mitb presentation
TRANSCRIPT
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Marketing Strategies of Top
Indian IT Companies
Harshkumar Bhagat 9107
Nikhil Hedau 9116
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Contents
Introduction
History
Marketing Strategies Advertisements
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Introduction
Wipro Limited is a $5 billion Indian conglomerate. According to the
2008-09 revenue, Wipro is the second largest IT Company of India.
Wipro Ltd has interests varying from information technology,
consumer care, lighting, engineering and healthcare business.
Type - Public
Founded - 1945
Founders - M.H.Premji
Headquarters - Bangalore, Karnataka India
Key people - Azim Premji, Chairmain
Girish Paranjpye, joint CEO
Suresh Vaswani, joint CEO
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History
Wipro(Western India Palm Refined Oils) started as a vegetable oiltrading company in 1947 in Maharashtra founded by Azim Premjisfather.
Azim Premji succeeded his father and repositioned Wipro into aconsumer goods company that produced hydrogenated cookingoils/fat company, laundry soap, wax and tin containers and later setup Wipro Fluid Power to manufacture hydraulic and pneumaticcylinders in 1975.
In 1975 when IBM was asked to leave India, Wipro entered into theinformation technology sector
In 1979, Wipro began developing its own computers and in 1981,started selling the finished product
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Marketing Strategies
COMPETATIVE STRATEGIES
Technological excellence.
Innovative solutions
Operational excellence Global footprints
COST LEADERSHIP
FOCUS
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Marketing Strategies Cont.
Wipro focuses largely on PULL marketing initiatives, targeting
prospective clients while they are searching for relevant IT
information. Mostly this means web based marketing with four key
components:-
Search enginepromotion
Thoughtleadershipcontent onleading IT
portals anddirectories
Web seminarsand events
Website content
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Marketing Strategies Cont. Planning aggressively to develop the R&D services by focussing on
high growth markets, dedicated sales team for Europe and Asia
Focused on New Client Acquisition in Europe & Asia
Wipros own website is the fulcrum of the entire lead-generation
program Consciously focused on increasing the revenue contribution from
higher-end service lines
Special offers and more than 400 case studies to get visitors to
demonstrate and register their special interests
Comprehensive Web monitoring
Wipro uses permission marketing to strengthen relationships and
move prospects along the sales cycle
Marketing team relies on the prospect database to create carefully
targeted lists based on incoming traffic, client profiles, and ongoingweb activity
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Advertisements
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Introduction
Infosys is an information technology services company headquartered inBangalore, India. Infosys is one of the largest IT companies in India with114,822 employees (including subsidiaries) as of 2010. It has offices in 33countries and development centres in India, China, Australia, UK, Canada andJapan.
Type - Public Founded - 2 July 1981
Founders - N R Narayana Murthy, Nandan Nilekani,
N. S. Raghavan, Kris Gopalakrishnan, S. D.
Shibulal, K Dinesh, Ashok Arora
Headquarters - Bangalore, Karnataka India Key people - N R Narayana Murthy, Chairman
Kris Gopalakrishnan, CEO & MD
S. D. Shibulal, COO & Director
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History
1981 Establishment in India.
1987 First international office in US
1993 Successfully completed IPO in India
1995 Set up development centers across cities inIndia
1996 Infosys foundation setup for CSR
1996 e-Business initiative started
1997 Assessed at CMM level 4
1999 $100 Million in annual revenue
1999 Listed on NASDAQ
1999 Assessed at CMM level 5
2000 Opened offices in UK, US, France, Hongkong
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History Cont.
2000 Combined e-Business with rest of organization
2001 Rated Best Employer of India in a study by Business
Today-Hewitt Associates
2002 Touched half a billion US dollars in annual revenue
2003 Establishes subsidiaries Infosys China and InfosysAustralia
2004 Crossed US $1 Billion in annual revenue
2004 Launches Infosys Consulting Inc
2005 Largest international equity offering of US $ 1 billionfrom India
2006 60,000+ Employees. Revenues crosses $ 2 billion.Celebrates 25 years
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Marketing Strategies
Global Delivery Model
Most important strategic initiative to accelerate schedule high
time and cost predictability
Introduced in 1980s
Emerged as a significant disruptive force in industry
Led to rise of offshore global outsourcing
Offshore outsourcing is the core of GDM
It refers to philosophy of breaking work into logical components
and assigning it geo-locationally, so as to create maximum value
Cost reduction is the most important gain of GDM
Allows one to invest more time and cost in design phase or in
pilot projects
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Marketing Strategies Cont.
