In our previous article, we learned about the marketing strategy of Flyrobe, a highly successful India’s first and largest fashion rental service store chain. In this blog, we will dig into the marketing strategy of JK Cement – which is India’s largest cement manufacturing company.
The objective of this blog on the marketing strategy of JK Cement is to guide you through insights into how JK Cement became India’s best cement manufacturer. In today’s era companies acquire customers – through digital marketing. As users across the world go digital, marketing has followed them into the digital realm as well.
So, as you can see, the world is fully online now, and marketing is the rib of every industry. If you are interested to know more about marketing then do check out our Free Masterclass on Digital Marketing by the CEO and founder of IIDE, Karan Shah.
In this case study, we will go through the marketing strategy of JK Cement, its STP, marketing campaigns, social media marketing, and SEO strategies.
About JK Cement
JK Cement Limited (JK Cement) is one of India’s leading cement manufacturing companies. It is a subsidiary of Lala Kamlapat Singhania’s J.K. Organization, which was formed in 1918. J.K. Cement was established in 1975 and the first cement plant was based in Nimbahera in Rajasthan.
The company produces Ordinary Portland Cement (OPC) grey cement, as well as Portland Pozzolana Cement (‘PPC’) under grey and white cement. J.K. Cement and Sarvashaktiman are for OPC goods, J.K. Super for PPC products and J.K. White and Camel for white cement products are the brands used.
With the establishment of a green-field dual process white cement-cum-grey cement factory in the free trade zone of Fujairah, United Arab Emirates, the company has made its first overseas incursion, catering to the GCC and African markets. The factory in Fujairah has a White Cement capacity of 0.6 million tonnes per year, with the ability to switch to Grey Cement production of up to 1 million tonnes per year.
JK Cement was also the first cement company to build a waste heat recovery power plant to meet the growing need for green energy. The company now has a captive power generation capacity of over 140.7 MW at its various locations, including 23.2 MW of waste heat recovery power plants. From 1998 to 2004, the company’s Nimbahera facility’s aggregate installed capacity was expanded to 2.8 MTPA with upgrades to kilns and cement mills, among other things. It has overseas manufacturing operations in Mexico, Indonesia, Romania, Belgium, Portugal, the UAE, and Switzerland.
| CEO | Mr Madhav Krishna Singhania |
|---|---|
| CMO | Mr A.K. Saraogi |
| Area Served | Asia and Africa |
| Industry | Cement & Construction |
| Market Share/ Revenue | Rs 2,337.90 |
| Vision | To be the preferred manufacturer of cement and cement-based products that are involved in nation-building engages with its community, and cares for all stakeholders. |
| Tagline | Build Safe |
Marketing Strategy
STP – Segmentation, Targeting, and Positioning
STP is a comprehensive framework that explains and streamlines the market segmentation process.
- Segmentation: JK Cement separated its customers into three sections: Tier I/II/III cities, Public Sector/Private Sector, and Customer/Builder.
- Targeting: Its main target is local customers and builders in both the public and private sectors in all-tier cities.
- 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.
What’s Unique in JK Cement’s Marketing?
We saw in the marketing strategy of JK Cement that J.K Cements Ltd. is a successful company. They market their products with a socially relevant topic which helps them to beat their competitors in the market. Overall, the marketing strategy of JK Cement is very good and also they are using the best marketing ideas. It uses the recent marketing key which is digital marketing, they provide online campaigns through social media platforms like Facebook, LinkedIn, YouTube, etc. Their most famous ad film #YehPuccaHai has a great impact on society, got many good reviews and also has a great number of viewers on all social media platforms.
Digital marketing is important because it allows a firm to communicate with its customers while they are online, and it can be used in any industry. It connects businesses to potential clients on Google via SEO and PPC, on social media via social media marketing, and on email marketing. If you would like to learn more and develop skills, check out Online Digital Marketing Course to learn more. Or else you can attend one of our free online masterclasses held by IIDE’s CEO, Karan Shah which will give you a glimpse into the world of digital marketing.
We hope this blog on the marketing strategy of JK Cement has given you a good insight into the company’s marketing strategies.
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