Marketing Of Services

By
Group 8
Bhogavilli | Rajat Sharma | Prashast Singh | V Srinivasan | Piyush Goyal
Rajat Mehta | Sahil Handa | Sanskriti

Brief history on Consulting

Industrial
RevolutionLatter 19th
century

Modern
factories with
scientific
management
movement

Rise of
Industrial
Engineering :
efficiency
experts

20th Century

Business
research
services- 1914
in Chicago in
Edwin Booz

Many other
firms cropped
up in 1920s

James O
Mckinsey
started in
1925

Current Industry Overview

Global consulting industry revenues : $449 billion (2015)
The largest segment isOperation Consulting followed by
Financial Advisory and IT consulting. Finally, HR consulting
and strategy consulting (the most prestigious segment
within the industry) constitute 15 % mkt. share
Between 2011 and 2015 the consulting market is forecasted
to grow by aCompounded Annual Growth Rate (CAGR) of
4.5%
$92 billion the EMEA region (Europe, Middle East, Africa) is
the largest consulting region, followed by North-America,
estimated to be worth $89 billion
From a country perspective the US is with a distance the
largest market, #2 and #3 are the UK and Germany

Scope and Nature

Brief
Introducti
on

Industry
Analysis

TCS The
current
scenario

Our
insights

Evolution Of TCS
1970s
1 type of offshore work
- Developing crosscompilers for mainframe
systems
First instance of on-site
development for
Burroughs
2nd type of Offshore
work developing
applications in India.
st

1980s
Falcon, the first LAN in
India developed
Failure because of lack
of services capability
Burroughs was focused
on selling machines in
India and TCS software and
architectural
capabilities.
TCS also performed
outsourcing for ISL in
Europe, NA and Japan.

1990s
External data
capabilities significantly
improved spurring
thousands of people to
offshore development.
Y2K problem was a
lucrative time.

2000s
Restructuring
BPO
Infrastructure
Transformation

Company Introduction: Tata Consultancy

Services (TCS)
Indianmultinationalinformation technology(IT)service, consultingand
business solutions company headquartered inMumbai,Maharashtra

Operates in 46 countries

One of the largest Indian companies bymarket capitalization($80

billion)and is thelargest India-based IT services companyby 2013
revenues

Now placed among the Big 4 most valuable IT services brands worldwide

TCS operates in Banking & Financial Services, Energy, Government, Healthcare,

High Tech, Insurance, Manufacturing, Media and Information services, Retail,
Telecom, travel and hospitality

The following TCS services help customers optimise business processes:

Consulting, IT Services, BPO, Infrastructure outsourcing, Engineering &
Industrial services.
Insights of TCS consulting is based on
Analyze - Understand Customers and Markets

Digitize - Deliver Digital Experiences

Optimize - Elevate Business Performance

De-Risk - Safeguard the Enterprise

Sustain - Build Sustainable Enterprises and

Communities

Deliver integrated, end-to-end IT

enabled solutions and services to
help your business transform with
certainty.

Success stories of consulting Of TCS

Telenor ASA
Manila Water
Company
Daiwa
Capital
Markets
Saudi
Electricity
Company:
Tata
Starbucks

partnered with TCS to analyse and design the IT

shared services centre for infrastructure across 4
Asian countries
TCS helps to create IT Strategy Roadmap
enabling it to streamline its IT operations
TCS helps to prioritize and fund high-value
projects aligned to the companys strategic
business objectives
To successfully roll out the SAP Plant
Maintenance Solution
Partnered with TCS to create and innovative IT
backbone , expands rapidly with optimal cash
flows and 70% lower initial IT costs, achieved
rapidly scalable retail rollouts

Indian Consulting Environment

Mckinsey: Entered in 90s as strategy consultants
Growth, Growth, Growth.
Largest concentration in metropolitan cities

Delhi 25.7%
Mumbai 25.5%
Chennai 12.1%
Kolkata 9.1%

Latest Trends Fast Growth but lack of skilled people

Lack of regulations for the industry, Volatile Market, Buyers
market, High attrition rate

Indian Market
Indian economy 69% of GDP is service sector
based.
Economic, Social and Technology environment
are conducive to investments in consulting
firms.
But, in a down economy, companies have to
invest in customers which is a huge drawback
to small firms.
Competition unsuitable to smaller firms as larger
firms gain more when the Rupee weakens.

Political Environment
Laws in the past decade have become more suitable to a faster growth in
this sector.
The commerce and industry ministry does not recognize consulting as
a separate sector.
The last 5 years have seen little growth in FDI into this sector.
Govt websites show $1 billion (1.2%) inflow into this sector from
2000 to 2012.
FDI allowed in Financial Consultancy 49%
The govt maintains that further FDI in this sector would cause regulatory
problems.

