In our previous article, we learnt about the SWOT analysis of Electrotherm. In this article, we are going to elaborate on the marketing strategy of Electrotherm – An Industrial Conglomerate.
Marketing is a core part of every company’s DNA that can make it or break it. As users across the world go digital, marketing has followed them to the digital realm as well. If you are interested in new-age digital marketing, you should check out IIDE’s Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.
In this blog, we are going to understand the marketing strategy of Electrotherm – an Industrial Conglomerate, and how the company has evolved over the decades. We will also inspect the relevance of digital and social media marketing for this company and other effective marketing techniques they could utilise.
In this case study, we will look at the marketing strategy of Electrotherm, their influencing marketing, marketing strategy, marketing campaigns, social media marketing, SEO strategies, e-commerce strategies, mobile apps, content marketing strategy, profound study, and much more.
About Electrotherm
Electrotherm is a Multi-divisional certified global Company holding a 3,500,000 KW market share in the metal melting industry globally. The innovative metal melting industry has been possible due to its focused 5500 employees with State-of-the-art manufacturing facilities. The real responsibility at Electrotherm is to care for your installed equipment work with zero downtime objective.
This principle of servicing customers any time anywhere has made the conglomerate a truly global company. They service the global markets around the world with a specific focus on the Middle East, Turkey, Pakistan, Bangladesh and Africa, Far-East countries, and Europe while catering to 58 countries around the world. Electrotherm commands more than 65% market share in induction melting equipment used by the steelmaking industry in India.
Electrotherm is the first company in India to make battery-operated two-wheelers in line with the company’s commitment to the environment. ‘No Engine No Pollution’ is the philosophy behind it, and to promote the green energy initiative of the nation, it established the Renewable Energy division as well.
| CEO | Avinash Bhandari |
|---|---|
| CMO | N/A |
| Area Served | Worldwide |
| Industry | Engineering, Steel-Making Equipment, Foundry, Steel Plant, Electric vehicles, Metallurgy, Power systems, Renewable Energy, Induction Furnace |
| Market Share/ Revenue | 4040.18 Crores (2019) |
| Vision | To be a Nimble, Dynamic and admired group with a global presence. |
| Tagline | Always innovate for a better tomorrow. |
Marketing Strategy of Electrotherm
Segmentation, Targeting and Positioning
Segmentation
Electrotherm to use the broadest available segmentation of the target market. They are aiming for all geographical locations, whether they are Tier 1, 2, or 3 cities. In fact, in many cases, there isn’t much targeting or segmentation involved because they are attempting to reach all demographics, geographics, and psychographics of consumers. Along with that, they are open to both public and private projects.
Targeting
The company does not produce anything to be sold, they work in Engineering, Steel-Making Equipment, Foundry, Steel Plant, Electric vehicles, Metallurgy, Power systems, Renewable Energy, and Induction Furnace industries throughout India. So the concept of targeting does not apply to Electrotherm.
Positioning
Electrotherm maintains its position in high-quality projects. Electrotherm has a long-standing commitment to creating responsible infrastructure. Sustainability is an integral component of their approach to business and work practices.
Marketing Campaigns
Electrotherm does not have a great online presence even though they haven’t conducted any kind of campaign. They don’t conduct any kind of advertisement campaign to promote their company.
Electrotherm can use the same marketing techniques as its competitors are using. The marketing campaign which they can follow from their competitors is advertising on television, launching an advertisement in newspapers, launching a short corporate film, and other marketing ideas.
Electrotherm can launch such advertisements and other media campaigns to increase its presence in India and other foreign countries.
Social Media Marketing
Facebook: No social media presence
Instagram: No social media presence
Linkedin: https://in.linkedin.com/company/electrotherm-india-limited
The company is relatively active on Linkedin and the products can be seen through posts. Regular updates about activities are also seen on Linkedin.
Twitter: https://twitter.com/electrotherm
No tweets
Creating a Social media presence might not help the company increase its sales or generate leads, but it can help enhance the company’s profile and increase awareness among the people about the brand. The unique offerings, awards and accolades can be published to create an impact.
SEO Strategies
As we know from SEO rankings, the number of keywords below 500 is very bad and above 1000 is good, also above 10,000 is amazing. This means that Electrotherm has 174 organic keywords which aren’t good. This means that the digital marketing of Electrotherm isn’t gaining a good number of insights.
Now, the traffic per month is 5k which is good, it is average. Hence Electreotherm has to work a lot on its SEO strategy to keep abs maintain its brand in Google organic SERP results.
Influencer Marketing
Electrotherm has not collaborated with any social media platforms. It has grown to this height by its efforts and due to the genuineness of its product. It has succeeded to become a globally reputed company on its own.
Ecommerce Strategies
Electrotherm has a website of its own where they showcase all its achievements. Electrotherm has been a part of several social services such as rehabilitation of displaced families, health care and sanitation of local people, education, providing safe drinking water, pollution control, environmental measures, rural development, promotion of arts, crafts & culture which are all given on its website under the spotlight section.
A detailed description of Electrotherm’s corporate profile, business, career, services, and initiates is also available. The two most interesting parts of the website are media updates and Twitter updates.
Mobile Apps
There is one app by the name “Electrotherm – Smart Transformer Services” which is a complaint management services app developed for the consumers who buy transformers from Electrotherm. It has more than 100 downloads and was last updated in 2019.
Content Marketing Strategies
Electrotherm has just landed and made its way to social media homes. They post their content and their products, Awareness, etc. Also, they are active on Facebook and Twitter posting their content and updates on their projects.
This ends our elaborative marketing strategy of Electrotherm. Let us conclude our learning below from the marketing strategy of Electrotherm.
CONCLUSION – What is Unique in Electrotherm Marketing?
Influencer Marketing, Mobile apps, Content Marketing and an E-commerce platform might not prove to be very effective marketing strategies for Electrotherm as it is an Industrial conglomerate and generates maximum revenue through B2B transactions and each project is unique. But the awareness of the brand, especially the products, customer testimonials, and innovative technologies can be improved through digital tools.
The company has a great thorough detailed website but this website needs promotion. The presence of the brand across various social media channels needs to be enhanced. The company relies on the brand name it has created for decades in the market but has to put in additional efforts to be able to sustain itself in the fast-paced digital era. This is where digital marketing comes to the rescue.
With an exhaustive marketing strategy, both in the real and digital space, across various platforms, the company can surely increase its awareness and enhance its positioning.
If you are looking forward to knowing more about this field, check our Online Digital Marketing Course if you want to learn more and improve your skills. 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 Electrotherm has given you a good insight into the company’s marketing strategies.
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