Precise Marketing Strategy of MSCI – with Company overview & STP Analysis

Updated on: Nov 4, 2022
marketing strategy of MSCI - 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 the online digital marketing course at IIDE - India's #1 digital marketing institute.

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In a previous article, we learned about the complete marketing strategy of Financepeer. This blog will look at the marketing strategy of MSCI – the Best Index Provider.

Briefly, Morgan Stanley Capital International Indexes (MSCI) provides global fixed income, real estate indexes, multi-asset portfolio analysis tools, equity, ESG, and climate products.

Here is the marketing strategy of MSCI on how they expand and enhance and maintain their indexes but before that, you should take a look at Karan Shah’s Free Masterclass on Digital Marketing 101 offered by IIDE if you’re interested in learning more about digital marketing.

In this blog, we will see the marketing strategy of MSCI. But, before we dive deep into it, let us start by learning about the company, company story, target audience, and digital presence.

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About MSCI

marketing strategy of MSCI - logo Source – www.msci.com

Morgan Stanley Capital International Indexes (MSCI) is a finance company that provides stock indexes, performance analysis, portfolio risk, and governance tools to investors.

In 1986, Morgan Stanley certified the rights to the indexes from capital international and branded the indexes as Morgan Stanley capital indexes.

By the 1980s, the MSCI indexes had been the primary benchmark indexes outside of the U.S. before being joined by Standard & Poors. Citibank, and FTSE.In 2004, MSCI acquired Barra, Inc., to form MSCI Barra.

 In mid-2007, parent enterprise Morgan Stanley determined to divest MSCI. This became observed via a preliminary public imparting of a minority of stock in November 2007.

The divestment was finished in 2009. Morgan Stanley was founded by  Henry Sturgis Morgan, Harold Stanley, and Dean G. Witter in 1986. The company’s main office is located in Manhattan, New York City, at 7 World Trade Center.

QUICK STATS:

CEO Henry A. Fernandez
CMO Samuel Wang
Area served Worldwide
Industry Finance
Revenue US$2.04 Billion
Vision We strive to bring greater transparency to financial markets, enabling the investment community to make better decisions for a better world.
Tagline Powering Better Investment Decisions for a better world

 

Marketing strategy of MSCI –

MSCI puts sturdy emphasis on the investment and replicability of its indexes through the usage of length and liquidity screens.

Now, let’s start with the marketing strategy of MSCI. First, let’s take a look at its STP Analysis.

Segmentation, Targeting, and Positioning

A marketing technique known as STP involves segmenting your audience, focusing on the audience groups that are most suitable for your product, and positioning your product to effectively reach your target market.

Markets are segmented utilising segmentation techniques into various client groups.

 Asset managers, pension funds, hedge funds, banks, and stock investors are the primary targets of MSCI. 

These target groups have a solid reputation for purchasing equities in numerous companies.

As these organisations are renowned for their investments, MSCI offers stock indices, portfolio risk and performance analytics, and governance tools to assist their clients in making the greatest investments possible.

The MSCI serves clients worldwide by representing big and mid-cap stock performance across 23 developed market nations.

MSCI made its positioning in the market by providing the best stock indices which can be simply comprehended by both investing groups and regular individuals who are new to the stock market.

Marketing Campaigns

marketing strategy of MSCI - marketing campaign

 MSCI launched a campaign in support of one new product line, the Net-Zero Knowledge Hub. The Task Force on Climate-related Financial Disclosures (TCFD) framework for decreasing carbon emissions, as well as data and analysis from MSCI ESG Research and others, are all used in the Net-Zero Knowledge Hub.

The centre discusses how financial institutions can lower and disclose their carbon footprints and focuses on how to align investment portfolios with a net-zero economy. Building a greener, more sustainable society requires the involvement of owners and managers of assets, businesses, and investors.

In a net-zero economy, greenhouse gas emissions are balanced by their removal from the atmosphere. There will still be some activities that emit greenhouse gases even if the world achieves net-zero emissions.

The need for carbon removal, whether from natural sources like trees and soil or through the use of technology that can remove carbon from the atmosphere, is highlighted by the fact that reaching net zero will not imply eliminating all emissions.

Without actively removing carbon from the atmosphere, the earth would not be able to attain net zero.

This campaign that MSCI started is all about the reduction of carbon emissions from the atmosphere.

MSCI has done very less campaigns compared to its competitors. Marketing campaigns are crucial to gain new customers and retaining existing ones. Marketing campaigns are collections of tactical actions that support a company’s aim or goal.

Considering the use of marketing campaigns MSCI should use marketing campaigns to promote their new features to their customers and to gain new customers.

Social Media Marketing

MSCI is active on Social Media platforms like Twitter, Linkedin, and Youtube It has got a maximum number of followers on Linkedin than on Twitter and Youtube.

The followers on Twitter and youtube of MSCI range from 23k to 28k. Their posts mainly contain indexes and investment videos.

  • LinkedIn  – 209,509 followers
  • Twitter –  23,154 followers
  • Youtube – 3.15k subscribers 

SEO Strategies

marketing strategy of MSCI -ubersuggest seo screenshot

Source – Ubersuggest

According to the image above, MSCI uses about 2 lakh+ organic keywords which is amazing as organic keywords below 500 are considered bad, 1000+ are considered good and 10,000 are considered amazing.

With that, it has about 5 lakh+ visitors per month which is impressive as monthly visits above 20,000 are considered great.

Influencer Marketing

Morgan Stanley Capital international indexes(MSCI)  are quite popular around the world. It is more marketed by the word of mouth through financial Youtubers or blogs.

Morgan Stanley Capital International indexes are mostly promoted through different websites and videos. MSCI is backward from other index indicator companies in influencer marketing.

As it is an influencer marketing era it would be great to market their brand through more influencers to increase awareness of the brand.

E-commerce strategies

MSCI only shows stock indexes that whether the company’s share price is rising or decreasing it doesn’t provide any platform for the users or customers to buy and sell stocks.

But one could decide whether to buy or sell a stock with the MSCI app and website on various trading platforms. If MSCI offered a place for their clients to sell and purchase equities, that would be advantageous.

Mobile Apps

Introduction of the MSCI app made better investment decisions by tracking ESG Ratings and 850+ MSCI Indexes with real-time performance anytime, anywhere.

The MSCI app enables access to ESG Ratings for 2,800 firms, real-time index levels, and intraday performance data across MSCI Market Cap, Factor, ESG, and Thematic indexes. This transparency is provided for traders and investors.

This app has 3.8 ratings and 5T+ downloads on the play store.

Content marketing strategies

Morgan Stanley Capital International indexes always ensure to update their customers through their website about daily stock prices and global market performance in different regions like Europe, the USA, and around the world. 

As MSCI is a stock index provider they ensure to educate their customers about the stock market and different terms of stock marketing through videos on their youtube channel.

MSCI publishes articles or blogs related to stock markets like inflation, and the sensitivity of the stocks on their websites and shares the latest news and research reports on their website.

This brings us to the conclusion of the marketing strategy of MSCI.

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

MSCI provides the best indexes internationally but we have noticed that the brand should increase more of its social presence and promote its brand through other influencers.

Of course, promotion is an important task for any company and in the current scenario, the field is rapidly growing.

Digital Marketing is extremely important in today’s age. Learning about the expanding sector of digital marketing is crucial given its growing relevance. Check out IIDE’s 4 Month Digital Marketing Course if you want to learn more and expand your skills.

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

Thank you for taking the time to read the marketing strategy of MSCI, and do share your thoughts on this case study of the marketing strategy of MSCI  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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