Complete Marketing Strategy of PNC Infratech – Detailed Explanation

Updated on: May 29, 2022
Marketing Strategy of PNC Infratech - 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.

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We learned about the marketing approach of a truly fascinating brand, Hindustan Construction Company, in our last post. We will learn about the marketing strategy of PNC Infratech, India’s leading infrastructure company, in this post.

The goal is to help you learn more about PNC Infra Tech, which has grown from a small construction company to one of the most well-known names in the infrastructure industry.

Marketing is an essential component of a company’s DNA that may make it more branded. Every business nowadays employs digital marketing to promote its services and products. If you’re interested in learning more about digital marketing, then check out IIDE’s Free MasterClass on Digital Marketing 101 by none other than our Founder and CEO, Karan Shah.

In this post, we will fully cover all the aspects of the marketing strategy of PNC Infratech. So let’s begin by learning a little more about the company.

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About PNC Infratech – Company Overview

Marketing Strategy of PNC Infratech

PNC Infratech Limited, founded in 1999, is one of the country’s leading infrastructure development, construction, and management organizations.

PNC Infratech provides infrastructure projects, including highways, bridges, flyovers, power transmission lines, airport runways, industrial area development and other infrastructure activities. Vision – By 2023, PNC Infratech wants to be one of the top five infrastructure development and construction solutions providers in the country.

In 2020, The National Highways Authority of India awarded them two new highway projects on an EPC basis for a total contract value of 1548 crores. PNC is one of the best picks in the road development sector on account of its strong execution capabilities, healthy balance sheet, robust order book, and prudent capital management.

The company’s management team comprises Ten Directors which includes one Chairman cum Managing Director, two Managing Directors, two Whole-Time Directors and five Independent Directors.

Quick Stats on PNC Infratech
Chairman Pradeep Kumar Jain
CMO Sumanta Sarkar
Area Served India
Industry Construction
Market Share/ Revenue Rs 395.90
Vision PNC Infratech wants to be one of the top five infrastructure development and construction solutions providers in the country.
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Marketing Strategy of PNC Infratech 

Segmentation, Targeting & Positioning

STP in marketing is the segmentation, the first use of marketing analytics to create specific segments of a target audience based on demographics, geography and purchasing power, lifestyles, or hobbies. PNC Infratech divided their segments and their customers based on demography which is based on gender, income, age, occupation, etc, followed by a Cross market segmentation (based on similar customers in different markets) and a psychographic segmentation (based on buying nature, characteristics, personality, etc.

Targeting is diving into the audience and accessing those with channels of marketing, lastly, positioning involves creating bespoke messaging designed for the segment they have chosen to sell products. PNC Infratech’s focus target is the global construction market.

PNC Infratech positioned itself as a pioneer in India as the premier construction company, engaged in the construction of highways, runways, bridges, flyovers, and power transmission.

Marketing Campaigns of PNC Infratech 

PNC Infratech as of now does not have any marketing campaigns. PNC Infratech 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.

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

Social Media Marketing 

PNC Infratech can be found on the following social media platforms

  1. LinkedIn with a huge base of followers – 49k+

They are not active on other social media platforms like Facebook & Instagram since it is a huge construction company and it directly deals with the government of the country for construction projects.

SEO Strategies

Marketing Strategy of PNC Infratech - SEO

As per SEO 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, Exide industries have 385 organic keywords which in SEO terms is considered really bad. That means the digital marketing of Exide Industries is not gaining a good number of insights. Or the company is not doing digital marketing at all.

Also, the traffic per month is around 12,195 which is quite okay. Hence, PNC Infratech SEO strategies have to work hard enough to keep their brand soaring in the Google organic SERP results. 

Influencer Marketing

PNC Infratech Limited is a company that deals in front-ending infrastructure development, construction and management. The company gets direct contracts from the government or big private companies. Thus PNC Infratech Limited does not require any influencer marketing strategies to market itself because the company is already well established.

Ecommerce Strategies

PNC Infratech Limited is a company that is engaged in India’s infrastructure development through construction practices. E-commerce doesn’t take up much space in the marketing strategy of PNC Infratech. PNC Infratech 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.

Mobile Apps

PNC Infratech does not have any mobile app which provides services to the client. They do have a website through which their potential clients can contact them. Firstly, PNC Infratech deals in the construction sector. It does not deal in the manufacturing of any product.

Secondly, PNC Infratech’s clients are government and many other private companies etc, who wouldn’t choose a mobile app for dealing with PNC Infratech. Such big deals are to be done personally. Considering the above factor, not having a mobile app has never been an obstacle for PNC Infratech. 

Content Marketing Strategies

PNC Infratech 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 PNC Infratech. Let us conclude our learning below from the marketing strategy of PNC Infratech.

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What’s unique about PNC Infratech’s marketing strategy? 

In this blog we have come to know about the marketing strategy of PNC Infratech, and how marketing strategies can help you to think clearly about your goals and continuously change and upgrade your activities.

As PNC Infratech Limited has very minimal use of marketing strategies they will be having certain issues in the upcoming future. Let us consider business as a tree and marketing as one of its branches. In today’s world marketing branches are growing rapidly in this business tree. Similarly, digital marketing is another branch that is rapidly growing in this business tree. In the recent pandemic period, digital marketing has gained more importance than traditional marketing. 

With the increasing importance of digital marketing, learning about the growing field is an important step. If you would like to learn more and develop skills, check out IIDE’s 4 Month Digital Marketing Course to learn more.

We hope this blog on the marketing strategy of PNC Infratech 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 PNC Infratech, check out our IIDE Knowledge portal for more fascinating case studies.

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