COGNIZANT

MARKETING OF SERVICES

GROUP - 2

200101072 Gade Jayaprakash Reddy

200101079 Karanbir Singh
200101009 Abhiveg Singh
200101090 Mrinal Dasoju
200101104 Pragya Agrawal
200101106 Prakhar Gupta
  The IT services market encompasses a range of offerings that assist enterprises in
implementing, managing, and operating a wide variety of systems, software, and
Introduction equipment that are used in modern IT environments.
 Some of the market’s major sub-segments are

MANAGED SERVICES SOFTWARE-AS-A-SERVICE (SAAS).

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 Industry Introduction
 IT services are one of the fastest growing segments in the overarching IT industry, trailing only enterprise software in terms of
year-over-year growth.
 Cloud computing describes the use of networks of remote servers - usually accessed over the Internet - to store, manage, and
process data. As a segment of IT services, cloud computing generates billions of dollars in revenue annually and is showing few
signs of slowing down.
 IT Sector in India
 World's largest sourcing destination with largest qualified talent pool of technical graduates in the world. The
sector is the largest employer within the private sector. In 2020, the IT industry recorded 138,000 new hires.
 The IT industry accounted for 8% of India’s GDP in 2020. Exports from the Indian IT industry are expected to
increase by 1.9% to reach US$ 150 billion in FY21.
 In Budget 2021, the government has allocated Rs. 53,108 crore (US$ 7.31 billion) to the IT and telecom sector.
 According to NASSCOM, the Indian IT industry’s revenue is estimated to reach US$ 194 billion in FY21, an increase of 2.3% YoY.
 According to GARTNER, IT spending in India is estimated to reach US$ 93 billion in 2021 (7.3% YoY growth) and further increase to
US$ 98.5 billion in 2022.
 According to STPI, the software exports by its registered units increased by 7% YoY to reach Rs. 5 lakh crore (US$ 67.40 billion) in
FY21 from Rs. 4.66 lakh crore (US$ 62.82 billion) in FY20, driven by rapid digitization and the IT industry's timely transition to
remote working environments that helped to keep up the industry’s growth amid coronavirus pandemics.
 COGNIZANT
• Cognizant is an American multinational technology company that
provides business consulting, information technology and 
outsourcing services. It is headquartered in Teaneck, New Jersey, 
United States. Cognizant is part of the NASDAQ-100 and trades
under CTSH. It was founded as an in-house technology unit of 
Dun & Bradstreet in 1994,[6] and started serving external clients in
1996.[6]
• After a series of corporate re-organizations there was an 
initial public offering in 1998.[7]
• Cognizant had a period of fast growth during the 2000s and
became a Fortune 500 company in 2011; as of 2021 it's at
position 185.
• Cognizant provides information technology, information security,
consulting, ITO and BPO services. These include business &
technology consulting, systems integration, application
development & maintenance, IT infrastructure services, Artificial
Intelligence, Digital Engineering, analytics, business intelligence, 
data warehousing, customer relationship management, 
supply chain management, engineering & manufacturing
solutions, enterprise resource planning, 
research and development outsourcing, and testing solutions.
• Cognizant has three areas which makes up their business —
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Digital Business, Digital Operations, and Digital Systems &
Technology.
COGNIZANT BUSINESS MODEL CANVAS

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 MAJOR COMPETITORS IN TERMS OF SERVICE POSITIONING AND MARKETING MIX

 ANNUAL REVENUE: $22 Billion(2020)

Brand Positioning: The current brand positioning statement of TCS is ‘Building on Belief’. It shows the collaborative and active role that TCS plays in partnering with its
customers in long term, leveraging its contextual knowledge, investments in R&D, and technology expertise to help them grow, and achieve their purpose led
transformation goals.
TCS Provides 5 types of Capital to provide Value to its customers: Intellectual Capital, Human Capital, Natural Capital, Manufactured Capital, Social & Relationship
Capital, Financial Capital.
 Human Capital and Intellectual Capital: To build impactful and customized technology solutions for the businesses that accurately address their problems.
 Intellectual Capital: In order to advance their solutions provided to the customers, TCS always updates and learns new technologies to provide better service.
 Relationship Capital: TCS has a very friendly share holder capital allocation policy to boost the company’s relationship with the shareholders.
 Social and Natural Capital: TCS always tries to invests in education, skill development, employability, health etc. across local communities in different parts of the
world and hence tries to conserve its Social Capital. It also keeps check on Environmental Footprint hence ensuring its Natural Capital.
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 MAJOR COMPETITORS IN TERMS OF SERVICE POSITIONING AND MARKETING MIX

