Complete Marketing Strategy of Schaeffler India – With Detailed Study

Updated on: Jun 27, 2022

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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 blog, we learned about the detailed marketing strategy of Tata Group, India’s one of the oldest and largest industrial groups. 

In this blog, we are going to have a detailed study on the Marketing Strategy of Schaeffler India which is previously known as FAG Bearings India Ltd is one of India’s major ball and rolling bearing manufacturers servicing the automotive and multiple core industrial segments. 

The objective of our blog is to learn and get to know more about the marketing strategies of Schaeffler India, their influencing strategies, and just all about this massive innovative company.

So, as you saw the world is going digital and innovative with massive speed and marketing at its peak. So if you’re getting more curious and wanna know more about marketing then just click on Free Masterclass on Digital Marketing by the CEO and founder of IIDE, Karan Shah.

By the end of this blog we’ll learn everything about this massive innovative company Schaeffler India so, just let’s get started!

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About Schaeffler India

Marketing Strategy of Schaeffler India

Schaeffler India was founded on 27th April 1962. The CEO and Managing Director of the company are Mr Harsha Kadam. Schaeffler India was incorporated in 1962 as Precision Bearings. It is a member company of FAG group of Germany, it’s a leading industry in the Indian Bearing industry. The company manufactures a wide range of bearings conforming to stringent international quality standards.

Schaeffler India is a leading OEM supplier to the automotive industry, mechanical and electrical engineering industry, besides the Railways. The company has many clients who are experts in their industries some of them are: 

  • Ashok Leyland
  • SAIL
  • BHEL
  • Hero Honda
  • Siemens
  • Mahindra & Mahindra (M&M)
  • Hyundai India
  • Eicher Motors

And many more….

And the products are 

  • Deep Groove Ball Bearings
  • Four Point Ball Bearings
  • Self-Aligning Ball Bearing
  • Spherical Roller Bearing
  • Tapered Roller Bearing
  • Milestones

The company has received so many Certifications and awards because of its innovative marketing strategies. Schaeffler India Limited is located in Pune, Maharashtra, India, and is part of the Motor Vehicle Parts Manufacturing Industry.

The company’s equity share is running around nearly 2,000 per share and at this moment its Market capital is 32,466.62 crore.

Quick Stats on Schaeffler India
CEO Harsha Kadam
CMO Satish Patel
Area Served Globally
Industry Machinery/ Bearings
Market Share/ Revenue The estimated annual revenue is currently $0.76B
Vision We shape progress and movement. Rotary and linear motion.
Tagline We pioneer the motion


Marketing Strategy of Schaeffler India

The company’s strategy is simple to shape the future of mobility and motion in cooperation with its customers, partners, and society.

Segmentation, Targeting, and Positioning

The target audience of Schaeffler India is most of the leading industries and business owners because it’s a global automotive and industrial supplier. And normal people like us are not their direct customers.

The target audience of the company is massive big industries like TATA group, JSW, NMDC, Hitachi, Cummins India, and many more… with its innovative technologies, products, and services Schaeffler India is achieving its target audience rapidly.

Schaeffler India made its positioning in the market with its huge success. The company is a reliable partner for making the motion and mobility more efficient, intelligent, and sustainable. With this trust of innovation and mobility and with High quality of products it’s now a trusted company globally.

Marketing Campaigns

 Marketing Strategy of Schaeffler India 100% 11 To enable screen reader support, press Ctrl+Alt+Z To learn about keyboard shortcuts, press Ctrl+slash Turn on screen reader support - Campaign 1

Schaeffler India is successfully running its image campaign and is expanding the range of images. The campaign was launched in October 2020 and reached more than 170 million people globally. Its second round of campaign is also running in India and its brand is being strengthened with sustain blender. This campaign of the company is mainly focusing on digital channels with its wide range of images.

The company’s campaign is so successful and achieved milestones worldwide so now it’s continuing its successful image campaign going for the Asia Pacific region. The campaign is based on the success of the first three parts of Schaeffler‘s global image campaign, which was successful in the markets of countries like Germany, China, the United States of America, Japan, and India in 2020-21.

 Marketing Strategy of Schaeffler India 100% 11 To enable screen reader support, press Ctrl+Alt+Z To learn about keyboard shortcuts, press Ctrl+slash Turn on screen reader support - Campaign 2

Another campaign run by the company’s official Instagram page is Schaeffler’s brand store. It offers you to purchase the high-quality merchandise of the company, currently, they have around 65 products in their brand store for their customers and it keeps expanding with time with textiles, sports articles, accessories, bags, and much more. This campaign is basically for their products and merchandise for people who love Schaeffler all over the world.

The campaign is getting successful because of its high quality of products and because of that they keep adding more products for Schaeffler lovers. The company also adds a new sports collection, including cycling and running apparel and the new Schaeffler lounge suit, which will also be available in the store shortly.

