Marketing Strategy of Power Finance Corporation – A Case Study

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Power Finance Corporation, also known as PFC, has played a crucial role in the electrification of India. However, very few know the role that PFC played in building the country’s power sector. Over the years, it has financed major state-owned power projects in an Independent India. 

This case study focuses on deep diving into Power Finance Corporation (PFC) from a marketing perspective by going over its 4Ps of the marketing mix, its digital presence and SWOT analysis.

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About Power Finance Corporation

 

Marketing Strategy of Power Finance Corporation (PFC) - A Case Study - About PFC

 

Power Finance Corporation (PFC) is a non-banking financial company that was established in the year 1986. It is a state-owned entity under the administrative control of the Ministry of Power and has its headquarters established in New Delhi, India. 

PFC has been actively involved in providing finances to various power projects in the country as it is its core business activity. It also has a consulting business wherein it offers advisory support to the power sector companies.

The company also has two subsidiaries, PFC Consulting and Rural Electrification Corporation Limited (REC). It also has a joint venture with Energy Efficiency Service Limited (EESL). 

Power Finance Corporation is a Navratna PSU (Public Sector Undertaking) listed on NSE and BSE stock exchanges.

 

Marketing Strategy of Power Finance Corporation (PFC) - A Case Study - Subsidiary and Joint Ventures

Subsidiary Companies and Joint Ventures of PFC

 

Now that we have basic information about the company, let us go through PFC’s 4Ps of the marketing mix to know more about the company’s workings and offerings.

 

Marketing Mix of Power Finance Corporation

A marketing mix is a marketing model that includes multiple areas of focus as part of a comprehensive marketing plan. The model is based on a common classification of 4Ps: product, price, placement, and promotion.

So let us see how PFC has structured itself on the four parameters of Product, Price, Place and Promotion. 

 

Product Strategy of Power Finance Corporation

Power Finance Corporation is primarily a service-based company. Its core business activity is to lend capital to the power sector and power sector related industries. 

Now that being said, the product strategy of PFC is based on two categories, Fund based Products and Non-fund based Products.

Under its Fund based products, it gives out long term and short term loans such as corporate loans, credit facilities for power-related purchases, financing of fuel supply projects and equipment.

Under its Non-Fund based products, it offers deferred payment guarantees, Letter of Comfort (LOC) etc.

It also has a consulting business wherein it offers advisory support to power sector companies as previously mentioned.

 

Price Strategy of Power Finance Corporation

Power Finance Corporation’s major income comes from the interest rates that it charges on the loans. So, charging interest rates at the right price is key for the company. 

However, the interest rates are not static and are dynamically changing with the economic and financial climate of the country. 

It has categorized its interest rate offerings depending upon the status and the size of the project of the company. Depending on the category, the interest rates vary from 9.90 per cent to 13.80 per cent.

 

Place and Distribution Strategy of Power Finance Corporation

PFC is a business to business (B2B) service offering company. The company only enters into agreements with power sectors and power sector companies.  

It accepts online applications for loans and then starts its business proceedings. It doesn’t have point to point physical branches like banks. It only has its headquarters present in New Delhi and other regional offices across the country.

 

Promotion & Marketing Strategy of Power Finance Corporation

Power Finance Corporation is a government-owned entity and this instils confidence in the minds of potential clients. It is also in the business for almost 3 decades now and thus has been the beneficiary of positive word of mouth promotion. 

It primarily uses offline method marketing and uses newspaper advertising as its main medium of promotion through which it shares about the happenings in the company.

 

Marketing Strategy of Power Finance Corporation (PFC) - A Case Study - Marketing Mix - Promotion Strategy

 

Being a business to business (b2b) entity, the company doesn’t focus much on marketing itself on a large scale. However, it is very active in undertaking various corporate social responsibility (CSR) activities.

 

People Strategy of Power Finance Corporation

People parameter represents the people of the organisation.

As of 2020, Power Finance Corporation employs 484 individuals in the company. It treats its employees with all the necessary benefits like Human Resource Development (HRD) activities and assurance of employee stock options (ESOPs). 

