Name: Marketing Strategy Of Nilkamal- A Comprehensive Analysis
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<div class="raw-html-embed"><div data-bglz="1" class="et_pb_text_inner"><h2><b>About Nilkamal- Company Overview</b></h2><p><img decoding="async" class="alignnone wp-image-408797 " src="https://iide-media.blr1.cdn.digitaloceanspaces.com/production/upload-1736876138695-97dfc0f3957fa2d93934ca516ade4585.webp" alt="Marketing strategy of Nilkamal -logo" width="377" height="191"></p><p><span style="font-weight: 400;">The fact that Nilkamal is the biggest manufacturer of plastic furniture in the world gives them an advantage over rivals. First-generation businessmen Mr. Vamanrai Parekh (CHAIRMAN of Nilkamal Ltd.) and Mr. Sharad Parekh successfully founded Nilkamal (Managing Director of Nilkamal Ltd.) Since then, Nilkamal has slowly expanded into a variety of industries, including Material Handling Solutions, Ready Furniture, @Home, the brand’s retail network for lifestyle home solutions, Nilkamal Mattrezzz, and Bubbleguard, a product protection service.</span></p><p><span style="font-weight: 400;">Since 1991, Nilkamal has also been listed on the Bombay Stock Exchange and the National Stock Exchange. A fundamental premise guiding the Company is to maintain leadership in its market categories with a great emphasis on quality, its core values, hard effort, and fulfilling changing market needs.&nbsp;</span></p><p><span style="font-weight: 400;">During the COVID-19 period due to the numerous safety restrictions, Nilkamal has made quality control to increase customer confidence and maintain their sales. </span><span style="font-weight: 400;">In order to provide clients with the chance to take full advantage of its product and service proposition, it seeks to build as many touchpoints as possible. Customers may now obtain Nilkamal products from practically anywhere in the country thanks to a solid digital infrastructure. Along with BIFMA Level 3 and Greenguard certifications, all Nilkamal production facilities also hold multiple levels of ISO certification (UK Cert).</span></p><p><b>Quick Stats about Nilkamal</b></p><div data-bglz="1" class="dcf-overflow-x-auto" tabindex="0"><table class="dcf-table dcf-table-bordered dcf-table-striped dcf-w-100%"><thead><tr><th scope="col">CEO</th><th scope="col">Manish Parekh</th></tr></thead><tbody><tr><th scope="row">CMO</th><td data-label="Manish Parekh ">G Sivaram</td></tr><tr><th scope="row">Area served</th><td data-label="Manish Parekh ">Across 30 countries</td></tr><tr><th scope="row">Industry</th><td data-label="Manish Parekh ">Moulded plastics, Furniture industry</td></tr><tr><th scope="row">Market Share/revenue</th><td data-label="Manish Parekh ">2,190 crores INR</td></tr><tr><th scope="row">Vision</th><td data-label="Manish Parekh ">bring quality and budget friendly furniture to the deepest regions in India.</td></tr></tbody></table></div><h2><b>Marketing Strategy of Nilkamal</b></h2><p><span style="font-weight: 400;">Let us now dive into the marketing strategy of Nilkamal, and how they carry out their marketing campaigns.</span></p><h3><b>Segmentation, Targeting, and Positioning</b></h3><p><b>Segmentation&nbsp;</b></p><p><span style="font-weight: 400;">The segmentation of Nilkamal can be divided into several categories such as Region, City, Family size, Gender, etc. For instance, people in south and central India like to have all-wood furniture. This is one kind of segmentation where the tastes of individuals in various locations can be taken into account and plastics marketing. Similarly, Men could research how plastic furniture is more flexible and durable than traditional furniture, while women would seek for designs and patterns.</span></p><p><span style="font-weight: 400;">City: The same is true for cities; this type of segmentation is possible since each city has a unique population, and each city has a wide range of income levels. When opposed to plastic furniture, people with higher income levels—or, for that matter, residents of higher-income cities—prefer wood furniture since it is seen as a luxury commodity. Therefore, there won’t be much of a market for plastic furniture in places with high-income levels.</span></p><p><span style="font-weight: 400;">Personality: Of all the segmentations, personality-based segmentation would be the most suited since typically, furniture is made of wood, and a person’s ability to adjust to using plastic furniture would be more closely related to their personality.</span></p><p><b>Targeting</b></p><p><span style="font-weight: 400;">When talking about the target audience, To enhance the aesthetics and design of your home interiors, their knowledge has been expanded to include the selection of ready furniture in Indian Homes</span><b>.