Exclusive Marketing Strategy of Coforge – With STP Analysis & Campaigns

Updated on: Jan 17, 2023
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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 learnt about the detailed Marketing Strategy of HP, which is an American multinational information technology company. In this article, we are going to elaborate on the marketing strategy of Coforgea global digital services and solutions provider.

The objective is to give an insight into Coforge, and how it went on to be one of the fastest-growing IT services firms in the world. One of the leading companies with rapid growth in IT services firm in the world.

As the world is becoming more digital, marketing is also making swift movements in the digital and tech-savvy world. If you are interested and want to know more about the digital aspect of marketing, then you should check out IIDE’s Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.

So by the end of this blog, we will learn the entire digital marketing strategy of Coforge. But before we dive in, let’s go through the company’s story, target audience, and digital presence.

Digital Marketing Academic Challenge 2024 - DMAC

About Coforge – 

marketing strategy of coforge - coforge logo

Source – Wikimedia Commons

Coforge, formerly known as NIIT Technologies, was founded by Rajendra Singh Pawar and Vijay K. Thadani on 13 May 1992. It is an Indian multinational information technology company based in Noida, India and New Jersey, United States that provides IT consulting and software services.

It is a global digital service and solution provider, that provides solutions for emerging and innovative technologies that enable clients to have a quality impact in real-world business. 

NIIT Technologies Limited changed its name to Coforge Limited with a newly designed logo. The rebranding happened after the change of its ownership to Baring Private Equity Asia. As per the company, the word ‘Coforge’ stands for working together to create lasting value. The company mainly focused on banking and financial services, insurance, travel, hi-tech and manufacturing, retail, healthcare sector, media and entertainment, and the public sector.

Coforge with the help of artificial intelligence (AI) and cloud technologies, along with qualified industry experts is helping to transform client businesses. They also provide job opportunities in various positions. 

Quick Stats –

CEO Sudhir Singh
CMO Anuradha Sehgal
Area Served Worldwide
Industry Information Technology
Market Revenue 6,430 crores INR (Estimated)
Vision we will ensure that in any association with the society, society benefits substantially more than: What society gives to us. What society would gain from any other similar association.


Marketing Strategy of Coforge –

Let’s find out more about the marketing strategy of coforge by studying its marketing strategies and campaigns.

Segmentation, Targeting, and Positioning

Segmentation – Coforge is IT based company providing digital services in various industries, so its segmentation is quite vast.

Targeting – Coforge is an Indian multinational IT company that targets its services and solutions in both domestic and global markets.

Positioning – Coforge has a deeply dedicated domain specification and strong technological capacity with new emerging trends and technology and cloud data and artificial intelligence. It is also driving growth via partnerships with Google Cloud, Microsoft Azure, and AWS and with other products startups.

Marketing Campaigns 

  • The ‘World of Coforge’

marketing strategy of coforge - marketing campaign

The ‘World of Coforge’ is made up of people of Coforge living in more than 20 countries and their unique points of view. The campaign’s aim is to capture these very views through photos being clicked by employees. Their perception, their response to daily life, their surroundings and work life is the main theme of this campaign.

#WorldOfCoforge #PhotographyWorkshop #CoforgelsPeople

Other initiatives to enable women to continue in the workforce, the company launched initiatives such as ‘Reach for the Sky’, ‘Breakthrough for Career Resilience’, ‘A Fine Balance’, and ‘MoMentoring’.

Social Media Marketing 

Coforge is active on Social Media platforms like LinkedIn, Facebook, Twitter, and YouTube.

  • LinkedIn – 273,694 followers 
  • Facebook – 17,725 followers 
  • Twitter – 7K+
  • Youtube – 445

Though they don’t have an Instagram account, it could be better if they have an Instagram account cause most people are on Instagram so they can connect to more people which will help them grow their presence and increase awareness of their presence and keep people updated.

They are mostly active on their Facebook, Twitter, and LinkedIn accounts. Their content consists of the work they have done like their latest launches, their campaigns or initiatives, collaboration and partnerships, case studies, blogs, etc.

SEO Strategies 

marketing strategy of coforge - ubersuggest seo screenshot

Source – UberSuggest

As per the SEO ranking, the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. You can see that coforge.com has 19,703 organic keywords which are considered amazing. So that means Coforge’s digital marketing is gaining a lot of traction and working well.

And if you see, the traffic per month is around 92K+ which is beyond average. That means Coforge has made great efforts in optimizing its search engine results.

Influencer Marketing

Coforge doesn’t have any influencer marketing strategy since it focuses on the B2B sector.

E-Commerce Marketing

Due to the nature of the services that are provided, Coforge does not have e-commerce strategies. 

Mobile Apps 

Coforge has an app iEngage whose access is limited use for limited functions. It is used for approval and employee management tracking, it helps the employee to manage their integral work like managing their supervisor and employee roles with ease anywhere and anytime on mobile devices. This app has 2.9 ratings and 10T+ downloads on Google Play Store.

Content Marketing Strategies

Coforge has been active mostly on LinkedIn and Facebook. Their content is based on various events, celebrations, case studies, blog posts, various panel discussions, sponsorships, testimonials from their clients, etc. Their press release is based on partnerships and alliances, regarding annual revenue, achievements, various launches, insights, etc.

Here’s the end of the detailed marketing strategy of Coforge. Let’s conclude what we learnt from the marketing strategy of Coforge.

Digital Marketing Academic Challenge 2024 - DMAC

What’s Unique in the Marketing Strategy of Coforge?

As the popularity of IT-based solutions along with innovations in categories such as AI and cloud technologies is increasing, the key to the company’s success and financial growth depends on optimizing the means to attract the right set of audiences can create a huge impact on the wider market.

In spite of their lack of marketing strategies in the digital sector, they rank high amongst the organic searches due to the judicious use of organic keywords have effective SEO strategies.

In the current scenario of realities, digital marketing is crucial for various businesses to connect with their clients across various mediums through various digital marketing strategies like SEO, SEM, social media marketing, and email marketing. If you are interested in upskilling and learning more about digital marketing, then do check out IIDE’s 4-month Digital Marketing Course and 11-Month Digital Marketing Course.

If you find our in-depth analysis of various brands and companies interesting, then stay tuned and check out our IIDE Knowledge portal for more such captivating case studies like the marketing strategy of Coforge.

Thank you for taking out some time to read the marketing strategy of Coforge, and if you have any suggestions on this case study of the marketing strategy of Coforge, share them in the comment 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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