Comprehensive Marketing Strategy of Phillips Carbon Black

Updated on: Jul 10, 2022

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In our previous article, we extensively studied the SWOT analysis of GHCL. Today, we will learn deeply about the marketing strategy of Phillips Carbon Black – an established chemicals, consumer products, and textiles brand in India.

The primary objective is to shed light on how Phillips Carbon Black grew as a company and how diversity has become a core part of its business. We will also check out the different marketing approaches they implemented that brought them success in their industry.

Every company has an end goal of diversifying, scaling, and generating higher revenue. To develop a substantial income, the products have to be good, but the marketing strategy also has to do so. The world has been gradually shifting towards newer forms of marketing, and one such form is digital marketing. So, if you wish to do a big business, you need to know the ABCs of digital marketing. To learn that, check out IIDE’s free Masterclass on Digital Marketing 101 by our CEO and Founder, Karan Shah.

Before we cover the various marketing strategy of Phillips Carbon Black in 2022, we first need to know the story of the company, its business model, and its digital presence. Let’s dive in, shall we?

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About Phillips Carbon Black – An Overview of the Company

PCBL, a part of RP-Sanjiv Goenka Group, was set up by Mr K. P. Goenka in 1960 and started production at Durgapur with a production capacity of 14,000 MT per annum. For over six decades, PCBL has been playing a pioneering role in the performance materials and speciality chemicals segment, with a current production capacity of 6,03,000 MT per annum and generating 91 MW per hour of green power. 

Today, PCBL is the largest carbon black manufacturer in India and a strong global player with a significant customer base in 45+ countries. Apart from four strategically located state-of-the-art plants at Durgapur (West Bengal), Palej (Gujarat), Mundra (Gujarat) and Kochi (Kerala), it has also set up R&D centres at Palej (Gujarat) and Ghislenghien (Belgium).


Quick Stats on Phillips Carbon Black
Managing Director Kaushik Roy
Chairman Dr Sanjiv Goenka
Area Served Pan India
Industry Performance materials and speciality chemicals segment
Market Share/ Revenue INR 1.22TCr
Vision A trusted Global player providing cutting edge solutions to our Partners and an exciting workplace to our People.
Tagline Growing Legacies


Marketing Strategy of Phillips Carbon Black

In this section, we will discuss the marketing strategy of Phillips Carbon Black in 2022. We will learn how they used various marketing channels to promote their products.

Segmentation, Targeting, and Positioning:

Phillips Carbon Black uses the broadest available segmentation of the target market. They are aiming for all geographical locations, whether they are Tier 1, 2, or 3 cities. In fact, in many cases, there isn’t much targeting or segmentation involved because they are attempting to reach all demographics, geographics, and psychographics of consumers. Along with that, their speciality chemicals are primarily used as a pigment in plastics, inks, coatings and many other applications.


The company manufactures carbon blacks used for non-rubber applications and speciality blacks. PCBL’s major customers are from the tyre industry, power sector, elastomer, plastic, paints and ink manufacturing industries.


Phillips Carbon Black maintains its position as a high-quality speciality blacks producer. Phillips Carbon Black has a long-standing commitment to providing cutting-edge solutions to its Partners. Sustainability is an integral component of their approach to business and work practices.

Marketing Campaigns

Phillips Carbon Black does not have a great online presence even though they haven’t conducted any kind of campaign. They don’t conduct any kind of advertisement campaign to promote their products. 

Phillips Carbon Black 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.

Phillips Carbon Black can launch such advertisements and other media campaigns to increase its presence in India and other foreign countries.

Social Media Marketing

Phillips Carbon Black is not active on social media sites. They can only be found on Facebook and LinkedIn.

Facebook: 3,140 people like their page on Facebook. On Facebook, they post the wishes of festivals, awards & achievements, sustainability & environment, and hiring posts.
Linkedin:  Phillips Carbon Black has a LinkedIn following of 32,000+ people. They post the same posts posted on Facebook.
Instagram: No account found. They don’t have any profiles on Instagram to date.
Twitter: No account found. They don’t have any accounts on Twitter to date.

They are not active on other social media platforms like Twitter & Instagram since it is a huge B2C company and it directly deals with the clients.

SEO Strategy

Marketing Strategy of Phillips Carbon Black - SEO

SEO is an organic process through which we get our website to rank higher up on any search engine for higher visibility. In today’s day and age, it is very essential to stay visible on the search engine because that is where most of the buying and selling happens.  

Let us first understand the metrics with which we measure the success or failure of the SEO strategy of a firm. The number of organic keywords – below 500 is bad, above 1000 is good, 10,000+ is amazing. The number of organic keywords here is 946 therefore we can say that the SEO strategy of Phillips Carbon Black is good.

Influencer Marketing

Phillips Carbon Black does not use any kind of influencers or brand ambassadors. Phillips Carbon Black should influence their customers by getting some famous personalities on board to promote its products. 

Ecommerce Strategies

As we know Phillips Carbon Black is a company that directly deals with its potential clients, so as we can see that all of the products are provided from the office itself, they should also provide the products from their website as most of their competitors do.

E-commerce doesn’t take up much space in the marketing strategy of Phillips Carbon Black. Phillips Carbon Black does not have an E-commerce portal, however, they do have ample information on their website and various offices of their, through which a potential client can reach out to them for any business-related inquiry.

Content Marketing Strategies

Phillips Carbon Black Limited does not use any content marketing strategies and they are not active in this section of posting different articles on their website. They do say about their achievements on their website and the growth strategy they are going to imply in future.


This ends our elaborative marketing strategy of Phillips Carbon Black. Let us conclude our learning below from the marketing strategy of Phillips Carbon Black.

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What’s unique about Phillips Carbon Black’s marketing strategy? 

In conclusion, Phillips Carbon Black has beaten its competition and therefore the biggest reason for that’s its amazing marketing efforts in highlighting the brand to its customers. Marketing is one of the pillars of any business, and currently, this pillar goes through rapid change. With the increasing importance of digital marketing, learning about the growing field is a crucial step. 

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 Phillips Carbon Black 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 Phillips Carbon Black check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Phillips Carbon Black, and do share your thoughts on this case study marketing strategy of Phillips Carbon Black 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]


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