In-Depth Marketing Strategy of National Aluminium Company

Updated on: Jun 12, 2022
Marketing Strategy of National Aluminium Company - Featured Image

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In a previous blog, we did a deep insight into the SWOT Analysis of NALCO. In this blog, we will discuss the Marketing Strategy of National Aluminium Company (NALCO) – a public company serving high-quality aluminium and Alumina products at least prices. 

By the end of this blog, you will gain a deep insight into the marketing strategy of National Aluminium Company and how it became Asia’s Aluminium Power Complex. 

As you all are well aware that the world is gradually shifting towards digitalization. If you want to know more about marketing then you can check out IIDE free masterclass by the CEO and founder itself, Karan Shah.

In this blog, we will learn about the Marketing Strategy of National Aluminium Company. Before going on any further, let’s know a little bit more about the company’s profile and its overview.

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About National Aluminium Company – Overview

National Aluminium Company Limited (NALCO) was established on 7th January in the year 1981. Its headquarters is in Bhubaneswar. It produces Aluminium and Bauxite products. NALCO has set itself aside from the crowd by being the lowest cost producer of Bauxite and Alumina in the world. NALCO is also the first Public Sector Company in India to make its way into the international market. 

The company focuses on coming up with innovative techniques and ideas to further reduce the cost of its products and also promote an eco-friendly environment. To ensure sustainable development, the company is harnessing renewable energy. NALCO has played a significant role in social-economic development.

It actively participates in various social activities and contributes to many educational Campaigns as well. The company has taken responsibility to upgrade the infrastructure & maintain cleanliness. It is providing skill training to unemployed youths in association with training partners in various demand areas as well. This is not all, NALCO has done many more social services all around Asia and takes pride in it.


Quick Stats on National Aluminium Company
CEO Douglas M. Baker Jr.
CMO Shri Sridhar Patra
Area Served Worldwide
Industry Mining power
Market Share/ Revenue ₹16,952 Cr
Vision To keep growing and setting more benchmarks in the Alumina and Aluminium business and continuously improve the efficiency as well.
Tagline “Ordinary people, extraordinary attitude.”


Marketing Strategy of National Aluminium Company

National Aluminium Company Ltd. has become one of the most in-demand companies for its product because they are really affordable and are premium in quality as well.

By gaining the trust of its consumers, it has secured its place in the market. It actively contributed to the development of the society which gives a good impression of the company.

Segmentation, Targeting, and Positioning

Segmentation refers to the distribution of the market on the basis of types of consumers. It allows us to target our consumer group who will be interested in our product.

NALCO is an aluminium-producing company and has various products like standard ingots, T- Ingots, wire rods, rolled products, and Sheets. So the target audience is mainly anyone who is in any field using these products.  It is highly used by industries like consumer durables, transportation, construction, and packaging.

Targeting is a process through which we test our product before launching it in the market. It helps us to understand what the market wants and if we are fulfilling that as a producer. The feedback we get from this process is the key element.

From the day of commencement, this company has continuously earned profits. It has never performed test marketing to test its products.

Positioning is a process where we create an image of our own in the eyes of the consumers. NALCO has made a unique position for itself by being the lowest-cost producer of Bauxite and Alumina in the world. It produces supreme quality products at the best prices all across the globe.

Marketing Campaigns

Marketing Strategy of National Aluminium Company - Campaign 1

Nalco Champion provides safe and sustainable chemistry programs and services to all the oil and gas industry. The campaign highlighted their core values and how they do business. 

The “Its Chemistry” campaign reflects that when you do business with Nalco Champion, it makes its customers feel more engaged and makes them feel ready for the most complex operational challenges. 

Its chemistry is the best way to make links in the society because the company is already very famous so reflecting on the services that it provides is the best way to serve society.

Nalco evolved a new marketing strategy and seeks customers’ feedback.

Marketing Strategy of National Aluminium Company - Consumer Feedback

This is the first one in a series of customer meets planned across the country, Bhubaneswar to directly seek the feedback from their consumers by maintaining direct communication.

Nalco Supports ‘Youth Against Tobacco’ Campaign

Marketing Strategy of National Aluminium Company - Nalco Supports ‘Youth Against Tobacco’ Campaign

This campaign has been initiated by the voluntary organisation Mission Odisha, with the active support of National Aluminium Company Limited (Nalco). Around 300 school children and volunteers participated in the inaugural ceremony of the campaign. On this occasion, an anti-tobacco Sand Animation film by Shri Manas Sahoo was released.

