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  • Building Brand Infosys-Group 8

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    Sauhard Gupta
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    The document summarizes Infosys' approach to sales and marketing over three phases (Infosys 1.0, 2.0 and 3.0). In Infosys 1.0, it initially partnered with a consulting firm for marketing but later moved to direct sales. In Infosys 2.0, it hired experienced account managers to better understand clients. In Infosys 3.0, it expanded its sales and marketing team significantly, appointed a non-Indian CMO, and divided teams to strengthen its offerings. The document also contrasts product branding with corporate branding in the services business, noting differences in value propositions, messaging, audiences, approaches and tools used.

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    The document summarizes Infosys' approach to sales and marketing over three phases (Infosys 1.0, 2.0 and 3.0). In Infosys 1.0, it initially partnered with a consulting firm for marketing but later moved to direct sales. In Infosys 2.0, it hired experienced account managers to better understand clients. In Infosys 3.0, it expanded its sales and marketing team significantly, appointed a non-Indian CMO, and divided teams to strengthen its offerings. The document also contrasts product branding with corporate branding in the services business, noting differences in value propositions, messaging, audiences, approaches and tools used.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    235 views4 pages

    Building Brand Infosys-Group 8

    Uploaded by

    Sauhard Gupta
    The document summarizes Infosys' approach to sales and marketing over three phases (Infosys 1.0, 2.0 and 3.0). In Infosys 1.0, it initially partnered with a consulting firm for marketing but later moved to direct sales. In Infosys 2.0, it hired experienced account managers to better understand clients. In Infosys 3.0, it expanded its sales and marketing team significantly, appointed a non-Indian CMO, and divided teams to strengthen its offerings. The document also contrasts product branding with corporate branding in the services business, noting differences in value propositions, messaging, audiences, approaches and tools used.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 4

    Building brand Infosys

    By Group 8

    Nidhi Chachria-PGP35329
    Ritija Monali-PGP35336
    Sai Bharadwaj Badda –PGP35337
    Sauhard Gupta- PGP35340
    Anasuya Chakraborty-PGP35352
    Siddharth Sridhar-PGP35388
    Snehal Ghodke-PGP35389
    Sales & marketing in services business by Infosys
    During Infosys 1.0 phase:

    • Initially it imparted the marketing and client acquisition to Kurt Salmon Associate (KSA) through joint venture
    • Few years later, it left the JV and begin cold calls and leverage personal relations with clients

    Infosys 2.0 phase:

    • Infosys professional account managers were MBA and with sales & marketing experience. The managers invested
    time in understanding the process, procedures and compliance requirements of the clients

    Infosys 3.0 phase:

    • Hired 250 people in sales & marketing, moved its sales and marketing roles to the US, appointed first non-Indian
    CMO to bring strategic changes in their marketing
    • Further divided the team into product marketing, business unit marketing, corporate marketing and regional
    marketing to strengthen the core
    • Moved to more holistic approach from marketing & selling services to marketing & selling products, platforms and
    solutions (PPS) for addressing the new needs
    Difference between product branding & corporate branding
    Product business Services business
    (Corporate branding)

    Value Proposition Win by creating innovative products and Win by promise of excellence and trust by
    enriching features of existing products delivering superior client solutions

    Messaging In product branding, the product itself is In corporate branding, elements such as
    key focus with a narrow message values, beliefs, ideas, goals, and behavior
    become the focus
    Target audience Product branding is primarily targeted Corporate branding targeted towards
    towards end consumers customers, employees and shareholders.
    Eg. C-LIFE value system
    Duration of approach Product branding can be revised & Corporate branding is stable over time &
    refreshed as the market changes or changes with timely structural steps eg.
    product develops Infosys 1.0, 2.0 & 3.0
    Focus on Quality Quality adherence of value chain Initiatives for execution capabilities, client-
    processes & company product offerings centric approach and strict quality &
    authenticity adherence
    Branding tools used Expensive advertising campaigns Focus on public relations & media by
    doing unusual things to remain in buzz
    THANKYOU

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