Precise Marketing Strategy of CONCOR (Container Corporation of India) – Detailed Overview

Updated on: Jan 17, 2023
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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.

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In a previous article, we learned about the detailed Marketing Strategy of VRL Logistics. In this article, we are going to elaborate on the marketing strategy of CONCOR (Container Corporation Of India).

The objective is to help you gain insights into Container Corporation Of India’s transition from the marketing strategy of Container Corporation Of India to becoming one of the most recognized and respected brands in India.

Marketing is an element of a company’s DNA that can make or break it. Marketing has followed users around the world to the digital realm as they go digital. If you are interested in digital marketing, then you should definitely check out IIDE’s Free MasterClass on Digital Marketing by our CEO and Founder, Karan Shah.

We will thoroughly cover the marketing strategy of CONCOR in this blog. Let us begin by learning about the company’s history, target audience, and digital presence.

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About Container Corporation Of India (CONCOR) – 

marketing strategy of container corporation of india - CONCOR Logo

Source – Wikipedia

The Container Corporation of India Ltd. (CONCOR) was established in March 1988 in accordance with the Companies Act, and it started operating in November 1989 after assuming control of the Indian Railways’ pre-existing network of seven ICDs.

From its early roots, it has grown into an undeniable market leader with India’s largest network of 61 ICDs/CFSs (59 terminals and 2 strategic tie-ups). It has grown to include managing Ports, air cargo complexes, and building cold-chain in addition to providing inland rail transit for containers. For India’s domestic and international trade in containers, the business created multimodal logistics support.

CONCOR is dedicated to offering its customers responsive, affordable, efficient, and trustworthy logistics solutions. It aspires to be the top option for its clients. A company focused on giving its clients value for their money, CONCOR is performance-driven and results-oriented. 

Quick Stats

CEO V. Kalyana Rama
CMO Sanjay Swarup
Area Served Worldwide
Industry Transportation, Logistics, Supply Chain and Storage
Market Revenue ₹6,384.96 crores per year
Vision To be the first choice for its customers.


Marketing Strategy Of CONCOR –

Let’s discuss the marketing strategy of CONCOR (Container Corporation Of India) first let us focus on the STP Analysis.

Segmentation, Targeting, and Positioning 

CONCOR’s core business is characterised by three distinct activities, that of a carrier, a terminal operator, and a warehouse operator.CONCOR’s terminals provide a spectrum of facilities in terms of warehousing, container parking, repair facilities, and even office complexes. As a CFS operator, CONCOR adds value to the logistics chain by offering value-added services

As a CFS operator, CONCOR provides a number of value-added services: Transit warehousing for import and export cargo. Bonded warehousing, which helps importers to store import cargo and take partial deliveries as and when required, thereby deferring duty payment. Air cargo complexes are available in several terminals.

A B2C business is CONCOR. Dry ports in the hinterland and CONCOR’s customs-bonded Inland Container depots are designed to provide all port amenities, including customs clearance, to the customer’s door.

Transport connections are offered by CONCOR between ports and the interior. Regular container trains are operated between ports and the hinterland terminals of CONCOR. Road service is also provided to several of the ports. The foundation of CONCOR’s transportation plans and strategy is rail.

The majority of CONCOR terminals are rail-linked, with rail as the main carrier for haulage. So their main target audience is everyone in the world who wants transportation services.

Marketing Campaigns 

marketing strategy of container corporation of india - marketing campaign

CONCOR released an Invitation for Bids (IFB) on 29 May 2021 for 6000 containers in pursuance of „Atmanirbhar Bharat‟. This will aid in overcoming the container shortage, promoting exports, and increasing employment and economic growth.

In the line of providing transit assurance to our esteemed customers, CONCOR started a train service from ICD Dadri to Mundra which is dedicated to retail customers on 25.08.2021. The train service is being run on a daily basis. Retail Freight Express travels via Kathuwas from Ex ICD Dadri to Mundra (MMLP).

