Extensive Marketing Strategy of VRL Logistics – With Detailed Overview

Quick Read

 

The marketing strategy of VRL Logistics focuses on integrating digital marketing tactics with traditional methods to enhance brand visibility and customer engagement. This article explores VRL Logistics’ advertising, product launches, target audience, and overall marketing strategies.

VRL Logistics, a leading name in the logistics and transportation industry, is renowned for its extensive service network and comprehensive range of logistics solutions, including freight transportation, warehousing, and express cargo services. Known for its reliability and efficient operations, VRL Logistics has established itself as a major player in the sector.

In this case study, we will delve into understanding the marketing strategy of VRL Logistics from a marketing perspective. We’ll explore the latest updates about the company, examine the marketing strategies it employs, and assess its performance in the digital landscape. This analysis will provide a comprehensive overview of VRL Logistics’ marketing approach.

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Buyer Persona

A buyer persona gives a detailed description of VRL Logistic’s ideal customer. VRL Logistic’s marketing strategy is based on its audience’s motivations, preferences, challenges, and online activities.

Based on the detailed breakdown, it’s no surprise that the marketing strategy of VRL Logistics leverages social media platforms like Facebook and Twitter to execute its marketing campaign. Here, the company can feature the elements of business logistics and supply chain management that meet the requirements of VRL Logistics’s target market.

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VRL Logistics Digital Marketing Strategy

Below is a list of components that are employed when formulating the marketing strategy of VRL Logistics:

1. Social Media Marketing

As a part of the marketing strategy of VRL Logistics, the company can be found on social media platforms like Facebook, LinkedIn & Twitter. VRL has a maximum number of followers on Facebook.

• Facebook – 13K
• Linkedin – 16.3K
• Twitter – 1.4K

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

2. SEO Strategies

According to the SEO ranking, the number of organic keywords (Keywords driving unpaid search traffic) below 500 is bad, above 1,000 is good and 10,000+ is considered amazing. The website vrlgroup.in has 63,895 organic keywords which is amazing. It means that VRL Logistics’ digital marketing strategy has helped the company perform well.

Adding to this, the traffic per month is 5 lakh+ which is incredible. And 3 lakh+ backlinks (Links from external sites to your site) which are outstanding.

People across the country, especially the ones residing in Mumbai and Faridabad want to explore SEO (an important component of digital marketing). This has led them to search for information using the keywords, ‘digital marketing courses in mumbai’ and ‘digital marketing courses in south faridabad’.

3. Influencer Marketing

VRL Logistics’ marketing strategy doesn’t incorporate Influencer Marketing to promote its services to the audience.

4. Ecommerce Strategies

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

VRL has partnered with the couriers’ website to book 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 only offer bookings through their app, website, and affiliated partner sites.

5. 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. The company should enhance the app to make it more user-friendly and place greater emphasis on improving consumer satisfaction.

6. Content Marketing Strategies

VRL Logistics is not very active on social media. As per the marketing strategy of VRL Logistics, the content used 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.

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Marketing And Advertising Campaigns Designed by VRL Logistics Marketing Strategy

1. ‘VRL E-Ticket Booking Bonanza’

As a part of VRL Logistics’ marketing strategy, the company launched the ‘VRL E-Ticket Booking Bonanza’ 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.

2. ‘BOOK MORE GET MORE’

As per the marketing strategy of VRL Logistics, the company launched this campaign with the headline ‘BOOK MORE GET MORE’. In this campaign, customers are eligible for a discount of up to 5% when booking tickets online, for bulk booking, and for female passengers. VRL Logistics promoted this campaign on Facebook. The campaign was launched on July 25, 2015.

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3. Winter Season 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. As a part of the marketing strategy of VRL Logistics, the company 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 to make the brand familiar and trustworthy to the audiences.

 

The Marketing Strategy of VRL Logistics That Failed

As per VRL’s Logistics marketing strategy, the company ran a ‘Safe Travels with VRL’ campaign. It aimed to promote VRL Logistics’ car rental services, emphasising convenience and affordability for travellers. The campaign featured advertisements highlighting the ease of booking and the wide range of available vehicles.

Issue: A campaign aimed at promoting VRL Logistics’ car rental services faced criticism for not adequately addressing customer concerns about vehicle safety and maintenance.

Backlash: This marketing strategy of VRL Logistics received negative feedback from customers who felt that the advertisements did not accurately reflect the quality and safety of the car rental services.

Response: VRL Logistics responded by pulling the campaign, issuing a public apology, and launching a new campaign focused on showcasing the safety features and maintenance standards of their car rental fleet.

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Top Competitors

VRL Logistics is not the only company that dominates this industry. Many other players can have a huge impact on VRL Logistics’ marketing strategy:

• Blue Dart Express: Known for its efficient courier and express delivery services, Blue Dart competes with VRL Logistics in the fast-paced logistics sector.
• Gati Limited: Offers a wide range of logistics solutions, including freight management and supply chain services, positioning itself as a key competitor in the industry.
• TCI (Transport Corporation of India): A leading integrated supply chain and logistics solutions provider, TCI competes with VRL in freight and transportation services.
• Safexpress: Specialises in supply chain and logistics services, providing a comprehensive range of solutions to businesses across India.
• Allcargo Logistics: Known for its global presence and diverse logistics services, Allcargo competes with VRL in both domestic and international markets.

 

Conclusion

VRL Logistics has built a strong brand reputation and enjoys significant online visibility. While the company has achieved success through its digital marketing efforts, there is potential for further growth through influencer marketing and increased social media engagement, particularly on platforms like Instagram.

We encourage you to share your thoughts on the marketing strategy of VRL Logistics in the comments below.

 

Learning From Other Brands

In comparison with other brands, the marketing strategy of Tim Hortons focuses on building a strong brand identity through community engagement, innovative menu offerings, and effective loyalty programmes, showcasing how a focus on customer experience can drive brand loyalty and market leadership.

Additionally, the SWOT analysis of Tim Hortons reveals its strengths in brand recognition and loyal customer base, while also identifying challenges and opportunities in expanding its market presence and menu diversification. These examples illustrate how well-crafted marketing strategies and comprehensive SWOT analyses can help brands excel in their respective industries and foster sustained growth and leadership.

Similarly, the SWOT analysis of Walt Disney highlights the company’s strengths in brand equity, diversified entertainment segments, and global reach, while also identifying opportunities for growth through digital transformation and content expansion.