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Comprehensive Marketing Strategy of Bouygues with STP Analysis

by | Case Studies | 0 comments

In the previous blog, we discussed the SWOT analysis of Bouygues. In this blog, we are going to comprehend in depth the marketing strategy of Bouygues – a French leader in Construction and services.

Bouygues is one of the leading French companies operating in different sectors mainly Construction media and telecom.

The vision of Bouygues can be framed in 4 words: “Make progress become a reality.” Bouygues is determined to deliver bespoke services with real benefits and to build a sustainable environment. Bouygues Industries has had persistent growth over the past years.

So, as you can see, the world is fully online now, and marketing is the rib of every industry. If you are interested in marketing, check out our Free Masterclass on Digital Marketing by the CEO and founder of IIDE, Karan Shah.

We will learn the entire marketing strategy of Bouygues Industries by the end of this blog. Before diving deep into it, let’s begin with the company’s story, target audience, and digital presence.

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About Bouygues Industries 

Bouygues is a French mobile communication company that gives services within the overseas department of France with head office located at 32 Avenue Hoche in the 8th arrondissement of Paris.

Bouygues was founded as a company in 1952 with the purpose of its founder Francis Bouygues starting a road construction service. Slowly Bouygues started dealing in television media and telecommunications services.

Bouygues telecom operates services in Belgium and MVNO in some communes of the Brussels Region and some regions of Luxembourg. Bouygues customers are 21.9 million in metropolitan cities and 6.35 million households customers are enjoying Bouygues’s high-speed internet access.

Quick Stats on Bouygues
CEO Francis Bouygues
CMO Emmanuel Micol
Area Served Worldwide
Industry Construction & Telecommunication
Market Share/ Revenue $44.537 billion
Vision To serve customers’ needs and build the best solutions in partnership with them, using creativity and innovation.
Tagline We are made to be together

 

Marketing Strategy of Bouygues

Let’s take a look at Bouygues Industries’ marketing plan. And how Bouygues carries out marketing campaigns etc.

Segmentation, Targeting and Positioning

Market segmentation is the process of dividing a market into distinct groups of consumers with similar needs or desires. Businesses use segmentation to target specific groups of consumers with tailored products or services. 

Bouygues decides to segment the overall market into smaller segments and groups with similar attributes, buying behaviour, socio-economic background, etc. This is done to persuade the group of consumers more efficiently and effectively.

As we know, the targeting phase in the marketing strategy of any company plays an exceptional role as it is a practical approach to achieving the firm’s goal efficiently.  Bouygues targets both business and consumer markets. For businesses, the company offers a range of construction, telecommunications, and media services. For consumers, it offers a wide range of products and services in the telecom, media, and construction sectors.

Positioning is all about positioning the company’s brand in the market with other competitors. “ Bouygues is well-positioned for 2022. In addition to its aspiring CSR strategy and positioning in fast-growing markets, the Group enjoys diversified business activities, margin improvement plans and recurring cash generation.


Marketing Campaigns

Marekting strategy of Bouygues - Campaign 1

Bouygues Telecom delivered a campaign to enthral people while they were enjoying their favourite online activities. Given the accelerating popularity of longer videos on Facebook, Bouygues Telecom decided to use two in-stream video ad options — one delivering non-skippable video ads, the other delivering skippable ads. The target market included IT enthusiasts and current customers in France between the ages of 18 and 65.

In terms of ad recall, Bouygues Telecom’s choice to broadcast skippable advertising paid off. The campaign, which took place from February 10 to 22, 2021, accomplished:

  • When compared to non-skippable in-stream advertising, there is a 2X increase in incremental ad recall.
  • The average completion rate for skippable in-stream commercials was 70%

Marekting strategy of Bouygues - Campaign 2

Bouygues Telecom launched its first advertising campaign under the company’s new brand tagline, ‘On est fait pour être ensemble’ (‘We are made to be together). A TV commercial on the subject of friendship is the centrepiece of the brand awareness campaign, which also includes billboards, press, movies and web creatives.

The highlighted message behind the new tagline is the ambition to help customers build human relationships in the digital age. This campaign is also dedicated to promoting digital inclusion and fighting social isolation.

