Marketing Management-1 Final Project

Under Guidance of

Prof. Priyavrat Sanyal

Section – D

A Report by
Aniruddha Sherkar -2210226 - aniruddha.sherkar22-01@iimv.ac.in,

Ishita Ghutake - 2210244 - ishita.ghutake22-01@iimv.ac.in

Sanjay Kumar-2210268 - sanjay.kumar22-01@iimv.ac.in

Sara Abraham-2210270 - sara.abraham22-01@iimv.ac.in

Shailesh Bhoyar-2210274 - shailesh.bhoyar22-01@iimv.ac.in

Group: 12 Sec D Selected Industry: IT Company: Infosys

Executive Summary

The project aims to provide a detailed insight on Infosys and its marketing strategy. The company was
analyzed using various tools to understand its market strategy. The market positioning is defined using 4
Ps (Place, Product, Price, and Promotion). G-STIC method is utilized to understand the business goals.
SWOT analysis and STP is used to better understand the market it serves.

2
Project Report MM-1
Group: 12 Sec D Selected Industry: IT Company: Infosys

Contents

TITLE PAGES
1. Introduction …...................................................................................................................... 4-6
1.1 Industry Profile
a. Global 4
b. National 4
1.2 Company Profile
a. About the Company 4
b. Products & Services 5
c. Market Positioning 5
d. Major Competitors and Offerings 6
2. Research Methodology…...................................................................................................... 7
3. Analysis ................................................................................................................................ 7-8

a. SWOT Analysis 7
b. STP Analysis 7
c. Brand Analysis 8
d. Porter’s five forces Analysis 9
4. Results and Recommendation ............................................................................................... 9-11
4.1 Results & Discussion / Critique 9
4.2 Recommendations 10
5. Conclusion ............................................................................................................................. 11
5.1 Summary of the Study 11
5.2 Limitations of the Study 11
Appendices 12-14
References ................................................................................................................................ 15-16
Individual Contribution ……………………………………………………………………… 17

3
Project Report MM-1
Group: 12 Sec D Selected Industry: IT Company: Infosys

1. INTRODUCTION
1.1 Industry Profile
a. Global:
Information technology primarily exchanges and processes data(information) in computer systems. It also
encompasses computer networking. The global IT industry is estimated to be worth $5.3 trillion1. Microsoft
is the largest IT company in the world, generating a revenue of $125.8 billion in 2019. It is followed by
IBM (International Business Machine), having over 400,000 employees, and netting a total revenue of
$77.1 billion. IBM was founded in the year 1911 in Endicott, New York. It was one of the early pioneers
of information technology (Refer Exhibit 1A).
Exhibit 1A2

b. National:
Indian IT industry has a long history from TCS founded in 1968, but after LPG major changes happened,
new companies like Infosys and business houses like Mahindra and Wipro also entered the space. The share
of IT industry in GDP grown from 1.2% in 1998 to 7.4% in 2022 (Exhibit 1B) IT industry also helped
new city like Pune, Bangalore, and Hyderabad. As India is a young country, the IT industry has all
opportunities, growth, and monetary benefits for young minds. The shift in dependence of the IT industry
on the international market to the domestic market is helping the country to achieve self-sufficiency (Refer
Exhibit 1C).

1.2 Company Profile

a. About the company:
With more than 228,0009 workers worldwide, Infosys is a NYSE listed multinational consulting and IT
services firm. It has developed into a US$ 11.8 billion10(FY19 sales) business with a roughly US$ 47.711

4
Project Report MM-1
Group: 12 Sec D Selected Industry: IT Company: Infosys

billion market value. Over the course of its more than 37-year history, Infosys has sparked some of the
significant shifts that has made India the go-to country for software services expertise internationally.
Alliances with top technology partners boost Infosys' services and business solutions. Infosys has
broadened markets and geographic reach, streamlined the sales process, improved product, and service
offerings, and collaborated with partners. Delivering business solutions that meet clients' technological and
business issues is a combined effort between Infosys and its alliance partners.
Company Hierarchy:

CEO
Salil Parekh

Board of
Directors

CFO President President Executice Vice Group General

Nilanjay Roy Mohit Joshi Ravi Kumar S. President Group Counsel and Chief
Head, HR Compliance Officer
Development
Inderpreet sawhney
Krishnamurthy Shankar

b. Products & Services:

The foundation of Infosys' business strategy is delivering the best goods and services on the market. To suit
the demands of enterprises working in diverse business environments, it provides a variety of goods and
services.
Its key products and services are:

• Telecom Integrated Digital Services

• Enterprise Software Development
• Infosys Equinox: Human-centric commerce and marketing platform
• Infosys Information Platform (IIP): Open source-based analytics platform
• Edge Verve Systems: Finacle global banking platform
• Panaya Cloud Suite: Automation to service lines via agile SaaS model
• Cloud-based enterprise transformation services
• Engineering Services
• Infosys Consulting

c. Market Positioning
The Market Positioning of Infosys can be defined in terms of the 4 Ps (Place, Product, Price, and
Promotion).

