In our previous article, we learnt in detail about the marketing strategy of a really fascinating brand, Dove. In this article, we are going to elaborate on the marketing strategy of Conch – China’s leading Cement manufacturer and seller.
The objective is to help you gain insights into Conch’s transition from being a local manufacturer and seller to becoming one of the most recognized and respected brands.
Marketing is a part of a company’s DNA that can either make it or break it. As users across the world go digital, marketing has followed them to the digital realm as well. If you are interested in new-age digital marketing, then you should definitely check out IIDE’s Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.
We will fully cover our marketing strategy of Conch in this blog. Before we begin our deep dive, let us start by learning the company’s story, target audience and digital presence.
Conch – Overview
Conch Cement Co. ltd was founded on September 1, 1997. Conch Cement is mainly engaged in the manufacture and sales of Cement and also selling clinker products. Its Headquarters are in Wuhu city of China. The company products include various products like ordinary Portland Cement, Slag Portland cement, and Composite Portland.
Cement, Sulfate resistance cement, non-magnetic cement, white portland cement, cement clinker, and Highway portland cement. They cover a wide range of products and thus are considered a remarkable cement company.
After so many years of hustle and effort, the company started to get recognised and its production capacity continued to grow. The technology they used and equipment, and materials continue to increase, and their area too expanded. They showed much growth in very little time
Today, Conch cement co. has become a source of the best cement all over China covering Eastern China, Central China, western China and now Overseas.
The company has contributed to various large projects by serving its High-quality products. The company has built a large-scale clinker base, showing its remarkable contribution and growth. Other countries have started importing the Best cement. Thus, the Conch has earned a reputation as “Worlds Cement sees China, China Cement sees Conch”.
Conch Cement is ranked 367 on the Fortune Global 500 list of 2020, with operating revenue of 33.916 billion, and up 74 spots from the previous year.
|CEO||Qun Feng Li.|
|CMO||Xiao Ming Wu.|
|Area Served||The People’s Republic of China, and worldwide|
|Industry||Cement production and sales.|
|Market Share/ Revenue||$26B|
Marketing Strategy of Conch
Segmentation, Targeting and Positioning
Conch has a large market. Initially, the company used to sell in regions of China. other countries also approached Conch for their products, By serving and gaining tremendous growth, Now Conch shells and exports worldwide.
The company product portfolio is as follows:
- Portland Cement,
- Slag Portland cement,
- Composite Portland
- Sulfate resistance cement,
- non-magnetic cement,
- white portland cement,
- cement clinker, and
- Highway portland cement.
Conch cement has a geographical segment including Western China, Eastern China, Southern China, and Central China.
After the segmentation, Conch Cement needs to have a specific target market. Targeting totally depends upon the company’s vision and mission, strengths and weaknesses. It also depends on Competiton, Marketing capabilities and operational skills of the industry to target a particular segment of the market.
Conch has recently targeted many countries to be their only option for providing the best cement. Also, their recent Aim is to “Create a future living space for Mankind”, covering many countries as a target and also to help them with their products. They want to be the Ultimate backbone for Modern Development.
Conch is positioned as the World’s Best Cement Industry. China’s Conch is a well-known brand for Cement. Conch product Applications can be in the form of building, construction work of bridges, and other projects.
In order to fulfil customer expectations and also guarantee valuable customers, Conch cement has come up with the initiative of building a first-class Concrete Laboratory, to improve the performance of cement, in order to meet customer requirements. Thus by such efforts by Conch cement, they have gained importance globally and become a trusted brand. They are serving their services and have obtained import licences for various countries and regions
Conch Cement doesn’t have any Marketing Campaigns.
Marketing Campaigns are the best way to promote and create brand awareness. Marketing campaigns properly reach their customers and their clients. They are a game-changing move for the business. There are very rare chances that your marketing campaign fails, but if it went successfully, it can bring the company/Brand with the Boom in the market.
Coming up with the best marketing campaign which can touch the customers can be better than a single advertisement. A marketing campaign needs a lot of creativity and hard work to go. Thus conch should also come up with the best Marketing Campaign in order to reach more customers and should promote its brand.
Conch is a highly recognisable brand that has recently won many awards, and also has a good market share. Coming up with a marketing campaign can make Conch even a very good place with many potential customers.
Social Media Marketing
Conch is not active on many social platforms, Conch has a profile on LinkedIn with 1664 followers. Social media nowadays plays a crucial role in advertising and promoting products. It helps to prepare a solid market base for the company. Every individual is active on one or on other social platforms. Conch needs to create a business profile on social media to gain more Recognition and to achieve long customer interest by staying active on various platforms.
LinkedIn: 1664 followers.
Instagram: Conch has no presence on the social media platform- Instagram.
On Facebook, Conch doesn’t have a page by Conch Cement. But its competitor China’s cement Association has 5247 followers on Facebook.
It is said that more website traffic generates more potential customers. Here Conch is seen to have no traffic to its website, Thus they need to improve its SEO marketing strategy by employing SEO experts and contacting SEO agencies to rank higher.
Also, the keyword is 0 which is a quite bad sign for the company’s image in the market. The company should take immediate action to this.
Conch has not collaborated with any celebrity to promote its products. The world cement association promotes the best cement in the world on their Youtube channel. Working and approaching influencers for promoting brands showed very positive results, Conch should also adopt such a strategy which is in demand in order to get better sales and recognition.
Talking about the E-commerce strategy, Conch has its own website for selling purposes. People can buy their products directly through the website which has discounted offers and a good delivery system.
The Conch Cement has no such Mobile App.
Content Marketing Strategies
Conch put all their relevant posts on Linkedin. They post about their new product launch, their big projects, videos, News and many more. On youtube, The China Cement Association page put all the relevant data and updates regarding the latest news and new projects.
In 2020 Conch ranked 367th on the list with operating revenue of 33.916 billion us dollars, rising by 74 ranking from 2019.
The company has the latest news ”creating a future living space for Mankind”. Conch Cement. Their aim is to create a wonderful space for mankind. Its focus is to supply Conch cement in every region and to be the world’s best cement company.
Avoid wasting energy and provide a wonderful space for humans and be the Backbone of Modern Development. They have also provided aid to Xinjiang and Tibet. They have targeted poverty alleviators and supported them. They have partnered with many and taken on many key projects.
This ends with an elaborative marketing strategy of Conch. Let us conclude our learning below from the marketing strategy of Conch.
We have seen all the strategies of Conch, thus we conclude that the marketing strategy of Conch needs to be improved to gain more reputation and to cover more target audiences. Conch is proven to be the best cement in China, from being a local cement manufacturer and seller to starting to become a World known brand for cement, it has performed greatly earlier. But keeping in mind that competition does affect the big companies, on the other hand, the old marketing strategy which is shaky and defective will become an obstacle in Future.
Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.
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 Conch has given you a good insight into the company’s marketing strategies.
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