Detailed marketing strategy of Mphasis- with company overview

Updated on: Nov 1, 2022
Marketing strategy of Mphasis - 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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In a previous article, we learned about the Detailed Marketing Strategy of Infosys, an Indian leading company in next-generation digital services and consulting.

In this blog, we are going to elaborate on the marketing strategy of MPHASISmultinational information technology services and consulting company.

Mphasis Limited is an Indian multinational information technology services and consulting company based in Bangalore.

The company provides infrastructure technology and applications outsourcing services, as well as architecture guidance, application development and integration, and application management services

As we all know Digital marketing is very necessary these days, where else every brand has shown the best marketing strategy to inform the customer about the new launch of the product through different campaigns, advertising etc.

If you are keen to learn digital marketing then watch IIDE’s Free Masterclass on Digital Marketing.

Here is the marketing strategy of MPHASIS, 

Digital Marketing Academic Challenge 2024 - DMAC

About Mphasis –

Marketing Strategy Of Mphasis - logo

Source – Financial IT

Mphasis was formed in June 2000 after the merger of the US-based IT consulting company Mphasis Corporation (founded in 1998 in Santa Monica by Jerry Rao and Jeroen Tas.) and the Indian IT services company BFL Software Limited (founded in 1992).

It applies next-generation technology to help enterprises transform businesses globally. Customer centricity is foundational to Mphasis and is reflected in Mphasis’ Front2Back™ Transformation approach.

 Mphasis’ Service Transformation approach helps ‘shrink the core’ through the application of digital technologies across legacy environments within an enterprise, enabling businesses to stay ahead in a changing world.

 Its Core reference architectures and tools, speed and innovation with domain expertise and specialization are key to building strong relationships with marquee clients.

The company was ranked #7 in India IT companies and overall #189 in Fortune India 500 in 2019.

It has more than 60 sales and delivery centres in 19 countries with delivery centres in India, China, Australia, North America, the UK, Japan, Singapore, Indonesia, Tunisia, Mauritius, New Zealand, Taiwan, Mexico, Costa Rica, Taiwan and Europe.

In India, it has a presence with operations in Bangalore, Chennai, Pune, Hyderabad, Mumbai, Noida and Mangalore.

The markets served by the company are financial services and insurance, healthcare, manufacturing, government, transportation, communications, and consumer and retail industries.


CEO Nitin Rakesh
CMO Veda Iyer
Area served Asia
Industry IT, C onsulting, Outsourcing
Revenue Rs 9722 cr
Vision Redefining paradigm for business success
Tagline Unleash The Next


Marketing Strategy of Mphasis –

Let’s see about the marketing strategy of Mphasis! First of all, let’s start with its STP Analysis and how Mphasis carries the marketing campaign etc.

Segmentation, Targeting, and Positioning


Market segmentation is the process through which Mphasis decides to segment the overall market into smaller segments and groups that have similar attributes, buying behaviour, socio-economic background, etc. This is done to reach out to the group of consumers more efficiently and effectively.

Organizational technical capabilities to cater to a specific consumer segment in the Software & Programming industry. 

Mphasis can use the principle of cross-market segmentation – defining and targeting the same type of consumers in different markets, strategy in this scenario. The Mphasis marketing team shouldn’t confine itself to one segmentation strategy.

 In fact, should strive to inculcate numerous features to better define and identify the target groups and segments.


 Product Life Cycle stage – It is highly relevant in the international scenario where the product life cycle is at different stages based on social, economic, regulatory, and political reasons. Mphasis needs to find out at what stage of the product life cycle the target segment is. Presence of appropriate collaborators to market successfully to the target market 

 The financial return potential of the target market – Mphasis needs to decide whether the segment it is planning to target can be financially lucrative.


Brand positioning and value proposition positioning are critical to marketplace success in today’s competitive marketplace.

Mphasis needs to position 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 customer’s mind.

Brand positioning and product differentiation have become increasingly critical because of the driving down of production costs in the Software & Programming industry and the direct access to consumers using e-commerce and other online retailing strategies.

Marketing Campaigns

Mphasis marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives

Marketing strategy of Mphasis - Marketing campaign

“At its core, our “Engineering is in our DNA” mantra is aligned with our key priority of approaching complex problems that our clients face in today’s world with design thinking and harnessing digital technology as an enabler of impactful business outcomes.

It showcases how we at Mphasis lead with design and architecture to deliver a portfolio of next-generation offerings and services that blend deep domain expertise with cutting-edge technology, said Nitin Rakesh, CEO and Executive Director, of Mphasis

Social Media Marketing 

Mphasis can be found on the – 

  • Instagram – 6,047 followers 
  • Facebook – 16K
  • LinkedIn – 561K

They mostly post about their business and campaigns.

SEO Strategies 

Marketing strategy of Mphasis - ubersuggest seo screenshot

Source – UberSuggest

As per SEO ranking, it is said that the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see that www.mphasis has 9573 organic keywords and it’s considered as good. That means the digital marketing of Coolberg is gaining a good number of insights. 

Also, the traffic per month is around 20K+ which is known as very good. Hence, Coolberg still needs improvements in its SEO strategies while working hard enough to keep the brand soaring in the Google organic SERP results.

Influencer Marketing 

Influencers are your content production. They generate native advertisements that tend to resonate well with customers, which can boost your advertising performance and increase overall conversion.

Then analysts can then find out the best-performing influencer content and generate paid ads to run to a specific target audience. As influencer content is considered more authentic, this usually brings in better engagement and conversion rates. 

It reinforces your brand’s reputation and fosters your credibility.

Moreover, partnering with influencers allows you to gain the trust of their audience. In the long term, this is the perfect tool to grow an army of loyal brand advocates. It aids you to amplify brand awareness and earn more revenue.

E-commerce Strategies

In talking about e-commerce strategies Mphasis has its website from where they sell its services with special offers.

Content Marketing Strategies

Mphasis is very active on and blog website. The post content is related to the new services provided by them. The only source of posting content is through websites.

Also, they press releases about their product via various sources such as The Hindu, MoneyControl, The New Indian Express, etc.

This ends our elaborative marketing strategy of Mphasis.

 Let us conclude our learning below.

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion – What’s unique about the marketing strategy of Mphasis?

In the marketing strategy of Mphasis, we saw that Mphasis is gaining love and support from all the places in the world.

Businesses today are looking at ensuring the customer experience is intentionally and strategically designed to be the differentiator. 

Customer-centric enterprises bridge the businesses and the human sides of the story. Businesses listen, co-create and innovate to stay relevant in the ever-changing marketplace.

There is also a need to adopt emerging technologies that can replace legacy and drive today’s digital needs of businesses.

As we all know, digital marketing has taken a drastic change because of pandemics that affected every business. As per digital marketing statistics, about 60% of the population of world uses the internet.

It rose by 20% in the past two years due to the pandemic with many businesses going online. 

An established company’s image is everything. The right campaign strategies can make or break a company’s brand image.

Through digital marketing, effective campaigns can be designed and the scope of fixing any glitches immediately is there.

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 Mphasis 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 Mphasis, check out our IIDE Knowledge portal for more fascinating case studies.

THANK YOU  for taking the time to read this and do share your thoughts on this case study –  marketing strategy of Mphasis 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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