In our last blog, we discussed an in-depth SWOT analysis of Havells India in-depth. In this article, we will go over the marketing strategy of IFB Industries.
In this case study, we are going to study the marketing strategy of IFB industries, its marketing campaigns, social media, SEO strategies, e-commerce strategy, etc. and more.
Marketing is a part of a company’s DNA that can either 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, then you should definitely check out IIDE’s Free MasterClass on Digital Marketing by our CEO and Founder, Karan Shah.
We will fully cover our marketing strategy for IFB Industries in this blog. Before we begin our deep dive, let us start by learning the company’s story, target audience, and digital presence.
About IFB Industries – Company Overview
IFB is originally known as Indian Fine Blanks Ltd. The company started in 1974 in India in collaboration with Heinrich Schmid AG of Switzerland. Its divisions are located in Kolkata and Bangalore.
The company was incorporated on 12th September 1974, in West Bengal. The company was promoted by Bijon Nag, an engineer. The company’s main objective is to manufacture fine blanking tools and components used in a wide range of engineering industries. In 1989, IFB began producing fully automatic washing machines and other state-of-the-art appliances. IFB is a very reputed company because of its quality, durability and technology. They positively impact people’s lives and the environment.
Their expertise is a world classroom tool with its advanced pressed technologies and machinery. Their home appliances are created with the appropriate technology and innovations to assist families in receiving the care they require.
|CEO||Raj Shankar Ray|
|Market Share/ Revenue||27.4 billion Indian rupees|
|Vision||To be synonymous with Innovation & Technology in its chosen fields of business activities and to excel in Quality & Services to be in consonance with Global Standards.|
|Tagline||IFB Home appliances – Set yourself free|
Marketing Strategy of IFB Industries
Let’s know more about the marketing strategy of IFB Industries! And how it carries on with its marketing campaigns etc.
Segmentation, Targeting and Positioning
Segmentation: Dividing a market into segments based on demographics, requirements, priorities, shared interests, and other psychographic or behavioural traits that help to better understand the target audience. Talking about the segmentation of IFB Group it is associated with the marketing and manufacturing of high-quality products. it has segmented its business into those households that are seeking a luxurious life.
Targeting a business’s choice of potential customers to whom it wants to sell products or services. The targeting approach requires segmenting the market, selecting the most relevant segments, and identifying the products that will be supplied in each segment. So here in this case the targeted audience of IFB industries is upper-middle-income bracket individuals who love to live a luxurious lifestyle. It deals in products of premium quality and hence has adopted a premium pricing system for its company.
Positioning focuses on how the customer perceives a product or service in comparison to the competitors, which is critical for gaining a competitive edge in the market. To gain a competitive edge in the market, Mahindra & Mahindra always positions itself as a quality and premium The company faces stiff competition in the consumer market but has still maintained its premium pricing because it is confident that customers will choose quality over prices any day. Hence it has been able to maintain a value-added policy because its loyal customers realise that the company is offering the best possible product in that price range.
In 2021, IFB industries subsidiary IFB appliances conducted a TVC advertising campaign that showcased the launch of IFB LAUNDRIMAGIC™, India’s first 3-in-1 laundry machine – Wash Dry Refresh. With the introduction of this all-in-one laundry machine, customers are now able to experience an uncompromised laundry experience.
The TVC video published on youtube has immense views of more than 2.4 Million reasons the strategies used to promote the video include captivating video creation, choosing keywords wisely, using of right hashtags in the description, and eye-catching thumbnails etc. and many more. This TVC campaign aired by IFB industries got successful by utilizing these strategies.
During Covid and after the end of the first lockdown. When everything was beginning again, IFB industries launched an ad campaign on Youtube which highlighted the promotion of IFB Point where customers can discover something new every time from home appliances to kitchen solutions. In the video, you will see a lady describing her experience at the IFB point and the trust she has in executives at IFB.
Through the advertisement, IFB industries want to indicate that IFB point is the place where you will find all precautions in place and world-class home appliances and products. And IFB point is something you can call your friendly neighbourhood store.
The TVC ad campaign got a viewer base of more than 881k+ and this means the campaign was successful.
The 3rd most popular ad campaign by IFB is IFBs’ all-new – FastCool –The Zero Compromise AC. The video highlights the unveiling of the all-new AC along with descriptions of its top-class features.
The ad campaign on Youtube got views of more than 560k+ considering it successful and all credit goes to the marketing team who placed the right Youtube marketing strategies before publishing the video.
In the marketing campaigns by IFB industries, we have mentioned the top 3 videos by the brand that immensely got popular on Youtube. You can find more ad campaigns published by the company on their Youtube channel.
Social Media Marketing
Social media marketing is really important when it comes to gathering the audience at large and no wonder a brand like IFB Industries uses it to its full advantage.
