In our previous article, we had learnt in detail about the SWOT analysis of V-Guard. In this article, we are going to elaborate on the marketing strategy of Exide Industries – India’s leading battery manufacturer.
Exide Industries Limited is an Indian multinational storage battery manufacturer and life insurance company that was founded in 1947 in Kolkata. It is the fourth-largest manufacturer of automotive and industrial lead-acid batteries in India.
From this blog, our main objective is to help you gain insights into how Exide Industries became a well-known company in battery manufacturing.
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In this blog, we will fully cover the marketing strategy of Exide Industries and how this company became a very strong battery brand. Before we begin our deep dive into the marketing strategy of Exide Industries, let us start by learning the company’s story, target audience and digital presence.
About Exide Industries
Exide Industries Limited is an Indian multinational storage battery manufacturer and life insurance company, its main headquarter is in Kolkata. It is the largest manufacturer of automotive and industrial lead-acid batteries in India and the fourth-largest in the world.
The company has seven factories located across the country – two in Maharashtra, two in West Bengal – Shyamnagar (Mother plant) & Haldia, one in Tamil Nadu – Hosur, one in Haryana and two in Uttarakhand. Exide is the only company that provides submarine batteries to the Indian Navy.
The company was founded in 1947 by the Rajan Raheja Group. They started making batteries for the Automobile industry and then they started making inverters also. From 1947 to 2022 this company has gone through so many ups and downs. But with the power minded people in the team they have successfully maintained a streak of being in the mind of consumers and they became a very well known brand in India they are now holding 60% of the market share in this industry.
They have become a very big brand and its operating income is worth rupees ₹1,244 crores in a single year (2018). Their net income is worth rupees ₹668 crores (2018) and their total assets are worth rupees ₹7,751 crores (2018).
| CEO | Subir Chakraborty |
|---|---|
| CMO | Uttio Majumdar |
| Area Served | South Asian Countries |
| Industry | Battery Industry |
| Market Share/ Revenue | US$1.3 billion, 2018 |
| Vision | To become a Global Power House respected by customers and preferred by investors, known for innovative products and solutions. |
| Tagline | India runs on Exide. |
Marketing Strategy of Exide Industries
Exide Industries provides batteries for the automobile sector. They are the fourth largest battery provider in India. They hold a 60% market share in this industry. Let’s talk more about some different marketing strategies and how Exide Industries became India’s largest selling battery company.
Segmentation, Targeting and Positioning
Segmentation
Exide Industries is worldwide available and also they have multiple dealers in tier 1-2-3 cities. Their selected demographics are people whose age is in the range of 25 – 50 and whose income is above 3LPA.
Targeting
Exide Industries has targeted its audience in different parts. Exide Industries’ main segment is automobile manufacturers as they are more interested in batteries and inverters for their automobile products. A person who has two-wheelers, four-wheelers and also the person who needs an inverter at home is also Exide Industries’ target. The target group is vehicle owners wanting reliable batteries with superior service
Positioning
They positioned themselves as affordable and good quality battery sellers. Batteries are built to be rugged and reliable with lifetime warranties.
Marketing Campaigns
The marketing campaign ‘Humse Roshan Hindustan‘ was a huge success. The power backup business is intensely competitive, with both established and new firms fighting for a piece of the pie. Exide’s new commercial highlights the company’s size, omnipresence, and supremacy in the market. This film is human yet magical, with slice-of-life moments brought to life through a mix of emotions, a potpourri of characters from various cultures, and diverse narratives all strung together with a melodious inspiring refrain of ‘Look within yourself to find the light— and where there is light, there is life’.
The movie portrays how a big organisation, such as Exide Inverter Battery, stands behind even the tiniest neighbourhood store, start-up business, and families, igniting hopes and huge goals, and exemplifying the brand’s noblesse oblige ethos. Exide Inverter Battery is presented as a brand that spreads happiness by empowering people and brightening their lives. It applauds human achievement, and the joy of living, celebrates warmth, laughter, caring, and fellow feeling, and presents Exide Inverter Battery as a brand that spreads happiness by empowering people and brightening their lives.
#BeatTheHeat
The campaign was launched on April 14th 2018, indicating India’s rising temperature getting in customers’ way of freely enjoying summer seasoned food products like ice cream. The video is directly pointing to summer heat and poor inverter batteries due to which the appliances like the inverter refrigerator are not able to keep ice cream in solid form.