Strategy Pre-1992 Era
Onsite focus
Few Large Customers
Indirect Sales Strategy post 1992 till 1999
IPO and Nasdaq
Global benchmarking
Global delivery model
Employee retention
Investment in sales and marketing
Becoming a company of choice for investors, customers
and employees
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Marketing Strategies Cont.
Strategy since 1999
Scalable business
Value added services
Business solution services End-to-end capabilities
Consulting
IT services
Business Process management
Modular Global Sourcing
Large development centers (India, China)
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Advertisements
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Introduction
Tata Consultancy Services (TCS) is a Software services consulting
company headquartered in Mumbai, India. TCS is the largest
provider of information technology and business process
outsourcing services in Asia. TCS has offices in 42 countries with
more than 142 branches across the globe.
Type - Public
Founded - 1968
Founders - Jamshed ji Tata, F.C. Kohli
Headquarters - Mumbai, Maharashtra, India
Key people - Ratan Tata, Chairman
S Ramadorai, Vice Chairman
N Chandrasekaran,CEO & MD
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History
1968 TCS was set up in 1968. Its first job was to manage
punch card operations at Tisco
1975 develops and sells the TeleCenter System, the world's
leading workforce management software system for
call centers. Installed in over 800 call centers in 32countries
1981 R&D Tata Research Development and Design
Center TCS established the first software research
center in India, the Tata Research Development
and Design Center, in Pune, India
1986 TCS Mortgage Banking a full service company that
offers all types of financing for home loans
multifamily and commercial projects
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History Cont.
2001 TCS has emerged as Asia's largest software company
to branch out into bioinformatics
2004 The TCS Division of Tata Sons Limited (TSL) was
transferred to Tata Consultancy Services Ltd for
consideration of Rs. 2300 Crores.
2005 TCS and three Chinese companies and Microsoft
signed a cooperation letter of intent. They will
jointly establish a software outsourcing company.
2007 TCS announces historic Joint Venture in China TataConsultancy Services (TCS)
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Marketing Strategies
TCS GNDM is at the heart of TCS global strategy.
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Marketing Strategies Cont.
Market Penetration Strategy
Current Markets: USA and Europe
Current Products: ADM, BPO, KPO, consultancy services (in BFSI,
manufacturing and retail) and software products (financial products).
As most large clients in US and Europe are cutting costs, TCS needs tobe more aggressive on cost and quality front.
Market Development Strategy
New/Emerging Markets: India, Middle-east and Australia
Current Product: ADM, BPO, KPO, consultancy services (in BFSI,
manufacturing and retail) and software products (financial products).
Since these are fast developing IT market, TCS needs a paradigm shift
in focus from US and EU markets to these markets.
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Marketing Strategies Cont.
Product Development Strategy
Current Market: USA and Europe
New Product: Consultancy and package implementation
services in relatively growing sectors esp. life sciences &
healthcare, aviation sector, and KPO services.
Concentrate on building expertise in these domains by strategic
acquisitions.
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Marketing Strategies Cont.
Low cost Global delivery 24X7 model.
Focus on customer relationship management, customer retention (for repeat
business revenue which is 95.6%).
Timely delivery with the help of proven delivery & quality framework iQMS.
Differentiation in low end services in terms of cost, resources.
Differentiation in high end services such as consulting in term of niche offerings,expertise.
Due to its strong knowledge management system and resource strength, TCS has
been successful in getting the cost leadership in the industry.
Since last decade, TCS has been following a more focused strategy where they are
going as per local needs of customer and their nature of business. E.g. Middle East,
Australia. They are being more focused region wise and customer wise rather than
being generic.
Focus on the Centers of Excellence (CoE) to strengthen capability so as to build
state-of-the-art solutions in specific technologies such as service-oriented
architecture, testing, and virtualization. These high-end skills and scale will help
TCS to tackle larger projects aimed at transforming clients IT applications andinfrastructures.
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Advertisements
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