Complete Marketing Strategy of Kirloskar Oil Engines Limited – Detailed Overview

Updated on: Aug 14, 2022
Marketing Strategy Of Kirloskar Oil Engines - 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.

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In our earlier article, we learned about the SWOT analysis of Kirloskar Oil Engines. In this article, we will go over the extensive marketing strategy of Kirloskar Oil Engines Limited which specializes in the production of air-cooled and liquid-cooled diesel engines, as well as diesel generating sets.

The main objective is to provide you with information on Kirloskar Oil Engines’ transition from producing a wide range of agri-engines and diesel engine pump sets that already have served and continue to perform the irrigation requirements of generation after generation of farmers with 4 facilities employing over 3100 people with 50% CNG stations in India now it is growing worldwide.

Marketing is a component of a company’s DNA that really can make or break it. Marketing has decided to follow users worldwide as they migrate to the digital realm. If you’re interested in trying new-age digital marketing, you should check out IIDE’s Free MasterClass on Digital Marketing 101 by Karan Shah, our CEO and Founder.

This blog will learn about Kirloskar Oil Engines and their entire marketing strategy. Before digging deeper into the marketing strategy of Kirloskar Oil Engines, let us begin with the company’s history, target audience, and digital presence.

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About Kirloskar Oil Engines Limited – Company Overview

Marketing Strategy Of Kirloskar Oil Engines - green-diesel-generator

Kirloskar Oil Engines Limited was founded by Laxman Rao Kirloskar, an educator and social reformer to uplift society. The journey of him establishing his brand started in the year 1901 when he first launched a chaff cutter. After a series of hits and trials, Kirloskar Oil Engines Limited was formed in 1920. 

Today the KOEL group is famous in the world as the leading generator of fluid pumping technology. The eighteen manufacturing sectors of KOEL are spread across eight sectors namely power, marine and defence, retail pumps, building and construction, oil and gas industry, and irrigation. They also have a strong presence in industrial engines where they power earth-moving construction, mining, fluid handling, material handling equipment and marine applications.

 

Quick Stats on Kirloskar Oil Engines
CEO Sanjeev Nimkar
CMO N/A
Area Served Worldwide
Industry Industrial Machinery Manufacturing
Market Share/ Revenue Rs 2694.44 Crore (2021)
Vision To keep the changing needs of the customers in mind, reorienting us from manufacturing to solutions around it.
Tagline Enriching Lives

 

Marketing Strategy of Kirloskar Oil Engines Limited

They don’t appear to provide a detailed marketing strategy, though they appear to be creating numerous advertisements and attempting to increase their digital advertising over various platforms.

Segmentation, Targeting and Positioning 

Segmentation 

Kirloskar Oil Engines Limited manufactures products in the fields of power generation, industrial engines, fire fighting systems, farm mechanization etc. Each Segment is a collection of customizable products created to serve different consumers in various ways, with products that provide numerous capacities, durability, and world-class performance.

Targeting

They target customers from original equipment manufacturers such as Service Outlets, Service Dealers, Kirloskar Green Dealers – power generation, Agri Retailers, Agri Distributors, Farm Mechanization Dealers – Agri & allied etc.  KOEL is India’s biggest independent engine manufacturer and the preferred choice of all Construction Equipment OEMs, both domestic and global.

Positioning

Kirloskar Oil Engines maintains its position in high-quality projects. Kirloskar Oil Engines has a long-standing commitment to creating responsible products. Sustainability is an integral component of their approach to business and work practices.

 

Marketing Campaigns 

Limitless

Marketing Strategy Of Kirloskar Oil Engines - limitless

They revealed their new brand logo, limitless, in these campaigns. They are saying, “We are here to grow with you because together we are limitless,” which means that they are proclaiming a limitless destiny of development, achievement, and economic success. 

Introducing Kcool Technology 

Marketing Strategy Of Kirloskar Oil Engines - Introducing Kcool Technology

In this campaign, they introduce the new Kcool Technology while conveying an inspiring message about preserving natural oxygen resources to avoid future shortages. Nowadays, pollution is so severe that humans are unable to breathe and it is affecting everyday life, thus by developing Kcool technology, Kirloskar Oil Engine is protecting oxygen and ensuring our future. Kirloskar Oil Engines Limited has launched an excellent initiative.

