In our previous article, we learned about the marketing strategy of BNP – a leading global resources company. In this article, we will elaborate on the Marketing Strategy of NMDC – the largest producer of iron ore in India.
lt owns and operates highly mechanized iron ore mines in Chhattisgarh and Karnataka and has its registered office in Hyderabad, Telangana.
The goal is to find out and delve deeper into NMDC and understand how NMDC went on to become the largest producer of iron ore by market capitalization and revenues.
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By the end of this blog, we’ll have learned NMDC’s entire Marketing Strategy. Let’s start with the company’s story, target audience, and digital presence before delving deeper.
About NMDC
Source – www.nmdc.co.in
National Mineral Development Corporation Limited is a public sector undertaking 72.43% owned by the Govt of India and is one of the highest profit-making ‘Navratna’ under the administrative control of the Ministry of Steel.
It is involved in the exploration of a variety of minerals including iron ore, copper, rock phosphate, limestone, dolomite, gypsum, bentonite, magnesite, diamond, etc.
It is one of India’s largest iron ore producers and exporters producing more than 35 million tons of iron ore from 3 fully mechanised mines in Chhattisgarh and Karnataka. It operates a mechanised diamond mine at Panna in Madhya Pradesh.
NMDC Limited is additionally diversifying into other raw materials for the steel industry like low silica limestone.
It continues to pursue policies and programs to deliver long-term value to all or any of its stakeholders.
NMDC also has a Silica Sand mining and beautification project from Uttar Pradesh State Mineral Development Corporation Ltd.
The plant has been designed to supply high-purity beneficial silica sand of around 300,000 tons per annum which is a raw material for the production of float/sheet glass.
Quick Stats
| CEO | Shri Sumit Deb (Chairman-Cum-Managing Director) |
|---|---|
| CMO | – |
| Area served | India |
| Industry | Mining |
| Revenue | ₹ 25,882 crores(2022) |
| Vision | To emerge as a global Environment-friendly Mining Organization and also as a quality Steel producer with a positive thrust on Social Development. |
| Tagline | Eco-friendly Miners. |
Marketing Strategy Of NMDC –
Before deep – dive into the marketing strategy of NMDC first let’s understand its STP (segmentation, Targeting and positioning).
Segmentation, Targeting and Positioning
Segmentation – Industrial Segmentation
Target Market – Integrated Iron and Steel Plants in India
Positioning – Provides iron ore at a low price which helps Iron and steel plants minimise their costs
NMDC tries to take care of its leadership as the largest iron ore producer in India while establishing itself as a quality steel producer.
Expanding business by acquiring and operating various iron ore, coal, and other mineral assets rendering optimum satisfaction to all its stakeholders.
The target market consists of Integrated Iron and Steel Plants in India. In the ongoing financial year, NMDC has targeted to utilise 97 per cent of its production capacity to supply 35 MT of Iron ore.
It continues to pursue policies and programs to deliver long-term value to all its stakeholders. They also support a variety of programs and initiatives that benefit underserved communities or groups.
NMDC made its positioning within the market by being the most important iron ore producer in India.
It provides iron ore at a low price which helps Iron and steel plants minimise their costs.
The position itself is because they are the largest iron ore producer and exporter producing more than 35 million tons of iron ore from 3 fully mechanised mines in Chhattisgarh and Karnataka.
Marketing Campaigns
1. It All Adds up -NMDC joins the Har Ghar Tiranga Campaign
NMDC launched this campaign with the Govt of India’s Azadi ka Amrit Mahotsav initiative. NMDC invited parents of Santosh Babu–Smt Manjula and Shri Bikkumalla Upender as Guests of Honour on the occasion to pay homage for his sacrifice at galway valley.
This marketing campaign, in our opinion, was launched just 10 days before Independence day. Furthermore, YouTube, LinkedIn, and other platforms are raising awareness as soon as and as quickly as possible.
2. It All Adds up – Nal Jal Yojana Safe Drinking Water Campaign
NMDC has pursued different initiatives to supply safe drinking water in various parts of the country. This has been done primarily by creating the specified infrastructural support required to access safe drinking water.
NMDC aims at providing safe beverages through pipelines to rural communities. Under the scheme, NMDC has been able to successfully cover all ten surrounding villages of its upcoming steel plant at Nagarnar.
These works have been undertaken in partnership with the Department of Public Health Engineering (PHE), Govt. of Chhattisgarh.