5
Project Report MM-1
Group: 12 Sec D Selected Industry: IT Company: Infosys

Product Helps customer organizations to evolve into live enterprises digitally. Delivers outcomes
Marketing in 5 areas of expertise (Refer Exhibit 1D). Focuses on making customer experience its
competitive advantage by leveraging latest technology12.
Services offered based on contracts on a time-and-material, unit of work, fixed-price or on
Pricing a fixed-timeframe basis. Each contract has a certain number of performance obligations.
Strategy Based on the fulfillment of these obligations, the price is assigned to the transaction. The
strategy is penetrative in nature14.
Place Infosys operates in more than 50 countries and has more than 1178 clients 15. It also has
Strategy many development centers specifically created for training employees in many locations.
Undertook various initiatives like speaker sessions, employee engagement programs and
its training program for employees at Mysore, which is one of its flagship programs. Has
Promotion an online presence in various social media platforms like LinkedIn, Facebook etc. Infosys
Strategy Knowledge Institute (IKI) is a data repository that contains the intellectual capital of
employees, clients, academics, partners created to find innovative solutions to problems
through diagnostic tools and leveraging latest technology16.

Exhibit 1D:

d. Major competitors and offerings27

The major competitors of Infosys in the IT services and consulting domain with their annual net sales are
TCS with 1603cr, Wipro with 595cr, HCL technologies with 406cr, and Tech Mahindra with 347cr.
Infosys ranks second among them with annual sales of 1039cr. Now in the global scenario, their competitors

6
Project Report MM-1
Group: 12 Sec D Selected Industry: IT Company: Infosys

with their net sales (in billions) are Accenture with 36.19, TCS with 16.79, IBM IT services with 10.58,
and Cognizant with 8.74. Infosys ranks third among them, with annual sales of 12.78 billion. IT services
and consulting are the two most prominent offerings in the market, along with a few others that are not as
large. (Refer to point 1.2 b for offerings.)

2) Research Methodology:
• Measurement Objectives: There are different ways of measurement used, like monetary value,
revenue, competitor analysis, number of employees in case of contributor’s value, and brand value
of the products.
• Data Collection Processes: The first source for the data is an annual report by Infosys. It is
preferred over platforms like Statista, Blogs, and informative news articles used for the data
collection process.
• Recommended Survey: As Infosys mainly works in the B2B market, the primary survey was not
possible, so data is collected from the secondary survey.
• Reporting Plan: The report will be presented in two formats, first is a detailed copy of the report
(hard or soft); second, a paper presentation of the report.

3) Analysis:
a) STP: Segmentation-Targeting-Positioning
Segmentation :

Customer segmentation is based on spending. RFM method: It assigns a 3-digit score, the
customers are sorted based on the average spending, frequency, and last purchased date. The
scores are assigned accordingly.

Avg. customers Frequency Last purchased RFM score

spend
2000$ + - - 5-5-5
1000$ - 2000$ >4 times per month 3 days back 4-5-5
>1000$ - - 3-5-5
Targeting :

Financial Services, Retail, Telecom, Manufacturing and Life sciences

Positioning :

Infosys will Include sustainability partnerships in each project undertaken post-2022.

Transitioning from a technology solution company to a business solution company enabling
customers to build future enterprises.

7
Project Report MM-1
Group: 12 Sec D Selected Industry: IT Company: Infosys

b) Brand Analysis

• Brand Equity
Infosys is India's second most valuable brand19. The brand valuation is roughly 102 crore rupees (12.8
million USD), which grew from 8.4 million dollars last year.

• Brand Portfolio
Infosys follows a branded-house strategy for managing its brand, as it is an established brand. In contrast,
TCS uses TATA (parent company) for accreditation, i.e., house of brands strategy.

• Brand Sustainability
Since its origin in 1981, Infosys has been consistently growing. Infosys achieved this with differentiated
digital and cloud capabilities20 to speed up and scale innovation, allowing clients to remain competitive
in changing economic and business environments.

