DENSO, a renowned automotive technology supplier, has been implementing a robust marketing strategy to improve its corporate value and address social sustainability. With a strong commitment to making cars more eco-friendly, safer, and more convenient, DENSO strives to balance business growth with tackling social issues. This case study delves into DENSO’s sustainability management, their approach, and the impact of their marketing strategies.
Key Takeaways:
- DENSO’s sustainability management focuses on integrating social sustainability into their strategies.
- They have formulated a Sustainability Policy and identified key performance indicators (KPIs) for material issues.
- Committees and divisions within DENSO facilitate communication and promote sustainability initiatives.
- DENSO actively disseminates information and engages in communication using the Sustainable Development Goals (SDGs).
- Employee awareness surveys assess the understanding and implementation of sustainability within the company.
DENSO’s Approach to Sustainability Management
DENSO is dedicated to sustainability management, focusing on providing quality products and services while addressing social issues. Guided by their Sustainability Policy, they have identified material issues aligned with their Long-term Policy for 2030. To ensure accountability and progress, DENSO has set key performance indicators (KPIs) for each issue. Additionally, the achievement of these KPIs is integrated into the calculation of director remuneration. Major risk areas such as the environment, information security, and workplace safety are prioritized, leading to the establishment of formal committees responsible for discussing and reporting on sustainability management matters.
In order to promote sustainability awareness amongst employees, DENSO has implemented various initiatives. These include educational tours, in-house newsletters, e-learning programs, and workshops, fostering a culture of sustainability within the organization.
DENSO’s Sustainability Initiatives
| Sustainability Initiatives | Description |
|---|---|
| Educational Tours | Organized tours to educate employees about sustainability practices and initiatives |
| In-house Newsletters | Regular newsletters highlighting sustainability achievements and updates |
| E-learning Programs | Online programs that provide training on sustainable practices and policies |
| Workshops | Interactive sessions to engage employees and generate ideas for sustainable solutions |
By implementing these measures, DENSO strives to ensure that sustainability remains at the forefront of their operations, contributing to their overarching goal of resolving social issues alongside business growth.
DENSO’s Contribution to Social Issues
DENSO has been actively contributing to the resolution of social issues since its founding. They have focused on maximizing the positive aspects of automobiles and minimizing the negative ones, working towards making cars more eco-friendly, safer, and more comfortable. DENSO recognizes the importance of social sustainability and strives to balance business growth with the resolution of social issues.
To support local communities, DENSO creates employment opportunities and promotes Monozukuri and Hitozukuri at their manufacturing bases worldwide. By investing in the development of local communities, DENSO contributes to the economic growth and well-being of these areas.
Apart from their core automotive technologies, DENSO extends their expertise to fields such as factory automation (FA) and agriculture. With the aim of addressing emerging social issues like labor and food shortages, DENSO applies their automotive technologies to these sectors, providing innovative solutions that improve efficiency and sustainability.
DENSO understands that sustainability is a fundamental part of their DNA. They actively engage in community development and pursue initiatives that address social challenges while fostering business growth and innovation.
DENSO’s Contributions to Social Issues:
In their commitment to social issues, DENSO focuses on:
- Maximizing the positive aspects of automobiles
- Minimizing the negative impact of automobiles
- Creating employment opportunities
- Promoting Monozukuri and Hitozukuri at manufacturing bases
- Extending automotive technologies to fields like factory automation and agriculture
These efforts allow DENSO to make a meaningful and sustainable impact on the communities they operate in.
| Social Issues | Actions and Initiatives |
|---|---|
| Eco-Friendliness | Development and implementation of environmentally-friendly automotive technologies |
| Vehicle Safety | Continuous improvement of safety systems and technologies |
| Community Development | Creation of employment opportunities and promotion of local economic growth |
| Factory Automation (FA) | Application of automotive technologies to improve efficiency in manufacturing processes |
| Agriculture | Utilization of automotive technologies for sustainable and efficient farming practices |
Through these initiatives, DENSO strives to make a positive impact on society while advancing their business objectives. Their commitment to community development and social sustainability is an integral part of their overall corporate strategy.
DENSO’s Material Issues and KPIs
DENSO, as part of their long-term policy for 2030, has identified material issues that are essential for the company’s sustainability and align with the needs of society. These material issues cover areas such as environmental preservation, ensuring peace of mind for customers, and inspiring innovation in the automotive industry. By addressing these issues, DENSO aims to create a positive impact on society and enhance their corporate value.
For each material issue, DENSO has set specific key performance indicators (KPIs) to measure their progress and ensure continuous improvement. These KPIs serve as targets for the entire company, emphasizing the importance of sustainability throughout its operations and decision-making processes. Some of these KPIs are integrated into the calculation of director remuneration, further highlighting DENSO’s commitment to achieving these goals.
