Marketing Strategy of Afcons Infrastructure: STP Analysis

About Afcons Infrastructure

Afcons Infrastructure Limited provides infrastructure services and is involved in the construction of infrastructure projects such as viaducts, flyovers, metros, bridges, pipelines, roads, ports, barrages, oil and gas projects etc.

The group has projects in over 25 countries in Asia, Africa, and the Middle East. It is a leader in Marine, LNG, and Metro Rail in India.

Marketing Strategy of Afcons Infrastructure

The company’s strategy is simple to shape the future of mobility and motion in cooperation with its customers, partners, and society.

Segmentation, Targeting, and Positioning

Segmentation

Afcons Infrastructure uses the broadest available segmentation of the target market. They are aiming for all geographical locations, whether they are Tier 1, 2, or 3 cities. In fact, in many cases, there isn’t much targeting or segmentation involved because they are attempting to reach all demographics, geographics, and psychographics of consumers. Along with that, they are open to both public and private projects.

Targeting

The company does not produce anything to be sold, they work in real estate and construction industries throughout India. So the concept of targeting does not apply to Afcons Infrastructure.

Positioning

Afcons Infrastructure maintains its position in high-quality projects. Afcons Infrastructure has a long-standing commitment to creating responsible infrastructure. Sustainability is an integral component of their approach to business and work practices.

Marketing Campaigns

Afcons Infrastructure does not have a great online presence even though they haven’t conducted any kind of campaigns. They don’t conduct any kind of advertisement campaign to promote their construction company. 

Afcons Infrastructure can use the same marketing techniques as its competitors are using. The marketing campaign which they can follow from their competitors is advertising on television, launching an advertisement in newspapers, launching a short corporate film, and other marketing ideas.

Afcons Infrastructure can launch such advertisements and other media campaigns to increase its presence in India and other foreign countries.

Social Media Marketing

Afcons Infrastructure is active on social media platforms like Facebook, and LinkedIn and you can find the official Schaeffler Group page on Instagram and Twitter too. The likes and followers they’ve on different social media accounts are as follows:

Facebook: 187k+ likes
Instagram: 19.5k followers
Linkedin: 246,716 followers
Twitter: 24.2k followers

As you can see the company is quite popular on social media as its Facebook page have more than 187k likes and its official Instagram handle has more than 19k followers. LinkedIn and Twitter are more professional platforms where you can get to know more about a company’s vision and business perspective and get more updates on new products and the company’s financial decisions.

Are you curious and want to learn Social Media Marketing with industry experts go and check out IIDE Social Media Marketing and Facebook & Instagram Ads course for more.

SEO Strategies

As per SEO ranking, it is said that the number of keywords below 500 is not good, above 1000 is good and 10,000+ is excellent. As we can see, www.schaefflerindia.com has 2,318 organic keywords and it’s considered good. This means the Digital marketing of Schaeffler India is gaining a good amount of insights. And the monthly traffic is in the 25k+ range, which is considered good.

But the company needs still growth if it wants to beat its Competitors and want to become a peak industry i.e. Schaeffler India needs to work more on its SEO strategies so that the company can be the best and can attract more organic traffic to its website so the company’s sales can increase and achieve more milestones worldwide. 

Influencer Marketing

Afcons Infrastructure has collaborated with the famous team ‘Puneri Paltan’ of the Pro Kabbadi League. The company has sponsored this spectacular kabaddi team to support Indian sports globally, promote their brand name, and increase the sales of products via sports and Kabbadi fans.

E-commerce Strategies 

Afcons Infrastructure does not have any eCommerce strategy because most of its work is onsite. It would be harder to deliver the same level of service to their customers online than physical. 

Afcons Infrastructure Limited is a company that is engaged in India’s infrastructure development through construction practices. E-commerce doesn’t take up much space in the marketing strategy of Afcons Infrastructure. Afcons Infrastructure does not have an E-commerce portal, however, they do have ample information on their website and various offices of their, through which a potential client can reach out to them for any business-related inquiry.

Are you curious and want to learn more about E-Commerce strategies with Excellent teachers go and check out the IIDE E-commerce Management course for more.

Content Marketing Strategies

Afcons Infrastructure Limited does not use any content marketing strategies and they are not active in this section of posting different articles on their website. They do say about their achievements on their website and the growth strategy they are going to imply in future.

This ends our elaborative marketing strategy of Afcons Infrastructure. Let us conclude our learning below from the marketing strategy of Afcons Infrastructure.