Detailed Marketing Strategy of National Fertilizers – With Complete Overview

Updated on: Jun 29, 2022
Marketing Strategy of National Fertilizer - Featured Image

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In the previous article, we learned about the Detailed SWOT Analysis of National Fertilizers and now we will look into the Marketing Strategy of National Fertilizers Ltd – a chemical company in India. 

The objective is to learn about National Fertilizers, their products, and their operations to identify potential customers and suppliers.

Marketing is an important aspect of any business. As the world has moved toward digitalization, the growth of digital learning has set a precedent. If you’re interested in digital marketing and digital learning, check out our CEO and Founder Karan Shah’s Free Master Class on Digital Marketing 101.

In this blog, we will learn about the company’s business structure, and products. Before going into details about the Marketing Strategy of National Fertilizers, let’s learn about the company’s story, services, and location.

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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.

Quick Stats on National Fertilizers
CEO Shri Nirlep Singh Rai (He is Chairman & Managing Director)
Sr. Marketing Manager Couldn’t Find
Area Served All over India
Industry AgroChemical
Market Share/ Revenue INR 490.58 Crore
Vision To be a leading Indian fertilizer company and beyond, with a commitment to all stakeholders.
Tagline A government of India Undertaking


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.

Marketing Strategy of National Fertilizers

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.

Marketing Strategy of National Fertilizers - Campaign 2

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.

Marketing Strategy of National Fertilizers - Campaign 3

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.

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SEO Strategies

Marketing Strategy of National Fertilizers - SEO

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, 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.

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Conclusion – What’s Unique in National Fertilizers Marketing?

National Fertilizers is a well-known company with a global footprint. From the Marketing Strategy of National Fertilizers, we discovered that the company is heavily reliant on its customers and has strong brand recognition and trust.

One thing to take notice of is that National Fertilizers Limited is being consistent in marketing efforts and it is embracing media presence. However, they can still use social media to raise awareness about their agricultural chemical products.

Almost every other firm, like National Fertilizers, is striving to boost its digital presence and, as a result, is looking for digital marketers. Check our Online Digital Marketing Course if you want to learn more and improve your skills. 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 National Fertilizers 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 National Fertilizers check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of National Fertilizers, and do share your thoughts on this case study of the marketing strategy of National Fertilizers in the comments section 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]

1 Comment

  1. Fernanda Bu-Harb

    It is a really good article.


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