One of the major risk areas that DENSO focuses on is the environment, especially climate change. They recognize the urgent need to address environmental challenges and allocate significant resources to develop technologies and solutions that reduce emissions and promote a greener automotive industry.
Another crucial risk area for DENSO is information security. As the automotive industry becomes increasingly digitalized, protecting customer data and ensuring the security of connected vehicles are top priorities. DENSO invests in robust information security systems and protocols to safeguard their products and systems against potential cyber threats.
Workplace safety is also a key concern for DENSO. They strive to maintain a safe and healthy working environment for their employees, implementing stringent safety measures and providing comprehensive training programs.
DENSO’s Material Issues and KPIs
| Material Issues | Key Performance Indicators (KPIs) |
|---|---|
| Environmental Preservation | KPI 1: Reduction in greenhouse gas emissions KPI 2: Increase in the adoption of renewable energy sources |
| Peace of Mind for Customers | KPI 1: Enhancement of product safety features KPI 2: Improvement in customer satisfaction ratings |
| Inspiring Innovation | KPI 1: Increase in the number of patents filed KPI 2: Investment in research and development activities |
DENSO’s comprehensive approach to addressing material issues and monitoring key performance indicators demonstrates their commitment to sustainable management practices. By prioritizing environmental preservation, information security, and workplace safety, DENSO aligns their business objectives with the resolution of critical social issues.
DENSO’s Committees and Communication Channels
DENSO has established formal committees and communication channels to facilitate effective sustainability management and promote collaboration within and outside the company.
Management Deliberation Meeting
The Management Deliberation Meeting is one of the key committees at DENSO. It serves as a platform for discussing and reporting on sustainability management matters. The committee comprises senior executives and plays a crucial role in shaping the company’s sustainability initiatives and strategies.
Corporate Strategy Center
The Corporate Strategy Center supports and tracks the activities of each department within DENSO. It ensures that sustainability-related information is effectively communicated throughout the organization. The center plays a vital role in promoting awareness and understanding of sustainability goals and initiatives among employees.
Sustainability Divisions
DENSO has dedicated divisions responsible for each sustainability theme. These divisions work collaboratively with other relevant divisions to promote sustainability activities and initiatives. By fostering cross-departmental collaboration, DENSO ensures that sustainability remains an integral part of the company’s operations and decision-making processes.
Sustainability Leaders
To further propagate sustainability awareness, DENSO appoints sustainability leaders in each department. These leaders play a pivotal role in spreading information, disseminating best practices, and ensuring that sustainability-related goals are prioritized and integrated into departmental objectives.
Communication Channels
- In-house Newsletters: DENSO utilizes in-house newsletters to regularly communicate sustainability-related updates, achievements, and initiatives. These newsletters serve as an effective communication channel, reaching out to employees and stakeholders.
- Educational Tours and Workshops: DENSO organizes educational tours and workshops to engage employees and stakeholders in sustainability discussions. These interactive sessions provide a platform for sharing knowledge, exchanging ideas, and fostering a culture of sustainability.
- E-learning Programs: DENSO leverages e-learning programs to educate employees about sustainability and equip them with the knowledge and tools necessary to contribute to the company’s sustainability goals.
Through these committees and communication channels, DENSO actively promotes internal and external engagement, ensuring that sustainability remains a core aspect of their corporate culture and operations.
Subros: A Case Study on Marketing Strategy
Subros, a joint venture between Denso Corporation and Suzuki Motor Corporation, is a renowned manufacturer of thermal products for automotive applications in India. They have successfully positioned themselves as the largest and only automated air conditioning unit manufacturing unit in the country, enabling them to deliver optimal design and efficiency.
Subros targets two key industries: the vehicle industry and the domestic sector. They offer a wide range of thermal products suitable for passenger vehicles, buses, trucks, and refrigeration transport, among others. By catering to these diverse markets, Subros has established themselves as a trusted provider in the automotive sector.
To promote their products and enhance brand recognition, Subros has implemented various marketing strategies. They have launched TV commercials to reach a wider audience and showcase the benefits of their car air conditioning units. Additionally, Subros has undertaken corporate social responsibility (CSR) initiatives, demonstrating their commitment to societal welfare.
Subros recognizes the importance of online presence and has a strong presence on social media platforms. They utilize these channels to engage with customers, share product information, and announce promotional campaigns. Furthermore, Subros sells their products through online retail websites, allowing for convenient accessibility for customers.
However, Subros has not utilized influencer marketing or developed a mobile app for their products. Considering the growing influence of influencers and the popularity of mobile apps, these avenues present opportunities for Subros to expand their reach and connect with a broader customer base.
