Description
The objective of ppt is on corporate branding analysis focuses on branding, risks, marketing communication, product differentiation strategy.
CORPORATE BRANDING
BRAND
A brand is not a name. It is an experience.
It is the entire range of emotions and
expectations that are generated when the
name is mentioned or logo seen.
CORPORATE BRANDING
?
Brand – Corporate Name
?
? ?
No distinct name of products
Type of Umbrella or monolithic branding. Examples: BMW, Sony, Tatas, Reliance, Amul, Godrej, Onida, IBM, etc.
ADVANTAGES
?
Gives the strength of the corporate brand values and positioning Saves on advertising and promotional expenses Clear and consistent image New product acceptance
?
? ?
Continue
...
?
Converging consumer goodwill towards one name Increased connect towards the brand
?
?
Easier to build employee pride and motivation
RISKS
?
Quality problem in one category can significantly hurt other categories and the brand itself
The Corporate Brand Model
Marketing Communication
Corporate Social Conduct Corporate Contributions’ Conduct Corporate Employees’ Conduct
Company Business Conduct Company Image
Product
Sales Force
Communications
Distribution Channels
Service
Support
Price
Infosys Vs Wipro
INFOSYS
?
Vision Statement: “To be a globally respected corporation that provides best-of-breed business solutions, leveraging technology, delivered by best-in-class people" Corporate Mission: “To achieve our objectives in an environment of fairness, honesty, and courtesy towards our clients, employees, vendors and society at large"
?
CORPORATE PHILOSOPHY & CORE VALUES
? Customer
Delight ? Leadership by Example ? Integrity and Transparency ? Fairness ? Pursuit of Excellence
CORPORATE CULTURE
? Corporate ? Corporate
Governance
Social Responsibility through “Infosys Foundation”
INFOSYS MARKETING COMMUNICATION
CORPORATE CONTRIBUTIONS’ CONDUCT
?
Infosys Foundation
? Dec
4, 1996 ? supporting and encouraging the underprivileged sections of society ? initiatives
? providing
medical facilities to remote rural areas ? organizing novel pension schemes ? aiding orphans and street children
? "A
library for every school"
CORPORATE EMPLOYEES’ CONDUCT
5 6
1
Attract & Recruit
Professionally Competent, Happy and Prosperous Best In Class Infoscions
4
Analyze Learn & Improve
2
3
PRODUC T
Outsourced Application and Infrastructure Services ? Consultancy ? BPO ? Product R&D Services. ? Enterprise Services.
?
SUPPORT
?
“4 Step Communications Approach” for clients
? Position
Relationship & Partner, Keep people up
to Date. ? Preview User Experience, For Managers & Customers New to Offshore. ? Optimize skill in Collaborative Project Management. ? Continuous Improvement Of Customer - Facing Process
EMPLOYEE SUPPORT
Step 4
Step 3
Step 2
Step 1
COMPANY BUSINESS CONDUCT
?
?
Turnover – $1592 Million Reputation & Management Quality –
?
?
?
Computer World corporate Citizen award in 2001. Named India’s Best managed company by business today. Tops the regional rankings for best corporate governance in Asiamoney’s corporate governance poll.
BRAND WIPRO
?
Logo: 'Rainbow Flower’
?
Brightness Flower manifests the corporation's value of integrity. Rainbow's fresh appearance after the storm reflects human values.
The flower symbolizes that Wipro cares for the environment
?
?
BRAND WIPRO
? ?
?
?
Punch Line: 'Applying Thought' Wipro thinks for the customer's well being, is strong in R&D and thinks out-of-the-box. Wipro's promise to the Customer is based on the four key values: Human Values, Integrity, Innovative Solutions and Value for Money its center shows the digital age, science and technology, its petals reflect the softness of human values.
WIPRO
?
Promise Statement- With utmost respect to human values, we promise to serve our customers with integrity through innovative, value for money solutions, by applying thoughts, day after day. Human Values- We respect the unique needs of customers and employees. We are sensitive to their differing needs in our interactions with them.
?
WIPRO BRAND STORY
Started asRs.7 crore vegetable oils company ? The most Valuable Company in India (BT Oct ’01) ? The World’s first SEI CMM Level 5 Software Services company ? India’s second most famous brand of computer products
?
CORPORATE CONTRIBUTIONS CONDUCT
Azim Premji Foundation ? Wipro Cares ? providing rehabilitation to survivors of natural calamities ? enhancing learning abilities of children from the under privileged sections of the society. ? Promotion of Chess to drive its corporate branding strategy
?
