In a previous article, we learned about the SWOT Analysis of Gayatri Projects. In this blog, we will elaborate on the marketing strategy of Gayatri projects.
The objective is to gain insights into one of the fastest-growing Infrastructure Companies in India Gayatri Projects Limited which deals in major civil construction and infrastructure projects in India. We will walk you through how the company has bagged the projects barely using any extensive marketing strategies.
Marketing is a vital part of a company’s operations and serves as a game-changer for any business. As users across the globe go digital, marketing has also headed towards its digital transformation. If you are curious about new-age digital marketing trends, then you should check out IIDE’s Free MasterClass on Digital Marketing 101 by Karan Shah-CEO and Founder.
We will look into how Gayatri projects Limited is still in the show with limited marketing strategies. Before we begin our deep dive into the Marketing Strategy of Gayatri Projects, let us start by learning the company’s story, target audience and digital presence.
About Gayatri projects Limited
Gayatri Projects Limited was incorporated in September 1989 in the state of Andhra Pradesh as Andhra Coastal Construction Private Limited for undertaking construction activities. The name was changed from March 1994 to Gayatri Projects Private Limited. The company execute major civil works including concrete/Masonry Dams, Earth Filling Dams, National Highways, Bridges, Canals, Aqueducts, Ports, etc. The group is also listed on the Bombay Stock Exchange and thereafter the company has been listed on the National Stock Exchange of India.
In the construction and power industry, the group has been in the business for almost 30 years and they are walking on their motto to build a competitive advantage in every project that it undertakes.
| CFO | Soni Sahab |
|---|---|
| CMO | P Sreedhar Babu |
| Area Served | Across India |
| Industry | Civil Construction, Infrastructure |
| Market Share/ Revenue | INR 3,900 crores (March 21) |
| Vision | To build India’s competitive advantage through infrastructure. |
| Tagline | BUILDING COMPETITIVE ADVANTAGE |
Marketing Strategy of Gayatri projects
Now that we have got an understanding of the company’s essence let’s go through the detailed Marketing Strategy along with the STP Analysis, and SEO Strategies, etc.
Segmentation, Targeting and Positioning
Segmentation
Gayatri Projects use the broadest available segmentation of the target market. They are aiming for all geographical locations, whether they are Tier 1, 2, or 3 cities. In fact, in many cases, there isn’t much targeting or segmentation involved because they are attempting to reach all demographics, geographics, and psychographics of consumers. Along with that, they are open to both public and private projects.
Targeting
The company does not produce anything to be sold, they work in construction industries throughout India. So the concept of targeting does not apply to Gayatri Projects.
Positioning
Gayatri Projects maintains its position in high-quality projects. Gayatri Projects has a long-standing commitment to creating responsible infrastructure. Sustainability is an integral component of their approach to business and work practices.
Marketing Campaigns
Gayatri Projects as of now does not have any marketing campaigns. Gayatri Projects can use the same marketing techniques as its competitors. 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.
Gayatri Projects can launch such advertisements and other media campaigns to increase its presence in India and other foreign countries.
Social Media Marketing
Gayatri projects Limited is not active on any of the social media platforms. Its active presence on platforms like Twitter, Facebook, Instagram and Linkedin can make a huge difference for the company in terms of bidding for good projects as well.
The company so far can be found on Linkedin with 11,428 followers but does not actively post any information. The company can start updating and posting about its major events like winning any significant bid, the announcement of project commencements and can upload pictures of completed projects to build more online presence.
SEO Strategies
SEO strategy has no other alternative and plays a crucial role in today’s marketing and branding. Gayatri projects have so far been generating significantly less monthly traffic and do not have many organic keywords on their website. The company can start making use of SEO strategies to drive more traffic to its website to build an online presence and promote its brand.
The Stats of SEO strategies shows poor performance in terms of organic monthly traffic of 10,959 and 528 organic keywords which shows that the company needs to start working on its SEO strategies to get its game up.
Their website has a domain authority of 33 which is fair and so far has backlinks of 889 which has to be improved. The Company needs to put efforts to improve its SEO strategies and work on its keywords for better rankings and driving traffic to its site.
Influencer Marketing
The company does not use influencer marketing and has not tied up with any social influencers or celebrities to promote its brand. It can start using influencer marketing for the promotion of its brand, which will ultimately lead to increased awareness of the company in the eyes of the general public as well as it can fetch significant projects and make splendid contributions.
E-commerce Strategies
Gayatri Projects is a civil construction and infrastructural construction company and do not deal with the customers directly i.e it does not sell any products or offer any services. Therefore the company does not have any e-commerce platform or strategies.
Mobile Apps
The company does not have any mobile applications. It can consider developing a mobile application to improve its brand image and to spread awareness about its operations and details of various projects undertaken, the status of completion of such projects and other useful information.
Content Marketing Strategies
Content marketing is a class of online marketing that focuses on generating, publishing, and disseminating relevant content to the target audiences.
Gayatri Projects has an official website that contains information about the company and projects it has worked on. The website also provides information about its subsidiary companies as well as updates like the completion of projects, important notices, bidding and tenders as well as contains the awards it has won.
The website is basic and does not use much content marketing as it provides only official and significant information on its website and does not contain any blogs. To improvise its content, the company can start by putting up blogs about various projects they have undertaken and also can provide insights about what goes on inside the company in brief.
This ends our elaborative marketing strategy of Gayatri Projects. Let us conclude our learning below from the marketing strategy of Gayatri Projects.
What’s unique in Gayatri Projects’ marketing?
By looking at this blog we can conclude that Gayatri Projects barely uses any marketing.
The company is successful with minimum marketing techniques. Gayatri projects do not directly engage with the consumers or the general public. It deals in civil construction and building infrastructure projects like dams, roads, corridors, highways etc.
The company takes part in bidding to win the contracts for projects. So the company has much interaction with the Government and state governments. The marketing techniques for this company will significantly vary from other brands which directly deal with the customers.
Almost every other firm, like Gayatri Projects, 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 Gayatri Projects has given you a good insight into the company’s marketing strategies.
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