Nexans Bundle
What is Nexans' Sales and Marketing Strategy?
Nexans has transformed its sales and marketing to focus on electrification, leading to significant financial growth. This strategy shift, starting around 2018, has positioned the company as a key player in the energy transition.
The company's strategic pivot to becoming a 'pure player in electrification' has been instrumental in its recent success. This focused approach has driven record financial results, underscoring the effectiveness of its new direction.
Nexans' sales and marketing strategy is deeply intertwined with its transformation into a pure player in electrification. This involves a deliberate narrowing of focus from a broad range of activities to four core business units and a reduction in its customer base to 4,000 strategic accounts. This simplification aims to maximize value creation and streamline operations. The company's marketing efforts now emphasize its role as an enabler of the energy transition, highlighting its solutions for power generation, transmission, distribution, and usage. Their recent roadmap, 'Sparking Electrification with Tech solutions,' further details their commitment to innovation, including the integration of artificial intelligence, and reinforces their sustainability objectives. This strategic alignment ensures that their sales and marketing messages resonate with the evolving demands of the electrification market, supporting products like those analyzed in the Nexans BCG Matrix.
How Does Nexans Reach Its Customers?
Nexans employs a multifaceted sales channel strategy, predominantly focusing on business-to-business (B2B) interactions within its core electrification sectors. The company's approach leverages direct sales teams, strategic alliances, and wholesale distribution networks to serve complex, project-driven needs in energy infrastructure, telecommunications, and construction.
Direct Sales for Major Projects
The PWR-Transmission segment, which experienced a significant 21.7% organic growth in H1 2025, relies heavily on direct sales for large-scale initiatives. This includes critical projects such as subsea interconnections and offshore wind farm developments.
Strategic Partnerships and Acquisitions
Nexans' business strategy has evolved to emphasize solutions and services, fostering deeper relationships with its 4,000 strategic customers. Acquisitions like La Triveneta Cavi in June 2024 and Reka Cables in April 2023 bolster its capabilities and market presence, particularly in Europe.
Wholesale Distribution and Channel Support
Wholesale distributors play a vital role in reaching a broader customer base for specialized industrial applications and building solutions. This channel ensures accessibility for a wider range of projects and clients.
Divestments and Focus on Electrification
The company's Nexans go-to-market strategy has been refined through divestments, such as AmerCable in early 2025 and Lynxeo in November 2024. These moves underscore a strategic shift away from non-core segments to concentrate on its 'electrification pure player' identity.
Key Project Engagements
Major project wins highlight the effectiveness of Nexans' sales and marketing approach for renewable energy sector clients. These include a framework agreement valued at over €1 billion with RTE in March 2025 for HVDC cables and a contract with Interconnect Malta (ICM) in April 2025 for subsea cables.
- Direct engagement for large-scale energy infrastructure projects.
- Strategic partnerships for high-value cable solutions.
- Expansion of manufacturing capacities, like the Halden plant, to support demand.
- Focus on customer acquisition through solution-oriented sales.
- Reinforcing market positioning in key geographical areas.
The company's strategic reorientation since 2018, reducing its areas of activity and customer base, has sharpened its focus on electrification. This shift in Nexans business strategy has led to a greater emphasis on providing comprehensive solutions and services, moving beyond mere cable supply. This approach is crucial for understanding the Growth Strategy of Nexans.
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What Marketing Tactics Does Nexans Use?
Nexans employs a robust marketing strategy centered on digital channels and data-driven insights to engage its specialized B2B clientele. The company's approach is deeply intertwined with its purpose to 'Electrify the Future,' focusing on innovation and sustainability within its 'Sparking Electrification with Tech solutions' roadmap for 2025-2028.
Digital Presence and Content Marketing
Nexans utilizes its online platforms to showcase advanced cabling and connectivity solutions, particularly for offshore wind and subsea projects. Its website acts as a key resource for financial performance, investor relations, and detailed operational and sustainability impacts.
Thought Leadership and Innovation
Content marketing is a cornerstone for demonstrating expertise in areas like energy transition and smart grids. The company's investment in AI and digital solutions aims to boost grid reliability, targeting a shift where 40% of its PWR-Grid revenue comes from advanced offers by 2028.
Targeted Customer Approach
While specific campaign details are limited, Nexans' focus on high-value projects and strategic customers suggests a targeted marketing effort. This likely includes industry publications, trade shows, and professional networks, reflecting a shift from 17,000 to 4,000 strategic customers.
Data-Driven Strategy and Segmentation
The company's 'E3' business strategy (Prosperity, People, Planet) highlights a commitment to data analytics for aligning economic goals with environmental and social responsibility. This has driven a focus on profitability and reduced carbon emissions through customer and product rationalization.
Solutions and Services Marketing
Nexans emphasizes marketing solutions and services over mere products, supporting a consultative sales process and fostering long-term client relationships. This evolution aligns with its 'pure electrification' strategy, moving towards specialization in the energy transition.
Technological Integration
The integration of artificial intelligence and digital solutions is central to optimizing operations and enhancing market offerings. These technologies are key to Nexans' overall business strategy and its approach to market positioning.
Nexans' Evolving Sales and Marketing Approach
Nexans' sales and marketing approach has undergone a significant transformation, shifting from a broad, generalist strategy to a highly specialized one focused on electrification and sustainable development. This recalibration is evident in its refined customer base and product portfolio, aiming for greater efficiency and profitability.
- The company's digital marketing strategy for B2B clients leverages online platforms for showcasing advanced solutions.
- Nexans' market segmentation for power cable solutions is driven by its focus on strategic customers and high-value projects.
- The company's strategy for promoting sustainable products is a key component of its brand awareness campaigns.
- Nexans' sales tactics for infrastructure projects are tailored to the specific needs of large-scale energy initiatives.
