Elaborated Marketing Strategy of Radico Khaitan – With STP Analysis

Marketing Strategy of Radico Khaitan 

In India, advertising of alcoholic beverages has been prohibited since 1995. RKL has been successful in promoting its products through traditional and electronic media with innovative style and marketing strategies. They have introduced content marketing as a key element in their marketing mix. Their current marketing program is heavily focused on creating digital and electronic content. 

Segmentation, Targeting and Positioning

The target audience is mainly millennials from 21-60 years of age. This is the age where most people have the urge to drink and that’s when Radico Khatin comes in. It serves as an alcoholic beverage that serves the purpose of drinking which makes teetotallers one of the happiest.

RKL has made its products available to its customers worldwide and focused on each age group and made its beverages according to their likes and preferences. 

RKL made its best positioning in the market by being the alcoholic brand in India. India is known for people with fun minds where drinking is people’s choice. RKL made sure that people can drink at parties and on occasions with their loved ones. 

Marketing Campaigns 

Morpheus Celebration Pack

Morpheus Brandy signed Nidhi Agarwal, a popular South Indian actress, and model, as the brand influencer for the brand to boost its popularity with young people and audiences in southern states of India. 

For the first time, a company signed a digital influencer to boost its digital footprints. The digital revolution is forcing business models to change and adapt to the new market reality. 

Customers expect relevance concerning what they’re doing, and they expect it anytime, anywhere, and on the device of their choice. As a result, working with influencers allows companies to cut through the noise and attract followers to their brand. It also assists in building meaningful online conversations about their brand. 

Magic Moments Vodka 

The Magic Moments Vodka features Bollywood stars Jaqueline Fernandez and Kartik Aryan. For Abhishek Khaitan, MD, the campaign tries to highlight the importance of making the most of limited time. It has been created with youth in mind. 

8 PM Premium Black (Music CDs)

Tiger Shroff, the dancing sensation & heartthrob of millions in India, was announced as the brand ambassador for Jazz 8 PM Premium Black Music CDs by Radico Khaitan. Music CDs from 8 PM Premium Black are an extension of India’s new premium whiskey. According to The Millionaire Club’s global rankings for 2018, 8 PM is the 4th fastest growing Whisky in the world. 

Social Media Marketing 

To grab the attention of brand loyalists and potential customers, RKL focuses on creating meaningful, engaging, and entertaining content. Content marketing needs to be crisp and concise to capture the shrinking attention of audiences, especially on digital platforms. The content they produce entertains and educates our users. They are available on social media platforms to raise awareness about the brand and promote their products. 

RKL has 3,612 followers on Facebook, 1,411 on Instagram, 11,021 on LinkedIn, and 1,369 on Twitter. The links to their social media handles are given below. 

Facebook: https://www.facebook.com/officialradicokhaitan/ 
Instagram: https://www.instagram.com/radicokhaitan/ 
LinkedIn: https://www.linkedin.com/company/officialradicokhaitan/ 
Twitter: https://twitter.com/radicokhaitan/ 

SEO Strategies

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, its website has 4k+ organic keywords and it is satisfactory. That means the digital marketing of Indiabulls real estate is gaining a good number of insights. Indiabulls real estate digital marketing is attracting a large number of visitors. The monthly traffic is in the 73+ range, which is amazing.

Influencer Marketing

Radico Khaitan has endorsed several campaigns featuring various celebrities and influencers to gain popularity with their young fanbase. Influencer marketing is one of the most used strategies in marketing today. They have deals with Nidhi Agarwal, Bollywood Stars- Kartik Aryan, Jaqueline Fernandez, Sunny Singh, Tiger Shroff, etc to promote their products.

Ecommerce Strategies

The online delivery of alcoholic beverages started during the pandemic. E-commerce for alcohol was an effective way to comply with distancing norms and reduce the chances of virus transmission significantly. It’s also hassle-free and faster in these times and can cater to a large section of the population. While it is a new concept for the industry, it is still in the development phase and has the potential to rival any existing e-commerce model. The online mode might take some time to show results, but it is expected to become a more popular and time-saving option in the future. 

Content Marketing Strategies 

Radico Khaitan’s content marketing strategies have evolved from creating TVCs to content created specifically for digital audiences. Since there are restrictions on advertisements of alco-bev companies, RKL has turned to digital marketing. The brand has invested about 30% of its current marketing budget in content marketing.

This ends our elaborative marketing strategy of Radico Khaitan. Let us conclude our learning below from the marketing strategy of Radico Khaitan.