Here come ultimate Exide inverter batteries that will #beattheheat and keep inverters fully charged and will retain ice cream & frozen water in solid form so that its customers can stay worry-free and enjoy summer season food items.
This campaign was successful with 6million+ views on the youtube channel. The content strategy, promotions and advertisements were on the point.
THE DIWALI INVITE
The Diwali invite ad video on the youtube channel of Exide industries. An Excide company employee comes to fix a car for their customer in Diwali and the customer invites him to join their Diwali party which was going on in his house. This ad video tries to show the relationship between the employee and the customer of Exide industries. Also the customer service of the Exide company.
This video was very interesting and successful, there were 1million+ views on the youtube channel and it was telecasted on the television too.
Social Media Marketing
They have around 25K+ followers across all social media channels like Facebook, Instagram and Twitter. Exide Industries are the main sponsor of the IPL team Royal Challengers Bangalore. The post on social media is mostly related to batteries and inverters they manufacture. Keeping royal challengers Bangalore in the eyes of the customers they post many festival wishes, marketing campaigns, their past achievements and future plans.
Instagram: Exidecare 10k+ Followers. On the Instagram account, they post the promotion videos of their product with the RCB team, campaigns and offers videos.
Facebook: ExideCare 411K+ Followers. In their Facebook account, they post about the Exide products, marketing campaigns and many more…
LinkedIn: Exide-industries-limited 47K+ Followers and more than 4300+ workers work here. They post about the vacancy available, new product launches and promotions.
Twitter: @ExideCare 5k+ Followers. They tweet about their company. Marketing campaigns and new product launches.
They are active on every social media channel and they are posting promotional and product launch posts to create product awareness among customers and engage with them.
SEO Strategies
As per SEO ranking, it is said that the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see, Exide industries have 19k+ organic keywords which are outstanding. That means the digital marketing of Exide Industries is gaining a good number of insights.
Also, the traffic per month is around 231K+ which is unbelievable. Hence, Exide Industries SEO strategies are great because they are working hard enough to keep their brand soaring in the Google organic SERP results.
Influencer Marketing
Exide Industries is one of the main sponsors of the IPL team – Royal Challengers Bangalore. They get very strong customers from this campaign and also get a good amount of brand awareness. Exide Industries have done campaigns with the RCB team posting content on their various channels.
E-commerce Strategies
Exide batteries and inverters are available on Amazon and other online e-commerce sites where consumers can get additional discounts if they are using different credit cards and amazon services.
They sell inverters and batteries from their own website portal also. Where customers can find details and some additional services they provide. It’s really easy to get these batteries and inverters because they are the leading manufacturer of batteries and also it is easily available in most of all offline stores.
Content Marketing Strategies
When it comes to content, they are primarily active on social media platforms such as Instagram, Facebook, and YouTube. On their YouTube channel, we can find promotional ads and social campaigns about Exide batteries and how one should approach them. But they lack blogs and article marketing. We can’t find any kind of blog or articles on their website. It will be better if they focus a little more on this topic so that they will get more organic visitors to their website.
This ends our elaborative marketing strategy of Exide Industries. Let us conclude our learning below from the marketing strategy of Exide Industries.
What’s Unique in Exide Industries Marketing?
Exide Industries is successful in business with a different promotional strategy. They sell their products using a socially relevant theme, which allows them to surpass their market competitors. Overall, Exide’s marketing plan is excellent since they deal in batteries, inverters, and life insurance, and they use the top marketing minds in the field. It uses the most recent marketing strategy, digital marketing. They are active on all social media platforms and provide online marketing via Facebook, LinkedIn, Twitter, YouTube, and other social media sites.
As we all know, digital marketing has taken a drastic change because of pandemics that affected every business. As per digital marketing statistics, about 60% of the population of the world uses the internet. It rose by 20% in the past two years due to the pandemic with many businesses going online. An established company’s image is everything. The right campaign strategies can make or break a company’s brand image. Through digital marketing, effective campaigns can be designed and the scope of fixing any glitches immediately is there.
With the increasing importance of digital marketing, learning about the growing field is an important step. If you would like to learn more and develop skills, check out IIDE’s 4 Month Digital Marketing Course to learn more.
We hope this blog on the marketing strategy of Exide Industries has given you a good insight into the company’s marketing strategies.
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