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The marketing strategy of Exide Industries Ltd focuses on leveraging innovation, robust distribution networks, and digital marketing. This case study explores Exide’s marketing strategies, digital marketing tactics, and recent developments, providing insights into how the brand maintains its leadership in the battery industry.
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Exide Industries Limited, a name synonymous with batteries in India, boasts a rich history dating back to 1947. This Kolkata-based multinational has not only secured its position as the fourth-largest manufacturer of automotive and industrial lead-acid batteries in India but has also expanded into the life insurance sector. For those looking to understand and replicate such comprehensive strategies, enrolling in digital marketing masters courses can provide essential skills and insights.
This blog delves into the secrets behind Exide’s success. We’ll explore their comprehensive marketing strategy, the key elements that transformed them into a powerhouse brand, and the target audience they cater to.
But before we dive into the nitty-gritty of their marketing tactics, let’s take a step back and understand Exide’s story and its digital footprint. This foundation will provide valuable context as we dissect their winning strategies.
About Exide Industries LTD
Source: Google
Exide Industries, a powerhouse since 1947, is a top Indian manufacturer of batteries for cars and industries (ranking 4th globally). They’re known for quality and reliability, supplying everything from car batteries to submarine power.
With 7 factories across India, Exide captures over 60% of the domestic battery market. Their strong brand presence and focus on innovation have secured their position as a powerhouse in the energy storage industry. For those interested in enhancing their marketing skills, Exide Industries also values continuous learning and often encourages employees to take digital marketing classes to stay ahead in the competitive market.
What’s New With Exide Industries LTD?
- Revenue: Exide Industries Ltd reported revenue of ₹15,000 crore for the fiscal year 2023 [Source: Exide Annual Report 2023].
- Market Share: Exide holds a significant share in the Indian battery market, commanding approximately 55% [Source: CRISIL Report 2023].
- Employee Strength: Exide employs over 7,000 people across its various operations and subsidiaries [Source: Exide Annual Report 2023].
Many people want to understand the latest marketing strategies and trends that drive such success. This has led them to opt for a digital marketing course online to explore this wealth of knowledge.
Business News
Exide Industries announced a strategic partnership with a leading European battery manufacturer to expand its product portfolio and enhance technological capabilities [Source: Economic Times, June 2024].
Product Launch
Exide launched a new range of advanced lithium-ion batteries aimed at electric vehicles and renewable energy storage solutions [Source: Exide Press Release, April 2024].
Marketing News
Exide rolled out a digital marketing campaign titled ‘Powering the Future’ to highlight its commitment to sustainable energy solutions and innovation [Source: Marketing Week, May 2024]. The campaign also emphasised the importance of continuous learning and suggested enrolling in a digital marketing certification course to keep up with the latest trends.
Celebrity News
Indian cricket legend Sachin Tendulkar renewed his endorsement deal with Exide, continuing as the brand ambassador for their automotive batteries [Source: Times of India, March 2024].
Buyer Persona
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Buyer’s Persona
Name:
Farhan Shah
Place:
Mumbai
Age:
36 years
Profession:
Electronics Engineer
Motivation
- Seeking reliable and long-lasting energy storage solutions
- Preference for brands with a strong reputation for quality and innovation
Interest & Hobbies
- Automotive enthusiasts, technology buffs, and sustainability advocates
Pain Points
- High cost of advanced batteries and concerns about durability
- Need for reliable power storage solutions in remote areas
.
Social Media Presence
- Active on LinkedIn, Twitter, and Facebook, engaging with customers through informative posts and promotional offers
Based on this detailed breakdown, it’s no surprise that the marketing strategy of Exide Industries utilises social media platforms like LinkedIn and Facebook to implement their campaigns. Here, the company can feature technology and sustainable advocates that match its target audience. Additionally, for those looking to use the buyer persona to make their strategy, enrolling for a make money from home free masterclass will help to develop money-making skills just from the comfort of your home.
