In our last blog, we discussed the SWOT analysis of Havells India in-depth. In this article, we will go over the marketing strategy of TTK Prestige.
TTK Prestige is a very popular brand since 1928 and is best known for its pressure cookers, and almost every household in India is familiar with their presence. In this write-up, we are going to discuss the detailed marketing strategy of TTK Prestige – King of Kitchen Appliances.
Marketing is a component of a company’s DNA that can build or destroy it. As users around the world shift to the digital sphere, marketing has followed them. If you’re interested in cutting-edge digital marketing, you should definitely check out IIDE’s Free MasterClass on Digital Marketing 101 by the CEO and Founder, Karan Shah.
In this blog, we’ll look at the marketing strategy of TTK Prestige, target market, marketing tactics, campaigns, and methods of gaining new and existing clientele in this case study. So let’s start by understanding more about the company.
About TTK Prestige
The Prestige brand has evolved into India’s most beloved and popular kitchen goods brand. It is now a fully – equipped solutions company. Mr T.T. Krishnamachari was the first to pioneer structured distribution in India.
The TTK group was inspired by the daily effort of a woman in the kitchen to cook healthy meals to bring Denis Papin’s invention, the Pressure Cooker, to India. At the time, it was a novel and innovative product. At the time, Indian women faced significant difficulty in terms of cooking safety, and the Prestige team was committed to helping these women. The pressure release valve, among other features, set the Prestige Pressure Cooker apart.
The brand expanded significantly throughout the years to date and brought many innovations to the world of kitchen appliances. Today, the TTK group has 30 product categories, 7 group companies, and a revenue of more than 30 billion rupees. The products of the group companies are available on all seven continents.
| CEO | M Chandru Kalro |
|---|---|
| CFO | Ankur Agarwal |
| Area Served | Worldwide |
| Industry | Kitchen Appliances |
| Market Share/ Revenue | 20.3 Billion INR |
| Vision | A Prestige in every Indian Kitchen. |
| Tagline | Joh apnon se kare pyar, woh prestige se kaise kare inkaar. |
Marketing Strategy of TTK Prestige
The marketing strategy of TTK Prestige contributes to the brand’s/competitive company’s market placement as well as the attainment of its business goals and objectives.
Segmentation, Targeting, and Positioning
Prestige does the multiple types of segmentation which include; demographic, geographic, psychographic, and behavioural. In demographics, they’ve segmented for all age and income groups as well as for genders. In geo-graphic, the division is done according to the region. To talk about psychographics, they attract customers with the combo packs as well as manufacture products according to the lifestyle of the people. According to the different kinds of occasions, they market a particular product to the people and that’s how behavioural segmentation is done by Prestige.
The targeting aspect is taken into very consideration and they target both men and women but especially they target the Indian house wife’s.
Prestige has so rightly positioned itself into the mind of the customers with the catchy slogans and taglines that whenever any customer goes to buy any kitchen appliances they come out of the store with the Prestige products.
Marketing Campaigns
Prestige does its marketing campaigns through the medium of TV. We will introduce you to the top 3 campaigns of Prestige.
Prestige introduced a new and diverse line of modern kitchen appliances in 2002. To promote these items, the company launched a new campaign called ‘Are you ready for a smarter kitchen?’ This campaign attracted many customers and helped them to grow their business fast.
Aishwarya Rai Bachchan and Abhishek Bachchan, the power couple of Bollywood, became the brand’s face in 2013. Prestige reintroduced the legendary tagline ‘Jo Biwi Se Kare Pyaar, Woh Prestige Se Kaise Kare Inkaar’ after selecting the pair.
The advertisement got immense views and most of them were from the male sector. After the advertisement and through the powerful tagline of advertisement, married males in Indian society started switching the kitchen appliances with Prestige, as the wife of those males also demanded the same. Today, you can find most of the kitchen appliances in Indian households are from TTK Prestige.
In 2014, Vidya Balan was announced as the brand ambassador of Prestige to revive the classic tagline of Prestige “Jo Biwi Se Kare Pyaar, Woh Prestige Se Kaise Kare Inkaar” and because many people were fans of her and identified with the brand, the campaign was a huge success.
Social Media Marketing
Prestige Instagram Posts
Social media marketing is really important when it comes to gathering the audience at large and no wonder a brand like TTK Prestige uses it to its full advantage.
TTK Prestige can be found on two social media platforms namely LinkedIn and Instagram. You can visit and check their content on both platforms through the following links provided.
LinkedIn: TTK Prestige LinkedIn Profile has a total of 19,528 followers.
Instagram: TTK Prestige Instagram Profile has a total of 21,605 followers.
As we can see from the above stats, the brand is definitely most followed on Instagram and they keep their followers hooked up more on Instagram as they are super active there. The type of content that the brand utilises is; informational, and promotional, and as well as they do product launches too.
SEO Strategies
There is no other option for SEO strategy, and Prestige takes full advantage of it. As we can see that organic keywords count is quite high i.e 10,000+, which is amazing, and with this, it makes sense that most of its traffic comes from the searches made online. Prestige accounts for more than 100,000+ organic traffic to its website which is quite good. This demonstrates that Prestige is powered by a flawless SEO approach in addition to working hard enough to maintain the brand climbing in the Google organic SERP rankings.
Influencer Marketing
To get your name into the minds of the audience, the influencers make up a great way through which the company can market their products and create brand loyalty and awareness as people do connect with the celebrities. The Prestige brand has tied up its link with the top-notch celebrity of India who has a huge fan base i.e. Vidya Balan.
The brand has come up with many influencer campaigns with her and marketed a great number of products and made sure that brand loyalty is created through influencer marketing. As brand ambassador of this company, she not only reposts the content but is also included in multiple campaigns and is the face of the brand so that the audience can connect to the brand.
Ecommerce Strategies
TTK Prestige implies the e-commerce strategy too and has its online selling portal through which its customers and audience can buy products via their online store. All of the brand’s products can be bought by the customers through this online store and every category of theirs can be easily looked for be it; pressure cookers, appliances, cookware, or chimneys.
Mobile Apps
At the moment, the brand does not go with the idea of having a mobile app for their customers as they already go with the online selling portal. But, as we know that in current times mobile users worldwide are uncountable, and to expand the business more soon, the mobile app may be introduced by Prestige so that they can gather more people and can look out for potential customers that they might be missing out at present.
Content Marketing Strategies
The content marketing strategy used by this company is in the shape of blogs. They provide the audience with this whole other tab of blogs through which customers and audiences are provided with extra knowledge on different topics. They provide a variety of blogs on many topics; Festive, Travel and Living, Innovative Ideas, Cleaning Solutions, and Knowledge Corner, to name a few.
This ends our elaborative marketing strategy of TTK Prestige. Let us conclude our learning below from the marketing strategy of TTK Prestige.
What’s Unique in TTK Prestige Marketing?
To conclude, Prestige has a huge customer base and is rightly positioned in the minds of its target market, audience and customers. All thanks to the amazing marketing strategy that they have survived over the last 9 decades and still going on.
The company has outperformed its competitors, and the main reason for this is the company’s outstanding marketing efforts in highlighting the brand to its customers. Marketing is one of the most important foundations of every organization, and it is now undergoing a fast transformation.
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 TTK Prestige has given you a good insight into the company’s marketing strategies.
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