</b></p><p><span style="font-weight: 400;">Undifferentiated marketing was also a tactic that Nilkamal formerly employed. Customers have a limited selection of designs. Differentiated marketing strategy: Nilkamal later adopted this approach. They created a number of items to meet various needs, including racks, crates, dustbins, industrial pellets, wash crates, and products for different market categories, including infant seats, center tables, dining tables, etc. Focused marketing is currently popular, according to Nilkamal. The first step taken in this approach was by @Homes.</span></p><p><span style="font-weight: 400;">@Homes is a full-service home improvement retailer that offers modern ready-made hardwood furniture and decorative items. It usually targets the aspirational and upper-middle-class sections of society.</span></p><p><span style="font-weight: 400;">It is situated in a number of malls in a strategic manner. Nilkamal is importing furniture, including beds, kitchen appliances, bathroom fixtures, table sets, etc. Customization according to customer needs is also supported. As a result, the business interacts with the customer.</span></p><p><b>Positioning&nbsp;</b></p><p><span style="font-weight: 400;">The market positioning of Nilkamal Plastics’ goods has proven effective. With a robust network of almost 20,000 dealers spread out across the nation, the Company seeks to offer high-quality and reasonably priced furniture to India’s remotest areas. Nilkamal has continually reinvented itself in response to shifting furniture trends in the Indian market by offering a variety of solutions targeted at improving the lives of its consumers.</span></p><p><span style="font-weight: 400;">When compared to other furniture types, Nilkamal’s primary points of equality are its pricing and quality. For instance, a Nilkamal plastic monoblock chair costs 50% less than a comparable hardwood chair. In addition, Nilkamal joined the furniture industry quite early (1990), by which time it had developed a strong company in other sectors (household goods, crates). It, therefore, had the resources necessary to promote its goods. In the furniture industry, Nilkamal was the first to develop television advertising.</span></p><p><span style="font-weight: 400;">Nilkamal thus gained a significant competitive edge over the other plastic furniture manufacturers in the market, becoming a well-known brand in India. Particularly in south India, where people like basic living, it gained popularity. As a result, there was a need for plastic furniture there as well. For Nilkamal, the first-mover advantage has certainly paid off.&nbsp;</span></p><h3><b>Marketing Campaigns</b></h3><p><span style="font-weight: 400;">Marketing campaigns are launched as a part of the marketing strategy of Nilkamal to attract its target audience and to impact and influence people. Some of their campaigns are mentioned below:</span></p><p><span style="font-weight: 400;">Nilkamal launched a new campaign in November 2021 called <strong>#KhushiyonKeLiyeHameshaReady</strong> to encourage the public to bring home additional causes to rejoice this holiday season.</span></p><p><img decoding="async" class="aligncenter wp-image-408795 " src="https://iide-media.blr1.cdn.digitaloceanspaces.com/production/upload-1736876139155-3c19462fac7dabfee810c834c400a44d.webp" alt="Marketing strategy of Nilkamal -campaign" width="440" height="321"></p><p><span style="font-weight: 400;">The campaign, which was conceptualized, produced, and carried out by Makani Creatives, consists of a series of videos that instantly appeal to millennials by celebrating commonplace events in unexpected ways. These movies show how the viewers interact with their loved ones, emphasizing the important function that furniture plays in turning ordinary moments into treasured memories.</span></p><p><span style="font-weight: 400;">Nilkamal’s general manager of marketing, Pinaki Gupta, said: “Nilkamal has been a staple in Indian homes for more than three decades. Consumer tastes have been changing throughout time, and Nilkamal has innovated and changed to follow these shifting patterns. Our most recent advertising effort takes inspiration from this voyage and highlights our selection of furnishings by telling accessible and endearing tales.