In one of our previous articles, we gained knowledge about the SWOT analysis of Subros. In this post, we will be looking at the marketing strategy of Subros – India’s leading manufacturer of thermal products for automotive applications.
The aim of this post is to discuss and understand the tactics Subros has followed which have helped it become India’s top manufacturer company for auto air conditioning systems and Subros wishes to expand to become the world’s top manufacturer of thermal products in partnership with Denso, Japan.
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We will learn the entire marketing strategy of Subros by the end of this blog. Before diving deep into the marketing strategy of Subros, let’s begin with the company’s story, target audience and digital presence.
About Subros – Company Overview
Subros, a joint venture with the Suri family of India, Denso Corporation & Suzuki Motor Corporation, Japan, is the leading manufacturer of thermal products for automotive applications in India, in technical collaboration with Denso Corporation, Japan. The company manufactures compressors, Condensers, Heat Exchangers and all connecting elements required to complete the AC loop and caters to all segments viz. Passenger Vehicles, Buses, Trucks, Refrigeration Transport, off-roaders & Railways.
Subros has two manufacturing plants at Noida, and others in Manesar, Pune and Sanand. The company was founded in 1985 and has its office based in Delhi.
Ms Shradha Suri Marwah, the chairperson and MD of Subros, has more than 21 years of experience in the Automotive sector. She joined Subros in 2000 after a short stint with Six Continents, UK and Reebok, India. According to the Directors’ Report, Subros is setting up a greenfield plant in Gujarat to meet supplies to the Suzuki Motor Gujarat Pvt Ltd.
Subros expects growth in coming years due to increased share of business from its existing customers and expansion of business in new domains like commercial vehicles, bus and rail air-conditioning.
|CEO||Parmod Kumar Duggal|
|Market Share/ Revenue||Rs.1805 Crores (2021)|
|Vision||Aim to provide comfort whilst adapting new technologies whilst striving to make the planet a better place.|
|Tagline||Cooling the planet|
Marketing Strategy of Subros
Now that we know about Subros as a company, let us learn about its exciting marketing strategy of Subros.
Segmentation, Targeting and Positioning
Subros’ target markets are the vehicles and domestic industries. For the domestic sector, Subros’ products appeal to homeowners, including adults aged between 18-45, and the overall general public.
As for B2B selling, they have segmented the market into the following segments: rail coaches, buses, passenger cars, commercial vehicles and refrigeration trucks.
Subros positions itself as the largest and only automated air conditioning unit manufacturing unit in India. This enables virtual prototyping and simulation of various air conditioning components for optimum efficiency in design, space allocation, airflow and cooling under various climatic conditions.
Subros has engaged in a handful of marketing campaigns to promote its new products and improve its brand reputation and image.
Subros aired a TV commercial to promote Subros car air conditioning units. To appeal to the target market of car owners of the Indian general public, the advertisement showcased a family having a pleasant car ride with a cooling AC. Since this ad in 2011, Subros has not engaged in TV advertising. It may be a wise move for Subros to return to TV advertising to bring in more customers, such as homeowners and the general public.
Subros dedicates a page on their website to outlining the various philanthropic activities they have undertaken as a business to benefit society. This allows Subros to attract ethically conscious consumers as they have taken the responsibility to give back to society.
Subros has engaged in limited public marketing strategies, especially in the past 10 years. In the world of digital marketing, they are many steps behind. This could be a major threat to Subros’ sales growth.
Social Media Marketing
Subros can be found on various social media platforms, including Facebook and Linkedin.
They are most active on LinkedIn wherein they have 39,000 followers.
Subros Limited LinkedIn Post detailing participating in an expo promotional event.
The content on Subros’ LinkedIn page is informational and promotional. They post on a monthly basis about the promotional events they attend and also cultural celebrations posts.
Subros Limited Facebook post detailing Subros Bus air conditioners’ product features.
Subros’ Facebook page has 9000 followers however it has been inactive since 2018. It was used for promotional posts regarding Subros’ product ranges and if they start becoming more active, it could be a good way to rope in new customers again.
For Subros’ SEO in their marketing strategy, it can be noted that for the number of keywords, below 500 is bad, above 1000 is good, and 10,000+ is amazing. Subros showcases over 6000 organic keywords which are good. It can be observed that Subros is able to gain higher insights.
The organic traffic on Subros’ website is 15000, at an average level. They have the potential to raise their traffic to above 20000 visits by improving their SEO strategies.
Subros has not had any celebrity endorsements or influencer marketing tactics. As influencers become a key aspect of digital marketing, organisations should recognise the shift in trends and invite celebrities to endorse their products. To learn more about the benefits of influencer marketing, check out this blog.
Subros sells its products through online retail websites like IndiaMart, BoodMo, GoMechanic and Industrybuying. Since their products are included in cars and vehicles, they can also be found on second-hand sites like JustDial. This allows Subros to reach a wider audience of customers. Subros’ website offers a product catalogue, however, it could be recommended for them to include an e-commerce channel on their website itself for convenience to customers
Subros does not utilise a mobile app for its products. This is because they are primarily a B2B business and the main communication channel is by website or email, not mobile.
Content Marketing Strategies
Subros’ content marketing channels are mainly through their website and social media. On their website, they regularly update their product information through blogs and press releases. For their social media, it is promotional announcements for relevant events they are hosting or attending as an organisation. Subros also releases content through annual directors’ reports.
This ends our elaborative marketing strategy of Subros. Let us conclude our learning below from the marketing strategy of Subros.
Conclusion – What’s Unique in Subros’ Marketing?
Subros adopts a mega marketing strategy through the usage of STP, marketing campaigns, CSR campaigns, SEO metrics and more. Their content marketing methods seem to be outdated, with the bare minimum usage of Facebook and LinkedIn, however, its detailed reports and website are what set Subros apart from other manufacturers.
To survive in the practical market, Subros has to pay more attention to all of the key players, because firms from all over the world are playing the best part in the market, and most of the companies are giving goods at the lowest rates and best values to the clients.
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