• Brand Awareness
Infosys market globally using digital-first multichannel campaigns21. It reaches young minds with
Infosys ATP #HackWithInfy, a coding competition to provide brand awareness at an early stage.

• Brand Marketing
Infosys spent INR 444 and 553 crores22 last year standalone and consolidated respectively on its brand
awareness and on marketing the brand. Doing so helped the brand become the fastest growing IT Services
brand23 globally.

c) Swot Analysis (Refer Exhibit 3):

Strengths
- Lower employee costs.
US = $68,452/yr (54,65,440.42 INR)
17
INDIA = ₹7,66,081/yr .
- Strategic collaborations with HP,
Microsoft, and Amazon.
- Wide spectrum of services in various
business.
Opportunities
- New business opportunities can be
explored through acquisition.
-
Cloud based solutions and technology
is in huge demand, cloud computing is
projected to grow from 480.04 billion
USD in 2022 to $1,712.44 billion by
2029.18
- Concentrating on emerging markets
could help unlock the next phase of
growth. Emerging markets account for
nearly 33% of the overall IT market.
Weaknesses
- Dependency on foreign market
80% revenue from US & European
market
- High employee attribute rate which
damages brand image.
- Weak emerging market presence.
Threats
- The IT industry has a diverse set of
companies competing for the IT
market; new-age startups are
innovating IT services.
- Foreign market policies and
regulations could pose a threat to visa
processing, affecting onshore projects.
- Since Infosys operates across multiple
geographies, the business is prone to
currency fluctuations.

8
Project Report MM-1
Group: 12 Sec D Selected Industry: IT Company: Infosys

d) Porter’s Five Forces:

4. Result and Recommendation

4.1 Result & Discussion / Critique

• Infosys has created immense brand equity, and its equity has grown by 52% since 2021 and by
almost 80% since 2020.24
• Infosys is the second largest IT service firm in India. Forecasts predict growth of 11.3% per year.
From 2022-2027, the global IT sector is expected to grow at 10.36%.25
• Along with forming partnerships with the most influential corporations in the world, Infosys is
designing and developing the solutions necessary to speed up digital transformation, Infosys also
invests in customer experience.
• They have become Carbon Neutral 30 years before 2050, the deadline outlined in the Paris
Agreement.26
• TCS is Infosys's prime competitor in the national context and globally has competitors like IBM,
Microsoft, HCL, Accenture and many more.

4.2 Recommendations:
Refer the following G-STIC for recommendation:
Executive Summary
Infosys is an Indian IT company; it uses Holistic marketing approach where the customer is involved
in research and development of new products.
Situation Overview
Company Market
India’s second largest IT company Founded in IT market is growing rapidly, all the businesses
1981, company focus on new product development moving from tradition to digital. In India cost of
and Software service and support. labor is increasing and threat of new entrants are
also high.
Goal
Focus Benchmarks
To expand the company in the new region of AI
driven Cars and other AI application services

9
Project Report MM-1
Group: 12 Sec D Selected Industry: IT Company: Infosys

To build an MVP of self-auto driven Car software

and develop it with the collaboration with different
car companies as Tata Motors and Maruti Suzuki
Strategy
Target Market Value Proposition
Customers: Organizations that would like to Company value:
evolve into Live Enterprises, have enhanced cost Inputs Outputs Outcomes
efficiencies and who wish to transform digitally28.
(Refer Exhibit 4A). Financial
Capital 19.7%
Collaborators: 76,782 cr Net Constant Profitable
• Suppliers: Has about 569 MSME partners, assets 38,660 cr Currency growth
25,470 contract staff & 1498 local Cash & revenue Sustained
29
suppliers . Investments3 growth6
• Investors: Creates value for investors Intellectual
through responsible decision making, Capital
sound corporate governance and share 150,000 57% Digital Diversified
value appreciation30. Employees revenues portfolio of
• R & D Team: Collaborates with Trained in solutions
companies like Deakin for research, digital skills 41.2% across
development of digital skills and to bring 20+ currency industry
31
about innovative solutions . Innovation digital segments
Hubs & Living growth7
• Service Providers: Infosys collaborates
Labs4
with service providers like ServiceNow,
which is an enterprise level service Human
management company, to improve the Capital 84,782 Fresh Top
work of consumers involved in 3,14,015 Total college employer in
manufacturing32. no. of graduates 22
employees5 hired countries
globally8
• Competitors: The competitors of Infosys
are (Refer Exhibits 4B and 4C) 33.
Customer value:
• IBM (IT services)
Infosys aims to digitally change businesses to
• TCS
provide efficient responses to problems by
• Cognizant
emerging-technology-led rapid customer-centric
• Capgemini. innovation. Infosys provides customer value
through multi-channel personalization, reducing
Company: Infosys has SBUS in the following shopping cart abandonment, Faster resolution time
business segments 34. leading to higher customer satisfaction & reducing
• Financial services the cost of service.
• Retail
• Communication Collaborator value:
• Energy, utilities, resources and services. Partners: Utilizing synergies, working together on
• Hi-Tech research projects, and going to market together is
• Manufacturing how partners might gain benefit (GTM). It consists
• Life Sciences of Joint innovation centers, where Infosys develops
cutting-edge solutions for clients by incubating
Some subsidiaries of Infosys 35: technologies.
• EdgeVerve Systems: offers innovative
software and cloud solutions. Suppliers: The Company applies the UNGC
principles to its supply chain & offers opportunities

