We Strategically Utilise 80% On Traditional Media: Neelima Burra
Luminous Power Technologies unveiled its cutting-edge energy management solution, the ConnectX App on Wednesday. The app aims to empower customers to monitor and manage their Luminous solar products, including inverters and associated systems and provides real-time data on energy consumption, solar energy generation, and inverter performance, enabling users to make informed decisions about their energy usage while reducing reliance on traditional grid sources.
In a conversation with BW MarketingWorld, Luminous Power Technologies' top leadership discussed the company's growth plans and its commitment to the solar energy market.
Brand's Commitment to Solar Energy
Preeti Bajaj, CEO and MD of Luminous Power Technologies, stated, "I think solar is certainly an emerging market. There is a big market expected and that growth curve is in excess of perhaps 25 per cent compounded annual growth rate across the industry over the next few years". She emphasised the growing demand for clean energy sources and Luminous' role in providing quality solar solutions to both home consumers and the commercial and industrial sectors. She highlighted the company's mission to contribute to a carbon-friendly India.
She also shared the brand's aim to double its growth in the next four years by offering comprehensive solar solutions to consumers. They plan to position themselves as a one-stop solution provider for solar products in the domestic as well as international markets.
Bajaj further discussed the company's extensive range of solar inverters, including off-grid and on-grid solutions, catering to various consumer needs. She stresses, "Solar is a high engagement product and in the high engagement category, we want to provide a service that consumers feel assured about." The company aims to provide quality-assured solar solutions with a strong focus on customer service.
Consumer-centric Marketing & Sustainability
On the unveiling of the 'ConnectX App', which is part of Luminous' digitisation efforts to provide consumers with real-time information about their energy usage. Ganesh Moorthi, Chief Technology Officer at Luminous Power Technologies, explained how the app empowers users to monitor and manage their energy more effectively. He said, "When it comes to energy perspectives, we want to bring the energy transfer. With ConnectX, consumers will be able to see what their present current consumption or power consumption every day." Moorthi further added, "With that power in their hands, consumers can make smarter decisions. This is the power digitisation brings and we build order-connected products in a way where our solar energy is being generated and becoming transparent at the energy source."
Highlighting the importance of sustainability and CSR in the company's business strategy, Neelima Burra, Chief Strategy, Transformation, and Marketing Officer, Luminous Power Technologies emphasised that Luminous' marketing approach is consumer-centric and driven by consumer insights, with a focus on enabling consumers to manage their energy needs.
About marketing strategies, Burra discussed the balance between digital and traditional media, with Luminous continuing to maintain an 80 per cent presence in traditional media due to its widespread consumer base. She emphasised that digitisation is essential for the company's growth, given the changing consumer landscape.
On the loyalty of the brand towards consumers, Burra underscored, "The activations, loyalty programs, customer engagement programs and even having women in energy program to empower STEM education for girls in India are very important for us as a company. These programs are made with keeping the philosophy of brand at the core for the consumer."
Cricket and Festive Season
As the festive season coincides with the Cricket World Cup, Burra revealed that while Luminous primarily operates in the summer product category, the festive season presents an opportunity, especially online. She shares, "The brand's presence online during this time with ecommerce and our recent campaign 'Cricket Ho Ya Festival, No Power Cuts With Luminous' will run throughout this time to enhance customer engagement".
Bajaj further emphasises the brand's year-round association with cricket, having Sachin Tendulkar, as their brand ambassador. This alignment continues to resonate with cricket enthusiasts and strengthens the brand's performance-oriented image.
On the demarcation of marketing expenditure between digital and traditional channels, Burra highlighted how the media landscape has evolved, with digital gaining prominence, particularly post-pandemic. She stated, "For Luminous, a brand with widespread reach and 95 per cent awareness, it remains imperative to maintain a presence in traditional media. The company strategically utilises both digital and traditional platforms, with a mix of 20 per cent on digital and 80 per cent on traditional media."
Building Relationships
Engaging with customers to build long-term relationships and loyalty was another focal point of discussion Bajaj embarked upon. She highlighted the importance of multi-layered engagement, which includes consumer research, partner feedback, distributor, and dealer network input, and insights from the broader technology and innovation landscape. She also shared the significance of staying current with evolving mega trends, such as the energy transition and extreme digitisation.
On the reduction of carbon footprint, Bajaj commented, "In a world focused on reducing carbon footprints and promoting sustainable energy practices, Luminous Power Technologies aims to provide consumers with the superpower of energy transparency through the app." She also emphasised the ConnectX App's role in empowering consumers to monitor and manage their energy consumption efficiently.
