In our last article, we discussed the complete marketing strategy of MAGGI, one of the biggest and leading selling products of nestle. In this article, we have unfolded the comprehensive marketing strategy of Motherson Sumi Systems Ltd which is a globally leading supplier of automotive components.
The main objective of this blog is to help our readers gain an insight into the marketing strategies of Motherson Sumi Systems Ltd which helped them acquire a lot of global exposure.
Marketing is considered the heart of an organisation, a system of good marketing strategy is what helps a company grow not only financially but also helps in creating goodwill in the industry. Even though nowadays the structure of marketing has changed a little and has moved towards the digitalization aspect, its importance is only increasing. 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.
In this blog, we’ll take you through a complete 360 guide of the marketing strategy of Motherson Sumi Systems. Before we dig deep into the subject let us learn what is the company Motherson Sumi all about, and what products it deals with.
About – Motherson Sumi Systems Ltd
Motherson Sumi Systems is a manufacturer and global supplier of automotive wiring that is a joint venture between Samvardhana Motherson International Ltd based in India and a Japan-based company called Sumitomo Wiring Systems Ltd. MSSL is a publicly listed company which was founded in 1986 as a part of the Motherson group which was founded in the year 1975 by Mr Vivek Chand Sehgal.
Motherson Sumi Systems is a leading supplier of plastic modules and components in Europe and India. It is the largest auto parts provider in India and was listed in the Fab 50 companies of India in Forbes.
The product range of MSSL includes harnesses, plastic parts which include interiors of the cars, exterior parts of cars, rearview mirrors, metal car parts, and many other automotive components. MSSL’s revenue is Rs 63,737 Cr INR, approximately 5 Billion US dollars according to a study conducted in 2020.
|CEO||Mr Pankaj K Mittal|
|CMO||Mr Mukul Malik|
|Market Share/ Revenue||US$ 8.4 Billion|
|Vision||To be a globally preferred provider of solutions in the independent market of automobiles.|
|Tagline||LOCALLY MADE, GLOBALLY PREFERRED|
Marketing Strategy of Motherson Sumi System Ltd.
The marketing strategy of Motherson Sumi Systems emphasises their core focus on customer value-driven marketing strategy, which not only helps them build an engaging but also a right relationship with the right customer. Motherson Sumi Systems acknowledge that they can’t serve all their customers if they do not have a crucial strategic marketing system, it can serve best based on its resources and capabilities.
Segmentation Targeting and positioning
Motherson Sumi Systems achieves and builds a customer value-driven marketing strategy through appropriate steps of segmentation, targeting, and positioning to remain in the leading of this consumer cyclical industry.
Motherson Sumi Systems decided to break their overall market into smaller segments and groups based on the similarity of their attributes, buying nature, social and economic background, etc. The main objective of segmentation in the marketing strategy of Motherson Sumi Systems is that it will help them reach out to their desired group of customers more precisely and effectively. MSSL divided their segments and their customers based on demography which is based on gender, income, age, occupation, etc, followed by a Cross market segmentation (based on similar customers in different markets) and a psychographic segmentation (based on buying nature, characteristics, personality, etc.
Positioning is an important step in finding and building your own unique and distinct place in this industry. The marketing strategy of Motherson Sumi Systems positions their brand and product in their market which helps in the future. Many factors are involved in the positioning of MSSL such as the relevancy of the position and the corporate image of Motherson Sumi Systems. It generally positions its products slightly higher than market prices to maintain its corporate image.
After the identification of various segments based on different factors, the marketing strategy of Motherson Sumi Systems’s focus target is the global market and internationally manufactured products. Owing to their tagline, they target globally made products. Big renowned names like Jaguar. BMW are their clients.
One of the most important components of a marketing strategy is the campaigns that the company organises, they can be anything promotional, an advertisement through any medium newspaper, TV, social media, etc. One such aspect of the marketing strategy of Motherson Sumi Systems is marketing campaigns.
One of the most recent campaigns of Motherson groups for Motherson Sumi Systems was the ‘PROUD TO BE PART OF EARTH’ campaign which involves promoting the sustainability of nature and earth. This was an ultimate power move from their side which helped them attract more clients and also helped them gain goodwill.
The marketing strategy of Motherson Sumi Systems is designed in a way that keeps its clients and investors heavily invested in their activities by constantly updating them on their campaigns and projects through different mediums. Motherson has by far only been involved in social and environmental campaigns like the sustainability campaigns and the equality campaign which focused on eradicating racism.