CORPORATE EMPLOYEES CONDUCT
Strict selection criteria ? e-training, web based training system, manager training programs ? Non-hierarchical structure ? Competency Management ? Annual festivals ? HR Unplugged ? Wipro Cares
?
COMMUNICATIONS
Created Six ads ? Showcasing Applying Thought in software, hardware and the consumer and lighting business. ? The line "We've been thinking of you" was consistent across all the ads. ? The ticker tape mentioned the diversity and the size of Wipro, which was not well known to all.
?
PRODUCT DIFFERENTIATION STRATEGY
SUPPOR T
? ?
?
?
Consultancy Application Development and Implementation Application Upgrade and Rollout Support Services and Application Outsourcing Applications are: SAP, Oracle Applications, SCM, CRM, etc. Training is provided to the client once implementation is done. The training covers technical and functional parts of the application. There is no stand- alone training provided.
COMPANY BUSINESS CONDUCT
Focus on Quality: Wipro was the first Indian company to embrace Six Sigma in 1997. ? Focus on Innovation
?
COMPARISON ON KEY ELEMENTS OF SUCCESS
?
Infosys
Replacing old technology with new Constant emphasis on quality
?
Wipro
Leading the market by focusing on work at the cutting edge technology Maintaining commitment to excellence.
?
?
?
?
1.
Diversifying income sources to minimise risk of revenue,
?
Maintaining absolute transparency in its accounts and business practices.
2.
Looking at potential employees' ability to learn, not their existing knowledge. Being the first Indian company to initiate an Employee Stock option plan
?
Bringing in Human Values, Integrity, Innovation and Value for Money, as the four key values. Pioneering the concept of Six Sigma qualities in India
?
?
?
Grow by focusing on providing services to companies that maximised the effectiveness of their existing systems.
? ? 1.
Growth by acquisitions. (Pearl of acquisition) Attracting and investing in, developing and nurturing the best talent Identifying customers as the key and rearranging business divisions to be more responsive to consumer needs.
2.
COMPARISON
Infosys Wipro
Corp. Contri. Conduct
Social Responsibility towards Downtrodden
Pay through ESOPs
Social Responsibility towards Relief.
Performance based Through Ads etc.
Corp. Employees Conduct Communications
Support Business Conduct
Four steps process Focus on Continous improvement
Application based Focus on Quality
doc_837137269.ppt
The objective of ppt is on corporate branding analysis focuses on branding, risks, marketing communication, product differentiation strategy.
CORPORATE BRANDING
BRAND
A brand is not a name. It is an experience.
It is the entire range of emotions and
expectations that are generated when the
name is mentioned or logo seen.
CORPORATE BRANDING
?
Brand – Corporate Name
?
? ?
No distinct name of products
Type of Umbrella or monolithic branding. Examples: BMW, Sony, Tatas, Reliance, Amul, Godrej, Onida, IBM, etc.
ADVANTAGES
?
Gives the strength of the corporate brand values and positioning Saves on advertising and promotional expenses Clear and consistent image New product acceptance
?
? ?
Continue
...
?
Converging consumer goodwill towards one name Increased connect towards the brand
?
?
Easier to build employee pride and motivation
RISKS
?
Quality problem in one category can significantly hurt other categories and the brand itself
The Corporate Brand Model
Marketing Communication
Corporate Social Conduct Corporate Contributions’ Conduct Corporate Employees’ Conduct
Company Business Conduct Company Image
Product
Sales Force
Communications
Distribution Channels
Service
Support
Price
Infosys Vs Wipro
INFOSYS
?
Vision Statement: “To be a globally respected corporation that provides best-of-breed business solutions, leveraging technology, delivered by best-in-class people" Corporate Mission: “To achieve our objectives in an environment of fairness, honesty, and courtesy towards our clients, employees, vendors and society at large"
?
CORPORATE PHILOSOPHY & CORE VALUES
? Customer
Delight ? Leadership by Example ? Integrity and Transparency ? Fairness ? Pursuit of Excellence
CORPORATE CULTURE
? Corporate ? Corporate
Governance
Social Responsibility through “Infosys Foundation”
INFOSYS MARKETING COMMUNICATION
CORPORATE CONTRIBUTIONS’ CONDUCT
?
Infosys Foundation
? Dec
4, 1996 ? supporting and encouraging the underprivileged sections of society ? initiatives
? providing
medical facilities to remote rural areas ? organizing novel pension schemes ? aiding orphans and street children
? "A
library for every school"
CORPORATE EMPLOYEES’ CONDUCT
5 6
1
Attract & Recruit
Professionally Competent, Happy and Prosperous Best In Class Infoscions
4
Analyze Learn & Improve
2
3
PRODUC T
Outsourced Application and Infrastructure Services ? Consultancy ? BPO ? Product R&D Services. ? Enterprise Services.
