Detailed Marketing Strategy of Graphite India With Company Overview & STP Analysis

Updated on: May 29, 2022
Marketing Strategy of Graphite India - 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 learned about the marketing strategy of KPR Mill. In this article, we are going to elaborate on the marketing strategy of Graphite India – a leading manufacturer of Graphite Electrodes as well as carbon and graphite speciality products.

The objective is to help you gain insights into Graphite India’s transition from being a Graphite Electrodes as well as carbon and graphite speciality products producer.

Marketing is a core part of a company that can either make it to the top or break it to the bottom. As users across the world started becoming digital, marketing also has followed them to the digital realm as well. If you want to learn and are interested in new-age digital marketing, then you must check out IIDE’s Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.

We will be going to fully cover the marketing strategy of Graphite India in this blog. Before having a deep dive into strategies, let’s start by understanding the company’s story, targeted audience, and digital presence of the company.

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About Graphite India – Company Overview

Marketing Strategy of Graphite India - Graphite

Graphite India Limited (GIL), is a forerunner industry in India for the manufacture of Graphite Electrodes as well as carbon and graphite speciality products. It came into existence way back in the 1960s, Graphite electrode is the core product of the company. It entered into the desired field of speciality application of carbon and graphite. By further holding on to core competence and economies of scale and intend to advance their production capacity cost-efficiently.

GIL’s manufacturing is scattered among 6 plants in India, and it has also got 100% owned subsidiaries. GIL has been continually improving its product quality and services, thereby scaling new heights of excellence and customer recognition. Their journey has been boosted by reliance on cutting-edge technology, a natural preference for innovation and creativity, an eco-friendly approach to the production process, consistency of product quality and services as well as productivity and cost optimization. 

Since the inception of Graphite India in the 1960s, they have come a long way. The evolution from 5000 MT to 98000 MT of graphite electrodes along with its accompanying challenges have moulded the core calibre of the company as a whole into a respected and responsible global corporate.

GIL’s product range today extends from electrodes – “the mainstay“ to a wide spectrum of products covering Impervious Graphite Equipment, Graphite Speciality Products, High-Speed Steel, Glass Reinforced Plastic Pipes, Calcined Petroleum Coke, and Hydel Power Generation. Our recent initiative for investment in a US-based Company in the development of Graphene Sheets with all its innumerable potential applications could take the Company to a new trajectory. 

GIL does not just offer customers quality products and services. It conducts business with respect for the environment at every stage of its product cycle across all its plants. As a result, the company is committed to sustainable development. By further leveraging their competence and economies, they aim at advancing their production capacity and cost-efficiency. Over the years, GIL has emerged to become an established and reputed brand in the Global Market.

Quick Stats on Graphite India
CEO KK Bangur
Founder M.B Gadgil
Area Served India & Germany
Industry Mining and Metal
Market Share/ Revenue $968.4
Vision To be a preferred supplier, delivering customized graphite products for application in ferrous, non-ferrous and process industries, forging partnerships, and researching customer needs and concerns, thereby generating enhanced shareholder value.


Marketing Strategy of Graphite India

The marketing strategy of Graphite India is great, they have had a great hold over the market for more than decades, and they target their consumers a bit more organically where there is a need for graphite products.

Segmentation, Targeting, and Positioning

STP in marketing is the segmentation, the first use of marketing analytics to create specific segments of a target audience based on demographics, geography and purchasing power, lifestyles, or hobbies. Graphite India divided their segments and their customers based on demography which is based on gender, income, age, occupation, etc, followed by a Cross market segmentation (based on similar customers in different markets) and a psychographic segmentation (based on buying nature, characteristics, personality, etc.

Targeting is diving into the audience and accessing those with channels of marketing, lastly, positioning involves creating bespoke messaging designed for the segment they have chosen to sell products. Graphite India’s focus target is the global market and internationally manufactured products.

Graphite India positioned itself as a pioneer in India for the manufacture of Graphite Electrodes as well as Carbon and Graphite Speciality products.

Marketing Campaigns of Graphite India 

Graphite India as of now does not have any marketing campaigns. Graphite India 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.

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

Social Media Marketing 

Graphite India can be found on the following social media platforms

  1. LinkedIn with 2400+ followers

They are not active on other social media platforms like Facebook & Instagram since it is huge equipment manufacturing company and it directly deals with some major business leaders in the country.

SEO Strategies

Marketing Strategy of Graphite India - SEO

Graphite India Domain has a fair SEO strategy. As in the above image, we can observe there is the use of 834 organic words. The organic monthly traffic is 7,983 clicks per month. Now Graphite India can make their SEO strategies better than earlier by increasing its traffic by adding a few backlinks to some blogs or articles published by famous advertising agencies and mass media agencies. 

Influencer Marketing

Graphite India Limited is a company that manufactures and sells carbon and graphite speciality products which are used as a raw material by other manufacturing companies and wholesalers in the market. Thus Graphite India Limited does not require any influencer marketing strategies to market its products because the company directly deals with major businesses in the country.

Ecommerce Strategies

Graphite India Limited is a company that manufactures and sells carbon and graphite speciality products directly to other final goods manufacturers. E-commerce doesn’t take up much space in the marketing strategy of Graphite India. Graphite India does not have an E-commerce portal through which they can allow their clients to order their products, however, they do have ample information on various offices of their, through which a potential client can reach out to them for any business-related inquiry.

Mobile Apps

Graphite India does not have any mobile app which provides services to the client. They do have a website through which their potential clients can contact them. Firstly, Graphite India deals in the production of crucial raw materials like Graphite Electrodes rolls as well as Carbon and Graphite Speciality products for the production of final goods like pencils, brushes, and plates needed in dry cell batteries and the electrical industry. Ordering such items from a mobile app doesn’t feel appropriate as such big deals are to be done personally. 

Secondly, Graphite India’s clients are some renowned businesses and many other international companies etc, who wouldn’t choose a mobile app for ordering the above raw materials they need for further manufacturing. Considering the above factor, not having a mobile app has never been an obstacle for Graphite India. 

Content Marketing Strategies

Graphite India Limited does not use any content marketing strategies and they are not active in this section of posting different articles on their website. 

This ends our elaborative marketing strategy of Graphite India. Let us conclude our learning below from the marketing strategy of Graphite India.

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What’s unique about Graphite India’s marketing strategy? 

In this blog we have come to know about the marketing strategy of Graphite India, and how marketing strategies can help you to think clearly about your goals and continuously change and upgrade your activities.

As Graphite India Limited has very minimal use of marketing strategies they will be having certain issues in the upcoming future. Let us consider business as a tree and marketing as one of its branches. In today’s world marketing branches are growing rapidly in this business tree. Similarly, digital marketing is another branch that is rapidly growing in this business tree. In the recent pandemic period, digital marketing has gained more importance than traditional marketing. 

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 Graphite 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 Graphite India, check out our IIDE Knowledge portal for more fascinating case studies.

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