Marketing Strategy of Infosys By: Group 2 ASHA NACHI (08PG222) HARRIS JAMIL (08PG163) GAYATRI SHARMA (08PG019) ANAND MULAY (08PG081) ANWESHA MAZUMDER (08PG290) DEVIKA DAS (08PG224) The Idea The idea was born on a January 1981 morning On 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 Nilekani N S Raghavan S Gopalakrishnan S D Shibulal K Dinesh Ashok Arora Vision and Mission Infosys' Vision: "To be a globally respected corporation that provides best-of-breed business solutions, leveraging technology, delivered by best-in-class people." Infosys' Mission Statement : "To achieve our objectives in an environment of fairness, honesty, and courtesy towards our clients, employees, vendors and society at large." Value System – C-LIFE Customer Delight: A commitment to surpassing customer expectations. Leadership by Example: A commitment to set standards in business and transactions and be an exemplar for the industry and teams. Integrity and Transparency: A commitment to be ethical, sincere and 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, to constantly improve themselves, their teams, their services and products so as to become the best. 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 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 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 Infosys Australia 2004: Crossed US $1 Billion in annual revenue 2004: Launches Infosys Consulting Inc 2005: Largest international equity offering of US $ 1 billion from India 2006: 60,000+ Employees. Revenues crosses $ 2 billion. Celebrates 25 years Infosys: through the years The Spread Eastern Europe Czech Republic Center Mainland EUROPE Multi-lingual BPO CHINA CANADA U.K. 7 Offices Capability Technology 1 Development Center 1 Development Center 100 Seats - Executive Development Center 1 Office Committee Planning on 250 Seats Capacity – expansion Plans to expand to a Europe 2000 seat capacity North America across multiple cities INDIA in China 3000+ 6,000+ 9 Development Centers 2 Offices UAE 1 Office JAPAN USA 1 Office MAURITIUS 3 Development Centers India & Technology Asia Pacific 9 Offices Development Center Mauritius and BCP/DR Site 1100+ 35,000+ 1500 capacity for DR. Close to 100 employees currently AUSTRALIA Plans for 1000 more 1 Development Center Key Strategic Investments employees 1 Offices Services Application Development and maintenance Corporate performance management Enterprise quality services Infrastructure services Packaged application services Product engineering Systems Integration Industries that they serve Aerospace & defense Insurance Automotive Life Sciences Banking Media & Communication Entertainment Consumer goods Resources Manufacturing Retail Energy Transportation Healthcare Utilities Hospitality High technology Total Outsourcing Solutions Strategy & IT Consulting T O T Integrated Systems Integration A Roadmap L Business Enterprise Application Integration Process O Reengineering e-Business Package Evaluation & Implementation U T CRM SCM ERP E-Procurement S O Enterprise U Architecture Custom Application Development R m-Business Definition C Design Develop Test Deploy I N G Business Process Management Progeon Ltd. – An Infosys subsidiary S O Industry Specific Processes Cross-industry Processes L U T IT Outsourcing I O Re-engineering and Maintenance N FINACLE The Only Product Modules Features Universal banking solution from Infosys Empowers banks to transform their business Architected out of years of experience with global banks and offers several powerful and differentiating features One of the most comprehensive, flexible and scalable solutions in its class Architecture Finacle Advantage Business Agility CRM and Alert Enabled Global Deployment Capability Multiple currency, time zones and languages Proven solution minimized risk 100% success Rapid, smooth successful deployments Integrated multi-channel framework Banks can offer their solutions through multiple channels High scalability Most Scalable solutions Allows banks to grow seamlessly Global Delivery Model The Corner Stone of strategy 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 GDM…contd… 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 you to invest more time and cost in design phase or in pilot projects 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 continuous improvements, which keep improving all the key parameters. Features of GDM Intelligent Project breakdown Leverage extended workday Best of Breed Talent Leverage cost efficiencies Process Domain Project Technologists Specialists Experts Managers Scalability Superior Program Management Skills Global Deployment and Support Global Infrastructure and Communication Links Skill Accessibility and Predictability Reduced time to market Ownership Costs Eras of Strategy 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 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) Change in Environment Outsourcing and Our Focus Areas offshoring to India has Client Relationships become mainstream End-to-end Services Great quality, great people Trusted Brand and great value for money Global footprint Operational Increasing price Effectiveness pressures Best-in-class people Clients seeking cost World-class reduction Infrastructure Short-term measures by competitors Robust financial management Factors of Success Delivering local business value Customizing services and solutions to suit client needs Understanding client-specific needs and value proposition Example: Creation of specific services around regulatory compliance Building the brand Aggressive marketing and branding strategy Coherent campaigns using multiple channels, including events, PR activities and direct marketing Creating positive perceptions with clients, industry associations, media and policy makers Well-recognized brand Coherent Market Strategy Range of investment in infrastructure, HR, technology and networking Increase in client penetration rate Helped in attracting best talent Investing in Expertise Business innovation in GDM coupled with technology and industry expertise in various fields Disruptive model has enabled Infosys to offer distinctly superior services Facilitated acquiring new clients Partnerships Industry & Academia Publication s Comparative Analysis of Infosys, TCS and WIPRO TATA Consultancy Services TCS is the grandfather Unlisted till 2004, cared little about publicity and concentrated on customers Grabbed customers and created relationships Not fussy about any work (will do anything) Big in size and low on prices Now it has become choosy and fussy Stable and trustworthy Great expertise, lot to offer and low price. Focus on TATA Brand Focus on serving country – still in public sector Shift in focus from Software Development to Consulting WIPRO Originally into hardware and then into software From 1999, PR, analyst relations and website 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 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 in customers Partnerships with educational institutes like Wharton Focus more on PR and communication for visibility The Future Global Sourcing Global sourcing strategy is aligned with business strategy Enhancing operational efficiency and delivering value added services Structuring processes and services into modules thus leading to enhanced flexibility and productivity Enterprise Solutions Aggressive focus on ERP solutions like SAP and Oracle Planning to increase focus on Service Oriented Architecture (SOA) This is expected to bolster its business in enterprise solutions market Moving beyond application development Offers range of services already Plans to move beyond application development, including BPO, infrastructure maintenance, software service etc Strong foothold in infrastructure and F&A segments Strategies for future Focus on emerging business trends and pervasive technologies Leverage existing client base to increase demand Promote US-India success when pursuing new clients Strengthen presence in North America and EU while gaining foothold in China Broaden strategic alliances with best-in-class providers with complementary skill sets Expand into high-end consulting References www.infosys.com Infosys – Story so far, Kris Gopalakrishnan, COO, Infosys Infosys Technologies, An Overview – Dravisgroup Infosys, Success story of Leading Indian IT company – K Dinesh, Board member, Infosys The story of India’s 3 IT biggies – www.rediff.com Thank You…!!!
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