360° Marketing Strategy of V Guard Industries – Detailed Explanation

About V Guard Industries – Company Overview

V Guard Industries Ltd is one of the leading inverter battery producers and sellers in India. It is located in Kerala and its annual turnover is USD 340 million in the financial year 2017-2018. Founded in 1977, V Guard Industries manufactures products such as voltage stabilisers, electric pumps, electric cables, electric motors, geysers, solar water heaters, electric fans and UPSs.

The V Guard Industries Ltd was founded in 1977 by Mr Kochouseph Chittilappilly as a small voltage stabilizer manufacturing industry, by Kochouseph Chittilappilly. The company is headquartered in the city of Kochi, Kerala, with over 500 distributors, 40,000 retailers and 31 branches across India during the first half of the year 2019.

Marketing strategy of V Guard Industries

Let’s learn about the excellent strategies of V Guard Industries. 

Segmentation, testing, and positioning

V Guard Industries mainly target the southern region of India but in a few years, it has started expanding its manufacturing and sales to the whole of India. For a few years, 40% of company sales have been generated through Non-south regions. The Company is confident of achieving a topline growth of 15% over the next few years driven by expansion into non-South markets and new product categories. Two-thirds of the Company’s distribution network has already been established in the non-South region. The Company envisages the non-South markets to contribute 50% over the next five years.

V Guard Industries have a strict policy regarding company products, they test their product before sales procedure. The company has a great reputation in the market due to its unmatchable product design, technology, and pricing. 

The company price is based on its product quality and efficiency. V guard companies are considered trustworthy and luxurious companies due to their innovative and technological improvement. It has a leadership position in its flagship product voltage stabilizers with over 51% market share. 

Marketing campaigns

V Guard Industries had launched its marketing campaigns on Facebook exclusively promoting its long-lasting wires by using heartwarming messages to connect with their customer more precisely. The marketing campaign by asking their Facebook fans began to complete the story from the audio-visual with two clues and ended up unveiling the whole film and describing the unending human cycle and its journey. This marketing campaign was very successful among the public. 

V-Guard has amplified its communication to celebrate Valentine’s Day with a heart-warming campaign that shows a retired husband who loves tinkering around at home, surprising his wife of 50 years with a ring made of V-Guard wire when she chides him that he probably doesn’t even remember that it’s their anniversary.

The proposition of the brand in the electricals category was about long-lasting. The analogy was built around “true relationships are ones that have stood the test of time”. On the special occasion of Valentine’s Day, V-Guard’s long-lasting wire communication pays tribute to eternal true love with this engaging piece of communication. This video was very successful to date. 

These monuments are timeless, as are the values they stand for. V-Guard’s long-lasting wire pays tribute to the long-lasting values immortalized by these national treasures. Through this ad, V Guard Industries are trying to create an image of long-lasting wires as strong and lasting. V Guard Industries’ long-lasting wires campaigns are spread enormously through various social media platforms like youtube, Facebook, etc.

Social media 

The company can be found on various social media platforms. V Guard Industries are most active on Facebook, LinkedIn, and youtube with a massive following:

the company uses its social media for main advertising and innovative technology upgrades of their product. The overall social media strategy of V Guard Industries is good.

SEO strategies

As per SEO ranking, it is said that below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see,V Guard Industries has 33,218 organic keywords. That means the company is gaining a good number of insights. The organic monthly traffic of v guard is 319,815, which is very good compared to other companies. Hence, we can SEO strategies of v guard going strong.

Influencer marketing

For several years, V Guard Industries have promoted its product by using many influencers and celebrities on different social media platforms. They have collaborated with many influencers who have a great following. V Guard Industries use a mix of influencers, innovative ideas, and heartwarming emotions to increase its sales and popularity. 

E-commerce strategies 

While talking about e-commerce strategies, V Guard Industries has its website from where they sell its own products, and also they have invested in its network. They Spread over 31 branches nationwide and Network over 40,000+ retailers. Besides that, they also use online selling platforms such as Amazon, Flipkart, etc.

Mobile apps

V Guard Industries have 4-5 mobile applications available on the play store and some on Apple Store. The applications are –

1. V-Guard Smart with 100k+ downloads – This application allows customers to control V-guard appliances using smart technology that lets them control them using just a smartphone. One can control Smart DUPS, Verano water heater, Imagina fan and Aquasmart water pump.
2. V-Guard Rishta Loyalty App with 100k+ downloads – This application is exclusively for electricians and plumbers to join the program and unlock a range of rewards, schemes, offers and privileges.
3. V-Guard Swift with 10k+ downloads – Is launched to support Field Service Engineers. This application covers various functionalities to help field engineers to complete their activities at the site itself and better consumer experience.
4. V-Guard Buddy with 10k+ downloads – Support for V-guard dealers, distributors & service centres near your location. A fast and convenient way to raise service requests/ complaints.

Content marketing strategies 

As we have already seen, this company is already active on Facebook and youtube, through these platforms they update people about their new products, innovative technology features, etc. The content marketing strategy of V Guard Industries needs a little more effort.

This ends our elaborative marketing strategy of V Guard Industries. Let us conclude our learning below from the marketing strategy of V Guard Industries.