Detailed Marketing Strategy of Grasim Industries – Complete Overview

Marketing Strategy Of Grasim Industries:

Various brands under the Grasim industries have their own unique marketing campaigns. The most famous advertisement which you must have seen on television must be the Ultratech Cement ad which has the tagline “Desh Ka Number 1 Cement”.

Segmentation, Targeting and Positioning:

STP is a comprehensive framework that explains and streamlines the market segmentation process. 

Segmentation: 

Grasim Industries separated its customers into three sections: Tier I/II/III cities, Public Sector/Private Sector, and Customer/Builder. 

Targeting:

Its main target is local customers and builders in both the public and private sectors in all-tier cities.

Positioning:

Finally, the position of Grasim Industries as a Strong Cement Brand in India.

Marketing Campaigns

This Campaign by Ultratech states that you build your own house once in a lifetime so choose cement which is India’s number 1. A very famous and catchy advertisement campaign as seen on television. This is a story about a father and son, where the son desires to build a home. But have some challenges he overcomes and wins his father’s respect towards him. The campaign was made to promote ultra tech cement. 

The campaign was very successful with views of 67k+ on the youtube channel. The content strategy, promotions on television and advertisement were on the point. 

“Rakho Poora Khayal”, a campaign by Aditya Birla Finance, a venture of Grasim Industries, was well known for giving an emotional connection with the audience by using the family as an example to portray the need for insurance. This campaign was very successful with 500+ views on youtube and it was telecast on television too. 

Linen Club – Very well known for its Pure linen clothes is also under the ownership of Grasim Industries. Farhan Akhtar is the Brand Ambassador of Linen CLUB, who always convinces men into buying clothes from Linen Club through the advertisement and his social media posts.

Social Media Marketing:

Where can the company be found?

On Facebook, as – Grasim Industries

The company has over 5000 followers on Facebook and keeps posts up to date with the latest trends. They post about the company’s new launches, its future and past campaigns. 

Company’s Instagram Handle – 

Grasim industries don’t have an Instagram account but the parent company Aditya Birla Group has around 125k followers on Instagram. They mainly post about the company, its achievement and festival wishes. 

Twitter Handle –

With over 6500 Followers, the company maintains good relationships with customers. They mainly tweet about the company, its products and the marketing campaign it runs. 

Linkedin Page – 

Grasim Industry and most of its ventures are found most active on Linkedin where they reach out to customers, solve their issues and also launch new products and give new opportunities to the youth who are needy for jobs.

SEO Strategies

As per SEO ranking, it is said that the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see, Grasim Industries has 6k+ organic keywords and it’s good. That means the digital marketing of Grasim Industries is gaining a good number of insights.

Also, the traffic per month is around 16k+ which is good. Hence, Grasim Industries has better SEO strategies while working hard enough to keep the brand soaring in the Google organic SERP results.

E-commerce Strategies

Grasim Industries does not sell online but has a presence and provides different tools to attract customers. But its other company – Linen Club has an e-commerce website where the brand sells linen clothing products and other fabrics.

Linen Club has an online e-commerce store. You can buy different types of apparel for men & women and also buy cloth pieces to stitch some special garments from linen. Their website is very attractive and can make users spend more time exploring the website.

Mobile Apps

Different brands have different requirements, Aditya Birla Finance is an app available on the play store and app store which helps users manage their funds and policies. Other apps from Aditya Birla Group like Share Market and shopping apps are available also. 

Content Marketing Strategies

Content marketing is a type of online marketing that focuses on generating, publishing, and distributing relevant content to a specific audience. Grasim Industries has a very unique content marketing strategy as compared to their competitors because they are doing more campaigns where the content is directly related to the society and it also highlights what positive changes it will make in its customer’s life. 

They have many newspaper articles to show their market position and also their performance in the stock market. Many blogs manifest their future vision.

This ends our elaborative marketing strategy of Grasim Industries. Let us conclude our learning below from the marketing strategy of Grasim Industries.