In-Depth Marketing Strategy of TCS – Explained | IIDE

Tech titan Tata Consultancy Services (TCS) is a powerhouse in the IT services world. This Indian multinational, a crown jewel of the Tata Group, offers solutions and outsourcing that span continents. From Asia-Pacific to the Americas, TCS has established itself as a global IT leader.

But how did they get there? In this case study, we will dive into the unique marketing strategies of TSC that propelled it to the top of the IT services brand game.

So, what are you waiting for? Read on…

About TCS

Indian IT giant Tata Consultancy Services (TCS) is a Fortune 500 powerhouse, founded in 1968 by J.R.D. Tata and F.C. Kohli. Headquartered in Mumbai, the tackles boasts a global workforce of over 300,000 and is known for tackling complex business challenges with innovative solutions. Their ‘Global Network Delivery’ and ‘Innovation’ models have fueled phenomenal growth and a world-renowned work culture.

A true industry leader, TCS crossed a major milestone in 2018 by becoming the first Indian IT company to surpass a market capitalisation of $100 billion. For those interested in understanding the intricate details of these strategies, enrolling in a digital marketing course can provide deeper insights and practical knowledge.

What’s New With the Brand?

Let’s understand what’s recently buzzing around this company:

• Revenue: TCS’s consolidated revenue soared to $25.7 billion in FY2023, showcasing continued growth (Source: TCS Annual Report 2023).
• Employee Strength: This company employs over 600,000 professionals globally (Source: TCS Annual Report 2023).
• Market Share: The company holds a significant share of the global IT services market, ranking among the top three IT service providers (Source: Gartner Report 2023).

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Business News

• TCS has signed a multi-year deal with a leading European bank to transform its core banking platform (Source: Economic Times, May 2024).

Product Launch

• TCS launched a new AI-driven analytics platform designed to help businesses enhance their data-driven decision-making capabilities (Source: TCS Press Release, April 2024).

Marketing News

• TCS won the prestigious ‘Best Digital Campaign’ award at the Global Marketing Awards 2024 for its innovative use of AI in customer engagement (Source: Marketing Week, June 2024).

Celebrity News

• TCS partnered with renowned cricketer Virat Kohli to promote its STEM education initiatives in India (Source: Hindustan Times, March 2024).

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Buyer Persona: What Is It and How Is It Used to Create the Strategy of TCS

The buyer persona of TCS refers to the description of its customers. The table below illustrates customer’s lifestyles, pain points, and social media presence.

Based on the details given, it’s no surprise that TCS’s marketing strategy uses platforms like LinkedIn and Twitter to showcase ads that combine innovative IT solutions and technology that can resonate with its target audience.

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TCS Marketing Strategy – Marketing Mix

A marketing mix refers to the set of actions, tools, and strategies adopted by a company to promote its brand in the market. It basically revolves around the product, place, price, and promotion strategy of a company. Mentioned below is the marketing mix of TCS:

1. Product Mix of TCS

TCS (Tata Consultancy Services) is a multinational consulting firm that seeks to give the finest solutions to its clients. Banking and financial services, consumer packaged goods, energy – oil and gas, government, healthcare, information technology, manufacturing, media and information services, retail, telecommunications, travel, transportation and hospitality, and utilities are some of the segments in which it operates. The solutions that TCS provides to businesses and clients are the items in its TCS marketing mix. TCS offers a variety of services, that include:

• IT services
• Consulting
• IT Infrastructure
• Enterprise solutions
• Enterprise security and risk management
• Engineering and industrial services
• Eco-sustainability services
• Digital Enterprise
• Business process services
• Business intelligence and performance management
• Assurance services
• Platform solutions
• iON caters to small and medium-sized businesses in the above-mentioned industries.

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2. Price Mix of TCS

TCS, the IT powerhouse, is the cash cow of its parent company, generating a whopping 70% of its revenue. To stay ahead of the competition, TCS has mastered competitive pricing strategies. By the end of fiscal year 2015-16, they were expecting a strong performance with a projected revenue of $16.54 billion, profit of $3.70 billion, and total assets of $13.76 billion. TCS consistently ranks among India’s most valuable companies, boasting a market cap of $80 billion, and is a global leader, holding the 10th spot for IT service provider revenue worldwide. This TCS marketing strategy ensures the company remains competitive in the market.