 

Marketing Strategy of Power Finance Corporation (PFC) - A Case Study - Marketing Mix - People Strategy

 

It also has an internal complaint committee set up for its employees through which the employees can report unruly behaviours by employers.

 

Process Strategy of Power Finance Corporation

Process parameter refers to the process 

PFC has a complete online procedure where it accepts applications for loans. The borrower does not need to run from pillar to post to get a loan, they have just to go to the website and enter their details after which they will be referred to the right department that will be processing their loan as soon as possible.

 

Physical Evidence Parameter of Power Finance Corporation

PFC has its registered office under the name of Power Finance Corporation Ltd, located in Urjanidhi, Connaught Place, New Delhi. It also has its regional offices spread across major cities and towns across the country.

 

Marketing Strategy of Power Finance Corporation (PFC) - A Case Study - Marketing Mix - Physical Evidence Strategy

 

Now that we know about the PFC’s offerings and other necessary information by understanding its marketing mix, let us now go through its digital presence in the coming section.

 

Digital Presence of Power Finance Corporation

Today we are living in a digital era, and this is the time when you have only one thing to tell the world about you and that is your presence. 

The importance of a strong digital presence cannot be stressed enough in the 21st century. Businesses need to be present on all available online platforms right now for marketing and building credibility. 

So, let us see how Power Finance Corporation has its digital presence, by first going through its social media presence.

 

Social Media Presence of Power Finance Corporation

Social media is one of the most important aspects of your digital marketing plan. It can help build and grow awareness of what PFC is all about. It also helps in spreading the word about important industry news and establishes the company as a thought leader in this field.

However, PFC needs to work on its social media strategy as it has very low followers. PFC list of social media accounts is given below:

 

Social Media Presence of PFC
Facebook Instagram Twitter
Marketing Strategy of Power Finance Corporation (PFC) - A Case Study - Digital Presence - Facebook Marketing Strategy of Power Finance Corporation (PFC) - A Case Study - Digital Presence - Instagram Marketing Strategy of Power Finance Corporation (PFC) - A Case Study - Digital Presence - Twitter
It has about 1.8k followers  It has 853 followers It has about 11.1k followers

 

The company doesn’t have a youtube channel which is a huge drawback as it can showcase its corporate social responsibility (CSR) on its Youtube channel and in turn, earn a monetary reward.  

So, this is how the company fares on its digital presence. Let us now cover PFC’s SWOT analysis in the coming section to get an overall view of the company from a marketing perspective.

 

SWOT Analysis of Power Finance Corporation

A SWOT Analysis is a strategic planning method used by businesses to evaluate key internal and external factors affecting the business. It looks at four main areas: Strengths, Weaknesses, Opportunities and Threats.

 

Strengths of Power Finance Corporation

  • The company is well established on the business fronts
  • Backed by Government of India
  • Focuses on CSR activities

 

Weakness of Power Finance Corporation

  • Very less expose to marketing campaigns
  • Weak digital presence

 

Opportunities of Power Finance Corporation

  • A digital transformation is required
  • Showcasing its CSR Activities using the internet

 

Threats of Power Finance Corporation

  • Not focusing on digital media might lead to missed customers feedbacks
  • Less to no interaction on social media might lead to loss of customer retaining

With this, we have come to an end of this case study, let us go through the conclusion section to understand the summary of PFC’s marketing case study.

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Conclusion

Power Finance Corporation, also known as PFC, is an organization that plays an extremely important role in India’s economy. It has been the backbone of the country’s major electrification tasks. 

However, the company has very little exposure to digital presence. It has recently appointed an agency for its digital marketing tasks but only time will tell how it has taken up the challenge of its digital transformation.

Liked our work? Interested in learning further? Do check our website for more. Also, if you’re interested in Digital Marketing, you can check out our Free Digital Marketing Masterclass by Karan Shah.

Let us know your thoughts on this case study in the comment section down below. Thank you for reading, and if you liked our then do share this in your circle. 

Until then, see you next time!

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]

Aditya Shastri

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