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.
| 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
Segmentation
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.
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 Jaiprakash associates.
Positioning
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
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.
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.
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
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, http://jalindia.com/index.html 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.
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