Extensive Marketing Strategy of VRL Logistics – With Detailed Overview

Updated on: Sep 27, 2022
Marketing Strategy Of VRL Logistics - Featured Image

  Hey there!

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.

Practical assignments, case studies & simulations from Harvard Business Review helped the students from this course present this analysis.

Building on this practical approach, we are now introducing a new dimension for our online digital marketing course learners - the Campus Immersion Experience.

If you find this case study helpful, consider leaving a comment below.

In the previous blog, we learned about the detailed marketing strategy of Blue Dart Express. In this blog, we will elaborate on the marketing strategy of VRL Logistics, one of India’s most prominent and leading transportation and logistics companies. 

This blog aims to gain in-depth knowledge about VRL Logistics and how it became India’s one of the leading transportation and logistics companies. 

As we all know that digital marketing is booming nowadays. It is becoming very important for companies and brands to use digital marketing to grow and promote their brand to their target audience. If you are willing to learn & gain insights into how digital marketing works then do check out our Free Masterclass on Digital Marketing by the CEO and Founder of IIDE, Karan Shah.

We will learn more about the marketing strategy of VRL Logistics but before that let us take a look at the company’s history and some quick stats about the company.

Digital Marketing Academic Challenge 2024 - DMAC

VRL Logistics – Company Overview 

VRL Logistics is India’s one of the leading and renowned companies in transportation and logistics. It was founded in 1976 in Gadag-Betageri in North Karnataka by Vijay Sankeshwar. Then it expanded to Bangalore, Hubli & Belgaum and now Services are spread across 23 states and 5 Union territories in India and in Kathmandu, Nepal. VRL has 956 branches & franchisees. VRL has its headquarters in Hubballi, Karnataka, India. It is a publicly listed company on NSE & BSE.

 VRL is the largest fleet owner of commercial vehicles currently in India with 5111 vehicles (4816 Goods Transport Vehicles & 295 Passenger Transport Vehicles). VRL Logistics has pioneered providing a reliable and safe logistics network in the field of courier services. It has always ensured doorstep delivery even in remote places in India.

VRL is also among the front runners in the Indian Passenger Travel Industry. It has expanded its operations to Courier Service, Priority Cargo and Transportation of Passengers by air with the growing demand of its customer base. It also provides third-party logistics and warehouse solutions nationwide along with its fuel station in key locations in tie-up with Indian Oil Corporation (IOCL).

Quick Stats on VRL Logistics
CEO Dr Vijay Sankeshwar
CMO Anand Sankeshwar
Area Served India, Nepal
Industry Transportation & Logistics
Market Share/ Revenue Rs 665.13 Cr
Vision To become the Premier Company that cuts across various segments and emerges as the torchbearer of each segment that it ventures into.
Tagline The name you can trust.


Marketing Strategy of VRL Logistics

Let’s deep dive into the marketing strategy of VRL Logistics! 

Segmentation, Targeting and Positioning

VRL has segmented its products into 3 segments. One is a Logistics Solution which consists of Courier services, Full Truckload services and other services like transportation of other vehicles, liquid transportation such as fuel and specialized cargo such as delicate and high voltage testing equipment. Another is Travel Service with a choice of several bus types and last is Air Charter for Leisure Travel. 

VRL has its customer base in corporate, small and medium-sized enterprises, and traders particularly focusing on B2B services. It also targets the common audience and VIPs for the travel service.

VRL has the image of the safest and most reliable logistics & travel network in this industry in the minds of the public in India.

Marketing Campaigns

Marketing Strategy of VRL Logistics - VRL discount offer

VRL Logistics launched this campaign in which customers would get a discount of up to 15% on every e-ticket booking done through the VRL website or VRL Travels Ticket Booking App. VRL Logistics promoted this campaign on Facebook. This campaign was started on 23 February 2022.

