Extensive Marketing Strategy of Astral Poly Technik with STP Analysis

Updated on: Jul 24, 2022

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In the previous article, we learned about the SWOT analysis of Astral Pipes. Now in this article, we are going to learn about the structured and detailed marketing strategy of Astral Poly Technik. 

The article helps you to gain knowledge about Astral Poly Technik, and how a PVC pipes company became one of the best companies in India. This company competes with many prestigious companies like Finolex, and Jain Irrigation Systems LTD.

Marketing is nothing but finding the customer’s needs and fulfilling them with your service. This is like an ocean where many companies are competitive with your company. In that, you need to build and maintain relationships with your customers. If you want to upskill in the digital marketing field then check out IIDE’s Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.

In this entire blog, we will learn the Marketing Strategy of Astral Poly Technik. But before this let’s begin with the company’s story, target audience and digital presence.

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About Astral Poly Technik

Marketing Strategy of Astral Poly Technik

In 1996 Astral Poly Technik company was established. It is the first company to introduce the CPVC piping system in India. The company was established by Sandeep Engineer. The company started with the aim to manufacture plumbing and drainage systems in India. The company is recognized with the hallmark of unbeaten quality. The Astral Poly  Technik company stands for Innovation and setting new trends in the piping industry. It is the company which brings newer piping technologies and creates innovative products at Astral. The company promises to customers by providing products with safety, excellence and integrity.

Astral Poly Technik is the first licensee of Noveon USA for manufacturing and marketing – of CPVC piping and plumbing systems in India. The raw materials which are used by this company for manufacturing the pipes are certified by NSF (national sanitary foundation). 

The Astral company offers products like Plumbing pipes and fittings, Sewerage and Drainage pipes and fittings, Agricultural pipes, Fire sprinkler pipes and fittings, etc. The product ranges of the company are Astral Eco pro, Astral Silencio, Astral CPVC Pro, Astral Pex a- Pro, Astral multi pro and so on.

Quick Stats on Astral Poly Technik
CEO Sandeep Pravinbhai Engineer
Area Served Country-wide
Industry Pipes and fitting company
Market Share/ Revenue Rs 2,507.00 crore of Annual revenue for 2021
Vision Manufacture pro – India plumbing and drainage systems.
Tagline Strong Nahin Astral Strong Hai


Marketing Strategy of Astral Poly Technik Company:

Let’s start learning about the detailed marketing strategy of Astral Poly Technik and also its STP Analysis. 

Segmentation, Targeting, Positioning:

The customers are mainly from the Agricultural sector and sanitary ware. These are the sectors where most of the customers are targeted, and these customers need products like pipes and fittings. The company serves and promises the customers safety and excellent quality.

The company offers products to the customers such as Plumbing pipes and fittings, Sewerage and Drainage pipes and fittings, Agricultural pipes, Fire sprinkler pipes and fittings, industrial pipes and fittings, it also entered the faucets and sanitary ware segment.

The positioning of the company in the market by being the first company which manufactures CPVC pipes in India. It is the leading manufacturer of CPVC pipes in India. The company builds trust, quality and excellence among the customers.

Marketing campaigns

Marketing Strategy of Astral Poly Technik - Campaign 1

The Astral company introduced its latest and one of the recent campaigns after a long time – featuring Bollywood actor Ranveer Singh. The title of the campaign is Dhadho sutho. It is a word in the Sindhi language and the meaning of this word is very lovely.

Kairav Engineer, Vice President – Business Development, Astral Poly Technik Limited, said “The country is giving a big push to the infrastructure sector, and the real estate industry is also showing signs of revival post-covid. But as opportunities open up, and competition grows, we thought this was a good time to take stock of the Astral brand and get ready for the future. We also needed a clear positioning for the brand that allows us to straddle all the opportunities- infra, residential, and Agri.”

In this campaign, they wanted to build knowledge and awareness about the quality of piping. Because most people lavishly spend money on furniture, interiors, painting, decorating, etc but they don’t think about piping and fittings or sanitary ware. This campaign has clearly explained this point. The company doesn’t hold many marketing campaigns. 

Marketing Strategy of Astral Poly Technik - Campaign 2

Astral Pipes are associated with IPL i.e. The Indian Premier League. The company is the official partner of the team Chennai Super Kings and associate partner of Mumbai Indians & Gujarat Titans in 2022. Being a sponsor and partner of such a big event gives Astral Pipes solid brand recognition and increases revenues. 

Marketing Strategy of Astral Poly Technik - Cmapaign 3

Another marketing campaign cum an initiative that was taken by Astral Pipes was 5 years ago before the launch of the latest marketing advertisement with Ranveer Singh. With this campaign, Astral Pipes aimed to Inspire, Inform and Empower the mass to fight and volunteer for #EveryWomansRight.

The campaign got many dislikes from the viewers. The viewers didn’t like the way the agenda was taken by the Astral Pipes advertising team.

