Complete Marketing Strategy of Endurance Technologies – With STP Analysis

Updated on: Jun 21, 2022
Marketing Strategy of Endurance Technologies - 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 detailed SWOT analysis of Endurance Technologies. In this blog, we are going to elaborate on the marketing strategy of Endurance Technologies – India’s premium automobile delivery company.

The objective is to learn and gain insights into Endurance Technologies and how it became India’s premium brand of automobile delivery company and Endurance Technologies aims to become the largest premium automobile delivery industry in India. 

Therefore, as you can see, the world is fully online now, owing to the outbreak of the coronavirus in 2019, and marketing has become the rib of every industry. If you are interested and want to know more about marketing then do check out our Free Masterclass on Digital Marketing by the CEO and founder of IIDE, Karan Shah.

We will learn the entire marketing strategy of Endurance Technologies by the end of this blog. Before diving deep into it, let’s begin with the Endurance Technologies company’s story, target audience, and digital presence.

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About Endurance Technologies – Company Overview

Marketing Strategy of Endurance Technologies

Endurance Technologies is a fast-rising Indian brand that preoccupies itself with designing, developing, manufacturing, and exportation of auto parts around the world.

The company which started with two aluminium die-casting machines in 1985 has since grown and now has 27 different manufacturing facilities which are strategically located near our Original Equipment Manufacturers (OEMs).

The vision of endurance technologies is to be recognized consistently as a first choice supplier of automobile products to all customers, by fostering innovation and delivering excellence by placing focus on quality, cost, development, delivery, and management.

The philosophy of endurance technologies is to be a first choice supplier to all OEMs as well as to ensure profitable growth. Its purpose is to ensure that value is created continuously for all stakeholders, including customers, employees, investors, vendors, as well as business partners.

Endurance Technologies provides casting, suspension, transmission, and braking products for the automobile industry all around the world. Though the company operates 25 plants, 18 of these plants are in India and the company has its units located strategically in the major automotive manufacturing belts of India. The company manufactures its products in 3 countries from 27 plants while they export to more than 28 countries around the world.

Endurance Technologies has become a dominant player and force to contend with in virtually all the segments it operates.

Endurance Technologies has taken it as a mission to achieve and maintain leadership with a focus on technology and product.

Marketing Strategy of Endurance Technologies - Products

Products of Endurance Technologies

The company, Endurance Technologies, has risen to become a global marketer since 1990, and now deals in these businesses:

  • Suspension systems
  • Braking systems
  • Transmission systems
  • Aluminum Die-cast

Quick Stats on Endurance Technologies
CEO Jeff Pitura
CFO Satrajit Ray
Area Served Worldwide
Industry Automobile Components
Market Share/ Revenue Rs 2,978 Crores (2021)
Vision The vision is to grow as a complete solution provider of automotive components and systems.
Tagline Complete Solutions/td>


Marketing Strategy of Endurance Technologies

Let’s learn about the Marketing Strategy of Endurance Technologies! And how Endurance Technologies carries the marketing campaign etc.

Segmentation, Targeting, and Positioning

The segmentation pattern of the brand is such that they have divided their target audience according to the needs of the two-wheeler as well as the three-wheeler audience. The market segmentation of Endurance Technologies is therefore designed to identify the most profitable segments of the market for the brand. Endurance Technologies has thus segmented its target audience into business-to-business (B2B)

The target audience of this brand as of 1990 when they just began was companies and industries that made two-wheel motorcycles. Then, due to certain challenges and the gulf war, Bajaj was their only client and they were able to carry out the tasks for this single client since they could not get any other client.

Due to the nature of its targeting, as the company grew, it placed its focus on the suspension system, braking system, aluminium system, and die-casting. To get directly to their target audience, they have their plants strategically built around these companies. 

Endurance Technologies during a campaign made it clear that they are quite interested in the financial services sector, as well as the export sector.

Endurance Technologies has been very smart and strategic in positioning their plants very close to the plants and assembly of their target audience so it’s easier to reach them rather than their competition. 

