Extensive Marketing Strategy Of BEML – In-Depth Analysis

Updated on: Feb 10, 2023
Marketing Strategy of Beml - Featured Image

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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 Harvard Business Review helped the students from this course present this analysis.

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In our previous article, we learnt in detail about the marketing strategy of a fascinating brand, Northrop Grumman. In this article, we will elaborate on the marketing strategy of BEML – one of India’s leading heavy equipment manufacturers.

The objective is to learn and understand how BEML went from a newly established company to Aisa’s second-largest manufacturer of Earth-moving equipment.

Marketing nowadays has become like a backbone of a company without which it is impossible for a company to grow and sustain itself in this competitive world. If you are interested in new-age digital marketing, then you should definitely check out IIDE’s Free Masterclass on Digital Marketing by our CEO and Founder, Karan Shah.

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About BEML – Company Overview

Marketing Strategy of Beml - Beml logo

Bharat Earth Movers Limited(BEML) is an Indian Public Sector Undertaking which was established on 11th May 1964 with the help of the Soviet Union. It has its headquarters situated in Bengaluru. 

It was wholly operated by India’s Ministry of Defense and is Asia’s second-largest manufacturer of Earth-moving equipment. Kolar Gold Fields, Bengaluru, Mysore, and Palakkad are where BEML’s manufacturing facilities are located.

For the mining, construction, power, irrigation, fertiliser, cement, steel, and rail industries, BEML produces a wide variety of goods. Bulldozers, dump trucks, hydraulic excavators, wheel loaders, rope shovels, walking draglines, motor graders, and scrapers are among its earthmoving tools.

For uses in underground mining, BEML has also recently launched road headers and sliding discharge Loaders. Integral rail coaches, electric multiple units, rail buses, track-laying machinery, and overhead equipment inspection cars are among their railroad-related items. 

Additionally, it produces hydraulic aggregates and heavy-duty trailers and trucks for the transportation industry.

Quick Stats on BEML
CEO Amit Banerjee(MD)
Area Served Worldwide 
Industry Heavy equipment, Railway Vehicles, Defense
Market Share/ Revenue 3557 Crores
Vision Become a market leader, as a diversified Company, supplying quality products and services
to sectors such as Mining & Construction, Rail & Metro, Defence & Aerospace
and to emerge as a prominent international player.
Tagline New Frontiers, New Dreams


Marketing Strategy of BEML

Let us have a look at the fantastic marketing strategies of BEML. We will look into its marketing campaigns, SEO strategies, etc.

Segmentation, Targeting, Positioning

Consumers in the heavy machinery industry vary in their needs, wants, demands, resources, locations, access to technology, cultural differences, buying attitudes, and end-use of the products and services. 

Market segmentation is one of the processes through which BEML decides to segment the overall market into smaller segments and groups that have similar attributes, buying behaviour, socio-economic background, etc. 

This helps them to reach out to the group of target consumers more efficiently and effectively. 

They also use different types of segmentation like Geographic Segmentation, Demographic Segmentation, Behavioural Segmentation, Psychographic Segmentation and Cross Market Segmentation.

After identifying the various consumer segments within the marketplace, BEML needs to target a specific market. The choice of the target market is dependent on some critical factors –

  • Regulatory and other entry barriers – BEML should analyse that are there any regulatory or technological barriers that it can face if it decides to enter the market.
  • Segment structural attractiveness – They should also look that if they have the core infrastructure that is needed to market successfully to the target market.
  • Competition in the target segment – What is the level of competition in the target segment should also be one of the many questions that BEML should have answered. If the competition is fierce then there are fewer chances of sustainable margins in long term.
  • They should also have the technical capabilities to cater to a specific consumer segment in the heavy machinery industry.
  • Lastly, the organization should know their strengths and weaknesses to market successfully to the target market.

Marketing Campaign of BEML

BEML has launched a special campaign 2.0 that focuses on Swachhata. Field/outstation offices receive special attention, as does the execution of initiatives like cleanliness drives and the disposal of scrap materials.

Marketing Strategy of BEML - Marketing Campaign

In addition to replacing outdated furniture, identifying scrap and disposing of it, and implementing document management through an e-portal, BEML identified the locations and areas that needed cleaning. Also recognised and disposed of was e-wastes from various offices.

The campaign found a significant amount of scrap for disposal. The area freed up from scrap and rubbish disposal is used for a variety of things, including parking, office setup, storage, and plantation, creating wide and roomy passageways, among other things.

