What is Sales and Marketing Strategy of ThyssenKrupp Group Company?

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What is ThyssenKrupp Group's Sales and Marketing Strategy?

Thyssenkrupp, a German industrial conglomerate, has evolved significantly since its inception. Initially rooted in steel, it now focuses on advanced industrial solutions and technologies across various sectors. This strategic pivot aims to enhance its market presence and customer engagement.

The company's sales and marketing efforts are crucial for navigating global markets and communicating its value proposition. Understanding these strategies offers insight into its operational approach and market positioning.

Thyssenkrupp's sales and marketing strategy is deeply integrated with its business units, focusing on customer-centric solutions and technological innovation. The company leverages a combination of direct sales, strategic partnerships, and digital channels to reach its diverse clientele across sectors like automotive, plant engineering, and materials services. A key aspect involves showcasing its engineering expertise and the reliability of its products, such as advanced ThyssenKrupp Group PESTEL Analysis components. The marketing approach emphasizes long-term relationships and tailored solutions, often supported by extensive technical support and after-sales services. In fiscal year 2024/2025, despite a 6% sales dip to €24.6 billion in the first nine months, order intake surged by 23% to €30.7 billion, largely due to significant contracts in Marine Systems, highlighting the effectiveness of its targeted sales efforts and the appeal of its specialized offerings.

The company utilizes a diverse range of sales channels to reach its extensive customer base. This includes direct sales teams, a robust global network, and increasingly, digital platforms.

Direct Sales and Global Network

Direct sales teams are fundamental for managing complex industrial projects and providing personalized customer support. This is complemented by a vast global network that spans 47 countries, serving approximately 250,000 customers.

Digital Transformation in Materials Services

The Materials Services segment is undergoing significant digitalization, transforming into a provider of data-driven supply chain solutions. This includes a virtual warehouse with round-the-clock access to over 150,000 products and services.

Omnichannel Customer Access

Customers can engage through various digital touchpoints, including individual customer portals, EDI interfaces, and online shops. This omnichannel approach facilitates needs-based ordering via the most convenient channel.

Strategic Partnerships and Realignment

Key partnerships and exclusive distribution deals are integral to the sales strategy. Strategic realignments, such as the planned spin-off of Marine Systems, aim to create more independent and growth-oriented entities.

The ThyssenKrupp sales strategy is evolving to embrace digital solutions while retaining the importance of personal customer interaction. This dual approach is crucial for maintaining strong customer relationships and adapting to market trends like nearshoring and digitalization. The company's business strategy emphasizes efficiency and resilience in supply chains, supported by advanced AI solutions. Understanding ThyssenKrupp's customer segmentation is key to tailoring these sales and marketing efforts effectively. For a deeper understanding of the company's journey, consider reading the Brief History of ThyssenKrupp Group.

Key Sales Channel Features

The company's sales channels are designed for broad reach and deep engagement. They cater to a wide array of customers, from large corporations to smaller businesses, across various high-growth industries.

• Direct sales for large-scale projects and personalized service.
• Global network reaching 47 countries and 250,000 customers.
• Digital platforms and online shops for convenient ordering.
• AI-powered solutions enhancing supply chain efficiency.
• Emphasis on 'Materials as a Service' in the Materials Services segment.

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ThyssenKrupp's marketing tactics are deeply rooted in its business-to-business (B2B) operations, focusing on building brand awareness, generating qualified leads, and ultimately driving sales. The company employs a strategic mix of digital and traditional methods, with a strong emphasis on its ongoing transformation and commitment to innovation and sustainability.

Digital Ecosystem Development

The company is actively developing new digital ecosystems to manage complex supply chains efficiently. This includes leveraging data-driven solutions, particularly within its Materials Services division.

Digitalization of Operations

Initiatives like the 'toii' solution showcase a commitment to digitalizing operational processes. This enables smart solutions for procurement and sales, offering real-time information and precise forecasting.

Industry Event Participation

ThyssenKrupp actively engages in key industry events such as Euroblech 2024 and Coiltech USA 2025. These platforms are crucial for showcasing innovations and fostering direct customer connections.

Corporate Communications

The corporate website and press releases serve as primary channels for announcing news and product developments. Participation in trade press further amplifies its market presence.

Sustainability as a Marketing Theme

The company's sustainability strategy is a central marketing focus, highlighting its role in the energy transition and decarbonization efforts. This aligns with its goal to increase R&D intensity to around 3.0% in fiscal year 2024/2025.

Data-Driven Customer Focus

A data-driven approach optimizes customer benefits through flexible and tailored solutions. This involves integrating customer, supplier, and employee interactions for enhanced service delivery.

ThyssenKrupp's marketing strategy for its diverse industrial solutions is multifaceted, aiming to position the company as a leader in innovation and sustainability. While direct digital advertising and mass media are less emphasized for a B2B industrial conglomerate, the company leverages its digital presence and industry engagement to build its brand and connect with its target audience. Understanding ThyssenKrupp's customer segmentation is key to appreciating how they tailor their market approach. The company's commitment to innovation is a significant driver in its marketing efforts, showcasing how it provides solutions that contribute to customers' sustainable success. This strategic focus is integral to its overall Revenue Streams & Business Model of ThyssenKrupp Group, influencing its sales and marketing plan across various sectors.

Key Marketing Pillars

ThyssenKrupp's marketing tactics are designed to reinforce its position as a technology leader, particularly in areas like the energy transition and decarbonization. This involves showcasing innovative products and services that directly benefit customers' sustainability goals.