3. Place Mix of TCS

Forget Mumbai headquarters – TCS is a global IT titan! Founded in India, they’ve conquered 46 countries. Their secret weapon? A network of 289 offices and a whopping 147 delivery centers, strategically placed to serve clients across the globe. Think North America, China, Europe, and of course, India itself – no corner of the world is out of reach for the company. This widespread presence isn’t just an accident – it’s a core part of TCS’s business strategy, ensuring they can deliver world-class IT services to anyone, anywhere.

4. Promotion Mix of TCS

TCS isn’t your typical corporation chasing headlines. They’ve cracked the code on a powerful marketing strategy: community engagement. Instead of flashy ads, they invest in programmes that uplift communities, creating a win-win situation. Here’s how it works:

• Local Focus, Global Impact: Each TCS location tailors its projects to local needs. In India, they offer digital literacy programs and job training for the visually impaired. On a global scale, they champion STEM education, technology inclusion, and pro bono work through initiatives like goIT and ENABLE.
• Building a Reputation, One Project at a Time: By tackling social issues, TCS builds a positive reputation as a company that cares. This goodwill translates into brand loyalty and attracts top talent who share their values.
• Employee Engagement to The Extreme: TCS’s ‘Purpose4Life’ programme empowers employees to volunteer, fostering a sense of purpose and boosting morale. Happy employees make for a happy company (and better brand ambassadors)!

This unique approach sets TCS apart, proving that social responsibility can be a powerful marketing tool.

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Marketing Strategy of TCS

Customer-centricity is at the heart of TCS’s strategy. They collaborate closely with customers and design customised technology solutions based on their in-depth understanding of the industry. These solutions cater to their customers’ specific requirements, establishing them as trusted partners. Consistent revenue growth, a high amount of repeat business, good client metrics, long-term customer relationships, best-in-class margins, and a gradually rising market share demonstrate the success of this marketing strategy of TCS.

TCS Marketing Strategy – Sponsorships

1. TCS New York City Marathon

TCS has been the title sponsor of the world’s largest marathon, undoubtedly, since 2014. The TCS NYC Marathon is one of TCS’s numerous global running events (others include the Amsterdam Marathon and the TCS Lidingöloppet), and it exemplifies the company’s dedication to giving back to the communities in which it operates.

2. Invictus Games

Since its start in London in 2014, Jaguar Land Rover has been a Presenting Partner of The Invictus Games. The Games are supported financially by JLR. The Games’ enormous impact on recovery continues to inspire and motivate sick, wounded, and ill Servicemen and women.

The partnership not only highlights JLR’s commitment to social responsibility but also helps raise awareness about the challenges faced by injured veterans. By providing a platform for these individuals to compete, the Invictus Games promote physical and mental healing through sports. This initiative and others like it are often discussed in digital marketing blogs to showcase how brands leverage sponsorships for social good and marketing benefits.

3. Tata Crucible

The Tata Crucible, India’s largest business quiz, is a knowledge endeavour that brings together India’s brightest minds to compete in a fast-paced quiz that promotes lateral thinking. The yearly, nationwide tournament, which began in 2004, is split into two tracks for corporates and campus students.

4. Live Tata Literature!

Anil Dharker, the founder and CEO of the Tata Group, is the event’s title sponsor. The festival, which takes place every November, is known for bringing together the biggest personalities in the literary world as well as heated debates on economics, politics, and social concerns.

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5. First Book

For over a decade, Tata and First Book have been teaming up in North America to rewrite the story for countless children. Their mission? To smash down barriers to quality education and ensure every kid has access to the magic of books.

Since 2008, this powerful partnership has delivered over 500,000 books and learning materials, sparking a love of reading in young minds across the continent. It’s more than just giving kids books – it’s about unlocking a world of opportunity and igniting a passion for lifelong learning.

