In our last post, we learned about the marketing strategy of Sun Tv Network, an Indian media organization. In this blog, we will discuss the marketing strategy of JSW Energy, India’s leading power company.
The objective is to learn and gain insights into JSW Energy and how it became India’s leading power company. The aim of this company is to utilize the resources most efficiently and contribute to making India one of the ultimate power performers in the world.
Marketing is a component of a company’s DNA that can either make it or break it. As users across the world go digital, marketing has tracked them to the digital domain as well. If you are interested in new-age digital marketing, then you should check out IIDE’s Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.
We will fully cover the marketing strategy of JSW Energy in this blog. Before we begin our deep dive into the marketing strategy of JSW Energy, let us start by learning the company’s story, target audience, and digital presence.
About JSW Energy – Company Overview
JSW Energy Ltd belongs to the JSW Group and is one of the leading power generation companies in India. JSW Energy accounts for 4531 MW of power generation capacity. Out of this, JSW Energy operates thermal power which accounts for 3140 MW and hydel for 1391 MW. Besides power generation, the company has also engaged in power trading since June 2006.
JSW Energy Ltd was integrated on March 10, 1994, as a joint venture between JSW Steel Ltd and Tractebel S.A. Belgium and named Jindal Tractebel Power Company Ltd. The company started commercial operations of Unit-II of the 2×130 MW Power Plant at Toranagallu on January 18, 2000, and on August 5, 2000, they started commercial operation of Unit-I of the 2×130 MW Power Plant at Toranagallu.
In December 2001, Tractebel S A Belgium sold their shareholdings in the company to ICICI IDBI and Jindal group companies. Thus, the name of the company was changed from Jindal Tractebel Power Company Ltd to Jindal Thermal Power Company Ltd on January 17, 2002. To have the group identified, the company further changed its name to JSW Energy Ltd on December 7, 2005.
|CEO||Mr Prashant Jain|
|Market Share/ Revenue||₹89,340 million (US$1.2 billion)|
|Vision||JSW Energy aims to be India’s leading power generation company driven by efficient operations and low carbon footprints.|
|Tagline||JSW Energy – Lighting Up the Future|
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
- 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.
- 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.
- Positioning – As for the positioning of the company in the market, it is one of the leading companies in power generation and trading.
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.
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.
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.
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.
What’s Unique in JSW Energy Marketing?
As JSW Energy is one of the leading power generation companies JSW Energy accounts for 4531 MW of power generation capacity. Out of this, JSW Energy operates thermal power which accounts for 3140 MW and hydel for 1391 MW, the biggest issue plaguing them is their effort in marketing. Marketing is an important function in the company’s existence and in the current scenario, there is a rapid increase in digitalization.
Though the company seems to be taking baby steps towards the same and has started with influencer marketing, they need to have a very strong SEO base to improve its monthly traffic and increase its presence; nevertheless, they have a long way to go. The company has turned its head toward hiring digital marketing as well as marketing professionals; hoping this step would yield the much-required results.
The importance of digital marketing has been booming ever since the pandemic and it is here to stay, it is shifting from ‘it’s nice to have digital marketing skills to a must-have skill.’
Just like JSW Energy, almost every other company is looking to improve their digital presence and hence looking for digital marketers. If you would like to learn more and develop skills, check out Online Digital Marketing Course to learn more. Or else you can attend one of our free online masterclasses held by IIDE’s CEO, Karan Shah which will give you a glimpse into the world of digital marketing.
We hope this blog on the marketing strategy of JSW Energy has given you a good insight into the company’s marketing strategies.
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