MITB Presentation

8/8/2019 MITB Presentation

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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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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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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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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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TCS GNDM is at the heart of TCS global strategy.


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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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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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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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