Published by MBA Skool Team, Last Updated: April 04, 2017
Marketing Strategy of Hindalco analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Hindalco marketing mix, help the brand succeed.
Hindalco marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Hindalco Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Hindalco Product Strategy:
The product strategy and mix in Hindalco marketing strategy can be explained as follows:
Hindalco is one of the top iron and steel companies in India, serving the world. Hindalco’s aluminium rolled products is a prime source for all major brands. Everlast, a Hindalco brand produces roofing and cladding sheets. Its flat fin stock has proved very useful in air conditioners and radiators. Hindalco also produces hot rolled plates and called rolled coils as a part of its marketing mix. Cable wrap stock and pattern sheets are some other products. Litho, spiral stocks are used in offset printing and heat exchange applications respectively. PCB sheets are also manufactured which are used in electronic applications. Hindalco also offers flat circular sheets which meets specific needs. Hindalco produces copper cathodes, continuous cast copper rods in various sizes and also precious metals like gold and silver. It is the only producer of 19.6mm copper rod used in railway electrification. It also produces standard alumina, standard hydrate and speciality alumina hydrates. It produces DAP-di aluminium phosphate and NPK-nitrogen aluminium phosphorous. Hindalco also operates cargo handling services through Dahej harbour.
Image: company website
Hindalco Price/Pricing Strategy:
Below is the pricing strategy in Hindalco marketing strategy:
Hindalco’s pricing policy is dependent on a lot of external factors like government regulations, market demand etc.
Pricing strategy in its marketing mix mainly depends on London Metal Exchange and hence changes according to policies. It also varies with the demand in Indian Market. In the aluminium market there are various other factors which affect pricing decisions such as government regulations, cost of production, demand in industries and the competitors. Hindalco has been using latest technologies so as to reduce the production costs and in turn the cost to consumer. All the facilities are close to raw materials sourcing agents and labour is available at low cost in such areas. This helps Hindalco in reducing costs and improving profit margins. We find that prices of each and every commodities are varying on a timely basis. Hindalco deals in the raw materials which are purchased at a low price. But the market prices are varying. The prices are also dependent on the taxes levied by the government. This also suggest the prices at which the commodities are available in the various countries.
Hindalco Place & Distribution Strategy:
Following is the distribution strategy in the Hindalco marketing mix:
Hindalco’s stockyard is almost everywhere in the country which makes its logistics more efficient. They have dedicated sources for critical raw materials such bauxite power and coal. Hindalco has its main facility with aluminium refinery at Renukoot. Apart from this it has aluminium smelter and FRP facility at Hirkaud with a captive power plant and coal mine. Chemical grade alumina plant is located at Belgaum in Karnataka. FRP are also situated in Mouda in Maharashtra Kollur in Telangana. Utkal Alumina is the lowest cost structure with a world class refinery. All the Hindalco units are ISO 9001 and 14001.Custom Smelter at Dahej in Gujarat houses copper smelter. The raw materials are present almost everywhere in the world. Thus, they have to have places where they can procure these materials. The final products are circulated all over the world. The transportation facilities are very efficient and they make sure that they crater to the daily needs of the consumers.
Hindalco industries has made remarkable achievements in distribution networks.
Hindalco Promotion & Advertising Strategy:
The promotional and advertising strategy in the Hindalco marketing strategy is as follows:
Hindalco has put a lot of effort when it comes to promotion. They ensure that the promotional activities are up to the mark. Hindalco is investing in all media like the newspaper, radio, television and now online medium is the most efficient as a part of its marketing mix. The company also has a great number of CSR activities which is wide spread all over the globe. This helps promoting the company indirectly by reaching t the society and contributing for the betterment. Hindalco also makes promotion in the form of business to business. This helps in increasing the customer horizon base of the company. Hindalco does various promotional activities in the form of CSR-Corporate Social Responsibility. It provides various health care initiatives. It also promotes education in rural areas by organising special events.it follows the policy of winning smiles and touching hearts. It has worked in various areas of India for the betterment of underprivileged persons. It also runs 70 skills training program as a way to reach out to consumers in a better way. Hindalco has been contributing to social reforms since its establishment. Besides these, TV commercials and billboards form an important part of their promotional strategy. Hence, this summarizes the marketing mix of Hindalco industries company.
About Hindalco Industries:
Hindalco is world’s largest aluminium rolling company and Asia’s biggest producer of primary aluminium. Hindalco also produces smelted copper and is the industry leader. Hindalco was established in 1958 and started its first factory at Renukoot, in eastern Uttar Pradesh. With acquisitions and mergers ,it strengthened its position in aluminium and copper products.
Today company has a global footprint in 13 countries with a 13.4 billion USD turnover. Hindalco is committed to following 4 core values-Integrity, Commitment, Passion, Seamlessness, Speed.
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