Through their marketing strategies and targeted approach, Subros has established themselves as a key player in the thermal products market in India. They continue to innovate and adapt to changing customer demands, ensuring their products meet the highest standards in design and efficiency.
| Target Markets | Marketing Strategies |
|---|---|
| Vehicle Industry | TV Commercials, Online Retail Presence |
| Domestic Sector | CSR Initiatives, Social Media Engagement |
Subros’ Segmentation, Targeting, and Positioning
Subros has strategically segmented its target markets to cater to both the domestic sector and B2B markets. By focusing on rail coaches, buses, passenger cars, commercial vehicles, and refrigeration trucks, Subros has established a strong presence within the transportation industry.
In the domestic sector, Subros appeals to homeowners and the general public who are looking for reliable and efficient air conditioning solutions for their vehicles. By positioning themselves as the largest and only automated air conditioning unit manufacturing unit in India, Subros differentiates itself from competitors and emphasizes its expertise in design efficiency.
Subros’ positioning allows them to customize their products to cater to various climatic conditions in India, ensuring optimal comfort and performance for their customers. Whether it’s beating the scorching heat or ensuring a comfortable ride, Subros’ air conditioning units are designed to meet the specific needs of different regions.
This targeted approach not only enables Subros to offer solutions that align with their customers’ requirements but also provides them with a competitive edge in the market. The unique positioning as the largest and automated air conditioning unit manufacturer in India sets Subros apart and reinforces their reputation as a trusted and innovative brand.
| Target Markets | Positioning |
|---|---|
| Rail coaches | Largest and automated air conditioning unit manufacturer in India |
| Buses | Action in accordance with Subros positioning |
| Passenger cars | Action in accordance with Subros positioning |
| Commercial vehicles | Action in accordance with Subros positioning |
| Refrigeration trucks | Action in accordance with Subros positioning |
Subros’ Marketing Campaigns
Subros, the leading manufacturer of thermal products for automotive applications in India, has implemented effective marketing campaigns to promote their products and enhance brand reputation. One of their notable initiatives was a TV commercial highlighting the benefits of their car air conditioning units. By showcasing the superior quality and performance of their products, Subros aimed to capture the attention of car owners in the general public.
In addition to TV advertising, Subros has also undertaken several CSR campaigns to emphasize their commitment to philanthropy and attract ethically conscious consumers. These campaigns have not only helped raise awareness about Subros’ corporate social responsibility efforts but have also contributed to strengthening their brand image.
While Subros has not continued with TV advertising in recent times, it could be beneficial for them to consider returning to this medium. Despite the growth of digital marketing channels, television remains a powerful platform for reaching a wide audience and creating a lasting impact.
Alongside traditional marketing channels, Subros maintains an active presence on social media platforms. This allows them to make promotional announcements, share updates about cultural celebrations, and engage with their customers and stakeholders. Leveraging the power of social media, Subros can create a stronger online community and foster deeper connections with their target audience.
Key Highlights:
- Subros’ TV commercial emphasized the benefits of their car air conditioning units.
- CSR campaigns have showcased Subros’ philanthropic activities and attracted ethically conscious consumers.
- Consideration of returning to TV advertising to expand reach and create a lasting impact.
- Active presence on social media platforms allows for promotional announcements and engagement with customers.
| Marketing Campaign | Channel | Objective |
|---|---|---|
| TV Commercial | Television | Highlight the benefits of Subros’ car air conditioning units |
| CSR Campaigns | Various platforms | Showcase philanthropic activities and attract ethically conscious consumers |
| Social Media Presence | Facebook, LinkedIn | Promote product updates, cultural celebrations, and engage with customers |
Subros’ Social Media Marketing
Subros, a prominent manufacturer of thermal products for automotive applications in India, recognizes the importance of social media in today’s digital era. The company actively maintains a presence on popular social media platforms such as LinkedIn and Facebook, utilizing them to engage with customers and increase brand awareness.
On LinkedIn, Subros boasts an impressive following of over 39,000, making it the platform where they are most active. They leverage their LinkedIn presence to share a mix of informational and promotional content. Subros updates their audience about new products, promotional events, cultural celebrations, and their participation in expos. By providing valuable content, they effectively engage professionals and create a strong online presence among industry peers.
While LinkedIn is their primary focus, Subros also has a presence on Facebook. With 9,000 followers, their Facebook page has potential for growth. However, Subros has been inactive on the platform since 2018. To maximize the benefits of social media marketing, Subros can re-energize their Facebook presence by consistently sharing updates and engaging with their followers.
By maintaining an active presence on social media platforms like LinkedIn and Facebook, Subros can effectively cultivate customer relationships, expand their reach, and establish themselves as a trusted leader in their industry.