Closely Connected Sectors

Fastest growing sector- Information and Technology
CAGR : 25% (2000-13)
NASSCOM (National Association of Software and Services
Companies)
Revenues of 108$ million, 76$ million exports

Opportunities in IT
Service incorporating : Social, Mobility, Analytics and Cloud (SMAC)
High growth rate, Relatively less understood

Different Areas in Information and Technology

Hardware
Software and ERAD
Business Process Management
IT Services

Government regulatory bodies and Industry

Associations
The Associated Chambers of Commerce and Industry of India ASSOCHAM
Rs 22,000 Cr Industry (2013) : Consulting in India

Public Sector Consulting:

Gujarat govt.: Market Demand Assessment (Rs. 78000Cr Guj. Int. Tech. City)

Drivers of Indian Consulting:

Post Independence: Indian Govt. invested in Core Industries and Infrastructure
Gave rise to the need for domain experts
Over the years: As the core industries matured; Consulting matured simultaneously
increasing its service offerings
Need for more specialty based services have risen

Sector wise division in India

Outsourcing Services
HR Consulting
Operations Consulting

Strategy Management
IT Consulting

Pros and Cons of Indian Consulting

Pros

Cons

Professional
competence
Low Cost structure
Diverse Capabilities
High Adaptability
Quick Learning
capability of Indian
Consultants

Low Quality
Assurance
Low equity base
Low Market
intelligence

COMPETITORS

COMPETITORS

TCSs Customer Intelligence and Insights

ATTRACT
NEW
CUSTOME
RS

GROW
THEIR
WALLET
SHARE

INCREASE
CUSTOME
R
RETENTIO
N

WHAT IS TCS Customer Intelligence &

Insights (CI&I) ?
Solution provides actionable insights
that help you get closer to your
customers.
Helps in improving their
experience.
Helps in increasing customer loyalty

WHAT
TCS
CI&I PROVIDES
What
TCSProvides
CI&I for Bank
ing & Financi
al Services
CI&I for Retai
l
CI&I for Com
munications

Enables banking and financial service providers

to become customer-centered enterprises and
make data-driven decisions that reduce
operating expenditure.

Helps retailers deliver more value to

empowered customers, redefine the shopping
experience and reduce operational costs.

Tailored for communication service providers,

provides the insights needed to deliver superior
customer experiences, monetize data and drive
operational efficiencies.

MARKETING OF TCS SERVICES

MARKETING OF TCS
ACQUISITIO
N

CAPTURI
NG
POTENTI
AL
CLIENTS

SPORNSORSHI
P

AWARDS AND
RECOGNITION

SPONSORSHIP
Asia CEO Awards
2015
22nd Asia-Pacific
Software Engineering
Conference
TCS Innovation
Forum, 2015 - Silicon
Valley
Oracle OpenWorld
2015
Consumer Goods
Sales & Marketing
Summit 2016
Storage Developer
Conference India
2015

Asia CEO Awards is the largest business award event in Philippines

The award category recognizes for-profit organizations in theASEAN region

TCS is a bronze sponsor of the 22nd Asia-Pacific Software Engineering

Conference (APSEC 2015)

Brings together related start-ups, VCs, academics from leading universities,

The event objective is to reimagine the business landscape with cutting-edge
technologies

Oracle annual conference that attracts more than 60,000 customers, partners,
business decision-makers and technologists from over 140 countries.

Themed around IT/Marketing Alliance and will bring sales, marketing, and IT
thought leaders together to explore and compare strategies for better aligning
themselves.

Specifically created to be the central platform for the storage development

community.
The audience for this conference comprises of professionals from the IT storage
development community

AWARDS AND RECOGNITION

TCS ranked among Forbes top 100 Most Innovative Companies

TCS Wins the Prestigious Make In India Awards for Excellence 2015

TCS wins CMO Asia Awards 2015 for Excellence in Digital Marketing &
Social Media

TCS in Asias Fab 50 Companies

TCS Wins 2014 M2M Evolution IoT Excellence Award

TCS partners with Intel to develop and deploy solutions on Intel IoT
Platform

Wins Best Telecom Software Award at Asian Telecom Leadership Awards 2014,
Dubai

ACQUISITION
CMC Limited
Phoenix Global
Solutions
Pearl Group
Financial Network
Services(FNS)
Citigroup Global
Services Limited
Computational
Research
Laboratories

Consulting and software company

CMC Limited has the credit of introducing computer applications at a mass
scale. Design and deployment of Indian Railways Reservation System

Acquire expertise in insurance-domain consulting.

Acquired life and pension outsourcing business from Pearl Group; Domain
knowledge of life and pension underwriting business.

Acquired core banking solution product (BANCS) and access to 116 customers
in 35 countries

TCS acquired key Banking and Financial Services (BFS) domain knowledge.

