In our previous blog, we learned in detail about the complete marketing strategy of a brand, Meghmani Organics. In this article, we are going to elaborate on the marketing strategy of Avanti Feeds limited – the largest manufacturer of shrimp feed in India.
The objective is to know in-depth the overview of the company, its marketing strategy, STP, market campaigns, sponsorship, digital presence, social media marketing, SEO strategies, etc.
Marketing plays a fundamental role in a company’s existence that can either make it or break it. As people/customers across the globe go digital, marketing has risen up to the digital realm as well. If you are interested in new-age digital marketing, then you should surely check out IIDE’s Free MasterClass on Digital Marketing 101 by the CEO and Founder, Karan Shah.
We will be comprehensively dealing with the marketing strategy of Avanti feeds in this blog. Before embarking on enclosing the above-mentioned strategy, let’s erudite about the company’s story, target audience and digital presence.
About Avanti Feed Limited – Company Overview
Avanti Feeds is the leading manufacturer of Prawn and Fish feed and Shrimp Processor and Exporter from India. Avanti Feeds grew to become one of the largest integrated fisheries companies in India with interests in Hatcheries, Farms, Aquafeed, and processing.
Avanti feeds were established in 1993 and were founded by renowned industrialist late Sri Alluri Venkateswara Rao. Its headquarters are in Hyderabad, Telangana. Indra Kumar, son of the late Sri Alluri Venkateswara Rao, expanded the empire to new horizons following in the footsteps of his father. The Avanti feeds limited company is committed to “Aiding Sustainability & Reliability to Aquaculture.”
Avanti Feeds is listed on the Indian Stock exchanges and has a Joint venture with Thai Union Group Public Company Limited. The company employs over 5000 employees generating over $500Million in revenue and is a recipient of several reputed awards such as Fortune next 500 companies, Fortune 500 India, and Forbes Asia Best under a billion.
The company is engaged in processing shrimps and IQF as well as packing Pan Frozen. It exports shrimps to the USA, Australia, UK, Japan, etc. Avanti Feeds was presented with the award for Fortune 500 India’s Largest Corporations in December 2020. The company has been featured on this prestigious list since 2015.
|CEO||Indra Kumar (2016 – present)|
|Area Served||Fisheries/ Consumer Staple Products|
|Market Share/ Revenue||4,186 Crore (2019-20)|
|Vision||To be the most trusted leader in the seafood industry.|
|Tagline||Delivering quality seafood products to the world|
Marketing Strategy of Avanti Feeds
Avanti feeds limited doesn’t have any prevailing market strategy as of now. Neither do they have any campaign in progression nor any advertisement is evident. Their social media (digital handles) presence is also negligible.
Segmentation, Targeting, and Positioning
Every company needs to segment its audience. Avanti feeds has segmented its audience into two sections which are mainly vegetarians and non-vegetarians.
Being a food-based subsidiary, its purpose is to deliver quality seafood products to the world hence making the non-vegetarian or protein and health-conscious audience its target customers.
They operate with a coherent supply chain and a farm-to-fork model using a vertically integrated infrastructure of aquaculture farms, feed mills, hatcheries, and processing plants.
Avanti feed is the largest manufacturer of shrimp feed in India. They don’t have any marketing campaigns or advertising campaigns to date. But their Avanti foundation has done many social campaigns to contribute to the environment, education, infrastructure and all.
Avanti foundation participated in much social work. They actively participated in the Swachh Bharat Abhiyan along with many other NEOs for sanitation, cleanliness and many more. They also established a Sujalam Sufalam Jal Abhiyan in 2019 at Sitapura-Asma village for pond excavation which helped many villagers and others.
Avanti foundation has contributed a lot to the education sector. They have constructed many modern classes, labs and equipment for students. Infrastructural contribution to nearly 20 nos. of Government Zila Parsad Primary & High School, Loyola Public School, ABN & PRR College in Kovvur and JKC College in Guntur, Andhra Pradesh, to support and accommodate more scholars.
Avanti foundation has done many medical camps in different rural areas of India. They donate to the Sri Venkateswara Pranadana Trust program which delivers free medical facilities to marginalised families.
Social Media Marketing
Avanti feeds are not active on social media sites. They can only be found on Facebook and LinkedIn.
Facebook: 4,517 people like their page and 4,730 people follow them on Facebook. They last posted on 27 Feb 2020 on the birthday of A Indra Kumar, CEO of Avanti feeds, saying” happy birthday sir”.
And their other posts are related to their achievements and awards which were posted on 29th August 2018, or before that.
Linkedin: Avanti feeds has a LinkedIn following of 2,720 people. They have only posted 2 posts to date. They are not even active on their LinkedIn profile.
Instagram: No account found.
They don’t have any profiles on Instagram to date.
Twitter: No account found.
They don’t have any accounts on Twitter to date.
The SEO strategy of Avanti feeds is not so good. It has overall 198 organic keywords which are not great. The site has organic monthly traffic of around 900 which is also not good. The organic visitors per month on Avanti feed‘s website are also declining. In Sep 2021 it was about 2100 but in Feb 2022 it was reduced to 909 organic visitors.
There are no present influencers or celebrities that Avanti feeds have tied up to.
Avanti feeds don’t have an e-commerce site available online. You can find details about the products (like raw shrimp, and cooked shrimps, Profeed 3M, Prostar, Titan, Manamei, etc ) on their website.
Few of their products like manamei 1 25kg/bag, manamei 3SP 25kg/bag are available on aqua deals site, from there you can place an order. You can also check details about their products on IndiaMART and further contact there.
Content Marketing Strategies
Avanti feeds lack solid content marketing as well. Content is king in all industries, and Avanti feeds lack this marketing strategy. Avanti feeds has posted a little related to their business areas, i.e., imports, exports and also about their foundation on their website but it will be better if they focus on content strategy so that the youngsters go through and acquire knowledge.
This ends our elaborative marketing strategy of Avanti Feeds. Let us conclude our learning below from the marketing strategy of Avanti Feeds.
Conclusion – What’s Unique in Avanti Feeds Marketing?
Avanti Feeds is a leading provider of high-quality shrimp feed, the best technical support to the farmer, and caters to the quality standards of global shrimp customers, but they lack a good market strategy.
They don’t have any recognition-based marketing strategies in implementation. Even in this new world era where everything is now digitized, they don’t have any approach to the digital methods of marketing or advertising.
At present, the business field of such companies lacks such approaches which have led to the smooth movement of it up till now but the implementation of newer and social media-based marketing technology which are more prevalent for the time being could lead to an upward shift in the course of action.
With the increasing importance of digital marketing, learning about the growing field is an important step. If you would like to learn more and develop skills, check out IIDE’s 4 Month Digital Marketing Course to learn more.
We hope this blog on the marketing strategy of Avanti Feeds has given you a good insight into the company’s marketing strategies.
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