Marketing Campaigns

Endurance Technologies do not have a great online presence even though they haven’t conducted any kind of campaigns. They don’t conduct any kind of advertisement campaign to promote their Automobile company. 

Endurance Technologies can use the same marketing techniques as its competitors are using. The marketing campaign which they can follow from their competitors is advertising on television, launching an advertisement in newspapers, launching a short corporate film, and other marketing ideas.

Endurance Technologies can launch such advertisements and other media campaigns to increase its presence in India and other foreign countries.

Social Media Presence

Some of the most prominent social media platforms we have today are Facebook, Instagram, Twitter, LinkedIn, WhatsApp, YouTube, Pinterest, and Snapchat. However, according to the rules of marketing, it is very rare to meet your target audience on every one of these platforms and so the need to target your audience according to their most preferred channel becomes quite paramount.

Endurance Technologies is not very active on social media. They only have a YouTube channel with 226 subscribers and 16 videos, the latest of which happens to be uploaded a year ago. It is safe to say that the brand has not been able to harness the goldmine of the internet and social media in these digital times. 

The uploaded videos contain mainly their charity and transformational work across various villages as well as messages from various beneficiaries of their programs.

They also have a LinkedIn account that has about 24,000+ followers. Though the brand has this many followers, they have no posts whatsoever. 

SEO Strategies

Marketing Strategy of Endurance Technologies - SEO

As regards SEO ranking, it is often said that relating to the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. It is therefore quite alright to conclude that the Endurance Technologies company is doing well with its SEO ranking. They have an organic traffic keywords base of 1.3k+. This simply means that the SEO strategies of Endurance Technologies are gaining height, especially on search engines.

The traffic Endurance Technologies gets per mon is around 33k+ which is known in SEO to be awesome. 

Influencer Marketing

As regards influencer marketing, or to put it more subtly, marketing with external influence, Endurance Technologies has gained more followers through their interviews with firms and news agencies with a high following, for example, one of their interviews with CNBC-TV18 has gotten 10,000+ views in the last 6 years.

The company has also been featured on BSE, India, with 6500+ views in the last 4 years; Money Control, which has had 4,000+ views in the past two months.

Through the influence of these news agencies on their large following, several followers would check out Endurance Technologies, thereby increasing their following and sales.

Ecommerce Strategies

In talking about the e-commerce strategies, Endurance Technologies has its website from where they sell its products with special offers. On the website, it is possible to get access to the product catalogue as well as enquire about the product via email.

Mobile Apps

The endurance technologies brand does not have any available apps both on Google Playstore and the iOS app store

Content Marketing Strategies

Although Endurance Technologies is not very active on social media platforms, they have quite a base on Facebook where they upload videos showing not only their input into the villages and other charitable donations but they also give a detailed fundamental analysis of the company.

They also release videos explaining their next target, technical analysis, and oftentimes their share analysis.

This ends our elaborative marketing strategy of Endurance Technologies. Let us conclude our learning below from the marketing strategy of Endurance Technologies.

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What’s Unique in Endurance Technologies’ Marketing? 

Endurance Technologies is now a very popular aluminium die-casting company, as well as a holding company for many businesses providing various braking systems and transmission products. 

Through studying the marketing strategies of this brand, it has been observed that Endurance Technologies is digitally oriented. The company is also good with marketing enough to attract more customers. The company focuses on enlarging its market size, and through this, it could become one of the top market leaders in years to come.

Endurance Technologies as a company has outrageously outperformed its competitors with its remarkable marketing effort, especially in branding.

Digital Marketing is extremely important in today’s age. With the increasing importance of digital marketing, learning about the growing field is an important step. If you would like to learn more and develop skills, check out IIDE’s 4 Month Digital Marketing Course to learn more.

We hope this blog on the marketing strategy of Endurance Technologies India 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 Endurance Technologies, check out our IIDE Knowledge portal for more fascinating case studies.

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