Complete Marketing Strategy of Jaiprakash Associates

Updated on: Jul 13, 2022
Marketing Strategy of Jaiprakash Associates - 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 the online digital marketing course at IIDE - India's #1 digital marketing institute.

Practical assignments, case studies & simulations from Harvard Business Review helped the students from this course present this analysis.

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In a previous article, we learned about the Complete SWOT Analysis of Jaypee Group. In this blog, today we will elaborate on the Marketing Strategy of Jaiprakash Associates. 

The goal is to learn about Jaiprakash associates and how they became a significant business; since its founding five decades ago, Jaiprakash associates have been known for turning obstacles into opportunities.

In today’s modern world, as you can see we are surrounded by digital media and marketing is the main core of every industry. If you are curious to know more about digital marketing then do check out our Free Masterclass in Digital Marketing by the CEO and founder of IIDE, Karan Shah. 

Now, we will learn about the entire Marketing Strategy of Jaiprakash Associates by the end of this blog. Before diving deep into it, let’s begin by learning about the company, products, services, success story and many more. 


About  Jaiprakash associates – Company Overview

Jaiprakash Gaur founded Jaiprakash Associates Limited and served as its chairman. He worked for the Government of Uttar Pradesh after earning a Diploma in Civil Engineering from the now-defunct Indian Institute of Technology Roorkee (IITR) in Roorkee, Uttarakhand, in 1950. He later went into business for himself, beginning as a civil contractor in 1958. The Jaiprakash associates are now the country’s third-largest cement manufacturer. The group’s cement facilities are spread throughout ten states in India, with 18 plants producing 24 million tonnes of cement, with the capacity set to increase to 36 million tonnes by October 2011.

Engineering & Construction, Cement, Power, Real Estate, Expressways, Fertilizer, Hospitality, Healthcare, Sports, Information Technology, and Education are among the Group’s diverse infrastructure activities (not-for-profit).

They are all devoted to strategic infrastructure development as the key to nation-building in the twenty-first century. We strive for perfection in all we do with a dedication to excellence. It is the desire to turn every obstacle into an opportunity, to grab every chance to assure progress while being compassionate.

To attain excellence in all areas where Jaiprakash associates work. To supplement their core talents and implement the complete current technologies to overcome the roadblocks on their way to success. To achieve long-term growth while increasing shareholder value and meeting our responsibilities to help build a better India.


Quick Stats on Jaiprakash Associates
CEO Shri Manoj Gaur
CMO Vikas Soni
Area Served India
Industry Engineering & Construction, Cement, Power, Real Estate, Expressways, Fertilizer, Hospitality, Healthcare, Sports, Information Technology and Education (not-for-profit).
Market Share/ Revenue US$880 million
Vision To become India’s leading name in the field of infrastructure development and real estate.
Tagline Work For Safe, Healthy, Clean & Green Environment


Marketing Strategy of Jaiprakash Associates

Let’s look at Jaiprakash associates. And how Coolberg handles the marketing effort, among other things.

Segmentation, Targeting, and Positioning


Jaiprakash associates use 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.


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 Jaiprakash associates.


HCC maintains its position in high-quality projects. Jaiprakash associates have a long-standing commitment to creating responsible infrastructure. Sustainability is an integral component of their approach to business and work practices.

Marketing Campaigns

Marketing Strategy of Jaiprakash Associates

The logo and branding package for India’s first F1 racing stadium, Buddh International Circuit, promoted by Jaiprakash associates, has been presented by McCann Worldgroup TAG Ideation. Speaking on the development, Manoj Gaur, chairman of JPSI, said, “This is a unique and prestigious product, strengthening India’s ever-growing global stature. And hence we were very clear that we needed a partner who would not just bring a world-class branding solution to the table and build brand India with it. As soon as we saw the branding solution developed by our agency MWG TAG, we knew that we had the perfect answer.”

This campaign was initially successful but failed because of tax disputes and other legal issues.

Marketing Strategy of Jaiprakash Associates - Campaign 2

Jaypee Cement, a subsidiary of the Jaiprakash associates, signed cricketer Sachin Tendulkar as its brand ambassador. A campaign featuring Tendulkar is. 

The campaign used television, print, and OOH media. The brand also used the tagline Andar se solid. The motto consolidates the brand’s core values of trust, resilience, and stability.

Marketing Strategy of Jaiprakash Associates - Campaign 3

Jaiprakash Associates ran an advertisement on TV, which was very successful. The ad was basically about two small children and their conversation.

The tagline of this advertisement was NO DREAM IS TOO BIG.

Social Media Marketing

On social media, Jaiprakash Associates is not particularly active. They have a variety of social media handles on platforms such as Instagram, Facebook, Linkedin, and Twitter. Apart from LinkedIn, they are not active on other social networking platforms. For the past 1-2 years, most of the page’s interaction has been dead. Because the firm hasn’t been doing well in recent years, they haven’t advertised much in any media, which has had a detrimental impact on their business.

SEO Strategies

Marketing Strategy of Jaiprakash Associates - SEO

According to SEO rankings, the number of keywords should be less than 500, more than 1000, and more than 10,000. As we can see, has 2097 organic keywords, which is a fair number. That means Jaiprakash Associates digital marketing is gathering a lot of knowledge.

Also, monthly traffic is roughly 33K+, which is considered good.

Consequently, Jaiprakash associates  SEO techniques need to be improved while working hard enough to maintain the brand flying in the Google organic SERP rankings.


Influencer Marketing

Jaiprakash associates are not active on social media, so they have not done any kind of influencer marketing. Jaiprakash associates used actors and signed a famous cricketer Sachin Tendulkar during its aggressive advertising period.

Ecommerce Strategies

Jaiprakash associates is generally a B2-B business and have a product that mostly can’t be sold online, so they don’t have any specific E-commerce strategy.


Mobile app

Jaypee associates do not have a particular mobile app for their company.

Content Marketing Strategies

The colleagues of Jaiprakash are not particularly active on major social media sites, which is not good for business. The website is the sole place where you may publish material. They also distribute press releases promoting their product through a variety of outlets, including The Hindu, MoneyControl, The New Indian Express, and others.


This ends our elaborative marketing strategy of Jaiprakash Associates. Let us conclude our learning below from the marketing strategy of Jaiprakash Associates.


Conclusion – What’s Unique in Jaiprakash associates  Marketing:

In the marketing strategy of Jaiprakash associates, they advertise more strongly on Television and in a newspaper, but they should adopt modern media for advertising like social media. Jaiprakash associates are not very active on social media, so they should change that.

As the digital space is experiencing a boom in today’s world, a company needs to do better digital marketing. 

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 Jaiprakash Associates 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 Jaiprakash Associates check out our IIDE Knowledge portal for more fascinating case studies.

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