The first long lead full export special container train from Tadipatri, Andhra Pradesh to JN Port under DPE has begun operating in CONCOR for the current season.

CONCOR has introduced a ground-breaking material handling innovation for bulk cement that will allow bulk cement to be transported in standard containers. After the commissioning of this system, the initial trial was done successfully in Dec 2021 in the presence of senior officials of Railways and CONCOR. It will alter how cement logistics are managed.

In order to overcome the shortage of oxygen during the second wave of COVID-19, CONCOR in association with Railways has moved several Oxygen Express trains through Green Corridor across the country with a mission to deliver oxygen in the shortest possible time so that relief can be provided to the COVID19 patients at the earliest. In May 2021 147 Oxygen Express trains (620 Tank Containers in terms of TEUs) completed their journey in service to the Nation.

Social Media Marketing 

CONCOR is actively present on various social media platforms like Facebook, LinkedIn, Twitter,  and even Youtube. Before moving forward let’s look at some of the numbers you might be interested in.

  • Facebook: 12k followers
  • LinkedIn: 4.4k followers
  • Twitter: 7.7k followers
  • YouTube: 1.2k subscribers

CONCOR has the largest number of followers on Facebook followed by Twitter and is also active on other social media platforms.CONCOR uses LinkedIn for posting Informative and Job-related alerts while it uses YouTube for Posting information about its new features and also uses it for running various campaigns.

SEO Strategies 

marketing strategy of container corporation of india - ubersuggest seo screenshot

Source – UberSuggest

According to SEO ranking, it is said that the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. Now as you see Container Corporation Of India has 19,174  pretty amazing keywords. 

This means that Container Corporation Of India has gained the market share and the organic traffic driven by Container Corporation Of India is more than 44,000 which is outstanding. Container Corporation Of India has more than 43,000 blacklines which ultimately shows that Container Corporation Of India has gained an excellent hand on SEO strategies. 

Influencer Marketing

As CONCOR is a transport company it doesn’t need any influencer marketing. Moreover, it is already one of the leading transportation companies that don’t need any face.

Ecommerce Strategies

CONCOR does not own a website of its own to sell products as it provides transportation services via suppliers directly and provides its services Globally.

Mobile Apps

CONCOR has an Integrated Mobile Application for its Customers and Service Providers for disseminating information about their cargo and allowing them online transactions through Mobile applications.

Customers can conduct transactions for export and import-related activities using this mobile application without having to go to a CONCOR terminal, and they will have “Continuous Cargo Visibility” by being aware of the whereabouts of their container, saving them both money and valuable time.

Content Marketing Strategies

CONCOR is very active on Social Media platforms but it is also very active on Youtube and keeps posting videos related to its interviews with news channels and various other campaigns. 

CONCOR also posts content via Articles, and Case studies which one can find on their website where they post about their new schemes, media releases, environment safety, and much more.

This ends with an elaborative marketing strategy of CONCOR. Let us conclude our learning below from the marketing strategy of CONCOR.

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What’s Unique in the Marketing Strategy of CONCOR?

In the marketing strategy of CONCOR, we saw that it is ruling the world with its services. It is one of the top transportation and distribution businesses. Container Corporation Of India has core competencies in logistics supply chain management.

They have built themself as strong customer-centric by investing in innovation and technology so that they can offer better services. They are a little lagging in managing their social media account regularly. However, they mostly promote through campaigns and posts on Facebook. 

The Main Object of the Company is to promote containerization and to give a boost to Indian International trade and commence by organizing multi-model logistic support.

Every firm needs marketing to function, and in the current environment, the industry is rapidly digitising. So With the increasing importance of digital marketing, learning about the growing field is an important step. If you would like to know more and develop skills, check out IIDE’s 4-Month Digital Marketing Course and 11-Month Digital Marketing Course.

We hope this blog on the marketing strategy of CONCOR has given you a good insight into the company’s marketing strategies.

If you enjoy in-depth company analysis, you can find more informative case studies on our IIDE Knowledge portal.

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