Complete Voltas Marketing Strategy – A Case Study

Quick Read

 

Explore the Voltas marketing strategy that has driven their success in the cooling solutions industry. Learn about their innovative campaigns, digital marketing strategies, and target market for Voltas products in this detailed case study.

Voltas isn’t India’s number one air conditioning company by accident. They’ve built a successful brand through a well-defined marketing strategy that revolves around nurturing their customer base and consistently exceeding sales targets.

This case study on the marketing strategy of Voltas will delve into the world of Voltas. We’ll explore the company’s background, its target audience, and the marketing mix (4Ps) that fuels its success. We’ll also dissect the specific marketing strategies they use to maintain their dominant position in the Indian market.

For those interested in understanding such strategies of prominent companies like Voltas, pursuing a post-graduation in digital marketing can provide comprehensive insights and practical knowledge.
So, let’s begin by getting to know Voltas Limited a little better.

About Voltas

Voltas, a trusted brand under the Tata Group umbrella, has been a leader in India’s cooling solutions market since 1954. Their mission is to provide customers with superior-quality air conditioners and other cooling products, ensuring comfort and efficiency. Their commitment to innovation and excellence has made Voltas a household name in India. Many are interested in understanding how brands like Voltas achieve such success, hence, it is beneficial to learn digital marketing strategies and techniques.

Beyond air conditioners, Voltas is a multi-faceted company. Established in Mumbai, Maharashtra, it operates across various business segments including home appliances, textile machinery, and even mining and construction equipment.

Voltas is known for its pioneering spirit and strong research and development (R&D) facilities. These have allowed them to introduce revolutionary products and significantly contribute to the growth of India’s air conditioning industry.

 

Voltas Case Study – What’s New With the Brand?

• Voltas reported a revenue of INR 7,769 crore for the fiscal year 2023 (source: Voltas Annual Report 2023).
• The company holds a significant market share of 24.1% in the Indian air conditioner market (source: GfK India, 2023).

Understanding how such market dominance is achieved is possible by taking a digital marketing course online can provide valuable insights into the strategies and techniques used by leading brands like Voltas.

Business News

In 2023, Voltas announced a strategic partnership with a leading global HVAC company to expand its product offerings and enhance technological capabilities (source: Economic Times).

Product Launch

Recently, Voltas’s company products were expanded to encompass a new range of energy-efficient inverter air conditioners, featuring advanced cooling technologies and eco-friendly refrigerants (source: Business Standard).

Marketing News

One recent campaign of Voltas products’, the ‘India Ka Dil, India Ka AC,’ focuses on connecting with Indian consumers by highlighting the brand’s deep-rooted understanding of local needs and preferences (source: AdAge India). Taking courses on digital marketing online can provide valuable insights into understanding the thought process that goes into designing a marketing campaign.

Celebrity News

Bollywood actor Ranbir Kapoor continues to be the brand ambassador for Voltas company’s products, endorsing their latest range of products and increasing the brand’s visibility across various media platforms (source: Bollywood Hungama).

 

Buyer Persona for Voltas AC Company

A buyer persona lists down the motivations, interests, pain points, and social media habits of a company’s ideal customers. This breakdown helps in formulating Volta’s marketing strategy.

Based on the detailed breakdown, it is obvious that the marketing strategy of Voltas can incorporate social media platforms like Instagram and Facebook to execute their marketing campaigns. Here, Voltas’s marketing strategy can blend fashion and home decor elements to match its audience requirements.

Instagram, being one of the most widely used social media platforms is an amazing tool for performing promotional activities, provided one knows the ins and outs of this platform. Enrolling in a free instagram marketing course will help you use this platform to its full potential.

 

Marketing Mix of Voltas

A marketing mix is a model that marketers use to formulate a strategy for their product. This includes the 4Ps of marketing: Product, price, place, and promotion.

The key idea behind the marketing mix model is that it helps a person understand what a business has to offer and how it is offering.

Product Strategy of Voltas

A humongous range of Voltas company products are offered to specific target groups. Its product strategy can be narrowed into three categories namely: Unitary Products, Engineering Projects, and Engineering Products and Services.

The Unitary Product category consists of Air Conditioners (ACs), Air Coolers, Freezers, Visi Coolers, Water Dispensers, and other commercial refrigeration products. This category includes products that are directly sold to customers. To better understand the marketing strategies behind such product offerings, one might consider pursuing a free digital marketing certification.

The Engineering Projects category consists of Mechanical, Electrical and Plumbing (MEP) services and Electromechanical Solutions and Services.

