In our last post, we learned in-depth about the SWOT analysis of Patel Engineering, one of the best construction services providers in India. This blog will go over the marketing strategy of Hindustan Construction Company, India’s first construction company to be certified by ISO 9001, ISO 14001 and OHSAS 18001.
I bet you all must have seen a glimpse of Mumbai’s Bandra-Worli sea link. You get to capture the best views of the city of Mumbai. Did you ever wonder who brought this gigantic, beautiful-looking bridge to life? The entire project was overseen by the Hindustan Construction Company. The marketing strategy of Hindustan Construction Company Ltd., which works in the transportation, energy, and water infrastructure sectors, would be fascinating to read about.
So, as you can see, the world is fully online now, and marketing, especially digital marketing is the rib of every industry. If you are interested to know more about digital 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 Hindustan Construction Company by the end of this blog. Before diving deep into the marketing strategy of Hindustan Construction Company, let’s begin with the company’s story, target audience and digital presence.
About Hindustan Construction Company (HCC)
Hindustan Construction Company is a well-known name in the real estate and construction industries. Seth Walchand Hirachand, the founder of HCC Ltd., was not interested in their family business. So they stepped into the construction business and formed a partnership with Laxmanrao Balwant Phatak, and the partnership later became Walchand-Phatak Pvt. Ltd. They were substantially in the area of infrastructure. However, they bought Tata Construction and immediately subsidised the construction business into the Hindustan Construction Company. That’s how HCC was born.
HCC is well known for its promising quality of infrastructure. As a result, HCC is now the parent company with 16 or more subsidiaries in today’s world. Since 1991, HCC has been recognised and awarded for its excellent work. Since then, there has been no turning back.
| CEO | Mr Jaspreet Bhullar |
|---|---|
| CMO | Mr Rahul Rao |
| Area Served | Worldwide |
| Industry | Real Estate and Construction |
| Market Share/ Revenue | ₹16.80 / 2,589.74 Crores INR |
| Vision | To be the industry leader and a market-driven engineering construction company renowned for excellence, quality, performance and reliability in all types of construction. |
| Tagline | Responsible Infrastructure |
The STP, marketing campaign, social media marketing, SEO strategy and marketing strategy of Hindustan Construction Company will be examined in this case study.
Marketing Strategy of HCC
Without a doubt, HCC is a renowned name in the industry. However, in terms of marketing, they are still on the back foot as compared with peers. HCC is unquestionably a well-known construction company in the market. However, in terms of marketing, they are still lagging compared to their competitors.
Segmentation, Targeting and Positioning
Segmentation
Hindustan Construction Company uses 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 real estate and construction industries throughout India. So the concept of targeting does not apply to Hindustan Construction Company.
Positioning
HCC maintains its position in high-quality projects. Hindustan Construction Company has a long-standing commitment to creating responsible infrastructure. Sustainability is an integral component of their approach to business and work practices.
Marketing Campaigns
Hindustan Construction Company – Outdoor Campaign
HCC’s outdoor campaign uses innovative road signs near their offices, on their construction sites, on on-road sites etc. The concept of the graphics was based on their vision of putting big ideas into action.
This campaign was a tremendous success since it attempted to raise brand awareness through a social media message.
Interview in EPC World Media Group
Amit Uplenchwar, Chief Executive Officer of Hindustan Construction Company gave an interview at EPC World Magazine. EPC World Magazine is the topmost business magazine and an effective platform to reach out to the main decision-maker in the construction industry.
It was a smart method of reaching out to the building industry’s key decision-makers and encouraging them to think about Hindustan Construction Company.
HCC Corporate Film
HCC Corporate Film is a short video that focuses on the message that HCC brings infrastructure alive. This video was uploaded on HCC Ltd YouTube Channel on Dec 10, 2019. This video did catch a lot of public attention. The reason behind the triumph was the unique campaign idea and the great use of marketing strategies like proper use of video marketing strategies and curating & promoting user-generated content.
Social Media Marketing
Hindustan Construction Company has accounts on all of the major social networking sites. Through their accounts, they emphasise their accomplishments as well as their plans.
- Facebook: On Facebook, HCC (Hindustan Construction Company) has a following of 23902 people. They use Facebook posts to announce their new initiative and projects.
- LinkedIn: HCC has a LinkedIn following of 190,322 people. The content on LinkedIn is the same as on Facebook, which encourages young people to seek employment here.
- YouTube: When it comes to Youtube, HCC has 19.9K subscribers and has uploaded 36 videos all related to their past and upcoming infrastructure projects.
Usually, they post about the launches, news and updates related to the projects. HCC needs to work on their online presence as it is very less when compared to big players. Out of all the social media platforms, Hindustan Construction Company posts more frequently on LinkedIn. They mainly post about the announcement of their new initiatives and projects and urge young people to apply for jobs here.
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. Interestingly, Hindustan Construction Company has a search volume of 9,900 per month, which is quite impressive.
According to Ubersuggest, the official website of Hindustan Construction Company has organic monthly traffic of 14,768, which is fairly amazing. Though, HCC needs to pay attention to SEO as its monthly organic visitors are decreasing since January 2022. Along with it, they also need to work on the SEO keyword ranking as it has stooped down from 10,000 plus keywords to 6,564 within 6 months. If you want to learn more about SEO in-depth, check out our short term SEO course through which you can extensively learn SEO.
Influencer Marketing
Surprisingly, Hindustan Construction Company has not tapped into influencer marketing.
All we can say is that HCC should get involved in sponsorship. This will not only foster a positive reputation but also help in building commercial contacts. They should also avail the benefits of influencer marketing as it will enrich the content strategy and boost the return on investment.
Ecommerce Strategies
Up until now, Hindustan Construction Company didn’t feel the need to enter the e-commerce field. We also come from the same school of thought that in the infrastructure industry, there is no necessity to expand a company to online avenues. The best approach in this field is to interact with the potential client through a direct medium.
Content Marketing Strategies
Hindustan Construction Company lacks solid content marketing as well. Content is king in all industries, and the real estate and infrastructure industries are no exception. HCC has posted a little related to their business areas, i.e., power, transportation, water, and industrial buildings on their website but it will be better if they focus on content strategy so that the youngsters go through and acquire knowledge.
As said above, content is king and if you want to attract your desired target audience, then nothing is better than delighting your audience with engaging content. Learn the latest content marketing strategies from India’s best digital marketing trainers and know how to create a content strategy that can ultimately help you to grow your business.
This ends our elaborative marketing strategy of Hindustan Construction Company. Let us conclude our learning below from the marketing strategy of Hindustan Construction Company.
Conclusion – What’s Unique in HCC Marketing?
Hindustan Construction Company’s revenue is increasing at a rapid pace. The company has made significant investments in superior engineering equipment, new and creative technologies, and key international partnerships. HCC, on the other hand, has not put enough effort into their marketing strategy. It’s high time to focus on the marketing aspect of the company, especially digital marketing, or else they’ll lag and it will be difficult for them to catch up.
Hindustan Construction Company must address the issue of a weak marketing strategy. Consumers heavily rely on digital when it comes to research. Everything in today’s marketing revolves around digital. Marketing is a pillar of every company’s success. Hence, one must pay attention to digital marketing as it’s the future of the next era.
Today companies are seeking digital marketers all over the place and if you want to become one then check out IIDE’s 4 Month Digital Marketing Course and become an industry expert in no time.
We hope this blog on the marketing strategy of Hindustan Construction Company has given you a good insight into the company’s marketing strategies.
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