360° Guide to the Marketing Strategy of Allcargo Logistics – Second Largest Government-Owned Petroleum Service Provider

Updated on: Oct 3, 2022
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In our last article, we discussed the complete marketing strategy of MAGGI – which is one of the biggest and leading selling products of nestle. In this article, we have unfolded the comprehensive marketing strategy of Allcargo Logistics Ltd which is the second-largest government-owned petroleum service provider. 

The main objective of this blog is to help our readers gain an insight into the marketing strategies of Allcargo Logistics Ltd which helped them attain the spot of being the second-largest petroleum service provider in the country.

Marketing is considered the heart of an organization, a system of good marketing strategy is what helps a company grow not only financially but also helps in creating goodwill in the industry. Even though nowadays the structure of marketing has changed a little and has moved towards the digitalization aspect, its importance is only increasing.

If you are further interested to explore more about digital marketing then do check out our Free Masterclass on Digital Marketing by Karan Shah, CEO and founder of IIDE. And if you’re looking to master a particular skill in digital marketing, look at our short-term certification courses in Digital marketing which have some meaningful insights.

In this blog, we’ll take you through a complete 360 guide of the marketing strategy of Allcargo Logistics Ltd, i.e. their marketing campaigns, social media marketing strategies, and SEO strategies. Before we dig deep into the subject let us learn what is the company Allcargo Logistics about, who is the founder, and what products/services it deals with. Etc. 

Digital Marketing Academic Challenge 2024 - DMAC
 

About Allcargo Logistics Ltd. 

OIL is the second-largest natural gas and crude oil producer in the country. Allcargo Logistics Ltd is a joint venture between the covenant of India and the Bumrah Oil Company of the UK. It is generously involved in the exploration and production and transportation of natural gas and crude oil. Besides this major expansion in the country, Allcargo Logistics has an interest in overseas countries like Yemen, Nigeria, Russia, and Bangladesh. 

Allcargo Logistics Limited goes way back to 1889 when they first found traces of oil in ASSAM to now having fully integrated petroleum service in the country. The incorporation of Allcargo Logistics happened on the 18th of February 1995, the joint venture took place in the year 1961.

The main services of OIL involve leveraging technology, pipelines, drilling, and workover, harnessing hydrocarbons, etc. OIL has its headquarters in Duljaan, Assam. An impressive contribution to Government campaigns, social media marketing, CSR activities, and many flagship campaigns make the most of the marketing strategy of Allcargo Logistics Ltd. Recently, Allcargo Logistics LTD was in the news because it increased the price of gas by 2 times due to the war situation in the world. 

Quick Stats on Allcargo Logistics
CEO Suresh Kumar
CMO Sandeep Anand
Area Served Worldwide
Industry Oil/ energy and Gas operations
Market Share/ Revenue 12,028 Cr INR
Vision To become the fastest-growing energy company with the highest profitability.
Tagline Bringing Energy to life.

 


Marketing Strategy of Allcargo Logistics Ltd. 

The marketing strategy of Allcargo Logistics Ltd is mainly focused on various CSR activities, sustainability campaigns, and many flagship programs including social media marketing, and SEO strategies which help them be in the news always. Allcargo Logistics Ltd acknowledges its competitors in the country like Indian oil and Hindustan petroleum, and strategize their programs accordingly to not only provide but also sustain energy for the future. 

SEGMENTATION, POSITIONING, AND TARGETING.

Allcargo Logistics Ltd achieves and builds a customer value-driven marketing strategy through appropriate steps of segmentation, targeting, and positioning to remain in the leading of this consumer cyclical industry.

Segmentation.

Allcargo Logistics Ltd breaks its overall market into smaller segments and groups based on the similarity of their buying attributes and the energy needs of different users. The segmentation of Allcargo Logistics Ltd is generally based on the enterprises where they provide their services. Apart from these, the next bifurcation is of the individuals who use the services provided by OIL which is mainly based on their energy needs and consumption. 

Positioning.

Positioning is an important step for the marketing strategy of Allcargo Logistics LTD in finding and building their own unique and distinct place in the industry where there are many other competitors with renowned names. 

The marketing strategy of Allcargo Logistics Ltd positions its brand and services in its market which helps in the future within the country as well as globally. Allcargo Logistics Ltd positions itself to be the fastest growing energy company that provides value to its shareholder Many factors are involved in the positioning of Allcargo Logistics such as the Brand image of the corporation, etc. 

Targeting.

After the identification of various segments based on different factors, the marketing strategy of Allcargo Logistics Ltd focuses on the global market and big entities within the country which requires oil, natural gas, LPG, hydrocarbons, etc.


Marketing Campaigns

One of the major aspects of the marketing strategy of Allcargo Logistics Ltd is marketing campaigns. 

The marketing strategy of Allcargo Logistics Ltd is heavily invested in keeping their shareholders updated on their activities through the below-mentioned initiatives. Allcargo Logistics Ltd has been part of many government-created campaigns, which have helped them remain in the news and also bring value to the eyes of their shareholders. 

ATMANIRBHAR BHARAT: One such campaign is the Atmanirbhar Bharat campaign where Allcargo Logistics Ltd decided to take up the challenge of their skill to manufacture products and pieces of equipment required for energy production and transportation. 

