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Aditya Shastri
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Updated on: Oct 21, 2022
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About Greaves Cotton Limited
Greaves Cotton Limited was founded in 1859 by James Greaven and George Cotton. It was incorporated in 1922 as a private limited company. Then in 1947 the owner of Thapar group Lala Karam Chand Thapar purchased and converted it into a public limited company. The company’s headquarter is situated in Mumbai.
The chairperson Mr Karan Thapar and Greaves Cotton believe that Technovation is at the core of what they do. They are a multi-product and multi-location company with a rich legacy of 162 years.
It stands as a diversified engineering company and a leading manufacturer CleanTeach Powertrain solutions (CNG, petrol and diesel engine), Generator sets, Farm equipment, E- Mobility, Aftermarket spares, and services.
Greaves Cotton has a fairly large share in the BSE and NSE along with other competitors like Cummins India Ltd, and Kirloskar industries ltd. The company has a market capitalization of 4,438Cr but has taken a huge hit as its profit after tax (PAT) takes a dip of 92.28% ie from Rs 147.51 Cr in 2022 to Rs 10.36Cr with a tremendous amount of profit cut done to expenses with non-recurring items (33.49Cr).
The company strongly believes in its CSR activities, they have conducted 8 such activities which include Reskilling, Supporting coworkers, Student Scholarship Programme, and many more.
| CEO | Nagesh Basavanhalli |
|---|---|
| CMO | – |
| Area Served | Worldwide |
| Industry | Engineering |
| Market Share/ Revenue | Rs 13391 Million |
| Vision | Building productivity solutions for a cleaner planet, responsibility |
| Tagline | Driven By Passion Guided By Technovation |
Marketing Strategy Of Greaves Cotton
They don’t have an elaborate marketing strategy, though they seem to be coming up with campaigns and making an effort to increase their digital presence across various social media platforms.
Segmentation, Targeting, and Positioning
Segmentation
Over the years the company has tapped into various segments such as Engine, Retails E-Mobility, Finance, and Tech Services. Despite all the sectors seeming to be very different, they complement each other to the core.
The engine sector caters to auto applications and non-auto applications. They have their own retail market along with Auto EV MART and AfterMarket. The finance segment formally known as E-motion helps the end-user to transfer its use to E-Mobility containing 2,3 and 4 wheelers. Hence they have created a very clean knit company that is pretty much self-sustainable.
Targeting
They have a target market of OEM (original equipment manufacturer) customers such as
And also enable financial service through E-Motion to enable the end customer to buy their 2-wheeler EV range.
Positioning
Greaves Cotton LTD is said to be a good quality company based on 10 years of previous financial records. Compared to its past it said that the company now stands in the overvalued zone and according to various price trend analyses it is a strong buy as the prices may increase in the future.
Marketing Campaigns
- # NEW GREAVES 2020
This campaign was the launch of the improved and refreshed Greaves Cotton 2022 having a new vision, new energy, new ambition, and new aspiration. They aim to be agile, transformative, and future-ready to cater to the evolving needs of their value-conscious customers.
2. #GROW WITH GREAVES Q3 FY’22
This campaign focuses on the analysis of their financial performance and growth as against Q2 FY’22. This is an informative campaign that helps the end-user understand where the company stands financially and helps them gain confidence in the same.
3. #WOMEN DRIVING CHANGE
This campaign focuses on how women from different fields are here as the driving change. The campaign hasn’t been particularly successful or a failure. As the company at present hasn’t made a real effort to market itself and is working towards increasing the same, they seem to need to put in a lot more effort.
Social Media Marketing
Where can they be found?
Facebook:10,895
Instagram: 2181
LinkedIn: 41,204
Twitter: 2207
They have maximum followers on their LinkedIn profile, along with regular posting regarding their activities and celebrating various festivals, they are also active in terms of hiring for various designations from this platform. Most of their content leans upon their product launches, and festivities and has a pinch of informational content keeping users up to date with their financial progress.
SEO Strategies
The SEO strategy is very poor and has a huge scope for improvement, their organic keyword is as low as 64, which makes sense with their major target customers being OEM but as they are also now selling their 2-wheeler EV directly to their customer; they should take in the necessary action to ensure high and constant sale.
The monthly traffic on the website is also very low and sees a shoot in Oct 2021 and slowly coming back to its original state. During OCT 2021 they managed to sell 7500 EVs. Greaves Cotton stands a long way to reach its true potential in the digital era and improve its SEO strategies.
Influencer Marketing
The company made its first influencer collaboration on 17th March 2022. It collaborated with the influencer Priyanka Kocchar who is more popularly known as ‘BIKE WITH GIRL’. She is a digital creator who is on a new motorcycle every day! with 970K followers and with 1542 posts. Her post on Greaves Cotton 2-wheeler EV has garnered 87,331 views which have gained huge exposure and it was a very good decision made by the company.
E-Commerce Strategies
Greaves Cotton only sells its 2-wheeler EV directly to its customers through their subsidiary AMPERE by Greaves. This section can be easily accessible through their homepage as well as customers ready to know the company can directly go to the homepage of AMPERE by Greaves.
Content Marketing Strategies
They put social media posts on nearly every occasion and keep users updated with their product launches.
They have a blog section on their website which seems to be fairly active than their social media accounts; there are two sections in their blogs, one focusing on the Brand and the other on Humans of Greaves.
The company has a great amount of focus on its CSR activities with the Greaves PRIME Programme and the Greaves scholarship program being their latest.
This ends our elaborative marketing strategy of Greaves Cotton. Let us conclude our learning below.
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Aditya Shastri
Lead Trainer & Business Development Head at IIDE
Aditya Shastri leads the Business Development segment at IIDE and is a seasoned Content Marketing expert. With over a decade of experience, Aditya has trained more than 20,000 students and professionals in digital marketing, collaborating with prestigious institutions and corporations such as Jet Airways, Godrej Professionals, Pfizer, Mahindra Group, Publicis Worldwide, and many others. His ability to simplify complex marketing concepts, combined with his engaging teaching style, has earned him widespread admiration from students and professionals alike.
Aditya has spearheaded IIDE’s B2B growth, forging partnerships with over 40 higher education institutions across India to upskill students in digital marketing and business skills. As a visiting faculty member at top institutions like IIT Bhilai, Mithibai College, Amity University, and SRCC, he continues to influence the next generation of marketers.
Apart from his marketing expertise, Aditya is also a spiritual speaker, often traveling internationally to share insights on spirituality. His unique blend of digital marketing proficiency and spiritual wisdom makes him a highly respected figure in both fields.