In-Depth Marketing Strategy of TCS – Explained | IIDE

Updated on: Sep 22, 2021

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Tata Consultancy Services (TCS) is an Indian multinational corporation that provides information technology (IT) services, business solutions, and outsourcing. TCS is a division of the well-known Tata Group. Its operations are spread over Asia-Pacific, Africa, the Middle East, Europe, and the Americas. TCS is now placed amongst the most valuable IT services brands worldwide. They’ve been using several marketing methods recently, which have helped them get a lot of traction.

That is why, in this Case study, we will examine TCS in greater depth by looking at the Marketing Strategy of TCS, that has attracted global attention due to its uniqueness.

So let’s get started with this case study by understanding more about TCS.

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About TCS

Marketing Strategy of TCS | IIDE

Tata Consultancy Services Ltd. is India’s largest IT services and consulting organization and is a Fortune 500 corporation. Mr J.R.D. Tata and Mr F.C. Kohli founded TCS in 1968, with its headquarters in Mumbai. Mr Rajesh Gopinathan has recently been named as the company’s new MD and CEO. TCS employs over 300,000 workers in 55 countries. It efficiently addresses global business difficulties through its Global Network Delivery and Innovation models and solutions, and its phenomenal growth and work culture are having a global influence. TCS reached another milestone in 2018 when its market capitalization surpassed $100 billion, making it the first Indian IT company to do so.


Marketing Mix of TCS

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. Following 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 marketing mix.TCS offers a broad range of services, including

  • 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.


2. Price Mix of TCS

TCS accounts for 70% of the total revenue of its parent business. TCS has developed a competitive pricing policy to acquire a competitive advantage over competing brands, as it faces tough competition from rival brands. TCS expected revenues of 16.54 billion dollars, profit of 3.70 billion dollars, and total assets of 13.76 billion dollars by the end of the fiscal year 2015-16. It has been named one of the top corporations in India in terms of market value, with a market capitalization of 80 billion dollars, and is the world’s 10th largest service provider in the IT industry in terms of revenues.


3. Place Mix of TCS

TCS is headquartered in Mumbai, Maharashtra, and serves clients throughout India. With the support of sixty-seven subsidiary companies, it has expanded its global presence. TCS operates in 46 countries around the world, including Australia, Pakistan, Dubai, the United Kingdom, and Germany. Pune, Maharashtra, was the location of the company’s initial software R&D centre. TCS has been able to expand its distribution network thanks to its strong ethics and strong brand backing. It has 289 offices in 21 countries, as well as 147 delivery centres, to supply world-class services to any place. North America, China, India, Latin America, Europe, and India all have delivery centres.


4. Promotion Mix of TCS

TCS makes its influence felt throughout the community through a variety of community projects. This is the most effective technique to reach the most number of individuals because they are serving society and receiving reputation and notoriety in exchange for their efforts. TCS’s promotional strategy in its marketing mix is unique and unlike that of any other company involved in advertising and marketing.

Each location has a well-defined collection of TCS programs. TCS, for example, in India conducts the ALP adult literacy program, the BPS employment program, the Advanced computer training centre – to improve employability for visually challenged youngsters, and InsighT – for school students, among other programs. It features programs like STEM education and technology inclusion, Pro Bono, ENABLE, and goIT, to mention a few, on an international level. TCS also participates in and organizes many marathons across the world each year. TCS also encourages its employees to contribute to social well-being through its Purpose4life program.


Marketing Strategy of TCS

Customer-centricity is at the heart of TCS’ approach. They collaborate closely with customers and design customized technology solutions based on our in-depth understanding of their 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 strategy.




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.


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. In addition to Singapore and Dubai, the campus edition is hosted in Singapore and Dubai.


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.


5. First Book

Tata For more than a decade, North America and First Book have collaborated to improve the lives of children by ensuring that all children have equitable access to quality education and assisting those who are in need. Tata and First Book help youngsters learn to read by giving them books and other learning materials. Over 500,000 books have been delivered since 2008, according to the organization.


Marketing campaigns of TCS


1. #TCSPartOfYourStory

TCS Marketing Campaigns | Marketing Strategy of TCS | IIDE

TCS launched a corporate brand campaign dubbed #TCSPartOfYourStory to highlight the company’s role in India’s digital journey and how it paved the way for India’s people to experience innovation and progressive development.

The #TCSPartOfYourStory campaign highlights some of the most compelling stories of Digital India, as well as TCS’ pivotal role in constructing the country’s digital backbone, which spans financial services, government services, health care and pharmaceuticals, logistics and supply chain networks, science and technology, consumer business, and more.

It allowed people to benefit from the technological boom that has revolutionized the country and its inhabitants. This ad provides an up-close and personal look at powerful TCS tales that have an impact on everyone’s lives.


2. The New Tagline of TCS

TCS Marketing Campaigns | Marketing Strategy of TCS | IIDE

After 15 years, Tata Consultancy Services (TCS) has revamped to appeal to millennials. The company’s new tagline, which replaces “Experience Certainty,” is “Building on Belief.”

‘Building on Belief,’ according to the business’s Chief Marketing Officer (CMO), does not imply that the corporation is abandoning its promise of assurance to its customers. The new tagline, according to Rajashree, is designed to appeal to millennials, not just about where TCS is now, but also about where the company wants to be in the next decade. She stated that it is centered on bringing the voice of the “young TCS” to the forefront.


Digital Presence of TCS

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.

TCS Twitter | Marketing Strategy of TCS | IIDE      TCS Twitter | Marketing Strategy of TCS | IIDE      TCS LinkedIn | Marketing Strategy of TCS | IIDE

  • 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 the 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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TCS has seen excellent revenue growth as demand for its core transformation services develops and through landing transactions worth more than USD 6.8 billion in the fourth quarter of 2020. Tata Consultancy Services (TCS) is the third most valuable IT services brand in the world, behind Accenture and IBM, and holds a slot in the top ten.TCS has dominated not only the Indian industry but also the worldwide market, thanks to its diverse workforce base, cutting-edge technology, and innovative business models. TCS is hoping for even better results in the coming year.

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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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