Exclusive Marketing Strategy of Fujitsu – With STP Analysis and Campaigns

Updated on: Dec 22, 2022

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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 a previous article, we learned about the Extensive Marketing Strategy of HP, an American multinational computer software industry. In this blog, we are going to talk about the marketing strategy of Fujitsu – The World’s sixth-largest IT service provider.

This blog accommodates a detailed overview of the company Fujitsu which was started in Japan and now is working globally. The intention of writing this blog is to make you aware of the company and its growth over the years.

Marketing is very important for a company as it makes your company popular by selecting the target audience and making the customer aware of the products and services provided by the company.

As nowadays every company is going digital, so it is very important for a company to attract customers online too. If you are interested in digital marketing, then you should definitely check out IIDE’s Free MasterClass on Digital Marketing by the CEO and Founder of IIDE, Mr Karan Shah.

In the further blog, we will know more about the marketing strategy of Fujitsu company. Before looking deep into the company let’s start by looking at the company’s overview. 

Digital Marketing Academic Challenge 2024 - DMAC

About Fujitsu – 

marketing strategy of fujitsu - fujitsu logoSource – Wikimedia Commons 

Fujitsu is a Japanese multinational information technology and services corporation, established in 1935 and headquartered in Tokyo. By annual revenue, Fujitsu will rank sixth globally and first in Japan in the IT services sector in 2021.

It was founded by Takahiro Tokita in Japan. In 1992, it announced the world’s first 21-inch full-colour plasma display.

 The company’s purpose is to make the world more sustainable by building trust in society via innovations. The company keeps making changes and creates values in the global society. 

Fujitsu has approximately 130,000 employees and customers in 180 countries. It is recognised as one of the world’s leading socially responsible companies by DOW JONES.

On 21 September 2022 Fujitsu strengthened its security practice with the acquisition of a leading New Zealand cybersecurity firm in InPhySec.

Quick Stats

CEO Takahiro Tokita
CMO Taeko Yamamoto
Area Served Worldwide

Computer hardware/

Consulting Cloud computing/


Data storage /

Consumer electronics

Market Revenue 3.589 trillion(2021)
Vision Building new possibilities by connecting people, technology and ideas, creating a more sustainable world where anyone can advance their dreams.
Tagline Think beyond. Go beyond


Marketing Strategy of Fujitsu – 

Marketing strategy helps the company to achieve its goals and objectives by strongly competing with other brands or companies.

Let’s start the marketing strategy of Fujitsu by looking into its STP Analysis.

Segmentation, Targeting, and Positioning

The main target market is millennials between the ages of 15 and 45.

This is the age when most people especially teenagers get attracted to new technology. It serves as a platform where these people get a chance to fulfil their demands by receiving a wide variety of computing products.

The company sells a variety of products like computer products, software, telecommunications, microelectronics and more. Fujitsu also produces servers, supercomputers, workstations, slates and PCs which are loved by the world. 

The company made their position by selling good quality products and by making the world more sustainable. The main objective of Fujitsu is profit maximization and since it gained people’s trust in the process, the company decided to go global.

Marketing Campaigns

1. In the wake of the COVID-19 epidemic, Fujitsu declared in 2020 that it would further accelerate its transition to becoming a Digital Transformation (DX) firm by launching an aggressive drive to rethink working habits for its employees in Japan. Through the power of DX, Fujitsu will launch a new way of working as part of its “Work Life Shift” campaign that promises a more empowered, productive, and creative experience for employees while also fostering innovation and generating new value for its clients and society.

2. In 2017, Fujitsu started a campaign to educate consumers which was fulfilled through their expert articles and social videos. They also conducted a webinar that aimed to nurture the audience. The participants of the webinar were retargeted through social media and mailing. Through the use of ads, the company achieved almost 45k page views with half of them being the views of the webinar page.


marketing strtaegy of fujitsu - marketing campaign

Fujitsu organised a campaign in MAY 2021 through the amazon app in which they asked 5 questions and selected 2 lucky winners and gave them a laptop. The campaign was enjoyed by many people. The campaign was a great success. It is very important to organise marketing campaigns in order to gain more followers on your account. Marketing campaigns attract customers which makes them go and search for your company. It is a very beneficial part to grow your business and make more customers.