The Engineering Products and Services category includes Textile Machinery products and Mining and Construction Equipment.

It also has a joint venture into the home appliances business with Arçelik, a Turkish multinational household appliance company.

Price Strategy of Voltas

Talking about the price, they have managed to create something that is neither expensive nor cheap, both at the same time, in a way. Volta’s marketing strategy includes a pricing model that provides better value for existing customers.

Over time, they have attracted valued customers from other brands dissatisfied with their products or services. Offering better quality Voltas products at a lower price compared to its competitors has also helped it become the undisputed leader in the AC category since 2012.

They have put together an enterprise that serves needs in terms of cost, quality and services.

Place & Distribution Strategy of Voltas

Talking about its business-to-customer category business, Voltas has a presence in almost every city and town in India. Furthermore, Voltas company products are also sold through major e-commerce platforms like Flipkart, Snapdeal, Amazon India and others to reach every corner of the country.

Talking about its other businesses, Voltas also has a presence in seven countries including India where it operates its engineering and textile businesses.

Curious to learn more about other brands’ marketing mix and how it helps them make their strategy? Check out our digital marketing case studies and explore a wealth of knowledge now!

Promotion Strategy of Voltas

Voltas is a highly respected and reputable company that has been selling household appliances for more than 70 years. One of the biggest reasons it has remained popular is its customer service and value-for-money products. This has earned Voltas a positive word-of-mouth promotion.

The marketing strategy of Voltas company uses both, online and offline channels to promote its products and services to maintain relevance in the eyes of customers. It uses newspaper and television advertisements as its primary offline channels of marketing and social media as a primary digital channel.

Being a Tata enterprise company, it also focuses extensively on Corporate Social Responsibility (CSR) activities to make this world a better place.

 

Marketing Strategy of Voltas

Marketing Strategy is the method by which a business communicates its benefits to consumers. It states the objective of the company, the products or services offered, and how the benefits will be beneficial to consumers.

Often, a business will market itself primarily by making specific claims about what it offers. Marketing is fundamental to any business; without it, a business-as-usual approach is unlikely to succeed.

Voltas uses both, traditional and digital marketing methods to communicate and reach its potential and existing customers. Talking about its traditional marketing approach, it has some of the popular marketing campaigns to its name.

Voltas All Weather AC Campaign

This marketing strategy of Voltas talked about the launch of the campaign back in 2012. It was launched to showcase the benefits of Voltas’s All-Weather AC technology.

The idea behind the campaign was to release a series of advertisements. It revolves around a character named ‘Murthy’ who gets shifted from one part of the country to another, from Kota to Chennai to Cherrapunji experiencing different kinds of weather.

This series of ads uses fun and quirky sarcastic appeal to highlight the benefits of Voltas All Weather AC and how it is beneficial to the customers.

This was the first campaign of Voltas that became an instant hit among the audience. Initially, it was a short-term campaign but later it became the company’s long-term campaign extending its tenure to 3 years.

Voltas All Weather Smart AC Campaign

Volta’s products recently launched a new line of All Weather ACs with smart features. To generate excitement for these innovative products, they’ve unveiled a new marketing campaign.

This campaign was an extension of a previously explained, All Weather AC campaign but this campaign had its own storyline. Here, Voltas’s marketing strategy revolved around the same characters with the same humour appeal highlighting the benefits of this product.

The campaign received positive appreciation from the audience just like its previous campaign and people started associating the character ‘Murthy’ with Voltas AC Ads.

These were some of the popular campaigns of Voltas AC, let’s now go through the modern marketing method implemented by Voltas by understanding its digital marketing strategy.

Do you find our blog insightful? You should also look at our various digital marketing blogs and explore how other companies operate in the marketing industry.

 

Digital Marketing Strategy of Voltas

Digital marketing is a holistic approach to growing a business online. Marketing digitally helps a business to build authority in the industry and increase the company’s exposure online.

A digital marketing strategy is nothing but the art of using digital resources to execute a campaign on a large scale.

In the case of Voltas, the company had very recently launched its first digital campaign and is currently working on improving its digital marketing game. Let us go through the few digital marketing strategies of Voltas that have been discussed below:

Social Media Presence of Voltas

Social media presence is a vital part of many businesses as it allows a company to build trust and credibility. This also means that providing an accurate and or timely social media update is just as important as having an in-depth website.

As with other cities, social media is growing more popular in Navi Mumbai. Many people want to explore how social media can help improve their marketing efforts, giving rise to digital marketing courses in Navi Mumbai enrollments.

This is how Voltas is doing in terms of its social media numbers.

