Extensive Marketing Strategy of Kirloskar Brothers With Detailed Overview

Updated on: Aug 14, 2022
Marketing Strategy Of Kirloskar Brothers - 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 IIDE's online digital marketing courses in India.

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

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Previously, we tackled the SWOT analysis of Kirloskar Brothers. In this blog, we are moving to detail the marketing strategy of Kirloskar Brothers – India’s pump manufacturing brand.  

The purpose is to learn and obtain intuitions about Kirloskar Brothers and how it developed into India’s manufacturing brand and Kirloskar brothers point to become a sizable pump manufacturing company in India.  

So, as you can see, the earth is completely online at present and marketing is the backbone of every sector. If you are fascinated to know further about marketing then you should check out Free Live Masterclass on Digital Marketing by the Chief Executive Officer (CEO) and the founder of IIDE, Karan Shah. 

We will learn the whole marketing strategy of Kirloskar Brothers by the end of the blog. Before diving deep into it, let’s start with the company overview.

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About Kirloskar Brothers – Company Overview

Kirloskar Brothers Limited was established in 1888 and incorporated in 1920 as a flagship company of the Kirloskar Group. Kirloskar Brothers are the market leader in fluid management, KBL provides fluid management solutions for large infrastructure projects in the areas of water supply, power plants, irrigation, oil & gas and marine & defence. 

The company engineers and manufactures industrial & petrochemical, agriculture & domestic pumps, valves and hydro turbines. Kirloskar Brothers Limited headquarters are located in Pune, Maharashtra. Kirloskar Brothers are meeting the pumping demand of every industry. It expands its presence internationally. It also owns a wholly owned subsidiary in Thailand.

Quick Stats on Kirloskar Brothers
CEO Mr Sanjay Kirloskar
Area Served Worldwide
Industry Pump Manufacturing
Market Share/ Revenue $700 Million
Vision To leave the industry through reliable, intelligent hydraulic machines & systems providing superior value and ensuring customer delight.
Tagline Limitless


Marketing Strategy of Kirloskar Brothers

Let’s learn about the marketing strategy of the Kirloskar Brothers and how the brothers carry out the marketing campaign, etc. 

Segmentation, Targeting, and Positioning  

The target is mainly those involved in farming and industrial work. This is because water pumps are used primarily in farming and industries. Their pumps are widely used in industrial and domestic segments. Their current customer base ranges from heavy industries like power generation, steel and chemicals to the mechanic in their workshop and the farmer in the fields. 

Kirloskar brothers made a position in the market by being the pump manufacturing brand in India. India’s also known for farming and also for industrial work. We need water pumps. With these water pumps, the work of farmers and industrialists becomes easy.  

Their position is very high in the market because their pumps are beneficial for farmers and industrialists. It is well known for its skill development which is rated Which has brought them to the top. 

Marketing Campaign  

Marketing Strategy of Kirloskar Brothers - Van Campaign

Kirloskar brothers conducted a van campaign all over India throughout the accounting year 2018-2019 to promote and generate awareness about its product and solutions all over the well-known regional markets. During the campaign, the company also ran numerous promotional offers including the disbursement of discount coupons to prospective customers.


Marketing Strategy of Kirloskar Brothers - Agri Intex

In the event of Agri Intex 2022, the Kirloskar brothers kept a stall to grab the attention of the visitors with their unique and fabulous pumps.

As we all know the Kirloskar brothers are the ones to bring the pump in the country way back, they continue to innovate and develop the high-quality requirement of the customers till the date. 

In the event, the crowd loved the stall of Kirloskar brothers and kept interest in their pumps and equipment. 

24months warranty 

Marketing Strategy of Kirloskar Brothers - 24 months warranty

On November 17, 2021, the Kirloskar brothers released a post on their social media about the 24 months warranty on KBL submersible pumps. This post was very eye-catching to the customers because of its way of delivering the message “aaj he aapne pump ka register kare tatha maan ki shanti sunikshit kare.”

Many people ordered and registered their pumps after this advertisement. 

Social Media Marketing

On social media, Kirloskar Brothers are in fierce competition with other companies in its sector. Kirloskar Brothers have an overwhelming number of followers, engagement on posts and a great social media presence on Facebook, Twitter, Instagram, LinkedIn, etc in addition to its website.

