Breaking Down the Elements of the Marketing Strategy of JBF Industries

Updated on: Jun 28, 2023

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In our previous article, we learned in detail about the marketing strategy of a really fascinating brand Mother Dairy. In this blog, we will cover the marketing strategy of JBF Industries Limited, which stands at the shining pinnacle of success as the industry leader in the value chain of the polyester industry.

The objective is to learn about and gain insight into JBF Industries and how it has become the industry leader in the value chain of polyester.

So, as you can see, the world is now fully online and marketing is the backbone of every industry. If you’re interested in learning more about marketing, check out our free Digital Marketing Masterclass from IIDE’s CEO and Founder, Karan Shah.

Let us begin by getting a quick overview of the followed by the marketing strategy of JBF Industries.

About JBF Industries: Company Overview

marketing strategy of jbf industries-logo

JBF Industries Limited (JBF) was established as a private limited company on July 12th 1982 by the mind and work of Bhagirath Arya. It now stands on the shining pinnacle of success as a leader in the field of polyester chips and as one of the top 5 players in Polyester Partially Oriented Yarn (POY) in India, Polyester (BOPET) film, as well as various grades for bottles, film, and polyester chips in textile quality.

JBF became a public limited company in 1986. The company has achieved phenomenal growth since becoming a public limited company, as evidenced by a 250-fold increase in its turnover.

Today, JBF is one of the leading companies in the polyester value chain not only in India but abroad also. Despite the company’s focus on the Indian market, it has never lost an opportunity to cater to the growing polyester markets around the world. The company is among the top 5 domestic market leaders in textile quality scrap, bottle chips, and semi-oriented yarn. Internationally, JBF is also among the top 10 producers of chips and polyester films for bottles. JBF’s brand value has made its products well-accepted by most domestic customers as well as many multinational corporations.

JBF has maintained its commitment to quality for its customers. The company is certified by the ISO, 9001 quality standards system as well as the ISO, 14001 certificates for environmental management.

With a commitment to continuous growth, the company has never lost focus on managing its operations as efficiently as possible, always keeping the interests of its shareholders in mind.

Quick Stats on JBF Industries

CEO Mr Rakesh Gothi
CMO Bharat Doshi
Area served India and the worldwide
Industry Manufacturer of polyester chips, bottle grade PET, partially oriented yarn, Textile grade Polyester chips etc.
Market Share/revenue 761.89 Cr – March 2022
Vision Achieve Customer Satisfaction through continuous Up Gradations & Innovations
Digital Marketing Academic Challenge 2024 - DMAC

Marketing Strategy of JBF Industries

Let’s learn about the marketing strategy of JBF Industries! How JBF Industries carries the various elements of the marketing. And how are they being utilized in the marketing strategy of JBF Industries?

1. Segmentation, Targeting & Positioning

Segmentation can help a company focus on key features and provide customers with features they are likely to use. Corporate consumers have a wide range of needs, wants, and demands, as well as locations, resources, access to technology, different cultures, purchasing attitudes, and the way they use products and services. Their various segments include polyester film, steel pipes, polypropylene films, and steel pipes.

Market segmentation is the process by which JBF Industries divides the total market into smaller segments and groups with similar characteristics, buying habits, socio-economic status, etc. This is done to communicate more efficiently and effectively with the target audience.

The target audience of JBF Industries is mostly anyone who uses these products in any industry. Industries that make heavy use of them include consumer durables, transportation, construction, and packaging.

JBF Industries is a well-known brand in the chemical and industrial products industry. With the industry’s lower production costs and direct connection to consumers through e-commerce and other online retail tactics, brand positioning and product uniqueness are becoming increasingly important.

JBF Industries needs to position its product to create a distinct image and provide a specific identity/reference point for the product and services in the customer’s mind. Brand positioning and product differentiation were increasingly important due to the reduction of production costs in the textile and non-apparel industries and direct access to consumers through e-commerce and other online retail strategies. When it comes to their location, they are one of the biggest front players in poly films.

