In-Depth Marketing Strategy of Pennar Industries – With Company Overview

Updated on: Jun 29, 2022
Marketing Strategy of Pennar Industries - Featured Image

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Pennar Industries is India’s leading supplier of high-value engineering products and services. In our previous article, we understood in detail the SWOT analysis of Pennar Industries. In this article, we are glimpsing an overview of the marketing strategy of Pennar Industries.

Every company must begin somewhere to become the brand of the future. Pennar Industries, known for its remarkable precision-designed goods, has a stronghold over India’s primary growing industries. This blog intends to acknowledge the B2B company’s massive product portfolio and operation across 10 industries worldwide. 

Marketing is the backbone to channelling the best strategy into a funnel of successful business, whether industrial marketing or direct consumer marketing, to convert a business into a brand. The Digital workspace is familiar ground for companies globally to skyrocket their businesses.

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In this article, we will discuss the marketing strategy of Pennar Industries. Let us begin our deep dive by learning about the company’s history, target audience, and digital presence.

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About Pennar Industries – Company Overview

Marketing Strategy of Pennar Industries

Pennar Industries Ltd, an ISO 9001:2008 certified company, began operations as a stand-alone Cold Rolling unit in 1988. Pennar Steels Limited was the company’s name at the time, and it has since grown into a multi-product, a multi-location company having a significant presence in sectors like Infrastructure, Power, General Engineering, and Building & Construction among others. Today, they are a technology-driven, value-added engineering firm.

They’ve dedicated themselves to offering outstanding customer service and have successfully established their identity as a Powerhouse of Engineering Excellence. They have two subsidiaries under them, Pennar Global Inc., USA and Pennar GMBH and a global presence with ten manufacturing facilities.

Quick Stats on Pennar Industries
CEO Joginapally Venkata Nrupender Rao
Sr. Marketing Manager Mpvd Prashanth
Area Served India, United States of America, Germany
Industry Industrial Machinery Manufacturing
Market Share/ Revenue INR 532.97 Cr
Vision To build trusted, high-quality products and solutions in the Precision Engineering Industry that enhance the competitiveness of our clientele and improve the quality of life for people everywhere.
Tagline Thinking Precision Engineering? Think Pennar Industries


Marketing Strategy of Pennar Industries

Pennar Industries’ initial, which is a rendition of a leaf, is represented by the letter ‘P.’ The void space shooting upward and forward in a single-point viewpoint denotes precision. The unified Pennar Industries brand displays all verticals working toward the same purpose and objective and progressing together.

Segmentation, Targeting, and Positioning

Pennar Industries are committed to producing and providing high-quality, precisely engineered goods and services to consumers worldwide, with the goal of “Total Customer Satisfaction Through Total Quality Management.”

Demographic segmentation: TDemographically, the two primary characteristics are educational level and occupation. Engineers and Engineering, as well as other similar professions or organizations, are the company’s target clientele.

Geographic segmentation: Pennar Industries’ operations are spread around the globe to serve diverse machine industries. Infrastructure, vehicles, electricity, general engineering, building and construction, and other sectors are covered by this multi-location, multi-product corporation. Pennar Industries, which has a presence throughout India, also has subsidiaries in the United States and Germany.

Firmographic Segmentation: The technique of categorizing customers based on shared corporate or organizational traits. Pennar Industries works with a variety of industries, thus knowing their requirements and objectives is essential. Pennar Industries, for example, has a foothold in the car industry by selling vehicle components to companies such as Toyota, Tata, and others.

Pennar Industries is a pool of industries with various target audiences in business-to-business space depending on industry sectors such as Railways, Tubes, Industrial Components, and Steel Products. 

The positioning of Pennar Industries as a brand is quite attractive with its 43+ years of experience in precision-engineered products. The brand logo says a lot about the company and its vision and mission. Pennar Industries – A LEGACY OF PRECISION ENGINEERING EXCELLENCE

Hence, The target audience or organization has a mindset of procuring raw materials or services for their end products that Pennar industries can handle. The tagline “Thinking Precision Engineering? Think Pennar Industries” is positioned right at the top of the minds of their target audience. 

Marketing Campaigns

Pennar Industries as of now does not have any marketing campaigns. Pennar Industries 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.

Pennar Industries can launch such advertisements and other media campaigns to increase its presence in India and other foreign countries.

Social Media Marketing 

Marketing Strategy of Pennar Industries - LinkedIn

The company has a B2-B business model, leveraging the powerful LinkedIn social media platform to showcase the massive product portfolio. However, the specific sector does have its own social media presence to generate leads and sales. For example, Pennar Industries Limited – Photovoltaic Manufacturing has a Facebook page.


Marketing Strategy of Pennar Industries - LinkedIn Ad 1Marketing Strategy of Pennar Industries - LinkedIn Ad 2
Marketing Strategy of Pennar Industries - LinkedIn Ad 3

Pennar Industries LinkedIn has 14,481 followers. And the employees connected approx. 1,729. The followers consume product-related content posts such as posts of ads, images, videos, and documents. Above are the images of Ads which Pennar Industries runs on its LinkedIn Handle.

SEO Strategies

Marketing Strategy of Pennar Industries - SEO

An SEO plan is required to get a high position and increase website traffic. Pennar Industries ranks somewhat lower than the average for an effective SEO marketing approach. As can be seen, the domain authority score is low – 33 on a scale of 100 indicates a lower likelihood of ranking on SERP. On the other hand, organic keyword traffic accounts for roughly 73.3 percent of total traffic. Last but not least, monthly organic traffic is poor. The most commonly used keywords are “Pennar industries.”

Influencer Marketing

Pennar Industries has not partnered with any celebrities or influencers because it seems not necessary for the firm.

Ecommerce Strategies

Pennar Industries does not have an internet selling platform; instead, they contact businesses and supply them with products and services relevant to their sector.

Mobile Apps

Pennar Industries does not have a mobile application since they do not sell their products directly to people but rather to businesses.

Content Marketing Strategies

Pennar Industries’ website has a plethora of information. The website features press release updates, news stories, newspaper cuttings, and an event area for current or former events. The data is mainly financial sales orders or earnings produced over the year.

This ends our elaborative marketing strategy of Pennar Industries. Let us conclude our learning below from the marketing strategy of Pennar Industries.

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What’s Unique in Pennar Industries’ Marketing?

Pennar Industries is India’s largest industrial high precision Engineered steel component manufacturer, specializing in vital safeness and high-performance parts for domestic and international markets. The company succession is a sequence of intelligent acquisitions and growth strategies. 

Pennar Industries leverages its massive network of business organizations and years of experience to generate business profit. Hence, this cuts the cost of marketing efforts for the company. That means Pennar Industries do not indulge in hardcore marketing to promote its products and service. However, the scope of marketing is highly recommended to strengthen leads and sales figures. Activities on digital marketing platforms can prove profitable and increase overall business visibility.

Almost every other firm, like Pennar Industries, 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 Pennar Industries has given you a good insight into the company’s marketing strategies.

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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]


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