DIGITAL MARKETING-TAFE POWER

Topic : DIGITAL MARKETING STRATEGY OF TAFE POWER

Course : EPGP 2022-24
Class : Term 3, Phase 2

Under Kind Guidance of Dr. Utkarsh

Group No. 9 (Nine)
Group members-

Note: All members participated equally, proactively & in an effective manner.

 Company Introduction

3rd

TAFE POWER was launched as a part of celebrating the 60 glorious years of #CultivatingTheWorld with TAFE.

TAFE Power Solution is a subsidiary of TAFE (Tractors and Farm Equipment Limited), which is an Indian
multinational company that manufactures and sells tractors, farm machinery, diesel engines, and batteries.

TAFE Power Solution provides comprehensive power solutions through the manufacture and sale of diesel
engines, diesel generators, dewatering pumps, Mobile light towers , Welding gensets etc. .
T R A C T O R S A N D FA R M E Q U I P M E N T L I M I T E D

US $1.5 Bn 3rd
LARGEST TRACTOR
ANNUALLY MANUFACTURER GLOBALLY
BY VOLUMES

BRAND OVERVIEW & ACCOMPLISHMENTS BUSINESSES

⁃ Started in 1960 in India
⁃ Over 180,000 tractors sold
annually
⁃ Presence in 100+ countries
⁃ Strong distribution network of over 1200 dealers ⁃ TAFE Tractors ⁃ Engineering Plastics
⁃ Presented Star Performer Award for outstanding contribution ⁃ Massey Ferguson ⁃ Gears & Transmission
to engineering exports for 21 consecutive years ⁃ Eicher Tractors Components
⁃ Became the first Indian tractor manufacturer to win the ⁃ IMT Tractors ⁃ Batteries
Frost & Sullivan Global Manufacturing Leadership ⁃ Farm Machinery ⁃ Hydraulic Pumps & Cylinders
Awards in 2018 ⁃ Diesel Generators ⁃ Vehicle Sales
⁃ Engines ⁃ Plantations
 Digi tal Marketi n g Strategy
To sell its goods and services, TAFE Power Solutions Limited has chosen a hybrid digital marketing strategy that involves
both online and offline marketing channels. The major goal of the company's digital marketing strategy is to attract new
clients , make new channel (export market) and keep hold of current ones by offering them useful and pertinent
material via a variety of digital media, TAFE Power's digital marketing operations are intended to increase brand
recognition, create leads, and increase sales.

TAFE has developed a user-friendly website that offers comprehensive information about its goods and services, by
search engine optimization (SEO) it is
rdsimpler for prospective clients to find TAFE Power's goods and services online.
3
Presence on social media sites like Facebook, Twitter, LinkedIn, YouTube, Instagram all have significant followings for the
company.

TAFE also participates in offline marketing events like trade exhibitions in several countries and industry conferences .

4/10
 Participation in MEE-2023 Dubai Exhibition (7th-9th Mar’2023)

Dealer Team Saudi

TAFE POWER Stall
Arabia, UAE, Oman
at MEE2023 Dubai

3rd
LARGEST TRACTOR
ANNUALLY MANUFACTURER GLOBALLY
BY VOLUMES

Prospects from Iran, TAFE Team with

Qatar & Bahrain Netherlands Dealer
 1st Export Dealer Meet in Dubai, UAE – 07th March 2023

3rd
LARGEST TRACTOR
ANNUALLY MANUFACTURER GLOBALLY
BY VOLUMES Address by Mr Vikas Gupta / Mr. Harish Sharma
Address by Mr Sandeep Sinha – Group CEO

Welcoming Poland Dealer Philippines Dealer reciprocating gesture Welcoming Saudi Dealer
 Benefits from Participation in MEE-2023 Dubai Exhibition (7th-9th Mar’2023)
Aksa
Teksan
800+
International KJ Power
Exhibitors Idea
(Turkey) V-man
Keen interest
shown in Volvo Penta MPMC
Dewatering 180+ Visitors Baodouin Lister Petter
Application Footfall at
(China)
by Saudi & TAFE Pavilion
African
MEE 3
visitors
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LARGEST TRACTOR Major
ANNUALLY
2023, MANUFACTURER GLOBALLY
BY VOLUMES
Competition
Participatio
Partners from
Russia, Dubai Hot Dealership
Enquiries from Perkins (UK)
n FPT (Italy)
Netherland, Hungary, South
Saudi, UAE Africa,
Oman, Germany,
Philippines, Australia,
Thailand, Tanzania,
Sudan visited Somalia, Iran
Max. Visitors
from Middle Staunch
Kubota
East, Europe, Ghaddar (Japan)
Africa (Lebanese)
Digital Channel Analysis

TAFE employs a multi-channel strategy to connect with and interact with its target audience through
pertinent and educational material.

