Detailed Marketing Strategy of Afcons Infrastructure – With STP Analysis

Updated on: Jul 3, 2022
Marketing Strategy of Afcons Infrastructure - Featured Image

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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In our previous blog, we got to know about the SWOT analysis of Afcons Infrastructure. In this blog, we are going to study the marketing strategy of Afcons Infrastructure.

In the marketing strategy, Afcons Infrastructure uses different targeted organic and paid social media marketing campaigns to boost brand awareness, acquire quality leads and get repeat sales.

As we all know about today’s digital marketing world, where all the brands, entrepreneurs, companies, and industries are marketing their products by influencing people and taking up many celebrities as their brand ambassadors. 

If you want to upskill your journey in marketing skills you would need to know about them. You won’t worry about it with the Indian Institute Of Digital Education Free Masterclass on Digital Marketing 101 by none other than our Founder and CEO Karan Shah.

In this case study, we will look at the marketing strategies of Afcons Infrastructure, their influencing marketing, marketing strategy, marketing campaigns, social media marketing, SEO strategies, e-commerce strategies, mobile apps, content marketing strategy, profound study, and much more.  

Digital Marketing Academic Challenge 2024 - DMAC

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.

Quick Stats on Afcons Infrastructure
CEO Mr S Paramasivan (Managing Director)
Area Served Asia as well as other countries.
Industry Infrastructure services
Market Share/ Revenue Over INR 500 cr
Vision To be a prominent transnational infrastructure company recognised for business innovations, focused on total satisfaction and enhanced value creation for all its stakeholders.
Tagline “Occupational Health, Safety and Environment is everyone’s responsibility”


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


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.


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.


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

Marketing Strategy Of Afcons Infrastructure - SEO

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, 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.

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion – What’s Unique in  Afcons InfrastructureMarketing?

In the marketing strategy of Afcons Infrastructure, we saw that the company is getting love and business from all over the world. Afcons Infrastructure is actively engaged in innovating and shaping the global pace of change. With innovative technologies, products, and services for CO2 efficient drives, electric mobility, Industry 4.0, digitalization, and renewable energies. 

The company must focus on hiring digital marketers and marketing professionals, in the hopes that they will consider this step to achieve the desired results.

Almost every other firm, like Afcons Infrastructure, is striving to boost its digital presence and, as a result, is looking for digital marketers. Check our Online Digital Marketing Course if you want to learn more and improve your skills. Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of Afcons Infrastructure has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of Afcons Infrastructure check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Afcons Infrastructure, and do share your thoughts on this case study marketing strategy of Afcons Infrastructure in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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