Wipro Marketing Strategy
If I Was the Chief Marketing Officer of Wipro Technologies
By: Samir Faruqui (PGPM-FT 14366)
Great Lakes Institute of Management, Chennai.
If I Was the Chief Marketing Officer of Wipro Technologies
By: Samir Faruqui (PGPM-FT 14366)
Great Lakes Institute of Management, Chennai.
Introduction
Wipro Technologies is a global information technology, consulting and outsourcing company with 145,000 employees serving around 970 customers in 54 countries. I joined Wipro Technologies as a fresh Engineering Graduate in 2006. I have had excellent experiences working in Wipro so far. In the next 7-8 years I am determined to gain the experience and skills required to lead the Marketing function of Wipro Technologies. I have chosen to analyze Wipro as by doing so I will get the opportunity to start thinking like the Chief Marketing Officer of Wipro.
This paper will highlight Wipro’s Marketing efforts in the past, the current competition/challenges and recommended strategies to overcome the challenges.
Past Maketing Strategies – Focus on Branding and New Customer Acquisition
As per the brand tracking survey conducted in 2006 Wipro’s awareness level among the survey population of key non-clients was 35%, whereas the leading Indian competitor, Infosys, had an awareness level of 50%. International competitors such as IBM and Accenture were way ahead with near perfect awareness levels. It was certain that if Wipro wanted to be recognized among the Top 5 global IT companies, Wipro needed to scale up its branding efforts and achieve a distinctive positioning.
Highlights of Wipro’s Brand Campaign * Branding efforts were focused on grabbing the attention of CXO’s or in other words the organizational decision makers. Since a CXO’s job required considerable travel, airport lounges, cabs and hotels became the primary channels for the campaign. * Wipro organized global academic and industry events to improve visibility
By: Samir Faruqui (PGPM-FT 14366)
Great Lakes Institute of Management, Chennai.
If I Was the Chief Marketing Officer of Wipro Technologies
By: Samir Faruqui (PGPM-FT 14366)
Great Lakes Institute of Management, Chennai.
Introduction
Wipro Technologies is a global information technology, consulting and outsourcing company with 145,000 employees serving around 970 customers in 54 countries. I joined Wipro Technologies as a fresh Engineering Graduate in 2006. I have had excellent experiences working in Wipro so far. In the next 7-8 years I am determined to gain the experience and skills required to lead the Marketing function of Wipro Technologies. I have chosen to analyze Wipro as by doing so I will get the opportunity to start thinking like the Chief Marketing Officer of Wipro.
This paper will highlight Wipro’s Marketing efforts in the past, the current competition/challenges and recommended strategies to overcome the challenges.
Past Maketing Strategies – Focus on Branding and New Customer Acquisition
As per the brand tracking survey conducted in 2006 Wipro’s awareness level among the survey population of key non-clients was 35%, whereas the leading Indian competitor, Infosys, had an awareness level of 50%. International competitors such as IBM and Accenture were way ahead with near perfect awareness levels. It was certain that if Wipro wanted to be recognized among the Top 5 global IT companies, Wipro needed to scale up its branding efforts and achieve a distinctive positioning.
Highlights of Wipro’s Brand Campaign * Branding efforts were focused on grabbing the attention of CXO’s or in other words the organizational decision makers. Since a CXO’s job required considerable travel, airport lounges, cabs and hotels became the primary channels for the campaign. * Wipro organized global academic and industry events to improve visibility
References: 1. http://www.wipro.com/documents/insights/insead_building_a_global_b2b_brand.pdf 2. http://www.wipro.com/about-wipro/ 3. http://www.wipro.com/investors/ 4. http://www.tcs.com/investors/Pages/default.aspx 5. http://www.infosys.com/investors/pages/index.aspx 6. http://articles.economictimes.indiatimes.com/2013-05-06/news/39065265_1_hcl-technologies-revenue-growth-tata-consultancy-services