SRI KRISHNA COLLEGE OF TECHNOLOGY

SCHOOL OF MANAGEMENT

Marketing Mix (4P’s) of NTPC Ltd.

Barath M – 21TPMB025
Assignment - I
Marketing Management
 Introduction
• NTPC Limited known as National Thermal Power Corporation Limited, is an Indian statutory corporation. It engaged in generation of
electricity. It is incorporated under the Companies Act 1956 and is under the ownership of Ministry of Power, Government of India.
• The headquarters of the company is situated at New Delhi. NTPC's core function is the generation and distribution of electricity to State
Electricity Boards in India. The body also undertakes consultancy and turnkey project contracts that involve engineering, project management
construction management, and operation and management of power plants.
• The body has also ventured into oil and gas exploration and coal mining activities. It is the largest power company in India with an electric pow
er generating capacity of 67,907 MW . Although the company has approx. 16% of the total national capacity, it contributes to over 25% of
total power generation due to its focus on operating its power plants at higher efficiency levels. NTPC currently produces 25 billion units of
electricity per month.
• NTPC currently operates 55 power stations (24 Coal, 7 combined cycle gas/liquid fuel, 2 Hydro, 1 Wind, and 11 solar projects). Further, it
has 9 coal and 1 gas station, owned by joint ventures or subsidiaries.
• It was founded by Government of India in 1975, which now holds 51.1% of its equity shares (after divestment of its stake in 2004, 2010, 2013,
2014, 2016, & 2017). In May 2010, NTPC was conferred Maharatna status by the Union Government of India, one of only four companies t
o be awarded this status. It is ranked 400th in the Forbes Global 2000 for 2016.
 Market Strategy
• Marketing Strategy of NTPC 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.
• NTPC marketing strategy helps the brand/company to position itself competitively in the market
and achieve its business goals & objectives.
 Product Strategy
I. Primary Product : Electricity

II. Secondary Product : Natural Gas

• NTPC is one of India’s leading power generation companies. NTPC has a coal based installed
capacity of 35,885 MW and with 19 coal-based power stations.
• NTPC is the largest thermal power generating company in the country. Products like electricity,
natural gas etc. come under its marketing mix.
• In Gas based Thermal Power plants, it has collaborated with Ratnagiri Gas and GAIL in State of
Maharashtra. The installed capacity is 1967.08 MW.
• In Hydro Based Power Projects, it has focused on Hydro development for a balanced portfolio
for long-term sustainability.
• NTPC has ventured into Renewable Energy and Distributed Generation for clean and green
sources of electricity.
• NTPC has installed Solar Photovoltaic Power Plants in states of Uttar Pradesh, Andhra Pradesh
and many more thereby commissioning 310 MW of total. NTPC aims to develop a long term
plan to become 128000 MW company by 2032.
• It has signed a MOU with Government of Sri Lanka and Ceylon Electricity Board for setting up
a 500 MW coal based thermal power plant.
 Price Strategy
• By the end of the fiscal year 2015-16, estimated revenues of NTPC were 71696.07crore rupees
and its net income at 10242.91 crore rupees.
• The aim of the Government of India is Power for All. It has adopted cost-effective ways so as to
enhance power supply.
• NTPC has set benchmarks in power industry via operations and construction of power plants as
it offers cheapest and minimum average tariff for power in India.
• NTPC is committed in its endeavor to generate power in a sustainable manner at competitive
prices by putting its onus on the usage of eco-friendly and innovative technology.
• It has adopted a reasonable and economic pricing policy as it is a government undertaking and
works for the welfare of its country and its people.
 Price Performance
Performance period Change in price

1 week -0.15%

1 Month +3.49%

3 Months -0.69%

YTD 9.69%

1 year 36.65%

3 years 24.0%
 Place/Distribution Strategy
• NTPC presence spread across 55 locations in the country and has developed its operation in
Sri Lanka and Bangladesh.
• NTPC has installed solar voltaic power plants in 11 places across India and the largest
power plant with a capacity of 560 MW is under implementation.
• It has signed an MoU with Kyushu Electric Power Co. Inc., Japan, for exchange of
information and experts from different areas of the business.
• NTPC has 7 Gas based Power Plants in India.
• It has 26 power stations that are coal-based and some of them are located at Singrauli,
Unchahar, Tanda and Rihand in Uttar Pradesh, etc.
• There are a total of 12 Hydro-Electric Power plants.
• It has widespread distribution network with workforce of 21,633 employees.
 Promotion Strategy
• NTPC has won numerous awards like Mahartna in 2010 and in 2009 ICSI National award for
excellence in corporate governance.
• It has also participated in Swachh Bharat Abhiyaan by contributing on variety of events.
• NTPC has its presence in social media like Facebook and Twitter where people can evaluate and
appreciate the various projects undertaken.
• It also has NTPC school of Business where it trains employees for full time 15 months industry
based residential programme and has developed programmes focused on power and energy
sectors.
• It released various advertisements on print and electronic media creating awareness about the v
arious projects undertaken. Also it has developed programmes for welfare of community at
large.
Thank you