10
Project Report MM-1
Group: 12 Sec D Selected Industry: IT Company: Infosys

• Infosys BPM Ltd: focus on improving to varied enterprises. Strict labor regulations are
operational efficiency and productivity of upheld, along with grievance handling to protect
clients. interests and consideration for the health & safety
• Panaya: Provides automation services to of contract employees.
clients.
Investors: Infosys has been delivering industry-
Context: Global IT Space and other industries leading revenue growth from sharing value
where digitization can be implemented. appreciation, business strategy, ESG Vision 2030
(green builds, data center reducing operating
costs), Capital Allocation Policy & Maintaining
transparency in disclosures.
Tactics
Market offering
Product: The AI SAAS for the vehicle company's B2B model for self-driving car
Service: R&D of customized product development, maintaining and updating the software regularly,
collecting the data, and optimizing the process
Brand: Infosys already established brand
Price: Pricing will be Two-Part; pricing first is for availing the services, and second is after every car
sale, there will be royalty
Incentives: Data will help to improve ride performance and fuel efficiency, and the two-part payment
system will enrich customer company cash
Communication: the direct, high-level contacts of the sales team as an outbound sales technique will be
used; if it does not work out, then the Inbound sales technique will be used
Distribution: Company will use its 50+ country presence for distribution
Implementation
Development Deployment
The customized product development will be done Company can start developing a product with a
in collaboration with customers as per the company then use the same product for horizontal
requirement development in the same sector
Control
Performance Environment
Performance can be analyzed on: As Infosys is not Auto-manufacturing company
they need to keep tracks of IT company with auto-
Lead Conversion= Lead Converted/ Lead Generated manufacturing subsidiary like Tech-Mahindra &
Rate
Market penetration = total market achieved/total achievable TCS
market
Also, tom-som-sam analysis can be used
Exhibits
*Refer exhibit 4A,4B,4C,4D

5. Conclusion
Infosys, as an organization, has performed well in diversification as it has left its mark in multiple fields.
In terms of brand value, it has the third position in the market, closely behind TCS. Regarding net sales,
Infosys holds the second position in the market (Refer to exhibits 4B and 4C). In terms of market
positioning, it has positioned itself well and is the market leader in many areas like IDC Marketspaces. It
has also created various profitable strategic business units in different segments, improving its overall
market visibility.

11
Project Report MM-1
Group: 12 Sec D Selected Industry: IT Company: Infosys

5.1 Summary of the Study

Based on the global IT landscape, there is a vast scope for new market penetration. We also see that Indian
IT requirements are exponentially increasing; this creates much demand for IT services. Infosys is uniquely
positioned to leverage this lacuna. If the company can efficiently navigate the threat of competition and
widespread political unrest throughout the world, it can achieve and exceed its revenue goals. Infosys is
also actively investing in innovation and new product development. Infosys also concentrates on brand
building and has spent a significant amount on brand development, which has helped Infosys become one
of the fastest-growing IT service providers in the world.
5.2 Limitations of the Study:
The study mainly depends on the reports presented by Infosys, like annual reports; those reports do not
explore the current payment processes of Infosys as it is a B2B business and not many details are provided
related to current customers' pricing. In the recommendation part, the development scope is underexplored
for traditional businesses like Crude oil.
Appendices:
Exhibit 1B:

Exhibit 1C:

12
Project Report MM-1
Group: 12 Sec D Selected Industry: IT Company: Infosys

Exhibit 3:

