Detailed Marketing Strategy of Rashtriya Chemicals and Fertilizers

About Rashtriya Chemicals and Fertilizers Ltd – Company Overview

The fourth-largest producer of fertilizers in India – Founded in 1978, Rashtriya Chemicals and Fertilizers has its headquarters in Mumbai. The first plant of the company was set up in the 1960s that carved out in 1978 after the reorganisation of Fertilizer Corporation of India Ltd into five companies Hindustan Fertilizer Corporation Limited, National Fertilizer Limited, Projects and Development Limited, including Rashtriya Chemicals and Fertilizers Limited. 

The Trombay unit is the first in India to produce granular compound fertilizers containing Nitrogen, Phosphorus and Potassium. The Thal unit is the largest producer of Urea all over the world. Both units have contributed significantly to the industrial progress of the country. Rashtriya Chemicals and Fertilizer plants are new-generation, energy-efficient, technologically more advanced, equipped with sophisticated instrumentation, computerised process control and management information systems. 

The units of Rashtriya Chemicals and Fertilizers are in different parts of Maharashtra and deliver products all over the country. Rashtriya Chemicals and Fertilizers believe that diversification is the key to survival and progress and therefore produces various chemicals used in food, drugs, synthetic fibres, textiles, paints, and cement in the pesticides industry. The team of Rashtriya Chemicals and Fertilizer is highly professional and thinks from every aspect of the past, present and future. The basic philosophy adopted by Rashtriya Chemicals and Fertilizer is to recycle and reuse resources. 

70% of India’s population is dependent on agriculture, and fertilizers are the prime input for the growth in the agriculture sector. Only a few companies undertook responsibility for fertilizer production, and one of them is Rashtriya Chemicals and Fertilizers, serving India for more than four decades.

As of 2020, the total fertilizer production capacity was more than one million metric tonnes per annum. Rashtriya Chemicals and Fertilizers believes in expansion by upgrading plant technology. The secret to the company’s success is the highest standard of quality products with a safe working environment for its employees.

Marketing Strategy of Rashtriya Chemicals and Fertilizers Ltd

Let’s get into the marketing strategy of Rashtriya Chemicals and Fertilizers Ltd and know about how it is moving towards farmers’ satisfaction.

Segmentation, Targeting, and Positioning

Rashtriya Chemicals and Fertilizers Limited is an Agrochemical based company that targets people in the Agricultural Industry mainly farmers and suppliers between the age of 18-60, and this age include both farmers and suppliers.

The main target of Rashtriya Chemicals and Fertilizers is to pursue attractive opportunities in the Chemical Manufacturing industry and the broader macro environment.

Rashtriya Chemicals and Fertilizers developed its market position by focusing on enhancing agriculture productivity as well as the overall development of the farming community. By supplying its services and products, Rashtriya Chemicals and Fertilizers ensured that its marketing strategy aligned with 100% farmer satisfaction.

Marketing Campaigns

#RCF Trombay Fire Department organized a community awareness campaign for students and teachers at Sree Narayanrao Acharya VidyaNiketan School, Anik-Chembur. The campaign was successful as this program involved 275 progressive students from Anik-Chembur.

#RCF organized a Veterinary Camp at Bahuara village of Vaishali district of Bihar state with the help of Animal Husbandry, Agriculture Department. About 70 animals like cows, buffalo, horses etc. were vaccinated. Various tests were conducted in the camp. Farmers were informed about possible diseases and infections in animals.

Rashtriya Chemicals and Fertilizers organized a 7-day #TreePlantation programme from 6th June to 12 June 2022 under #DPEIconicWeek to celebrate Azadi Ka #Amritmahotsav at places including Jaipur, Bangalore, Lucknow, Odisha etc. and more. RCF distributed Saplings of Mango, Jackfruit, Guava, Chikoo and other different plants.  

Social Media Marketing 

Rashtriya Chemicals and Fertilizers is active on Social Media platforms like LinkedIn & Twitter. It has got its maximum number of followers on LinkedIn than on Twitter & Facebook. They don’t have an account on Instagram. The followers on Twitter and LinkedIn of Rashtriya Chemicals and Fertilizers range from 1k – to 6k. Their post mainly contains information about the campaign and seminars they conduct for the welfare of the agriculture sector.

Facebook

• No. of followers – 1,348

Instagram

• No account

LinkedIn 

• No.of followers – 5,600

Twitter

• No.of followers – 4,101

SEO Strategies 

As per SEO rankings, we all know that the number of keywords below 1000 is somewhat wrong and above 10,000+ is fantastic. From the above picture, we can see that Rashtriya Chemicals and Fertilizers has 12613 organic keywords, which is considered an amazing SEO strategy. 

Again the amount of organic traffic per month, around 49k+, is excellent. Here Rashtriya Chemicals and Fertilizers are getting 1,40,268 backlinks. Hence, it is evident that the SEO strategies of Rashtriya Chemicals and Fertilizers have improved a lot.

Influencer Marketing

Influencer marketing is also a kind of marketing in which influencers are supposed to promote a brand to a larger audience. Influencers are like opinion leaders who have a large social following. They present themselves as reliable sources of information.

Rashtriya Chemicals and Fertilizers Ltd could use this kind of marketing to spread awareness to people about farming, chemicals, fertilizers, and their products.

Ecommerce Strategies

Even though Rashtriya Chemicals and Fertilizers Limited is a leading fertilizer and chemical company in India, it does not provide customer-oriented services such as building e-commerce websites that allow farmers or suppliers to purchase chemicals or products directly from their websites.

Mobile Application

Rashtriya Chemicals and Fertilizers have two applications available on the play store & app store i.e. RCF Kissan Manch & RCF Dealer Parivar. By the name, we can understand that RCF Kissan Manch is for farmers and people connected with agriculture. 

Through this application, one can check the availability of agricultural products in Mandis all over India, product rate (Bhav per Quintal) etc. Farmers can also check the temperature and weather forecast of their respective areas. The application also provides FAQs related to agriculture, answered by biomass and agricultural experts.

Another application named RCF Dealer Parivar is for the dealer family. Here the agricultural dealers can maintain their inventory-related working, accounts and finance including, sales, payment, invoice details, outbound delivery, credit limit, vehicle status, godown stock and current & overdue outstanding.

RCF Kissan Manch has 5k+ downloads with a star rating of 4.4, on the other hand, RCF Dealer Parivar has 1k+ downloads with a star rating of 4.4. These applications are helping Maharashtra’s farmers & dealers in maintaining their day-to-day perks in the agricultural sector.

Content Marketing Strategies 

As discussed earlier, Rashtriya Chemicals and Fertilizers are minimally active on social media i.e. LinkedIn and Twitter. The company interacts with its customers through posts on Linkedin and by press releases on its website. Through both of these modes, the company only focuses on providing updates about its social responsibility, products, and activities for farmers.

This ends our elaborative marketing strategy of Rashtriya Chemicals and Fertilizers. Let us conclude our learning below from the marketing strategy of Rashtriya Chemicals and Fertilizers.