Marekting strategy of Bouygues - Campaign 3

Bouygues telecom Bbox sensation fibre campaign was launched in July 2020 and offers a fibre-optic Internet connection to the users. The Bbox Sensation is an “all-in-one” box where the modem is integrated into the TV Sensation decoder. It was a successful campaign which accelerated customer engagement. The campaign targeted a national audience with a view to increasing sales. 


Social Media Marketing

Bouygues is intensively active on social media platforms Facebook, Instagram, Twitter, and LinkedIn. Social media marketing has undoubtedly transformed Bouygues’ marketing strategy. Their Facebook marketing campaign for brand awareness was a successful move and it increased their brand awareness by 4.5%.

Facebook handle  – Their Facebook account has around 900K followers which are huge and reflects that the highly used platform for advertising and engagement is Facebook. 

Instagram handle – Around 296K people follow their Instagram account. 
Twitter handle – Around 175K people follow Bouygue’s Twitter account.

They use Twitter for news, updates and engaging with an audience. Their Social media strategy is outstanding as they capture a huge audience on social media platforms. 

SEO Strategies

Marekting strategy of Bouygues - SEO

As per SEO ranking the average organic keywords should range somewhere above 1000 as in simple terms it is considered a good website, below that it is believed there’s no work done on the website. Here the range is close to 10000 which shows its an outstanding leading website. 

Moving onto organic monthly traffic the range should be somewhere above 5000, here it’s more than 5 Lakh which shows the website is doing stupendous performance and so the organic monthly traffic is in a good range which is considered to be above 25000. 

Considering the domain authority score as per the ubersuggest data is above 50 which is good DA. An average score lies between 40-50 but Bouygues is clearly having an exceptional SEO strategy which is essential for any business. 


Influencer Marketing 

Marekting strategy of Bouygues - Influencer

On June 10, 2021, Bouygues telecom launched a multi-sport sponsorship scheme, supported by Act For Sport, the sponsorship arm of the Centrale du Sport. They launched this campaign keeping in light of bringing collective values to life every day, both in life and on the pitch.

Bouygues Telecom has successfully built a societal image by sponsoring schemes in amateur sports. 


Ecommerce Strategies

Marekting strategy of Bouygues - E-com

Moving forward to e-commerce strategies, Bouygues has a well-structured website for all telecom services on one platform. They offer huge discounts on products and services. They also have different payment options for customers. 

Some of the services offered by Bouygues are:

  • Telephone
  • Mobile Phones
  • Internet Service 
  • Smart TV
  • 5G services


Mobile Apps

Marekting strategy of Bouygues - Mobile APp

Bouygues Telecom has designed its app in such a way that it is practical, faster, simpler and more personalised. Customers can see their details, dedicated offers and subscriptions, usage data, invoices and direct access to the customer service department.


Content Marketing Strategies

Bouygues Telecom has an incredible content marketing strategy that engages its audience on a variety of levels.

For example, they produce short video clips that show the company’s products in use, as well as tips and tricks for getting the most out of your phone. They also produce articles on a variety of topics, ranging from how to choose the right phone plan to the latest news in the telecom industry.

What’s more, Bouygues Telecom is always looking for ways to improve its content marketing strategy. For instance, they recently launched a new series of video clips called “Bouygues in Action.” This series showcases the company’s products and services in a variety of real-world scenarios.

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

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What’s Unique in Bouygues Marketing?

In the marketing strategy of Bouygues, we have discussed a few ways in which Bouygues is gaining popularity and increasing its customer base through digital marketing. 

Its website is one of the 50 most visited websites in the country, ranking 3rd for mobile traffic and 4th for desktop traffic. By capitalising on the various digital marketing strategies mentioned above, BOUYGUES is able to increase its online presence and increase its market share. For example, investing in search engine marketing can increase the number of people that come to your website by making it more visible to the users.

Research has shown that digital marketing is the only way for a company to gain popularity.

If you want to learn about digital marketing, check our Online Digital Marketing Course if you want to learn more and improve your marketing 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 Bouygues 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 Bouygues check out our IIDE Knowledge portal for more fascinating case studies.

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

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]

Aditya Shastri

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