Precise Marketing Strategy of Maersk – With STP Analysis & Campaigns

Updated on: Dec 11, 2022
marketing strategy of maersk - 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 the previous article, we learned about the marketing strategy of FedEx, one of the world’s major shipping companies. In this article, we will be learning about the Marketing Strategy of Maersk, a Danish shipping company for freight transportation on the ocean and inland.

We will be telling you the Marketing strategy of Maersk insights into the largest container shipping line and vessel operator in the world.

Marketing strategies help us to understand not only our competition but also the buyer what they want, what they don’t, what they expect from us and what they don’t so we need to research and know the market strategies, so let us go and do the Maersk analysis.

Marketing is a crucial part of the Company’s life; it is almost like DNA. Well-planned strategies can take up to the heights and if a company sells good products and provides great services but does not have a good strategy then it will be quite difficult to survive in the rough patches and make a living.

If you want to learn more you can always check out the Free masterclass on digital marketing by the CEO and founder of IIDE, Karan Shah.

In this, we will learn the in-depth Marketing strategy of Maersk so let’s get started!

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About Maersk

marketing strategy of maersk - maersk logo

Source – Wikimedia commons

The Danish shipping company Maersk was founded by Peter Mærsk Møller and his son Arnold Peter (A. P.) Mølleris on 16 April 1904, the world’s largest shipping and logistics company, with headquarters in Copenhagen, Denmark with offices across 130 countries, it is also known for its fleet of large container ships and high standards of service, like freight transportation, supply chain management and port operation, all over the world working in Oceans and inland.

The company is managed by the Møller family through a holding company and is therefore a publicly traded family company. In September 2016 Maersk Group announced that it would split into two businesses.

His 2018 annual revenue for the company was $39 billion (2019). In the 2020 Forbes Global 2000, Møller-Maersk was ranked the 622nd largest listed company in the world. The Maersk Line is AP Moller-Maersk’s largest operating unit in terms of turnover and staff numbers (approximately 25,000 employees in 2012).

In 2013, the company claimed to be the world’s largest international cargo company, operating more than 600 vessels with a container capacity of 3.8 million Twenty-Foot Units (TEU). As of January 2021, it was the largest container fleet, accounting for 17% of the world’s TEUs.  In 2006, her E-class vessel Emma Maersk, then the world’s largest containership, was delivered from her Odense steel shipyard to Maersk Line. 

And now in the further article, we will learn what is the Marketing Strategy of Maersk.

Quick Stats 

CEO Søren Skou
Area Served Worldwide
Industry Freight transport
Market Revenue $61.8 billion
Vision To become the Global Integrator
Tagline Take care of today, actively prepare for tomorrow.


Marketing Strategy of Maersk –

The marketing strategy of Maersk is focused on Various factors let us know more about them in the below section. Let us first understand the STP Analysis of Maersk.

Segmentation, Targeting, and Positioning

As the needs of the  Maersk customer segmentation work group differ from one another thus, it is based on the income, values, lifestyles and other factors of the customer. Maersk segments a company that needs transportation and logistical services.

The target audience of Maersk who need shipping services mainly includes key clients, local forwarders and direct sales, customers. It also has the largest set of customers that includes PUMA, Disney, Microsoft, Amazon, H&M and more. 

It has positioned itself in the market as the largest shipping corporation in the world by localising itself and the possible differences in the sea area transport.

Marketing Campaigns

It’s always interesting to read about Maersk’s marketing campaigns. If you have questions regarding the shipping of your product, they will create a campaign to answer them. Read more about it interesting things they make it.

Let us learn about the Maersk marketing campaigns in detail.
marketing strategy of maersk - marketing campaign

In 2011 one of the Maersk employees (Jonathan Wichmann) started posting pictures on social platforms like Facebook and Instagram.

The biggest success on social media was the Maersk Antifreeze Services, as the company, offered shipping services in the time of winter it is quite difficult to navigate and ship the product but Maersk was good at navigation and that was the advantage they took they added a photo of the situation with a caption explaining how Maersk deals with the situation and at the end, they attached a link so the consumer who is looking for the services can fill up a form fill up the details for the antifreeze services.

That is how they gathered many leads and boosted engagement.

After that, they continued making such engaging content that they eventually won the European Digital Communication in 2012 and 2013.

They not only generate leads but made profits when the times were rough in the market.

  • Transformation campaign of Maersk 

A change from a shipping company to a logistics partner is a change from a business relationship to a strategic partnership. Nearly every major company in the world ships with Maersk, but to execute business strategy, the company participates in new strategic conversations with a larger group of executive decision-makers at customer organisations. Developing C-level awareness is an important part of the journey

They created a campaign based on what Maersk and its customers have in common: transformation. Just as technology has fueled Maersk’s ongoing transformation, so have customers. We are all navigating change and we are looking for partners who can help us through this transformation.

