Profound Marketing Strategy of Saint Gobain – With Company Overview & STP Analysis

Updated on: Dec 1, 2022
marketing strategy of saint gobain - 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.

Practical assignments, case studies & simulations from Harvard Business Review helped the students from this course present this analysis.

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In the previous article, we discussed the marketing strategy of Hindustan Construction Company. In this article, we are going to talk about the marketing strategy of Saint Gobain. Saint Gobain was originally a mirror manufacturer but now they also manufacture a variety of construction materials.

Marketing is one of the crucial factors on which the success of a company depends. As we all are conscious of the fact that the world is slowly and gradually turning digital.

This has gradually modified the way of marketing and now we see most of the brands opt for digital marketing as well along with traditional means. It is because of the countless benefits that digital marketing has. 

If you are also curious about learning digital marketing then a Free Masterclass in Digital Marketing is the best solution for you.

We will learn the entire marketing strategy of Saint Gobain in this article. Before diving deep into it, let’s begin with the company’s story.

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About Saint Gobain –

marketing strategy of saint gobain - saint gobain logo

Source – Wikipedia

A 350-year-old French multinational corporation is Saint Gobain. It is well-known for producing glass, but it also makes building and high-performance materials. It employs around 190,000 people and has business in 64 nations.

The corporation generated sales of €42 billion in 2013. It is an extremely inventive corporation that submits roughly 400 patent applications annually. The company is divided into three main business divisions: building distribution, construction products, and innovative materials.

Since establishing a presence in India in 1996, Saint-Gobain has grown rapidly and profitably. It currently has 26 production facilities (almost all of which are ISO 14000 and OHSAS 18000 certified) and more than 16,186 permanent and temporary employees in India. It is a leader in all of its primary businesses.

Saint-Gobain reported sales of approximately INR 87.384 billion in 2021. India offers Saint-Gobain a sizable window of opportunity for expansion. Saint-operations Gobain’s in India are housed by two sizable organisations: publicly traded Grindwell Norton Limited (GNO) and Saint-Gobain India Pvt. Ltd. (SGI).

Quick Stats

CEO Benoit Bazin
CMO Bo Velling-Theisen
Area Served Worldwide
Industry Building Materials
Revenue 44.16 Billion
Vision Our vision is to become the worldwide leader in light and sustainable construction.
Tagline Invent yourself. Reshape the World


Marketing Strategy of Saint Gobain – 

Let’s analyze the marketing strategy of Saint Gobain! And how Saint Gobain runs its campaign, etc. Beginning with its STP Analysis.

Segmentation, Targeting and Positioning

The development of Saint Gobain Marketing Strategy requires identifying a segmentation basis to understand the specific buying behaviour of the customers of Tier I and Tier II Cities.

The Targeted audience will be the  Middle Class and Upper-Class Customers, corporates and builders. The needs, expectations and buying behaviour of customers are heterogeneous and depend on multifaceted factors- like Age, Gender, Income, and Lifestyle.

The Positioning is to Innovative Glass Technology over the world.

Marketing Campaigns 

marketing strategy of saint gobain - marketing campaign

A unique marketing and promotion plan has been created by Saint-Gobain. Despite operating in the B2B market, the company has actively sought out customers and has invested in creating its brand.

By concentrating on advertising, Saint-Gobain has been able to establish its brand.

The brand has targeted the end users using its advertising strategy and that made a difference in the long run.

High market shares and a great performance in the relevant industry has to help Saint-Gobain gain a tremendous amount of brand visibility.

Saint-Gobain is known for its aggressive marketing and possesses an enormous sales team which plays an important role in advertising and marketing the brand’s products in the global market.

  • ‘Ceiling Nahi Feeling Hai’

marketing strategy of saint gobain - marketing campaign

The integrated campaign is highlighted by a TV commercial that emphasises the value of ceilings in home decor by taking an empathetic storytelling approach.

Social Media Marketing

  • Instagram – 26.9K
  • Facebook – 380K 
  • LinkedIn- 678K 
  • Twitter – 23.7K 

Saint Gobain has the most followers on LinkedIn and then on Facebook.

Their posts on social media handles are about the projects they work on and about their motto i.e Sustainable construction.

SEO Strategies

marketing strategy of saint gobain - ubersuggest seo screenshot

Source – Ubersuggest 

As per the SEO Analysis keywords below 500 are bad, above 1000 are good and above 10,000 are amazing as seen in the image above has 78K organic keywords which is amazing. 

And as for monthly traffic, they have 116K monthly visits which are impressive as above 20,000 is considered amazing.

Influencer Marketing

Saint Gobain does not use any kind of influencer marketing. They can still opt for influencer marketing like their competitors as an influencer is a new kind of marketing that helps to reach out to more audiences on social media. They just need to collab with the influencers who are related to their target market.

E-commerce Strategies

Talking about the e-commerce strategies Saint Gobain has its own website from where they sell its products with special offers. 

Content Marketing Strategies

Saint Gobain is very active on social media. The post content is related to their new products and their Quality, benefits, etc. The only source of posting content is Facebook or Instagram. Also, they press releases about their product via different News Channels.

Mobile Apps 

Saint Gobain has numerous mobile apps on the Google play store and Apple store. Some of them are – 

  • Skyline Saint Gobain – 4.7 ratings and 1T+ downloads
  • Gyproc TechConnect – 4.4 ratings and 1T+ downloads
  • Gyproc Samriddhi – 4.4 ratings and 10T+ downloads
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What’s Unique about the Marketing Strategy of Saint Gobain?

This brings us to the end of the marketing strategy of Saint Gobain. To conclude let’s take a look at the important factors in the marketing strategy of Saint Gobain. 

To start with they have a good STP Analysis and divided the target market accordingly so they can satisfy the customers. They have some amazing marketing campaigns that clearly showcase their motive.

Further coming to online presence which is crucial in today’s world, they are great at it with some amazing engagement with their target market. They are present on all possible platforms their target market may use. To talk about SEO they are on right track with the organic keywords and monthly traffic. 

As you saw due to the world turning digital, marketing of the companies has changed a lot. If you also want to change your take on marketing and learn new marketing styles then Online Digital Marketing Course will help you with that. 

Hope you liked the marketing strategy of Saint Gobain and it helped you. If you want to read such marketing strategies of brands then the IIDE Knowledge portal is the place for it. 

Thank you for reading the article till the end. Do share your suggestion and viewpoint in the comments section.

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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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