Marketing Strategy of Exide Industries
Exide Industries, a household name in India, reigns supreme as the country’s leading manufacturer of automotive batteries. Their dominance extends beyond national borders, securing them the prestigious title of the world’s fourth-largest battery provider. Let’s delve into the winning marketing strategies that fueled Exide’s rise to the top.
Segmentation, Targeting and Positioning
Exide Industries, with its global reach and extensive dealer network across all city tiers (Tier 1, 2 & 3), has a clear target audience in mind. They focus on demographics of individuals aged 25-50 with an annual income exceeding ₹3 lakhs.
However, their targeting strategy extends beyond individual consumers. A key segment includes automobile manufacturers, who rely on Exide for reliable batteries and inverters for their vehicles.
Individual vehicle owners also fall within their target group, encompassing those with two-wheelers, four-wheelers, or those seeking home inverter solutions.
Exide positions itself as the go-to brand for affordable, high-quality batteries. They emphasise the ruggedness and reliability of their products, often backed by lifetime warranties. This value proposition resonates with both individual consumers and manufacturers alike.
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Digital Marketing Strategies of Exide Industries LTD
Social Media Marketing
They have around 25K+ followers across all social media channels like Facebook, Instagram and Twitter. Exide Industries LTD 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 19.9k+ Followers. On the Instagram account, they post promotional videos of their product with the RCB team, campaigns and offers videos.
Source: Instagram.com
Facebook: ExideCare 4.1L+ Followers. On their Facebook account, they post about the Exide products, marketing campaigns and many more…
Source: Facebook.com
LinkedIn: Exide-industries-limited 1L+ Followers and more than 4300+ workers work here. They post about the vacancies available, new product launches and promotions.
Source: LinkedIn.com
Twitter: @ExideCare 7k+ Followers. They tweet about their company. Marketing campaigns and new product launches.
Source: Twitter.com
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.
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SEO Strategies
As per SEO ranking (Position in search results hierarchy), it is said that the number of keywords (words used to find information on search engines like Google) – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see, Exide Industries Ltd has 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 (Non-paid search engine listings).
Influencer Marketing
Source: Google
Exide Industries Ltd scores big with their IPL sponsorship of the Royal Challengers Bangalore This strategic partnership not only boosts brand awareness but also attracts a significant customer base. Their collaborative campaigns leverage RCB’s channels to reach a wide audience.
E-commerce Strategies
Exide Industrie’s products, such as 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. It will be better if they focus a little more on this topic so that they will get more organic visitors to their website.
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Marketing and Advertising Campaigns
Humse Roshan Hindustan
Source: YouTube.com
The Exide battery advertisement ‘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 Industries’ products new commercial highlights the company’s size, 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, like Exide Industries Ltd, 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 Industries Ltd 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 Industries Ltd as a brand that spreads happiness by empowering people and brightening their lives.
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#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 appliances like inverter refrigerators 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 6 million+ views on the YouTube channel. The content strategy, promotions and advertisements were on the point.
The Diwali Invite
Source: YouTube.com
Exide Industries LTD struck a chord with viewers this Diwali season with their heartwarming ad video on YouTube. The video features a relatable scenario: an Exide employee goes above and beyond by fixing a customer’s car just in time for their Diwali celebrations. Touched by the service, the customer extends a warm invitation to the employee to join their Diwali party.
This simple yet effective Exide battery advertisement highlights the strong customer service ethic at Exide Industries. It also tugs at viewers’ heartstrings by showcasing the importance of human connection during festive times. The video’s success is evident by its impressive viewership on YouTube (over 1 million views) and its additional broadcast on television.
Marketing Strategy of Exide Industries LTD That Failed
The campaign was intended to highlight Exide Industries’ commitment to innovation and quality through a series of flashy advertisements featuring high-tech visuals and celebrity endorsements.
Issue: Exide Industries faced backlash for a campaign that was perceived as lacking in authenticity and not reflective of the brand’s core values.
Backlash: The campaign led to significant negative feedback on social media, impacting the brand’s image and consumer trust.
Response: Exide issued a public apology, withdrew the campaign, and refocused its marketing efforts on authentic and value-driven messaging.
