In the previous article, we got to know about the marketing strategy of RattanIndia – India’s competitive power brand. In this case study, we are going to learn about the marketing strategy of RITES – Rail India Technical and Economic Service in detail.
RITES has expanded into providing planning and consulting services for various types of infrastructure, such as motorways, ports, airports, and urban planning. A service for on-shore WDS6 Diesel Loco Leasing has been launched. In 2002, it received the rank of MINI RATNA.
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In this study, we will look at the marketing strategies of Rail India Technical and Economic Service, their influencing strategies, and whatnot. So, let’s get started!
About RITES( Rail India Technical and Economic Service)
Source – Disha Publication
Rail India Technical and Economic Service Limited, abbreviated as RITES Ltd, is under the ownership of Indian Railways, Ministry of Railways, Government of India and an engineering consultancy corporation, specializing in the field of transport infrastructure.
Established in 1974 by the Indian Railways, the company’s initial charter was to provide consultancy services in rail transport management to operators in India and abroad. RITES has its headquarters in Gurgaon, India.
RITES has since diversified into planning and consulting services for other infrastructure, including airports, ports, highways and urban planning.
QUICK STATS
| CEO | Rahul Mithal |
|---|---|
| CMO | – |
| Area served | Worldwide |
| Industry | Infrastructure |
| Revenue | ₹2,734.51 crore (US$340 million) (2020) |
| Vision | Future Ready: Not just more of the same, but much more of the new. |
| Tagline | – |
Marketing Strategy of Rail India Technical and Economic Service –
Segmentation, Targeting and Positioning
Leading multi-disciplinary engineering and consultancy organization providing a diversified and comprehensive array of services from concept to commissioning in transport infrastructure space.
Design, engineering and consultancy services in the transport infrastructure sector with a focus on railways, urban transport including metro projects, roads and highways, ports including land ports, inland waterways, airports and ropeways
Marketing Campaigns
With its wide range of services and extensive geographic reach, RITES Limited, a Miniratna (Category – I) Schedule ‘A’ Public Sector Enterprise, is a dominant force in India’s transport consultancy and engineering industry.
The company has been in business for 47 years and has worked on projects in more than 55 nations on the continents of Asia, Africa, South America, and the Middle East.
The only branch of Indian Railways that exports rolling stock abroad is RITES Limited (other than Thailand, Malaysia, and Indonesia)
A memorandum of understanding (MoU) was signed between RITES Limited, a renowned engineering and consulting firm for transport infrastructure, and the SMEC Group to work together and investigate potential infrastructure projects.
The Memorandum of Understanding will allow RITES and SMEC to work together to study and identify.
Social Media Marketing
RITES has a presence on social media platforms like Twitter and Facebook.
Twitter followers: 7K+
Facebook followers: 1L+
They mostly have promotional posts on their social media accounts. They are not much active on social media they only post about the service they provide and no other content.
SEO Strategies
Source – Ubersuggest
As seen in the image above rites.com has 14,079 organic keywords which is great as according to SEO standards 500 keywords are bad, 1000+ are good and above 10,000 is amazing.
As per SEO Standards, monthly visits above 20,000 are great and rites.com has 52,659 monthly traffic which is impressive. Most of its traffic (over 69%) comes from searches made online. RITES drives come from paid marketing campaigns.
Influencer Marketing
The collaboration will facilitate knowledge sharing and the development of business proposals, including exploring consultancy opportunities arising at various government/semi-government/autonomous bodies authorities/private entities/multilateral-funding agencies.
E-commerce Strategies
Approximately 36 years of Professional Experience, Nearly 30 years with RITES Limited in the field of Inspection of Raw materials & finished products (QA), Operation and Maintenance of Locomotives & Wagons, Marketing Division and Project Division (Urban Infra). Anticipation: Seeking senior-level assignment/ project preferably in Quality Assurance or as deemed fit according to my professional experience. As of now E-commerce is the part not explored by RITES due to the services they offer.
Mobile Apps
The IRCTC Android app is called IRCTC Rail Connect and has 5cr+ downloads from Google Play. With a rating of 3.9. New Delhi: It took a long time coming and the official IRCTC Android app is finally available for download on Google Play.
Content Marketing Strategies
Along with social media, they use newspapers like the economic times to announce any changes or any content to their audience.
Accessing additional business from existing clients and addressing the requirements of a larger base of potential new clients is one of the major strategies used by RITES.
Apart from that access sectors with growth potential as per changing macroeconomic trends and also expand operations in the sectors with some presence to have a better hold.
Conclusion – What’s unique about the marketing strategy of RITES?
Over many years now, RITES has experienced a huge development in successfully implementing open access power supply for Railways in 12 entities across the country, covering 65% of energy requirements resulting in an annual saving of INR 40,000 million for Indian Railways.
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