IFB Industries can be found on four social media platforms namely Facebook, Twitter, LinkedIn and Instagram. You can visit and check their content on all the platforms. IFB industries pages on all social media platforms are by the name IFB appliances.
The posts posted by IFB appliances on all platforms are the same except LinkedIn where the posts are only related to hirings and job opportunities at IFB Industries. The posts on other platforms are related to the promotion of new launches of products and services, environment & sustainability, industry-related tips and guidance, health & hygiene, festivals wishes etc and more.
- Instagram: ifbappliances profile on Instagram has a total of 24.1k+ followers.
- LinkedIn: IFB Industries Ltd’s profile on LinkedIn has a total of 33k+ followers.
- Facebook: IFB Appliances profile on Facebook has a total of 135,000+ followers.
- Twitter: IFB Appliances profile on Twitter has a total of 5.5k+ followers.
As we can see from the above stats, the brand is most followed on Facebook and they keep their followers hooked up more on Facebook as they are super active there. The type of content that the brand utilises is; informational, and promotional, and as well as they do product launches too.
Hey, If you want your business to get success on social media platforms or have a curiosity about how marketing works on these channels, then you must check out the short-term SEM course offered by IIDE in which you will get everything you are looking for to know-how marketing works on social media.
As SEO ranking suggests, the Number of organic keywords – below 500 is poor, above 1000 is characterised as good and 10,000+ is characterised as stunning.
As we can see https://www.ifbindustries.com/ has just crossed the boundary of 1,500 keywords that can be characterised as fair in SEO terms.
This shows that the digital marketing of IFB Industries is gaining quite a good number of insights, but they need to work more in this area.
Also, the traffic per month is approximately 7,000k+ which is a good statistic. Hence, IFB Industries is doing great in SEO, but still needs improvements in its SEO strategies while working hard enough to keep the brand soaring in the Google organic SERP results.
If you are someone who doesn’t want to miss any step in implementing the right SEO for your new website, then you must have a thorough go-through of our in-depth blog on Step-by-Step Guide on SEO for New Websites in 2022 – IIDE where you will explore a new website SEO checklist, all the SEO requirements for a new website, how long does SEO takes to work for a new website, and more.
To get your name into the minds of the audience, the influencers make up a great way through which the company can market their products and create brand loyalty and awareness as people do connect with the celebrities.
When we talk about the influencers which IFB Industries have onboarded for marketing its products, then here we cannot see IFB industries using this mode of marketing.
As it is a B2C brand, IFB should understand that its products and services are meant to be promoted through this mode of marketing. Influencer marketing is a marketing technique through which a brand can get customers traction that they can’t even imagine.
IFB Industries subsidiary IFB appliances imply the e-commerce strategy too and have its online selling portal through which its customers and audience can buy products via its online store.
All of the brand’s products can be bought by the customers through this online store. Customers can buy or enquire about every category of home appliances and products be its air conditioners, microwaves, chimneys, refrigerators, washing machines etc. and more.
The e-commerce website of IFB appliances is well optimized and the website loading time is really fast.
Same products by IFB appliances are available on other third-party e-commerce websites like Amazon, Flipkart, Croma, Reliance etc. and more.
IFB Industries subsidiary IFB appliances have a mobile application by the name ‘My IFB’ through which the customers of IFB can access all the services by the brand – IFB Appliances be it from home or office one can monitor its smart appliances, order IFB essentials and raise a service request in a click. The application on the play store has more than 100k+ downloads and it is indeed helping the users who consume IFB appliances.
Content Marketing Strategies
The content marketing strategy used by IFB Industries is in the shape of blogs. On the website of IFB appliances, there is a whole other tab of blogs where one can get knowledge on different topics.
The blogs and articles posted by IFB appliances are related to top reasons, tips and guidance using IFB appliances, and recipes that can easily get cooked in IFB microwave ovens, laundry, living and kitchen solutions etc. and more.
This ends our elaborative marketing strategy of IFB Industries. Let us conclude our learning below from the marketing strategy of IFB Industries.
What’s Unique in IFB Industries Marketing?
To conclude, IFB has a huge customer base and is rightly positioned in the minds of its target market, audience and customers. All thanks to the amazing marketing strategies that IFB industries or IFB appliances used be it SEO, SMM, content marketing, mobile app, e-commerce etc.
The company has outperformed its competitors, and the main reason for this is the company’s outstanding marketing efforts in highlighting the brand to its customers.
Since the last two years in a pandemic, everything has gone digital over the period of time and due to this the importance of digital marketing has increased drastically, so it has become important to know about this growing field in detail.
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 IFB Industries has given you a good insight into the company’s marketing strategies.
If you like such in-depth analysis of companies just like the marketing strategy of IFB Industries check out our IIDE Knowledge portal for more fascinating case studies.
Thank you for taking the time to read the marketing strategy of IFB Industries, and do share your thoughts on this case study marketing strategy of IFB Industries in the comments section below.