Website: The company's main digital platform is the TAFE Power website. Customers can buy goods
and services directly from 3
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the website, acting as if it were an online store.

Goal: The website's goal is to give users a comprehensive resource for learning more about TAFE
Power's products and services.

Offerings- case studies,

white papers
blogs
Technical data about specific products.

8/10
 Digi tal Marketi n g Strategy
Digital channel strategy of TAFE Power is comprehensive overall and strives to
interact with clients at every point of their customer experience

Blogs: TAFE Power publishes a regular blog on its

website and address various power solutions
Features- Educational content about industry
Best practices.
Insightful solutions rd
3
Email Marketing: Company engages with its current
customer base and reaches out to future customers
using email marketing fostering relationship with
current customers and new leads.
Features- Latest updates on new goods.
Business news via newsletters
Promotional
Digital Advertising: To reach out to new customers
and advertise its goods and services.
Features- Search engines
Display advertising
Social platforms
9/10
 We b s i t e A n a l y s i s
The TAFE Power website is user-friendly and well-designed from the user's
point of view.

Features-
Showcasing company's primary goods and services
with a simple design.
Product pages on the website provide comprehensive
details on the features, benefits,rd
and specs of each
3
item, along with links for downloading .
Website has unique Section called resources that
gives visitors access to manuals, pamphlets, and case
studies that further highlight the company's abilities
and knowledge.
Product customization

10/10
 We b s i t e A n a l y s i s
Scope of Improvement

SEO Improvement-Lack of keyword optimization is

evident on the website, which has few instances of
the desired keywords in the meta tags, text, and
headings.

Interactive Features- Including3interactive elements

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like product configurators, live chat, and virtual tours
of their facilities to improve user engagement and
experience.

Video Content- Including video footage on their

website to highlight their goods, production methods,
and client success tales

11/10
 CONTENT MARKETING

The company's content marketing strategy attempts

to promote the brand as an authority in the industry
while educating and informing its target audience
about its products and services. rd
3
uses a range of content formats-films, infographics,
and case studies.
The company's ideals, such as innovation,
sustainability, and customer-centricity, are also
emphasized in the material.

12/10
 CONTENT MARKETING

LinkedIn- Emphasis on market data and client success

stories, is posted on LinkedIn and highlights its
accomplishments and domain knowledge in the
market by sharing news about its products,
accolades, and certifications on ardregular basis.
3
Blog Postings- The blog discusses a variety of
subjects, such as product features, maintenance
advice, and market trends.
Variety of case studies that exhibit its capacity to
offer tailored solutions to its clients, showcasing its
experience and dedication to their fulfilment.

13/10
TA F E P O W E R – C r e a t i v e s o n L i n k e d I n / F a c e b o o k / I n s t a g r a m e t c .

All these creatives are posted in local languages for different

continents / Countries, e.g. in Arabic, English, Burmese, Thai,
French, German etc. Some samples are being displayed here.

It helps in making local connect with customers / prospect dealers

 S O C I A L M E D I A A N A LY S I S

With active accounts on LinkedIn, Twitter, Facebook,

and YouTube, TAFE Power has a sizable social media
presence. The business interacts with its target
market using each platform in a unique way.

Twitter and Facebook are used3to share company

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news and promotions, while LinkedIn is utilised to
highlight the company's accomplishments and
industry expertise.
TAFE POWER | DIGITAL OVERVIEW

23.75 Lakh 37 Countries 56.03 K 4 Campaigns (Jan-Mar)

Overall Budget Spent Covered Social Following 1 - UAE Product Campaign
1 - Thailand Product Campaign
2 – Dubai MEE promotion

The picture can't be display ed.

8.67 L 4.18 L Milestones

53.6K+ Followers
Impressions Reach
463+ Followers
1885 Organic Followers
TAFE POWER | WEBSITE TRAFFIC AND PERFORMANCE

Traffic Details January 2023 February 2023

Organic Traffic 738 608

Organic Tablet and Desktop
162 177
Traffic
Organic Mobile Traffic 129 99
Referral Traffic 56 56
Bounce Rate 45.36% 48.28%
Organic Average Time Spent 00:03:20 00:03:00

17% Decrease 6.43 % Increase 10% Decrease

Website Traffic Bounce Rate Average Time Spent
TAFE POWER SOCIAL MEDIA | KEYWORDS PERFORMANCE