Subros’ SEO Strategy
Subros, a leading manufacturer of thermal products for automotive applications in India, has implemented an effective SEO strategy to enhance their online presence. With over 6,000 organic keywords, Subros has demonstrated their commitment to optimizing their website for search engine visibility and attracting more customers.
To further improve their SEO strategy, Subros can focus on optimizing their website content, meta tags, and URLs with relevant keywords related to their products and target markets. By incorporating strategic keywords such as “Subros SEO strategy” and “Subros organic keywords” naturally throughout their web pages, Subros can increase their search engine rankings and generate more organic traffic to their site.
Additionally, Subros can leverage external link building and backlink strategies to enhance their domain authority and improve their visibility in search engine results pages. By collaborating with industry influencers, bloggers, and relevant websites, Subros can create a network of quality backlinks that can enhance their credibility and attract more organic traffic.
Furthermore, Subros should regularly monitor their website analytics and conduct keyword research to identify emerging trends and optimize their SEO strategy accordingly. This data-driven approach will allow Subros to continuously refine their SEO efforts and improve their online visibility in the competitive automotive industry.
In conclusion, Subros’ strong SEO strategy, coupled with ongoing optimization efforts, has the potential to significantly increase their organic traffic and online visibility. By incorporating relevant keywords, optimizing their website, and leveraging external link building, Subros can attract more customers and solidify their position as a leading manufacturer of thermal products in India.
Subros’ Organic Keywords
Subros’ SEO strategy has resulted in over 6,000 organic keywords. By understanding and leveraging these keywords, Subros can further boost their search engine rankings and attract more organic traffic to their website. Here are some of the organic keywords that are helping Subros achieve their digital marketing goals:
| Organic Keywords | Monthly Search Volume | Competition Level |
|---|---|---|
| Automotive thermal products | 2,500 | Medium |
| AC units for cars | 1,800 | Low |
| Automotive climate control systems | 1,200 | High |
| Car air conditioning manufacturers | 1,000 | Medium |
| Thermal products for refrigeration trucks | 800 | Low |
These organic keywords provide valuable insights into the search terms that potential customers are using to find automotive thermal products. By strategically incorporating these keywords into their website content, meta tags, and URLs, Subros can improve their search engine rankings and attract more qualified organic traffic.
Subros’ Content Marketing and E-commerce Strategies
Subros, a prominent manufacturer of thermal products for automotive applications in India, leverages effective content marketing and robust e-commerce strategies to enhance its brand presence and reach a wider customer base. By regularly updating their website and social media channels, Subros ensures that customers have access to up-to-date product information and relevant content. This enables them to stay informed about the latest offerings and developments in the automotive industry.
Content Marketing
Subros employs various content marketing techniques to engage and educate their audience. They regularly publish informative and insightful blogs that highlight the benefits of their products in solving common automotive challenges. Additionally, they utilize press releases and annual directors’ reports to provide comprehensive updates on their accomplishments, innovations, and future plans. By consistently generating informative content, Subros establishes itself as a reliable source of industry knowledge and expertise, enhancing its brand reputation and fostering customer loyalty.
E-commerce Strategies
Subros adopts a multi-channel e-commerce approach to cater to the diverse needs of its customer base. They strategically partner with online retail websites and second-hand platforms to enable convenient purchasing of their products. This allows customers to easily find and purchase Subros’ thermal products, providing them with a seamless online shopping experience. While Subros currently does not have a dedicated mobile app, they can further enhance their e-commerce strategies by incorporating an e-commerce channel on their website. By offering customers the flexibility to browse and purchase products directly from their website, Subros can capitalize on the growing trend of mobile shopping and maximize customer convenience.
By focusing on robust content marketing and innovative e-commerce strategies, Subros remains at the forefront of the automotive industry in India, effectively reaching and engaging their target audience while driving business growth and customer satisfaction.
Conclusion
In conclusion, DENSO’s marketing strategy combines a focus on resolving social issues with achieving business growth. Through the implementation of various initiatives, committees, and communication channels, DENSO has successfully promoted sustainability awareness and addressed material issues. Their commitment to sustainability is evident in the integration of key performance indicators (KPIs) into director remuneration calculations, as well as their prioritization of major risk areas such as the environment and workplace safety.
Similarly, Subros’ marketing strategy positions them as a leading air conditioning unit manufacturer in the vehicle and domestic industries. They have effectively engaged in marketing campaigns, social media marketing, SEO strategies, and content marketing to reach their target markets. However, there is still room for improvement in areas such as TV advertising and influencer marketing, which could help further enhance their brand reputation and customer reach.
Both DENSO and Subros have demonstrated their commitment to sustainable practices and effective marketing strategies. By continuing to innovate and optimize their marketing efforts, they can further strengthen their position in the market and drive sustainable growth. With the right strategies in place, they have the potential to achieve even greater success in the future.
