In our previous article, we learnt in detail about the marketing strategy of a really fascinating brand, Jindal Stainless. In this article, we will elaborate on the marketing strategy of Vedanta – the world’s leading Oil & Gas and Metals company.
One of the top oil and gas businesses in the world, Vedanta Limited, a division of Vedanta Resources Limited, has significant operations in oil and gas, zinc, lead, silver, copper, iron ore, steel, aluminium, and power in India, South Africa, and Namibia.
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We will fully cover the marketing strategy of Vedanta in this blog. Let’s start by studying the company’s history, target market, and online presence before we dive in deep.
About Vedanta –
Source – cbonds.com
Natural resource business Vedanta Limited has holdings in iron ore, steel, copper, aluminium, power, oil, and gas in addition to zinc, lead, and silver. They hope to leave a positive legacy and have a positive impact on the areas where they operate.
Vedanta’s key beliefs include operating in an ethical and responsible manner. By putting these principles into practice through their actions, procedures, systems, and relationships, they fulfil their obligations to all internal and external stakeholders.
They continually grow and learn, and work to make their processes better. The business has expanded over the last 3 decades into many locations around the world, while its operations have positively impacted the communities they operate in.
Vedanta Limited provides the natural resources needed for global development. Iron ore, steel, copper, aluminium, power, oil, and gas are some of their main exports, along with zinc, lead, and silver. Their strategic connections and competencies have a single goal: to create and protect value for diverse stakeholder groups as well as their clientele.
Vedanta has made a substantial contribution to nation-building for the past 20 years. Vedanta’s strategy is centred on governance and sustainable development, with a heavy emphasis on health, safety, and the environment. Vedanta has established a thorough framework to lead the natural resources industry in ESG.
The portfolio of high-quality, affordable, scalable assets that Vedanta Ltd. possesses routinely produces excellent profitability and has dependable cash flows. In each of its key business segments, the corporation commands market share dominance.
QUICK STATS ON VEDANTA:
| CEO | Mr Sunil Duggal |
| CMO | Mr Nikhil Kulkarni |
| Area Served | India, South Africa, Liberia and Namibia |
| Industry | Natural resources |
| Market Revenue | ₹86,863 crore |
| Vision | “To create a leading global natural resource Company.” |
| Tagline | ‘’Transforming elements’’ |
Marketing Strategy of Vedanta –
Further, we are going to learn about the marketing strategy of Vedanta and how they carry out their marketing campaigns.
Segmentation, Targeting and Positioning
Vedanta opts for Industrial Segmentation.
Due to Vedanta’s limited capacity to serve all consumers in the metal mining sector, the strategic selection of target customers is essential. Based on its resources and talents, Vedanta must decide which clients it can best serve.
The requirements want, and demands of consumers in the metal mining sector vary, as do their resources, geographic locations, access to technology, cultural preferences, attitudes toward purchases, and how they intend to use the goods and services.
Vedanta decides to split the whole market into smaller segments and groups that have comparable characteristics, purchasing habits, socioeconomic background, etc. through a process known as market segmentation. This is done to more effectively and efficiently connect with the target audience of consumers.
The Target Market of Vedanta is diversified industries using iron, zinc, copper, and lead as raw materials.
The portfolio of high-quality, affordable, scalable assets that Vedanta Ltd. possesses routinely produces excellent profitability and has dependable cash flows. In each of its key business segments, the corporation commands market share dominance.
Vedanta is positioned as the one that provides high-quality raw materials low-cost operations and sustainable development.
Marketing Campaigns
- Bravehearts Campaign
Vedanta Group, a major producer of metals, oil, and gas, is launching a special clean film featuring Meera Shenoy, a reformer and the founder of Youth4Jobs, an online forum concentrating on education and employment for persons with special needs, as part of its digital campaign Bravehearts.
The “Bravehearts” campaign commends the unnamed heroes who went above and beyond the call of duty in the Covid outbreak, which added to their very remarkable stories and relief efforts.
Roma Balwani, President of Vedanta’s Communications and Brand, commented on the occasion, saying that the company’s Bravehearts campaign “may be an opportunity to celebrate real heroes’ who aim to make a difference and make a difference in the community.”
The “Braveheart” people will be featured in a series of brief videos that Vedanta hopes to release. This video clip begins with a sequence from Meera Shenoy that demonstrates how to put a needle while also highlighting how difficult the procedure can be.
- Atmanirbhar Bharat Ke Liye Campaign
In the Atmanirbhar Bharat movie, a teacher and a Vedanta engineer inform students on a school bus that all-natural resources, such as steel, are renewable.
Aluminium, zinc, and other metals originate in the centre of Mother Earth. The music video was shot in a well. According to a well-known musical composition, these blessings, which are buried in Indian soil, might be used appropriately and will assist us in meeting the needs of the country and enabling us to become independent.
