360° Marketing Strategy Of JK Cement With Campaigns & Target Audience

Marketing Strategy

STP – Segmentation, Targeting, and Positioning

STP is a comprehensive framework that explains and streamlines the market segmentation process. 

1. Segmentation: JK Cement separated its customers into three sections: Tier I/II/III cities, Public Sector/Private Sector, and Customer/Builder. 
2. Targeting: Its main target is local customers and builders in both the public and private sectors in all-tier cities.
3. Positioning: Finally, the position of JK cement as A Strong Cement Brand.

Marketing Campaigns

JK Cement’s recent ad film #YehPuccaHai, which was created in conjunction with Social Cloud Ventures, has received over 2.3 million+ YouTube views as well as 25.5 million Facebook and Instagram impressions. Across all social media channels, the campaign has received over 31 million impressions.

“One of the major insights behind the campaign was to illustrate how JK Super Cement as a brand always stands for building secure structures with a firm foundation,” says Pushp Raj Singh, President of Marketing, JK Cement Ltd (Grey Cement Business). The ad also supported and encouraged our unsung labour who work hard every day to build a safe nation. JK Cement and the whole nation salute to the spirits of millions of construction workers. 

The objective of JK Super Cement is to offer safe houses for all, as stated in its brand tagline, “JK Super Cement – Build Safe!” “Pucca” has been creatively used in all of JK Super Cement’s brand positioning to emphasize the company’s devotion to strength, consistency, and longevity.”

JK Cement launches the social media campaign ‘Yeh Yaarana Pucca Hai’ – a short film on true friendships! With the purpose to raise awareness about the crucial inclusive society, JK Cement founded its digital social media campaign titled Yeh Yaaran Pucca Hai #YYPH. The campaign was launched as a part of a big endorsement, “Banaye Har Raah Aasaan”, at this campaign JK Cement gained a historic accomplishment by building 251 slopes in schools for disabled children in one single day around the districts of Jaipur, the Rajasthan on 5th August 2021. 

JKCement WallMaxX launches #AndarSeSundar campaign 

JK cement WallMaxX (formerly known as JK Wall Putty), introducing a campaign #AndarSeSundar that honours people who are good from within. #AndarSeSundar’s message was delivered in a humorous yet heart touching way. In the campaign they try to convey about the fake fossy goods available in the market, they wanted to create a point of view on being good inside and out. The campaign was very successful with the views of 1.1 million on the youtube channel. The hashtags, promotions and advertisements were on the point. 

Social Media Marketing

JK cement is active on all the social media pages, the social media pages are well maintained and it also has a nice amount of audience. Most of the social media content is for grown-up audiences.

Twitter: @JKCementIndia

It has 5.6K Twitter followers.

Facebook: JK Cement Ltd

JK Cement has facebook followers of 3.29 lakh people.

Youtube: JK Cement Ltd.

It has an amazing youtube channel with 22.1K subscribers.

The most followed social media account of JK Cements is Facebook with an overall of 3,20,369 followers. They also share a lot of interesting content through YouTube as well. They mostly post content based on family, house, etc to show the importance of strong cement. LinkedIn, Twitter, Youtube, Facebook, Instagram, and even some of the younger platforms like TikTok allow marketers to connect and engage potential customers where they are. Marketers can engage their audience with a solid social media strategy and the ability to offer interesting content.

SEO Strategies

SEO strategy has no other alternative and JK cement has done this part very well. It has an overall of 6K plus organic keywords which is outstanding work by the SEO team in JK cement. The site also has organic monthly traffic of around 74 thousand plus viewers the rest comes from paid marketing campaigns, which is very great for an organization like JK Cement to showcase its mission and vision to its customers. The traffic to the website is fluctuating from Oct 2021-Mar to 2022 but it is not coming down to the starting point.

To put it another way, good SEO boosts your brand’s online presence and keeps the brand soaring in the Google organic SERP results. This means that as more people visit your website, the more online traffic you’ll have and the more probable you’ll be able to offer your product or service to a broader audience. If you want to learn more about SEO in-depth, check out our short term SEO course through which you can extensively learn SEO.  

Influencer Marketing

Famous Indian cricketer Virender Sehwag is the face of JK Cement. He signed as a brand ambassador in 2013, he has appeared in many Ad campaigns and he is the main influencer of JK Cements Ltd. JK Cement doesn’t use any social media influencers to boost its brand reputation. 

Influencer marketing extends your reach and increases your standing in the industry. By following you on social media, users can learn more about your company, your story, and the products or services you offer. One of the most visible benefits of social media marketing is the role influencers play in increasing brand awareness.

Ecommerce Strategies

JK Cement is selling construction materials such as grey cement, white cement, and other products which are heavy and not easy to transport like small products, so in this case, selling products online is not practical for this organization. So, they are not selling any of their products through online portals. You may find it challenging to deliver the same level of service to your customers as you would in a real store if you own an e-commerce business or conduct some online selling.

Mobile Apps

The company has a mobile App called DNA-JK Cements, DNA stands for Dealer Network Automation System. It shows that sales, invoicing, and ledgers are all visible from a financial and administrative standpoint. Dealers can get real-time information, as well as key sales and order tracking. A comprehensive tool created just for JK Grey dealerships.

Content Marketing Strategies

Content marketing is a type of online marketing that focuses on generating, publishing, and distributing relevant content to a specific audience. JK Cement has a very unique content marketing strategy as compared to their competitors because they are giving more campaigns where the content is directly related to the people of society and also to show cement quality and how strong their cement is. They have many newspaper articles to show their market position and also their performance in the stock market. There are also many blogs to show their vision for society’s future.

This ends our elaborative marketing strategy of JK Cement. Let us conclude our learning below.