</span></p><p><img decoding="async" class="aligncenter wp-image-408801 " src="https://iide-media.blr1.cdn.digitaloceanspaces.com/production/upload-1736876139616-01363a6a2283b0d8dd16216cebda3aab.webp" alt="Marketing strategy of Nilkamal -campaign" width="501" height="279" data-srcset="https://iide.co/wp-content/w3-webp/uploads/2023/06/nilkamalcampaign-.pngw3.webp 501w, https://iide.co/wp-content/uploads/2023/06/nilkamalcampaign--480x267.png 480w" sizes="(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 501px, 100vw"></p><p><span style="font-weight: 400;"><strong>Stay at home for a brighter tomorrow</strong> is the slogan used by Nilkamal Limited, a well-known brand in the furniture industry in India, to promote COVID-19 prevention. The new timetable has caused a paradigm change in people’s outlooks on life, and for some people, social isolation is proving to be difficult. Nilkamal has produced a slice-of-life film to address this.&nbsp;</span></p><p><span style="font-weight: 400;">Through this, it offers consumers a helpful option on how to handle the problem in addition to asking them to follow the government’s regulations. This is beautiful because it captures the present and magically transports you back in time. This movie perfectly captures life as we know it and the wonderful transformation the lockdown brings about—catching up with old interests, recovering lost time, and falling in love with life again.&nbsp;</span></p><p><span style="font-weight: 400;">This is a tribute to a newfound feeling of life, the opportunity to enjoy long-forgotten interests, and the true meaning of “staying home” in these trying times.</span></p><p><span style="font-weight: 400;">Nilkamal Furniture Division Executive Director Manish Parekh said, “Our goal is to maintain contact with our customers and to keep them happy and delighted. That is precisely the message we want our video to deliver to our audience at this time of need. We created this movie with an awareness of all the limitations and the desire to improve the lives of our viewers.”</span></p><h3><b>Social Media Marketing</b></h3><p><span style="font-weight: 400;">Nilkamal is active on social media platforms including Facebook, Twitter, LinkedIn, and Instagram. Their Instagram has more followers than Facebook does. Around 40-45K people follow the account on Instagram and LinkedIn. They are quite active on all of their social media accounts making it an effective marketing strategy of Nilkamal. The articles primarily consist of promotional and educational material, with a few entries pertaining to the debut of their new product.</span></p><h3><b>SEO Strategies</b></h3><p><img decoding="async" class="wp-image-408798 alignnone" src="https://iide-media.blr1.cdn.digitaloceanspaces.com/production/upload-1736876140333-6aaa03c6736307772281ad340593babc.webp" alt="Marketing strategy of Nilkamal -SEO" width="544" height="287"></p><p><span style="font-weight: 400;">&nbsp;As we can see, nilkamal.com has 4,637 organic keywords, which is an excellent number. This indicates that Nilkamal’s digital marketing is acquiring a lot of insights.</span></p><p><span style="font-weight: 400;">The organic traffic at Nilkamal is also very amazing, which accounts for the success of the company. This demonstrates that Nilkamal uses a tried-and-true SEO approach and puts in the necessary effort to keep the brand climbing the Google organic SERP rankings.</span></p><h3><b>Influencer Marketing</b></h3><p><span style="font-weight: 400;">It was revealed in September 2017 that Nilkamal had consented to co-sponsor Mohun Bagan A.C. from July 2018 to June 2019. The sponsorship agreement, which cost 20 million rupees (two crores), was signed and would last through the end of the current campaign. They also collaborated with Bizongo, which increased their sales and reflected positively on their brand. Apart from this, they market their products and services through various social media platforms and short commercials which increase social awareness.</span></p><h3><b>E-commerce Strategies</b></h3><p><span style="font-weight: 400;">Nilkamal has a dedicated <a href="https://nilkamal.com/" rel="nofollow noopener noreferrer" target="_blank">website</a> through which they sell their items with unique incentives when discussing e-commerce techniques. In addition, it has joined together with other e-commerce delivery services including Amazon, Flipkart, Pepperfry, and others that occasionally give discounts.</span></p><h3><b>Mobile app</b></h3><p><span style="font-weight: 400;">A smartphone application for staff engagement and training is called Nilkamal connect allowing Nilkamal to instantly disseminate information to its staff, such as product demonstrations, management films, invitations to events, and news. The downside of this app is that it is only confined to its employees which makes it restricted when it comes to raising sales and product awareness.</span></p><h3><b>Content Marketing Strategies</b></h3><p><span style="font-weight: 400;">On social media, Nilkamal is a highly active user. They publish articles on brand-new products, messages about awareness that include readable visuals to draw in more viewers, etc. Additionally, they utilize subtle creatives and popular hashtags on Twitter and Instagram.</span></p><p><span style="font-weight: 400;">This concludes our in-depth examination of the marketing strategy of Nilkamal. Let’s sum up everything we’ve learned here.</span></p></div></div>

