy of dixon technologies - marketing campaign

This kind of poster is made to promote the product, the manufacturer in the first place, and their tagline link, which is the brand behind brands; the company is a contract manufacturing company.

As you have seen the many, well-known brands on the market, whether for washing machines, mobile phones, revenue logistics, LED TVs, or lighting, you are aware that the leading company never makes the production, connects with, or joins the partnership with the other company. The company gains advantages even as it expands modestly.

Social Media Marketing

On sites like Facebook, LinkedIn, and Twitter, Dixon Tech is active. 

  • Facebook – 1.2K 
  • LinkedIn – 31K
  • Twitter – 355 

The posts typically offer deals and details on the debut of their new product.

SEO Strategies

marketing strategy of dixon technologies - ubersuggest seo strategies

Source – UberSuggest

According to SEO rankings, having less than 500 keywords is bad, having more than 1000 keywords is good, and having more than 10,000 keywords is great. As can be seen, has 887 organic keywords, which is average—not even good or bad—and is regarded as such. This indicates that the digital and social media marketing for Dixon tech products is not generating a significant amount of insights.

Additionally, the traffic is positive at around 26K+ each month. Dixon Tech Products must therefore continue to work hard to keep the brand ascending in the google organic SERP results while making adjustments to its SEO techniques.

Influencer Marketing

Dixon Tech doesn’t utilise influencer marketing or advertisements because it operates a contract manufacturing business, but if another electronic company develops a novel product, they first award the contract to Dixon Tech for the fabrication of the parts and the finished product. However, Dixon Tech will be beneficial to and have a sizable following for the business that gives orders for items like led TVs, washing machines, speakers, and phones. By releasing the prospector through media, inauguration through lawmakers, and the accolades they won, the prospector attracted attention.

E-commerce Strategies

Although they do have the portal, they do not offer the product to the general public. Instead, the businesses collaborate to provide contract manufacturing services; this is known as a joint venture. It’s as if the finished product created by the Dixon Company is used as the raw material by other businesses to create other products.

Content Marketing Strategies

Social media is where Dixon Tech is particularly engaged. The post’s content relates to their actions surrounding their honours, products that are created in India, messages about awareness, etc. The only places to post content are on LinkedIn or Facebook. Additionally, they distribute news releases about their social endeavour through several channels, including The Hindu, MoneyControl, The New Indian Express, etc.

Our comprehensive marketing strategy of Dixon Technologies comes to a close here. Let’s review all we’ve learnt thus far.

Digital Marketing Academic Challenge 2024 - DMAC

What’s Unique in the Marketing strategy of Dixon Technologies?

We observed in Dixon Technologies’ marketing plan that the company’s products are gaining popularity and support on a global scale. Electronic items are becoming more and more popular every day. The marketing strategy of Dixon Technologies is not so good because the entrepreneurs can leave the joint venture at any time. The public does not know which business is producing the product because it is a joint venture; instead, they simply purchase it after seeing the brand name, such as Philips, Havells, Syska, Bajaj, and others.

Due to its sizable creditors, dependence on suppliers’ credit terms, reliance on the performance and business goals of its clients, and inability to keep up with the competition, it suffers from these drawbacks. Any significant client that wants to join it will lose out to it.

It opens up a lot of doors for businesses leaving China. long-time established players. Online players are increasingly creating their private brands and outsourcing production. Given that the product is the same, competitors may receive it. It develops diverse revenue sources from various product categories.

We have witnessed the significance of digital marketing, and it is crucial to educate oneself in this developing area. Check out IIDE’s 4-Month Digital Marketing Course if you want to learn more and improve your skills.

We hope that our blog post on the marketing strategy of Dixon Technologies has provided you with valuable insight into the company’s marketing plans.

If you enjoy in-depth analyses of businesses like the marketing strategy of Dixon Technologies, visit our IIDE Knowledge portal for more engrossing case studies.

We appreciate the time you’ve spent reading the post. Please comment below with your thoughts on this blog about the marketing strategy of Dixon Technologies.

Share post via

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]


Submit a Comment

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Related Posts