The campaign’s goal is to highlight the greater goal of nation-building in order to help India become self-sufficient in natural resources and realize our nation’s goal of Aatmanirbhar Bharat.
- For A Better Kal Campaign
Vedanta had rolled out a social transformation marketing campaign via its flagship project, Nand Ghar, centred on key regions of Health, Education, Nutrition, Women Empowerment & Hygiene. The marketing campaign titled #ForABetterKal aptly showcased the essence of Nand Ghar, aiming to bridge the gap
As a part of the campaign, the organization would be unveiling 5 movies paying tribute to frontline people of Nand Ghar who’re running tirelessly toward the upliftment of communities. The Nand Ghar project – run beneath the aegis of the Anil Agarwal Foundation – is remodelling the Anganwadi surroundings in collaboration with the Union Ministry of Women & Child Development.
The campaign, conceptualized and created through McCann World Group, throws mild on offerings inclusive of schooling and new e-mastering modules added throughout villages to make certain continuity of early life schooling even at some point of the lockdown.
Social Media Marketing
Vedanta is active on Social Media platforms like Instagram, Facebook, LinkedIn and Twitter.
- Instagram- 7,571
- Facebook- 76,235
- LinkedIn- 291,553
- Twitter- 7,504
Their most followed social platform is LinkedIn. Vedanta advertises itself through print media campaigns, posters, and video and television advertisements. It targets different communities. As we have already shown, online searches account for the majority of its traffic.
Vedant ties and states, with different campaigns. Vedanta has a strong social presence on Facebook, YouTube, Twitter and Linkedin. Vedanta has received a lot of attention for its CSR efforts and gets good publicity through those initiatives.
SEO Strategies
Source – UberSuggest
As per SEO Standards, organic keywords less than 500 are bad, more than 1000 are good and more than 10,000 are amazing as seen Vedanta has 12K+ organic keywords which are amazing, but they can still get better.
Monthly traffic of more than 20,000 is amazing, as seen Vedanta has around 118K+ monthly visits which are impressive.
Influencer Marketing
The “Our Girls: Our Pride” campaign from the Vedanta Group and NDTV aims to raise awareness of girl education in India. The initiative was started as part of Vedanta’s “Khushi” awareness campaign, which is already encouraging support for disadvantaged children’s education, health, and nutrition.
Priyanka Chopra was chosen as the “Our Girl: Our Pride” campaign’s brand ambassador. The campaign, which debuted in New Delhi on August 19, 2013, focused on important problems like nutrition, education, health, foeticide, and infanticide. The campaign will concentrate on educating the general public, raising awareness, bringing about legislation reforms, sensitizing people to female children and fostering respect for gender.
E-Commerce Strategies
The benefits of Vedanta’s e-commerce portal include clear pricing, simple access to items, small lot purchasing, channel finance, and support for micro-logistics. Other benefits include the availability of live pricing alternatives, direct buy access to a wide range of products with no quantity restrictions, as well as simple delivery tracking and micro-logistics.
Mobile App
Aapka Anil, an app by Vedanta Limited, has 500+ downloads. Important communications from Vedanta’s senior leadership team can be shared and received easily through the Aapka Anil internal communication platform. A limited number of executives have access to crucial firm information. Employees with permission may view and “like” the posts.
Vedanta will receive valuable insight into how to best assist and involve its people through this information exchange. To make it simpler for employees to view and understand corporate information, this platform was created.
Content Marketing Strategy
Building category expertise, encouraging benchmarking, and promoting data-driven decision-making supported by technology and digitalization are the specific goals of the integration of marketing and commercial. In order to promote national expansion, Vedanta engages in purchasing and selling inside the Indian subcontinent.
The merger of the marketing and commercial operations is meant to forge better ties with clients and suppliers while assuring the highest standards of governance. The new playbook for successful expansion is the integrated approach.
This brings us to the end of the marketing strategy of Vedanta.
What’s unique about the marketing strategy of Vedanta?
The most notorious case involves Vedanta’s desire to mine for bauxite in the Niyamgiri Highlands in the Indian state of Odisha, despite the hills’ native Dongria Kondh population’s steadfast opposition. The Dongria claim that the mine would devastate their trees, rivers, and way of life and that Niyamgiri is precious to them.
Vedanta has already constructed a bauxite refinery at the base of the Niyamgiri Hills, displacing more than one hundred households and generating pollution and disease.
Vedanta, who appears to want to open the mine at all costs, has not been deterred by a few high-profile divestments or an onslaught of negative press, in part because doing so would make it much more expensive to transport raw materials from elsewhere to the refinery in Lanjigarh.
To Conclude, the Marketing Strategy of Vedanta is impressive.
The company has outperformed its rivals, and the main factor in its success is its fantastic marketing initiatives that highlight the brand to customers. One of the key foundational elements of any organization is marketing, which is currently undergoing fast transformation. Learning about the expanding sector of digital marketing is crucial given its growing relevance.
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