In a previous article, we learned about the in-depth SWOT analysis of Dalmia Bharat. In this blog, we will have a deep insight into the marketing strategy of Dalmia Bharat.
The objective is to learn and gain insights into Dalmia Bharat and how it became India’s largest cement, sugar, refractories, and power.
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Now let us understand the marketing strategy of Dalmia Bharat. But before we discuss the marketing strategy, let us know more about Dalmia Bharat.
About Dalmia Bharat: Company Overview
The Dalmia Bharat Group was innovated in 1939 by the late Shri Jaidayal Dalmia. They deal in different sectors such as cement, refractories, and sugar. The all-out turnover of the gathering is over ₹10,000 crore. The Group operates the subsequent businesses, all registered in Tamil Nadu.
- Dalmia Cement Bharat Limited: began working in 1939, in Tamil Nadu
- Dalmia Bharat Sugar and Industries Ltd: began working in 1994, in Uttar Pradesh
- Dalmia Refractories: works units in Gujarat and Madhya Pradesh
- Dalmia Power: laid out to meet the power prerequisites of the Group’s concrete and sugar plants
The growth has been exponential within the last five years and is slated to take care of its robustness through continued focus, corporate social responsibility, new brand identity, and socio-cultural projects. In the last decade, the group’s sales have grown at a CAGR of 24% to over ₹12,100 Crore within the year 2020. The market cap has likewise developed to ₹10,000 Cr in the year 2020.
| CEO | Mahendra Singhi |
|---|---|
| Marketing Manager | Gautam Sikdar |
| Area Served | West Bengal, Bihar, Jharkhand and Odisha |
| Industry | Conglomerate |
| Market Share/ Revenue | 8,300 crores INR |
| Vision | To unleash the potential of everyone they touch |
| Tagline | Mera Bharat Bada Ho Raha Hai |
Marketing Strategy of Dalmia Bharat
Now let us learn about the marketing strategy of Dalmia Bharat. And how Dalmia Bharat performs its marketing strategy.
Segmentation, Targeting, and Positioning
Segmentation
Dalmia Bharat Ltd exists segmented into three broad categories; 1) tier I/II/III cities; 2) public sector/private sector, and 3) customer/builder.
Targeting
Among these segments, Dalmia Bharat targeted builders and customers in both public and private sectors in all-tier cities.
Positioning
Dalmia Bharat’s positioning in the market by delivering strong quality cement and retaining them with a strong brand by promoting superior value services to the targeted customers.
Marketing Campaign
Dalmia Cement Future Today Airstrip English
Damia Bharat launched this advertisement 4 years ago in which they highlighted the USP of cement produced by Dalmia Bharat. The advertisement says that other cement takes 28 days to construct an Airstrip but Dalmia Bharat cement only takes 4 days to complete it by using the technology of the future. Individuals who think dreams of a beautiful tomorrow are being created by Dalmia Bharat.
The advertisement on YouTube was successful with more than 60k+ views. The sales of cement also boomed after this ad campaign.
Dalmia Cement TVC – Dil Jode Desh Jode (Hindi)
The advertisement launched by Dalmia Bharat 7 years ago highlighted a beautiful love story that was built with the help of a bridge that connected two cities. The advertisement also expressed that from hard days to the dream of beautiful moments one friend will always keep up with you which is no other than Dalmia Bharat Cement.
This ‘emotive’ and ‘evocative’ storyline expresses the brand’s thoughts in simple, pithy and poignant words. The ad campaign on YouTube got successful with more than 145k+ views. The video captured the attention of new relationships who are planning to build their dream house.
One of the oldest and first advertisements aired by Dalmia Bharat in 2014 featured leading South superstar Mr Prakash Raj who speaks about Dalmia Bharat’s new product HALC and the assurance Dalmia Cement has been giving to generations.
Mr Prakash’s presence in cement TVC left a lasting impression on the public of the South and his fans, due to which the sales of Dalmia Bharat cement increased by numbers.
