Complete Marketing Strategy of Edelweiss Financial Services – With STP Analysis

Updated on: Jun 27, 2022
Marketing Strategy of Edelweiss Financial Services - Featured Image

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In our previous blog, we did the SWOT analysis of Edelweiss Financial Services. In this blog, we are going to understand the marketing strategy of Edelweiss Financial Services Company. 

Edelweiss Financial Services is an integrated and diversified financial services group. The group’s primary businesses include Investment Bank, Mortgage Lending, Alternative and Distressed Credit, and Asset management. 

The objective of this blog is to help you gain insights into Edelweiss Financial Services. Marketing is a part of a company’s DNA that can either make it or break it. As users across the world go digital, marketing has followed them to the digital realm as well.

A new era is all about being digital and learning new digital techniques. If you are interested to know more about marketing then do check out our Free Masterclass on Digital Marketing by the CEO and founder of IIDE, Karan Shah.

We will learn the entire marketing strategy of Edelweiss Financial Services by the end of this blog. Before talking about it, let’s begin with the company’s story, target audience and digital presence.

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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.

Quick Stats on Edelweiss Financial Services
CEO Rashesh Shah
CFO Sarju Simaria
Area Served India
Industry Financial
Market Share/ Revenue 96 billion Indian rupees
Vision Dedicated to empowering their clients to gain from market opportunities and to build long-term relationships with them.
Tagline We are Edelweiss Personal Wealth


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

Marketing Strategy of Edelweiss Financial Services - Campaign 1

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. 

Marketing Strategy of Edelweiss Financial Services - Campaign 2

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: 

Marketing Strategy of Edelweiss Financial Services - Campaign 3

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

Marketing Strategy of Edelweiss Financial Services - SEO

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.


Influencer Marketing

Marketing Strategy of Edelweiss Financial Services - Influencer

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.

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What’s Unique with Edelweiss Financial Services’ Marketing Strategy?

To sum up, everything that has been stated so far, Edelweiss Financial Services is doing great in its area. There are also some aspects where Edelweiss Financial Services lacks and to overcome such a thing they need to know more about digital skills and how they can uplift their website.

Marketing is a critical component of every company’s success, and in today’s world, the area is fast digitizing. The company should start giving strategic importance to various digital marketing techniques such as social media marketing, content marketing, SEO, running digital campaigns, etc. These techniques are high in demand in the current job market. If you would like to learn more and develop skills, check out IIDE’s 4 Month Digital Marketing Course to learn more.

We hope this blog on the marketing strategy of Edelweiss Financial Services 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 Edelweiss Financial Services, check out our IIDE Knowledge portal for more fascinating case studies.

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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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