Extensive Marketing Strategy of JM Financial – Detailed Explanation

Updated on: May 20, 2022
Marketing Strategy of JM Financial - Featured Image

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In this blog, we are going to understand an overview of the marketing strategy of JM Financial Company. JM Financial 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 JM Financial. 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.

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We will learn the entire marketing strategy of JM Financial 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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About JM Financial

Marketing Strategy of JM Financial

JM Financial Group forayed into the financial sector services as JM Financial & Investment Consultancy Services Pvt. Ltd. (JM FICS) in Mumbai in 1973. During the journey of over four decades, the group has garnered many firsts. 

Over the years, JM Financial has consolidated its position and emerged as a robust and revered diversified financial services player. It has been a gentle and memorable journey resulting in growth and success. Some of the key milestones and highlights of the group are listed below.

JM Financial and Investment Advisory Services Pvt. Based in Mumbai, Inc. (JMFICS). The Company has submitted the first offer document to list the securities of  Indian clients on FSA, London. They were also the first company to introduce fully convertible bonds into the Indian capital markets. JM Financial Share & Stock Brokers Limited, now known as JM Financial Limited, was established to continue the stock brokerage and securities business. It was Established in a regional office in Delhi.

Quick Stats on JM Financial
CEO Manish Sheth
CMO Ajay Kulhare
Area Served India
Industry Financial
Market Share/ Revenue Rs.1,685 Crores
Vision To build a society that is inclusive and equal, where capabilities are nurtured and individuals have empowered.
Tagline Trust is always the answer


Marketing Strategy of JM Financial

Segmentation, Targeting, and Positioning:

JM Financial 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 the group of consumers more efficiently and effectively. 

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

Brand positioning and value proposition positioning are critical to business success in a moment’s competitive business. JM Financial 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 Campaign

JM Financials Top3 Press Release:

Marketing Strategy of JM Financial - Campaign 1

JM Financial launches Bondskart, a unique digital platform for ease of investment in debt securities. The theme of the campaign was to launch a new digital platform called bondskart. What made the ad successful was that the platform, powered by ferocious perceptivity on fixed-income investment, aims to educate investors on colourful aspects of investments thereby enabling them to make an informed decision. It also provides investors with the inflexibility to sell their debt securities with secure agreements, adding liquidity as a mileage function to the platform. 

JM Financial has reiterated its Buy rating on Nykaa

Marketing Strategy of JM Financial - Campaign 2

The theme of the news coverage was that the Brokerage house JM Financial has started coverage on Nykaa as going ahead, it desires Nykaa to continue supporting its market supervision in Beauty and Personal Care (BPC) while enhancing market share in the bigger Fashion segment. Brokerage house JM Financial has created content on Nykaa as going forward, it predicts Nykaa to continue bolstering its request leadership in Beauty and Personal Care (BPC) while enhancing request share in the larger Fashion member. 

JM Financial Group commits Rs.30 crore towards COVID-19 relief measures

As a socially responsible commercial, JM Financial Group has always been at the van in supporting colourful social causes as well as furnishing aid to colourful disaster relief enterprises in its history. 

“COVID-19 epidemic has surfaced as a global challenge. In this critical moment, we all as socially responsible citizens and corporates must come together and contribute in whatever way we can so that our country can combat this extremity. The core gospel of our group revolves around a deep commitment to society and our sweats always reflect that attachment. Together, with a cooperative vision and approach, we’ll be suitable to overcome this unknown extremity,” said Mr Nimesh Kampani, Chairman, of JM Financial Group.

Social Media Marketing

JM Finance can be found on Facebook, Linkedin, Twitter, Pinterest and YouTube. JM Finance is more active on LinkedIn with 26k followers. Educational posts, promotional and product launches are posted on the LinkedIn account of JM Finance. Podcast videos are posted on their youtube account. 

SEO Strategies 

Marketing Strategy of JM Financial - SEO

Number of keywords is 4,034 which is a good limit. Their organic keyword reach is low. The traffic on the JM Financial website is 12,717 visits a month which is quite bad traffic and they need to work on it. Domain Authority is less than 50 so that must be looked upon as well. For the backlink part, 1,448,468 is a great number.

Influencer Marketing

Marketing Strategy of JM Financial - Influencer Marketing

From the start JM Financial has collaborated with many online apps for their marketing purpose. Influencers can be a person who has many followers on Instagram or celebrities or the head of the company themselves. JM Finance marketing is done by Manish Sheth the CEO of JM Finance and other cooperative influencers. 

E-Commerce Strategies

JM Finance is a digital platform and it has a website from where you can easily go through the lending and depositing process. Customers can apply for loan applications at the minimum cost and get faster responses.  

Mobile App

Marketing Strategy of JM Financial - Mobile App

BlinkTrade is a high-speed trading platform from JM Financial Services. Equipped with the latest features and tools, it serves as an ideal trading portal for all profiles of investors.

Available across the three platforms of Mobile, EXE, and Browser, BlinkTrade provides the choice of accessibility as per the convenience of our clients. With intuitive navigation, a host of intelligent market-related tools, and basic software requirements, BlinkTrade is the optimal doorway to all trading and investment needs.

Content Marketing Strategies

JM Financial usually posts quizzes, tests your knowledge, and posts a lot of wishes on social media whereas other than that they quite frequently release news and press coverage.

You can check on their Media Coverage site. JM Financial has recently started its youtube channel where they have posted a few informative content.

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

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Conclusion- What’s Unique in JM Finance Marketing?

The marketing strategy is good when it comes to media but it can also improve its digital marketing and social media presence and keep up with the youth rather than just using Facebook, and LinkedIn. 

The company is an integrated and diversified financial services group offering a wide range of capital market services to its corporate and individual clients. The Group’s businesses include investment banking, wealth management and securities business; mortgage lending; distressed credit and asset management business (mutual fund). As the JM Financial company tackles its issues, the biggest one plaguing them is its lack of marketing efforts.

With the increasing importance of digital marketing, learning about the growing field is an important step. 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 JM Financial has given you a good insight into the company’s marketing strategies.

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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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