Social Media Marketing

Social media marketing is really important when it comes to gathering the audience at large and no wonder a brand like Astral Poly Technik uses it to its full advantage.

Astral poly Technik Company is active on social media platforms like LinkedIn, Facebook, Twitter and Instagram. It has an official page on Facebook as Astral home, Astral poly Technik PVT LTD and Astral pipes.

The company has more followers on Instagram and LinkedIn. The number of followers on Instagram is 34.8k. There are 24043 followers on LinkedIn. The posts of the company which are posted on these platforms are related to their campaigns, new product info, and advertisements. 

Hey, If you want your business to get success on social media platforms or have a curiosity about how marketing works on these channels, then you must check out the short-term SEM course offered by IIDE in which you will get everything you are looking for to know-how marketing works on social media.

SEO Strategies

Marketing Strategy of Astral Poly Technik - SEO

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. we can observe that Astral company has 10,539keywords  and it is considered as amazing, zing zing right. Hence Digital marketing has gained the best insights.

The organic monthly traffic is about 43,478 which is amazing. 

SEO helps in achieving your long-term goals for your brand. A good ranking and a favourable placement help in raising the profile of your brand. In short, SEO strategies are crucial for the development of the website and to provide more visibility to the relevant audience.

If you are someone who doesn’t want to miss any step in implementing the right SEO for your new website, then you must have a thorough go-through of our in-depth blog on Step-by-Step Guide on SEO for New Websites in 2022 – IIDE where you will explore a new website SEO checklist, all the SEO requirements for a new website, how long does SEO takes to work for a new website, and more. 

Influencer Marketing

The process of identifying, engaging, and supporting individuals who initiate conversations with a brand’s customers is known as influencer marketing. It is a growing trend used in public relations campaigns. In recent years, this strategy has become increasingly focused on social media, allowing brands to market through social media influencers. Influencer marketing will also be a big trend in 2022 and beyond.

Influencer marketing, which mixes brands and influencers working together, may be a strong strategy that may help businesses develop. It is a marketing approach that’s been employed successfully by thousands of organisations and brands for over a decade and is still growing.

For the management of social media, SEO, and paid media maintenance the digital advertising agency Chimp&Z INC had been collaborating. It also introduced Ranveer Singh in an advertisement to explain the importance of choosing excellent quality pipes. Also, in one of the Instagram posts by Astral Pipes, you can see the Indian daily soap star – Arjun Bijlani promoting Astral Pipes and the benefits of piping solutions by Astral.

For building trust in Southern Markets Icon star, Allu Arjun has been chosen as brand ambassador for Astral pipes. The company also joined the Swach Bharath bandwagon campaign with #Everywomansright. They post most about their products on Instagram which have the maximum number of followers. 

E-commerce Strategies

Astral poly Technik has a well-optimised website with 7 sections i.e. About Us, Products, Investor Relations, Sustainability, News & Media, Careers & Get in Touch. On their website, users who are interested in different activities can gather content and information about the same.

Astral poly Technik does not sell its products through its website, they have a section of products on their website that give in-depth description of their products.

One can buy Astral poly Technik products from various third-party e-commerce platforms and online stores like Amazon, Shakedeal.com, Industrybuying.com, and Flipkart.com, Indiamart.com, etc and more. Also in traditional means, you can find Astral poly Technik at shelf space at merchants selling piping and fittings products.

Content Marketing Strategies

In the content marketing strategy, Astral poly Technik on their website covers the news & media section where one can gather information about Astral’s latest press releases and upcoming events.

Another method of content marketing that Astral poly Technik focuses on is publishing promotional videos with Indian actors and stars, resonating with trending memes, sports tie-ups and other types of content on different social media networking sites and channels.

The audience enjoy the content and associate Astral poly Technik with the content that they love to consume. This is also the reason why Astral poly Technik is successful in obtaining relevant traffic on its website.

They never tried to directly sell their brand, but rather they followed the path of indirectly promoting it through engaging and informative content. 

We know you also want to attract and engage your desired target audience without forcing them to make purchases. Well, for that, you’ll need to muster a basic understanding of how to create a holistic content marketing strategy to ultimately convert them into paying customers without insisting they pay.

This ends the elaborative marketing strategy of Astral Poly Technik. Let us conclude our learning below from the marketing strategy of Astral Poly Technik.

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What’s Unique in Astral poly Technik Marketing?

To conclude, Astral poly Technik has a huge customer base and is rightly positioned in the minds of its target market, audience and customers. All thanks to the amazing marketing strategies that Astral poly Technik used be it SEO, SMM, content marketing, mobile app, e-commerce etc.

The company has outperformed its competitors, and the main reason for this is the company’s outstanding marketing efforts in highlighting the brand to its customers.

Check our Online Digital Marketing Course if you want to learn more and improve your marketing 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 Astral Poly Technik 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 Astral Poly Technik check out our IIDE Knowledge portal for more fascinating case studies.

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