In addition to this, BEML has also started cleaning up common areas like parks, bus stops, and other public spaces around its offices.

A cleaner workspace and easier living were the results of Special Campaign 2.0, which emphasised the significance of prompt reference disposal.

Social Media Marketing

BEML has only its website which is active and has things listed on it. It also has a Linkedin profile but it has no information listed on it. Other than this it does not have any Social Media Accounts.

As the entire world is going digital, BEML should also have active social media accounts too. It will not only help them to know about the market well but also help them to stand ahead of the crowd. More people will get to know about their company which will understand and attract the target Customers.

SEO Strategies 

Marketing strategy of Beml - SEO Strategies

SEO is an important aspect of digital marketing. In SEO, the number of keywords below 500 is considered to be bad, 1000 is considered satisfactory, and 10,000+ is considered to be very good. BEML has around 8,000 keywords, which are deemed satisfactory.

Also, it has organic monthly traffic of around 50,000 which is again satisfactory. But it has a lot of scopes to improve its SEO strategies to get very good results in the future.

Influencer Marketing

Influencer marketing is a form of marketing in which brands collaborate with individuals who have a large following on social media platforms such as Instagram, TikTok, and YouTube. The idea behind influencer marketing is that these individuals have built a relationship of trust with their followers and can therefore influence the purchasing decisions of their followers. Influencer marketing can be used to promote a wide range of products and services, from fashion and beauty to technology and gaming.

The influencer is usually paid a fee or given a product or service in exchange for promoting the brand on their social media channels. But we see that BEML has not done any influencer marketing. But it will be beneficial if it does so. Influencer marketing leads to increased brand awareness, conversions, return on investment, credibility, etc.

E-commerce Strategies

E-commerce strategies refer to the plans and actions a business takes to sell its products or services online. Successful e-commerce strategies require a thorough understanding of the target audience, the competitive landscape, and the company’s own strengths and weaknesses. A common e-commerce strategy is to offer a user-friendly and aesthetically pleasing website with a streamlined checkout process.

Another effective strategy is to implement various marketing tactics such as search engine optimization (SEO), social media advertising, and email marketing to drive traffic to the website. As BEML is a public company that deals in heavy-earth vehicles and defence vehicles, it does not sell its vehicles online. But you can go to their website and can register yourself in the Online Vendor and Online Contractor registration.

Mobile Apps

The major manufacturer of mining and construction equipment, rail and metro coaches, and defence equipment in India, BEML INDIA LIMITED, provides a smartphone application that enables privileged Customers to communicate with BEML anytime they choose.

Quick after-sales service support for the equipment delivered to its respected Customers will be made possible by “BEML CARES,” an official APP from BEML Ltd.

With the use of this APP, customers will be able to submit and follow up on service requests at any time and from any location until they are fully satisfied.

The company has a mobile app for its after-sales services called “BEML Care”. You can lodge your complaints if you have any, related to the vehicles they sold to you on this app.

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. Content marketing strategies are designed to help businesses achieve their goals through the creation and distribution of educational and informative content that is relevant to their target audience. Some common content marketing tactics include blog posts, infographics, videos, ebooks, case studies, and webinars.

BEML has its Annual Report which comes out Annually and they also have their BEML Journal in which they provide information in the form of a news bulletin or articles covering all the events that occurred in that time period, giving everyone a little insight about BEML.

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Conclusion  – What’s Special in BEML’s Marketing?

BEML has carried out marketing campaigns. But looking at the growing importance of digital marketing and seeing that various companies in that field are evolving, BEML stands aloof. 

Looking at the current world scenario, there are a lot of countries that do not or are not able to make their own rail, defence, or heavy earth vehicles due to either a paucity of funds or a lack of skilled labour, but they require it for their development. 

Here, BEML can step in and provide them with the required vehicles. But this is only going to be possible if the buyers know about BEML and how well their vehicles are doing. Here comes the importance of digital marketing to feed the customer’s mind about BEML.

Speaking of the company’s SEO strategies, they are excellent. SEO is an important part of digital marketing.  Since the pandemic, digital marketing has grown immensely. Today, every company requires digital marketers. To excel in digital marketing, check out IIDE’s Online Digital Marketing Course.

We hope that this blog has given you good knowledge about the marketing strategies of BEML. 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.

Thank you for taking the time to read this blog. We hope you enjoyed reading it. Feel free to express your thoughts in the comment section below. Happy Reading!

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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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