ANNUAL REVENUE: $47.6 Billion(2020)

Brand Positioning:
“The impact we make in the world”
Deloitte says the following statement in order to differentiate themselves from its competitors:
“For us, good isn't good enough. We aim to be the best at all that we do—to help clients realize their ambitions, to make a positive difference in society, and to
maximize the success of our people. This drive fuels the commitment and humanity that run deep through our every action.”
The customer value Proposition of the firm is to provide Accessibility, Innovation and Brand/Status to the customers.
Accessibility by providing wide variety of options to its customers, one of the key strategy for their growth is through acquisition, it led to them acquire a diverse range
of technologies to provide to their customers.
Deloitte has its own Innovation Centres where they generate creative solutions and develop technologies to serve their clients better. 7

Their success has attributed them a high Brand Value.

 MAJOR COMPETITORS IN TERMS OF SERVICE POSITIONING AND MARKETING MIX
ANNUAL REVENUE: $12.7 Billion (2020)
Brand Positioning:
“Building Tomorrow’s Enterprise”
This tends to say that the firm would help the customer identify the
directions they should be taking in a rapidly changing world of technology
and use the same technology in those directions in a profitable manner.
 Infosys has its Global Delivery Model that delivers excellence to its clients
by providing a Strong Price to Value proposition and aligning the
technology with the clients needs considering them to be demanding more
in terms of value and Return on Investment in IT.
ANNUAL REVENUE: $44.3 Billion(2020)
Brand Positioning:
“Deliver on the promise of technology and Human Ingenuity”, ‘Rotation to the
new’ or ‘360-degree value’ i.e., holistic development of their clients from helping
them transform and reinvent their businesses to reskilling their employees and
making their business more sustainable.
Accenture provides four primary value propositions, they are: Accessibility,
Customization, Innovation and Brand/Status.
Accessibility by providing wide range of options, customization through its
knowledge and service specificity, Innovation by maintaining Accenture
Technology Labs to locate, update and develop new technologies, Brand through
its success. 8
MARKET SEGMENTATION
Cognizant has eased and optimized the business processes through its innovations in Automotive Engineering, Manufacturing and Supply Chain Transformation,
Automotive Industry Connected Vehicles, Digital Asset Management Systems, Consumer Engagement, Smart Business Operations, Electric Vehicle Ecosystem.

Cognizant has streamlined the Business Processes that were inefficient with strategies and solutions and have always kept the customers at the centre of the
Banking Segment organization. The Banking Segments the firm serves are: Retail and Commercial Banking; Lending Segment and Payments Segment.

Through the Strategies implemented by Cognizant in the Capital Markets, the firms have acquired deepened customer loyalty, driven long term relationships and
Capital Markets increased profitability. The capital Market Segments served by Cognizant are: Asset Management, Wealth Management, Investment Banking Market Information
Providers, Exchanges.

Cognizant is helping the consumer goods firms with strategies to keep their technologies forefront and connected to their customers. The customer goods
Consumer Goods segments they serve are Apparel and Footwear, Consumer Durables, Consumer Electronics, Food & Beverage, Home & Personal Care.

Cognizant has ramped up the education industry by implementing edge cutting technologies like Artificial Technologies, Machine Learning and Analytics to
Education personalize the student’s education. The segments they serve are Educational Providers, Educational Publishers and Testing & Assessment Providers.

Cognizant has helped the healthcare leaders to integrate with technology, driven with Data and Artificial Intelligence. This has led them to have more actionable
Healthcare insights, enhanced automation and efficiency, innovative products and services and modern infrastructure. Few of the Segments they serve are Payers, Pharma
Benefit Managers and Providers.

