Complete Marketing Strategy of Birla Cement – With STP Analysis

Updated on: Jul 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 a previous blog, we learned about the detailed marketing strategy of the Aditya Birla Group. In this blog, we will have a detailed overview of the game-changing marketing strategy of Birla Cement – A global leader in the cement industry.

The motive is to achieve deep insight into Birla Shakti Cement’s groundbreaking marketing strategy and how a newly carved company gained such firm ground in the confined field.

The world is going digital, so the market and companies with excellent digital marketing skills are standing in the front row. If you also want to stand out from the crowd and learn more about digital marketing then you can opt for a short term certification in Digital marketing and get a chance to learn from the experts in the industry.

We are going to do a complete analysis of the marketing strategy of Birla Shakti Cement. Before starting the in-depth assessment of the company, let’s come to know about its commencement and all the talented minds behind its inception.

Digital Marketing Academic Challenge 2024 - DMAC

About Birla Shakti Cement 

Marketing Strategy of Birla Cement

Birla Shakti Cement was established in 1996,  it was carved out of its multi-product parent company Kesoram Industry. The subsidiary of Kesoram industries Birla Shakti Cement manufactures and sells cement across Indian territory.

It was founded by G. D. Birla a legendary Indian industrialist and businessman, a person committed to the cause of the Swadeshi Movement, a close associate of Mahatma Gandhi and a leading philanthropist of India. The cement brand is known for the quality of the product and supply of its product on time to its customers. 

Besides being a leading supplier of cement and aggregates, they also offer consulting, research, trading, engineering and other services to complement their customers’ business needs.

Their headquarters is in Hyderabad – Telangana and they have two production sites located in Karnataka, Sedam as Vasavadatta Cement Unit and Kesoram Cement Unit in Andhra Pradesh, Basantnagar. They have strategically placed the plants near their leased limestone deposits in the states of Andhra Pradesh and Karnataka.

For over 40 years, Birla Shakti Cement has been catering to the regional demands predominantly in Karnataka, Maharashtra, Telangana, Madhya Pradesh, Andhra Pradesh, Chhattisgarh, Goa, Tamil Nadu & Kerala. Presently, they have a combined total installed capacity of 9 million MT.

Quick Stats on Birla Cement
CEO Abhijit Lunkad
Area Served Birla Shakti Cement serves in Karnataka, Maharashtra, Telangana, Madhya Pradesh, Andhra Pradesh, Chhattisgarh, Goa, Tamil Nadu & Kerala
Industry Wholesale building material
Market Share/ Revenue Rs 1454.26 crores
Vision To be the leader in Cement business, by being the preferred choice of our stakeholders for best-in-class cement & energy-efficient solutions.
Tagline Trusted Technology – Solid Strength

Marketing Strategy of Birla Shakti Cement

Now let’s come to know about the marketing strategy of Birla Shakti Cement! And how Birla Shakti Cement carries the marketing campaign etc.

Segmentation, targeting, and positioning are broadly known as STP. STP is a comprehensive framework that tells us about potential consumers.

Segmentation, Targeting, and Positioning


Birla Cement Ltd exists segmented into three broad categories; 1) tier I/II/III cities; 2) public sector/private sector, and 3) customer/builder.


Among these segments, Birla Cement targeted builders and customers in both public and private sectors in all-tier cities.


Birla Cement’s positioning in the market is by delivering strong quality cement and retaining them with a strong brand by promoting superior value services to the targeted customers.

Marketing Campaign 

Birla Cement 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 manufacturing company. 

Birla Cement can use the same marketing techniques as its competitors. 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.

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

Social Media Marketing 

Birla Shakti Cement is occasionally active on social media platforms like Instagram, LinkedIn, and Facebook. 

The company has the maximum number of followers on Facebook than LinkedIn and the least on Instagram. 

The company has 2.08k subscribers on YouTube. 

Followers on social media platforms 

  • Facebook – 9640

Marketing Strategy of Birla Cement- an image of the Facebook page of Birla Shakti cement

  • LinkedIn – 4213 

Marketing Strategy of Birla Cement- an image of the LinkedIn page of the company

  • Instagram – 1340

Marketing Strategy of Birla Cement- an image of the Instagram page of the company

They need to be more active on social media and share posts more often because today people are going digital and so are businesses.

So, to be in competition in this competitive industry the brand needs to work more on its social media handles.

Hey, If you want to be a social media enthusiast then you check out the short-term SEM course offered by IIDE and take your business to the next level. 

SEO Strategy 

Marketing Strategy of Birla Cement- SEO analysis of the company’s website

As SEO ranking suggests, the  Number of organic keywords – below 500 is poor, above 1000 is characterised as good and 10,000+ is characterised as stunning.

As we can see has just crossed the boundary 572 keywords can be characterised as bad.

This shows that the digital marketing of Birla Shakti Cement is not gaining a good number of insights and they need to work on this.

Also, the traffic per month is approximately 3k which is a really poor statistic. Hence, Birla Shakti Cement still needs improvements in its SEO strategies while working hard enough to keep the brand soaring in the Google organic SERP results.

Ecommerce Strategies

Birla Shakti Cement has a website where anyone can have basic knowledge about the company’s work. But, they don’t sell their product on their website. 

Content Marketing Strategies

Birla Shakti Cement has a website where anyone can have basic knowledge about the company’s work. But, they don’t sell their product on their website. 

This ends our elaborative marketing strategy of Birla Cement. Let us conclude our learning below from the marketing strategy of Birla Cement.

Digital Marketing Academic Challenge 2024 - DMAC

What’s Unique in Birla Cement Marketing?

We saw the marketing strategy of Birla Cement. The company has a good market share as it offers great quality cement. It has a good supply change to make the product available to the target customer when needed. 

But the marketing strategy used by the company is not relevant in the current scenario due to which the company is lagging behind its competitors in a few aspects.

Since the surge of the Covid-19 virus in 2020, a good percentage of people are preferring digital mode to buy products and people are ditching the traditional way of buying things to survive in this hybrid world they should have a good digital marketing strategy.

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 Birla Cement 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 Birla Cement check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Birla Cement, and do share your thoughts on this case study marketing strategy of Birla Cement 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]

1 Comment

  1. hamid bilal

    I am working in a cement factory in Pakistan as a sales manager. I want to upgrade my knowledge and understanding of the market. To me, this is the right plate form of learning to improve my skills


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