Shri Badri Mishra of Mission Odisha lauded the support provided by Nalco in this campaign and expressed his gratitude towards its CMD Shri Chand. By engaging in campaigns related to social problems, NALCO reaches a larger audience.

Social Media Marketing

NALCO is active on various different social media platforms such as Instagram, LinkedIn, Facebook, YouTube, and Twitter. NALCO understands the importance of social media marketing in the present generation and has recently executed a program “Growth in Togetherness” which seeks direct customer feedback. 

  • Followers

Instagram- 2,318
Facebook- 8.6 thousand
YouTube- 1.01k subscribers 

  • Likes

Instagram- 7,500
Facebook- 2.3k
YouTube- 23k

The posts contain mainly informational content and they are mostly related to social work and awards and achievements of NALCO. NALCO is actively engaged in supporting many education-based campaigns and setting new records in the industry.

SEO Strategies

Marketing Strategy of National Aluminium Company - SEO

NALCO uses SEO to a great extent. Most of its traffic is organic and only a few percent is through paid marketing campaigns. It has a huge traffic of 75k+ and it has 148,000+ backlinks. This shows that the company has put in a lot of effort over these years and has succeeded to get organic SERP results. NALCO targets quality traffic which shows that it has a huge potential in the market and hence increasing leads and sales.

It understands inbound marketing and targets its focus audience only which helps in making information more accessible. NALCO focuses on attracting users who are actively looking for information related to their industry, products, and services, so it is much more effective in reaching out to its target audience.

Plus, this gives them the opportunity to reach their audience while they’re already considering making a purchase or contracting a service — increasing the chances that their marketing messages will translate into sales and leads. NALCO has made its online presence a top priority by effectively using SEO Strategies. 

Influencer Marketing

NALCO has not collaborated with any social media platforms. It has grown to this height by its own efforts and due to the genuineness of its product. It has succeeded to become a globally reputed company on its own.

E-commerce Strategies

NALCO has a website of its own where they showcase all their achievements. NALCO has been a part of a number of social services such as rehabilitation of displaced families, health care and sanitation of local people, education, providing safe drinking water, pollution control, environmental measures, rural development, promotion of arts, crafts & culture which are all given on its website under the spotlight section. 

A detailed description of NALCO’s corporate profile, business, career, services, and initiates is also available.  The two most interesting parts of the website are media updates and Twitter updates.

Mobile Apps


(Nalco Initiatives for Social Awareness and Responsible Growth) is a mobile App to inform the citizens about the efforts that the company is making for the betterment of society by supporting various campaigns, providing educational facilities, etc.

  •  Hamesha Nalconian

Hamesha Nalconian is a mobile App for the Retired employees at NALCO. It provides information about its new policies, post-retirement medical facilities, related notices, and documents.


(Nalco Grahak Information and Networking App for All) is a mobile App for Customers which provides information about its products, their prices, points of sale, and other related information.


(Nalco Micro And Small enterprise Yogayog Application) is a mobile App for MSE Vendors which highlights NALCO’s efforts toward the development of MSE.

Content Marketing Strategies

NALCO is available on many social media platforms and is highly active social media.

The post content is related to their achievements in the industry, new benchmarks set by them, campaigns supported by them, awareness messages, etc. NALCO is one of the most bright examples of India’s industrial capability and is actively a part of many social programs due to which it is often published in newspapers.


This ends our elaborative marketing strategy of National Aluminium Company. Let us conclude our learning below from the marketing strategy of National Aluminium Company.

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What is unique in the Marketing Strategy of National Aluminium Company?

To conclude, we can say that National Aluminium Company Limited is a very well-known and popular company in not only India but all around Asia. It is getting love from people all across the globe. NALCO has continued so much towards a society that people connect with the company more and trust it. The feature that distinguishes NALCO from its competitors is its low price with amazing quality. 

Being a company always involved in social services, it has gained popularity around social media platforms. But its marketing strategies can be improved. It is continuously making efforts to shift towards digitalization and is doing well.

Digital Marketing is extremely important in today’s age. 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.

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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]

1 Comment

  1. Jatin Patel

    use of the case studies helped understanding the concepts easily


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