The annual reports on their official website say a lot about their successful expansion and they are ‘Locally made globally preferred’ or ‘GROWING GLOBALLY’ both of them aimed at achieving more expansion globally. Apart from this, Motherson Sumi Systems has been part of multiple CSR activities like vaccination drives, women empowerment programs, etc.
Social Media Marketing
Social media has become an important aspect of marketing in recent times. Even though most companies are yet to explore this section of marketing, the marketing strategy of Motherson Sumi System stands at a mediocre place in this section.
Since Motherson Sumi System is a flagship company under the Motherson group, so considering that, Motherson group can be found on Facebook under the name Motherson Sumi around the same name. It has over 5k followers on Facebook. They post about new deals, and campaigns on their page, while also maintaining good employee relations by posts related to employee work conditions and employee well-being.
The second most active and followed social media handle of Motherson Sumi Systems is none other than LinkedIn. They have more than 60k+ followers and connections on their accounts. They are highly active on this platform, with many interactive posts, job recruitment postings, campaign information, awards received, new deals signed, etc.
Despite being such a renowned company, the marketing strategy of Motherson Sumi Systems fails to impress in the social media marketing presence. Apart from Facebook and LinkedIn, Motherson Sumi Systems cannot be found on Instagram or YouTube which are believed to have reached millions of people these days. A good social media presence can not only be useful in increasing sales but also useful in making a brand image in front of millions of people.
SEO strategy is one of the most important components of marketing these days and the marketing strategy of Motherson Sumi Systems involving SEO is great. There are more than 6k+ organic keywords on the company’s website. The official website of the Motherson group has traffic of more than 80k+ organic visitors per month.
Considering these numbers. We can conclude that Motherson Sumi Systems has an effective SEO strategy.
The Marketing strategy of Motherson Sumi Systems does not engage in influencer marketing. It is very rare for such a company to involve in influencer marketing since the business model of the Motherson Sumi Systems is B2B and influencer marketing would not be of much use for the company and its a smart move from their end to not spend on the medium which will not give them any results.
E-commerce doesn’t take up much space in the marketing strategy of Motherson Sumi Systems. Motherson Sumi Systems does not have an E-commerce portal through which they can allow their clients to order their products, however, they do have ample information on various offices of their, through which a potential client can reach out to them for any business-related inquiry.
Motherson Sumi Systems does not have any mobile app which provides services to the client. They do have a website through which their potential clients can contact them. Firstly, Motherson Sumi Systems deals in supplying various automotive components of trucks, cars, and even aeroplanes, ordering such components from a mobile app doesn’t feel appropriate as such big deals are to be done personally.
Secondly, Motherson Sumi Systems’s clients are some renowned businesses like BMV, Tata Motors, Hyundai, Jaguar, etc, who wouldn’t choose a mobile app for ordering the wiring parts, mirrors, or whatever automotive component they need. Considering the above factor, not having a mobile app has never been an obstacle for Motherson Sumi Systems.
Content Marketing Strategies
Content Marketing is yet another important aspect of a good marketing strategy. Content marketing is a very important and effective aspect of the marketing strategy of Motherson Sumi Systems. Motherson Sumi Systems has been relatively much more active in this section than others by posting different articles on their website.
They have an amazing feature of posting blogs on their website which keeps their clients and investors engaged in their activities and deals. They also share some amazing content on LinkedIn as we’ve already seen above. A good content-producing medium can build goodwill and give you a unique spot among your competitive peers in the industry.
This ends our elaborative marketing strategy of Motherson Sumi Systems. Let us conclude our learning below from the marketing strategy of Motherson Sumi Systems.
What’s unique about Motherson Sumi’s marketing strategy?
The marketing strategy of Motherson Sumi Systems is one of a kind. We have mixed responses to this, as the marketing strategy of Motherson Sumi Systems is good compared to other companies in the same business, but since marketing gives life to a business and is an important aspect of a business, an effective system of marketing and promotion is necessary.
With an impressive SEO strategy, marketing mix, appropriate segmentation, positioning, and targeting, Motherson Sumi Systems derives positive results from its marketing strategies. Since the market and industry follow the principle of ‘survival of the fittest’ It is very important for the company to understand the importance of digitalization and how it is changing the whole meaning of marketing.
Making appropriate use of digital marketing in their strategies will help them survive in the future. With the increasing importance of digital marketing, learning about the growing field is an important step. If you would like to learn more and develop skills, check out IIDE’s 4 Month Digital Marketing Course to learn more.
We hope this blog on the marketing strategy of Motherson Sumi Systems has given you a good insight into the company’s marketing strategies.
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