360° Marketing Strategy of Transport Corporation of India – Detailed Explanation

Updated on: Jun 28, 2022
Marketing Strategy of Transport Corporation of India - 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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Previously, we looked at the SWOT Analysis of Transport Corporation of India. This time we will completely explore the marketing strategy of Transport Corporation of India. TCI is the Transport Corporation of India and has been India’s leading integrated multi-modal logistics service provider for nearly 6 decades.

Being a “Leader in logistics”, TCI has continuously strived for better-existing processes and productivity for over 60 years by expanding business to both Indian and International markets.

As the world is moving towards Digital, every business needs its presence in an online medium. Hence Digital marketing plays a vital role in all businesses. If you are interested in learning a new era skill, check out IIDE’s Free Digital Marketing Master class by IIDE founder CEO Karan Shah.

Let’s begin our marketing strategy of Transport Corporation of India. Before that let us give you a quick overview of the company.

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ABOUT Transport Corporation of India:

One of India’s leading integrated multimodal logistics and supply chain solutions providers – the founder of the Transport Corporation of India is Mr Prabhu Dayal Agarwal. The company was founded in 1958. The headquarters of the company is in Gurugram, Haryana, India.

It has 1400+ offices all over India with 6000+ employees. The whole corporation is composed of 8th  divisions, namely: TCI Freight, TCI Express (formerly TCI XPS), TCI Supply Chain Solution, TCI Global, TCI Seaways, and TCI Foundation.

Transport Corporation of India freight provides the basic transportation facility like full truckload, less than truckload, small consignment, and over-dimensional cargo all over India. Apart from roads, the division also provides rail transportation using bulk rakes, containers, and wagons. TCI also provides courier services and e-commerce delivery services in India and internationally.

TCI business is global and trades across all major Southeast Asian countries. The company has been working in the areas of health, education, women’s development, disability and disaster relief assistance.


Quick Stats on Transport Corporation of India
CEO Mr D.P. Agarwal
CFO Ashish Tiwari
Area Served Worldwide
Industry Logistics and supply chain management
Market Share/ Revenue Rs 843 Crores
Vision Transport Corporation of India group aims to be a customer-oriented, multi-technology, the multi-specialist transport system in both the Indian and International markets, with a proven commitment to excellence in every facet of activity and continue value-based policies to satisfy the aspirations of society, customers, vendors, employees, shareholders and the transport industry.
Tagline Moving Together, Growing Together



Segmentation, Targeting and Positioning

Market segmentation is the process through which TCI Developers Ltd decides to segment the overall market into smaller segments and groups that have similar attributes, buying behaviour, socio-economic background, etc. This is done to reach out to the group of consumers more efficiently and effectively. 

TCI has segmented its market into 5 divisions i.e Freight (provides vanilla road and rail transportation services), XPS (focuses on cargo deliveries of B2B segment), SCS (manages complete logistics value chain of auto and FMCG), Seaways (operates along the east coast)  and others (6MW windmill and global division to handle international deliveries). Geographic segmentation is highly efficient for TCI Developers Ltd in the international markets because the prospective customers have different cultures, preferences, and administrative systems

Market and customer research did identify the needs of the customers. Based on that result, products were designed to satisfy customers’ needs in high value which TCI can deliver. TCI Developers Ltd needs to decide whether the segment it is planning to target can be financially lucrative.

As the brand of cross TCI is well respected in the market, the pricing can be a slight premium price with respect to its high brand awareness and innovative products.

Marketing Campaigns

Transport Corporation Of India does not have a great online presence even though they haven’t conducted any kind of campaign. They don’t conduct any kind of advertisement campaign to promote their construction company. 

Transport Corporation Of India can use the same marketing techniques as its competitors are using. The marketing campaign which they can follow from their competitors is advertising on television, launching an advertisement in newspapers, launching a short corporate film, and other marketing ideas.

Transport Corporation Of India can launch such advertisements and other media campaigns to increase its presence in India and other foreign countries.

Social Media Marketing 

Transport Corporation of India has a strong social presence on Facebook, Instagram, Twitter and YouTube.

Facebook – Having around 311k Followers with 3.7 ratings and 160 + reviews makes its facebook dashboard more transparent. TCI uses Facebook as a medium to connect with customers during celebrations and create awareness of its products.

Twitter: With Twitter followers of 19.5 K with 2361 Tweets, TCI has its official presence on Twitter as well   TCI uses Twitter to showcase the brand initiatives and connects people on celebrations.

YouTube: TCI joined YouTube on April 9, 2015, with more than 25,000 views. TCI, TCI Logistics, TCI HSE, TCI services, TCI news and TCI awards their playlists and shorts spread over its brand and made strong connections among the public and created more awareness.

Instagram: TCI has less presence on Instagram with 1800 followers for 400+ posts. With all reels and videos less than 200 views, TCI needs to create new strategies to build more connections on Instagram.           

Though Transport Corporation of India has made no Influencer marketing, it’s going good in social media marketing.


SEO Strategies

Marketing Strategy of Transport Corporation of India - SEO

As we all know that having below 500 keywords is bad, above 1000 keywords is good, and 10,000+ keywords are amazing. And considering above 20000 organic monthly visits a month is good.  Transport Corporation of India has 965 Keywords and 9006 organic monthly traffic plays a mediocre role in search engines. 

E-commerce strategy

TCI Express is a specialist and expert in the express distribution of goods in India. It is well equipped to offer time-definite solutions to 670 out of 675  with its wide spectrum of services that comprises surface, domestic and international air, e-commerce, priority and reverse express services. 

It has unparalleled experience and deep domain expertise to offer customised solutions with over 3,000 pick-up and 13,000 delivery locations. 

Transport Corporation of India has a well-organised, user-friendly Web page from Top to Bottom information about the company makes its online presence more stable. In the next five years.TCI Express market is expected to grow at a CAGR of 14.59 per cent.


Mobile App

Transport Corporation of India has a TCI Customer App with more than 5000 installs. It is an easy-to-use application with all solutions in one place. TCI Customer App has more bad reviews rather than Good reviews. Needs to improve customer service in the App.


Content Marketing Strategies 

Transport Corporation of India has a well-written blog page with information on logistics, digitalisation of logistics, logistics trends, innovation, efficiency and many more. Most of their content revolves around logistics to showcase their business.               

Press releases mainly focus on Financial Results for each quarter. Their main channel of communication is the News medium available on their webpage to know the latest updates of the company.


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

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What’s Unique in TCI Marketing?

From “One Man, One Truck, One Office” company in 958 to India’s leading Logistics & Supply Chain Solutions Provider with a Global presence. Today, TCI moves 2.5% of India’s GDP by value and is the proclaimed market leader of the Indian Logistics Industry.                           

Transport Corporation of India has beaten its competition and the biggest reason for that is its amazing marketing efforts and customer understandability. Marketing is one of the main pillars of any business, and currently, this pillar is going through rapid change.

Almost every other firm, like Transport Corporation of India, is striving to boost its digital presence and, as a result, is looking for digital marketers. Check our Online Digital Marketing Course if you want to learn more and improve your skills. Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of Transport Corporation of India has given you a good insight into the company’s marketing strategies.

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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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