In our previous article, we learned in detail about the marketing strategy of Indiabulls Real Estate. In this article, we are going to elaborate on the marketing strategy of Kepco – Korea Electric Power Corporation.
Korea electrical power Corporation (KEPCO) was innovated under the Korea electrical power Corporation Act to grease the development of electrical power sources, satisfy the nation’s electrical power force and demand, and contribute to the development of public frugality.
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In this post, we will fully cover all the aspects of the marketing strategy of Kepco. So let’s begin by learning a little more about the company.
Korea Electric Power Corporation (NYSE KEP, KRX 015760), more known as KEPCO or Hanjeon is the largest electric utility in South Korea.
KEPCO is responsible for the generation, transmission, and distribution of electricity and the development of electric power systems including those in nuclear power, wind power, and coal.
KEPCO, through its accessories, is responsible for 93 percent of Korea’s electricity generation as of 2011.
The South Korean government (directly and indirectly) owns a 51.11 share of KEPCO. Together with its cells and accessories, KEPCO has an installed capacity of MW. On the 2011 Fortune Global 500 ranking of the world’s largest companies, KEPCO was ranked 271.
KEPCO is a member of the World Energy Council, the World Nuclear Association, and the World Association of Nuclear Motorists. As of August 2011, KEPCO possesses an A credit standing with Fitch Conditions while Moody’s has assigned KEPCO an A1 stable standing.
Originally located in Samseong-dong, Seoul, KEPCO headquarters was repositioned to the municipality of Naju in South Jeolla Province in August 2014 as part of a government decentralisation program.
The move, which has been in the factory for a time, has been controversial. Jong-Kap Kim is the president and CEO of KEPCO.
|Area Served||13 countries worldwide|
|Market Share/ Revenue||73% of the power generation market.|
|Vision||Global no 1 grand platform corporation in Power Facility Corporation in Power Facility Maintenance Industry.|
|Tagline||“light to the world, love to neighbours”|
Marketing Strategy of Kepco
Kepco marketing examines the brand by marketing framework which includes maintaining performance and also the competitiveness of already existing business to leverage on large investments, especially in the various parts of the operation, these marketing strategies contribute to the growth of the company.
Segmentation, Targeting and Positioning
- Segmentation – Kepco does segmentation based on the following criteria – geographic, demographic, usage, user status, income, lifestyle, value proposition priorities, benefits sought, loyalty status, gender, social class, self-perception, psychographic factors, and other attitudes.
- Targeting – Once the overall market is divided into various segments then Kepco Matt needs to choose a target segment or a few target segments. The key is not to be everything to everybody as the products can only deliver specific value propositions.
- Positioning – Positioning is the position of the brand or Kepco products in the minds of target customers – based on distinctive features, qualities, and functions.
Campaign for Traditional Market Promotion
Kepco E&C carried out a campaign to promote the traditional market by taking part in the 17th Pyeonghwa Market Cultural Festival held in Pyeonghwa-dong, Gimcheon-si.
The campaign included shopping at the traditional market, distribution of PR materials for the traditional market, and observation of the opening ceremony of the Cultural Festival.
200+ Kepco E&C employees and their family members were committed to playing a key role in local development. They promoted the local economy through the movement to encourage shopping at traditional markets and purchasing products manufactured by local small companies.
KEPCO E&C will continue participating in such campaigns and events.
Social Media Marketing
KEPCO company can be found on Facebook,
LinkedIn, Instagram, and Twitter.
- LinkedIn – 17,402 followers
- Facebook – 752 followers
- Instagram – 34.8k followers
- Twitter – 18.7K followers
Kepco is most active on the Instagram platform. They made more than 1,600 posts on Instagram. Their post is mostly promotional and informational about the product.
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, its website has 72 organic keywords and it is not good. That means the digital marketing of Kepco is not up to the mark and is not gaining a fair number of insights. Kepco’s digital marketing is not successful in attracting a large number of visitors. The monthly traffic is only in the 1k+ range, which is not impressive
Kepco does not have any eCommerce strategy because most of its work is onsite. It would be harder to deliver the same level of service to their customers online than physical.
Kepco Limited is a company that is engaged in electricity grid infrastructure development through generating practices. E-commerce doesn’t take up much space in the marketing strategy of Kepco. Kepco does not have an E-commerce portal, however, they do have ample information on their website and various offices of their, through which a potential client can reach out to them for any business-related inquiry.
Kepco being an electric power projects company including those in nuclear power, wind power, and coal doesn’t do any influence marketing.
Content Marketing Strategies
Kepco Limited does not use any content marketing strategies and they are not active in this section of posting different articles on their website. They do say about their achievements on their website and the growth strategy they are going to imply in future.
This ends our elaborative marketing strategy of Kepco. Let us conclude our learning below from the marketing strategy of Kepco.
What’s unique about Kepco’s marketing strategy?
In conclusion, Kepco is not much included in marketing strategies like SEO, eCommerce, Influencer, SMM etc. as it is a service-based company and it deals in the distribution of electricity so the above strategies don’t take up much space in the marketing strategy of Kepco.
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