Effective Marketing Strategy of Tata Capital – With STP Analysis & Campaigns

Updated on: Dec 25, 2022
marketing strategy of tata capital - 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 our previous article, we learnt in detail about the marketing strategy of a really fascinating brand, Reliance Industries Limited  In this article, we will elaborate on the marketing strategy of Tata Capital – India’s leading financial and investment service provider.

The objective is to learn and gain apprehension into Tata Capital company and to know how did they come so far and become India’s leading financial service company with great leaders as its backbones.

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We will comprehensively cover the marketing strategy of Tata Capital in this blog. Before starting our deep dive into the topic, we should know more about the company’s story, target audience and digital presence.

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About Tata Capital – 

marketing strategy of tata capital - tata capital logoSource – Wikipedia

Tata Group is a privately owned conglomerate of nearly 100 companies encompassing several primary business sectors: chemicals, consumer products, energy, engineering, information systems, materials, and services. The headquarters are in Mumbai. An entrepreneur and philanthropist Jamsetji Nusserwanji Tata founded a private trading firm in the year 1868 named Tata group. His son Sir Dorab Tata took over as chair of the Tata Group after Jamsetji’s death in 1904. The partnership with American International Group, Inc. (AIG) was done in 2001 to create the insurance company Tata-AIG.

The subsidiary of the Tata group is  Tata Sons Limited, which was established in the year 2007. It is a division of the US$108 billion Tata Group that provides financial services. Tata Capital Financial Services Limited (TCFSL), Tata Securities Limited, and Tata Capital Housing Finance Limited are all subsidiaries of this holding company.

The company is registered with the Reserve Bank of India (RBI) as a Systematically Important Deposit Accepting Non-Banking Financial Company. Tata Capital offers many services like commercial finance, investment banking, consumer loans, private equity, treasury advisory, and credit cards. It also serves corporate, retail, and institutional customers through its wholly-owned subsidiary, TCFSL.

Tata Capital brings the trust and expertise of the Tatas to an economically and socially relevant sector like financial services The essence of the brand Tata Capital is encapsulated in the brand proposition ‘We only do what’s right for you” or ‘Karein wahi jo aapke liye sahi’ Seek to build strong relationships with their customers and deliver superior and consistent customer experience across all products and services.

Quick Stats 

CEO Rajiv Sabharwal
CMO Saurabh Agrawal
Area Served India
Industry Financial Services
Market Revenue 10,253 crore
Vision We seek to build strong relationships with customers via a deep understanding of their needs, strong financial expertise and the delivery of superior and consistent customer experience across all touch-points.
Tagline Count on us


Marketing Strategy of Tata Capital –

Let’s know the secret used by Tata capital to apply for marketing. Let’s begin the amazing marketing strategy of Tata Capital with its STP Analysis.

Segmentation, Targeting and Positioning

Tata Capital’s range of offerings caters to the diverse financial requirements of its retail, corporate and institutional customers. 

The target customer in Tata Capital is aged between 22 to 58 years for applying for a personal loan, the customer must have a minimum monthly income of Rs. 15000.

As tata company is a well-established name and tata capital is a financing company so the services in the testing time proved to be good because of the tata group name.

Tata Capital being under the Tata group holds a great position in the market. Tata group hold a market position in the top 10. Ratan Tata is not just a name but it’s a brand now.     

Marketing Campaigns

 Tata Group has unveiled many campaigns in these years some of them are:-

marketing strategy of tata capital - marketing campaign

  •  The latest one is “apne Mann ki Karo” to promote its Flexi Plus Loan Offerings. The campaign has a  series of three humorous short films. Each film is a slice of everyday life situations.
  • The next is the “Money In Action” campaign. It is a series of 4 quirky animated 15 seconds videos which explain the benefits of money management and goal setting with Tata Capital’s Moneyfy App.

marketing strategy of tata capital - marketing campaign

  • The next very interesting campaign was the cricket-themed digital campaign to promote Flexi Plus Loans. It is a series of 3 short films where Tata Capital’s Flexi Plus Loans’ unique benefits are compared with a star player’s performance. 
  • Each film captures a bowler’s or a batsman’s performance statistics in a very interesting way by introducing the features and benefits of Flexi-Plus loans, to gain the viewer’s attention.

Social Media Marketing

The company can be found on the below-mentioned social media platforms:-

  • Facebook: It has 1.3M followers and regularly updates and promotes policies and loan-related content.
  • Instagram: It has 35.8K followers 
  • LinkedIn: It has  480,616 followers 
  • Twitter: It has 137.9k followers with 22.2k tweets

 They regularly update and promotes policies and loan-related content.

It uses social media platforms to keep promoting and advertising itself with content related to campaigns and financial services. 

SEO Strategies 

marketing strategy of tata capital - ubersuggest seo screenshotSource – 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. So as we can see that Tata capital website has an organic keyword of 1,74,255 which is a great number and proves that the website is good at digital marketing.

Also, the monthly traffic of Tata Capital is 3,66,777 which again shows that it has a good number of visits on the site and its SEO ranking is also good.

Influencer Marketing

From 2022, Tata Group replaces Vivo, a Chinese mobile phone manufacturer, as the title sponsor of the Indian premier league till the end of the 2023 edition. Tata never fails to surprise us with its sponsorship and the way they promote its services in the simplest way. Being such a top brand it is super active in all fields like social media platforms, news channels etc.

E-commerce Strategies

The Tata Capital Company has an online website when it comes to e-commerce, they connect to customers through this website and give them financial services. It leaves no mode and makes it easier and easier for the customers to connect to them, being active on social media helped all age groups to connect to Tata Capital.

Mobile Apps

5.34 billion people use mobile and everything today is on mobile devices. Tata capital launched its mobile app for both android and ios devices so that customers can get in touch with tata capital online. The app is fully equipped with modern tools and technology like face id locks and security measures. It has 2 apps namely- Tata Capital and moneyfy.

Content Marketing Strategies

Tata Capital is very active on social media. They post content related to their new interest rate, new loan policy, promotions, sponsorship etc. They share it with everyone regularly. Besides social media they are super active with press, tv and news channels being such popular brand it is always famous in the market.

This ends the marketing strategy of Tata Capital. Let’s proceed towards its conclusion.

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What’s Unique in the Marketing strategy of Tata Capital?

Coming to the conclusion you can see that Ratan tata’s ancestors have made a legacy which is followed by Ratan Tata and the coming generations. The Tata group built its name in every century and adapted itself to the change, resulting in a good company name, reputation and position in the market.

It has built that trust, win that level of trust in the market that if any financial service or any other service comes to mind anyone can trust Tata Capital company ltd blindly.

As you saw how digital marketing helped tata company adapt itself to changes and rank top on all platforms like social media, tv, news channel etc. So why don’t you also try gaining more knowledge and insights into digital marketing? Well we only tell you what’s best so here we are suggesting IIDE’S Online Digital Marketing Course which is taught by the CEO and CO founder, Karan Shah, trust us you won’t regret watching the course videos.

If you like such in-depth analysis of companies just like the marketing strategy of Tata Capital check out our IIDE knowledge portal for more fascinating case studies.

Thank you for reading the blog. Do share and comment with your views on the marketing strategy of Tata capital.

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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]

1 Comment

  1. Raeesa shaikh

    Enjoyed reading this blog. Extreamly helpfull!


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