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Tata Consultancy Services (TCS) Marketing Mix (4Ps) & Marketing Strategy

Published by MBA Skool Team in Services category Last Updated: August 04, 2023Read time:

Here is the marketing strategy of Tata Consultancy Services (TCS) which analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).

Tata Consultancy Services (TCS) Product Strategy:

The product strategy and mix in Tata Consultancy Services (TCS) marketing strategy can be explained as follows:

Tata Consultancy Services or TCS continuously strives to provide the best solutions to its clients from a global perspective. It operates in segments like banking and financial services, consumer packaged goods, energy – oil and gas, government, healthcare, hi tech, manufacturing, media and information services, retail, telecom, travel, transportation and hospitality and utilities and these are termed as ISUs. The products in the marketing mix of TCS are the solutions it provides to enterprises and clients. TCS has a diversified service portfolio focussing on 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 and iON small and medium sized business across the above mentioned verticals.

Image: company website

Tata Consultancy Services (TCS) Price/Pricing Strategy:

Below is the pricing strategy in Tata Consultancy Services (TCS) marketing mix strategy:

Tata Consultancy Services has a diverse offering and hence a variable pricing policy. Through its different pricing models and policies, TCS promises clients - process improvement, cost reduction, revenue enhancement and timely deliverables.

TCS follows success based pricing model in some of its total outsourcing contracts and differential pricing model for its iON services, wherein the prices differ as per different clients. With the help of this, TCS is targeting small towns and all types of customer bases. Since iON is a combination of hardware, software and network, along with the services provided by TCS, there is no addition price to be payed for this technology. Hence, the prcing strategy in the marketing mix of TCS is basically based on the client requirements, projects and the scale of operation.

Read more about Tata Consultancy Services (TCS)

Tata Consultancy Services (TCS) Place & Distribution Strategy:

Following is the distribution strategy in the Tata Consultancy Services (TCS) marketing mix:

Not only India but TCS has conquered global market as well through its diversified employee base, updated technology and business models. TCS operates and has offices in the following regions – India, North America, LATAM, Middle East and Africa, Europe and UK, Australia and New Zealand. It employs people from 120+ nationalities in 55 countries and provides the right mix of talent retention and better growth opportunities. The place strategy in the marketing mix of TCS covers all its presence in India and abroad as well.

TCS has continuously achieved various awards and recognitions in various countries for its services and success - World’s most powerful brand in IT services by Brand Finance, Dun & Bradstreet Corporate Award, ‘Company of the year’ award Top employer institute for TCS UK and Ireland, Make in India awards for excellence in IT Services category, etc to name few.

Tata Consultancy Services (TCS) Promotion & Advertising Strategy:

The promotional and advertising strategy in the Tata Consultancy Services (TCS) marketing mix is as follows:

Through various community initiatives TCS makes its presence felt everywhere. This is the best way to reach out maximum people as they are serving the society and gaining popularity and recognition in return for their good work. The promotional strategy in the marketing mix of TCS is unconventional and not like any other business doing advertising and marketing. TCS has got a well-defined set of programs for each geography. For example in India TCS runs ALP- adult literacy program, BPS employability program, Advanced computer training centre – to promote employability for visually impaired youth, InsighT – for school children, etc. Internationally it has programs like STEM education and technology inclusion, Pro Bono, ENABLE and goIT to name few. TCS also volunteers and organises various marathons worldwide every year. Also, through its Purpose4life program, TCS encourages its employees to contribute towards social wellbeing.

Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of TCS (Tata Consultancy Services).


Through the various employee centric activities, TCS puts all efforts to attract and retain its employees for long term. The people strategy in the marketing mix of TCS basically focuses on training employees to fulfil the needs of the clients. TCS also encourages female employees and avoids gender bias in any form through policies like POSH, which promotes utmost safety to all its employees. In 2016, TCS also set up a new office only for women in Gulf. Various trainings on fire and safety, fire rescue, self-defence, team building, etc are conducted routinely across all the offices. Also, there are few mandatory web based trainings for the same which has to be completed by the employees.

Physical Evidence:

TCS provides best in house facilities with up to date infrastructure and global environment in all its offices. The complete setup helps the employees to experience the best work environment so that they perform as per the organization’s expectations.


Tata Consultancy Services have strong processes in place for ease of business. Through the various initiatives, TCS strongly focus on the fact that employees are pillars of an organisation. These activities and recognitions motivate the employees to give their best throughout their tenure in TCS which in turn adds up to its growth. Also, TCS maintains strong bond with customers by providing and customising solutions as per their requirement which in turn helps in a good customer relationship and global recognition of the organisation. Hence, the marketing mix of TCS (Tata Consultancy Services) is covered above.

About Tata Consultancy Services (TCS):

Tata Consultancy Services Ltd. is a Fortune 500 company and is the largest IT services and IT consulting firm in the country. TCS is headquartered in Mumbai, and was established in 1968 by Mr. J.R.D. Tata and Mr. F.C. Kohli. Recently, Mr Rajesh Gopinathan was appointed the new MD and CEO of the company.

TCS is operational in 55 countries and is employing 300,000+ people around the globe. It address the global business challenges effectively through its Global Network Delivery and Innovation models and solutions and is making a huge impact all over the world through its tremendous growth and work culture.

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Browse marketing strategy and 4Ps analysis of more brands similar to Tata Consultancy Services (TCS). The Marketing Mix & Strategy section covers 4Ps and 7Ps of more than 800 brands in 2 categories.

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The names and other brand information used in the Marketing Mix & Strategy section are properties of their respective companies. The companies are not associated with MBA Skool in any way.

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