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In-Depth Marketing Strategy of KPR Mill – With Extended Study

by | Case Studies | 0 comments

In our previous article, we learned about the marketing strategy of Greaves Cotton. In this blog, we will dig into the marketing strategy of KPR Mill – which is India’s largest vertically integrated garment production company.

The objective of this blog is to guide you through insights into how KPR Mill became India’s best-integrated garment production company. 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. 

As we all are aware of today’s digital world, where all the brands, companies, and industries are marketing their products by influencing or taking up any celebrity as their brand ambassador. So, to excel in all these marketing skills you must know about them. Don’t worry we got you covered with IIDE’s Free MasterClass on Digital Marketing 101 by none other than our Founder and CEO, Karan Shah.

In this study, we will look at the marketing strategy of KPR Mill, their influencing strategies, and whatnot. So, let’s get started!

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About KPR Mill 

Marketing Strategy of KPR Mill

KPR Mill is one of the largest vertically integrated companies focused on providing diversified business across Yarn, Fabrics, Garments and White Crystal Sugar. To provide end-to-end apparel manufacturing service the company is constructing a new fabric processing facility at SIPCOT Perundurai Tamilnadu, the founder of this mill is K P Ramasamy. This facility helps the company handle all of its processing requirements including dyeing, bleaching and compacting in one place. Its journeys into textiles began in the year 1984, In 1989, the group ventured into garment exports.

The processing capacity of this unit will be 23 metric tons of fabric per day. KPR has gained a fantastic deal of understanding over the last 40 years to produce an unforgettable mark in the textile industry. Additionally, the unit also has a water treatment plant to enable the recycling of water The mill was fully operated by 2007- 2008. The company has setting-up a high tech garment unit at Arasur by installing 1440 sewing machines and setting up a design studio.

 

Quick Stats on KPR Mill
CEO P Nataraj
CMO P L Murugappan
Area Served South Asian Countries
Industry Textiles
Market Share/ Revenue Rs 1.45 Crore
Vision Prevail the most preferred one-stop source for readymade knitted garments, fabric and yarn.
Tagline Comfort and value for money

 

Marketing Strategy of KPR Mill

 

 

Segmentation, Targeting & Positioning

Segmentation is the process of breaking a targeted market into segments that may be contacted. Market segmentation divides a market into subgroups based on demographics, requirements, priorities, shared interests, and other psychographic or behavioural traits that help to better understand the target audience. Talking about the segmentation, KPR Mill has diversified its offerings over the years – from a pure-play yarn manufacturer to one of the largest garment manufacturers in the country. Enthused by the vigorous demand for apparel, KPR has been especially investing in garment manufacturing capability, which rose from 32mn pieces in FY14 to 105mn pieces in FY21, making KPR the largest knitted garment manufacturer in India. KPR has an additional capacity of 10mn pieces in Ethiopia. 

Targeting a business’s choice of potential customers to whom it wants to sell products or services. The targeting approach requires segmenting the market, selecting the most relevant segments, and identifying the products that will be supplied in each segment. KPR Mill Ltd. has an average target of 845.00. The accord estimate illustrates an upside of 48.74% from the last price of 568.10.

Positioning is the final phase of the ‘STP’ process, and it focuses on how the customer perceives a product or service in comparison to the competitors, which is critical for gaining a competitive edge in the market. To gain a competitive edge in the market, KPR Mill always positions itself as a quality and affordable garment producer with new thinking and positive change. 


Marketing Campaigns

KPR Mill as of now does not have any marketing campaigns. KPR Mill can use the same marketing techniques as its competitors are using. The marketing campaign which they can follow from their competitors is advertising on television, launching an advertisement in newspapers, launching a short corporate film, and other marketing ideas.

KPR Mill can launch such advertisements and other media campaigns to increase its presence in India and other foreign countries.


Social Media Marketing 

KPR Mill can be found on the following social media platforms

LinkedIn with 6k+ followers 

Marketing Strategy of KPR Mill - LinkedIn

Facebook with 9k+ followers

Marketing Strategy of KPR Mill - Facebook


SEO Strategies

Marketing Strategy of KPR Mill - SEO

KPR Mill Domain has a good SEO strategy. As in the above image, we can observe there is the use of 1,269 organic words. The organic monthly traffic is 9,432 clicks per month. Now KPR Mill can make their SEO strategies better than earlier by increasing its traffic by adding a few backlinks to some blogs or articles published by famous advertising agencies and mass media agencies. 


Influencer Marketing

KPR Mill Limited is a company that manufactures and sells yarn, fabric and garments which directly sells to other manufacturing companies and wholesalers in the market. Thus KPR Mill Limited does not require any influencer marketing strategies to market its products because the company directly deals with major clients in the country.


Ecommerce Strategies

KPR Mill Limited is a company that manufactures and sells clothing products directly to other final goods manufacturers and wholesalers to display its garments in the physical showroom. E-commerce doesn’t take up much space in the marketing strategy of KPR Mill. KPR Mill does not have an E-commerce portal through which they can allow their clients to order their products, however, they do have ample information on various offices of their, through which a potential client can reach out to them for any business-related inquiry.


Mobile Apps

KPR Mill does not have any mobile app which provides services to the client. They do have a website through which their potential clients can contact them. Firstly, KPR Mill deals in the production of crucial raw materials like yarn and fabric for the production of final cloth or wearable products, ordering such items from a mobile app doesn’t feel appropriate as such big deals are to be done personally. 

Secondly, KPR Mill’s clients are some renowned businesses and many other international companies etc, who wouldn’t choose a mobile app for ordering the above raw materials they need for further manufacturing. Considering the above factor, not having a mobile app has never been an obstacle for KPR Mill. 


Content Marketing Strategies

KPR Mill Limited does not use any content marketing strategies and they are not active in this section of posting different articles on their website.

 

This ends our elaborative marketing strategy of KPR Mill. Let us conclude our learning below from the marketing strategy of KPR Mill.

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What’s unique about KPR Mill’s marketing strategy? 

In this blog we have come to know about the marketing strategy of KPR Mill, and how marketing strategies can help you to think clearly about your goals and continuously change and upgrade your activities.

As KPR Mill Limited has very minimal use of marketing strategies they will be having certain issues in the upcoming future. Let us consider business as a tree and marketing as one of its branches. In today’s world marketing branches are growing rapidly in this business tree. Similarly, digital marketing is another branch that is rapidly growing in this business tree. In the recent pandemic period, digital marketing has gained more importance than traditional marketing. 

With the increasing importance of digital marketing, learning about the growing field is an important step. If you would like to learn more and develop skills, check out IIDE’s 4 Month Digital Marketing Course to learn more.

We hope this blog on the marketing strategy of KPR Mill 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 KPR Mill, check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read this, and do share your thoughts on this case study of the marketing strategy of KPR Mill in the comments section below.

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]

Aditya Shastri

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