Profound Marketing Strategy of NIIT – With Company Overview

Updated on: Feb 18, 2023
marketing strategy of NIIT - 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 recent article, we talked about the marketing strategy of Classplus. In this article, we are going to deep dive into the marketing strategy of NIIT. 

IIT Delhi graduates Rajendra S. Pawar and Vijay K. Thadani founded NIIT in 1981 with a one million rupee investment. By opening nine centres in 1987, NIIT created a franchising model for IT education for the first time.

Marketing has now become essential for every kind of company irrespective of their industry and target audience. And with evolving marketing methods there are various benefits offered in this new age of marketing i.e digital marketing that helps you in targeting your ideal customers and satisfying each of them. 

If you want to learn about this rapidly growing and learned marketing skill then do watch the Free Masterclass taught by the founder of IIDE Karan shah and get a clear view of the concepts. 

In this study, we will look at the marketing strategy of NIIT, its story, STP Analysis and whatnot. So, let’s get started!

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About NIIT – 

marketing strategy of NIIT - NIIT Logo

Source – Wikipedia

Leading Skills and Talent Development Company NIIT is creating a labour pool to meet demand from the international business community. The organisation, which was founded in 1981 to assist the developing IT industry in overcoming its human resource difficulties, now ranks among the top training providers in the globe as a result of its extensive and all-encompassing portfolio of talent development programmes. NIIT provides training and development solutions to Individuals, Businesses, and Institutions with a presence in over 30 countries.

The company has developed a focused business strategy to address the needs of individuals and corporate customers for digital transformation by providing training and consulting to help them reinvent themselves and their organisations with a strong focus on assuming leadership roles in the digital learning world and accelerating NIIT’s growth and profitability.

Learners can access their learning plans through NIIT Digital and all related content and services via a simple dashboard on connected desktops, tablets, and smartphones. In addition to a variety of additional features, they can participate in LIVE Instructor-led lessons taught by some of the greatest NIIT instructors, watch recorded sessions, take quizzes, and communicate with their peers and instructors.

Corporate Learning Group and Skills & Careers Business are NIIT’s two primary business divisions worldwide.

Quick Stats – 

CEO Sapnesh Lalla
CMO Rhythm Gupta
Area Served Worldwide
Industry Higher Education
Market Revenue Rs 1,377.5 crore in 2021-22
Vision –
Tagline New ideas, More value

 

Marketing Strategy of NIIT –

The foremost factor that we would talk about is the STP Analysis in the marketing strategy of NIIT.

Segmentation, Targeting & Positioning

The technique through which NIIT Technologies chooses to divide the general market into smaller segments and groups that have comparable characteristics, purchasing patterns, socioeconomic backgrounds, etc. is known as market segmentation. This is done in an effort to engage with the intended customer audience more effectively and efficiently.

The main target is to fulfil and cater to a particular segment in the software and programming industry. Students, Working professionals who desire to advance their careers are the programmes’ target audience.

NIIT is positioned as one of India’s key contributors to computer training.

Marketing Campaigns

1. #AbPlacementPakki Campaign 

marketing strategy of NIIT - Marketing campaign

The launch of NIIT’s campaign #AbPlacementPakki has been announced. The campaign highlights the rigorous training and grooming that NIIT offers its students, as well as the online courses it offers in cutting-edge sectors.

The campaign will be available live on OTT services like Hotstar, Voot, Zee5, MX Player, and Airtel Xtreme, as well as music services like Gaana and Spotify. The promotion is also visible on well-known media outlets like Inshorts and Humans of Bombay.

The campaign provides information about NIIT programmes in Full Stack Digital Marketing, Full Stack Product Engineering, Data Science & Machine Learning, Digital Marketing, Cybersecurity, Cloud, and 5G Project Management, among others. Additionally, it showcases certifications in game development and 5G, the latter of which was created in partnership with Nokia Bell Labs.

All of the courses are offered online and will equip students with knowledge and expertise in cutting-edge disciplines to complement their graduate studies.

The campaign offers job development advice and addresses parents’ and students’ worries. The advertising also highlights other advantages like flexible payment plans, advice on course choices and job opportunities, and connection with NIIT mentors to address questions.

2. Social Media Marketing Campaign 

At India’s first cloud campus, this campaign was started to raise awareness of NIIT’s anytime and anywhere learning. In order to raise awareness of the programme among the students, NIIT built a website and a Facebook page as destinations. “Cloud Pins” were a design element that appeared in print, TV advertisements, banner ads, and websites.

