Extensive Marketing Strategy of Cosmo Films – An Indian Multinational Corporation

Updated on: Jul 3, 2022
Marketing Strategy of Cosmo Films - Featured Image

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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 our previous article, we had done a detailed SWOT analysis of Cosmo Films. In this article, we are going to break down the marketing strategy of Cosmo Films

Cosmo Films Limited is a worldwide innovator in specialty films that are utilised for flexible packaging, lamination, labelling and industrial applications. Its film contributions incorporate biaxially situated polypropylene (BOPP) films, and cast polypropylene (CPP) movies and are destined to be offered biaxially arranged polyethylene terephthalate (BOPET) films.

Founded in 1981, the company is the largest exporter of BOPP films from India and the largest producer of thermal lamination films in the world with plant cum distribution centres in the United States, Korea & Japan and global channel partners in more than seventy countries.

Another aspect that made Cosmo Films a global leader in its marketing efforts. As the world goes online, marketing is changing and if you are interested in learning about the latest – check out our Free MasterClass on Digital Marketing 101 by the CEO and Founder of IIDE, Karan Shah.

By the end of this blog, you will learn about the entire marketing strategy of Cosmo Films. So let’s begin with the company’s story, target audience, and digital presence.

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About Cosmo Films 

Founded in the year 1981 by Mr Ashok Jaipuria – Cosmo Films Ltd (Cosmo Films) is a supplier of flexible packaging solutions. The organisation is associated with delivering biaxially situated polypropylene (BOPP) movies and cast polypropylene (CPP) films. Today the company is the global leader in speciality films for packaging, lamination and labelling applications.

It offers a wide scope of BOPP films including direct warm printable movies, velvet warm cover movies and high boundary films for adaptable bundling, overlay, marking and modern applications.

The item arrangement of the organisation incorporates print and pouching films, overwrap films, wet (print) overlay films, dry (warm) cover films, pressure touchy name stock movies, in-form films, direct warm printable movies, obstruction movies, tape and material movies, manufactured paper and fold over mark films. The organisation serves food and drink businesses. 

The organisation has a presence in the US, India, Japan, Korea, Netherlands, Poland, Singapore and Thailand. Cosmo Films is based in New Delhi, Delhi, India.

Quick Stats on Cosmo Films
CEO Pankaj Poddar
CMO Shailesh Verma (Marketing Head)
Area Served 80 Countries Worldwide
Industry Packaging Industry
Market Share/ Revenue 820.89Cr (Revenue, 2021)
Vision “To be the most preferred global brand offering value-added BOPP films for packaging, labels, lamination and industrial applications.”
Tagline Engineered to enhance


Marketing Strategy of Cosmo Films

Segmentation, Targeting, and Positioning 

Since Cosmo Films has a B2B business model, its target audience is the business which operates in product packaging & BOPP films. This includes leading global flexible packaging and labels face stock manufacturers like Amcor, Constantia, Huhtamaki, Avery Dennison etc. Hence, all the services provided by Cosmo Films target this segment of customers i.e. businesses that have consumption of lamination films in their products.

Targeting: Looking at the target consumer of the company, Cosmo Films’ profile mentions that they target many leading industrial companies in India such as brands like Pepsico, Coca-Cola, Unilever, P&G, Britannia, Parle, CP, Reckitt Benckiser, Nestle, Mars etc.

Cosmo Films position itself as a global leader in speciality films for packaging, lamination and labelling applications. Its film offerings include biaxially oriented polypropylene (BOPP) films, cast polypropylene (CPP) films and soon-to-be offered biaxially oriented polyethene terephthalate (BOPET) films.

Marketing Campaigns

Cosmo Films now does not have any marketing campaigns. Cosmo Films uses the same marketing techniques as its competitors are using. 

Cosmo Films does not conduct any marketing campaign, however, they are immensely active on social media platforms like Instagram & LinkedIn, where they frequently represent their packaging items using unique advertising ideas & graphics. They also do posts related to the environment and sustainability. 

The marketing campaigns which they follow are launching an advertisement in newspapers, launching a short corporate film, and other marketing ideas. Cosmo Films launches such advertisements and other media campaigns to increase its presence in India and other foreign countries.

Social Media Marketing 

Cosmo Films is active on Social Media platforms like Facebook, Instagram, Twitter, and LinkedIn. It has got its maximum number of followers on LinkedIn than on Instagram & Facebook and the least on Twitter. The followers on Facebook and LinkedIn of Cosmo Films range from 20k – to 35k. Their post mainly contains promotional content, festive, corporate tours, leaders seminars & webinars & environmental/sustainability-related posts.


  • No. of followers – 23,355


  • No. of followers – 2,452


  • No.of followers – 35,489


  • No.of followers – 1030

SEO Strategies

Marketing Strategy of Cosmo Films - SEO

According to SEO ranking, it is considered that the number of keywords below 500 is Bad, above 1000 is said to be good and 10,000 + is considered amazing. As we can see that Cosmo Films has 4,196 organic keywords and it’s considered as good. That means Cosmo Films’ digital marketing is gaining a good number of insights. 

Also, the monthly traffic is around 41K+, which is considered average. As a result, Cosmo Films’ SEO strategies still need to be improved while also working hard enough to keep the company soaring in the Google organic SERP rankings.

Influencer Marketing

Cosmo Films has not done influencer marketing so far, but if they go with influencer marketing, it can improve their brand recognition. 

Ecommerce Strategies

In talking about the e-commerce strategies Cosmo Films has its website from where you can get to know about their products and make an inquiry. Also, you can easily get their contact details from their website. 

However, because they do not sell their products through their website, the management of the company has to work on their e-commerce strategies on their websites, which will raise revenue and expand the company’s market reach.

Content Marketing Strategies

Cosmo Films is a business-to-business company that does not require to do content marketing. They only create Instagram & Linkedin posts as content, which are good and can be improved a little more. Also, they can have a blog section on their website to provide the proper information about the products, plans and projects to the customers.

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

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What’s Unique with Cosmo Films Marketing Strategy?

Cosmo Films is India’s largest BOPET and BOPP maker, as well as the world’s eighth-largest BOPET manufacturer. Their biggest shortcoming is their lack of marketing effort. Marketing is a crucial function in a company’s existence, and digitalization is rapidly increasing in the current context. 

The company appears to be taking tiny moves towards marketing direction, as seen by their Linkedin posts. They’ll need a strong SEO foundation to boost monthly traffic and sales, but they still have a long way to go. 

The company must focus on hiring digital marketers and marketing professionals, in the hopes that they will consider this step to achieve the desired results.

Almost every other firm, like Cosmo Films, is striving to boost its digital presence and, as a result, is looking for digital marketers. 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 Cosmo Films 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 Cosmo Films check out our IIDE Knowledge portal for more fascinating case studies.

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