?
SUPPORT
?
“4 Step Communications Approach” for clients
? Position
Relationship & Partner, Keep people up
to Date. ? Preview User Experience, For Managers & Customers New to Offshore. ? Optimize skill in Collaborative Project Management. ? Continuous Improvement Of Customer - Facing Process
EMPLOYEE SUPPORT
Step 4
Step 3
Step 2
Step 1
COMPANY BUSINESS CONDUCT
?
?
Turnover – $1592 Million Reputation & Management Quality –
?
?
?
Computer World corporate Citizen award in 2001. Named India’s Best managed company by business today. Tops the regional rankings for best corporate governance in Asiamoney’s corporate governance poll.
BRAND WIPRO
?
Logo: 'Rainbow Flower’
?
Brightness Flower manifests the corporation's value of integrity. Rainbow's fresh appearance after the storm reflects human values.
The flower symbolizes that Wipro cares for the environment
?
?
BRAND WIPRO
? ?
?
?
Punch Line: 'Applying Thought' Wipro thinks for the customer's well being, is strong in R&D and thinks out-of-the-box. Wipro's promise to the Customer is based on the four key values: Human Values, Integrity, Innovative Solutions and Value for Money its center shows the digital age, science and technology, its petals reflect the softness of human values.
WIPRO
?
Promise Statement- With utmost respect to human values, we promise to serve our customers with integrity through innovative, value for money solutions, by applying thoughts, day after day. Human Values- We respect the unique needs of customers and employees. We are sensitive to their differing needs in our interactions with them.
?
WIPRO BRAND STORY
Started asRs.7 crore vegetable oils company ? The most Valuable Company in India (BT Oct ’01) ? The World’s first SEI CMM Level 5 Software Services company ? India’s second most famous brand of computer products
?
CORPORATE CONTRIBUTIONS CONDUCT
Azim Premji Foundation ? Wipro Cares ? providing rehabilitation to survivors of natural calamities ? enhancing learning abilities of children from the under privileged sections of the society. ? Promotion of Chess to drive its corporate branding strategy
?
CORPORATE EMPLOYEES CONDUCT
Strict selection criteria ? e-training, web based training system, manager training programs ? Non-hierarchical structure ? Competency Management ? Annual festivals ? HR Unplugged ? Wipro Cares
?
COMMUNICATIONS
Created Six ads ? Showcasing Applying Thought in software, hardware and the consumer and lighting business. ? The line "We've been thinking of you" was consistent across all the ads. ? The ticker tape mentioned the diversity and the size of Wipro, which was not well known to all.
?
PRODUCT DIFFERENTIATION STRATEGY
SUPPOR T
? ?
?
?
Consultancy Application Development and Implementation Application Upgrade and Rollout Support Services and Application Outsourcing Applications are: SAP, Oracle Applications, SCM, CRM, etc. Training is provided to the client once implementation is done. The training covers technical and functional parts of the application. There is no stand- alone training provided.
COMPANY BUSINESS CONDUCT
Focus on Quality: Wipro was the first Indian company to embrace Six Sigma in 1997. ? Focus on Innovation
?
COMPARISON ON KEY ELEMENTS OF SUCCESS
?
Infosys
Replacing old technology with new Constant emphasis on quality
?
Wipro
Leading the market by focusing on work at the cutting edge technology Maintaining commitment to excellence.
?
?
?
?
1.
Diversifying income sources to minimise risk of revenue,
?
Maintaining absolute transparency in its accounts and business practices.
2.
Looking at potential employees' ability to learn, not their existing knowledge. Being the first Indian company to initiate an Employee Stock option plan
?
Bringing in Human Values, Integrity, Innovation and Value for Money, as the four key values. Pioneering the concept of Six Sigma qualities in India
?
?
?
Grow by focusing on providing services to companies that maximised the effectiveness of their existing systems.
? ? 1.
Growth by acquisitions. (Pearl of acquisition) Attracting and investing in, developing and nurturing the best talent Identifying customers as the key and rearranging business divisions to be more responsive to consumer needs.
2.
COMPARISON
Infosys Wipro
Corp. Contri. Conduct
Social Responsibility towards Downtrodden
Pay through ESOPs
Social Responsibility towards Relief.
Performance based Through Ads etc.
Corp. Employees Conduct Communications
Support Business Conduct
Four steps process Focus on Continous improvement
Application based Focus on Quality
doc_837137269.ppt