Extensive Marketing Strategy of Crédit Mutuel – With STP Analysis

Updated on: Oct 3, 2022
Marketing Strategy of Crédit Mutuel - 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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Previously we saw the SWOT analysis of Metlife, today let’s look at the marketing strategy of Crédit Mutuel.

Crédit Mutuel is a multinational company that specialises in insurance and financial services. The company is known due to its effective services and marketing strategies. Digital marketing is the new way of marketing especially now when everything is moving online. If you want to learn more about digital marketing, do check out Free Digital Marketing Masterclass by Karan Shah the founder and CEO of IIDE.

In this blog, we will look at the marketing strategy of Crédit Mutuel but before that let’s know some facts about the company.

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About Crédit Mutuel

One of France’s driving banking and insurance agencies, working through almost 4,400 branches serving 26.9 1,000,000 clients, Crédit Mutuel Alliance Fédérale offers a broadened scope of administration to private people, privately based experts and organisations, all things considered. Positioning among Europe’s most grounded financial gatherings, its value totalled €47.5 billion and its CET1 proportion was 17.1% as of June 30, 2020. 

Crédit Mutuel Alliance Fédérale is comprised of the accompanying leagues: Center Est Europe (Strasbourg), Sud-Est (Lyon), Île-de-France (Paris), Savoie-Mont Blanc (Annecy), Midi-Atlantique (Toulouse), Loire-Atlantique et CentreOuest (Nantes), Center (Orléans), Normandie (Caen), Dauphiné-Vivarais (Valence), Méditerranéen (Marseille),

Anjou (Angers), Massif Central (Clermont-Ferrand) et Antilles-Guyane (Fort-de-France).

Crédit Mutuel Alliance Fédérale additionally envelops Caisse Fédérale de Crédit Mutuel, Banque Fédérative du Crédit Mutuel (BFCM) and every one of its auxiliaries, specifically CIC, Euro-Information, Assurances du Crédit Mutuel (ACM), Targobank, Cofidis, Banque Européenne du Crédit Mutuel (BECM), Banque Transatlantique and Homiris.

Quick Stats on Crédit Mutuel
Area Served France
Industry Finance & Insurance
Market Share/ Revenue 1,750 crores EUR
Vision To deliver substantially more value than the competition by reinventing protection and retirement to improve customers’ lives.
Tagline You’re in good hands.


Marketing Strategy of Crédit Mutuel

Crédit Mutuel marketing examines the brand by marketing framework which includes maintaining performance and also the competitiveness of already existing business to leverage on large investments, especially in the various parts of the operation, these marketing strategies contribute to the growth of the company.

Segmentation, Targeting and Positioning 


Marketing is the process of breaking your target market into approachable groups. This segmentation is based on key markets which the company wants to target, the main target audience of Crédit Mutuel was certain cities that were economically well developed.  


In targeting the main aim is to select the most attractive segments to focus your marketing on. Crédit Mutuel companies’ main aim or target was to reach more people within the segment which we have mentioned before which is Economically developed cities. 


It is the act of designing a company’s product or image in a distinctive way such that it influences the mind of the target audience as well as the target market. Some of the key images that Crédit Mutuel has created in the market stay different from other sources. 

Marketing Campaign

Marketing Strategy of Crédit Mutuel - Campaign 1

To highlight the benefits of working for a member-owned business is different. The campaign features film testimonies from employees who describe their experience working for the organisation.

Crédit Mutuel is also encouraging people who share its values and principles to join, adding that as a member-owned bank. It shows that anyone can combine their principles and ambitions to achieve individual success.

During the campaign, Crédit Mutuel offered 100 jobs across a number of areas, including finance, commercial, marketing/digital and new technologies.

Marketing Strategy of Crédit Mutuel - Campaign 2
Our signature films

Crédit Mutuel’s advertising saga is all about how the bank is supportive of its customers. There were over 10+ advertisements that have appeared on TV screens since 2010, showcasing more than ever the mutualist values upheld by the brand.

Social media marketing

The optimised use of Social media marketing allows greater reach and flexibility in reaching and targeting customers. Marketing on social media is also very cost-effective which is very helpful for startup companies. It also helps the company to learn about the buying patterns of its ideal customers. Now let us look at the social media followers of Crédit Mutuel on various social media sites.

Facebook: 223k followers 
Instagram: 9k followers
Linkedin: 110k followers
Twitter: 33.2k followers

They are most followed on Facebook with 886k followers and they are most active on Instagram and Facebook. Since most of us buy goodies online be it of anything having a good number of followers is very essential when it comes to Crédit Mutuel company they have a good amount of followers on Facebook and LinkedIn but still lacking behind in the number of followers on Instagram and Twitter.

Crédit Mutuel stays active on social media by engaging its followers with interesting posts based on discussions, celebrations, insurance and banking-related products and services promotion, empowerment & momentum posts etc. Their content is highly promotional and highly engaging in nature.

SEO Strategies

Marketing Strategy of Crédit Mutuel - SEO

SEO is an organic process through which we get our website to rank higher up on any search engine for higher visibility. In today’s day and age, it is very essential to stay visible on the search engine because that is where most of the buying and selling happens. 

Let us first understand the metrics with which we measure the success or failure of the SEO strategy of a firm. The number of organic keywords – below 500 is bad, above 1000 is good, 10,000+ is amazing. The number of organic keywords here is 227,591 therefore we can say that the SEO strategy of Crédit Mutuel is really amazing.

Ecommerce Strategies

Marketing Strategy of Crédit Mutuel - Ecom

As we know Crédit Mutuel is a company that provides insurance, banking & financial services, so as we can see that all of the services are provided from their centre itself. Through their website one can request a quote for the particular insurance they are seeking and then Crédit Mutuel will directly connect that person with one of their customer executives.

Users can find all the details and benefits included in different insurance products & packages through the Crédit Mutuel website.

Mobile App 

Marketing Strategy of Crédit Mutuel - App

Crédit Mutuel has several mobile apps including Crédit Mutuel, banque en ligne, Crédit Mutuel de Bretagne etc. From these the application for the general public which is Crédit Mutuel, Banque en ligne offers users to quickly and easily manage online banking, insurance, loans, stock market, and children’s bank account, and access to all the essential features in a single mobile application.

Crédit Mutuel de Bretagne is for users to check their accounts, make transfers, check the stock market, get a virtual payment card number, and call the Customer Service HelpDesk.

Content Marketing 

Crédit Mutuel is a social media powerhouse where it uses various platforms like Instagram and Facebook in which they post various informational content about their company.  

Crédit Mutuel also has a separate page on their website where they provide stories and tips for everyday life. The blogs are informative and knowledge-based for users.

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

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Conclusion – What’s unique in Crédit Mutuel marketing?

The marketing strategy of Crédit Mutuel is one of a kind. The marketing strategy of Crédit Mutuel is not as good as compared of other companies in the same business, but since Marketing gives life to a business and is an important aspect of a business, an effective system of marketing and promotion is necessary.

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 Crédit Mutuel 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 Crédit Mutuel check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Crédit Mutuel, and do share your thoughts on this case study marketing strategy of Crédit Mutuel 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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