<div class="raw-html-embed"><div data-bglz="1" class="et_pb_text_inner"><h2><b>Conclusion – What’s Unique in the Marketing Strategy of Nilkamal?</b></h2><p><span style="font-weight: 400;">We saw in the marketing strategy of Nilkamal that it is receiving love and support from all across the world. The business is developing the furniture industry’s brand image.&nbsp;</span></p><p><span style="font-weight: 400;">The Nilkamal sector consistently produces high-quality goods. In order for even regular people to buy their items without giving them a second thought, the firm needs to increase the quality of their products and adopt a more competitive price strategy when compared to other furniture manufacturers.</span></p><p><span style="font-weight: 400;">As is well known, pandemics that impacted every industry caused a significant shift in digital marketing.&nbsp;</span></p><p><span style="font-weight: 400;">According to statistics on digital marketing, around 60% of people worldwide use the Internet. Due to the pandemic and the increase in internet enterprises over the last two years, it increased by 20%. The reputation of a well-known business is crucial. A company’s brand image may be made or broken by its advertising techniques. Effective campaigns may be created with digital marketing, and any errors can be quickly fixed.</span></p><p><span style="font-weight: 400;">Learning about the expanding sector of digital marketing is crucial given its rising relevance. Check out </span><a href="https://iide.co/online-digital-marketing-course/?swcfpc=1"><span style="font-weight: 400;">IIDE’s 4 Month Digital Marketing Course </span></a><span style="font-weight: 400;">if you want to learn more and expand your abilities.</span></p><p><span style="font-weight: 400;">We hope that our blog post about the marketing strategy of Nilkamal has provided you with valuable insight into the company’s marketing plans.</span></p><p><span style="font-weight: 400;">Check out our</span><a href="https://iide.co/case-studies/"><span style="font-weight: 400;"> IIDE Knowledge site</span></a><span style="font-weight: 400;"> for more intriguing case studies if you enjoy such in-depth analyses of businesses like the marketing strategy of Nilkamal. </span><span style="font-weight: 400;">Thank you for reading, and please feel free to comment below with your opinions on this case study on the marketing strategy of Nilkamal.</span></p></div></div>

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A look into the extensive marketing strategy of Nilkamal, a brand that is amongst the largest processors of plastic moulded products.

Marketing Strategy Of Nilkamal- A Comprehensive Analysis

<div class="raw-html-embed"><div class="et_pb_text_inner"><p><span style="font-weight: 400;">In a previous article, we learned about the </span><a href="https://iide.co/case-studies/marketing-strategy-of-damensch/"><span style="font-weight: 400;">detailed Marketing Strategy of Damensch</span></a><span style="font-weight: 400;">, an Indian leading multinational financial technology company. In this blog, we are going to elaborate on the </span><b>marketing strategy of Nilkamal </b><span style="font-weight: 400;">– Asia’s largest processor of plastic moulded products.</span></p><p><span style="font-weight: 400;">The objective is to learn and gain insights into Nilkamal, how it became India’s premium brand of furniture products, and how Nilkamal aims to become the largest furniture industry in India.</span></p><p><span style="font-weight: 400;">As you can see, marketing is the backbone of every sector in today’s totally internet world.&nbsp;</span></p><p><span style="font-weight: 400;">Check out our </span><a href="https://iide.co/meetups/"><span style="font-weight: 400;">Free Masterclass on Digital Marketing</span></a><span style="font-weight: 400;"> taught by Karan Shah, the CEO of IIDE, if you’re interested in learning more about marketing.</span></p><p><span style="font-weight: 400;">By the end of this blog, we will have learned in detail about the marketing strategy of Nilkamal. Before delving deeper, let’s start with the company’s history, target market, and online presence.</span></p></div></div>

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Marketing Strategy of Nilkamal- A Comprehensive Analysis

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