Mumbai: Greenpanel, the largest manufacturer of wood panels in India, is redefining its market strategy with a blend of innovative marketing and strategic partnerships. Known for its high-quality Medium Density Fibreboard (MDF), Pre-Laminated MDF, Wooden Flooring, and Plywood, Greenpanel is making significant strides to enhance brand visibility and engagement.

Indiantelevision.com caught up Greenpanel VP of marketing Arvind Joshi to gain insights on Greenpanel's innovative strategies and future growth plans, showcasing how the company is setting new benchmarks in the wood panel industry.

Edited Excerpts:

On some recent marketing investments and initiatives that Greenpanel has undertaken to boost brand visibility

Greenpanel has been actively investing in strategic marketing initiatives to enhance our brand visibility and connect with a wider audience. One of our most significant partnerships has been with the Delhi Capitals team in the Indian Premier League (IPL), where we are proud to serve as the principal sponsors. This collaboration has allowed us to align with a sport that captures the enthusiasm and passion of millions across India, providing us with a powerful platform to engage with cricket fans nationwide.

In addition to this partnership, we launched an extensive ATL campaign featuring a television commercial with popular Delhi Capitals players David Warner, Rishabh Pant, and Anrich Nortje. This campaign was strategically aired twice on national news channels to reach a broad audience and on regional news and movie channels to ensure maximum reach and impact across diverse demographics.

Furthermore, we have launched Greenpanel MITR, an influencer loyalty app, to strengthen our connection with our influencer audience. This initiative is designed to engage and reward carpenters & contractors fostering a closer relationship and enhancing brand advocacy.

These initiatives are part of our ongoing efforts to position Greenpanel as a leading brand in the wood panel industry.

On Greenpanel differentiating itself from competitors in its marketing efforts

Greenpanel sets itself apart by focusing on building a strong consumer-facing brand, especially in the MDF category. Unlike our competitors, we aim to create brand pull and recall not only among key influencers like architects, interior designers, contractors, and dealers but also directly with the end user. To this end, our marketing efforts are designed to create a lasting impression and establish a direct connection with those who use and appreciate our products.

On Greenpanel tailoring its marketing strategies to effectively reach and engage consumers in tier two and three cities

To effectively reach consumers in tier two and tier three cities, Greenpanel leverages a multifaceted approach. Our partnership with the Delhi Capitals in the IPL has significantly boosted our visibility in these markets, allowing us to connect with a broad audience through the widespread appeal of cricket.

Additionally, we focus on strategic local placements to align with regional cultural and religious events. For instance, we have made targeted investments in high-visibility campaigns during Ganpati in Maharashtra, Durga Puja in West Bengal, and Navratri in Gujarat. We also executed prominent highway branding during the Ayodhya Ram Mandir consecration on key routes leading to Ayodhya, and local branding in Ujjain during Mahashivratri.

These initiatives, combined with our efforts in highway wall branding and enhancing dealer point visibility, ensure that Greenpanel's presence is both prominent and relevant in these important regions. By tailoring our approach to local contexts and celebrations, we strengthen our connection with communities and effectively engage with consumers across tier two and tier three cities.

On Greenpanel leveraging emerging technologies such as AI, AR/VR, etc to enhance its marketing strategies and customer experiences

Greenpanel is embracing emerging technologies to enhance our marketing strategies and provide superior customer experiences. We have integrated a 3D visualiser on our website, allowing customers to explore our aesthetic pre-laminated MDF and wooden flooring ranges. This tool enables users to visualize how our products will look in their spaces, offering a more interactive and personalized shopping experience.

In addition, we are strategically exploring the potential of AI to optimize our marketing activities. Rather than rushing into the trend, we are thoughtfully considering how AI can genuinely add value to our campaigns and customer engagement. By doing so, we aim to deliver more targeted and effective marketing strategies while enhancing overall customer satisfaction.

On collaborations or partnerships that have been particularly beneficial for Greenpanel's marketing efforts

One of our most impactful collaborations has been with the Delhi Capitals team in the IPL. This partnership has allowed us to connect with a broad audience across India, leveraging the widespread appeal of cricket to reinforce our brand presence and engage with consumers on a national scale.

Another notable partnership has been with India Fashion Week, where our wooden flooring was prominently featured on the runway. This collaboration provided us with a unique opportunity to showcase our products, highlighting the quality and aesthetic appeal of our offerings. By aligning with a prestigious event like India Fashion Week, we were able to reach a discerning clientele and enhance our brand's reputation in the premium segment.

On Greenpanel's upcoming marketing initiatives or campaigns

Greenpanel is committed to building its brand in the consumer mindspace through a range of innovative marketing initiatives. In the near future, we will be placing a strong emphasis on digital marketing, recognizing its growing importance in reaching and engaging with consumers effectively.

A key focus area will be launching a robust influencer campaign, leveraging the power of social media and digital influencers to connect with our target audience. By collaborating with influencers who align with our brand values, we aim to enhance our brand visibility and strengthen our relationship with consumers.

On Greenpanel's plan to expand its market presence both domestically and internationally in the coming years

With the largest production capacity in the country, Greenpanel is well-positioned to expand our market presence. Our constant and consistent efforts are focused on exploring and venturing into new geographies to capitalise on growth opportunities. By leveraging our production capabilities and continuously innovating, we are confident in our ability to enhance our market presence and deliver high-quality products to customers.