Cognizant provides expertise and offerings across the information ecosystem to help the businesses update their Business Model, Boost their agility, Accelerate
Information Services Innovation and to meet with the dynamic demand for the digital disruption. The segments they serve in this sector are: Credit, Financial, Tax, Global Risk and
Compliance, Legal and Regularity, Scientific, Medical and Technical, and Market Research.

Cognizant is helping their clients in the insurance industry to streamline their core processes in order to be competitive in the market. They have also made their
Insurance operating models more efficient. The segments they serve in this industry are: Property and Casualty, and Life and Annuity.

Cognizant has integrated edge cutting technology to the firms dealing with Life Sciences to innovate themselves to make themselves a more agile, intelligent and a
Life Sciences high-performing enterprise. The Segments they serve in this industry are Medical Devices, Pharmaceuticals and Biotech.

Cognizant has helped the firms digitally evolve their manufacturing activities by applying high end technology like Analytics, Automation, Artificial Intelligence,
Manufacturing Smart Factories, Integrated Systems etc. This has substantially increased their efficiency and efficacy. The manufacturing segments they serve are: Industrial
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Manufacturing and Process Manufacturing.
Brand Elements Logo

.
Tagline

Passion for building stronger business

Positioning

Complete IT solutions for companies

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 BLUEPRINTING THE SERVICE EXPERIENCE
Timeline Act 1
Service Standards and Visit
Scripts W W Meeting with
Website/Contact Fill enquiry
sales employee form/ state Company
Front - Stage Physical Evidence employee
requirements
Line of interaction
Service manager
Respond to call Note customer leading meeting
requirements discussing in detail the Contact person
client’s requirement (visible actions)
carefully

Line of visibility

Dedicated IT service Discussing the

MoMs of the meeting
sales staff, lead customer prepared and shared with Contact person
generation team requirements the team (invisible actions)
Back - Stage with team

Line of internal
physical interaction
IT support to access Meeting room/ Online
Cognizant video chat Platform
Support Processes enquiry forms from
Website website subscription for
Maintenance meeting to occur

Slide © 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 8 - 6

MAJOR SERVICES
DIGITAL BUSINESS OPERATIONS
•Business Process Services
•Enterprise Services
•Industry & Platform Solutions
•Intelligent Process Automation
DIGITAL BUSINESS & TECHNOLOGY
•Application Services & Modernization
•Artificial Intelligence
•Cloud Enablement
•Cognizant Infrastructure Services
•Cognizant Security
•Core Modernization
•Digital Experience
•Digital Strategy
•Enterprise Application Services
•Internet of Things
•Quality Engineering & Assurance
•Software Product Engineering
 BUSINESS SEGMENTS
Financial Services
• Includes banking, capital
markets and insurance
companies
• Clients’ desire for less
complexity through packaged
solutions & suppliers with
embedded product partners,
serving customers while being
compliant with significant
regulatory requirements &
adaptable to regulatory change
Healthcare
• Consists of healthcare
providers & payers as well as
life sciences companies,
including pharmaceutical,
biotech & medical device
companies
• Demand is driven by emerging
industry trends, adoption and
integration of digital
technologies
Products & Resources
• Includes manufacturers,
retailers, travel and hospitality
companies, as well as
companies providing logistics,
energy & utility services
• Clients’ focus on improving
the efficiency of their
operations, enablement &
integration of mobile platforms
Communication,
Media & Technology
• Includes information, media
and entertainment,
communications and technology
companies
• Clients’ needs to create
differentiated user experiences,
transition to agile development
methodologies, enhance
networks & manage digital
content
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 PRICING STRATEGY

The markets Cognizant serve and operate in are highly competitive,

subject to rapid change & characterized by many participants, so
they face competition in many geographic markets from numerous
smaller local competitors, in addition to large, global competitors.
Competition Based
These competitors may have more experience with operations in the
markets, have well-established relationships with desired clients, or
be able to provide services and solutions at lower costs or on terms
more attractive to clients than Cognizant can.

Concurrent use by many clients of multiple professional service

providers means that they are required to be continually competitive
on the quality, scope and pricing of the offerings or face a reduction
or elimination of business.

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 COMMUNICATION MIX

Being in b2b sector, most branding and promotional activities include developing
a positive, trustworthy image amongst the client. For this, the company has taken
many initiatives such as Cognizant community, CSR activities, positive word of
mouth, and reference to past deals.