2. Marketing Campaigns

Customers of JBF Industries’ products and services have easy access to their products through its distribution network. 

JBF Industries currently has no marketing campaigns. JBF Industries uses the same marketing techniques as its competitors. The marketing campaign that they can follow from their competitors is TV advertising, newspaper advertisement launch, short company film launch, and other marketing ideas.

JBF Industries is launching such advertisements and other media campaigns to increase its presence in India and other foreign countries. To create customer value and build relationships, JBF Industries needs to work not only with marketing partners but also with channel partners. 

3. Social Media Marketing

One area where JBF Industries can improve is – marketing communication and promotion, especially social media communication strategy and consumer-generated marketing efforts. JBF Industries may use social media platforms such as Facebook, Twitter, YouTube, Instagram, etc. to create consumer engagement. This can prove to be an amazing marketing strategy of JBF industries.

marketing strategy of jbf industries-linkedin

JBF Industries has a Facebook page – JBF Industries Ltd., Athola, Silvassa, Dadra. They have around 635 Followers and around 625 likes. 

They are not really active on their Facebook Page and we can say that they didn’t post much content on their Facebook Page. JBF Industries is not active on any social media platform. If they maintain their Social Media Platforms then it will increase their presence on online platforms and it will ultimately increase their revenue.

On LinkedIn, they just have around 1,544 followers.

4. SEO Strategies

marketing strategy of jbf industries-SEO

According to SEO ranking, the number of keywords said to be below 500 is bad, above 1000 is good, and 10000+ is awesome. As we can see, has 520 organic keywords and is considered good. This means that JBF Industries’ digital marketing is getting insights but needs to improve.

Also, traffic per month is around 2,804, which is known as the average. Therefore, JBF Industries still needs to improve its SEO strategies while working hard enough to keep the brand on the rise in Google SERP organic results.

5. Influencer Marketing

JBF Industries has not done influencer marketing till now, but if they go with influencer marketing, it can improve their brand recognition.

6. E-commerce strategy

Speaking of e-commerce strategies, JBF Industries has a website from which you can learn about their products and ask a query. Also, you can easily get their contact details from their website.

However, since they do not sell its products through its website, the company’s management needs to work on its e-commerce strategies on its website, which will increase revenue and expand the company’s market reach.

7. Mobile Apps

JBF Industries does not run any mobile operations. So the company needs to improve some apps from its side to increase sales and engage more with people. In order to get benefits from mobile apps like building rapport and loyalty with customers, increasing brand awareness, visibility, and availability as well as increasing sales, brand strengthening, and many more, most industries have started developing mobile apps to boost their core business activities.

8. Content marketing strategy

JBF Industries is a business-to-business company that does not require content marketing. They only make LinkedIn posts, which is good and can be improved a bit more. They can also have a blog section on their website to provide customers with the right information about products, plans, and projects.

This concludes our elaborate marketing strategy of JBF Industries. We conclude our learning below from the marketing strategy of JBF Industries.

Digital Marketing Academic Challenge 2024 - DMAC


JBF Industries is India’s largest producer of BOPET and Polyester Partially Oriented Yarn (POY). Their biggest shortcoming is a lack of marketing effort. Marketing is a key function of a company’s existence, and digitization is increasing rapidly in the current context.

They will need a strong SEO foundation to increase monthly traffic and sales, but they still have a long way to go. The company must be focused on hiring digital marketers and marketing professionals in the hope that they will consider this move to achieve the desired results.

Since the pandemic, the importance of digital marketing has increased dramatically and continues to be there; it moves from a “nice to have” skill to a “must have” skill. Almost every other business, like JBF Industries, is looking to strengthen its digital presence.

We hope this blog on the marketing strategy of  JBF Industries has given you a good insight into the marketing strategies of the company. If you enjoy the in-depth analysis of companies like the marketing strategy of JBF Industries, check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the blog. What are your views about the marketing strategy of JBF Industries? Do share your thoughts 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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