In-Depth Marketing Strategy of AIA Engineering with Company Overview & STP Analysis

Updated on: Jul 23, 2022

  Hey there!

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.

Practical assignments, case studies & simulations from Business Review helped the students from this course present this analysis.

Building on this practical approach, we are now introducing a new dimension for our online digital marketing course learners - the Campus Immersion Experience.

If you find this case study helpful, consider leaving a comment below.

Previously, we did the SWOT analysis of AIA Engineering. The goal of this article is to help you understand the marketing strategy of AIA Engineering. To shed light on what they are doing right.   

Marketing is an integral element of a company’s DNA that may make or break its success. As users all around the world migrate to the digital sphere, marketing has followed suit. If you’re interested in modern digital marketing, IIDE’s Free MasterClass on Digital Marketing 101, taught by our CEO and Founder, Karan Shah, is a must-attend.

This article will go over the Marketing Strategy of AIA Engineering in detail. Let’s start by learning about the company’s history, target audience, and digital presence before we delve in.

Digital Marketing Academic Challenge 2024 - DMAC

About AIA – Company overview

Marketing Strategy Of AIA Engineering

AIA Engineering is an Indian engineering home dealing in businesses like cement, mining, power and aggregate. The company was established in 1979 in Ahmedabad, Gujarat, India. AIA Engineering is the second largest Hi-Chrome casting producer in the world. It provides sales and services in more than 75 countries. AIA Engineering and Vega Industries Group are regarded as the international quality benchmark by most customers.

AIA Engineering and Vega Industries have become one of the most successful companies in supplying and installing wear components because they understand how grinding and crushing operations need to work. AIA Engineering, a certified ISO 9001 company, specialises in the design, development, manufacture, installation and servicing of high chromium wear, corrosion and abrasion-resistant castings used in the cement, mining and thermal power generation industries.


Quick Stats on AIA Engineering
CEO Bhadresh Shah
Area Served Global
Industry Cement, Mining and thermal industries
Market Share/ Revenue Rs 6523.99 Crore (2022)
Vision The vision is to emerge as the leading global solution provider in this segment.
Tagline Our optimism for a better tomorrow


Marketing Strategy of AIA Engineering

Segmentation, Targeting and Positioning

The segmentation, targeting, and positioning (STP) marketing model is a well-known strategic method in contemporary marketing today. It is one of the marketing models that is used in practice the most frequently, and marketing leaders credit it for effective, streamlined communications.

With an emphasis on commercial effectiveness, STP marketing identifies a company’s most lucrative market segments before creating a marketing mix and product positioning strategy for each one.

When designing marketing communications plans, the STP model is helpful since it enables marketers to prioritise propositions before developing and delivering individualised and pertinent messages to engage with various audiences. Market segmentation, market targeting, and product positioning make up the three steps of the funnel.

You want to develop a foundation for the segmentation of your target market during the research-based market segmentation phase. You also want to identify key traits that will distinguish each market group from the others.

You must assess each segment’s potential and commercial attractiveness when developing your targeting and positioning strategy. You must then develop a detailed product positioning strategy for each segment you have chosen, as well as a customised marketing mix based on your understanding of that segment.

AIA may narrow down the huge, diverse target population into particular and closely defined groups by employing the segmentation approach. Market segmentation surveys are standard approaches for gathering customer-specific information that can be utilised to construct groups with similar characteristics.

AIA can split the market into tiny homogenous groups after analysing the unique purchasing behaviour of clients and gathering the necessary information through surveys. It is possible to do so by investigating the geographic, demographic, behavioural, and psychographic aspects of clients.

After segmenting the consumer market and selecting the appropriate target market, AIA must now establish a clear positioning statement that will build a good picture of the given product in the minds of the clients.


Marketing Campaigns

Marketing campaigns are planned, strategic efforts to advance a certain business objective, such as increasing consumer awareness of a new product or gathering feedback from them. They frequently use a range of channels, including but not limited to social media, pay-per-click advertising, print advertising, television or radio advertising, and email, to reach customers in a number of ways.

Advertising is the act of developing compelling messages centred on these overarching objectives. Marketing is the process by which a business increases consumer awareness of its brand and persuades consumers to make a purchase.

