Detailed Marketing Strategy of Hindalco Industries – A 360° Analysis

About Hindalco Industries

Hindalco Industries is the world’s largest aluminium rolling corporation and one of the most prominent producers of primary aluminium in Asia. Hindalco also holds a record for being the world’s largest copper smelter at the same location. Hindalco is an industry boss in aluminium and copper. Hindalco strengthened its position in value-added alumina with the help of mergers and acquisitions with Indal, Birla Copper, and Mt. Gordon Copper Mines in Australia. Hindalco is known for being conscious about the quality of its products; it has been stated as one of the core competencies of the company. Hindalco has a well-established distribution network, which covers a wide and scattered geographic market.

Hindalco is headquartered in Worli, Mumbai and is currently present in more than 12 countries. Its consolidated turnover is about $18 billion. Hindalco is big on product innovation and creating a cultural and friendly atmosphere for its employees. Hindalco has been able to sustain itself as an industry leader due to its ever-evolving marketing strategies and a massive workforce north of 40,000.

Hindalco acquired Aleris Corporation in April 2020, through its subsidiary Novelis Inc. In India, the company’s aluminium units across the country contain the scale of operations from bauxite mining, coal mining, alumina refining, captive power plants and aluminium smelting to downstream rolling, extrusions and foils. Today, Hindalco classifies among the global aluminium giants as an integrated producer.

Marketing Strategy Of Hindalco Industries

Hindalco has a heterogeneous group of brands under its roof and hence a homogeneous marketing strategy won’t be the best thing for it. Products like fertilisers under Birla Balwan are targeted toward farmers and gardeners whereas Superwrap and Freshwrapp are focused on retailers and end consumers. Hindalco has stylishly adapted to these channels and made a well-established customer base. It also indulges in topical Content Marketing where they use sarcasm and jokes about the current affairs of the country which fairly attracts the younger audience and helps them spread brand awareness through various demographics.

Segmentation, Targeting and Positioning

Via a complex STP model, one can understand how the company has Segmented its role and customers in the market. What kind of customers or audience it is entertaining and finally once the target customer base is specified, where does the company want itself positioned.

Segmentation

Hindalco is an aluminium and copper rolls producer which entertains businesses who use these as raw materials [B to B]. Other brands like Superwrapp and Eternia lie under consumer-centric segments. Hindalco majorly focuses on B to B sales and supplies aluminium rolls for cans to almost the majority of the players.

Targeting

Hindalco targets interior designers and ends customers to add quality aluminium windows to their dream houses. The foil and packaging business funnels down to Indian households and chains of retailers. 

Positioning

Hindalco has successfully positioned itself supremely high in the customer’s view with regards to premium quality, packaging, and post-sales services. Various CSR campaigns along with timely marketing campaigns have allowed Hindalco to achieve this feat.

Marketing Campaigns

• WOMEN AT HINDALCO

This campaign was run across Facebook and Instagram. #womenathindalco mainly conveys the story of an employee named Ankita Ekka, who became the first woman to handle a complete shift at Renukoot’s alumina operations and had to manage many employees under her. This story was put across to spread the word about women’s empowerment and how in this male-dominated field women were bravely initiating to take up leadership roles. This promotes the beautiful work culture of Hindalco as a workplace making it comfortable for the new employees and reassuring the investors about their belief in the institution.

• NEW SPECIES OF WINDOWS

In this campaign, Hindalco emphasised the fact that one should get windows for their home which provide them with a natural finish and feel like wood but also comes with the durability of aluminium. Inhouse innovation has led to windows made out of geranium with a fresh finish of forest wood. They go ahead with a tag of #newspeciesofwindows and are trying to depict that if a monkey believes that the window is made out of wood, we humans will feel the same. 

• HINDALCO KA SALAAM

In this campaign, Hindalco pays its gratitude to INDIA as a country and its government for always trusting Hindalco and its aluminium and copper products while building spaceships for space expeditions and many other uses in the defence. Hindalco uses #hindalcokasalaam as a tag to tip its hat off to the country as a whole on the occasion of Independence day.

Social Media Marketing

Hindalco Inds. and its other brands are actively present on a variety of major social media platforms including Facebook, Linkedin, Instagram and Twitter. Following are some numbers you would be interested in before moving forward.

Hindalco is fairly active on all of the above-mentioned platforms. It uses different forms of content marketing on all these platforms. Twitter is used for informative content and product launches whereas Instagram and Facebook are employed with more Topical content marketing. It also has separate websites and handles for some of its brands. Eternia- the newest addition to the family of brands under Hindalco is a D to C brand [direct to consumer] which deploys a different arrangement of marketing strategies. Hindalco has the largest following on Linkedin with about 159,779 followers.

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, Hindalco Industries has 36k+ organic keywords which are amazing. That means the digital marketing of Hindalco Industries is gaining a good number of insights.

Also, the traffic per month is around 99K+ which is good. Hence, Hindalco Industries needs improvements in its SEO strategies while working hard enough to keep the brand soaring in the Google organic SERP result.

Influencer Marketing

Hindalco is in such a space and segment of the industry that it does not require a special influencer marketing vertical for its marketing ventures. But Hindalco has made use of its top-level management and its fame and large fan followings across many age groups to convey their company’s messages to the audience. Mr Satish Pai is seen in many such campaigns.

E-Commerce Strategies

The E-Commerce strategies of Hindalco include posting products such as Superwrap, Freshpak, and Superwrapp on giant websites like Flipkart and Amazon. Other than retail outlets like Dmart and many bricks and mortar shops, Hindalco earns a majority of sales from the above-mentioned websites. 

Mobile Apps

Hindalco does not execute any mobile apps to sell its products but it has published two applications named HINDALCO WOMEN CONCLAVE II and HINDALCO HR SUMMIT 2021. This move by Hindalco stands as a visionary step towards its alignment with technology. One can use these apps to enhance their event experience by connecting with the right people and maximising their time at the event. One can connect with attendees who have similar interests by using the chat feature. They can also access speaker information at their fingertips.

Content Marketing Strategies

Content marketing strategies used by Hindalco are pretty easy to understand and the audience can get the hook of it very quickly. It’s crisp, to the point and conveys the message the firm wants to support efficiently. Hindalco’s social media marketing team has been often observed publishing witty topical content on various platforms. For example, below we see a post from Hindalco’s Instagram feed where they effortlessly talk about the current ongoing topic – COVID-19.

This ends our elaborative marketing strategy of Hindalco Industries. Let us conclude our learning below from the marketing strategy of Hindalco Industries.