Creating Awareness to Protect the Planet: A Case Study on Marketing Strategy of a Leading Air Cooler Brand
A marketing strategy is a business’s game plan for reaching the prospective consumers and turning them into customers of their products or services. Marketing strategies should revolve around a company’s value proposition. The ultimate goal of a marketing strategy is to achieve and communicate a sustainable competitive advantage over rival companies. A marketing strategy should revolve around the company’s value proposition, which communicates to consumers what the company stands for, how it operates, and why it deserves their business. To guide students, through this sample MBA Project work, we shall present how the company under consideration has formulated its marketing strategy by creating awareness to protect and conserve our Planet.
Founded in 1988, in Gujarat, India, the leading Air Cooler Brand considered for this MBA project study is Symphony Limited, which has established a new category of evaporative air-cooling in India, taking it to the globe. As a disruptor of a highly unorganised sector, the company has set high benchmarks comprising 201 trademarks, 64 registered designs, 15 copyrights and 48 patents, defining the gold standard of air cooling. Symphony is an Indian Multi-National Company that is present in over 60 countries, is the world’s largest manufacturer of air-coolers. From inventions to innovations, energy responsibility to environment stewardship, Symphony is a market leader which has been cooling customers for generations. The massive supremacy of Symphony coolers in the residential, industrial and commercial segments has made the brand synonymous with ‘cooling’.
As a pioneer in the air-cooling industry, Symphony develops breakthrough technologies to combat climate change. It provides solutions for affordable cooling and comfortable environments for maximum efficiency, productivity, and well-being for household, commercial and industrial air coolers. Considering many advantages of air coolers and the emerging market potential for the product, it is felt essential to carry out a MBA project study on marketing strategy of Symphony Ltd so that findings of the study can be utilized by the other similar organizations producing or marketing Air Coolers.
The Air Cooler brand for this MBA project study is committed to create awareness on the need to protect and conserve our planet. Symphony is a highly responsible brand when it comes to the conservation of planet earth and aims to take measures to prevent possible damages to the environment. While technology has made our lives simpler and more convenient, it has proved to be hazardous for our environment. Marketing strategy of Symphony is to educate consumers on why they should be mindful of the side effects of their choices. The company, through its marketing campaign, informed that adapting to sustainable ways of cooling can lead to a positive change. Apart from that, its research findings have also shown that air coolers as a category is more environment-friendly and conducive than ACs. So, as part of its marketing strategy, launched a communication to bring about a change and conserve our planet.
The spending on Digital has increased across all categories and that is true for Symphony as well. Earlier the company used to be heavy on Television and Print, but now a days they have included regional mediums like outdoor, cinema, etc. as part of the media mix, to target specific regions and give regional support that is required. To stand out in this cluttered market the company always highlighted relevant consumer insights. One of the key aspects of buying air coolers is the low cost of the product, and its affordability in terms of operating it. The company is constantly creating awareness around that through its many campaigns. For example, it had launched a campaign with an innovative approach - Ek Samose ke kharche mein poore din ki Cooling - Garmi Ko Karo Symphony. The company is spreading the product benefit and contextualizing the low running cost of air cooler sand assuring the consumers to find value for money and have an impeccable shopping experience. Launched recently a unique AI-led nationwide initiative through Indian cricketers Harbhajan Singh and Shikhar Dhawan. During that campaign, created hyper-personalized video films for over 2,300 retailers across India. That was for the first time in the consumer durables industry when a brand leveraged artificial intelligence, and initiated geo-targeting for each retailer. So, marketing mix strategy of the brand across its various product categories should be studied as part of the MBA Project.
Strategy to meet future challenges
The Air cooler brand considered for the MBA project work grew by 15 % in the last financial year. It expects similar growth current year also. To ensure 100 % presence digitally, the company had also launched its D2C website and introduced kids range coolers exclusively on that website, receiving good response from across all regions. They have a plan to continue to launch new products on that website in the future too. Launched two new products, and the first one is within the cooler portfolio. Keeping in mind the taste of children, normally something more colourful and not regular white coolers, they have launched Disney and Marvel-themed air coolers first time packed with an aesthetic appeal, innovation, and technology.
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