marketing strategy of infosys
TRANSCRIPT
-
8/14/2019 Marketing Strategy of Infosys
1/46
Marketing Strategy of Infosys
By:
Group 2ASHA NACHI (08PG222)HARRIS JAMIL (08PG163)
GAYATRI SHARMA (08PG019)ANAND MULAY (08PG081)ANWESHA MAZUMDER (08PG290)
DEVIKA DAS (08PG224)
-
8/14/2019 Marketing Strategy of Infosys
2/46
The Idea
The idea was born on a January 1981 morningOn July 2, 1981, Infosys Consultants Pvt. Ltd. The starting capital was $250 which was
borrowed from Mrs. Murthy The 6 people who were with Murthy are:Nandan NilekaniN S RaghavanS Gopalakrishnan
S D ShibulalK DineshAshok Arora
-
8/14/2019 Marketing Strategy of Infosys
3/46
-
8/14/2019 Marketing Strategy of Infosys
4/46
Vision and Mission
Infosys' Vision:
"To be a globally respected corporation thatprovides best-of-breed business solutions,
leveraging technology, delivered by best-in-classpeople."
Infosys' Mission Statement :
"To achieve our objectives in an environment offairness, honesty, and courtesy towards ourclients, employees, vendors and society atlarge."
-
8/14/2019 Marketing Strategy of Infosys
5/46
Value System C-LIFE
Customer Delight: A commitment to surpassing customerexpectations.
Leadership by Example: A commitment to set standards inbusiness and transactions and be an exemplar for the industry and
teams.
Integrity and Transparency: A commitment to be ethical, sincereand open in all dealings.
Fairness: A commitment to be objective and transaction-oriented,
thereby earning trust and respect.
Pursuit of Excellence: A commitment to strive relentlessly, toconstantly improve themselves, their teams, their services andproducts so as to become the best.
-
8/14/2019 Marketing Strategy of Infosys
6/46
Became public limited company in 1992
Corporate HQ: Bangalore, India
US HQ: Fremont, CA
Listed on NASDAQ in 1999
Employee Strength: 66150
Crossed $ 2 bn in revenues in 2006
-
8/14/2019 Marketing Strategy of Infosys
7/46
Timeline
1981: Establishment in India. 1987: First international office in US 1993: Successfully completed IPO in India 1995: Set up development centers across cities in India
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
-
8/14/2019 Marketing Strategy of Infosys
8/46
Timeline continued
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 $ 1billion from India
2006: 60,000+ Employees. Revenues crosses $ 2 billion.Celebrates 25 years
-
8/14/2019 Marketing Strategy of Infosys
9/46
Infosys: through the years
-
8/14/2019 Marketing Strategy of Infosys
10/46
India &
Mauritius35,000+
Asia Pacific
1100+
Europe
3000+North America
6,000+
INDIA
9 Development Centers
2 Offices
AUSTRALIA
1 Development Center
1 Offices
JAPAN
1 Office
U.K.
1 Development Center
1 Office
Mainland EUROPE
7 Offices
USA
3 Development Centers
9 Offices
CANADA
1 Development Center
UAE
1 Office
CHINA
TechnologyDevelopment Center
250 Seats CapacityPlans to expand to a2000 seat capacityacross multiple citiesin China
Eastern Europe
Czech Republic Center
Multi-lingual BPOCapability
100 Seats - ExecutiveCommittee Planning onexpansion
MAURITIUS
Technology
Development Centerand BCP/DR Site
1500 capacity for DR.
Close to 100employees currently
Plans for 1000 moreemployeesKey Strategic Investments
The Spread
-
8/14/2019 Marketing Strategy of Infosys
11/46
Services
Application Development andmaintenance
Corporate performance management
Enterprise quality services Infrastructure services
Packaged application services
Product engineering
Systems Integration
-
8/14/2019 Marketing Strategy of Infosys
12/46
Industries that they serve
Aerospace & defense
Automotive
Banking
CommunicationConsumer goods
Manufacturing
EnergyHealthcare
Hospitality
Insurance
Life Sciences
Media &
EntertainmentResources
Retail
Transportation
Utilities
High technology
-
8/14/2019 Marketing Strategy of Infosys
13/46
Total Outsourcing Solutions
Enterprise Application Integration
Strategy & IT Consulting
Systems Integration
IT Outsourcing
Re-engineering and Maintenance
EnterpriseArchitecture
Definition
BusinessProcess
Reengineeringe-Business
IntegratedRoadmap
m-Business
Package Evaluation & Implementation
Custom Application Development
CRM SCM ERP E-Procurement
Design Develop Test Deploy
Industry Specific Processes Cross-industry Processes
TOTAL
OUT
SOURCING
SOLUTION
Business Process Management
Progeon Ltd. An Infosys subsidiary
-
8/14/2019 Marketing Strategy of Infosys
14/46
FINACLEThe Only Product
-
8/14/2019 Marketing Strategy of Infosys
15/46
Modules
-
8/14/2019 Marketing Strategy of Infosys
16/46
Features
Universal banking solution from Infosys
Empowers banks to transform theirbusiness
Architected out of years of experience withglobal banks and offers several powerfuland differentiating features
One of the most comprehensive, flexibleand scalable solutions in its class
-
8/14/2019 Marketing Strategy of Infosys
17/46
Architecture
-
8/14/2019 Marketing Strategy of Infosys
18/46
-
8/14/2019 Marketing Strategy of Infosys
19/46
Global Delivery ModelThe Corner Stone of strategy
-
8/14/2019 Marketing Strategy of Infosys
20/46
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 industryLed to rise of offshore global outsourcing
Offshore outsourcing is the core of GDM
-
8/14/2019 Marketing Strategy of Infosys
21/46
GDMcontd
It refers to philosophy of breaking workinto logical components and assigning itgeo-locationally so as to create maximum
value
Cost reduction is the most important gainof GDM
Allows you to invest more time and cost indesign phase or in pilot projects
-
8/14/2019 Marketing Strategy of Infosys
22/46
Advantages of GDM to clients
Assurance of the best product quality,which cuts down costs of fixing defects,maintenance and hence, the TCO
Advantages coming out of the continuousimprovements, which keep improving allthe key parameters.