Marketing Strategy of VRL Logistics - VRL discount offer 2

VRL launched this campaign with the headline BOOK MORE GET MORE. In this, customers would get a discount of up to 5% on booking tickets online, for bulk booking and for female passengers each.VRL Logistics promoted this campaign on Facebook. This campaign was started on 25 July 2015.

Marketing Strategy of VRL Logistics - VRL winter offer

VRL had this WINTER SEASON OFFER in which there was a heavy slash in bus fares and also a discount of 5% on online ticket booking.VRL Logistics promoted this campaign on Facebook. This campaign was started on 27 November 2014.

VRL has its app for online booking but doesn’t have much engagement. So VRL Logistics launched these campaigns to increase the engagement and awareness of the app to promote online bookings.

VRL also has one game on Facebook called VRL Volvo Bus Game|Volvo B11R Sleeper Bus Driving Euro Truck Simulator 2 to promote its services and for making the brand familiar and trustworthy to the audiences.

Marketing Strategy of VRL Logistics - VRL Facebook page

Details about the game were shared by one of the Facebook gaming pages Xtreme Pro Gamers.            

VRL also permits the usage of its vehicles for branding in tie-up with renowned corporates like Mahindra & Mahindra, Maruti, Hindustan Petroleum etc. They also have their Restaurant chain at the major locations on the route to provide hygiene and healthy food to the passengers.

Social Media Marketing

VRL Logistics can be found on social media platforms like Facebook, LinkedIn & Twitter.VRL has a maximum number of followers on Facebook.

  • Facebook – 13k
  • Linkedin – 11k
  • Twitter – 941 

VRL mostly posts about the promotions and content related to the services they offer.

SEO Strategies 

Marketing Strategy of VRL Logistics - SEO ranking

According to the SEO ranking, the number of organic keywords below 500 is bad, above 1000 is good and 10000+ is considered amazing. As we can see in the above image vrlgroup.in has 63,895 organic keywords which are amazing. It means digital marketing of VRL Logistics is gaining a remarkable number of insights.

Adding to this, the traffic per month is 5 lakh+ which is incredible. And 3lakh+ backlinks which are outstanding.

Influencer Marketing 

VRL Logistics doesn’t use any kind of Influencer Marketing to promote its services to the audience.

Ecommerce Strategies 

VRL has its website & app from where you can do bookings for their services. As well as they have tie-ups with redbus.in, makemytrip.com, abhibus.com etc.

VRL has a tie-up with ecourierz website to book the courier services. You can book air charter services of VRL Logistics from the website of Indiamart & Aviapages. VRL Logistics does not promote by showing ads on other websites. They just have online bookings through their app or through their website and tie-up websites.

Mobile Apps

VRL Logistics has its mobile app named VRL Travels – The official App to make online bookings for their travelling services. VRL Travels has 1L+ downloads on the play store. The rating of this app is 3 out of 5. But the reviews on the app are not so good, customers are not satisfied and some of them are disappointed by the working of the interface. So they should work more on the app and make it more user-friendly and focus on consumer satisfaction more.

Content Marketing Strategies 

VRL Logistics is not much active on social media. The content in posts is only about the promotion of services. They post most of their content on Facebook. They also have press releases about their services via their website, MoneyControl, The Economic Times and India Info line (IIFS Securities) etc.

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

Digital Marketing Academic Challenge 2024 - DMAC


In the marketing strategy of VRL Logistics we got to know that VRL Logistics is widely popular and famous among its audiences in India. It is a great digital marketing & as a result, it has an impressive number of organic keywords and monthly traffic on its website. The trust and image built by VRL among its customer base give it the advantage to stand in and sustain the competition.

But VRL Logistics doesn’t use Influence Marketing, they should try and explore this marketing option as well so they can increase their customer base. They also should be more active on social media platforms such as Instagram so that audiences can connect more to the brand. They should be more interactive with their customers on social media.

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 VRL Logistics 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 VRL Logistics check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of VRL Logistics, and do share your thoughts on this case study marketing strategy of VRL Logistics in the comments section below.

Share post via

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]


Submit a Comment

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Related Posts