Marketing Strategy of Allcargo Logistics - Campaign

START-UP INDIA & MAKE IN INDIA: Allcargo Logistics has mostly been associated with similar campaigns like MAKE IN INDIA, and START-UP INDIA, in this campaign, Allcargo Logistics Ltd has decided to take this initiative and provide nurturing to build and expand their potential startups. This not only helps them maintain and bring goodwill to their incorporation but also helps them maintain the obligations of being a PUC.

SHIKHSHYA RATNA PURASKAR: Allcargo Logistics has an impressive CSR personnel with various activities happening like the OIL SHIKSHYA RATNA PURASKAR held in  2019 for awarding teachers who contribute towards literacy and help build the nation.  They’ve been majorly involved in energy sustainability for the future all these years. 


Social Media Marketing

Social media has become an important aspect of marketing in recent times. Even though most companies are yet to explore this section of marketing, the marketing strategy of Allcargo Logistics Ltd stands at a mediocre place in this section compared to their competitors. 

Allcargo Logistics Ltd can be found on Facebook, Instagram, Twitter, and LinkedIn.

FACEBOOK. (24k+ Followers)

Allcargo Logistics LTD has a significantly impressive place on Facebook with around 24 thousand followers on its page and this is also its most followed social media handle. They are very active on their page, posting about all the recent activities of the company like new deals, new campaigns, new programs, etc.

INSTAGRAM (1.4k+ followers)

Allcargo Logistics Ltd has a little disappointing image on Instagram with mere 1.4 thousand followers on their handle. 

TWITTER. (19.2k Followers) 

Allcargo Logistics Ltd has a stellar presence on Twitter with around 19 Thousand + followers on its handle where they post almost everything similar to what is being found on Facebook. 

LinkedIn. (11.9k Followers) 

OIL has a very significant reach on LinkedIn with around 11 thousand followers, but it fails to remain active on this social handle, it is a very poor move on their end considering how important LinkedIn is in recent times. Allcargo Logistics Ltd generally posts about its new programs, and new launch deals, and even uses them to promote sustainability and preservation of energy on Facebook as well as Instagram.

Despite being such a renowned company, the marketing strategy of Allcargo Logistics fails to impress in its social media marketing presence. Apart from Facebook and LinkedIn, Allcargo Logistics doesn’t stay much active on Instagram and which is believed to have reached millions of people these days. A good social media presence can not only be useful in increasing sales but also useful in making a brand image of yourself in front of millions of people


SEO Strategies

Marketing Strategy of Allcargo Logistics - SEO

SEO strategy is one of the most important components of marketing and there is no other alternative for it these days. The marketing strategy of Allcargo Logistics Ltd involving SEO strategies is great. There are more than 44 thousand organic keywords of the company. The official website has traffic of more than 2 lakh+ organic visitors per month. Considering these numbers. We can conclude that Allcargo Logistics Ltd has an effective SEO strategy.


Influencer Marketing. 

The Marketing strategy of Allcargo Logistics Ltd does not engage in influencer marketing. It is very rare for such a company to be involved in influencer marketing since the business model of Allcargo Logistics Ltd is very peculiar and influencer marketing would not be of much use for the company and it’s a smart move from their end to not spend on the medium of influencer marketing. 

E-commerce Strategies

E-commerce doesn’t take up much space in the marketing strategy of Allcargo Logistics Ltd. Allcargo Logistics Ltd does not have an E-commerce portal through which they can allow their clients to order their products, however, they do have ample information on their official website regarding various offices through which a potential client can reach out to them for any business-related inquiry.


Mobile Apps

Allcargo Logistics Ltd does have a mobile app that provides information to the client and is mainly for the employees of the company. Through this app, they share information about the sales of the different products sold by them i.e the crude oil sales, petroleum services provided, etc. this app. This app doesn’t fit the marketing purpose as it is mainly designed for the facilitation of their employees. 

They do have a website through which their potential clients can contact them. Primarily, Allcargo Logistics Ltd deals in supplying and production of natural gas, and crude oil to their potential target customer, consideringly that a mobile app doesn’t feel appropriate for a business that’s based in the energy industry.

But for a company that provides LPG gas to individuals, having a mobile app would be a great marketing aspect, through which they can provide this service to individuals more easily. 


Content Marketing Strategies

Content Marketing is yet another important aspect of a good marketing strategy. Content marketing is a very important and effective aspect of the marketing strategy of Allcargo Logistics Ltd. Allcargo Logistics Ltd has been relatively much more active in this section of marketing than others by posting different articles on their website about their campaigns, new partnership deals, and many more such things. 

Content marketing is an informational form of promotion, and Allcargo Logistics Ltd certainly makes the most of it. Nearly all activities ranging from promotions, investing, and campaigns, everything is being posted on their official website in the form of blogs. This is a great method of keeping their investors and shareholders aware of all their activities.

This ends with an elaborative marketing strategy of Allcargo Logistics. Let us conclude our learning below from the marketing strategy of Allcargo Logistics.

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion – What’s Unique in Allcargo Logistics Marketing?

The marketing strategy of Allcargo Logistics Ltd is one of a kind. I have mixed responses to this, as the marketing strategy of Allcargo Logistics Ltd is not as good as compared to other companies in the same business, but since Marketing gives life to a business and is an important aspect of a business, an effective system of marketing and promotion is necessary.

Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.

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 Allcargo Logistics 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 Allcargo Logistics check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Allcargo Logistics, and do share your thoughts on this case study marketing strategy of Allcargo Logistics 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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