-
8/14/2019 Marketing Strategy of Infosys
23/46
-
8/14/2019 Marketing Strategy of Infosys
24/46
Features of GDM
IntelligentProject breakdown
Leverageextended workday
Leverage
cost efficiencies
Scalability
GlobalDeployment and Support
Skill Accessibilityand Predictability
Reduced time to marketOwnership Costs
Best of Breed Talent
TechnologistsProcess
SpecialistsDomainExperts
ProjectManagers
Superior Program Management Skills
Global Infrastructure and Communication Links
-
8/14/2019 Marketing Strategy of Infosys
25/46
Eras of Strategy
-
8/14/2019 Marketing Strategy of Infosys
26/46
Strategy Pre-1992 Era
Onsite focus
Few Large Customers
Indirect Sales
-
8/14/2019 Marketing Strategy of Infosys
27/46
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
-
8/14/2019 Marketing Strategy of Infosys
28/46
Strategy since 1999
Scalable business
Value added services
Business solution services
End-to-end capabilitiesConsulting
IT services
Business Process managementModular Global Sourcing
Large development centers (India, China)
-
8/14/2019 Marketing Strategy of Infosys
29/46
Change in Environment
Outsourcing andoffshoring to India hasbecome mainstream
Great quality, great people
and great value for money
Increasing pricepressures
Clients seeking costreduction
Short-term measures bycompetitors
Our Focus AreasClient Relationships
End-to-end Services
Trusted Brand
Global footprint
OperationalEffectiveness
Best-in-class people
World-classInfrastructure
Robust financialmanagement
-
8/14/2019 Marketing Strategy of Infosys
30/46
Factors of Success
-
8/14/2019 Marketing Strategy of Infosys
31/46
Delivering local business value
Customizing services and solutions to suitclient needs
Understanding client-specific needs andvalue proposition
Example: Creation of specific servicesaround regulatory compliance
-
8/14/2019 Marketing Strategy of Infosys
32/46
Building the brand
Aggressive marketing and brandingstrategy
Coherent campaigns using multiple
channels, including events, PR activitiesand direct marketing
Creating positive perceptions with clients,
industry associations, media and policymakers
Well-recognized brand
-
8/14/2019 Marketing Strategy of Infosys
33/46
-
8/14/2019 Marketing Strategy of Infosys
34/46
-
8/14/2019 Marketing Strategy of Infosys
35/46
Partnerships
Industry &
Publication
s
Academia
-
8/14/2019 Marketing Strategy of Infosys
36/46
Comparative Analysis ofInfosys, TCS and WIPRO
-
8/14/2019 Marketing Strategy of Infosys
37/46
-
8/14/2019 Marketing Strategy of Infosys
38/46
WIPRO
Originally into hardware and then intosoftware
From 1999, PR, analyst relations andwebsite became important
Less focus on branding and more on sales
In 2001, the need for brand was realized
Applying Thought
Driven by technological evolution and R&D
-
8/14/2019 Marketing Strategy of Infosys
39/46
Infosys
New kid on the block Mr. Murthy
1991 removed a lot friction and marked a change
Need to be different to compete with MNC
Hiring smart people to sell in EU and US markets
Listing on NASDAQ partially to instill confidence incustomers
Partnerships with educational institutes like Wharton
Focus more on PR and communication for visibility
-
8/14/2019 Marketing Strategy of Infosys
40/46
The Future
-
8/14/2019 Marketing Strategy of Infosys
41/46
Global Sourcing
Global sourcing strategy is aligned withbusiness strategy
Enhancing operational efficiency anddelivering value added services
Structuring processes and services intomodules thus leading to enhanced
flexibility and productivity
-
8/14/2019 Marketing Strategy of Infosys
42/46
Enterprise Solutions
Aggressive focus on ERP solutions likeSAP and Oracle
Planning to increase focus on ServiceOriented Architecture (SOA)
This is expected to bolster its business inenterprise solutions market
-
8/14/2019 Marketing Strategy of Infosys
43/46
Moving beyond applicationdevelopment
Offers range of services already
Plans to move beyond applicationdevelopment, including BPO,infrastructure maintenance, softwareservice etc
Strong foothold in infrastructure and F&A
segments
-
8/14/2019 Marketing Strategy of Infosys
44/46
Strategies for future
Focus on emerging business trends andpervasive technologies
Leverage existing client base to increasedemand
Promote US-India success when pursuing newclients
Strengthen presence in North America and EUwhile gaining foothold in China
Broaden strategic alliances with best-in-classproviders with complementary skill sets Expand into high-end consulting
-
8/14/2019 Marketing Strategy of Infosys
45/46
References
www.infosys.com
Infosys Story so far, Kris Gopalakrishnan,COO, Infosys
Infosys Technologies, An OverviewDravisgroup
Infosys, Success story of Leading Indian ITcompany K Dinesh, Board member, Infosys
The story of Indias 3 IT biggies
www.rediff.com
http://www.infosys.com/http://www.rediff.com/http://www.rediff.com/http://www.infosys.com/ -
8/14/2019 Marketing Strategy of Infosys
46/46
Thank You!!!