Exhibit 4A:

13
Project Report MM-1
Group: 12 Sec D Selected Industry: IT Company: Infosys

Exhibit 4 B:

Exhibit 4 C:

Exhibit 4D:

14
Project Report MM-1
Group: 12 Sec D Selected Industry: IT Company: Infosys

References :
1,2:https://comptiacdn.azureedge.net/webcontent/docs/default-source/research-reports/comptia-it-
industry-outlook-2022_fin.pdf?sfvrsn=8e44dcc3_0
3,4,5,6,7,8: Page 30
https://www.infosys.com/investors/reports-filings/annual-report/annual/documents/infosys-ar-22.pdf
9,10,11: Infosys about us (officialbrand.store)
12,13: https://www.infosys.com/search.html?k=Infosys services part.

14: Pg 235, Infosys Integrated Annual Report 2021-22

15: https://www.infosys.com/about.html

16: https://www.infosys.com/iki.html

17: https://www.glassdoor.co.in/Salaries/it-professional-salary-SRCH_KO0,15.htm
18:https://www.fortunebusinessinsights.com/cloud-computing-market-102697
https://www.infosys.com/about.html
https://www.infosys.com/about/management-profiles.html
https://www.infosys.com/
19:https://www.thehansindia.com/business/tata-becomes-most-valuable-indian-brand-infosys-second-
746194#:~:text=Infosys%20is%20the%20second%20most,percent%20to%20its%20current%20value.
20: https://www.infosys.com/services/cloud-cobalt/offerings/public-cloud-overview.html
21: https://www.infosys.com/about/subsidiaries.html
22:Pageno.206,280:https://www.infosys.com/investors/reports-filings/annual-
report/annual/documents/infosys-ar-22.pdf
23: https://www.infosys.com/newsroom/press-releases/2022/fastest-growing-it-services-brand.html
24:https://www.moneycontrol.com/news/business/companies/at-24-billion-tata-becomes-most-valuable-
indian-brand-infosys-comes-a-distant-second-8617181.html
25: https://www.mordorintelligence.com/industry-reports/it-services-market
26:https://www.infosys.com/newsroom/press-releases/2020/environmental-social-governance-vision-
2030.html
27:https://comptiacdn.azureedge.net/webcontent/docs/default-source/research-reports/comptia-it-industry-
outlook-2022_fin.pdf?sfvrsn=8e44dcc3_0
https://finbox.com/NYSE:INFY/explorer/revenue_proj_growth
https://www.mordorintelligence.com/industry-reports/it-services-market
28: Pg 44, Infosys Integrated Annual Report 2021-22

15
Project Report MM-1
Group: 12 Sec D Selected Industry: IT Company: Infosys

29: Pg 48, Infosys Integrated Annual Report 2021-22

30: Pg 42, Infosys Integrated Annual Report 2021-22

31: https://www.infosys.com/newsroom/features/2021/strategic-engagement-research-digital-
skills.html

32: https://www.infosys.com/newsroom/press-releases/2021/collaborates-enterprise-level-service-
management.html

33: Pg 18 , 19 , https://www.statista.com/study/101793/infosys-limited/

34: Pg 30, Infosys Integrated Annual Report 2021-22

35: https://www.infosys.com/iki.html

16
Project Report MM-1
Group: 12 Sec D Selected Industry: IT Company: Infosys

Individual contribution:

Aniruddha (2210226): 1) Introduction 1.2) Company profile d) Major Competitors and Offerings 3)
Analysis: Brand Analysis 4) Result & Recommendation 4.1) Result & Discussion/Critique

Ishita (2210244): 1) Introduction 1.2) Company profile a) About the Company b) Product & Services 4.2)
Recommendation, G-STIC-Strategy (Value Proposition-Company, Customer, Collaborator)

Sanjay (2210268): 1) Introduction 1.1) a) Global 3) Analysis: SWOT, STP 5) Conclusion 5.1) Summery of
the study 5.2)

Sara (2210270): 1) Introduction 1.2) Company profile c) Market Positioning4) Result & Recommendation
4.2) Recommendation, G-STIC Strategy (5-C analysis) 5) Conclusion

Shailesh (2210274): 1) Introduction 1.1) b) National industry a) Company Hierarchy 2) Research

methodology 4.2) Recommendation, G-STIC (Exhibit, Summery, Situation Overview, Goal, Tactics,
Implementation, Control), 5.2) Limitation of study

17
Project Report MM-1