360 Degree Walkthrough of Marketing Strategy of Phoenix Mills

Updated on: Aug 21, 2022
Marketing Strategy Of Phoenix Mills - Featured Image

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Harvard Business Review helped the students from this course present this analysis.

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In the previous blog, we learned about the detailed SWOT analysis of Phoenix Mills. In this blog, we will give a detailed and elaborate case study on the Marketing Strategy of Phoenix Mills – the largest real estate in India. 

The focus of the blog is to learn and understand how Phoenix Mills became the largest real estate company in India and how it plans to expand its growth and reach all over the world and maintain its position in India. 

Marketing is an essential part of every organization; it is a basic foundation for every industry. It serves as the backbone of the industry. If you are interested in the new digital era then you should check out IIDE’s Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.

We are going to cover the complete marketing strategy of Phoenix Mills in this blog. But first, let us begin with a bit of the company story, the target audience, and its presence.

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About Phoenix Mills,

Marketing Strategy Of Phoenix Mills - Phoenix_3

Phoenix mill is a unique niche for placing itself in the Indian real estate sector. It has entertainment complexes, mega retail malls, and commercial spaces and it is also well known for hospitality units. Its operations swirl around most aspects of real estate development, planning, execution, management, marketing, and sales. It has real-estate assets in the following cities namely Mumbai, Pune, Raipur, Agra, Bengaluru, Indore, Bareilly, Ahmedabad & Lucknow. 

Phoenix Mill was originally started in the year 1905 to manufacture cotton textiles in Bombay. This company has founded the place, being listed on the Bombay Stock Exchange (BSE) in 1959, and in the year 1987, the company entered the real estate industry and is owned by the Ruia family. The company is growing in hypermarkets and it is a crucial element of entertainment in the burgeoning HSP complex.

Quick Stats on Phoenix Mills
CEO Shishir Shrivastava
Area Served India
Industry The real estate sector, be it mega retail malls, entertainment complexes, commercial spaces or hospitality units.
Market Share/ Revenue Rs 19,362.22 Cr
Vision Creating a growth environment for the consumers of today.
Tagline N/A


Marketing Strategy Of Phoenix Mills

Let us now see the marketing strategy of Phoenix Mills and how it carries the marketing campaigns and what are the marketing strategies used by the company.

Segmentation, Targeting, and Positioning

Phoenix segments need-based, demand-based, and attitudinal-based to minimize the risk of loss and maximize growth.

Phoenix targets mainly the 18-70 age group as there are a variety of shops and almost everything would be available there.

Phoenix keeps a lot of variety and keeps it open for all. It mainly focuses on aerospace, semiconductor manufacturing, and electronics. They are in an excellent position because of their densification plan in terms of additional profits and competitive rent positioning.

Marketing Campaigns

Phoenix Mills 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 mills. 

Phoenix Mills 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.

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

Social Media Marketing

Phoenix can be found on Instagram, Facebook, Twitter, and LinkedIn

Instagram – 34.9k followers, 5795 posts, active on Instagram, and post daily.
Facebook – active on Facebook, posts daily.
Twitter – 1.2k followers, 57498 tweets, active on Twitter.
LinkedIn – 1.1M followers on LinkedIn, most active on LinkedIn.

SEO Strategies

Marketing Strategy Of Phoenix Mills - SEO

As stated in the ranking of SEO it says that the Number of Keywords below 500 is poor, above 1000 is good, and 10000 is amazing. Here we can see that https://www.thephoenixmills.com/ has 1,464 organic keywords and it is good. This shows that phoenix mills are gaining a good number of insights.

Also, the traffic per month is around 10k+ which is very good. Hence the SEO strategies are working to rank in the SERP results. 

Influencer Marketing

Phoenix mills collaborate with many celebrities to promote their products and have launched campaigns for the same. To supply Phoenix Marketcity Pune and Phoenix Marketcity Mumbai with electricity, The Phoenix Mills, through its subsidiaries Vamona Developers and Offbeat Developers, worked with ReNew Power to build solar power plants.

The system is anticipated to produce around 5 MW, or 11 million units, of power per year between the two malls and will aid in reducing CO2 emissions by 7,800 MT, which is equal to the CO2 emissions of about 18,000 barrels of oil. 

E-commerce Strategy

An eCommerce strategy is the tactics that you plan to use to promote your product in an online store to gain more sales.

They promote their products on various social media platforms but do not have any online selling portal due to unjustified reasons.

Mobile Apps

They do not have any mobile apps due to unjustified reasons.

Content Marketing Strategies

Phoenix is active on LinkedIn, Instagram, Youtube, and Facebook.

It posts promotional videos and pictures. They mainly focus on capturing people’s attention by using trends. Through its performance-driven content marketing initiatives, Jack in the Box Worldwide will adopt a digital-first strategy and concentrate on growing and increasing the brand’s online presence. The mandate comprises performance marketing, SEO, social media management, content production, communication and platform strategies, and creative responsibilities.

This ends the elaborative marketing strategy of Phoenix Mills. Let us conclude our learning below from the marketing strategy of Phoenix Mills.

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What’s Unique in Phoenix Mills Marketing?

The company has outperformed its competitors and a large part of this is possible due to its outstanding marketing efforts in promoting the brand to its clients. Marketing is one of the most important foundations of every organization, and it is now undergoing fast transformation. With the growing importance of digital marketing, it’s critical to educate yourself on the subject.

Companies are seeking highly competent digital marketers since digital marketing is a highly effective and fastest developing profession in the marketing segment. If you want to work for great companies in an intriguing sector, then check out IIDE’s 4 Month Digital Marketing Course to learn more and build your knowledge and 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 Phoenix Mills 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 Phoenix Mills check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Phoenix Mills, and do share your thoughts on this case study marketing strategy of Phoenix Mills 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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