‘Cognizant community’ is the leading self-promotional program of the company,

which is basically a customer conference. It is a modern event for IT sector
industries, surrounded by the belief of developing strong bonds with customers &
is done through sharing common interests.

The annually held summit carried on in different places is attended by significant

speakers in the field of business and technology. Positive relations, successful
deals, and the revenues company is trusted with manages the positive branding of
the company through word of mouth.

Cognizant portrays itself as a concerned and responsible organization involved in

philanthropic works. ‘Cognizant foundation’ has been working for many altruistic
works like education, health care &positive effect on the environment.

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 DISTRIBUTION STRATEGY

Cognizant utilize a global delivery model, with delivery centers

worldwide to provide full range of services to their clients.

Their delivery model includes employees deployed at client sites,

local or in-country delivery centres, regional delivery centres and
offshore delivery centres, as required to best serve the clients.

As they scale digital services and solutions, focus is on hiring in

the United States and other countries where services are
delivered to the clients to expand in-country delivery capabilities.

Extensive facilities, technology and communications

infrastructure are designed to enable the effective collaboration
of global workforce across locations and geographies.
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 REVENUE MANAGEMENT

Accelerating digital, growing the digital business organically and

inorganically

Globalizing Cognizant, growing the business in key international markets and

diversifying leadership, capabilities and delivery footprint

Repositioning the brand, improving the global brand recognition and

becoming better known as a global digital partner

Increasing relevance to the clients, leading with thought leadership and

capabilities to address clients' business needs

Realignment program, which began in 2017, continuing to drive revenue

growth by improving client focus, cost structure, efficiency & effectiveness of
delivery
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Development Project
Backend Service
 DEMAND MANAGEMENT STRATEGY
Demand management strategies
As demand is less, they choose to-
• Increase demand by Lowering prices
• Investing heavily in Communications, including promotional incentives
during nonpeak times
Providing complementary services
• Cognizant is capacity constrained as they keep on getting new
orders which usually last for at least couple of years. The client
usually wants the project to start right away.
• Therefore, to match demand and supply . Cognizant chases
demand and keeps a lot of employees on bench. Therefore, as soon
as a project is received, they could start working on it immediately.
• They also use part time employees during peak season.
Exclusive loyalty offers
RECOMMENDATIONS

The Market for on-demand services or market in general is erratic and fluctuating in nature.
To survive in these changing circumstances, Cognizant must innovate and bring new
technologies constantly.

Launching the first version of your on-demand is not it. Cognizant must take feedbacks from
the customers and act strictly on it to improve on your performance and customer
satisfaction.

Segment by Segment data should be collected and carefully analysed to get more insights
about certain key sectors and marketing should be focussed on them.

https://www.thehindu.com/business/Industry/cognizant-q2-net-income-up-418-per-cent-to-5
12-million-to-hire-1-lakh-people-this-year/article35600468.ece
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 CUSTOMER LIFETIME VALUE

Average Purchase Value = Total Revenue/Total Orders= 15.87B/357

=$ 44.45 Million

Average Customer Lifespan = Sum of customer lifespans/number of customers

= 5.4 years

Customer Lifetime Value = Purchase Value/ Average Customer Lifespan

= $ 44.45 Million * 5.4
= $ 240.03 Million

MORE THAN 90% OF COGNIZANTS ANNUAL REVENUE COMES FROM RETURNING CLIENTS

https://www.cognizant.com/Resources/cognizant-corporate-overview.pdf
 BENEFITS & RECOMMENDATIONS OF CLV
BENEFITS
• Helps in targeting of the ideal customers who
spends the most
• Determining efficacy of marketing strategies
• Rewarding Loyal and High CLV customers on a
regular basis
• Helps in better segmentation and profiling of
customers
• Helps in taking informed decisions for marketing
managers at time of acquisition.
RECOMMENDATIONS
• To focus more on building relationships rather
than CLV because 90% of the orders are repeat
orders.
• Could Invest more on new emerging technology
advertisements even when their CLV is low right
now.
• Cognizant could focus on increasing average
revenue per order by offering subscription
models
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 EMPOLYEE ROLE IN COGNIZANT

Cognizant is an employee driven organization. The huge advantage of IT firms is their ability to employee from offshore, as physical interaction
with client is not very significant, with technologies coming up. This reduces the cost of hiring, and it also helps the company to recruit from a
vast talent pool, rather than a fixed one.

