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Detailed Marketing Strategy of SRF Limited – Detailed Overview

Updated on: Sep 19, 2022
Marketing Strategy Of SRF Limited - Featured Image

Are you looking for a Marketing Strategy for SRF Limited? Then you are in the right place as we got you covered with a comprehensive study of the marketing strategy of SRF Limited. 

So here we have discussed various ways of marketing used by SRF Limited which help them to grow their business in fibre, chemicals, agrochemicals, textiles and insulators. In a previous article, we learned about the marketing strategy of JSW energy, an Indian leading power company. 

Marketing is a component of a company’s DNA that can either make it or break it. As users across the world go digital, marketing has tracked them to the digital domain as well. If you are interested in new-age digital marketing, then you should 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 SRF Limited in this blog. Before we begin our deep dive into the marketing strategy of SRF Limited, let us start by learning the company’s story, target audience, and digital presence.

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About SRF Limited – Company Overview

Marketing Strategy of SRF Limited - SRF Limited

SRF Limited is a chemicals conglomerate engaged in the manufacturing of single unit tyre cords and it is a leading, professionally managed diversified chemicals conglomerate. SRF Limited has a workforce of 7,000 employees across 11 manufacturing plants in India and one each in South Africa, Hungary and Thailand. The company currently exports to more than 75 countries.

SRF – Shri Ram Fibres Limited was established in 1970. It also entered into the manufacturing of refrigerators in 1989. It operates in various business segments including technical textiles business, fluorochemicals, speciality chemicals and packaging films. The company is a market leader in most of its business segments in India and commands a significant global presence in some of its businesses/products.

Quick Stats on SRF Limited
CEO Ashish Bharat Ram
CMO Rajesh Singh
Area Served Worldwide
Industry Manufacturing of industrial and speciality intermediates
Market Share/ Revenue 12440 crores INR
Vision Reaching out to enrich lives.
Tagline Touching lives every day.

 

Marketing Strategy Of SRF Limited

Segmentation, targeting, and positioning:

Segmentation refers to dividing the market into specific segments of the market for customers. 

The SRF company is a market leader in most of its business segments in India and commands a significant global presence in some of its businesses/products.

Its products include cord fabrics, which have four types: Nylon Tyre Cord, polyester tyre cord, cycle tyre cord, and chafer fabrics.

The main user segments are passenger cars, light commercial vehicles, heavy commercial vehicles, tractors, and off-the-road tyres including bicycles.

In speciality chemicals and fluorochemicals, they are now in a leadership position to offer a variety of other chemicals to address emerging customer needs.

In fluorochemicals, they are the market leader and the only producer of ozone-friendly refrigerants in India, which is how they position themselves.

The other product is packaging films. Their packaging films prevent dry snacks from getting soggy and contaminated. Their product forms one of the packaging layers that not only provides protection from air, moisture, and light but also helps preserve the aroma. Its product positioned itself as  ‘We don’t make potato chips. They claim to keep them crisp for a long! It targets flexible packaging solutions to businesses ranging from food to non-food both in the category of fast-moving consumer goods and industrial products.

Another product is an industrial yarn, which is used in making seat belts. Polyester Industrial Yarn that goes into the making of the seat belt, which keeps you safe. This is how it may position itself as it relies on the best quality and technology for the same. it is used for seat belts and various industrial purposes as well.


Marketing Campaigns

As SRFcompany is of the B2B type, it mostly conducts its campaigns on social media as its potential customers are present there compared to traditional media, print media, or TVC.

Its major campaign has been on LinkedIn. 

The top campaign was about the packaging business, which focused on educating people about their USPs, which are sustainability, and quality.

#GrowingTheBetterWay

They believe in putting their best foot forward in sustainability and believe in the principles of Reduce, Reuse, and Recycle. In this campaign, they introduce their product and its features and educate on how plastic can also be sustainable if used correctly and the measures that the company has taken to ensure the same in video form.

#ReinforcingStrength 

Other campaigns revolve around the company’s work culture and employee experience, which include

Marketing Strategy of SRF Limited - 1

#ILOVEMYJOB,

In this, employees share their heartwarming working experiences with SRF. Other hashtags include #LifeatSRF and #SRFpromise.

Marketing Strategy of SRF Limited - 2

 


Social Media Marketing

Social media marketing is one of the major things SRF uses to market itself. It has a strong social media presence across all platforms. It is also updated frequently.

Facebook:7.3k likes 
Instagram:1537 followers 
LinkedIn:96,668 followers
Twitter: 834 followers

They are most followed and active on LinkedIn, where their B2B business is. The target audience is mainly businesses that are interested in their business.

Across all the platforms the content is a mix of product launches educating about the product and technologies to the work culture.


SEO strategies

Marketing Strategy of SRF Limited - SEO

SEO strategies have no other alternative. SRF uses it to the fullest. It ranks for 1468 organic keywords, which is very good. The website’s organic traffic is 11,560 monthly, which is decent. It can be improved through various SEO strategies to increase traffic and further grow the business.


E-commerce strategies

In talking about e-commerce strategies it has a website but not a portal to shop directly as it’s a B2b business so it just has a place to contact the team in order to business queries. 


Mobile Apps

SRF Limited does not have any mobile app which provides services to the client. They do have a website through which their potential clients can contact them.


Content Marketing Strategies

The content across all the platforms is very well designed and well-versed. The content on Instagram focuses on the work culture and work ethics that they stand for, which is well communicated in the posts, graphics, and captions. 

Similarly, LinkedIn focuses on work culture as well as product education and various campaigns. It also offers various daily and weekly updates on YouTube, including videos about company values, employee experience, and campaign videos. Twitter also includes daily updates and announcements of milestones for the company. The posts are well written and communicate the message really well.

This ends with an elaborative marketing strategy of SRF Limited. Let us conclude our learning below from the marketing strategy of SRF Limited.

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What’s unique in SRF Limited Marketing strategy?

SRF Limited is a successful company with a unique marketing strategy. They market their products with a socially relevant topic which helps them to beat their competitors in the market. Overall, the marketing strategy of SRF Limited is good but in our opinion, SRF should invest more in its marketing strategy considering it as a venture. 

Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.

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 SRF Limited 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 SRF Limited check out our IIDE Knowledge portal for more fascinating case studies.

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