No information was available about marketing campaigns embarked on by AIA. This goes to show that they aren’t doing much or are yet to implement any campaign strategies.  

Social Media Marketing

Social media marketing is connecting with your audience using social media platforms in order to develop your brand, boost sales, and enhance website traffic. This includes creating compelling content for your social media pages, interacting with your followers, tracking your progress, and executing social media ads.

Currently, Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and Snapchat are the most popular social networking sites.

Social media is being used by businesses in a wide variety of ways. For instance, a company concerned about what consumers are saying about its brand might follow social media discussions and respond to pertinent references (social media listening and engagement). A company would use an analytics tool to examine its reach, engagement, and sales on social media to determine how well it is performing there (social media analytics). Highly targeted social media advertisements would be used by a company looking to reach a certain population on a large scale (social media advertising).

AIA has an online presence on Facebook with 777 followers, and on LinkedIn with 3.8k followers. Asides from this poor online visibility, they have provided zero social media presence on other media platforms. 

This sheds light on how much effort they need to make in creating and maintaining a strong online presence.


SEO Strategies

Marketing Strategy Of AIA Engineering - SEO

The goal of an SEO strategy is to raise a website’s position in search results so that it may draw in more natural visitors. Technical SEO, content strategy, on-page SEO, link-building, and user experience are some of the fundamental pillars that this approach is built around.

Delivering a superior search experience for your audience is at the foundation of SEO strategy.

Successful SEO marketing strategies display your business to searchers at every point of the client journey, which is one of their main advantages. As a consequence, regardless of where customers are in the buying process, they get to know and trust your business.

There is no other option for SEO strategy, and AIA Engineering makes full advantage of it. As previously stated, the majority of its traffic (more than 49 per cent) originates from internet searches. AIA Engineering accounts for 82 per cent of organic traffic, with the remainder coming from sponsored marketing activities. This demonstrates that AIA Engineering is powered by a flawless SEO approach in addition to working hard enough to maintain the brand flying in Google organic SERP rankings.


Influencer Marketing

So far, there haven’t been any known partnerships or deals with celebrities. 

However, the AIA CSR Foundation which is a CSR Implementing Agency of AIA Engineering Limited has been able to partner with the Vidyasaarathi portal in order to provide financial assistance for students around various plants of AIA through scholarships. This Foundation’s Scholarship was to encourage students who cannot afford quality education due to the high fee structure to counter their financial bondage and pursue academic excellence and career opportunities.


E-commerce Strategies

The strategies you want to employ to market your online business and increase sales are known as e-commerce marketing strategies. The long-term direction of your e-commerce firm is determined by the strategy. Your understanding of the market, trends, consumer research, brand values, and product will be considered.

Upon evaluation of AIA’s website, there was no available online selling portal. This means that it isn’t possible to make online purchases from your places of comfort. 

However, if there is actually any available, it is quite unfortunate that it cannot be easily accessible to customers.


Mobile Apps

Irrespective of the fact that owning a mobile application would help people have easier access to AIA’s products and services as well as make online transactions, AIA still does not have any mobile application. 

Content Marketing Strategies

AIA has been able to keep the customers, key stakeholders and investors updated on the company’s strategy and approach toward sustainability by creating an annual medium of communication of progress on material sustainability. This annual medium (report) has helped AIA to communicate its corporate strategy and its alignment with the Company’s vision, mission, key activities and outcomes.


This ends the elaborative marketing strategy of AIA Engineering. Let us conclude our learning below from the marketing strategy of AIA Engineering.

Digital Marketing Academic Challenge 2024 - DMAC

What’s Unique in AIA Engineering Marketing?

AIA has been able to grow and establish a name for itself even without the need for investors. This further shows that despite all of their unapplied strategies and potential marketing strategies flaws, AIA has achieved a lot in the business industry. 

However, with all of their awards and achievements, AIA should ensure to adopt new marketing strategies like establishing an online presence, having marketing campaigns, and other activities.

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 AIA Engineering 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 AIA Engineering check out our IIDE Knowledge portal for more fascinating case studies.

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

Share post via

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]


Submit a Comment

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Related Posts