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TCS Marketing Strategies (Digital)

Here are some elements that TCS incorporates when formulating a strategy for its campaigns:

SEO Strategy: TCS uses a robust SEO strategy to optimise its website and content for search engines, ensuring high visibility for relevant keywords such as ‘digital transformation services’ and ‘IT consulting.’

SMM Strategy: TCS engages its audience on social media platforms like LinkedIn, Twitter, and Facebook by sharing industry insights, case studies, and company news.

E-commerce Strategy: Although primarily a service provider, TCS utilises e-commerce strategies to offer digital products and solutions through its website and partner portals.

Mobile App: TCS’s mobile app provides clients with real-time updates, project tracking, and access to TCS’s digital solutions on the go.

Influencer Marketing Strategy: TCS collaborates with industry leaders and influencers to endorse their services, enhancing brand credibility and reach.

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Strategy of TCS – Marketing campaigns

Let’s have a read of the top campaigns performed by TCS so far to gain a better understanding of their marketing strategies and brand messaging.

1. #TCSPartOfYourStory

Remember that feeling when India truly embraced the digital revolution? Yeah, TCS had a lot to do with that. Their new campaign, #TCSPartOfYourStory, isn’t your average corporate snoozefest. It dives deep into the fascinating tales of how TCS built the digital backbone of India – from banking to healthcare, logistics to entertainment.

Think of it as a behind-the-scenes peek at the tech heroes who empowered millions with the click of a button (or a tap on a smartphone screen). This campaign isn’t just about TCS; it’s about the everyday people whose lives were transformed by the digital wave TCS helped create.

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2. The New Tagline of TCS

Gone are the days of ‘Experience Certainty’ for Tata Consultancy Services (TCS). After 15 years, they’re shaking things up with a fresh tagline: Building on Belief.

But hold on, TCS loyalists! This isn’t a ditching of their commitment to reliability. According to CMO Rajashree, it’s a strategic shift. Think of it as a handshake with millennials, a way to connect not just with what TCS is today, but where they’re headed in the next decade.

This tagline is all about letting the ‘young TCS’ voice roar. It’s a bold move and one that promises an exciting future for this tech giant. So, buckle up and get ready to see a whole new side of TCS!
Curious about what ‘Building on Belief’ means in action? Stay tuned, because we’re about to dive into some of TCS’s coolest campaigns aimed at the millennial generation.

TCS Marketing Strategy – Digital Presence

The TCS has accounts on all of the major social networking sites. They focus on their rich history and showcase their developments as well as their future intentions through their accounts.

• Instagram: On Instagram, TCS (Tata Consultancy Service) has a following of 284,000 people. They use Instagram stories and posts to announce new initiatives and items.
• Twitter: On Twitter, TCS (Tata Consultancy Services) has 478,000 followers. The inventive use of hashtags and the organization of rewarding competitions are the reasons for such a large following on Twitter.
• LinkedIn: TCS has a LinkedIn following of 7,015,243 people. The content on LinkedIn is primarily inspired by TCS’s other social media platforms. The increasing reach is due to TCS’s brand value and awareness, which encourages young people to seek employment here.
• Facebook: Around 748,523 individuals like the Tata Group’s page on Facebook. The stuff is very similar to what they post on Instagram.

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Top Competitors That Influence TCS’s Marketing Strategy

TCS isn’t the only company that rules the IT world. Here’s a look at some of the companies that TCS has to compete with:

• Infosys: Known for its strong focus on AI and machine learning.
• Wipro: Offers comprehensive IT solutions with a focus on sustainability.
• Accenture: Renowned for its consulting and digital transformation services.
• IBM: A global leader in IT services and cloud solutions.
• HCL Technologies: Specializes in technology-driven services and solutions.

TCS Marketing Strategy – Failed Campaigns

TCS launched a global advertising campaign intended to showcase its commitment to diversity and inclusion. The campaign featured various cultural representations aimed at highlighting TCS’s global presence and diverse workforce

Issue: TCS faced backlash for a campaign that was perceived as culturally insensitive.

Backlash: The campaign drew criticism on social media, leading to negative publicity.

Response: TCS issued an apology and withdrew the campaign, replacing it with a more inclusive and sensitive approach.