Marketing Strategy of Power Finance Corp: Key Insights

About Power Finance Corporation

Leading power finance corporation of India – The Power Finance Corporation (PFC) is a non-banking financial institution that was founded in 1986. It is a state-owned corporation with headquarters in New Delhi, India, under the administrative jurisdiction of the Ministry of Power.

As part of its primary business, PFC has been actively involved in financing different power projects across the country. It also includes a consultancy division that provides advice to organisations in the power sector.

PFC Consulting and Rural Electrification Corporation Limited are two of the company’s subsidiaries (REC). Energy Efficiency Service Limited is a joint venture partner (EESL). The Power Finance Corporation is a Navratna PSU (Public Sector Undertaking) that is publicly traded on the NSE and BSE.

Marketing Strategy of Power Finance Corporation 

The fact that Power Finance Corporation is a government-owned company instils confidence in potential clients. It has also been in business for about three decades and has benefited from strong word of mouth advertising. 

Because it is a business to business (b2b) corporation, it does not place a high priority on large-scale marketing. It is, nonetheless, quite involved in numerous corporate social responsibility (CSR) initiatives.

It predominantly employs offline marketing techniques, with newspaper advertisements serving as its primary vehicle for disseminating information about the company’s activities.

Segmentation, Targeting, Positioning 

Power finance corporation is primarily a service provider company. Its key business is to lend capital to the different power sectors and the individual.

• Personal loans 
• SME business loans
• Educational loans
• Digital MSME loans

In this era, Power Finance Corporation believes in endorsing technology for financial needs and targeting those sections of the population that are under-prepared by conventional lenders.

Power finance corporation is well-positioned in the market to gratify the needs of the customers as it offers unique services to its customers. It has been walking the long road keeping up with its competitors.

Marketing Campaign

 Swachhta Pakhwada 2022 

Power finance corporation organises the campaign of cleanliness to the employees leading the government Swachha Bharat Abhiyan to educate people of the importance of hygiene and cleanliness. The program was for 15 days from 16th May to 31st May. All the employees contributed to this campaign, along with the general public. 

Ties up with Faridabad municipal corporation

Power finance corporation tie-up with Faridabad municipal corporation to install Led lights in the streets. PFC will provide financial support of Rs 3.56 crore for the supply, installation and commissioning of 4,324 LED Street lights in the 21 villages of Faridabad, Haryana. This project is still going on. Many villages already have the street lights installed and few villages are left. 

State-level painting competition #Energyconservation 

PFC conducted the state level painting competition on #EnergyConservation for students of 5th to 10th class at DTEA senior secondary School, New Delhi under the observation of #ameitmahotsav. This competition was very successful and all the students showed their presence in huge numbers. 

Social Media Marketing

They are present across all social media channels and are quite active in updating their activities to the public via these channels.

Facebook Followers – 2.2K
Instagram Followers – 1.5K
Twitter Followers – 15.4K

As we can see, they have a large no. of followers on Twitter. As Twitter is the best place to keep yourself noticed via tweets. Also, they have about 4.7K tweets. 

Since they are not much involved in marketing, they don’t use posts as such stuff related to marketing instead they update the public and their followers about what’s going on inside i.e they use to post about different activities or projects undergoing.

SEO Strategies 

There is no other method to implement an SEO strategy, and the organisation has done an excellent job on this front. It has a total of 14K+ organic keywords, which is excellent work by Power Finance Corporation’s SEO staff. The site also receives roughly 55K organic monthly visitors, which is ideal for a company to convey its goal and vision to its customers.

The website’s traffic has been fluctuating from November 2021 to 2022, but it has not returned to its extremely low level. To put it another way, effective SEO improves your online visibility. This means that the more people that visit your website, the more online traffic you’ll have and the more likely you’ll be able to reach a wider audience with your product or service.

You can also take a look at its Backlinks, which are increasing from 2019 to 2022. Here, we can see a drastic increase in backlinks in June 2019 and again from Dec 2021 to Mar 2022. Also, the overall trend is towards increment of the backlinks with the passage of time.

Influencer Marketing

Since Power Finance Corporation doesn’t get involved in intense marketing, it doesn’t use any brand ambassador or an influencer in its marketing strategy. Also as it is a B2B type company, so there’s no need for them to get involved in any such marketing activities.

E-Commerce Strategies

Power Finance Corporation is a B2B company, which provides loans and finances to the companies in the Power sector. It has a proper working website of “pfcindia.com”.

You can get all the information and minute details of the company through its site, from its higher authorities such as the Board of Directors to its product and services, projects going on, their initiatives, investors, operations, a career in the company and many others.

Mobile App

Well, they have a proper updated and maintained website but they hold no mobile application for the same. If you search for the power finance corporation mobile app, then you will come across a similar enterprise of the Tamil Nadu government by the name of Tamil Nadu power finance corporation, but it holds no link with the company we are talking about.

Content Marketing Strategies

Since they don’t have an active presence in digital marketing, you won’t come across any such blogs or articles about them. But they actively use it to share posts on their social media handles. They generally put the content regarding social awareness. You can even check out their Instagram by the name of pfc|India, where you can find many posts regarding social awareness.

This ends our elaborative marketing strategy of Power Finance Corporation. Let us conclude our learning below from the marketing strategy of Power Finance Corporation.