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Top Competitors That Influence the Marketing Strategy of Exide Industries LTD
- Amara Raja Batteries: Known for its advanced battery technologies and strong market presence in both automotive and industrial segments.
- Luminous Power Technologies: Offers a wide range of power storage solutions, focusing on innovative and sustainable products.
- SF Sonic Batteries: A subsidiary of Exide, known for its high-quality and reliable batteries catering to various segments.
- HBL Power Systems: Specialises in a diverse range of battery solutions, catering to the industrial, defence, and aviation sectors.
- Okaya Power: Provides diverse energy storage solutions with a focus on technology and customer satisfaction.
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Conclusion
Exide Industries LTD stands out with its socially conscious marketing campaigns, promoting its batteries, inverters, and even life insurance. They leverage the expertise of top marketing minds and embrace the latest trends, like digital marketing. Their presence across social media platforms like Facebook, YouTube, and Twitter allows them to connect directly with a growing online audience.
The recent pandemic has fueled a surge in digital marketing, with internet usage reaching 60% globally. This shift highlights the importance of a strong online presence for established companies. Exide’s digital marketing strategy allows them to design effective campaigns and quickly address any issues that may arise.
Thank you for taking the time to read the marketing strategy of Exide Industries, and do share your thoughts in the comments section below.
Learning From Other Brands
In comparison to other companies, the marketing strategy of Maybelline focuses on leveraging digital influencers and social media campaigns to engage with a younger audience, which has helped the brand maintain a strong presence in the cosmetics market and foster a deep connection with beauty enthusiasts.
Similarly, the Starbucks marketing strategy emphasises creating a unique customer experience through personalised services, loyalty programs, and innovative store concepts, showcasing how a customer-centric approach and consistent brand experience can drive customer loyalty and market leadership.
Additionally, the Reliance marketing strategy highlights the company’s focus on affordability, wide product range, and strategic acquisitions to expand its market reach and customer base, while also emphasising opportunities for growth through digital transformation and robust customer engagement. These examples illustrate how effective branding and targeted marketing initiatives can foster brand loyalty and industry leadership across various sectors.
FAQs About the Marketing Strategy of Exide Industries Ltd
Q1. What is the marketing strategy of Exide Industries Ltd?
The marketing strategy of Exide Industries Ltd focuses on leveraging innovation, robust distribution networks, and digital marketing.
Q2. How does Exide Industries use digital marketing?
The marketing strategy of Exide Industries uses SEO, social media engagement, e-commerce strategies, and a mobile app to reach and engage customers.
Q3. What are some notable products by Exide Industries?
Some of the notable products of Exide battery company include lead-acid batteries, lithium-ion batteries, and power storage solutions for automotive and industrial applications.
Q4. Who is Exide Industries’ target market?
Consumers seeking reliable and long-lasting energy storage solutions, including automotive enthusiasts and technology advocates, form a part of Exide Industries Ltd's target market.
Q5. What are Exide Industries’ most notable advertising campaigns?
One marketing strategy of Exide Industries, the ‘Power of’ campaign, highlighted the key benefits of using Exide batteries.
Q6. Who are the main competitors of Exide Industries?
Amara Raja Batteries, Luminous Power Technologies, SF Sonic Batteries, HBL Power Systems, and Okaya Power are some of the main competitors of Exide battery company.
Q7. Has Exide Industries faced any failed campaigns?
Yes, a marketing strategy of Exide Industries faced backlash for a campaign perceived as lacking authenticity, leading to a public apology and withdrawal of the campaign.
Q8. What is Exide Industries’ mission?
Exide Industries Ltd aims to provide reliable and innovative energy storage solutions to its customers.
Q9. What motivates Exide Industries’ target audience?
Some motivating factors of Exide Industries' product target audience include seeking reliable and long-lasting energy storage solutions from a trusted brand.
Q10. What is the latest business news about Exide Industries?
Exide Industries Ltd announced a strategic partnership with a leading European battery manufacturer to expand its product portfolio.
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