BATCAP ®

®
Consulting Group

Infosys
The challenge of global branding

Devocelle, Genchev, Machado, Soga,

12/08/2021
Supe,Wagner
 Outline
 Overview
 Industry
 SWOT
 Challenges
 Solutions
 Recommendations

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 1
COMPANY OVERVIEW

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 Product and Services

 Consulting and IT

 Product Engineering

 Application Product

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 Situation
December 2003 Aditi Mishra was appointed as a head
of brand and communications for Infosys and asked
to recommend the next phase of the marketing plan.

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 4 Future corporate strategies:
 Compete globally

 Maintain status quo

 Expand leadership on
domestic market

 Provide vertical industry

solutions
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INDUSTRY OVERVIEW

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 IT INDUSTRY
HARDWARE

PERIPHERALS & COMPONENTS

TRAINING

IT SERVICES, SOFTWARE, EXPORTS (60% of the overall Indian market)

 86% of global market is EU and USA

 Development and maintenance of applications
 System integration
 R&D
 Business Process Outsourcing
 Business Process Outsourcing (BPO)
GLOBAL DOMESTIC

GLOBAL COMPANIES DOMINANCE CRUCIAL SEGMENT

 11% of increase and forecasted growth  High-end services

 Maturity trend  54% of growth in 2003/04
 Maturation and consolidation
 Change in perception of outsourcing  Multi-vendor and built-operator-
 Criteria change over Cost: transfer contracts
 References
 Reputation  Lower risk, Scalability, Pricing
 Skills
 Expertise  40% to 50% Savings
 Relationships

RECOGNIZE AND FOCUS ON ITS COMPETENCIES IN THE OUTSOURCING MARKETS AND

SUCCESSFULLY CAPITALIZE ON CHANGING TRENDS
 Domestic IT industry
 Key vertical markets
- i.e. Bank, Retail

 Domestic competitors
- Wipro, TCS, Satyam

 Currency advantage

 Value proposition based on low-cost, high-quality, scalability

- Edge over Ireland, Philippines, China and Latin American countries
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SWOT ANALYSIS
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 SWOT Analysis
Strength Weakness
 predictable and excellent results
 customer loyalty  lack of brand awareness
 value/price  low marketing budget
 transparent projects  no new customers
 leader of IT in India

Opportunities Threats

 Differentiation (consulting)  well-established global competition

 focus on key vertical market  lack of human resources

 Indian market growth (316% in six years)  Wipro

 advantage in currency (convert USD to IR)  high costs of differentiation

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 4
CHALLENGES
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SOLUTIONS
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Operating challenge
Expanding into high-end consulting
 Initially unprofitable
 High level of competition
 Interdependence between consulting and
operations
$1 $3 off-shore development
 High-end consulting vs. low-cost
Global Delivery Model
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 Solution
 Target 3rd spot in request for proposal
 Customer loyalty (85% of portfolio)
 Use Infosys’ value to expand customer base
 Rapid market growth
expectations

 Increase domestic
awareness
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Branding Challenges
 Low marketing budget

 Low global brand

awareness

 Foreign “giants” on Indian market

 Brand image based on developing solutions for

vertical markets
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 Solution
New Brand Image:
 Reputation for Excellency

 Vertical markets expansion

 Unique credibility in GDM

“Improve your odds with Infosys

predictability”
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Resource challenges
 “Brain Drain”

 Compete on salaries &

packages

 Embed Infosys values into

new employees

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 Solution
• Increase financial compensation

• Increase funding for campus connect

program (seminars, trading programs)

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 Solution Strategy Issue
Creating a product out of a service

 Expertise and flexibility to respond to rapid

change and needs
▫ increasing costs
▫ not available in India (no flexibility, lack of
market sophistication)

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CONCLUSIONS AND
RECOMMENDATIONS
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