In order to increase students’ trust in the cloud-based learning programme, NIIT Ltd included Facebook’s “Friends Like Box” on its website along with testimonial videos.

According to the consumers’ preferences, NIIT Ltd. generated sponsored stories, an NIIT Facebook channel, and Facebook stamp adverts to encourage user interaction.

Since students frequently used cybercafés to access the internet, Clinck, a cybercafé aggregator, was used to generate a personalised desktop tab.

3. Apart from these NIIT has launched many other campaigns, initiatives and experiments –

  • Bhavishya Jyoti Scholarships program – launched in 1991
  • MindChampions Academy (MCA) with Viswanathan Anand
  • launched NIIT Yuva Jyoti centres in partnership with the National Skill Development Corporation 

Social Media Marketing

  • LinkedIn – 288K followers
  • Twitter – 13.7K 
  • Facebook – 8.6K 
  • Instagram – 11.9K 

NIIT is the most followed and active on LinkedIn. They post about various campaigns and informative and promotional content on their social media handles.

SEO Strategies 

marketing strategy of NIIT - Ubersuggest seo screenshot

Source – UberSuggest

According to SEO criteria, less than 500 organic keywords are terrible, more than 1000 are fine, and more than 10,000 are wonderful. As can be seen in the image, there are 45K+ organic keywords on NIIT’s official website, which is amazing.

The number of monthly visitors is another significant consideration when analysing a successful SEO strategy. While traffic of over 20,000 is wonderful, they receive 196K+ monthly visitors, which is remarkable.

Influencer Marketing

Influencer marketing is getting famous and accepted among the public for brand promotion. NIIT has Indian chess legend Viswanathan Anand as the brand ambassador. With Viswanathan Anand, NIIT opened its MindChampions Academy (MCA) in 2003.

Grand Master Viswanathan Anand and NIIT Ltd. collaborated to establish The MindChampions’ Academy (MCA), a non-profit project. The Academy’s goal is to encourage chess in classrooms and foster the intellectual growth of young people. Moreover, developing students’ analytical abilities and logical thinking is an aim.

“Anand has made chess a national movement by initiating 1.65 million students into the game of Chess through our joint initiative – the NIIT MindChampions’ Academy. Together, NIIT and Anand will continue to work towards taking Indian chess to greater heights,” – NIIT Chairman Rajendra S Pawar.

E-commerce Strategy

NIIT has an E-commerce portal on its official website through which you can get a detailed overview of the programs they offer, their fees, and curriculum all information is available. They also guide you through 3 simple steps by which you can apply and start any program through its official website.

Mobile Apps

NIIT has various mobile apps peruse. Some of them are mentioned below –

  • NIIT Student – 2.9 ratings and 10T + downloads
  • Learn@NIITFoundation – 4.1 ratings and 50T+ downloads 
  • NIIT Faculty – 4.1 ratings and 1T+ downloads
  • NIIT.tv – 4.5 ratings and 10T+ downloads 

Content Marketing Strategy

Conversions, prospects, and customer awareness are all boosted by content marketing.  Content has evolved into a crucial component of every marketing plan in the digital world. There will always be tactics that provide you with short, fleeting advantages, but content marketing has the ability to boost your company’s productivity for years to come. A effectively run content marketing campaign may be able to save your digital marketing efforts.

So for content marketing, NIIT publishes various articles and blogs on their official website to keep their customer base aware of various things happening in NIIT. 

This brings us to the end of the insightful marketing strategy of NIIT.

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What’s Unique in the Marketing Strategy of NIIT?

To conclude we can say that the marketing strategy of NIIT is amazing. As we saw in the article NIIT use each kind of marketing strategy skillfully and wisely for their benefit and their results are clearly seen by their popularity among their target audience. NIIT has become one of the trusted companies in its niche with the help of such amazing marketing tactics. 

We can draw the conclusion that a marketing strategy is a key link between corporate marketing planning, scenario analysis, and the creation of specialised programmes. 

You can enrol in IIDE’s amazing courses like the 4-Month online Digital Marketing Course and the 11-Month MBA in digital marketing course as IIDE is currently the best and leading institute of digital marketing in India. 

We hope you have enough understanding of the marketing strategy of NIIT. If you want to improve your knowledge of digital marketing by reading such informative marketing strategies of different businesses, check out the IIDE Knowledge Portal where you can find many more case studies like the marketing strategy of NIIT.

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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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