Comprehensive Marketing Strategy of Wheels India – With STP Analysis

Updated on: Jul 3, 2022
Marketing Strategy of Wheels India - Featured Image

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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.

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In our previous article, we learned about the marketing mix of Toyota, the largest automobile manufacturer in the World. In this blog, we will dig into the marketing strategy of Wheels India – which is the most competitive and innovative wheel manufacturing brand which is India’s leading brand. 

The objective of this blog is to guide you through insights into how Wheels India became India’s best Wheels manufacturing brand. In today’s era companies acquire customers – through digital marketing. As users across the world go digital, marketing has followed them into the digital realm as well.

As we all are aware of today’s digital world, where all the brands, companies, and industries are marketing their products by influencing or taking up any celebrity as their brand ambassador. So, to excel in all these marketing skills you must know about them. Don’t worry we got you covered with IIDE’s Free MasterClass on Digital Marketing 101 by none other than our Founder and CEO, Karan Shah.

In this study, we will look at the marketing strategy of Wheels India, their influencing strategies, and whatnot. So, let’s get started!

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About Wheels India 

Wheels India Ltd is a manufacturer of automobile wheels. The company is organized into Automotive Components and Industrial Components segments. The automotive company segment is committed to the manufacture of road wheels for passenger cars, utility vehicles, trucks, buses, agricultural tractors and construction equipment; regardless, the group is also engaged in the manufacturing of rest products for vehicles. 

The industrial segment contains components and structures for windmills, railways and thermal power plants. It operates in the Indian and international markets, of which key revenue emanated from India. The majority of the company’s revenue is generated from Automotive components. 

Wheels India started production of wheels for commercial vehicles in 1962 at the plant in Padi, Chennai. The company started the production of car and tractor wheels in Padi in 1965. Till now Wheels India is a partner to various Global OEMs like Ford, Hyundai, Tata, Caterpillar, John Deere, Komatsu, Hyundai Heavy Industries, Case New Holland, Leyland, Tafe and Suzuki.

Quick Stats on Wheels India
CEO Sanjay kacheria
CMO Satya kacheria
Area Served India, Africa, Maldives, Bhutan, Nepal, etc.
Industry Automobile
Market Share/ Revenue $30.8M
Vision To give our customers excellent value for their money through the supply of quality products at a competitive price, backed by good customer service.
Tagline N/A


Marketing Strategy of Wheels India

Segmentation, Targeting & Positioning

Segmentation is the process of breaking a targeted market into segments that may be contacted. Market segmentation divides a market into subgroups based on demographics, requirements, priorities, shared interests, and other psychographic or behavioural traits that help to better understand the target audience. Talking about the segmentation of Wheels India it has segmented its business into those who are seeking a complete automobile segment including heavy trucks and trains. 

Targeting a business’s choice of potential customers to whom it wants to sell products or services. The targeting approach requires segmenting the market, selecting the most relevant segments, and identifying the products that will be supplied in each segment. So here in this case the targeted audience of Wheels India is an automobile manufacturing company to provide individuals who love to live a luxurious lifestyle.

Positioning is the final phase of the ‘STP’ process, and it focuses on how the customer perceives a product or service in comparison to the competitors, which is critical for gaining a competitive edge in the market. To gain a competitive edge in the market, Wheels India always positions itself as a quality and affordable automobile with new thinking and positive change. 

Marketing Campaigns

Wheels India does not have a great online presence even though they haven’t conducted any kind of campaign. They don’t conduct any kind of advertisement campaign to promote their company. 

Wheels India can use the same marketing techniques as its competitors are using. The marketing campaign which they can follow from their competitors is advertising on television, launching an advertisement in newspapers, launching a short corporate film, and other marketing ideas.

Wheels India can launch such advertisements and other media campaigns to increase its presence in India and other foreign countries.

Social Media Marketing

Social media marketing is very important in this generation. Wheels India, LinkedIn and Twitter are the most followed platforms as compared to others. As we all know that people are roaming all around just to fit in a job so LinkedIn can be a good reason that Wheels India has so many followers.

And Twitter as usual tweets all the time about new product launches, promotional events, offers, etc. We can consider Twitter as the best platform for any brand or product or service out there to market itself.

SEO Strategies

Marketing Strategy of Wheels India - SEO

As for SEO ranking, it is said that the Number of keywords – below 400 is bad, above 1000 is good, and 10,000+ is amazing. As we can see that has 1505 organic keywords and it’s considered as good. That means the digital marketing of Wheels India is gaining a good amount of traffic. 

Also, the traffic per month is around 10K+ which is known as average. Wheels India still needs improvements in its SEO strategies while working hard enough to keep the brand soaring in the Google organic SERP results.

Influencer Marketing

Wheels India has not collaborated with any influencer. It has grown to this height by its efforts and due to the genuineness of its product. It has succeeded to become a globally reputed company on its own.

Ecommerce Strategies

Wheels India’s products are available on their website. Even many other websites have taken the agency of Wheels India. As wheels India are B2B company most of the automobile manufacturers are their customers so, wheels India doesn’t follow e-commerce strategies. 

Content Marketing Strategies

Wheels India has just landed and made its way to social media homes. They post their content and their products, awareness, etc. Also, they are active on Facebook and Twitter posting their content and updates on their projects.

This ends our elaborative marketing strategy of Wheels India. Let us conclude our learning below from the marketing strategy of Wheels India.

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Conclusion – Wheels India Marketing Strategy?

In the marketing strategy of Wheels India, the wheel is a highly valued product that is gaining love and support from all the places in the world. The popularity of wheels is increasing among millennials. The uniqueness of being India’s first and only best production sector, has 

lessened the competition for them. It is still trying to evolve and grow in the digital sector.

If you are looking forward to knowing more about this field, check our Online Digital Marketing Course if you want to learn more and improve your skills. 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 Wheels India 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 Wheels India check out our IIDE Knowledge portal for more fascinating case studies.

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

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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]


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