Sl No Category TAFE POWER Genset Keywords Jan-23 Feb-23 Sl No Category TAFE POWER Genset Keywords Jan-23 Jan-23
1 Genset Diesel Not in 100 Not in 100 41 Generic Silent Genset Dealers Not in 100 Not in 100
2 Power Generators 14 16 42 Keywords Engine Dealers Not in 100 Not in 100
3 Diesel Generator Price Not in 100 Not in 100 43 Buy Engine Not in 100 Not in 100
4 Diesel Engine Generator Price 39 Not in 100 44 Buy Diesel Engine Not in 100 Not in 100
5 Diesel Generator Manufacturers 33 28 45 Product 10 Kva Generator Price Not in 100 Not in 100
6 Diesel Generator Efficiency 89 74 46 Keywords 5 Kva Generator Price Not in 100 71
7 Diesel Generator For Sale Not in 100 Not in 100 47 15 Kva Generator Price Not in 100 Not in 100
8 Diesel Generator Cost 39 49 48 125 Kva Generator Price Not in 100 Not in 100
9 Diesel Generator Dealers Not in 100 Not in 100 49 7.5 Kva Generator Price Not in 100 34
10
11
Diesel Generator For Home
Diesel Generators For Home Use
Not in 100
68
Not in 100
65
80 Keywords 50 Brand TAFE Generators 1 1
51 Keywords TAFE Power Generators 1 1
12 Diesel Generator Fuel Consumption Per Hour
Industrial Generator Services
Not in 100
Not in 100
Not in 100
Not in 100
Optimized 52 TAFE Power Generators Price 1 1
13
14 Powerful Generator 12 12
SEO Optimization from July 2022 Sl No Category TAFE POWER Engines Keywords Jan-23 Jan-23
53 Generic Diesel Water Pump For Agriculture Not in 100 Not in 100
15 Backup Generator For Business Not in 100 Not in 100 54 Keywords Agriculture Motor Pump Not in 100 Not in 100
16 Generator For Industrial Use 24 22 FEB 2023 55 Agriculture Water Pump Motor Price Not in 100 Not in 100
17 Cost Of Generators Not in 100 Not in 100 7 Keywords in Top 10 List 56 Engine Power Not in 100 Not in 100
18 Generator Diesel Silent Not in 100 Not in 100 4 Keywords in 11 to 20 57 Powerful Engine 16 15
19 Generator For Power Not in 100 Not in 100 58 Hp In Engine Not in 100 Not in 100
9 Keywords in 21 to 50
20 Generic Diesel Generator Power 33 31 59 Diesel Industrial Not in 100 Not in 100
21 Keywords Generator Industrial Not in 100 Not in 100 7 Keywords in 51 to 100 60 Air Cooled Motor Not in 100 Not in 100
22 Generators For Business Not in 100 Not in 100 53 Keywords Above 100 61 Cooled Engine Not in 100 Not in 100
23 Industrial Generator Price Not in 100 Not in 100 62 Powered Engine 94 90
63 Liquid Cooled Engines Not in 100 Not in 100
24 Diesel Powered Generator 27 25 JAN 2023 64 Powered Engine Not in 100 Not in 100
25 Diesel Generator 26 62
7 Keywords in Top 10 List 65 Oil Cooled Engine Not in 100 Not in 100
26 Diesel Engine Generator 30 40
27 Diesel Generator Set 95 90
4 Keywords in 11 to 20 66 Diesel Engines Not in 100 Not in 100
67 Single Cylinder Diesel Engine Not in 100 Not in 100
28 Silent Diesel Generator Not in 100 Not in 100 10 Keywords in 21 to 50
68 Air Cooled Engine Not in 100 Not in 100
29 Diesel Generator Sets 32 31 5 Keywords in 51 to 100 69 Industrial Engine Not in 100 Not in 100
30 Diesel Power Generator 8 8 54 Keywords Above 100 70 De-watering Pump Engine Not in 100 Not in 100
31 Air Cooled Generator Not in 100 Not in 100 71 Fire Water Pump Diesel Engine Not in 100 Not in 100
32 Small Diesel Generator 86 86 72 Best Diesel Engine Water Pump Not in 100 Not in 100
33 Small Genset Not in 100 Not in 100 73 Sprinklers Engine Not in 100 Not in 100
34 Buy Genset Online 30 25 74 Diesel Engine Water Pump For Irrigation Not in 100 Not in 100
35 Buy Generator Online 20 15 75 Most Powerful Engine Not in 100 Not in 100
36 Best Silent Genset Not in 100 Not in 100 76 Agriculture Spray Pump Motor Price Not in 100 Not in 100
37 Best Silent Generator Not in 100 Not in 100 77 Borewell Motor Price Not in 100 Not in 100
38 Generator Dealers Not in 100 Not in 100 78 Brand TAFE Power Engines 1 1
39 Genset Dealers Not in 100 Not in 100 79 Keywords TAFE Power Genset 1 1
40 Silent Generator Dealers Not in 100 Not in 100 80 TAFE Power Engines Price 1 1
 TAFE POWER | TOP 5 COUNTRIES & CITIES

TOP 5 COUNTRIES TOP 5 CITIES

Nigeria Antananarivo
Russia

Bangladesh
The picture can't be display ed.

