Detailed Marketing Strategy of Bharat Dynamics

Updated on: Jul 13, 2022

  Hey there!

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.

Building on this practical approach, we are now introducing a new dimension for our online digital marketing course learners - the Campus Immersion Experience.

If you find this case study helpful, consider leaving a comment below.

Last time we discussed the SWOT analysis of Apar Industries which is one of the largest and most renowned manufacturers of conductors, cables, oil and lubricants. This time let’s study the in-depth Marketing Strategy of Bharat Dynamics. 

Bharat Dynamics, founded in 1970, is the leading manufacturer of defensive products. The company manufactures guided weapon systems and a pool of engineers drawn from Indian Ordnance Factories, DRDO and aerospace industries.

As we know that behind every business’s success there is a huge contribution of marketing efforts. Marketing has evolved with time and today we are in an age of digital marketing which helps organisations with their marketing efforts using different mediums. If you are interested in understanding digital marketing in detail – check out our Free MasterClass on Digital Marketing 101 by the CEO.

Before we begin with the Marketing Strategy of Bharat Dynamics, let’s know more about the company, the products and services they offer, their financial status and its competitors.

Digital Marketing Academic Challenge 2024 - DMAC

About Bharat Dynamics – Company Overview

Bharat Dynamics was begun by producing a base for guided missile systems and allied equipment for the Indian Armed Forces under the Ministry of Defence, Government of India. Since its inception, Bharat Dynamics has been working in collaboration with DRDO & foreign Original Equipment Manufacturers (OEMs) for the manufacture and supply of various missiles and allied equipment to the Indian Armed Forces. 

Bharat Dynamics has three manufacturing units, located at Kanchanbagh, Hyderabad, Telangana; Bhanur, Medak district, Telangana and Visakhapatnam, Andhra Pradesh. As a part of its growth plan, Bharat Dynamics is placing up one unit at Amravati in Maharashtra to cater to the growing needs of the Armed Forces.

Quick Stats on Bharat Dynamics
CEO Commodore Siddharth Mishra
Area Served India
Industry Air force products
Market Share/ Revenue 803.91Cr
Vision Guided Missiles, Underwater Weapons & Air-borne products
Tagline The force behind peace


Marketing Strategy of Bharat Dynamics

Segmentation, Targeting, and Positioning

Bharat Dynamics Limited is one of India’s leading in the area of complete solution providers for the Indian Armed Forces and the last 60+ years they have been creating high-quality defensive products benefiting the development of a home market defence industry. The company has 4 manufacturing plants across India precisely producing defensive products that can easily cater to the growing needs of the Armed Forces.

Target is to be a world-class enterprise producing international standard quality products for the Defence industry.

To establish itself as a leading manufacturer in the aerospace & underwater weapons industry and emerge as a world-class sophisticated, State-of-the-art, global enterprise, providing solutions to the security system needs of the country.

Marketing Campaigns 

Bharat Dynamics does not have a great online presence even though they haven’t conducted any kind of campaign. They don’t conduct any kind of advertisement campaign to promote their company. Their posts on social media platforms are mainly related to air force products.

Bharat Dynamics can use the same marketing techniques as its competitors are using. The marketing campaign which they can follow from their competitors is advertising on television, launching an advertisement in newspapers, launching a short corporate film, and other marketing ideas.

Bharat Dynamics can launch such advertisements and other media campaigns to increase its presence in India and other foreign countries.

Social Media Marketing

  • Facebook: Bharat Dynamics Limited Organisation
    • Followers: 1,848 people follow 
  • Instagram: NA
  • LinkedIn: Bharat Dynamics Limited
    • Followers: 3,735
  • Twitter: bharat_dynamics
    • Followers: 1,017

Bharat dynamics is on Twitter, Facebook, and LinkedIn among several other social media platforms. Linkedin has the most followers, followed by Facebook and then Twitter. The articles are mainly promotional and informative. 

SEO Strategies

Marketing Strategy of Bharat Dynamics

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 see that Bharat Dynamic has 13798 organic keywords and it’s considered as good. That means the digital marketing of Bharat dynamics is gaining a good number of insights. 

Also, the traffic per month is around 85K+ which is known as average. Hence, Bharat Dynamics still needs improvements in its SEO strategies while working hard enough to keep the brand soaring in the Google organic SERP results.

Influencer Marketing

Bharat Dynamics does not use any kind of influencers or brand ambassadors. Bharat Dynamics should influence its customers by getting some famous personalities on board to promote their services. 

Ecommerce Strategies

They didn’t apply any particular strategies because this company is about force, Air Defence Systems Air to Air Missiles etc. This product is not used for day-to-day purposes or for a normal person.

Mobile Apps

There is no mobile application available for Bharat dynamics limited company.

Content Marketing Strategies:

They posted related to the event held in the organisation. These pictures and details are provided on social media such as Facebook and also on LinkedIn. Their blogs are about their company and about launched product details. 

This ends our elaborative marketing strategy of Bharat Dynamics. Let us conclude our learning below from the marketing strategy of Bharat Dynamics.

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion – What’s Unique in Bharat Dynamics Marketing? 

One of their highlighting strengths is that they can cater to various customer segments with their product range; however, they are suffering from the fact that they must incur significant costs in establishing a new supply chain and logistics network due to the declining importance of traditional networks, as well as steps to reduce personnel turnover.

Defence and weapons is a highly competitive business with several well-known manufacturers. As the digital space is experiencing a boom in today’s world, a company needs to do better digital marketing. 

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

Thank you for taking the time to read the marketing strategy of Bharat Dynamics, and do share your thoughts on this case study marketing strategy of Bharat Dynamics in the comments section below.

Share post via

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]


Submit a Comment

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Related Posts