Detailed Marketing Strategy of Usha Martin – A Leading Global Manufacturer Of Wire Ropes

Marketing Strategy of Usha Martin

Marketing is all about identifying and meeting human, social or industrial needs. It is an organisational function and a set of processes that create awareness of a product to customers, communicating and delivering products, services, and ideas to the customers in a way that creates a benefit to the organisation and the stakeholders.

It is a set of processes that creates awareness and delivers the product, services or ideas to the customer at the right place at the right price to make an organisational profit. Below is a guide to the marketing strategy of Usha Martin.

Segmentation, Targeting and Positioning

Segmenting: 

Usha Martin is divided into the following market segments; oil and gas, cranes, fishing, marine, mining, elevators and ropeways, structural system, and general engineering.

Targeting: 

Their target audience is companies in the machinery industry. Usha martin offers a wide range of products to its customers who are in the machinery and steel industry.

Positioning: 

This is to show how powerful the brand is in the customers’ minds, what the company’s message is, and how the organisation sees itself in the market. Selling an incredible output or service isn’t sufficient to guarantee a company’s success.

Marketing Campaign

Usha martin international subsidiary EMMC exhibition at subsea expo 2022

On their Facebook and LinkedIn pages, they campaigned for their EMMC Exhibition which was held between 22- 24 February 2022 in Scotland. Exhibited at #subseaExpo 2022 the world’s largest subsea exhibition and conference. The team demonstrated how technology is being adapted to find innovative solutions to make the industry safer and can be used in daily operations. 

Usha martin E2 forum

Usha Martin participated in E2 Forum as an associate partner, organised by Messe Frankfurt India at New Delhi on 1st Oct 2021. The Elevator & Escalator Conference established a suitable forum for the effective trade of knowledge and technique between the top authorities, decision-makers, industry stakeholders, experts and professionals in the vertical transportation industry.

Usha Martin delivered a special presentation on different types of elevator ropes used as lifting solutions in the elevator industry and imparted awareness of their global capabilities & services, which were highly appreciated by the audience.

8th International Elevator & Escalator 

Usha Martin took part in the 8th international elevator & escalator exhibition which was held in BCEC, Mumbai on 27 to 29 Feb’ 2020. Many top leading real estate companies and elevator companies visited their stalls. They interact directly with their customers about their products. Due to the attractive event 12,000 footfalls from different countries including India. UML got a great response from the customers as it created several new business opportunities. 

Social Media Marketing

Usha martin company isn’t a company that focuses a lot on social media and this is because its target audience is most companies. They are active on Facebook and LinkedIn social media platforms.

Facebook: 6998 likes
LinkedIn: 10,281 followers. They post content about their various segments, exhibitions, and empowerment programs.
Youtube: 127 Subscribers

It is evident that Youtube is Usha Martin’s least active page with just 127 subscribers. They rarely post content on their youtube page unlike on Facebook and LinkedIn pages.

SEO Campaign 

Usha Martin has a good SEO strategy. It has an overall of 21k plus organic keywords which is not bad. It has organic traffic of over 14k which is also an implication of a good strategy but looking at the organic monthly traffic from October 2021 till March 2022, there hasn’t been any significant progress because the monthly traffic is fluctuating and its lowest traffic visitor is March which is not a good sign of an SEO strategy. Usha martin needs to step up its SEO strategy.

Influencer Marketing

Usha Martin hasn’t employed any form of influential marketing to promote its product. This is because it is not directly serving the public. Usha Martin is a business to business company. Business-to-business (B2B) marketing refers to any marketing strategy or content that is geared towards a business or organisation. 

Companies that sell products or services to various businesses or companies normally use B2B marketing strategies. The purpose of B2B marketing is to make other businesses familiar with your brand name, and the value of your product or service, and convert them into customers.  

E-commerce Strategy

Usha Martin really does not have any eCommerce strategy because it mostly works B2B. Companies that sell products or services to various businesses or companies normally use B2B marketing strategies. But it will be better if they will start an eCommerce platform so that it will increase their credibility in front of their customers.

Mobile App

Usha martin does not have an existing mobile app. Instead, Usha Martin Technologies has extensive expertise in custom mobile application software development and has vast experience in developing Mobile Applications across various outlets including iOS and Android.

Their solutions are available on all the major handheld and smartphone platforms to help their clients achieve a faster time to market with an unmatched cost advantage. They follow the greatest standards in the industry for engineering process, product quality, delivery and support.

Content Strategy

Content marketing is a marketing strategy used to entice, engage, and secure an audience by creating and sharing relevant articles, videos, podcasts, and other media. This strategy establishes expertise, promotes brand knowledge, and keeps your business top of mind when it’s time to buy what you sell. 

Usha martin focuses on other content strategies like conferences and exhibitions since they direct their content to other businesses and not directly to the public. They excel in blog writing for awareness of their company. Usha martin’s social media content strategy isn’t strong. They post an average of 3 posts every week on LinkedIn and Facebook (the same content) and they aren’t active on youtube. On youtube, they have a total of 4 posts and haven’t posted in 7 months.

This ends our elaborative marketing strategy of Usha Martin. Let us conclude our learning below from the marketing strategy of Usha Martin.