Dhaka
Russia

37 Countries+ Algeria Freetown

Russia
Social Presence

Congo Bamako
Russia

Ghana Conakry
TAFE POWER SOCIAL MEDIA | DUBAI & THAILAND CAMPAIGN

JAN PRODUCT CAMPAIGN

Sr No Markets Campaign Start Date End Date Platform Amount Spent Leads CPL
1 UAE Product Generation 15-Jan-2023 24-Jan-2023 FB+IN 75,000 34 2206

2 Thailand Product Generation 20-Jan-2022 29-Jan-2023 FB+IN 75,000 6 12500

TOTAL 1,50,000 40 3750

40 Product Leads
3,750 CPL
12 Conversions
The picture can't be display ed.

Additional business / Sales of

products worth USD 160K

53K+ Followers
400+ Followers
1000+ Organic Followers

*Campaign Under Validation

TAFE POWER | COMPLETED CAMPAIGNS

TAFE POWER Middle East Energy Expo 2023 - Event Promotion

MEE Campaign
Sr No Markets Campaign Platform Start Date End Date Budget Reach Impressions Clicks
1 EU+APAC+MENA Event Promotion Meta 1 Mar 08-Mar-2023 1,00,000 1,66,876 3,27,300 1,605

2 EU+APAC+MENA Event Promotion LinkedIn 1 Mar 08-Mar-2023 1,25,000 1,14,325 1,35,549 2,231

TOTAL 2,25,000 2,81,201 4,62,849 3,836

The picture can't be display ed.

53K+ Followers

400+ Followers
1000+ Organic Followers
 S O C I A L M E D I A A N A LY S I S
We will try to assess the content that TAFE Power has posted on two
platforms—LinkedIn and its blog

Frequency and
Engagementrd
3

Latest updates Social Media Influencers

Customer complaints
addressal

22/10
 S O C I A L M E D I A A N A LY S I S
Scope of Improvement

Extending its reach by incorporating sites like

Instagram or other social networks. This can assist the
business in attracting a younger audience and
promoting its brand and goods in a more participatory
and fun way.
3 rd
Should think about collaborating with influential
people in the business to reach a larger audience and
penetrate new markets. The business might work with
influencers who have a suitable following to promote
its brand and products

23/10
B e n e f i t s o f D i g i t a l M a r ke t i n g – I n t e r m s o f C h a n n e l E x p a n s i o n
We organize d digi tal campaign in Europe / Africa /MENA /
South Eastern Asia / Australia

Accordingly we got:-
1. Dealership Inquiries = 40 Nos.
2. DG Sets requirements = 627 Nos.
3. Engines Requirements = 250 Nos.
3rd
We we re abl e to convert =
1. Appointed Dealership = 23 Nos.
2. Sales of DG Sets = 346 Nos.
3. Sales of Engines = 128 Nos.

So BEP achieved within 4 months of activities & ROI has

been phenomenal

24/10
 B e f o r e D i g i t a l M a r ke t i n g / C a m p a i g n M a r ’ 2 0 2 1
Status of Channel partners

Partner were Available

in 03 countries

• Myanmar
• Bangladesh
• Nepal
 Af ter Digi tal Marketi n g / Camp aign Ap r ’ 2021
Status of Channel partners

New Partners appointed

& orders received from
16 countries

• Qatar • Germany
• Oman • Serbia
• UAE • Australia
• Saudi Arabia • Uganda
• Indonesia • Zambia
• Philippines • Sudan
• Bhutan • Sri Lanka
• Taiwan • Maldives
 Af ter Digi tal Marketi n g / Camp aign Ap r ’ 2022
Status of Channel partners

New Partners appointed

11 countries
(Total 30 Countries)

• Egypt • Israel
• Ivory Coast • Thailand
• Togo • Vietnam
• Morocco • South Africa
• Ghana • Poland
• Russia
 TA F E P O W E R – P l a n fo r F Y 2 3 - 2 4 T h r o u g h D i g i t a l C a m p a i g n

Total 50+ Countries to be

covered.

• Proposed CKD Assembly Units

• Brazil – South America
• Nigeria – West Africa
• South Africa - SADC
• Turkey – Europe and CIS
Countries
• UAE & Saudi Arabia – Middle
East & North Africa
 R E C O M M E N D AT I O N

Website navigation can be

made easier by
reorganising the menu and
giving each component
names that are clear and
succinct. Also, the search
capability of the website
might be improved to
deliver more precise and
pertinent results.

3
Website SEO optimisation can
be accomplished by increasing
rd
the website's page load time,
incorporating pertinent
keywords into the content and
meta tags

Monitor Results: Using

resources like Google
Analytics and social media
analytics and should
frequently gauge the success
of its online marketing
initiatives

29/10
 THANK YOU
3rd