They are even considered the largest employers of MBAs, across the world, specifically India.

App developers These are some initial profiles offered to employees, which is only related to developing the
application according to requirement. The assessment of client’s requirement is carried by the team
lead.

Tester The tester profile, is to test the software according to client’s demand. Various tests are run, before
presenting the final drafts.

Post services Company’s vast talent pool, is engaged in offering quality post sale services, to help the client
understand and adjust with the new software and applications.

BPO Company also offers its employees to work for another client according to their business demands.
Many Indian IT professionals work for different offshore clients in BPO. 24
 FUTURE STRATEGIES
• Cognizant recently realized that the present market is dominated by companies using “probabilistic” data. Cognizant then
helped the company evaluate the opportunity and identify its competitive benefit in both data quantity and quality. We
discovered that the company had a treasure trove of first-party “deterministic” data, which is more reliable and useful than
the probabilistic data most Mar-tech companies offer.
• Their initial work led to a proof of concept that demon­strated there could be a low-cost way to enter the digital market.
Cognizant recommended an agile, cloud-based data management platform that can assimilate large volumes of first- and
third-party data from a wide range of sources, as well as combine offline and online digital data.
• Cognizant designed and built a data management platform that mashes up and collates large volumes of this data. The
platform enables data segmenting for account-based targeting and marketing. It also integrates seamlessly with big
marketplaces, such as Google and Facebook. Together with the client, we are also exploring possibilities to expand its lead
list and extract more value using machine learning-based modeling.

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SENTIMENT ANALYSIS
 APPROACH

• Since customers express their thoughts and feelings more openly

than ever before, sentiment analysis is becoming an essential tool
to monitor and understand that sentiment. 
• Analysed the reviews from Gartner and Google. Most of the issues
were Employee or management related.
• Ambition Box was considered as a source to know the employees’
perception of the company and how it affects its customers.
• Word Cloud was created from the keywords of all 3 review sites to
see the impact of all points
• Recommendations were given on the basis of ratings and reviews
on these sites.

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Cognizant Implementation Services Ratings

117 Respondents

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 Most Common Phrases

GOOGLE REVIEWS Positive:

• Nice Place To Work
• Cooperative Employees
Negative:
• Less Salary Hike
• HR not cooperative

AMBITION-BOX REVIEWS
Most Common Phrases
Positive:
• Work Life Balance
• Good Work Environment
Negative:
• Less Salary Hike
• Slow Career Growth

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 AMBITION-BOX
Word Clouds
GARTNER

GOOGLE

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Some Reviews

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 RECOMMENDATIONS
REGARDING CUSTOMER
• Indecisive: Employees’ cooperative but not able to
solve the issues. Employees dealing with customers
should have some authority.
• Ill-informed: Hard hierarchy while dealing with
customers affects their perception of the company.
Customer complain of ill informed management.
• Delay in project completion is a common issue to
addressed. Project timeline management is
essential for customer retention and higher CLV.
• The employees are well trained and technically
competent. Not the same case with middle
management. Mid-Mngt needs tech training or
background.
• Technically sound employees an asset and should
be retained.
REGARDING EMPLOYEES
• Employees complain of HR behavior and bad
communication skills. Need to invest in their Human
Resource Management team.
• Less Growth in career affects employee's
perception of the company. It leads to disinterested
employees who are not willing to address the issue
and increases turnover rate and customer must deal
with multiple reps of the company – relations are not
built, low customer retention.
• Employees complain of too many meetings and
less work done. They have to give excuses to clients
knowing well its project timeline mismanagement.
• Retain their flexible work hours and inclusive culture.
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THANK YOU!
200101072 Gade Jayaprakash Reddy
200101079 Karanbir Singh
200101009 Abhiveg Singh

200101090 Mrinal Dasoju

200101104 Pragya Agrawal
200101106 Prakhar Gupta