Group water supply scheme
NMDC has partnered with the State Govt for the “Group Water Supply Scheme” to provide clean drinking water to 32 villages (8 under Nerli Group Water Supply Scheme & 24 villages under Dhurli Group Water Supply Scheme) and 68 tribal settlements in Dantewada District.
3. It All Adds up – Healthcare & Hygiene Campaign
A large section does not have access to reliable health services in large parts of India. Realising the actual fact that our projects are located in remote and backward areas, NMDC has taken encouraging steps in providing reliable health services to such areas.
The healthcare initiatives undertaken are a singular mixture of preventive as well as curative healthcare and include community awareness and mobilisation activities on issues related to personal hygiene, safe sanitation, and cleanliness practices.
Key Highlights
- Providing Free medical-care services at Project Hospitals.
- Providing basic medical facilities at the doorsteps of remote villagers through the operation of mobile health vans equipped with requisite medical equipment and trained medical staff.
- Creation of Healthcare infrastructure.
- Sponsoring Tribal Girls of Bastar Division to pursue a career within the medical field to make available trained manpower locally.
- Conducting free health camps for check-ups and treatment.
4. It All Adds up Free Infrastructural Facility
NMDC provides free transport facilities to the students from nearby villages around Donimalai (Karnataka) and Panna (M.P.) Projects to help them attend schools.
Social Media Marketing
- LinkedIn – 20.6 k Followers
- Facebook – 25 k Followers
- Instagram – 4326 Followers
NMDC is extremely active on social media platforms such as Instagram, LinkedIn, and Facebook. There are more followers on Facebook than on Linkedin and finally on Instagram.
The LinkedIn and Facebook handles have around 45.6k followers whereas Instagram has 4 K followers.
LinkedIn is a professional social media platform that excludes young teenagers because the majority of them don’t have LinkedIn accounts.
The posts include promotional and informational content about their various campaigns, as well as about new products/service launches.
SEO Strategies
Source – Ubersuggest
According to the SEO rankings, the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing.
As one can see, www.nmdc.com has 75K+ organic keywords, which itself is taken into account excellently. That means NMDC’S digital marketing strategies are gaining a lot of traction and are working well.
Furthermore, the monthly traffic is approximately 260K+, which is an excellent figure. As a result, NMDC has made efforts to optimise its search engine results and is reaping the benefits effectively, as evidenced by the numbers.
Influencer Marketing
Analysing the Facebook page reveals that the NMDC is constantly updating it with new posts.
NMDC uploads videos or photos of events with their partners (for example, The Nal Jal Yojana, etc ), and you can also see posts with new programs by NMDC.
It uses the platform Instagram and LinkedIn for collaborating with influencers with more than 1k followers and relative interest in finance.
The influencers along with NMDC put up informational videos about the company’s different products and how they can help individuals to manage their funds effectively.
It also serves as a medium to provide financial literacy through different audio-visual messages.
E-commerce Strategies
NMDC has its website for the audience to understand the work they do.
Mining major NMDC has plans to take a position in the renewable energy sector, according to its chairman and managing director Sumit Deb.
When asked if NMDC is keen to take a position in the renewable energy sector, Deb replied in the affirmative.
To make things more convenient for their clients, NMDC provides fully integrated mobile applications for all major platforms.
Mobile App
The NMDC mobile app is for both android and IOS users.
The NMDC Mobile app features a wide range of features including the ability to view account details, pay bills and transfer funds, send money via Interac e-Transfers, and locate nearby branches and ATMs.
Because it combines this functionality with simplicity and ease of use, it consistently receives high ratings in app stores.
You can access your monthly fee amount, rebates or NMDC reward points, and beat one place with no hassles. You’ll also manage shared finances among your social circle on this app.
Content Marketing Strategies
Because LinkedIn, Instagram and Facebook are generally used to promote business and expand its customer base, NMDC uses professional posts to demonstrate its position and status in the country.
Now lets conclude the marketing strategy of NMDC.
Conclusion – What’s unique about the marketing strategy of NMDC?
NMDC is the largest core producer and exporter provider in India. Furthermore, as seen in the marketing strategies of the same, NMDC made its positioning within the market by being the largest iron ore producer in India.
It provides iron ore at a low price which helps Iron and steel plants minimise their costs
With the increase of the digital world, where almost everyone spends a minimum of an hour a day on their phones.
Proper digital marketing and online presence are often great ways to improve customer relations as implemented by NMDC to further their customer base and spread awareness about their financial services through different digital mediums.
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