Kirloskar Brothers have more followers on Instagram than on Facebook. The Instagram and Facebook handle has followers ranging from 1080 to 5860. They are more active on Instagram than on Facebook.

The posts on Instagram and Facebook are similar and related to the promotion of new products, festival wishes, sustainability, events & exhibitions announcements, leaders & achievers’ birth anniversaries etc. and many more. You can check out Kirloskar Brother’s Instagram to know more about their content strategy on social media.

SEO Strategies 

Marketing Strategy of Kirloskar Brothers - SEO

According to SEO ranking, It is said that the number of keywords below 500 is bad, above 1000 is good and 10000+ is amazing. We can see that https://www.kirloskarpumps.com/ has 5,442 organic keywords and it’s considered as good. That means the digital marketing of the Kirloskar brothers is gaining a good number of insights.  

Also, the traffic per month is around 78,000+ which is known as great. Hence, The Kirloskar brothers are doing good but still need improvements in their SEO strategies while working hard enough to keep the brand soaring in the Google organic SERP results.

Influencer Marketing

The process of identifying, engaging, and supporting individuals who initiate conversations with a brand’s customers is known as influencer marketing. It is a growing trend used in public relations campaigns. In recent years, this strategy has become increasingly focused on social media, allowing brands to market through social media influencers. Influencer marketing will also be a big trend in 2022 and beyond.

Influencer marketing, which mixes brands and influencers working together, maybe a strong strategy that may help businesses develop. It is a marketing approach that’s been employed successfully by thousands of organisations and brands for over a decade and is still growing.

Hence, the Kirloskar brothers do not collaborate with any Youtuber, blogger, etc. for their marketing purpose.  

E-commerce Strategies

In talking about e-commerce strategies Kirloskar Brothers have its website from where you can get to know about their products and make an inquiry. Also, you can easily get their contact details from their website. 

However, because they sell their products through their website, the management of the company has to work on their e-commerce strategies on their websites, which will raise revenue and expand the company’s market reach.

Mobile app

Marketing Strategy of Kirloskar Brothers - Mobile App

Kirloskar brothers have the mobile app KBLOne4All and it is available on android and IOS phones. In this app, all information related to the company is available. Users can easily access their mobile accounts and can buy the products. 

Content Marketing Strategies

In the content marketing strategy, Kirloskar Brothers on their social media and website cover blogs and articles with topics that interest their target audience. The content that Kirloskar Brothers publish on their website includes success stories of Kirloskar Brothers, they have a section where users can access the latest news and updates on upcoming events conducted by the group. 

Marketing Strategy of Kirloskar Brothers - Content Marketing Startegy

In the section – Media Centre on the website, the company also generates its in-house magazine by the name cascade. Overall, Kirloskar Brothers produce and publish a plethora of content according to their consumer’s content taste and preference. You should definitely once visit the website of Kirloskar Brothers to check the content marketing strategy of the brand.

The group also actively posts on social media platforms. They never tried to directly sell their brand, but rather they followed the path of indirectly promoting it through engaging and informative content. 

We know you also want to attract and engage your desired target audience without forcing them to make purchases. Well, for that, you’ll need to muster a basic understanding of how to create a holistic content marketing strategy to ultimately convert customers into paying customers without insisting them to pay.

This ends the elaborative marketing strategy of Kirloskar Brothers. Let us conclude our learning below from the marketing strategy of Kirloskar Brothers.

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Conclusion – What’s unique in Kirloskar Brothers Marketing? 

In the marketing strategy of Kirloskar Brothers, we saw that Kirloskar Brothers is gaining love and support from all the places in the world. The popularity of pumps is increasing among farmers and industries. Though Kirloskar Brothers lack in its digital marketing methods, it is still trying to evolve and grow in the digital sector.

Today, digital marketing is the heartbeat of an organisation’s marketing efforts and the one which can stay ahead of its competitors through using innovative digital marketing strategies is the one that leads the industry.

Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.

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 Kirloskar Brothers 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 Kirloskar Brothers check out our IIDE Knowledge portal for more fascinating case studies.

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