How Hindalco’s Eternia is using data analytics for targeted marketing strategies

Eternia, a premium subsidiary of Hindalco Industries and a part of the Aditya Birla Group, stands at the forefront of the aluminum door and window market. Focused on combining luxury with unmatched quality, Eternia leverages advanced materials like their proprietary Duranium alloy to produce windows and doors that are not only aesthetically pleasing but also exceptionally durable.

In conversation with Adgully, Nehal Bazari, Head of Marketing, Eternia, shares insights into their strategic marketing approaches and the unique attributes that distinguish their products in a competitive market, the multifaceted marketing strategies employed by Eternia to educate consumers about the significance of high-quality aluminum products and to increase brand salience. Bazari also highlights the company’s commitment to innovation and customer satisfaction, exemplified by their industry-leading warranties, the WiWA certification for performance, and continuous advancements in product technology such as the upcoming enhanced Duranium alloy.

Could you share some insights into the marketing strategies and goals currently pursued by Eternia?

Eternia, a subsidiary of Hindalco – the world’s largest aluminium company and part of the Aditya Birla Group – focuses on marketing strategies that highlight both the luxury and quality of our products. Our primary objective is to educate consumers about the importance of high-quality aluminium doors and windows, which are essential, yet often overlooked elements of home design.

We understand that doors and windows are not just functional components, but also luxury items that can significantly enhance the aesthetics and value of a home. Our products, crafted with the advanced Duranium alloy, offer unparalleled strength and sleek design, making them perfect for discerning customers who desire both beauty and durability in their living spaces.

Our marketing strategies are multifaceted:

• Educational Content: We aim to inform consumers about what constitutes high-quality aluminium products and the unique benefits of choosing Eternia windows and doors. This includes detailed explanations of features like the use of Duranium, which allows us to create slim yet incredibly strong window profiles that can withstand extreme weather conditions.
• Brand Salience and Penetration: We focus on increasing brand awareness and market penetration through a combination of digital marketing, social media campaigns, and traditional advertising. By showcasing our products in real-world settings, we help consumers visualize how Eternia windows can elevate the luxury and functionality of their homes.
• Targeted Outreach: We participate in architectural and design events to connect with industry professionals and influencers, ensuring that Eternia is top-of-mind when they are specifying products for new projects.

In essence, our goal is to position Eternia as the go-to brand for luxury, high-performance aluminium doors and windows that not only meet, but exceed the expectations of quality-conscious homeowners.

In what ways does Eternia stand out from its competitors?

Eternia stands out due to several key differentiators:

• Trusted Reputation: As part of the Aditya Birla Group, we inherit a legacy of trust and reliability.
• Industry-Leading Warranties: We offer a 12-year warranty on profiles and a 2-year warranty on hardware, assuring our customers of quality and reliability.
• Duranium Technology: Our unique Duranium alloy, developed by Hindalco, enables us to create sleek yet strong windows up to 4.5 meters tall, offering superior protection even against cyclones. This alloy allows for large, slim window designs without compromising structural integrity.
• WiWA Certification: Eternia windows are WiWA certified, ensuring they can withstand wind, water leakage, noise insulation, and dust protection. We also provide the "Know Your WiWA score" tool on our website, which helps customers find the right specifications by answering five simple questions.

Considering your target demographic, what are some key challenges you encounter in reaching them effectively, and how do you overcome these obstacles?

One of the key challenges is that windows and doors are not frequently purchased items; they are typically considered during new constructions or major renovations, which may only happen once every few decades for an individual. To overcome this challenge, we implement several strategies:

• Digital Marketing: We target consumers based on their knowledge, interests, and preferences using advanced digital marketing techniques.
• Architectural Events: We actively participate in events attended by architects, contractors, and homeowners planning new construction or renovation projects.
• Timing and Relevance: By using data analytics, we aim to reach our target audience at the right moment, when they are most likely to consider window replacements or new installations.

How does Eternia Windows evaluate the effectiveness of its marketing efforts? Could you provide some examples?

We do a lot of digital marketing, and the beauty of digital marketing is that the returns are measurable. One of our key metrics is tracking the business generated and sales revenue driven by marketing campaigns. Beyond sales, Eternia also evaluates success through an increase in brand awareness and salience among its target audiences. Marketing campaigns measurably raise brand familiarity and are considered effective brand-building investments.

What are some recent promotional activities or campaigns launched by Eternia Windows?

We have recently launched a campaign, called “Imagine Windows, Not Walls”. It is about imagining a real window instead of a wall, which can improve the health of your house with natural light and ventilation. It’s a metaphor to open your mind to new possibilities, perspectives, and dimensions. Just as windows provide a gateway to the outside world, imagining metaphorical windows can liberate your thoughts by enabling you to explore uncharted territories of creativity and personal growth.

What emphasis does Eternia Windows place on digital marketing within its overall marketing framework?

Digital marketing is crucial for us. We focus heavily on it and deploy various tools. Eternia leverages digital channels for bottom-of-the-funnel and high-intent marketing activities. We use a variety of tools and techniques to capture demand from consumers actively researching and looking to purchase windows:

• Search Engine Marketing and Optimization: To ensure we appear at the top of search results for relevant queries.
• Targeted Advertising: Utilizing social media platforms to generate interest and engage with potential customers.
• Analytics and AI: Leveraging advanced analytics to tailor our marketing campaigns to specific customer segments, ensuring our messages are relevant and impactful.

How does Eternia Windows maintain innovation and respond to evolving trends in the fenestration sector?

Hindalco has several Research and Development (R&D) Centers worldwide. These R&D facilities constantly develop new products and analyse industry trends worldwide. One such example of our innovation is Duranium, an aluminium alloy. We will soon launch an enhanced version of our Duranium alloy, with far superior performance characteristics.  Besides Duranium, Eternia comes with WiWA certification to help customers easily assess which window specifications best meet their wind, water and air protection needs.

By keeping the customer perspective at the core, Eternia focuses its innovation efforts on creating new solutions that address customer pain points – materials, installation, quality guarantees or streamlined hassle-free experiences. It’s all about finding ways to solve the customer’s problems. That is how we maintain innovation and respond to the evolving trends in the fenestration industry.

Also Read: How Hindalco’s Eternia played the D2C e-commerce game right