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Building Brand Infosys-Group 8

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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Sauhard Gupta
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321 views4 pages

Building Brand Infosys-Group 8

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.

Uploaded by

Sauhard Gupta
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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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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