Marketing Strategy of JSW Energy: Campaigns & Audience

Marketing Strategy of JSW Energy

JSW Energy Limited (JSWEL) is a division of JSW Group in India which is involved in various areas of power: Generation, Transmission, and Trading. The company does not produce anything to be sold, they generate and transmit energy throughout India. It is also the largest private producer of hydropower in the country, with a total hydro asset base of 1,300 MW.

Segmentation, Targeting, and Positioning

1. Segmentation – JSW Energy established JSW Power Trading Company Ltd. (JSW PTC) in 2006 as part of its vision to become a full-spectrum power company. Today, it is one of the ultimate power trading companies in India. It caters to the power needs of various industries by making clients to power exchanges. JSW believes that utilizing the latest and best equipment lends a competitive edge. Situated 20 km from Barmer, Rajasthan, JSW’s Barmer plant sources lignite from the Barmer Lignite Mining Company Limited (BLMCL). The mining company has the right to develop lignite mines in two adjoining blocks – Kapurdi and Jalipa.
   
2. Targeting – The company does not produce anything to be sold, they generate and transmit energy throughout India. So the concept of targeting does not apply to JSW Energy.
3. Positioning – As for the positioning of the company in the market, it is one of the leading companies in power generation and trading.

Marketing Campaigns

JSW Energy has launched many projects to promote green energy and renewable energy in India. Some of them are-

JSW Energy to set up green projects –

JSW Energy and Maharashtra Government have signed 2 MoUs to set up 2 green projects worth Rs 35,500 crore. The agreement is under the State Government’s Magnetic Maharashtra 2.0 initiative, started last year, to focus on promoting investment and growth. The two new projects will supply green renewable power continuously, and help Maharashtra reduce its reliance on non-renewable sources of energy. The projects are expected to kick off in 18 months and are expected to generate 6,500 MW of clean energy in northern and western Maharashtra.

JSW Energy signs PPA with SECI for wind power of 450 MW –

JSW Energy, one of the leading power generation companies in India announced that JSW Renew Energy Two, a project SPV formed by JSW Future Energy – 100% subsidiary of JSW Energy has signed a power purchase agreement (PPA) with Solar Energy Corporation of India (SECI) for the accumulative contracted wind capacity of 450 MW. With the signing of this PPA, about 2,218 MW of PPAs for Wind and Solar projects have been signed by different subsidiaries of the Company in the past few months and marks a significant milestone in the Company’s evolution to become primarily a renewables driven player.

JSW captures the Rio contingent’s resolve, saying #RuknaNahinHai

JSW energy launches the social media campaign #RuknaNahinHai with the purpose to raise awareness about the RIO Olympics 2016. JSW Energy titles the campaign #rukhnaNahiHai to show the 12 contestants of India. The video started with a little girl who is determined to do sports and ended with introducing the 12 contestants in the Rio Olympics. This campaign was successful with 3.1Million views. The hashtags, promotions and advertisements were on the point. 

Social Media Marketing

JSW Energy is active on all the social media pages, the social media pages are well maintained and it also has a nice amount of audience. Most of the social media content is for grown-up audiences.

Facebook – They have a verified profile on Facebook with a following of 1346 people.

Instagram – They have a following of 2439 followers on Instagram.

Twitter – A verified profile on Twitter with 11.9k followers.

LinkedIn – They have a LinkedIn account with 36,878 followers.

JSW Energy is more active on Twitter and LinkedIn compared to Instagram and Facebook. Their content is mostly related to new project launches and promotional posts related to hydropower. 

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, JSW Energy has 198 organic keywords and it’s considered very bad. That means the digital marketing of JSW Energy is gaining not a good number of insights.

Also, the traffic per month is around 1K+ which is not good. Hence, JSW Energy needs improvements in its SEO strategies while working hard enough to keep the brand soaring in the Google organic SERP results.

Influencer Marketing

Most of the marketing of JSW Energy relies on the parent company and sister companies like JSW Sports, JSW Steel, JSW Paints, etc. For example, JSW Sports sponsored a lot of athletes for the Tokyo 2020 Olympics. Neeraj Chopra, the first-ever Gold Medalist of the Javelin Throw event from India helped to promote green energy and renewable energy for the company for a brief period. 

E-commerce Strategies

JSW Energy does not have an online selling portal. They do not have an eCommerce strategy because energy is not something that can be sold directly to consumers. They have an official website which has all the information regarding the company available on it including financial reports, statistics of the company, etc.

Content Marketing Strategies

Most of JSW Energy’s posts, blogs, and social media images are related to green energy, renewable energy, and less carbon emission while power generation. Its main goal is to become the country’s most substantial full-service power company with the most efficient utilization of resources. They are promoting green energy and renewable energy through various projects led by them not only in India but even internationally.

This ends our elaborative marketing strategy of JSW Energy. Let us conclude our learning below from the marketing strategy of JSW Energy.