Comprehensive Marketing Strategy of Cyient – With STP Analysis & Campaigns

Updated on: Jan 1, 2023
marketing strategy of cyient - 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 a previous article, we learned about the marketing strategy of Dixon Technologies. In this blog, we will take a closer look at the marketing strategy of Cyient – India’s leading global engineering and technology company. 

The goal is to gain insight into Cyient and how it became India’s leading global engineering and technology company.

As you can see, the world is now completely online, and marketing is the be-all and end-all of any industry. If you want to know more about marketing, join our Free Masterclass on Digital Marketing by the CEO and founder of IIDE, Karan Shah.

At the end of this blog, you will gain knowledge about the overall marketing strategy of Cyient. Before we go in-depth, let us start with the history of the company, its target audience and its digital presence.

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About Cyient –

marketing strategy of cyient - cyient logo

Source – Wikimedia Commons

Cyient was founded in 1991 as Infotech Enterprises Ltd. by B.V.R. Mohan Reddy in Hyderabad, India. Infotech Enterprises Limited adopted the name Cyient Limited on May 7, 2014. Following the name change, Cyient relocated its U.S. headquarters in Connecticut to a new building. Cyient is India’s leading company focused on providing technical services and solutions to global markets. 

Cyient became a public company in 1997, had an IPO of equity shares at ₹ 20/- per share and is listed on all major stock exchanges in India. In 2014, Infotech Enterprises acquired Softential, Inc. and Invati Insights with the new company Cyient Insights. In 2015, Cyient acquired Pratt and Whitney Global Services Engineering Asia and Rangsons Electronics. On Feb. 8, 2017, Cyient Inc. agreed to acquire Certon Software Inc. On April 25, 2022, Cyient announced the acquisition of the Finnish plant and product engineering services company Citec.

Cyient works with its customers across the value chain to help them design, build, operate and maintain products and services that make them leading and respected brands in their industries and markets. Customers leverage Cyient’s engineering, manufacturing and digital technology expertise to deliver and support their next-generation solutions that meet the highest standards for safety, reliability and performance.

For new machinery and equipment, Cyient Inc. in East Hartford received a $500,000 loan from the state Department of Economic and Community Development in February 2017 for its United States headquarters, which is scheduled to bring 85 jobs to the state equipment. At the time, Cyient had 456 full-time employees in Connecticut and supplied Connecticut engine builders with their products.

The group companies are:

  • Cyient, Inc
  • Cyient Europe Ltd
  • Cyient GmbH
  • Cyient Ltd (Japan)
  • Cyient Insights
  • Cyient Singapore Pte Ltd
  • Cyient Design Led Manufacturing
  • Certon
  • Blom Aerofilms

Quick Stats –

CEO Krishna Bodanapu
CMO Meenu Bagla
Area Served Worldwide
Industry Engineering & Technology
Market Revenue $ 608.2M (approx.)
Vision Designing tomorrow together. Three simple words that describe our unique approach of working with you to improve your business and the lives of your customers.
Tagline Across Design, Build and Maintain.


Marketing Strategy of Cyient –

Let’s learn more about the marketing strategy of Cyient! And how Cyient carries out the marketing campaign, etc.

Segmentation, Targeting and Positioning

Cyient has15,000+ associates in 19 countries with 300+ customers. It has divided the overall market based on different geographic units such as – countries, continents, zip codes, states, trading blocks, cities, and neighbourhoods. Geographic segmentation is highly efficient because prospective customers have different cultures, preferences, and administrative systems

Cyient does not limit itself to one segmentation strategy. In fact, it strives to introduce numerous features to better define and identify the target groups and segments

Brand positioning and value proposition positioning are critical to marketplace success in today’s competitive marketplace. Cyient positions its product in such a way that it creates a – distinct image, and provides a specific identity/reference point of the product and services in the client’s mind.

Cyient is positioned as a leading provider of engineering, manufacturing, and digital technology solutions worldwide.

Marketing Campaigns

marketing strategy of cyient - marketing campaign

They published a journal, that talks about how a  “Ubiquitous 2.6 GHz Radio Propagation Model for Wireless Networks Using Self-Supervised Learning From Satellite Images” can help fix the problem of PL Estimation.

marketing strategy of cyient - marketing campaign

Cyient published a report on Digital Healthcare on September 2022 to understand more about how technology can ensure better healthcare and longevity of human life.

marketing strategy of cyient - marketing campaign

They Advertised A Founders Technology Summit 2022 conference on September 28 and 29, 2022 in Dresden, Germany in which they will talk about how they can help you accelerate your digitization journey through end-to-end innovative ASIC solutions with cutting-edge technology to enhance the lives of people in this world.

Social Media Marketing 

Cyient is active on Most Social Media Platforms like:

  • Instagram: 3,076
  • Facebook: 46,679 Followers 
  • Twitter: 19,000

They have more followers on Facebook but are most active on Twitter.

The posts contain mainly conference advertising and information content.

SEO Strategies 

marketing strategy of cyient - ubersuggest seo screenshot

Source – UberSuggest

In terms of SEO ranking, it is said that the number of keywords – under 500 bad, over 1000 good and 10,000+ is amazing. As we can see, has 23,236 organic keywords, which is considered amazing. This means that Cyient’s digital marketing is gaining a great number of insights.

Also, the traffic per month is around 30K+ which is good. Hence, This proves that Cyient follows a foolproof SEO strategy and works hard enough to make the brand rise in Google’s organic SERP results.

Influencer Marketing

So far, Cyient has not done any Influencer Marketing.

E-commerce Strategies

Talking about the e-commerce strategies Cyient has its own website from where they provide its products & services to its Clients. The ones who want their products & services, visit the website, understand what they provide & then contact them. 

Mobile Apps

They do have an app called “MyTime@Cyient” but it’s only for the employees working in Cyient.

This app has 3.7 ratings and 10T+ downloads on Google Play Store.

Content Marketing Strategies

Cyient is very active on social media mainly on Twitter. They post content related to the products and services they provide (i.e. Manufacturing, Semiconductors, ICT, and. Medical technology). Also, they press releases about their product via various sources such as PR Newswire, Digital Journal, CXOToday, etc.

This concludes our thoughtful marketing strategy from Cyient. Let us conclude what we have learned below.

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What’s Unique in the Marketing strategy of Cyient?

In the marketing strategy of Cyient, we have seen that Cyient is gaining popularity in all parts of the world. The popularity is increasing among various technology companies. The uniqueness of being the leading Indian company has increased the international competition for Cyient.

As we all know, digital marketing has changed drastically due to pandemics affecting every business. According to digital marketing statistics, about 60% of the world’s population uses the internet.

This number has increased by 20% in the last two years, which is due to the pandemic where many companies have gone online. The image of an established company is everything. A company’s brand image can be made or broken by its campaign techniques. With the help of digital marketing, effective campaigns can be designed and there is an opportunity to fix any problems immediately.

With the increasing importance of digital marketing, learning about this growing field is an important step. If you want to learn more and build your skills, check out IIDE’s 4-Month Digital Marketing Course and 11-Month Digital Marketing Course.

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

If you like such in-depth analysis of companies like the marketing strategy of Cyient, visit our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read this and share this Cyient’s marketing strategy case study with your friends and acquaintances.

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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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