Extensive Marketing Strategy Of Vinci – In-Depth Analysis

The group has two major business segments: contracting, and concessions.

Vinci is on a mission to plan, finance, build and operate infrastructure and facilities that improve everyday life and mobility for all. 

VINCI is a world leader in concessions, energy and construction, with operations in nearly 120 countries. Their goal is to accelerate changes in our living environment, infrastructure and mobility in response to climate catastrophes.

They also want to promote social progress by becoming a humanistic group that embodies inclusion and solidarity. With its economic performance and commitment of  220,000 employees, we are fully embracing our role as a private sector partner working for the public good, building a more sustainable world.

They are committed to acting in an environmentally and socially responsible manner because they have a strong vision of holistic performance beyond economic and financial results. 

They also believe that reaching out and engaging all stakeholders is essential to doing business because the projects they create are in the public interest. 

Driven by this ambitious vision, VINCI’s goal is to create long-term value for its customers, shareholders, employees, partners and society at large.

Marketing Strategy of Vinci

Let’s discuss in detail below “Marketing Strategy”. 

SEGMENTATION, TARGETING AND POSITIONING

SEGMENTATION

Market segmentation refers to breaking the market into smaller segment sections based on common needs. Segmentation of an organisation’s market is the foundation of a successful marketing strategy. 

By using the segmentation technique, Vinci specifies its customers into sections and innovates in order to cater for their needs.

It is important not only for Vinci but for any other company that serves a wide range of customers to segment its customers, if the company tries hard to cater for the needs of all, seldom does it serve the needs of any.

TARGETING

After dividing a large diversified customer market into smaller groups with homogeneous characteristics, Vinci carefully selects target segments whose needs and expectations match the company’s resources and capabilities. 

Targeting can be done by assessing the commercial appeal and growth potential of the identified segment. Vinci selects one or more segments depending on the characteristics of the segment and the company’s resources, capabilities, and growth goals.

POSITIONING

After segmenting the customer market and choosing the appropriate target market, Vinci sets a clear positioning statement that creates a positive image of the product offered in the customer’s mind. Vinci develops an effective positioning strategy by adapting to sustainability.

MARKETING CAMPAIGNS

DOING USEFUL WORK

VINCI launched the “Doing Good Work” advertising campaign to reaffirm its determination to build a more sustainable world and fully embrace its role as a private sector partner for the common good. 

The campaign, carried out by advertising agency Jes et Gabriel, uses the example of countries such as France to highlight the usefulness of VINCI’s business in everyday life and the Group’s positive and practical contribution to society. 

As an investor, developer and operator of buildings and infrastructure in nearly 100 countries, VINCI plays a key role in transforming cities and regions. It is at the heart of today’s world challenges. Mobility, energy, environment and community life. The company aims to address these challenges by reinventing its business activities and the products, services and solutions it offers through innovative strategies that connect with its customers and stakeholders. 

 VINCI’s goal is to serve people with respect for the planet through its design and work ethic.

BUILD ON TRUST

The campaign highlights the importance of Trust. The basic level of trust is to Trust in ourselves as Trust is the foundation of all endeavours, be it personal or organisational.

Trust is why the VINCI sees an opportunity in uncertainty, it is shared, it gives the company the strength to step into the ever-changing world, and it drives their commitment, and their passion to look ahead and step up. Trust is renewed every day, it’s what Vinci together with their clients and partners, with the communities they serve. Trust is the common ground on which they are building that is expected of them. 

(Video Link for embedding if that’s good: https://www.youtube.com/watch?v=nrOHbP2JQOE&t=109s)

A FORCE FOR GOOD

The campaign was prepared by the advertising agency Jésus et Gabriel. He uses the example of France and other countries to highlight the day-to-day benefits of Vinci’s business and the Group’s positive and practical contribution to society. Through its buildings (most of which serve the public good), its solutions (helping build a more sustainable world), and its planet of the company, VINCI’s goal is to ‘provide purpose and care that serves the community. to reconfirm. Responsibility and obligation to deliver more than technical and business performance. 

SOCIAL MEDIA MARKETING

Direct marketing is less important because Vinci is primarily involved in B2B activities. However, Vinci promotes itself to end consumers by enhancing customer experience.

SEO STRATEGIES

The information from Ubersuggest (an analytical tool), highlights that the website is highly SEO optimised, for both on-page and off-page.

Organic Keywords are related to on-page SEO, and it derives 102,273 visitors to the site on average, though this may not appear much to some, considering the fact that Vinci serves in the Construction Industry and specialises in B2B. 

There are just under a million backlinks – content that mentions or provides a link to the Vinci website and contributes to off-page SEO. 

Though from the graph it appears the majority of the traffic is organically driven but backlinks may have contributed greatly to Domain Authority, which helps in ranking top SERP (Search Engine Result Page). Domain Authority of 60 is considered good.

INFLUENCERS MARKETING

Since Vinci significantly deals in B2B, and influencer marketing is sought after in the B2C sector, Vinci does not do Influencer Marketing. 

Instagram is a significant medium for Influencer marketing, and Vinci does not even have a presence there. Though VinciConstruction is present there with just over 7000 followers.

On Facebook, Vinci shares about its ongoing projects and has a following of over 37,000.

Vinci has the most followers on LinkedIn, with a following of over 400,000.

E-COMMERCE STRATEGY

Due to the nature of the business and the scale of the projects that Vinci undertakes it has no E-commerce.

MOBILE APPS

The mobile version of the Vinci-autoroutes.com website was launched in 2015 and has over 6.1 million users visiting the website.  VINCI Autoroutes app, launched in 2011, has been downloaded by 600,000 users. These apps provide information about traffic conditions, rest stops, petrol stations, and more. 3605 is the VINCI Autoroutes customer service hotline, with agents available 24 hours a day for traffic, weather and fare questions.

CONTENT MARKETING STRATEGY

Vinci regularly publishes content on its website, it is evident that from the ubersuggest dashboard (attached above), it has targeted above 39,000 keywords on its website.

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