Precise Marketing strategy of Safran – World’s Second Largest Aircraft Equipment Manufacturer

Updated on: Dec 1, 2022
marketing strategy of safran - 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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In our previous article, we learnt in detail about the marketing strategy of a really fascinating company Skyroot Aerospace. In this article, we are going to elaborate on the marketing strategy of Safran.

The objective is to help you gain insights into Safran’s transition from being a rotary engine producer to becoming one of the most recognized and respected companies in the world.

Marketing is a part of a company’s strategy that can either succeed or fail. As users across the world go digital, marketing has stalked them to the digital era as well. If you are engrossed in digital marketing, then you should certainly check out IIDE’s Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.

We will fully cover the marketing strategy of Safran in this blog. Before we begin, let us start by learning the company’s overview, target audience, digital presence, etc 

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About Safran –

marketing strategy of safran - safran logo

Source – Wikimedia commons

Safran is a French multinational company that expands, produces and designs rocket engines, aircraft engines and many aerospace and defence equipment and their components.

It was formed by SAGEM and SNECMA in 2005. Safran purchased zodiac aerospace in 2018 and remarkably expanded aeronautical activities.

Safran has a worldwide presence with 79000 employees and acquired, alone or in partnership, world or European leadership positions in its main markets.

Safran Landing Systems is part of Safran, an international high-technology group that handles aviation (propulsion, equipment and interiors), defence and space markets. Its core motive is to contribute to a safer, more sustainable world, where air transport is more environmentally friendly, relaxing and accessible.

Safran handles 11 sites in the UK with 3,000 employees. The UK home of Safran Landing Systems is in Gloucester, a place rich in aviation history.

At Gloucester, Safran employs around 1,000 people on two sites. The crew at Gloucester design, test, manufacture and keep up a wide range of landing gears for commercial aircraft such as the Airbus A320, A321, A330, A340 and A350, plus an all-around of landing gears for UK military aircraft, such as the Eurofighter Typhoon.

Gloucester is also the UK home to Safran’s landing gear maintenance, repair and maintenance facility, which provides assistance to a customer base spanning Europe, Africa, the Middle East and Russia, on both civil and military aircraft.

To grow high-performance, safer and more environmentally-friendly technology solutions, Safran Landing Systems are continuously on the lookout for the best talent.

They believe in producing young talent and those just starting out in their careers and advertise their apprenticeships from January each year. To find out more about all career opportunities at Safran, apply through the job section of the website.

Quick Stats 

CEO Olivier Andries
CMO Oliver Raudszus
Area Served Worldwide
Industry Aerospace
Revenue $49.50B
Vision Contribute to a safer and more sustainable world, where air transport in environment-friendly
Tagline Powered by the trust


Marketing Strategy of Safran –

Let’s learn about the marketing strategy of Safran! And how Safran carries the marketing campaign etc. Let’s start with its STP Analysis.

Segmentation, targeting and positioning 

Geographic segmentation is dividing the market based on various geographic terms such as countries, zip codes, states, continents, cities and neighbourhoods. geographic segmentation is highly effective for Safran in the overseas market because the different customers have different cultures, choices and administrative systems. 

After identifying many customer segments within the overseas market, Safran targets a specific market. Any industry sector managing complicated construction and maintenance projects, including oil and gas, engineering, and construction. 

Value proposition and brand positioning are serious to marketplace success in today’s marketplace. Safran positions its product in a way that creates a distinct image and gives a specific identity.

Safran has positioned itself as the world’s second-largest aircraft equipment manufacturer.

Marketing campaigns 

marketing strategy of safran - marketing campaign

GloucestershireLive Apprentice Awards is quickly approaching and Safran Landing Systems is pleased to be sponsoring a category at this year’s event.

Materializing at Kingsholm Stadium on Thursday, September 22, finalists and winners will gather to celebrate their achievements over dinner.

The GloucestershireLive Apprentice Awards are a commemoration of the best and brightest young learners as well as the people who are assisting them to succeed. The awards are your probability to give an outstanding probationer a big pat on the back for their hard-earned procurement or thank a business for backing fresh talent.

Safran Landing Systems will be financing the outstanding contribution to apprenticeships in Gloucestershire award – which identifies an individual based in the county, who has really assisted drive Gloucestershire apprenticeship campaigns through motivation, energy, and imagination.

marketing strategy of safran - marketing campaign

Safran Group, the French multinational company that designs, create and manufactures aircraft engines, rocket engines as well as many aerospace and defence-related equipment or their components, has pronounced to set up its MRO facility in Hyderabad. It will turn up with an initial investment of $ 150 million (about Rs 1,185 crore).

The new declaration further powers Hyderabad’s position as the hub of aerospace and defence activities. This will be the biggest MRO globally and the first engine MRO made by a global original equipment manufacturer (OEM) in India.

Jubilant to hail Safran group’s conclusion to select Hyderabad for its Mega Aero Engine MRO in India. This will be SAFRAN’s biggest MRO globally and will be the first Engine MRO made by a global OEM in India

Social media marketing 

  • Facebook-313K
  • Instagram-42.7K
  • LinkedIn-765K

Safran is active on Social Media like Instagram, LinkedIn, and Facebook. It has more followers on Linkedin than on Facebook and on last Instagram.

LinkedIn is more of a professional social media which excludes teenagers as most of them don’t have an account on LinkedIn. The posts describe mostly promotional and informational content along with posts related to their new product launch.

SEO strategies 

marketing strategy of safran - ubersuggest seo screenshot

Source – Ubersuggest

As per SEO, it’s said that the number of keywords below 500 is bad, above 1000 is good, and above 10000 is amazing. As we can see that has 84233 organic words which are considered outstanding.

This means the digital marketing of Safran is gaining a good number of views. also, the traffic per month is 3 lakhs + which is outstanding.

Influencer marketing 

Safran doesn’t collaborate with other people to promote its brand. Hence Safran doesn’t opt for influencer marketing as a strategy.

E-commerce strategies 

In talking about e-Commerce strategies, Safran has its website from where they display its products and services .beside that it has a job opening on its website who wishes to apply for it.

Mobile apps

There are no such mobile apps yet. There was one app launched in 2016 for payment solutions which are now not compatible with any of the devices.

Content marketing strategies

Safran group content related to its achievement and its production of aerospace equipment. they post on Instagram and Facebook. On LinkedIn, there is a huge number of openings for jobs. Along with that, they upload some press releases, podcasts and publications on their official media in the news and media section.

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What’s Unique about the Marketing Strategy of Safran?

In the marketing strategy of Safran, we saw that Safran is gaining love and support from all the places in the world. The popularity of aircraft engines is increasing among customers.

The uniqueness of being the world’s second-largest equipment manufacturer has lessened the competition for them. Though Safran lacks in its digital marketing methods, it is still trying to evolve and grow in the digital sector.

As we know, digital marketing has taken a different change because of pandemics that affected every type of business. As per digital marketing statistics, about 60% of the population of the world operates the internet. It increased by 20% in the past two years due to the pandemic with many businesses going online.

A set-up company’s image is everything. The right campaign marketing strategies can make a company’s brand image successful or fail. Through digital marketing, effective campaigns can be framed and the scope of fixing any problems immediately is there.

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

We hope this blog on the marketing strategy of Safran 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 Safran, 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 Safran 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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