Extensive Marketing Strategy of Ircon International – Detailed Explanation

Updated on: Jun 5, 2022
Marketing Strategy of Ircon International - 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 this case study, we will carry out a detailed discussion on the Marketing Strategy of Ircon International. Indian Railways, Ministry of Railways, Government of India owns Ircon International (Indian Railway Construction Limited), a construction and engineering business specialising in transportation infrastructure. 

As consumers across the globe are preferring to go digital these days, marketing has always been a piece of heart and a bit of the company’s DNA that can either create it or destroy it and the marketing strategy of Ircon International has been gaining quite a lot then.

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Overview of IRCON

Ircon International Limited (IRCON), an administration organisation integrated by the Ministry of Railways ( Central Government ) under the Companies Act, 1956 on April 28th, 1976 primarily under the name of Indian Railway Construction Company Limited. IRCON has spread out its operations in different parts of the world. 

Though their core competence is Highway Construction, EHP sub-station (engineering and constructions), MRT and Railways, in Construction Organisations, IRCON is a broadened and specialist company that has multi-utilised & covered the whole spectrum of construction services and activities in the sector of Infrastructure. 

As IRCON is an active participant in terms of building prestigious nation projects, it operates in difficult terrains and regions of India and abroad and maintains a highly competitive work environment. 

IRCON has completed 300 Infrastructure Projects in India and more than 100 projects around the world in more than 21 countries. 

It is the leading turnkey construction organisation known for its commitment, consistency and quality in terms of its performance in the public sector.


Quick Stats on Ircon International
CEO Shri. Yogesh Kumar Misra
CMO Shri. Dipendra Kumar Gupta
Area Served Worldwide
Industry Construction & Infrastructure
Market Share/ Revenue 42.15 crores (INR)
Vision To be well-known and recognised nationally and internationally as a construction & infrastructure organization equivalent to the finest in the field covering the entire spectrum of construction services & activities in the infrastructure sector.
Tagline A Government of India Undertaking


Marketing Strategy of Ircon International 

The marketing strategy of IRCON refers to the company’s entire game plan for reaching out to potential customers and converting them into paying customers. The company’s statistics on target customer demographics, value proposition, core brand message, and other high-level elements are all included in a marketing plan.

Segmentation, Targeting and Positioning

In today’s marketing, segmentation targeting positioning marketing is a key notion. Without it, marketing programmes would be generic, lack individuality, and be unable to convert at a level that most businesses would consider effective.

Let’s take a look at the STP Model’s complexities and see how putting it into practice produces incredible results.

Projects are divided into segments depending on the following criteria:

  • Preference
  • Location
  • Tender etc.

Segmentation of Ircon International Limited: IRCON has divided its services into four business parts – Engineering, Procurement and Construction, Public-Private Partnership, Project Management Consultancy, and Real Estate.

The sectors that are served in Industry are Railways, Highways, Bridges & Flyovers, Buildings, Electrical, Signalling & Telecom, Mechanical, Coach factories, Station Building, MFC, and Aviation.

Targeting of Ircon International Limited: For the most part, IRCON’s pick out is big firms & different countries but the main target of IRCON is to expand its footprint in high technology and gain high-value projects.  

Positioning of Ircon International Limited: IRCON is a stiff competitor to many and has a strong financial position. They intend to capitalise on their advantageous position in the market. Also, IRCON has positioned itself as a brand that focuses on construction &  infrastructure leadership. 

Marketing Campaigns

Technically, Ircon International Limited has never really had any marketing campaigns or did any advertisement for its company but because of its commitment to well-known quality projects, it got famous in no time. Now, it has become the most crucial organisation for any media to talk about. Influencers, recruiters & hiring agencies to give their campaigns on IRCON for jobs, careers, placements, etc. through various social media channels.

Social Media Marketing

The company can be found on Google as well as on Wikipedia. They have their website to be known as “www.ircon.org”.  

  • Facebook: https://www.facebook.com/IrconOfficial/ 
  • Instagram: NA
  • Youtube: https://youtube.com/c/IrconInternationalLimited 
  • Twitter: https://twitter.com/irconofficial?s=21&t=txb65f8vrVvywcidkxENrQ 
  • LinkedIn: https://www.linkedin.com/company/ircon-international-ltd-/   

Although Ircon International Limited doesn’t have any handles on Instagram, people around the world have built their hashtags for them such as #irconinternationalltd, #irconinternationallimited, #irconInternational, etc.

The most followed social media channel of Ircon International Limited is Twitter with 7,677 followers currently. They are mostly active & updated with their projects and notices on their official website.

SEO Strategies

Marketing Strategy of Ircon International - SEO

Search Engine Optimization strategy has no other alternative and IRCON is trying well in it. It has an overall of 4.5K+ organic keywords which is quite great work by the SEO team of Ircon Intl Ltd.

This site also has organic monthly traffic of around 47,285 visitors which is impressive. The domain authority has ranked IRCON 39 in its search engine ranking score. And it has nearly 45,470 incoming hyperlinks from other websites to its domain.

Influencer Marketing 

Marketing Strategy of Ircon International

Although IRCON hasn’t tied up or done any advertisement or marketing campaigns with any celebrities or influencers officially. However, advertisements & marketing campaigns done by the Ministry of Railways are good enough to promote IRCON indirectly. 

E-commerce Strategies

IRCON sells services related to buildings & infrastructure such as airport terminal buildings,  railway engineering, execution of highways & roads, cable-stayed bridges, & many more. These kinds of services can only be offered on-site and hence, they don’t have any online portal for selling.


Mobile Apps

Marketing Strategy of Ircon International - Mobile App

IRCON has an android mobile app, available on the google play store known as “IRCON PROJECT INFO”. 

This app gives you access to information about IRCON projects. Also, they’ve showcased photos & videos of their ongoing & completed projects, domestic reports, corporate films, organisational news, & last but not least their contact info.


Content Marketing Strategies

IRCON is more into doing things and so they are not much into updating content information on social media handles. But news media channels do post their upcoming events & efforts online or on their TV news channels on behalf of them.

Also, the media never forgets to post about IRCON’s job vacancies with thorough details & importance of placements. 

IRCON’s main focus is to effectively position the company for construction needs in every economic or geographic changing scenario.


This ends our elaborative marketing strategy of Ircon International. Let us conclude our learning below from the marketing strategy of Ircon International.

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What’s unique about Ircon Internation’s marketing strategy? 

This blog objectively discussed on Marketing Strategy of Ircon International Limited. IRCON’s market principles are unlikely to change, and positive cooperation, as well as business integration, demonstrate that it is largely a market-driven economy with massive trade and positively increased FDI inflows into the infrastructure sector, as well as a strong supply chain network supported by various organizations, indicate positive economic activity. 

IRCON is famous for its quality projects & well known for good environmental atmosphere for employees & staff members even during hectic times at work.  Also, their job vacancies related stuff are always a prime topic to talk about for career seeking professionals as every week news channels give a slight idea on it on their media platforms.

The only bluff about IRCON is their strategy for digital marketing is out of sorts. When it comes to IRCON’s problems, the most serious one is a lack of marketing initiatives. Marketing is a critical component of every company’s success, and in today’s world, the area is fast digitising.

Digital Marketing is extremely important in today’s age. 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 Ircon International has given you a good insight into the company’s marketing strategies.

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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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