B2B Marketing
Team
Prashant Singh Prasad Sahasrabudhe Rohan Adam Ashish Nathani Krishna Dhanorkar Vinamra Bandekar Vikram Lawand C-32 C-21 C-25 C-48 C-12 C-39 C-54
What Is B2B Marketing?
Deals with organizational purchases of goods and services to support production of other products, to facilitate daily company operations, or for resale. Efforts geared to generating enquiries, leads and direct sales, as well as helping companies to establish and maintain their brand presence, among the other companies they deal with
The B2B Buying Process
The larger the business the more people involved in the decision. Decisions are made on more rational and objective grounds.
The buying decision can be much longer.
Segmenting B2B Customers and Prospects
Location Company Size And Value Needs (price, quality, technical support etc.) Market Positioning How they use the product Validating Target Segments Annual revenue How they place their orders with you Building Relationships
Vision And Mission
Vision To be a globally respected corporation that provides best-ofbreed business solutions, leveraging technology, delivered by best-in-class people."
Mission "To achieve our objectives in an environment of fairness, honesty, and courtesy towards our clients, employees, vendors and society at large."
Introduction to Infosys
Infosys Technologies Ltd. was started in 1981. Today, it is a global leader in the "next generation" of IT and consulting. Infosys defines, designs and delivers technology-enabled business solutions that help Global 2000 companies win in a Flat World.
Milestones
In 1987 Infosys got its first foreign client. In 1993, Infosys became a public limited company and received ISO 9001/TickIT certification. In 1999, Infosys crossed $100 Million and was listed on NASDAQ.
Contd
In 2006, Infosys completed 25 years of its existence and its revenues crossed $ 2 billion.
Today Infosys has more than 50,000 employees and has presence in more than 20 countries across the world. Its corporate headquarters is in Bangalore.
Services
Application Development and maintenance
Corporate performance management Enterprise quality services Infrastructure services Packaged application services Product engineering Systems Integration
Industries that they serve
Aerospace & defense Automotive Banking Communication Consumer goods Manufacturing Energy Healthcare Hospitality Life Sciences Insurance Media & Entertainment Resources Retail Transportation Utilities High technology
MARKET SHARE OF IT INDUSTRY
Financial Tech IBM India 2% 3% HCL Tech 4% Tech Mahindra 2% Capgemini India 1%
Satyam 4%
Infosys 8% Wipro 10%
Others 55%
TCS 11%
Indian IT industry Revenue Break-up by company
FINANCIAL SUMMARY
Revenues: Net Income after taxes: Earnings per ADS: US$ 4,684 million US$ 1,273 million US$ 2.23 (basic)
Total assets:
Cash and cash equivalents:
US$ 4,216 million
US$ 1,948 million
Indian GAAP
Total Income : Net profit after taxes : Earnings per share (Rs. 5) : Total assets : Cash and cash equivalents : Rs. 20,290 crore Rs. 5,621 crore Rs. 98.26 (basic) Rs. 17,516 crore Rs. 9,686 crore
Revenue growth from Industry segments over years.
Manufacturing
Banking, financial services and insurance Telecom
Retail Others
EXTERNAL ENVIRONMENT - PESTLE ANALYSIS Political Economic Social Technological Legal Environmental
SWOT ANALYSIS OF INFOSYS
STRENGTHS
Leadership in sophisticated solutions that enable clients to optimize the efficiency of their business Proven Global delivery model Commitment to superior quality and process execution Strong Brand and Long-Standing Client Relationships Innovation and leadership
WEAKNESSS
Excessive dependence on US for revenues 67 % of revenues from USA Excessive dependence on BFSI sector for revenues 36 % of revenues from BFSI Weak player in domestic market. Only 1 % of revenues from India low as compared to peers Low R & D spending as compared to global IT companies only 1.3 % of total revenues Low expertise in high end services like Consultancy and KPO.
THREATS
The economic environment, pricing pressure and rising wages in India and overseas Intense competition in the market for technology services could affect cost advantages. High dependency on a small number of clients, and the loss of any one of the major clients could significantly impact business. Failure to complete fixed-price, fixed-time frame contracts within budget and on time Currency fluctuations Termination of Client contracts can typically be terminated without cause and with little or no notice or penalty. OPPORTUNITIES Domestic market set to grow by 20%. Expanding into new geographies Europe, Middle East, etc Infosys is cash rich (Around US $ 1 Billion) - Acquiring companies to increase expertise in Consultancy, KPO and package implementation capabilities Opening offices and development centers in cost advantage countries such as those in Latin America and Eastern Europe.
Revenue break-up by services offered-2009
Application development and maintenance Business process management Consulting services and packaging implementation Infrastructure management Product engineering services Systems integration
Testing services Others
Products
USA
INFOSYS BCG MATRIX
INDIA
Critical Issue
KPO
Consulting Package Implementation
Package Application Services Offered By Infosys
Business Platform - Procure to Pay
Business Process Management - Enterprise Application Integration Customer Relationship Management Enterprise Resource Planning Human Capital Management IT Shared Support Services Supply Chain Management
Infosys Technologies Limited 2004
Designing a Marketing Strategy for Package Implementation Service
Business Objective
To increase the market share in Package Implementations.
To increase the contribution by Package Implementations in total revenue.
Marketing Objective
To increase the conversion rate of prospect customers.
To target the developing markets in this segment. To increase the revenue from Package Implementations by 20% by 2012.
Strategy
Market Segmentation
Market Penetration
Market Development Positioning Target Marketing Diversification Horizontal Integration
Strategy
Client-focused strategy.
Focus on limited number of large organizations throughout the world. Command premium margins. Increase business from existing and new clients.
Place
Developing markets outside U.S. and Europe. Growth in BRIC and other developing countries.
Target market
Healthcare Life sciences Aviation sector
Product
Product differentiation.
Increase in depth of product. Flexibility to respond to change in customers perception and demand.
Pricing
Aggressive pricing for Market Penetration. Premium pricing for high quality products. Pay-for-use.
Base + Variable Price.
Promotion
Trade Shows
Public Relations Initiatives Direct mailers Event Sponsors Product Brochures & E-Catalogues Advertisements in Business Publications
Implementation
Road Block Advertisements in Business Publications.
Preparing Brochures & E-Catalogues. Complete Market Analysis. Training and Developing an Efficient Sales Force. More investment R&D. Sponsoring Business Events, Expos & Awards.
Evaluation & Control
Infosys Technologies Limited 2004
Definition of Marketing Control
Steps that an organization takes to ensure that its marketing plans are successful.
Control Process for the Marketing Plan
Setting standards based on plans Measuring performance against standards Correcting deviations from standards and plans Profitability control Efficiency control Strategic control
Definition of Marketing Evaluation
Techniques used after the marketing plan period to analyze success in achieving individual marketing objectives and to more broadly assess the entire organizations marketing efforts
Marketing Evaluation Techniques
Sales analysis
Market-share analysis
Marketing cost and profitability analysis
Efficiency ratios
Marketing-effectiveness rating review Marketing audit Customer satisfaction
Conclusion
Infosys Technologies Limited 2004
Bibliography
www.infosys.com
www.finance.yahoo.com www.nasscom.com Marketing Management, Philip Kotler.
Infosys Technologies Limited 2004
THANK YOU
Infosys Technologies Limited 2004
