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Study of marketing strategies of Infosys

SUBMITTED TO:
MR. Zakhir hussain

Submitted By
D.Srikanth

ADAMSMITH INSTITUTE OF MANAGMENT

S.R NAGAR, HYDERABAD

Content :-
1) About the Company
2) Marketing Aspects
- Development of products
- Marketing policy
- Competition
3) Views on the Company
4) References.
ABOUT THE COMPANY
Infosys Technologies Ltd is an information technology (IT) Services
Company founded in Pune, (India) in 1981 by N. R. Narayana Murthy and
six of his colleagues. In 1983, Infosys moved its headquarters to Bangalore,
the capital of Karnataka. It operates nine development centers in India and
has over 30 offices worldwide. Infosys is India second largest outsourcing
company with more than $4 billion in annual sales. It was the first Indian
company to get listed on NASDAQ (in 1999)." It was among the first
companies to adopt Western business practices, such as Six Sigma protocols
for efficiency. Infosys emphasizes every aspect of IT. It provides software
development and engineering through a network of development centers in
Asia, Europe, and North America. It also provides data management,
systems integration, project management, support, and maintenance
services. Its Infosys BPO subsidiary offers business process outsourcing
(BPO) services, and US-based Infosys Consulting provides strategic
consulting. Infosys has rapidly expanded its presence in international
markets, particularly in North America, which accounts for more than 60%
of sales.

Infosys Technologies results for the quarter ended 30th June 2009

• Q1 revenues grew by 12.7% YoY.

• Income was Rs. 5,472 crore for the quarter ended June 30, 2009; YoY
growth was 12.7%

• Net profit after tax was Rs. 1,527 crore for the quarter ended June 30,
2009; YoY growth was 17.3%
• Earnings per share increased to Rs. 26.66 from Rs. 22.75 in the
corresponding quarter of the previous year; YoY growth was 17.2%
Awards and Recognition

• Reputation Institute’s Global Reputation Pulse 2009 ranked Infosys

among the world’s top 50 most respected companies.

• It has been rated the ‘Best Outsourcing Partner’ for the third
consecutive year by the readers of Waters magazine in its annual
survey on best service providers to banking and capital markets firms.

• Infosys BPO won the ‘ASTD Excellence in Practice Award’ that

honors a practice of diversity for enhanced performance, and
recognizes corporate programs to address issues on intercultural,
gender or sexual orientation.

• Infosys BPO also earned the highest rating, Level 5, for the e-
Sourcing Capability Model (eSCM-SP: v2.0) from Carnegie Mellon
University's IT Services Qualification Center.

Industries
Business solutions and services help accelerate innovation, increase productivity,
reduce costs, and optimize asset utilization.
The services offered by Infosys are

• IT Services

They create IT-enabled business solutions for their clients by leveraging

their domain and business expertise along with a complete range of services.
 • Engineering Services

We provide concept-to-market R&D and engineering services to improve

your product operations. Our services address the complete engineering value
chain spanning various industry verticals.
Consulting Services

• Our consulting services ensure that you become stronger, more competitive
and capable of managing global business.
• BPO Services
Infosys BPO combines domain expertise, process skills and technology
to deliver world-class process outsourcing.
Other industries covered by them are Engineering
Enterprises Financial Services Healthcare Life Sciences
Manufacturing Retail & Consumer Packaged Goods Banking and
Capital Markets Travel and Leisure Media and Entertainment
Technology Telecom Transportation¨ Aviation Utilities & Energy
Enterprise Solutions Business process Outsourcing (BPO).

Products and Platforms

The Transformation Solution, Banking Solutions and platforms provide a holistic

and integrated Our Transformation Solution, Banking Solutions and platforms
provide a holistic and integrated transformation approach, complete with solutions
and services.