• Digital Transformation: Implementing digital solutions for enhanced supply chain management and customer interaction.
• Innovation Showcase: Presenting new technologies and solutions at industry events to demonstrate market leadership.
• Sustainability Messaging: Highlighting contributions to customers' sustainable success and the broader energy transition.
• Data-Driven Optimization: Utilizing data to create tailored solutions and improve customer engagement.
• Industry Presence: Maintaining a strong presence in trade press and at key industry exhibitions.
• Corporate Communication: Utilizing official channels for product announcements and company news.

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ThyssenKrupp positions itself as a global diversified industrial group, emphasizing innovation, engineering excellence, and a strong commitment to sustainability. This brand positioning differentiates it by leveraging its deep industrial heritage while embracing future-oriented solutions, encapsulated by the core message 'engineering. tomorrow. together.' This strategic direction was solidified in 2015 with a brand repositioning that integrated historical emblems into a modern, unified logo, signaling a transformation from a traditional steel producer to a high-performance industrial conglomerate.

Innovation and Engineering Excellence

The company highlights its dedication to innovation and engineering prowess. This focus is central to its identity and how it approaches developing solutions for complex industrial challenges.

Commitment to Sustainability

A significant aspect of ThyssenKrupp's brand is its strong commitment to sustainability. This is integrated across its operations, from supply chain to customer solutions, reflecting a forward-thinking approach.

Embracing Future-Oriented Solutions

ThyssenKrupp appeals to its target audience by focusing on key technologies for industrial decarbonization. This is exemplified by its Decarbon Technologies segment, established in October 2023, which aims to drive the green transformation.

Brand Coherence and Strength

Brand consistency is maintained across all segments and touchpoints. The corporate identity conveys coherence and strength, reinforcing its reputation as a reliable partner.

The company's brand positioning is further reinforced by its consistent communication of environmental protection, climate change mitigation, and energy efficiency. This commitment is woven into its supply chain, internal processes, and customer solutions, demonstrating a holistic approach to sustainability. For instance, ThyssenKrupp aims to increase the proportion of women in leadership positions to 17% by fiscal year 2025/2026, a non-financial target that contributes to its overall brand perception among stakeholders. This strategic brand positioning aims to solidify its reputation as a reliable and forward-thinking partner in a rapidly changing industrial landscape, aligning with its broader Growth Strategy of ThyssenKrupp Group.

Decarbonization Technologies

The Decarbon Technologies segment, including businesses like thyssenkrupp nucera, is positioned to capitalize on the green transformation. It delivers innovative products and plants for green hydrogen production.

Green Hydrogen Focus

The company's involvement in green hydrogen production is a key element of its future-oriented strategy. This segment is designed to benefit from the growing demand for sustainable energy solutions.

Integrated Brand Identity

The unification of historical emblems into a modern, integrated logo in 2015 visually signaled the company's transformation. This move aimed to create a cohesive and contemporary brand image.

Stakeholder Perception

Sustainability performance, including diversity targets, influences how stakeholders perceive the brand. This contributes to its reputation as a responsible and forward-looking industrial group.

Core Message

The brand's core message, 'engineering. tomorrow. together.', encapsulates its identity, activities, and collaborative approach. It reflects a commitment to shaping the future through engineering.

Industrial Heritage

ThyssenKrupp differentiates itself by leveraging its deep industrial heritage. This foundation is combined with a forward-looking approach to develop innovative solutions for a changing world.

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For an industrial conglomerate, key campaigns are strategic initiatives that reshape market presence and drive growth, rather than typical advertising. A significant ongoing effort is the comprehensive transformation process, aiming to establish a lean holding company structure with independent, profitable businesses.

Portfolio Realignment and Spin-Offs

A major campaign involves portfolio adjustments, notably the planned spin-off of its Marine Systems division. This move, approved in August 2025, aims to enhance financial independence and foster new growth opportunities.

Green Transformation and Steel Innovation

The 'green transformation' includes substantial investment in 'green steel' production. In July 2025, the company secured funding approval for a direct reduction plant in Duisburg, a €3.5 billion project to cut CO2 emissions.

Performance Improvement Programs

The APEX performance program acts as a key internal and external campaign, consistently delivering positive earnings effects. This program contributed to an improved adjusted EBIT of €155 million in Q3 fiscal year 2024/2025.

Strategic Communication Channels

These strategic campaigns utilize investor relations, press releases, and corporate communications to convey objectives like portfolio restructuring and decarbonization. The effectiveness is measured through financial performance, order intake, and market perception.

These initiatives represent the core of the company's sales and marketing strategy, focusing on communicating long-term value and operational excellence to stakeholders. Understanding Marketing Strategy of ThyssenKrupp Group provides insight into how these large-scale projects are integrated into the overall ThyssenKrupp business strategy.

Marine Systems Spin-Off

The spin-off of the Marine Systems division, approved in August 2025, is a significant strategic move. A Capital Markets Day in September 2025 will detail the independent company's prospects.

Green Steel Investment

The €3.5 billion investment in a direct reduction plant underscores a commitment to sustainability. This initiative is central to the company's future in steel production and its environmental goals.

APEX Program Impact

The APEX performance program is a continuous effort to enhance profitability. Its positive effects on adjusted EBIT demonstrate its success in improving financial outcomes.

Investor and Market Communication

Key campaigns are communicated through investor relations and press releases. This approach ensures transparency and builds confidence in the company's strategic direction.

Focus on Profitable Growth

The overarching transformation aims to position ThyssenKrupp as a lean holding company. This strategy prioritizes profitable growth across its independent business units.

Sustainability as a Core Message

The 'green transformation' and 'green steel' initiatives are powerful messages about the company's dedication to a sustainable future. This is a key element of its brand positioning.

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