Professional Documents
Culture Documents
Group 4:
About WIPRO:
Azim Premji took over Western India vegetable Products Ltd. (WIPRO) in 1966
He turned the loss making business into profitable by establishing a corporate culture build on
integrity
By 1970 the organization renamed WIPRO Ltd. had become diversified and generated $30 million
in revenue
Following the close down of operations by IBM in India in 1979 due to regulations, WIPRO
ventured in to the information technology sector
Presently WIPRO Technologies has over 140,000 employees across 54 countries with $7.7 billion in
revenues
Though WIPRO commanded a top-of-mind recall among leading Indian IT service providers, their
global awareness and image were not up to the liking of CMO Jessie Paul (35% as against 50% of
Infosys)
With a budget of $1.3 million for marketing communications, Jessie has to figure out how to
improve the global awareness of WIPRO through brand building
Jessie contemplates to play around their Operational Excellence, Customer Centricity, Intensity to
Q1. Identify different methods or ways of
increasing the global awareness of the WIPRO
brand.
Global Brand Building
Target Customers:
Members of the C-suite of Fortune 1000 companies existing clients and potential customers
Ability to deliver results, collaborate with clients and meet quality expectations
How to go about?
Promotions at airports, star hotels through magazines and gifts for selected people
Tie-ups with Airway carriers to distribute magazines, small puzzles to selected passengers
Academia sponsor conferences, partner with universities like Harvard, Wharton, INSEAD to run
research studies and present the findings to CXO communities
Credibility leverage existing certifications and propagating their operational excellence and
technical know how
Q2. Identify the key theme of WIPRO in its
evolution and in comparison to the other leading
players in the global arena.
IBM
Reposition itself as an
innovation organization
Customer
Unique solutions to
unleash the innovative
potential
ITSMA Brand Survey
2006:
Highest un-aided
awareness with 27.5%
Only company with
100% aided awareness
rating
Accenture
High
Performanc
e Delivered
We know what
it takes to be a
Focus: Tiger.
Integrator of clients business and technology priorities
Success achieved for its clients
Innovation
Quality
Risk mitigation
Q5. Discuss the marketing communication plan
for the global position outlined above.
Marketing Communication
Plan
Major messages:
Operational excellence
Customer centricity
Advertising
Highly targeted
Sample locations : airports, airport lounges, larger hotels
Use of magazine/newspaper inserts
PR
Associate with quality awards and certifications
Sponsor conferences
THANK YOU!
Any Questions?
Group 4