Marketing Strategy of National Fertilizers: In-Depth Analysis

About National Fertilizers Ltd – Company Overview

National Fertilizers Ltd is a chemical company that develops, manufactures, and markets urea and bio-fertilizers. National Fertilizers Limited offers its products and services all over India. The NFL is headquartered in Noida, Uttar Pradesh, India and it was established on 23 August 1974.

Bio-fertilizers, Kisan urea, neem-coated urea, traded products, and industrial products are among the company’s offerings. The company is controlled by the Ministry of Chemicals and Fertilizers.

Apart from manufacturing, the company is gradually expanding its business by importing and trading various agricultural products such as Non-Urea Fertilizers, Certified Seeds, Agrochemicals, and more.

National Fertilizers Limited operates five gas-based Ammonia-Urea plants: Nangal and Bathinda in Punjab, Panipat in Haryana, and two Vijaipur, District Guna, Madhya Pradesh. Under its Seed Multiplication Program, the company has also begun producing certified seeds for sale under its brand name Kisan Beej.

Biofertilizers, such as Rhizobium, phosphate solubilizing bacteria, and acetobacter, are also produced and sold by the National Fertilizers to replace chemical fertilizers. 

Methanol, nitric acid dilutes, ammonium nitrate, sulfur, industrial-grade urea, liquid oxygen, liquid nitrogen, carbon slurry, carbon dioxide gas, anhydrous ammonia, sodium nitrite, sodium nitrate, liquid argon, liquid carbon dioxide, and off-grade methanol are among the industrial products it produces and sells.

Marketing Strategy of National Fertilizers Ltd

Let’s get into the marketing strategy of National Fertilizers Ltd and know how it is moving towards farmers’ satisfaction.

Segmentation, Targeting, and Positioning

National Fertilizers Limited is an Agrochemical based company that targets people in the Agricultural Industry mainly farmers and suppliers between the age of 18-60, and this age include both farmers and suppliers.

The main target of National Fertilizers is to pursue attractive opportunities in the Chemical Manufacturing industry and the broader macro environment.

National Fertilizers developed its market position by focusing on enhancing agriculture productivity as well as the overall development of the farming community. By supplying its services and products, National Fertilizers ensured that its marketing strategy aligned with 100% farmer satisfaction.

Marketing Campaigns

The company offers comprehensive capsules of various fertilizer promotion activities such as agronomical programs.

In October 2020 National Fertilizers Limited (NFL) and CCI collaborated on a one-day farmer training program at the Agriculture Research Centre in Shri Ganganagar, Rajasthan. The theme of this campaign is to help the farmers in reducing their cultivation expenses and earn a good income.

The campaign was successful as this program involved 75 progressive farmers from the districts of Sriganganagar, Bikaner, and Hanumangarh. Learn more about this program run by the NFL and CCI.

The NFL also launched a promotional campaign to provide soil testing analysis to farmers during the year 2020-2021. NFL mobile soil testing vans and Laboratory staff were put to good use throughout these campaigns

This promotional campaign was successful because more than 4000 farmers benefited from these campaigns, which were held across the states of Punjab, Haryana, Rajasthan, HP, J&K, UP, Bihar, and Jharkhand.

Another program NFL launched during the year 2020-2021 is the Dealer Training Programme. The main theme of this program is to upgrade the knowledge of Dealers or Retailers regarding fertilisers, Agro products, and improve crop practices.

More than 4000 members benefited from the 38 Dealer Orientation Programs held by the NFL, which also included information on bio-fertilizers and compost.

To learn more check out these National Fertilizers Limited Marketing Programs.

Social Media Marketing

The number of active users on social media channels has grown over time, and as a result, National Fertilizers Limited is active on social media like Facebook, Instagram, and LinkedIn. But the NFL can use its social media handles to promote its products, interact with customers, and even provide after-sales services.

• Facebook:
  • Followers: 11K 
  • Likes: Avg 500-600 likes per post.
• Instagram:
  • Followers: 632
  • Likes: Avg 60 likes per post
• LinkedIn:
  • Followers: 31,201
  • Likes: 500 Avg
  • Employees on LinkedIn: 1668      

For the time being, it only has a Facebook handle which includes only the activities they engage in. Though they have Instagram handles and LinkedIn they are not very active. They can, however, take advantage of the benefits of social media by displaying their products or services.

So you want to learn more about social media marketing to take your company’s next step. Check out this Short-term certification Social Media Marketing Course provided by IIDE which is entirely online and gets access to the course for 30 days.

SEO Strategies

According to SEO rankings, the number of keywords- below 500 is bad, above 1000 is good, and 10,000+ is amazing. As can be seen, nationalfertilizers.com has 22,879 which is considered amazing. That means National Fertilizers are gaining a lot of insights.

As we can see, National Fertilizers Limited has 121,461 organic visitors per month, which is a good amount of traffic for a website.

Influencer Marketing

Influencer marketing is also a kind of marketing in which influencers are supposed to promote a brand to a larger audience. Influencers are like opinion leaders who have a large social following. They present themselves as reliable sources of information.

National Fertilizers Ltd could use this kind of marketing to spread awareness to people about farming, chemicals, fertilizers, and their products.

Ecommerce Strategies

Despite the fact that National Fertilizers Limited is a leading fertilizer and chemical company in India, it does not provide customer-oriented services such as building e-commerce websites that allow farmers or suppliers to purchase chemicals or products directly from their websites.

Mobile Application

National Fertilizers Limited does not have a mobile application. This company can provide a simple application for suppliers or farmers and educate them on how to use the application. So, it will be easy for them to check the availability of products, and their cost which can get delivered to their respective locations. 

Content Marketing Strategies

The National Fertilizers Limited is on Facebook and Twitter. The post content is related to the programs that they run. They also issue press releases.

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