In our previous article, we learnt in detail about the marketing strategy of a fascinating brand, Afcons Infrastructure. In this article, we will elaborate on the marketing strategy of Ashoka Buildcon – one of India’s leading infrastructure development companies.
The objective is to learn and understand how Ashoka Buildcon went from a newly established company to India’s leading infrastructure development company.
Marketing nowadays has become like a backbone of a company with which it is possible for a company to grow and sustain itself in this competitive world.
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About Ashoka Buildcon – Company Overview
Ashoka Buildcon is a leading infrastructure development company in India that specializes in developing highways, bridges, power transmission, and distribution projects.
The company was founded in 1976 and has since grown to become one of the most reputable infrastructure development companies in India. Ashoka Buildcon has a strong focus on quality and safety, and its projects are known for their high standards of engineering and construction.
The company has also made significant contributions to the development of local communities through its social responsibility initiatives.
Ashoka Buildcon’s commitment to quality, safety, and social responsibility has helped the company establish a strong reputation in the infrastructure development industry and attract customers both in India and internationally.
|CEO||Mr Satish Parakh|
|Industry||Heavy equipment, Railway Vehicles, Defense|
|Market Share/ Revenue||3935 Crores|
|Vision||To be a world-class infrastructure development and construction company committed to quality, timely delivery, and customer satisfaction while continuously improving our processes and enhancing our stakeholders’ value.|
|Tagline||Building a better world|
Marketing Strategy of Ashoka Buildcon
Let us have a look at the fantastic marketing strategies of Ashoka Buildcon. We will look into its marketing campaigns, SEO strategies, etc.
Segmentation, Targeting, Positioning
Ashoka Buildcon is a leading infrastructure development company in India. Here is an STP analysis of Ashoka Buildcon:
Segmentation: Ashoka Buildcon segments its target market based on the type of infrastructure projects. The company focuses on developing highways, bridges, power transmission, and distribution projects. Ashoka Buildcon also targets both the government and private sectors as its customer base.
Targeting: Ashoka Buildcon targets customers who require infrastructure development services. The company primarily targets the Indian market, where there is a significant demand for infrastructure development. Ashoka Buildcon also targets international markets such as Africa and the Middle East.
Positioning: Ashoka Buildcon positions itself as a reliable and experienced infrastructure development company. The company emphasizes its expertise in executing complex infrastructure projects and its commitment to quality and safety. Ashoka Buildcon also positions itself as a socially responsible company that contributes to the development of local communities.
Overall, Ashoka Buildcon’s STP analysis highlights its focus on developing infrastructure projects in India and targeting both the government and private sectors. The company positions itself as a reliable and experienced infrastructure development company that is committed to quality and safety. Ashoka Buildcon’s emphasis on social responsibility also helps to differentiate the brand from its competitors.
Road Safety Campaign
The “biggest road safety lesson” according to Guinness World Records was delivered on January 19, 2017, by Ashoka Buildcon Limited as part of its 600th road safety session. By collaborating with governmental organisations and the general public, their goal was to keep their highways accident-free.
Road Safety Seminars were presented in classrooms, dorms, bus and truck terminals, and dhabas along the road. Throughout the 625 sessions that were held, almost 3,000 individuals attended these seminars.
More than 20 locations in 13 states have participated in the programme. Driver health problems are a common cause of accidents. For villagers and truck and bus drivers, Ashoka has organised 87 free eye and health screening camps.
At these camps, almost 7,300 people have had in-person medical examinations. Compared to 2015, there were 37% fewer accidents on Ashoka Highways in 2016 and 26% fewer fatalities from traffic-related causes.
Social Media Marketing
SEO is an important aspect of digital marketing.
As per SEO ranking, it is said that the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can witness, Ashoka Buildcon has 875 keywords. Also, the traffic per month is around 19,999. There are a lot of scopes to improve its SEO strategies.
Ashoka Buildcon has not carried out any influencer marketing strategies. However, influencer marketing can be a useful tool for promoting brands and services, especially in industries such as construction where the decision-making process can be complex and involves multiple stakeholders.
If Ashoka Buildcon were to pursue influencer marketing, it could identify influencers who have a significant following in the infrastructure or construction sectors.
These influencers could include industry experts, thought leaders, or social media personalities who have a strong presence in the relevant communities.
The company could work with these influencers to create content that highlights its expertise in infrastructure development and construction, showcases its past projects, and demonstrates its commitment to quality and customer satisfaction.
Additionally, the company could use influencer marketing to raise awareness about its sustainability initiatives and showcase its efforts to promote environmental stewardship in its projects.
Overall, influencer marketing can be an effective way for Ashoka Buildcon to reach its target audience and build its brand reputation in the infrastructure and construction sectors.
A company involved in infrastructure development and construction, Ashoka Buildcon may not have a significant e-commerce presence, as the nature of its services may not lend itself well to online sales or transactions.
That being said, the company may use e-commerce channels to sell or promote ancillary products or services related to its core business. For example, it could use an e-commerce platform to sell construction materials, equipment, or safety gear. Additionally, the company could leverage e-commerce channels to provide information on its projects, such as project updates, timelines, and specifications.
A company involved in infrastructure development and construction, Ashoka Buildcon may potentially benefit from developing mobile apps that can streamline its operations, improve communication with stakeholders, and enhance the customer experience.
For example, the company could develop a project management app that allows its employees to track project progress, access project documents, and communicate with stakeholders in real-time.
Content Marketing Strategies
Content marketing is a strategic approach to creating and sharing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
A company involved in infrastructure development and construction, Ashoka Buildcon could leverage content marketing to educate and engage its target audience, establish thought leadership, and build its brand reputation.
One approach could be to create blog posts, videos, or infographics that highlight the company’s expertise in infrastructure development and construction, and provide insights into industry trends, best practices, and innovations.
The company could also produce case studies that showcase its past projects and highlight its ability to deliver high-quality results and meet client needs.
Conclusion – What’s Special in Ashoka Buildcon’s Marketing?
As a company involved in infrastructure development and construction, Ashoka Buildcon’s marketing strategies likely focus on building its brand, establishing thought leadership, and promoting its services to potential clients.
Ashoka Buildcon may leverage digital marketing channels to reach a wider audience. This may include search engine optimization (SEO) to improve its visibility on search engines, social media marketing to engage with its target audience and promote its services, and email marketing to keep clients and potential clients informed about company news and updates.
Finally, Ashoka Buildcon may focus on building strong relationships with its clients, suppliers, and partners. The company may use customer relationship management (CRM) systems to manage its client interactions and ensure customer satisfaction.
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We hope that this blog has given you good knowledge about the marketing strategies of Ashoka Buildcon. If you would like to read and learn such insights about other companies, check out IIDE’s Knowledge Portal. This portal covers more interesting case studies.
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