Precise Marketing Strategy of BASF – With Company overview & Campaigns

Updated on: Nov 6, 2022
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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.

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In our previous article, we learned the marketing strategy of Sumitomo Chemicals. In this article are going to discuss the marketing strategy of BASF. 

As we know digital marketing is growing tremendously around the world making people used to it. This makes it important for brands to be digitally sound to attract their audience. But for that, you need to have useful digital marketing skills.

To get an idea about these skills you can watch a Free Masterclass on Digital Marketing by the CEO, Founder of IIDE Karan Shah himself.

Without further ado, let’s begin with the marketing strategy of BASF.

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About BASF –

marketing strategy of BASF - logo

Source – Wikimedia Commons

BASF (Baden Aniline and Soda Factory) is a chemical company founded in 1865 and headquartered in Ludwigshafen (Germany). Initially, BASF’s primary focus was to produce street lighting and chemicals.

However, the company used the by-product, Tar, to make dyes and chemicals. Currently, the company deals in a range of products including chemicals, dyes, paints and pigments, pharmaceuticals, agricultural products, personal care products, etc.

The company gradually became the world’s largest producer of industrial chemicals with more than 350 production plants. The company’s operations and sales are spread across 80 countries.

BASF India is known for its chemistry, it is known for its chemicals, plastics, performance products and crop protection products for oil and gas.

They are a leading global chemical company in India and believe in developing innovative solutions for customers worldwide. Their employees have passion and drive, and they lead because of it.

At the end of the 2015 fiscal year, BASF reported annual revenue of 70.4 billion euros. The company currently employs more than 122,000 people worldwide.

This article was researched and created by the content and research team. It has been reviewed and published by the MBA Skool team. The content on MBA Skool has been created for educational and academic purposes only.

View the marketing strategy and 4P analysis of more brands similar to BASF. The Marketing Strategy and Mix section covers the 4Ps and 7Ps of more than 800 brands in 2 categories.

Quick stats – 

CEO Martin BrudermĂŒller
Area served More than 80 countries
Industry Chemicals
Revenue 7,860 crores EUR (2021)
Vision We do so by creating chemistry for our customers and society and by making the best use of available resources.
Tagline We Create Chemistry.


Marketing strategy of Basf – 

Let us proceed towards the marketing strategy of BASF by knowing about its STP Analysis.

Segmentation, Targeting and Positioning 

Segmentation –  BASF has segmented its products into 6 segments – 

  • Chemicals
  •  Materials
  •  Industrial Solutions 
  • Surface Technologies 
  • Nutrition & Care
  • Agricultural Solutions

Targeting – BASF mainly targets the major global customers and SMEs (small and medium-sized enterprises) to end consumers.

Positioning – BASF has positioned itself as one of the leading companies in the chemical sector in the world.

Marketing campaigns

BASF master builders sustainability campaign wins gold and silver awards.

1. The Sustainability Camapaign

The sustainability campaign “quantified sustainable benefits” of BASF’s Master Builders solution for the application of environmentally efficient building materials won the gold award at the Deutscher Preis fur online communication 2018 in the microsite category, as well as the silver award for best content marketing.

2018 in the categories “B2B Crossmedia” and “B2B Microsite”. ecologically effective construction solutions were used.

2. Engineering Campaign

This campaign revolves around the increasing number of cars on Indian roads and the increasing level of harmful emissions in the environment.

The idea of ​​living in a greener environment inspired a diverse group of professional experts. A team of specialist electrical, mechanical and process engineers and a business manager came together to build a catalytic converter that protects the air we breathe from harmful substances and gases.

There were many obstacles, but it was managed through intensive planning.

3. Innovate with us

It emphasizes finding solutions to global challenges that we face every day and that require thinking “out of the box”. It is a sustainable effort for the future.

This deals with ongoing challenges. They need experts from different backgrounds to join the cause and innovate with them.

It was an invitation for experts from another field to join them, which was quite successful.

Social media marketing 

  • Instagram – 52.5K followers
  • Facebook – 494K followers
  • LinkedIn – 1.9M followers
  • Twitter – 87.1K followers

BASF is most followed on LinkedIn. They mostly post about what they do.

SEO Strategy 

marketing strategy of BASF - ubersuggest seo screenshot

Source – Ubersuggest

According to SEO rankings, the number of keywords – below 500 is bad, above 1000 is good and 10000+ is awesome.

As we can see, has 201,149 organic keywords and is considered out of the league. Therefore, BASF India’s digital marketing is gaining an unexpected amount of insights.

Furthermore, the organic traffic per month is 504,785 which is again very amazing. 

Influencer Marketing 

As of now, BASF does not use any kind of influencer marketing. but it can use this type of making to spread awareness about sustainability within the audience.

Ecommerce Marketing 

BASF has its webshop that provides an overview of the BASF portfolio that can be tailored to you. In addition, features such as an order template make it easy and quick to place an order.

Order Information: WorldAccount provides information on the status of each order placed with BASF and also provides an overview of historical orders and invoices.

Mobile App

BASF has multiple mobile apps available on the play store – 

  • BASF AgGenie 
  • BASF AgShop
  • BASF D’litE3-X
  • BASF News 
  • BASF Sprayfoam
  • BASF Agro Adviser
  • BASF -Demoplot
  • BASF Gastronomie 
  • BASF AP to GO
  • BASF Coatings – Messenger

Content Marketing 

Along with social media, BASF also engages with their audience through various types of blogs and articles on their website.

So this brings us to the end of the marketing strategy of the BASF case study. Let’s proceed to the conclusion.

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Conclusion – What’s unique about the marketing strategy of BASF?

BASF has transferred the jointly created research results to the development and marketing of innovative product candidates. These development efforts have since led to the successful launch of one product.

Basf is overall the best company among others. Will it be in terms of service, products and quality? The brand did not think about the production of chemicals, but also pesticides, and fertilisers.

Over the years, Basf has seen tremendous progress in the area of ​​innovation in the development of new chemicals. Marketing strategy and skills are reaching millions of viewers and the demand is growing.

As seen above marketing strategy of BASF is pretty good. Let it be their social media, SEO strategy or mobile app they are working really well and the results are seen.

If you also want to make such an amazing marketing strategy for your company digital marketing is something that you should be aware of how to use. 

So for your help, we have 2 digital marketing courses one is the Online Digital Marketing Courses and one is MBA in Digital marketing course. You can go through and choose any according to your need.

If you want to keep reading such marketing strategies you can read them on IIDE Knowledge Portal.

Thank you for reading this case study on the marketing strategy of BASF. hope you liked it. Do share your thoughts in the comments.


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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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