Introducing MEGA T

Marketing Strategy Of Kirloskar Oil Engines - Introducing MEGA T

This campaign introduces the new MEGA T, an innovative farm machine that functions like a tractor. This is tailored to customers’ needs and will aid in farm cultivation. MEGA T provides all the benefits of a tractor at a lower cost, is manufactured with innovative technology, is high quality and dependable, is designed to preserve natural posture when sitting, and has provisions for numerous agricultural equipment.

 

Social Media Marketing

Facebook: 23,371
Instagram: 826
LinkedIn: 53434
Youtube: 134k

They have the most followers on their LinkedIn profile, and in addition to regular postings about their activities and festivals, they are also productive in order to recruit for various positions through this platform. Most of their content focuses on product launches and celebrations, with a pinch of informational content keeping users up to date on their financial progress.


SEO Strategies 

Marketing Strategy Of Kirloskar Oil Engines - 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.kirloskaroilengines.com/ has 833 organic keywords and it’s considered as good. That means the digital marketing of the Kirloskar Oil Engines is gaining a good number of insights.  

Also, the traffic per month is around 12,945 which is known as great. Hence, The Kirloskar Oil Engines 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

Marketing Strategy Of Kirloskar Oil Engines - Influencer

Kirloskar Group manufactures a variety of products, one of which is motors. Toyota Kirloskar Motor Private Limited is an Indian partnership between Toyota Motor Corporation (89%) and Kirloskar Group (11%), for the production and distribution of Toyota vehicles in India. 

Toyota Kirloskar Motor unveiled ‘Adarshmann,’ a novel comic strip focused on Mr Ayushmann Khurrana, a leading Bollywood star, youth icon, and Toyota Urban Cruiser brand ambassador. Ayushmann Khurrana is an example of a self-made actor, someone who is extremely versatile and respected by critics and audiences alike. 

His story is an inspiration to many young people and resonates with the spirit of the all-new Urban Cruiser. Toyota as a brand has a similar story – we are one of the largest, most-respected automobile companies in the world constantly pushing the boundaries. The new Urban Cruiser is one such offering for those who aspire to own a Toyota SUV at an early stage in their lives.

 

E-commerce Strategies

Kirloskar Oil Engine Limited’s products are available at Indiamart. KOEL generators can be found on the Indiamart website. Customers who are interested in learning more about the business can always go directly to the Kirloskar Oil Engine main website, where they can contact the respective company for further details.

Kirloskar Oil Engines deals in the manufacturing and selling of D2B or B2B products. The products manufactured by Kirloskar Oil Engines are meant to be purchased directly from dealers who are ready to serve Kirloskar Oil Engines products and after-sale services. Selling expensive industrial engines and power generation equipment through an e-commerce platform would be quite difficult for a business like Kirloskar Oil Engines.

Mobile Apps

Kirloskar Oil Engine Limited does not provide mobile applications; instead, they sell their items through online e-commerce sites.

Content Marketing Strategies

They post on social media almost every occasion and keep users up to date on product launches. The only way to post information is through Facebook and Instagram, LinkedIn or YouTube. They give more videos so that clients may understand how the equipment functions. The company focuses on CSR activities such as the Kirloskar Vasundhara International Film Festival, the Kirloskar WaSH Initiative, and press releases about their products.

They have a full-fledged working website where the content you can find is a product marketing description,  Kirloskar Oil Engines CSR activities, an investors room and complete information about Kirloskar Oil Engines & other industries they operate.

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

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Conclusion – What’s Unique in Kirloskar Oil Engine Limited Marketing?

KOEL has become a well-known manufacturer not just on a domestic but also on a worldwide platform in the diesel engines and generator parts sector. The biggest problem with Kirloskar Oil Engine Limited’s marketing strategy is its marketing effort. Marketing is an essential component within the existence of the organization, and as we all know digitalization is rapidly increasing in the current scenario.

Even though the company appears to be taking baby steps, they have begun posting on social media platforms. To increase monthly traffic, they must have a strong SEO foundation. Learning about the ever-growing field of digital marketing is indeed an essential step. If you want to learn more and improve your skills, by learning and developing 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 Oil Engines 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 Oil Engines check out our IIDE Knowledge portal for more fascinating case studies.

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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]

2 Comments

  1. Prabh

    The blog was very informative and helpful I came across many new things.I hope you keep uploading more blogs

    Reply
  2. Raghudutt Sharma

    I want sales Genset CPCB 2 or CPCB 4

    Reply

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