- Understanding the Mission, Vision & Core Values of Nexans provides context for its market positioning and go-to-market strategy.
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How Is Nexans Positioned in the Market?
Nexans positions itself as a global leader in electrification, focusing on a sustainable and decarbonized future. The company's brand messaging emphasizes electrifying the world through innovation, safety, and sustainability, differentiating itself with advanced cabling and connectivity solutions across critical sectors.
Electrification Leadership
Nexans is a pure player in electrification, committed to powering a sustainable future. Its core message revolves around electrifying the world, with a strong emphasis on innovation, safety, and sustainability.
Comprehensive Solutions Provider
The company offers a comprehensive range of advanced cabling and connectivity solutions. These serve critical sectors including energy infrastructure, telecommunications, building and construction, and specialized industrial applications.
Sustainability as a Differentiator
Nexans appeals to its audience through its unique selling proposition of supporting the global shift towards an all-electric, carbon-neutral future. This is backed by ambitious environmental targets.
Commitment to Decarbonization
The company aims to reduce greenhouse gas emissions by 42% for scopes 1 and 2 and 29% for scope 3 by 2028, compared to 2019 levels. It also plans to increase recycled copper content from 5% in 2023 to 25% by 2028.
The brand's visual identity and tone of voice project reliability and technological expertise, aligning with its role in the energy transition. Nexans maintains brand consistency across its business areas, reinforcing its specialized identity as an electrification expert. The company actively adapts to market shifts through R&D investment and adopting new technologies like AI. Strategic acquisitions, such as La Triveneta Cavi, bolster its market position, while divestitures of non-core assets ensure a sharper focus on its electrification pure-player strategy. Nexans' recognition on the CDP Climate Change A List further solidifies its perception as a sustainable and responsible entity, reflecting its successful Brief History of Nexans and ongoing business strategy.
Target Audience Appeal
Nexans targets stakeholders invested in the energy transition and sustainable infrastructure development. Its comprehensive solutions and clear environmental commitments resonate with customers seeking reliable and forward-thinking partners.
Innovation and Technology
Continuous investment in research and development and the adoption of new technologies like artificial intelligence are key to Nexans' strategy. This ensures its offerings remain cutting-edge and address evolving market demands.
Strategic Portfolio Management
The company actively manages its business portfolio through strategic acquisitions and divestitures. This approach sharpens its focus on core electrification activities and enhances its market capabilities.
Brand Perception
Nexans' brand is perceived as reliable, technologically expert, and forward-thinking. Its commitment to sustainability and climate action, as recognized by CDP, reinforces this positive perception.
Market Responsiveness
The company demonstrates agility in responding to shifts in consumer sentiment and competitive threats. This proactive approach ensures its continued relevance and leadership in the evolving energy landscape.
Integration of Sustainability
Environmental commitments are deeply integrated into Nexans' business model, not just as CSR initiatives. This integration contributes to profitability and secures strong stakeholder buy-in for its long-term vision.
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What Are Nexans’s Most Notable Campaigns?
Nexans' strategic initiatives and significant project wins function as its key 'campaigns', shaping its brand and driving growth, particularly within its B2B focus. The overarching 'Electrify the Future' strategy, initiated around 2018, has repositioned the company as a dedicated electrification player. This strategic direction, further detailed in the 'Sparking Electrification with Tech solutions' roadmap for 2025-2028, aims to boost profitable growth in electrification, accelerate the sustainable revolution, and achieve new levels of success, targeting €1.15 billion in adjusted EBITDA by 2028.
'Electrify the Future' Strategy
This core strategy, launched around 2018, signifies Nexans' transformation into a pure player in electrification. It underpins the company's ambition to amplify profitable growth and accelerate the sustainable revolution.
'Sparking Electrification with Tech solutions' Roadmap
This roadmap for 2025-2028 details the company's plan to scale new heights in electrification. It sets a clear financial target of €1.15 billion in adjusted EBITDA by 2028.
RTE Framework Agreement
Secured in March 2025, this agreement exceeds €1 billion. It involves designing, manufacturing, and supplying HVDC cables for connecting offshore wind farms to the French grid.
Interconnect Malta Contract
Awarded in April 2025, this contract focuses on delivering high-voltage subsea cable for Malta's second interconnector. It reinforces the company's leadership in critical infrastructure.
Halden Plant Expansion
Completed in early 2024, this expansion doubled the plant's XLPE technology capacities. It directly addresses the growing demand for offshore wind and subsea interconnection projects.
La Triveneta Cavi Acquisition
This acquisition in June 2024 expanded the company's capacity in key European markets. It is a crucial element of the ongoing electrification strategy.
Portfolio Rotation
The divestment of AmerCable in early 2025 and the business separation of Lynxeo in June 2025 streamline the business. These actions enhance focus on high-growth electrification markets.
ACT 2025 Employee Share Ownership Plan
Launched in May 2025 with a 46% participation rate, this internal initiative fosters employee engagement. It aligns staff with the 'Sparking Electrification' strategy.
Performance Measurement
Success is measured by financial results, including 13.0% organic growth in electrification businesses in 2024. The record subsea-driven PWR-Transmission adjusted backlog reached €8.1 billion in Q1 2025.
Communication Channels
These strategic initiatives are communicated through investor presentations, press releases, and industry events. Lessons learned continually inform the Nexans sales strategy and overall business strategy.
The company's financial performance reflects the success of these strategic 'campaigns', with 2024 adjusted EBITDA reaching €804 million and net income increasing by 27% to €283 million. These results underscore the effectiveness of the Nexans marketing strategy in supporting its business objectives. Understanding the Competitors Landscape of Nexans is also crucial for refining its market positioning and go-to-market strategy.
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