Social Media Marketing
Dalmia Bharat is occasionally active on social media platforms like Instagram, LinkedIn, and Facebook.
The company – Dalmia Bharat Cement has the maximum number of followers on LinkedIn than Facebook and the least on Instagram.
The company has 10.4k subscribers on YouTube.
Followers on social media platforms
- Facebook – 140,000+ followers
- LinkedIn – 155,000+ followers
- Instagram – 3,200+ followers
The posts are mainly related to sustainability, roofing and building guidelines, festivals, contributions to construction projects and their leaders and leading workers’ special day celebrations. They also congratulate leading sports personalities for their achievements such as one of Dalmia Bharat’s FB posts congratulating Mr Neeraj Chopera for his recent achievement.
The company is relatively active on social media and shares posts frequently because today people are going digital and so are businesses. So, to compete in this competitive industry the brand needs to work more on its social media handles.
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SEO Strategy
As SEO ranking suggests, the Number of organic keywords – below 500 is poor, above 1000 is characterised as good and 10,000+ is characterised as stunning.
As we can see https://www.dalmiabharat.com/ has just crossed the boundary 1,300 keywords can be characterised as fair in SEO terms.
This shows that the digital marketing of Dalmia Bharat is gaining quite a good number of insights, but they need to work more in this area.
Also, the traffic per month is approximately 33,000k+ which is a good statistic. Hence, Dalmia Bharat is doing great in SEO, but still needs improvements in its SEO strategies while working hard enough to keep the brand soaring in the Google organic SERP results.
Ecommerce Strategies
Dalmia Bharat has a website where you can check the company’s work, profile, product information, CSR activities, careers at Dalmia, newsletters etc. One can also contact the firm for business-related queries.
Dalmia Bharat Cement does not sell its products on its website as it deals in the manufacturing of heavy raw materials and bulk order items. But in one of their posts, they said that “individuals can share their contact details on their website by filling a form and somebody from their team will get in touch with the person ASAP.”
However, their potential customers directly deal with the contractor who uses the cement produced by Dalmia Bharat Cement for the construction of buildings or houses, still, as you can see in the above image, leading conglomerates like Damia Bharat are promoting e-commerce i.e. websites to be the most convenient and fairly a simple way to get the best price and product quality.
As you can see how important is e-commerce that even leading firms are considering e-commerce as an imperative to augment sales in the market.
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Influencer Marketing
The company does not use this mode of marketing. Till now they have only conducted one advertisement which highlighted leading South superstar Mr Prakash Raj as we have seen above in the marketing campaign.
Mobile Apps
Dalmia Bharat has several applications available on the play store by the names Dalmia Masters Pro, Dalmia Unload, SUVIDHA, Dalmia Sales Manager & Officers Apps etc. But, these applications are not updated and barely have 1k+ downloads.
Dalmia Bharat should consider updating their applications on a timely basis as these business applications can help Dalmia Bharat in smooth business operations.
Content Marketing Strategies
In the area of content marketing, Dalmia Bharat Limited publishes several blogs/guides on their social media handles. The blogs are related to construction tips and guidance.
Other than blogs the firm is also engaged in creating short videos of the same tips and guidance because the company feels that one can make the user understand the message more through visuals rather than written format.
Dalmia Bharat Cement uses social media platforms extensively to share insightful information related to the infrastructure and the construction industry. The company is always active in creating and publishing quality & engaging content.
This ends our elaborative marketing strategy of Dalmia Bharat. Let us conclude our learning below from the marketing strategy of Dalmia Bharat.
Conclusion: What’s unique in Dalmia Bharat Marketing?
As we can see, the main focus of the company is to post information online on social media platforms (content marketing). They are very active there. The company is doing relatively well in every aspect of digital marketing except using influencer marketing and that’s okay to use the only ones that can give a return on investment.
As the digital space is experiencing a boom in today’s world, a company needs to do better digital marketing.
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We hope this blog on the marketing strategy of Dalmia Bharat has given you a good insight into the company’s marketing strategies.
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