Collaborative Analytics
Infosys' solutions in Collaborative Analytics help Consumer Packaged
Goods companies and retailers achieve sales and marketing
effectiveness by leveraging demand insights to shape sense and respond
profitably in time.
Finacle
It is our Universal Banking Solution addressing the core banking, e-
banking, Islamic banking, treasury, wealth management, and CRM
requirements of retail, corporate and global banks

Infosys Active Desk

It is a comprehensive optimization solution for Customer Service

Representatives enabling them to manage customer calls efficiently,
enhance customer experience, increase revenue per customer through
cross-selling, and track their own performance as well.

Infosys iProwe

Infosys iProwe is a patent-pending Web Accessibility Assessment

Product from the Web 2.0 Research Lab of Infosys SET Labs. iProwe
uses built-in intelligence to analyze and address accessibility issues of
websites for enhanced Web accessibility and usability.
Infosys mConnect

It is a context-aware, real-time mobile transaction middleware that

enables mobile services for websites and e Commerce platforms.

Infosys Unified Communications and Collaboration (UC)

This solution enables communication between a company’s employees,

customers and suppliers through e-mail, voice, chat, video, web and
instant messaging.
Infosys also launched Customer Communications Management Portal
for Enterprise Communications. It launched it in Australia and
New Zealand .Consumers can opt for eco-friendly SMS, email
 and tweets potentially saving millions in printing costs for
corporate.

Marketing strategies

• A key marketing strategy for Infosys has been "always believe in doing
unusual stuff, and thereby be in a position to secure our future and
growth".
• Right from the beginning, they realised they had to focus on selling more
and more in the marketplace. So they hired smart people to sell in the
markets in the US, Europe etc.
• They were the first Indian company in the software industry to create a
wonderful global customer meet,"
• They benchmark their proposals with the best in the world.
• The value proposition they give to the customer is generally world class.
• The people that they put in front of the customer right from day one to the
last is generally top class, well prepared, they have done due diligence,
crossed and are extremely customer-friendly, very competent.
• They try and look at business value to the customer.
• Tremendous focus on quality within the company. They get into details on
how they are improving productivity, quality, and cycle time.
• They focus is on reusability, reusing the knowledge on the database
systems.

Competition
Industries Where Infosys Competes

• Computer Services.
 • Information Technology Services (primary).
• Business Services.
• Consulting.
• Staffing Outsourced Human Resources Services.

Infosys competitors include:

• Satyam
• Tata Consultancy
• Wipro Technologies

Comparison with competitors.

Companies Last Price Market cap Sales Sales Total assets
(rs crores) Turnover Turnover

Infosys 2,267.40 129,935.44 20,264.00 5,819.00 17,809.00

TCS 560.35 109,672.88 22,404.00 4,696.21 13,486.62

Wipro 550.95 80,750.42 20,987.30 2,973.80 17,528.90

In the future they expect competition from firms establishing and building their
offshore presence and firms in countries with lower personnel costs than those
prevailing in India.

Future plans

Infosys Technologies is planning to acquire IT companies serving energy

and health care sectors in geographies as diverse as Latin America,
Europe and Australia. The company has set aside US$450-500 million
for the purpose.
The acquisition will help Infosys to diversify its client base, especially at
a time when growth has been flat from traditional revenue streams like
 banking, financial services and insurance sector, besides retail and
manufacturing.

Infosys Technologies wishes to expand its presence in Hyderabad in 550

acres of land in the next 10 years to create a new state-of-the-art campus.
The Government of Andhra Pradesh has already identified 150 acres for
Infosys and the balance of 400 acres will be identified in the near future.
They intend to invest Rs. 1250 crore. Infosys plans to invest Rs. 450
crore in the first phase of the project and invest Rs. 400 crore each, in the
second and third phases of the project.

Infosys Technologies Limited plans to go to campus recruitment across

the country next year. The company plans to hire 25,000 people with
nearly 18,000 people to be hired from various campuses in the country,
taking the total number of employees from the present 91,187 to over
100,000.

REFERENCES

• www.infosys.com
• www.moneycontrol.com