Extensive Marketing Strategy of Cochin Shipyard Limited

Updated on: Jun 30, 2023
Marketing Strategy of Cochin Shipyard

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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.

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

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In our previous article, we learned in detail about the marketing strategy of a really fascinating brand, JBF Industries. In this case study, we are going to elaborate on the marketing strategy of Cochin Shipyard- an Indian Shipbuilding and Ship repair Company.

The main objective is to help you gain insights into Cochin Shipyard’s transition from starting as a Shipbuilding Company to becoming one of the most recognized Shipbuilding and Ship repair Companies along with tie-ups with International Companies around the world.

One of the reasons Cochin Shipyard is such a huge company is because of its digital presence influencing many people. We all know how important a company’s digital presence is in today’s world. If you are interested to know more about Digital Marketing, do check out our Free Masterclass on Digital Marketing by the CEO and Founder, Karan Shah.

By the end of this blog, we will learn the overall Marketing Strategy of Cochin Shipyard. Before moving into that, let’s know the Company’s story, digital presence, and target audience.

Digital Marketing Academic Challenge 2024 - DMAC

About Cochin Shipyard Limited – Company Overview

Marketing Strategy of Cochin Shipyard

Cochin Shipyard Ltd was founded in 1972 as a Government of India Company. It is a Shipbuilding facility in India located in Kochi, Kerela, India. The services provided by the Shipyard are Shipbuilding, ship repairs, building platform supply vessels, and double-hulled oil tankers. CSL also gives training in Marine Engineering for graduates. 

The yard facilities in the first phase were completed by 1982. The yard commenced Shipbuilding operations in 1978, Ship repair in 1981, Marine engineering Training in 1983, and Offshore upgradation in 1999. Cochin Shipyard’s succession in securing export orders has been achieved through consistent improvement in productivity and aggressive marketing strategies. The yard started undertaking repairs of all types of vessels including the upgradation of ships in the oil exploration industry as well as periodical layup repairs and life extension of ships of Navy, UTL, Coast Guard, Fisheries, and Port Trust besides merchant fleet. The shipyard has also established tie-ups with select specialist firms from the near-east, far-east, south-east, Europe, and USA for technology transfer and material packages. 

Quick stats of Cochin Shipyard

CEO Shri Madhu S Nair
CMO Anish P Jose
Area served India
Industry Shipbuilding
Market Share/revenue $320 million
Vision To build and repair ships and off-shore structures to international standards and provide value-added quality engineering services.
Tagline The biggest greenfield Shipyard of the Millenium.

Marketing Strategy of Cochin Shipyard

Now let’s learn about the marketing strategy of Cochin Shipyard and how other elements are carried out in the marketing strategy of Cochin Shipyard.

Segmentation, Targeting, and Positioning

The target audience is mainly maritime-related since it’s a Shipbuilding company. The various services Cochin Shipyard provides make most of the maritime-related companies get their services through them. A few of their services include Shipbuilding and Ship repairs.

After Cochin Shipyard identified its consumer segments, they target a particular market depending on various factors like financial return potential, the organization’s technical capabilities, financial resources, competition in this particular target segment, and so on.

Cochin Shipyard has positioned itself by being the first Greenfield and presently the most modern Shipbuilding yard in India. They have always provided the best Shipbuilding services and have always focused on continuous and sustainable improvisation of the infrastructure and quality products.

Marketing Campaigns

On the 2nd of September, PM Narendra Modi commissioned INS Vikrant, India’s first Indigenously built aircraft carrier at Cochin Shipyard Limited. It is the largest ship built in the Maritime history of India with state of art automation features.

Now, Cochin Shipyard is going to install missile systems on INS Vikrant.

 Marketing Strategy of Cochin Shipyard-INS Vikrant

Since Cochin Shipyard is a Government of India Company, it doesn’t have marketing campaigns as they serve and work for the nation. But, for the Company Cochin Shipyard to be recognized by every individual, they can conduct marketing campaigns like spreading awareness for the kind of things they do. Like the achievements and success stories of Cochin Shipyard. 

There are no major marketing campaigns like advertisements done as a part of the marketing strategy of Cochin Shipyard.

Social Media Marketing

Cochin Shipyard Limited can be found on various social media platforms such as Facebook, Instagram, Twitter, and LinkedIn. They have the most number of followers on Facebook, followed by LinkedIn, Twitter, and Instagram. Facebook has followers in the range of 23k and LinkedIn with almost 8k followers. Their posts are mainly promotional, events that take place there, and informative.

SEO Strategies

Marketing Strategy of Cochin Shipyard-SEO

Here, we can see that the organic keywords are 13,366 which is amazing. The scale goes like this – below 500 is bad, above 1000 is good, and 10,000+ is amazing. The Organic monthly traffic is 69,072 which is also an excellent amount of visits. 

This explains that the SEO Strategy of Cochin Shipyard is quite Brilliant and is working pretty hard to rank No. 1 in the SERP Google results. Making it a very effective marketing strategy of Cochin Shipyard.

Influencer Marketing

Since Cochin Shipyard is a Government of India Company, the influence majorly happens through the success stories of this Company. Cochin Shipyard has tie-ups with select specialist firms from the near-east, far-east, south-east, Europe, and USA for technology transfer and material packages. 

Like, INS Vikrant- India’s largest Warship built by Cochin Shipyard which leaves a huge impact.

E-commerce Strategies

Regarding Cochin Shipyard’s e-commerce strategies, they have a website from where one can learn about all of their services, achievements, history, investors, start-ups, and many more. You can apply to their career programs as well on the website. This can be considered a good marketing strategy of Cochin Shipyard attracting and impacting many people.

Mobile Apps

Cochin Shipyard does not have any official mobile application.

Content Marketing Strategies 

Cochin Shipyard’s vision is to Emerge as an internationally preferred shipyard to construct world-class Merchant and Naval ships, offshore vessels, and structures. Be the market leader in India for ship repairs, including conversions and up-gradation. To be admired for their achievements, respected for their ethics, and trusted for their service excellence by valued customers.

Cochin Shipyard has various content released on its website like house magazines, Hindi magazines, news, press updates, etc. This helps in creating awareness amongst people about what is happening in the organization and also influences many. This can be said as a good form of the marketing strategy of Cochin Shipyard impacting people.

Cochin Shipyard’s mission is to build and repair ships and off-shore structures to international standards and provide value-added quality engineering services. Sustain corporate growth in the competitive environment. To adopt and undertake practices towards becoming a responsible corporate citizen. 

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion- What’s unique in the marketing strategy of Cochin Shipyard Limited?

To conclude, we’ve seen that Cochin Shipyard has had a very prominent impact on our country. It has helped our economy grow with its achievements. The uniqueness of Cochin Shipyard is what makes it known to everyone and has lesser competition in the country.

The Company’s SEO Strategy is excellent but it lacks on few other marketing strategies as much.   

We all know how important Digital Presence is in today’s generation. It has taken a drastic change since the pandemic happened with a lot of businesses taking place online. Marketing is an important function of any company’s existence and in the current scenario, the field is rapidly digitizing. 

With the increasing importance of digital marketing, learning about the growing field is an important step. If you would like to develop your skills in Digital Marketing check out IIDE’s 4 Month Digital Marketing Course to learn more.

We hope this blog on Cochin Shipyard has given you a good insight in regard to the company.

If you like such in-depth analysis of companies, just like how we learned about the marketing strategy of Cochin Shipyard, Check out our IIDE Knowledge portal for more such insightful case studies.

Thank you for taking out the time to read this blog. Let us know your perspective on this case study, Marketing Strategy of Cochin Shipyard Limited 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]


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