Extensive Marketing Strategy of India Glycols – Complete Overview

Updated on: Jun 29, 2022
Marketing Strategy of India Glycols - Featured Image

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In this blog, we are going to learn about the Marketing Strategy of India Glycols, It’s a leading company that manufactures green technology-based bulk, chemicals and natural gums, spirits, industrial gases, sugar etc.

The objective is to learn and get knowledge about how India Glycols manufactures chemicals including glycols, ethoxylates, glycol ethers and acetates and various performance chemicals.

So, if you want to get more knowledge and if you are interested to know more about marketing then do check out Free Masterclass on Digital Marketing by the CEO and founder of IIDE, Karan Shah.

We will learn the marketing strategy of India Glycols by the end of the blog. Before that let’s know about the company’s profile in depth.

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About India Glycols

The company was established as a single mono ethylene glycol plant in 1983. It’s a leading company that manufactures green technology based on the product list bulk, chemicals and natural gums, spirits, industrial gases, sugar etc.

IGL has integrated facilities to manufacture chemicals including glycols, ethoxylates, glycol ethers and acetates and various performance chemicals.

  • IGL’s Businesses:

IGL’s chemical division started manufacturing ethylene oxide and derivatives. With the emphasis now shifting to green manufacturing the chemical division is well poised to meet the industry’s need for environmentally responsible products and production techniques.

  • Exports: 

It looked to leverage the export potential of its products. The company has therefore initiated the process of aligning to emerging global trends and has established facilities and operations that are in compliance with the global manufacturing process.

  • Customer Focus:

The company strives to achieve excellence through proactively customer needs and requirements. IGL’s R&D function is not only driven by organisational needs but more importantly by customer needs. Its R& D centre employs state of art equipment that empowers IGL scientists and engineers to consistently deliver customised solutions that meet and at times even exceed customer expectations.

Quick Stats on India Glycols
CEO Mr Rupark Sarswat
Sr. Marketing Manager N/A
Area Served The manufacturers in India only
Industry Chemical Industry
Market Share/ Revenue The estimated annual revenue is currently 2963 Cr.
Vision To be one of the most respected and innovative manufacturers of internationally sustainable products derived from natural, green or renewable resources, which add value and continuous growth to all stakeholders and the society at large.
Tagline N/A


Marketing Strategy of India Glycols

Let’s have a look at the marketing strategy of India Glycols.

Segmenting, Testing and Positioning

STP segmentation in the marketing strategy of India Glycols, the first use of marketing strategy of any kind of business objective of the business then target audience based on demographics, geography and purchasing power, lifestyles, or hobbies, divide 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., which is here at India Glycols is not necessary as it is a b2b industry.

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

India Glycols positioned itself as India’s leading chemical manufacturing industry. It’s based on the product list bulk, chemicals and natural gums, spirits, industrial gases, sugar etc.

Marketing Campaigns

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

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

Social Marketing 

India Glycols  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 11,426 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

Marketing Strategy of India Glycols - SEO

As we see the SEO ranking, it has shown that the Number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see, www.indiaglycol.com has 3094 organic keywords and that is very good. That means the digital marketing of India Glycols is gaining a good number of insights. 

Also, the traffic per month is around 15K+ which is also good but they can focus more on SEO strategies while working hard enough they can keep the brand rank higher in Google organic SERP results.

Influencer Marketing

Influencer marketing is not required in such a company which is chemical-based and here to influence someone is not required as such. As the business is not one-on-one it’s of the company that manufactures and sells. 

Mobile Apps

India Glycols doesn’t have any Mobile apps yet. As this is a b2b manufacturing company yet they haven’t made any mobile app for the same.

E-commerce Strategies 

Talking about the e-commerce strategies India Glycols has a website from where people get to know about the products, what they manufactured and what their milestone is.

Content Marketing Strategies

India Glycols is not active on social media so they do not have much content to showcase. But I think they should be available on social media channels as social media is very fast growing these days and people use it to search for every kind of business on social channels. They can be active on Instagram and Facebook.

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

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What’s unique in India Glycols’s marketing?

In the marketing strategy of India Glycols, we have seen that and noticed that India Glycols is not doing any kind of marketing and not applying any marketing strategy. The uniqueness of being India’s leading manufacturer in chemicals green technology-based bulk. As they are in the b2b leading manufacturing, they are not into marketing. They just can make a social media presence so that people would get information regarding the chemicals and the products and the stats of the company.

The company is not taking any steps towards marketing, they need to have a strong SEO base so that its monthly traffic increases its presence as well as sales; nevertheless, they have a long way to go.

Almost every other firm, like India Glycols, 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 India Glycols 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 India Glycols check out our IIDE Knowledge portal for more fascinating case studies.

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