Profound Marketing Strategy of Trident – With STP Analysis & Campaigns

Updated on: Dec 20, 2022
marketing strategy of Trident - 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 Welspun India. In this article, we are going to elaborate on the marketing strategy of Trident.

The intention is to provide you with insight into the corporate history of Trident, its STP analysis, and the various marketing techniques it uses to expand its business.

The marketing plan of a firm is a crucial element that can work in the company’s favour or against it. The marketing industry has transitioned to the digital era along with users from all over the world. Check out Karan Shah, the CEO of IIDE Free MasterClass in Digital Marketing 101 if you’re interested in modern digital marketing.

We’ll go over every element of the marketing strategy of Trident in this case study. Before we dive in-depth, let’s first learn about the company’s history. Then we’ll learn about its target market and internet presence.

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About Trident – 

marketing strategy of trident - trident logoSource – Design Portfolio

A young, first-generation entrepreneur named Padma Shri Rajinder Gupta sowed the first seeds of industry on the fertile lands of Punjab during the early years of the great Indian economic liberalisation when India had stepped on the economic accelerator and multiple waves of transformation were sweeping across its states. It marked Trident Group’s beginning.

The company started out with a lone machine producing fine yarn. But over time, the company propelled itself to become the largest terry towel manufacturer and one of the most integrated home textile manufacturers in the world, an unparalleled achievement.

They successfully diversified into paper, chemicals, electricity, and other industries, and today they produce much more than just household textiles.

Trident is on the way to becoming the most trusted brand that treats its customers, staff, and other stakeholders with consideration and the utmost respect, from Punjab to the homes of millions of people in over 100 countries.

Quick Stats

CEO Rajinder Gupta
CMO Rohit Jhanji
Area Served 150+ countries (6 continents)
Industry Home Textile
Market Revenue 6,941.52 Cr (Mar 22)
Vision Inspired by challenge, we will add value to life, and together, prosper globally
Tagline Excellence in nature


Marketing Strategy of Trident – 

Let’s begin the case study on the marketing strategy of Trident by presenting its STP Analysis because there are many aspects to take into account while building the optimal marketing strategy.

Segmentation, Targeting and Positioning 

Segmentation – Trident segments its products into – 

  • BED
  • BATH
  • YARN
  • FMCG

Targeting – Trident group targets households and industries.

Positioning – Trident is positioned as one of the biggest producers of yarn in India, one of the biggest producers of towels worldwide, and one of the biggest agro-based paper producers.

Marketing Campaigns 

marketing strategy of trident - marketing campaign

The debut of three new towel solutions by Trident Group has been announced through the use of innovative digital marketing across platforms. The three product lines, Tri-Safe, FaBo, and Play, place a stronger emphasis on wellness, hygiene, and performance in an effort to adapt to changing consumer expectations.

Using the same towel for the body and the face increases the risk of infections from the body spreading to the face. Trident FaBo is uniquely designed to treat the body skin and the facial skin differently in light of this.

Tri-Safe, a ground-breaking antibacterial product from Trident, has been designed with a unique antibacterial topical treatment. The item is a skin-friendly product that has received OEKO-TEX certification, an independent system that guarantees that textiles fulfil stringent safety and environmental standards.

Fitness fans may find Trident Play to be the ideal sports and gym partner. The colourful and fashionable towels in this collection are manufactured from cotton that is cultivated without the use of pesticides or synthetic fertilisers and is entirely organic.

marketing strategy of trident - marketing campaign

At the annual trade expo for home textiles, home décor, gifts, and houseware at the Bombay Exhibition Centre in Mumbai, Trident, a major participant in the home textile industry, unveiled a campaign for its new bath and home linen collection. Actress Kriti Sanon has been chosen by the company to represent it’s “The Affair to Remember” campaign.

Social Media Marketing 

  • Facebook: 2L+
  • Instagram: 17.2K
  • LinkedIn: 180K
  • Twitter: 4K+

Trident is most active and followed on Facebook and LinkedIn.

Trident usually posts promotional and product launch content on its social media handles.

SEO Strategies 

marketing strategy of trident - ubersuggest seo screenshot

Source – UberSuggest 

As per the SEO Standards, the number of keywords below 500 is bad, above 1000 is good, 10,000+ is amazing and as seen trident has 16K+ organic keywords which are good. Further as seen they have traffic of around 97K+ on the website which is impressive as above 20000 visits a month is good.

Influencer Marketing

Trident Group has Kriti Sanon as the brand ambassador. She promotes the line’s modern designs, inventive constructions, and rich fibres. They also launched a campaign named ‘The affair to Remember’ with Kriti Sanon.

E-Commerce Strategies

Trident has an e-commerce portal on its website through which you can buy its products online from its website itself. This makes it convenient for their customers to buy their products.

Mobile Apps 

Trident group has some mobile apps like – 

  • TriConnect – 500+ downloads 
  • Trident – Together Stronger – 3.5 ratings and 5T+ downloads
  • Trident – FOS App – 4.4 ratings and 1T+ downloads

Content Marketing Strategies

As for content marketing, Trident published News articles and press releases on its official website for its audience to know them better.

This brings us to the end of the marketing strategy of Trident.

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What’s unique about the marketing strategy of Trident?

Let’s quickly wrap up the marketing strategy of Trident and highlight the compelling facts from the case study. To start, Trident provides a wide variety of home decor textiles. For their target population going forward, they have some fantastic and engaging marketing campaigns, which is fantastic.

They also have a good social media and SEO strategy, as you can see from their SEO rankings. Additionally, they have a content strategy and a number of mobile apps that enable their audience to discover more about the business.

You have seen from this case study the influence that digital marketing has on a business’s success.

IIDE’s Online Digital Marketing Courses and MBA in Digital Marketing will help you with that since IIDE has been named the Best Institution for Digital Education. If you also want to do such a tremendous response from your audience, understanding digital marketing is a necessity.

IIDE Knowledge Portal includes a number of case studies that are as instructive as the marketing strategy of Trident.

Thank you for reading this post. Please comment below with your thoughts on the marketing strategy of Trident.

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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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