In our previous blog, we got to know about the SWOT analysis of Orient Cement. Today, we are going to study the marketing strategy of Orient Cement.
In marketing strategy, Orient Cement creates different target organic and paid social media marketing campaigns to boost brand awareness, acquire quality leads and get repeat sales.
As we all know about today’s digital marketing world, where all the brands, entrepreneurs, companies, and industries are marketing their products by influencing people and taking up many celebrities as their brand ambassadors.
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In this case study, we will look at the marketing strategy of Orient Cement, their influencing marketing, marketing strategy, marketing campaigns, social media marketing, SEO strategies, e-commerce strategies, mobile apps, content marketing strategy, profound study, and much more.
About Orient Cement
Founded in the year 1979, Telangana’s Orient Cement was demerged in the year 2012. It was formerly a part of Orient of Paper & Industries. Orient Cement began cement production in 1982 at Devapur in Adilabad District, Telangana. Orient is well known for its strong durability and quality. With a name so well recognized amongst households, Orient cement has now come a long way.
The company has ever since expanded globally and set huge benchmarks in the industry giving good competition to other cement brands in the business. Orient Cement is well known to solve its quality deviations which are detected by automated methods, through which they are addressed quickly and precisely. Orient Cement is well known for its projects which are carried out annually on a large scale.
Orient Cement has a total capacity of 8 MTPA and it serves areas in India including Maharashtra, Telangana, Andhra Pradesh, Karnataka and parts of Madhya Pradesh, Tamil Nadu, Kerala, Gujarat and Chhattisgarh.
| CEO | Deepak Khetrapal |
|---|---|
| CMO | Manish Dua |
| Area Served | India |
| Industry | Infrastructure / Manufacturing |
| Market Share/ Revenue | Rs. 831.61 Crore |
| Vision | “Sustainably Valued Partner in Progress” |
| Tagline | VALUED PARTNER IN PROGRESS |
Marketing Strategy of Orient Cement
Let’s jump into the strategies and understand them in a better way.
Segmentation, Targeting, and Positioning
- Segmentation:
Orient Cement separated its customers into three sections: Tier I/II/III cities, Public Sector/Private Sector, and Customer/Builder.
2. Targeting:
Its main target is local customers and builders in both the public and private sectors in all-tier cities.
3. Positioning:
Finally, the position of Orient Cement as A Strong Cement Brand.
Marketing Campaigns
Orient Cement, introducing a campaign Family forever that honours the love between the family. The message was delivered in a humorous yet heart-touching way. In the campaign they try to convey the importance of the family, they wanted to create a point of view on being good inside and out. The campaign was very successful with 217k views on the youtube channel. The hashtags, promotions and advertisements were on the point.
As it is a cement manufacturing company, they do not have a great online presence even though they haven’t conducted many campaigns. They don’t conduct any kind of advertisement campaign to promote their manufacturing company.
Orient Cement can use the same marketing techniques as its competitors are using. The marketing campaign which they can follow from their competitors is advertising on television, launching an advertisement in newspapers, launching a short corporate film, and other marketing ideas.
Orient Cement can launch such advertisements and other media campaigns to increase its presence in India and other foreign countries.
Social Media Marketing
Orient Cement Ltd is active on Social Media like Instagram, Twitter, LinkedIn, and Facebook. It has followers on Instagram, Twitter, and LinkedIn.
Instagram has followers in the range of around 2.5K.
Twitter has followers in the range of around 1.5K.
LinkedIn profile handle has in the range of around 22,017 followers.
The Orient Cement Ltd posts mostly videos of partnership and informational content along with some posts related to their festival wishes. They do not update their social media handles to gain attention from people.
SEO Strategies
As you can see this website shows the traffic analyzer of Orient Cement Ltd. As per the Search Engine Optimization ranking, it is said that the Number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see that orientcement.com has 1899 organic keywords and it is considered as good. That means the digital marketing of Orient Cement Ltd is gaining a good number of insights.
And, Traffic Analysis of the month is 10K+ which is low. Hence, Orient Cement Ltd still needs improvements in its Search Engine Optimization strategies while working hard enough to keep the brand soaring in the Google organic SERP results.
Influencer Marketing
From the start, Orient Cement Ltd has collaborated with Athletes like P.V.Sindhu, Saurabh Verma, and Vladimir Ivanov. They are co-sponsors and strengthening partners of ‘Hyderabad Hunters’ which is also owned by P.V.Sindhu herself for their marketing purpose etc. Orient Cement Ltd doesn’t have an influencer to do marketing for their company. They only have Athletes to do which is mentioned here. Orient Cement Ltd needs to focus on its influence marketing.
E-commerce Strategies
In talking about the e-commerce strategies of Orient Cement there are not so many. Orient Cement needs to improve its e-commerce strategies in the current scenario. They should update their e-commerce strategies in terms of their company.
Mobile Apps
Orient Cement Ltd has this app to connect with their customers sent Cement Ltd only has these mobile apps. Orient Cement group needs to update their mobile parts to help the audience. The apps are as follows:
Content Marketing Strategies
Orient Cement Ltd is very active on social media. The post content is related to their collaboration, awareness messages, and information about their company. The only source of posting content is through Twitter, LinkedIn, Instagram, and Youtube. Also, they have a Youtube channel that contains youtube videos. Orient Cement has a Facebook page but they don’t provide much information. They press releases about their company via sources such as Business Standard, Economics Times, The Times of India, BrandEquity.com, Indian Express, etc.
This ends our elaborative marketing strategy of Orient Cement. Let us conclude our learning below from the marketing strategy of Orient Cement.
Conclusion – What’s Unique in Orient Cement Marketing
In the marketing strategy of Orient Cement, we saw that Orient Cement is gaining love and support from all the places in India. As the Orient Cement company tackles its issues, the biggest one plaguing them is its lack of missing efforts. Marketing is an important function of any company’s existence and in the current scenario. The field is rapidly digitising.
The company must focus on hiring digital marketers and marketing professionals, in the hopes that they will consider this step to achieve the desired results.
Almost every other firm, like Orient Cement, 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 Orient Cement has given you a good insight into the company’s marketing strategies.
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