Social Media Presence of Voltas
Facebook	Instagram	Twitter
Source: facebook.com	Source: instagram.com	Source: twitter.com
It has about 522k followers	It has 44k followers	It has about 54.1k followers

 

It is present on all major social media platforms. Voltas also has other social media handles like Voltas Beko, Voltas Limited, Voltas AC etc.

Content Marketing Strategy of Voltas

Content marketing is a hot topic these days in digital marketing. A blog post or a video shared among friends and followers can drive traffic to your site and possibly even sales. It also allows a company to build a community around the business and is an excellent way to build credibility online.

Voltas has been constantly working on the content marketing part and has a blog of its own on its website that revolves around the topic of its products. It shares tips and tricks, how-tos, benefits, features etc.

E-commerce Strategy

Volta’s marketing strategy has enabled the company to strengthen its online presence by partnering with major e-commerce platforms, offering exclusive online deals and a seamless shopping experience.

Mobile App

The Voltas Smart App provides customers with convenient access to product information, service requests, and remote control features for smart ACs, enhancing user experience and satisfaction.

Influence Marketing Strategy

The marketing strategy of Voltas includes collaborations with influencers and celebrities like Ranbir Kapoor to help Voltas reach a broader audience and build brand credibility.
Individuals across India, especially the ones who reside in Faridabad want to incorporate all elements of digital marketing to boost their marketing efforts, leading to a boost in demand for digital marketing courses in faridabad.

 

Marketing and Advertising Campaigns

One notable marketing strategy of Voltats, the ‘India Ka Dil, India Ka AC’ initiative, aimed at connecting emotionally with Indian consumers. This campaign effectively highlighted Voltas’ commitment to understanding and meeting the needs of Indian households, resulting in increased brand affinity and sales.

 

Voltas Marketing Strategy That Failed

Volta’s company products launched its ‘Stay Cool’ campaign in 2020, with the aim to promote their air conditioning products as a solution to beat the summer heat. The campaign featured various advertisements highlighting the comfort and cooling efficiency of Volta’s air conditioners.

Issue: In 2020, Voltas faced criticism for its ‘Stay Cool’ campaign, which was launched during a period of severe heatwave in India. The campaign was perceived as insensitive to the hardships faced by people during that time.

Backlash: Consumers and media criticised the brand on social media for being out of touch with the realities of the situation.

Response: Voltas promptly issued an apology and redirected their marketing efforts to focus on providing tips for staying cool and safe during the heatwave, demonstrating their responsiveness to consumer feedback.

 

Top Competitors That Influence the Marketing Strategy of Voltas

Volta’s company products are not the only products sold in this industry. Many leading players can affect Volta’s marketing strategy, some of them are:

• LG Electronics: Known for its wide range of home appliances and strong presence in the air conditioning market.
• Samsung: Offers innovative and energy-efficient air conditioning solutions.
• Daikin: A global leader in HVAC solutions, renowned for its advanced technologies.
• Blue Star: A major player in the Indian air conditioning market, known for its high-quality products.
• Hitachi: Provides premium air conditioning solutions with a focus on energy efficiency and performance.

Many businesses in India, especially the ones operating in Dadar want to learn the effect of competitors on a company’s marketing strategy, resulting in a boost in demand for digital marketing courses in dadar.

 

Conclusion

Voltas, a powerhouse in India’s air conditioning industry for nearly 50 years, has established its brand across countless homes and businesses. They’ve consistently delivered strong value propositions, both in terms of their products and marketing strategies.

However, with the digital age upon us, Voltas is still finding its footing in the world of online marketing. There’s significant room for growth in their internet marketing plan.

We’d love to hear your thoughts on Voltas’ approach in the comments below. If you found this case study on the marketing strategy of Voltas interesting, please share it with your network!

See you next time!

 

Learning From Other Brands

In comparison to other brands, the marketing strategy of Oreo focuses on leveraging playful and engaging social media campaigns, along with limited-edition flavours to create excitement among consumers, helping the brand maintain a strong presence in the snack market and foster a deep connection with its audience.

Similarly, the marketing strategy of Amazon emphasises creating a seamless customer experience through fast shipping, extensive product selection, and personalised recommendations, showcasing how a customer-centric approach and innovative logistics can drive customer loyalty and market leadership.

Additionally, the marketing strategy of Uniqlo highlights the company’s focus on affordable, high-quality basics, strategic store locations, and innovative fabric technologies to expand its market reach and customer base, while also emphasising opportunities for growth through digital transformation and robust customer engagement. These examples illustrate how effective branding and targeted marketing initiatives can foster brand loyalty and industry leadership across various sectors.