Social Media Marketing 

Fujitsu is active on social media platforms like Linkedin, Instagram, Facebook and Twitter.

  • Twitter – 72.1k followers 
  • Instagram – 5k+ followers 
  • LinkedIn – 745k+ followers 
  • Facebook – 7.8k followers

The company is most active on LinkedIn and Twitter as compared to Instagram and Facebook.

Generally, they post about new technologies and promote the company by giving us a brief detail about how they work and connect with society digitally. Linkedin is more of a more competent site which is gaining teenagers’ awareness today.

SEO Strategies 

marketing strategy of fujitsu - ubersuggest seo screenshot

Source – UberSuggest 

According to SEO rankings, having less than 500 keywords is bad, having more than 1000 keywords is good, and having more than 10,000 keywords is great. As we can see Fujitsu company has 350,199 organic keywords and it’s considered amazing which means the digital marketing of Fujitsu Company is gaining amazing awareness. 

Also, the monthly traffic is 889,679 which is good. According to this research, Fujitsu company is doing really well and is constant.

Influencer Marketing  

Fujitsu made MARK TAYLOR who is a former Australian cricketer and has a huge following as its brand ambassador. 

Mark Taylor is well-known to both men and women and is not regarded as a media star but people regarded him as an ordinary man which gave him greater believability and approachability. 

He stars as a black belt ‘Fu-jitsu master’ in Fujitsu’s latest winter campaign where he talked about the secrets to defeating winter in japan. 

Fujitsu’s winter campaign promoted the ‘Fujitsu Free Money’ offer which gave buyers the chance to win rewards for purchasing a Fujitsu reverse-cycle split system.

E-Commerce Strategies

 Fujitsu has an online customer portal which allows customers to look into their orders and solve queries of customers.

The e-commerce strategies of Fujitsu include its website which gives you access to look into order tracking, customer self-service, software registration, training information, etc.

 Fujitsu company also includes information about document downloads, manuals and technical assistance centre contacts. 

 Apps like Amazon also have Fujitsu company’s products. In addition, Fujitsu has a mobile app where customers can know about the company better through their mobile phones.

Mobile Apps

Fujitsu partner app helps to power up business being at just one click distance to the daily information. The app features a catalogue showing stock availability in the product description. It also contains a promotion section which have included the availability of current promotions associated with the product, a partnership part that informs about how to select partner programmes and quick access to business tools.

 It also allows customers to download modules containing product documentation available and additional relevant information. This app has access to up-to-date information and you will be able to access most of the information with or without an internet connection. This app is not available in India.

Fujitsu has various other apps available on Google Play Store.

Content Marketing Strategies

Fujitsu is very active socially. The company’s social media accounts share information about its business and technology and the latest news and events.

The Fujitsu blog delivers understandings from Fujitsu authority into the trends shaping a sustainable future, giving industry chiefs information about the need to transform their business and society.

The company is more active on LinkedIn where they share posts to promote their company and products. They also give the viewers the to look into their daily life and the workplace. 

The company post regularly on LinkedIn and Twitter as compared to Instagram.

Let us now look at the conclusion of the marketing strategy of Fujitsu.

Digital Marketing Academic Challenge 2024 - DMAC

What’s Unique in the Marketing strategy of Fujitsu?

In the marketing strategy of Fujitsu, we saw that the company is gaining love and support from all over the world. It aims to make the world sustainable by gaining the trust of society through technology and innovations.

Fujitsu is one of the world’s most admired companies and works on reducing human effort through its new innovations. This blog contains a detailed overview of the company Fujitsu.

Post-pandemic, almost every business went online and the usage of the internet increased. It is very important to maintain your business online these days. A company’s image is everything. It is very important to use correct strategies to keep the business constant in the market. 

The Fujitsu company has beaten its competition in the market and works very hard to maintain its position. One of the reasons for their success is the correct usage of marketing strategies digitally. If you would like to learn about digital marketing then check out this  IIDE’s 4 Month Digital Marketing Course to upskill yourself. 

If you liked this blog and wanted to read about more case studies like the marketing strategy of Fujitsu, then go and check out the  IIDE Knowledge portal for more interesting work.

Thank you for reading this marketing strategy of Fujitsu and hope you got to know about the Fujitsu company.

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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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