 Marketing Strategy of Schaeffler India 100% 11 To enable screen reader support, press Ctrl+Alt+Z To learn about keyboard shortcuts, press Ctrl+slash Turn on screen reader support - Campaign 3

Schaeffler India is running an Ad campaign on their official website for their new product Schaeffler Xtra3 Multipurpose Premium Grease Lubricant it’s a German excellence Greece made in India. The campaign is done to increase the sales of products in India. All aspects of the campaign and product are created from the view of Indians. The campaign will tell you everything about product specifications and benefits.

The ad is successful and ranks on top of the Schaeffler India website and its sales are increasing because of the creative ad and it’s providing all useful information.

Social Media Marketing

Schaeffler India is active on social media platforms like Facebook, LinkedIn and you can find the official Schaeffler Group page on Instagram and Twitter too. The likes and followers they’ve on different social media accounts are as follows:

Facebook: 187k+ likes
Instagram: 19.5k followers
Linkedin: 246,716 followers
Twitter: 24.2k followers

As you can see the company is quite popular on social media as its Facebook page has more than 187k likes and its official Instagram handle has more than 19k followers. LinkedIn and Twitter are more professional platforms where you can get to know more about a company’s vision and business perspective and get more updates on new products and the company’s financial decisions.

Are you curious and want to learn Social Media Marketing from go-to industry experts? If yes, then check out IIDE Social Media Marketing and Facebook & Instagram Ads courses to know more.

SEO Strategies

 Marketing Strategy of Schaeffler India 100% 11 To enable screen reader support, press Ctrl+Alt+Z To learn about keyboard shortcuts, press Ctrl+slash Turn on screen reader support - SEO

As per SEO ranking, it is said that the number of keywords below 500 is not good, above 1000 is good and 10,000+ is excellent. As we can see, has 2,318 organic keywords and it’s considered good. This means the Digital marketing of Schaeffler India is gaining a good amount of insights. And the monthly traffic is in the 25k+ range, which is considered good.

But the company needs still growth if it wants to beat its Competitors and want to become a peak industry i.e. Schaeffler India needs to work more on its SEO strategies so that company can be the best and can attract more organic traffic to its website so the company’s sales can increase and achieve more milestones worldwide. 

Influencer Marketing

Marketing Strategy of Schaeffler India - Influencer Marketing

Schaeffler India has collaborated with the famous team ‘Puneri Paltan’ of the Pro Kabbadi League. The company has sponsored this spectacular kabaddi team to support Indian sports globally, promote their brand name, and increase the sales of products via sports and Kabbadi fans.

E-commerce Strategies 

If we talk about the e-commerce strategies, Schaeffler India has its website portal of Schaeffler store and Schaeffler brand store where they sell their products and merchandise with special discounts and offers. Rather than that, it has gone along with other online shopping apps such as Amazon, Flipkart, etc.

Are you curious and want to learn more about E-Commerce strategies with excellent teachers? If yes, then please go and check out the IIDE E-commerce Management course to know more.

Mobile Apps

There is no official app available for Schaeffler India. Still, several apps are available on the Play Store and Apple stores of the official Schaeffler Group like   

  • OriginCheck 
  • Schaeffler Health Coach,

And many more…

Content Marketing Strategies

Schaeffler India is not so active on social media as compared to the official Schaeffler Group their posts are pretty minor and they’re less engaging but you can find blogs and much about their sponsorships and product news on their Facebook page. Also, they press releases about their stocks, news, and finances of the company via various sources like Business Standard, The Economic Times, The Financial Express, Simply wall St, etc.

This ends our elaborative marketing strategy of Schaeffler India. Let us conclude our learning below from the marketing strategy of Schaeffler India.

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Conclusion – What’s Unique in Schaeffler India Marketing?

In the marketing strategy of Schaeffler India, we saw that the company is getting love and business from all over the world.

Schaeffler is actively engaged in innovating and shaping the global pace of change. With innovative technologies, products, and services for CO2 efficient drives, electric mobility, Industry 4.0, digitalization, and renewable energies. The company is snowballing and getting the industry leaders as their clients such as Ashok Leyland, Mahindra & Mahindra, and many more because of their good marketing strategies. But if we talk about the social media marketing strategies of Schaeffler India they’re still growing in terms of the social media sector.

The company must focus on hiring digital marketers and marketing professionals, in the hopes that they will consider this step to achieve the desired results.

Since the pandemic, the importance of digital marketing has increased dramatically, and it is here to stay; it is moving from a “good to have” to a “must-have” skill. 

Almost every other firm, like Schaeffler India, is striving to boost its digital presence and, as a result, is looking for digital marketers. Check our Online Digital Marketing Course if you want to learn more and improve your skills. Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of Schaeffler India 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 Schaeffler India, check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Schaeffler India, and do share your thoughts on this case study of the marketing strategy of Schaeffler India 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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