In a recent article, we learned in detail about the SWOT analysis of Aegis Logistics. In this blog, we will walk through the 360-degree marketing strategy of Aegis Logistics – India’s leading oil, gas and chemical logistics company.
Marketing is a perpetual motion and a major component of any company’s DNA which either makes or breaks the company’s goal. As the world is getting digital, marketing has also trailed towards the digital domain.
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The entire marketing strategy of Aegis Logistics will be fully traversed in this blog. Before starting with the marketing strategy of Aegis Logistics, let us begin with the story, target audience and digital presence of Aegis Logistics.
About Aegis Logistics – Company Overview
Aegis Logistics Ltd was established in 1956 under the Aegis group. Raj k Chandaria is the chairman and managing director along with group president and COO Sudhir Malhotra. Aegis Logistics Limited is a flagship company paving its path in lead in the oil, gas and chemical sector. The primary focus of Aegis is to be at the forefront of the industry by living up to customer expectations with a 100% focus on quality, safety and other environmental standards.
The company handles five distinct related business segments and those are (LPG) Liquid Petroleum Gas terminals, filling plants, huge liquid handling terminals and gas stations to deliver its products and services.
The company has a rating of 1 under LPG Regulations and Supply and Distribution order by CARE. It is located in Mumbai, Halida, Kochi, and Pipavav.
The top clients of Aegis logistics are Bharat Petroleum, Reliance industry, Supreme Industries and more. Aegis Logistics shares have been listed since 1978 on the Bombay stock exchange. It also caters to its international clients through its subsidiaries which are located in Singapore.
|CEO||Raj k. Chandaria|
|Area Served||India and Singapore|
|Industry||Warehousing, supply chain, petroleum|
|Market Share/ Revenue||193.95 INR|
|Vision||Delivering superior services with targets on quality, safety and environmental standards leading in its business segments.|
Marketing Strategy of Aegis Logistics
Let’s learn about the Marketing Strategy of Aegis Logistics! And how Aegis Logistics carries the marketing campaign etc.
Segmentation, Targeting, Positioning
Segmentation: Over the past years, the company has put its hand into different business segments which are related to one another. Those are pipelines, LPG terminals, Huge liquid handling terminals, filling plants and gas stations. Each of them complements each other very well and has been catering to a wide variety of populations.
Targeting: Looking at the target consumer of the company, Aegis Logistics profile mentions that they target many leading industrial companies in India such as HP petroleum, TATA Steels, Bharat Petroleum, Mahindra and many more. Along with this, they focus on individual retail customers via Aegis autogas stations.
Positioning: Aegis logistics fulfils the needs of targeted consumers acquiring the number 1 position in India’s leading oil, gas and chemical logistics company. The company has acquired an “AA” position by CARE for long-term borrowings. Therefore, the Marketing strategy of Aegis Logistics India is in its high-level game as it is able to attain cost leadership in the LPG import market plus it also lowers the delivered price to the most competitive level.
#Lean six sigma and 5s Techniques
From the Aegis logistics case study, we found that this campaign initiated by Aegis has led to important improvements in operational efficiency and environmental standards. On June 5 every year Aegis celebrates the world environment day with the maximum engagement of employees in order to promote environmental attentiveness. The campaign consists of a recycling program with wholesaler partners, energy conservation and water recycling.
#The E Safai Campaign
This campaign was launched in India on November 10 2020 by (RLG) Reverse Logistics Groups under Aegis Logistics with the aim of reaching out to almost half of a million people via a digital platform in order to create and spread awareness of E-waste management techniques. The campaign was definitely a success. As an outcome, the campaign has already set up the infrastructure of 2 recycling plants, 90 e-waste bins and four collection centres.
#Clean to green
The Clean to Green campaign was initiated in 2018 under the Aegis group. Clean to Green has conducted 2150 innovative and customised activation making people aware of safe E-waste disposal and formalising material collection. The campaign was successfully run through online platforms reaching maximum people.
Social Media Marketing
Out of four platforms Facebook, Instagram, Linkedin and Twitter, Aegis Logistics is present on Facebook and Linkedin. The active followers of Aegis are 7,813 and 5,758 on Facebook and LinkedIn respectively, The articles and posts are mainly promotional about new products and services launched with a little bit of informative side.
According to SEO ranking, it is said that the number of keywords below 500 is bad, above 1000 is good and 10000+ is great. Now, we can observe that the organic keyword of Aegis logistics is 5,646 which is good on an SEO scale. It means the website of Aegis is gaining a good number of insights.
The organic monthly traffic of this website is only 11000 plus which is very low. According to SEO ranking, above 20 thousand visits are considered to be good. From the graph, we can also see that the traffic is really degrading between November 2021 to April 2022.
This clearly makes sense that Aegis Logistics needs to gear up to improve its monthly traffic and user engagement in order to rank at the top of SERP. If you want to learn about SEO extensively check out our short-term SEO course.
Till now Aegis ltd has not been active in influencer marketing but it is a good step if influencer marketing is done. Influencers play a huge role in creating brand awareness. So, if you are active on social media, users can learn more about your services and company.
Aegis Logistics provides such a flagship service that it is not possible to bring in an E-commerce platform. It deals with bulk liquid handling terminals, and oil gas which is not retailer-based nor B2C module except for gas stations.
Aegis does not have a mobile application. But it sounds like a good idea to have its own mobile application. This will save a lot of time and effort for the company as there can be direct interactions with the clients via mobile applications. Though the data would be vast and huge, user experience and services can result in a positive way.
Content Marketing Strategies
Aegis shares a wide range of information through different means. It is actively sharing information about stocks and different news related to finance, the share market and many more through reports. The director of the company has also given interviews in Newspapers and Tv channels.
This ends our elaborative marketing strategy of Aegis Logistics. Let us conclude our learning below from the marketing strategy of Aegis Logistics.
Conclusion- What’s Unique in Aegis Marketing?
As per our study, we conclude that Aegis is a reputed leading flagship logistic company which has already gained its height. But when it comes to the digital part it is lagging in some of the factors which can be focused on and improved promptly. Aegis logistics has targeted the correct platform for its products and services which is Linkedin and Facebook. The company has managed to have a good number of active followers on both of these platforms. We can say that its Social Media Marketing strategies are in the correct order according to the company’s needs.
But the concern comes when we see the SEO part of the website. From the driven data we could see very little monthly traffic on the official website of Aegis. Instead of growing, the traffic was drastically going down within almost 9 months. The correct SEO strategy could easily help the company’s website to stand up and rank on top of the Search engine result page.
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