By talking about change, why it’s hard, and how to manage it, Maersk provides a change leadership mindset at the C-level. The campaign launch will include CNBC’s 3-minute TVC airing in all territories, social media (LinkedIn, Facebook, Twitter, Instagram, WeChat), print ads in The Wall Street Journal, The New York Times, Financial Times, and digital media. and programmatic.

This campaign is based on the neurological fact that the reptilian brain fights all kinds of changes. The heroic film isdialogue between ‘status quo’ depicting reptiles

By leveraging the universal knowledge of the change, the campaign was a huge success among the C-suite audience and became the highest-performing campaign on LinkedIn.

  • Discover the Upside Campaign 

marketing strategy of maersk - marketing campaign

A campaign that starts with “Discover the upside”. In its Linked post Maersk wrote. The post also contained a rather flashy commercial. 

This clip shows a woman working in the logistics department staring intently at her Excel document on a computer screen. After a woman finds a blue post-it note with “Look Up” written on a monitor sucked through a vent, she is suddenly transported into a dark, sci-fi-style, nightmarish logistical landscape.

But after grabbing the ball of smiley faces, she sees a clear, clean, positive scene in smooth logistics: Clicking the link attached to the post reveals more about the company’s digital platforms, “insight-based” consulting, and more. Go to Maersk’s new dedicated section on her website that advertises the services of 

 The purpose of this video is to explain in simple terms the concept of integrated logistics in addition to the obvious purpose of advertising.

And now let’s tell you about Social media marketing.

Social Media Marketing

Maersk is active on many social media platforms like Facebook, Instagram, Twitter, Linkedin etc. This is how the Marketing Strategy of Maersk worked to see the follower in the platform below:-

  • Facebook: 3M 
  • Instagram: 291k
  • LinkedIn: 1.3M
  • Twitter: 108.2k

Most of Maersk’s followers are on Facebook and LinkedIn, that is the Marketing strategy of Maersk from fewer followers to 3 million.

SEO Strategies

marketing strategy of maersk - ubersuggest seo screenshot

Source – UberSuggest 

As we can see from the SEO algorithm, the number of keywords which are below 500 is not good and if it goes above 1000 it is considered good but if it is higher than 10,000 then it is amazing. As has 331K+ Organic keywords which is amazing.

As for website traffic, monthly traffic of more than 20,000 is amazing and Maersk has 2M monthly visits which are remarkable.

As the SEO strategy is already ranking on the top bars, Hence, it does not need any changes to improve the Marketing strategies of Maersk.

Influencer Marketing

Maersk does not use any kind of influencer marketing. 

Ecommerce Strategies

As we talk about E-Commerce Strategies Maersk is a B2B company but it is evolving and serving Directly to consumers (D2C) they have other things at the same time as well like being cost-effective and when it comes to supply chain solutions for their business-to-customer sales, many companies prefer to work with an integrated logistics provider that can provide all the services they need, rather than working with individual supply chain service industry partners.

Content Marketing Strategies

The success Maersk Line has achieved in social media is due to two main reasons: one, it realises the power of engaging directly with potential customers and two, it has cultivated the largest social media following among shipping companies. The marketing strategy of Maersk never lets you down there is so much you can learn.

Maersk Line’s success in social media relies on the company’s use of applications that communicate with and reach out to consumers. For example, more consumers use social media than ever before.

Mobile Apps

If you want to make your work easier than Maersk got you they have an app which helps with real-time tracking and updates. Follow your products everywhere anytime anywhere or book a slot. Maersk app ha 4.3 ratings and 1L+ downloads on google play store.

This brings us to the end of the marketing strategy of Maersk.

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What’s unique about the marketing strategy of Maersk?

And we come to the end of this article on the Marketing strategy of Maersk in our opinion, it is one that always offers something to its target audience, even if it doesn’t aim to be an engaging post so that consumers can interact, know what, and educate about the brand.

The most important thing you can learn from this is how to describe the problem and solution in the simplest possible way. This saves clients from having to provide them for everyone. 

 Read the article to learn how they raised issues, ran campaigns, doubled the value of different uses of the platform, and won awards for applying the best strategies for their brands.

Businessmen can only be successful if they make use of their digital marketing in the right and smart way. If you want to gain basic as well as advanced knowledge of digital marketing then you can check out the IIDE’s 4 Month Digital Marketing Course 

We hope that this blog has helped you to gain insights into the Marketing Strategy of Maersk. If you like gaining in-depth knowledge like the Marketing Strategy of Maersk, you can check out the IIDE Knowledge portal to dive deeper.

 So what part of their marketing strategy did you like? Let us know in the comments 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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