Scribd
Upload
121 views2 pages

Atomberg Technologies

The case study on Atomberg Technologies outlines the company's evolution from a technology consulting firm to a leader in the energy-efficient ceiling fan market in India. Founded in 2012, Atomberg has successfully leveraged digital marketing and an omnichannel strategy to enhance brand awareness and sales, aiming to grow revenue from $80 million to $300 million by 2027. Key challenges include competition from larger brands and the financial demands of traditional media campaigns.

Uploaded by

abdullahamir11196
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
121 views2 pages

Atomberg Technologies

The case study on Atomberg Technologies outlines the company's evolution from a technology consulting firm to a leader in the energy-efficient ceiling fan market in India. Founded in 2012, Atomberg has successfully leveraged digital marketing and an omnichannel strategy to enhance brand awareness and sales, aiming to grow revenue from $80 million to $300 million by 2027. Key challenges include competition from larger brands and the financial demands of traditional media campaigns.

Uploaded by

abdullahamir11196
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 2

The case study "Atomberg Technologies—Leveraging Digital

Marketing to Accelerate Its Omnichannel Strategy" details the


journey of Atomberg Technologies, an Indian company
revolutionizing the ceiling fan market through energy-efficient
and technologically advanced products. Key highlights of the case
are as follows:

Background

 Founders and Vision: Founded in 2012 by Manoj Meena


and Sibabrata Das, IIT Mumbai alumni, Atomberg started as
a technology consulting firm before focusing on innovative
energy-efficient fans using BLDC (Brushless Direct Current)
motors.
 Product and Positioning: The fans are premium products,
offering energy savings of up to 65%, quiet operation, and
compatibility with smart technologies like Alexa and Google
Home.

Market Context

 Fan Industry in India: A large market driven by tropical


weather and a rising middle class. Ceiling fans dominate the
industry, and traditional players include established brands
like Crompton, Bajaj, and Havells.
 Trends: Growing demand for branded, aesthetically
pleasing, and technologically superior fans due to rising
consumer sophistication.

Marketing and Sales Journey

1. Initial B2B Focus (2015-16): Atomberg started by selling


fans to industries needing energy efficiency, such as
ceramics, later targeting schools and hospitals. Participation
in exhibitions was their primary marketing activity.
2. Shift to Digital Marketing and E-commerce (2016-19):
o Recognizing limited resources, Atomberg pivoted to
digital marketing, leveraging Google, Facebook,
YouTube, and e-commerce platforms like Amazon and
Flipkart.
Success in reaching urban, tech-savvy customers
o
despite premium pricing. A call center supported
customer inquiries and conversions.
3. Omnichannel Expansion (2019-22):
o Offline retail sales began with pilot programs, followed
by structured distributor networks.
o Atomberg adopted "webrooming," where customers
researched online but purchased offline, using store
locators and direct dealer referrals.
o Offline channels eventually contributed 75% of sales.

Challenges and Opportunities

 Competitors: Larger players introduced similar smart fans,


leveraging their established distribution and financial
strength.
 Brand Awareness: Sustaining traditional media campaigns
for brand building remains financially demanding.
 Growth Goals: Atomberg aims to increase revenue from
$80 million to $300 million by 2027 while maintaining its
innovative edge.

Strategic Considerations

 Enhance digital marketing effectiveness to improve online


and offline sales.
 Develop targeted campaigns for channel partners and
intermediaries crucial in the retail ecosystem.
 Navigate competitive pressures by differentiating through
innovation and superior customer experiences.

You might also like