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1Monika Sirothiya is a PhD Research Scholar in Bangalore University; she can be reached at: monikasirothiya@gmail.com
2Chandan Chavadi is currently working as Associate Professor, Presidency College, Affiliated to Bangalore University; He can be reached at chandan.chavadi@presidency.edu.in
Purpose: An international study by Unilever (2017) has reported that one-third of the consumers are interested in buying a sustainable brand or product. CBG (Compressed Biogas) is a sustainable and versatile energy source. CBG sector in India is in its nascent stage and faces myriad challenges to market its products. The present study evaluates the marketing strategies of different CBG companies in India. This study categorizes the companies into high performing and low performing companies by using advanced statistical tools based on market performance. Further, the study identifies the main predictors influencing the marketing performance of CBG companies.
Design/Methodology/Approach: Data from 41 CBG companies were collected using direct interview and survey methods. This data was analyzed using descriptive statistics, multiple regression, decision tree, and cluster analysis via the Statistical Package for Social Sciences (SPSS) 24.
Findings: The results of multiple regression verified that 4P’s of the marketing mix has a significant impact on CBG marketing performance. The decision tree authenticated that price level is the best predictor for discriminating between high and low performing companies. The two-step clustering method proved that companies’ functional characteristics and design of effective marketing strategies result in high performance.
Originality/Value: The study contributes to the literature by classifying companies into high performance and low performance based on the formulation and implementation of different target markets’ marketing strategies, using advanced statistical methods.
Research Limitations/Implications: The CBG plants were selected from 6 states of India based on maximum production capacity. These companies may not represent the entire population of CBG in India.
Practical implications: The outcome of the study would help marketers, practitioners, and new entrepreneurs formulate marketing strategies using 4 P’s (product, price, place and promotion) to enhance their marketing performance and overcome marketing challenges.
Compressed biogas (CBG), Decision tree, Marketing mix strategies, Marketing performance
JEL classification: C38, C44, L1, M31
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