Edelweiss Financial Services Marketing Strategy: STP Analysis

An Overview of Edelweiss Group 

The Edelweiss Group was founded in 1995 by Rasheshshire and Benkat Lamaswamy. When the company was first established, it engaged in M ​​& A and provided advisory and investment banking services. But now it also offers brokerage services, portfolio management and wholesale financial services to individuals and businesses. 

Edelweiss Financial Services is a straightforward web platform ideal for investors who are not aggressive in trading but need a simplified interface for investing in stocks, investment trusts and other asset classes. Edelweiss people, as we can say, Edelweiss members are a people-centric platform. The Edelweiss Group maintains partnerships with foreign companies in areas such as insurance. The company has a diverse customer base, including companies, institutions and individuals. 

Edelweiss Financial Services has a strong presence in the large retail segment through businesses such as life insurance, housing finance, mutual funds and retail financial markets including equity brokers. The company has 500 offices in more than 200 locations around the world. It has a customer base of 1.2 million and is headquartered in Mumbai, Maharashtra.

Marketing Strategy of Edelweiss

Let’s learn about the marketing strategies of Edelweiss and how the company executes its marketing strategies.

Segmentation, Testing, and Positioning:

Edelweiss Financial Services arranges to member the overall request in lower parts and groups that have analogous attributes, buying behaviour, socio-profitable background, etc. This is done to reach out to consumers more efficiently and effectively. 

Targeting is consistent with the vision, charge, morality, values, and strategic fit of Edelweiss Financial Services. 

Brand positioning and value proposition positioning are critical to business success in a moment’s competitive business. Edelweiss Financial Services needs to place its product in such a way that it creates a – distinct image and provides a specific identity/reference point of the product and services in the client’s mind. 

Marketing Campaigns

Edelweiss launched a marketing campaign for SME loans as it depicted their marketing campaign as the solution for the semi and mid-size enterprises that had a hard time getting loans through traditional banking institutions.

Edelweiss had media campaigns on 27+ channels that covered maximum languages in a  region. It helped the company secure 4600+ spots and provided an estimated reach of about 9.8 million views. 

Edelweiss launched a marketing campaign for Diwali 2021 where the advertisements focused on brand awareness and promotion of financial services offered by Edelweiss. The campaign was very famous with 213k views. 

Link of the campaign: https://youtu.be/G74_1DAzf7k

Edelweiss Tokio Life’s marketing campaign showcases the persistent nature of salespeople in a positive light. The campaign aims to change the perception of the salespersons, campaign launched by Edelweiss becomes the change for its future salesforce and to portray a good, respecting work culture so that the clients prefer Edelweiss apart from the competitors. Despite the lack of awareness and procrastinating nature of families in choosing the correct services, the key highlight of the campaign revolves around the determined advisors helping to choose financial protection.

SEO Strategy

The number of keywords is 248k which is a good limit. Their organic keyword reach is amazing. The traffic on the Edelweiss Financial Services website is 575k visits a month which is quite amazing traffic and they need to work on it. Domain Authority is less than 41 so that must be looked upon as well. For the backlink part, 237,832 is a great number.

Social Media Marketing

The Edelweiss Group has its presence on social media platforms like Facebook, Instagram and LinkedIn with 150,117 followers, LinkedIn is the most subscribed platform for social media interaction for the Group.

Facebook: https://www.facebook.com/edelweissfinancialservicesltd
Instagram: https://www.instagram.com/edelweissgroup/?hl=en
LinkedIn: https://www.linkedin.com/company/edelweissfin/

Influencer Marketing

The two major brand campaigns had endorsements from two of the leading celebrities in Bollywood and in the Sports field. The most active years of the Edelweiss campaign were 2016 when they signed ace Indian Badminton star Saina Nehwal and 2017 with Imran Khan. These were the only two major ad campaigns in the 2010-20 decade where the marketing campaign was a hit and in general both the campaigns were executed in standardised manners with TV ads, banners and its prominent leadership giving frequent interviews with business-centric newspapers.

Ecommerce Strategies

Edelweiss Group has 4 major financial services platforms. Edelweiss Broking, Edelweiss Financial Services, Edelweiss Mutual Fund, Edelweiss Partners. These platforms provide specific financial services according to the versatility of the market. While others are investment platforms, Edelweiss Partners is a leading platform for financial product distributors across the country.

Mobile Apps

Edelweiss has a share market broking app with 1m+ downloads. The app comes with in-demand features like a watchlist, swot analysis, advanced charting, screeners, options chain and many more. Users can get in-detail analyses of stocks and market-specific news updates. Edelweiss app offers zero account opening fees.  

Content Marketing Strategies

Edelweiss Group prefers business and finance-related newspaper organisations for its press releases and its marketing. According to its recent press release Edelweiss Housing Finance and State Bank of India partner to make priority sector home loans more accessible and cost-effective. 

Edelweiss Housing Finance Limited (EHFL), a subsidiary of Edelweiss Financial Services Limited announced a strategic agreement with State Bank of India (SBI), India’s largest public sector bank, for co-lending of priority sector home loans to self-employed entrepreneurs and salaried customers. Edelweiss Housing Finance Limited is among the first few Housing Finance Companies to enter into a co-lending arrangement with SBI for home loans. This partnership aims to reach tier II and tier III markets to ensure timely disbursal of housing credit to customers.

This ends our elaborative marketing strategy of Edelweiss Financial Services. Let us conclude our learning below from the marketing strategy of Edelweiss Financial Services.