Acquire expertise in High Performance Computing (HPC) applications and

Cloud services

Services offered under Consulting

1. Business Change
1. Business Process and Change Management
2. Program Management
2. Business Technology
1. Business IT and Architecture
2. Cloud Advisory Services
3. IT Strategy
4. Service Integration and Management
3. Business Solutions
1. Capital Markets
2. Innovation Management Services
3. Merger & Acquisition Services

Business
Change
Business Change
Business Change partnering, strategy definitions
Focus on areas - M&A, Business model changes, Enterprise wide org restructuring,
Outsourcing, Offshoring, Cross functional improvement programs, Finance and
accounting transformation, Shared services, Business process improvement,
Financing and sourcing strategy
Claims on Improvement: Efficiency, profitability, agility to true competitive
advantage
1. Business Process and Change Management:
Bridging the gap aligning business objectives to process and system
Expertise business model and technological innovations
Services Strategy alignment, Organizational Change Management, Customer
Experience Management, BP Excellence, Business Analytics, Enterprise solutions
Offerings PI, Process Re-engineering, Lean Six Sigma, BPM and Business analysis

2. Program Management:
Program execution Planned business value through structured and integrated
approach, consistent and repeatable model
Improvements in consistency, efficiency
and lowers the risk of program failure
Solution benefits
i. Planned business benefits delivery
ii. Envisioned business transformation,
iii. Enhanced Organization capabilities
iv. Integrated business and IT strategies

Business Technology

Business Technology
1. Business and IT Architecture:
TCS advantage:
2. Focus from Strategy to Execution
3. Open Group Architecture Framework
4. Co Innovation Network and Labs, Academic alliances and IP Development
5. Domain centric reusable assets
6. Global footprint with local presence
Services offered:
7. Business Design and Improvement:
Enabling new capabilities or tweaking existing one
Business Architecture, BPMI, Information Architecture are the services
offered
Use of industry standard techniques and domain experts for continuous

2. Business Technology Enablement:

IT Roadmap and architecture definition strategy alignment
Business Innovations in Application Portfolio Management
Architecture program and governance definition
SOA strategy
Solution Benefits:
3. Aligning strategies to business processes helps in Investment decisions
4. Facilitates issue analysis, transformation planning
5. Enables BPI
6. Reduce maintenance cost and enable new capabilities
7. Simplifying IT and reduce risk
8. Use of new disruptive technology for planning adoption and deriving values

2. Cloud Advisory Services:

Cloud computing scalability, responsiveness and cost-efficient, high impact on
business users
requires transformation of current skill, process and technology
What TCS does:
1. Develop cloud computing strategy
2. Detailed cost-benefit analysis
3. Roadmap for enterprise-wide implementation
4. Enhanced agility, reduced TCO and maximum ROI
Client Challenges:
5. Balancing of fiscal realities of Current Vs Cloud infrastructure costs
6. Assess tech constraints and associated business requirements
7. Manage vulnerabilities
8. Availability of required skills and resources
9. Complex compliance requirements and government regulations
10.Build comprehensive migration strategy

TCS offerings:
1. Application Portfolio Analysis
2. Application remediation and optimization
3. Aligning Cloud initiatives with security strategy
4. Business cases along with Roadmaps, TCO and ROI analysis
5. Continuous monitoring by unified controls and security frameworks
6. Industry best practices and compliance
7. Incident and SLA management, Change configuration
8. Assess savings opportunities
Solution Benefits:
9. Identify best suited Computing form
10.Transition of apps to different vendors based on workload and cost
11.Define migration strategy/roadmap to improve IT mgmt. and governance
12.Identify security issues, Optimize IS costs
13.End-to-End vendor agnostic consulting

3. IT Strategy:
TCS Advantage:
Manage business and IT priorities by comprehensive set of methodologies, guidelines and
best practices.
Services offered:
1. IT Strategy Assessment and Roadmap
2. Cloud Strategy
3. IT Sourcing Strategy
4. IT Skills Assessment
5. Cost Optimization
6. IT Performance Metrics and Health Checks
Solution benefits:
7. Align IT objectives with business goals
8. Define org structure, accountability
9. Maximize value by IT assets
10.Measure IT performance
11.Governance mechanism for program success

4. Service Integration and Management:

TCS Advantage Industry wide experience, rich consultants, active participation in industry
forums
Collaboration across suppliers by comprehensive, scalable solutions
Use of leading SIAM tools providers e.g., Service Now, BMC,HP
Service offered:
1. Advisory services
2. Implementation services
3. Automation services
Solution Benefits:
1.Improved predictability and service availability
2.Increased efficiency and effectiveness
3.Robust governance and control
4.Effective risk tracking and monitoring
5.Aligned Business IT streams

Business
Solutions
Business Solutions
Services
Offered
1.Trade Management

1. Capital Markets:
TCS Advantage:
Help capital market adhere to regulations

2.Clearing and settlement

Gauge the impact of evolving trends on business

Improve operational efficiency Maximize return on investments
Identify new revenue growth areas

3.Risk management
4.Regulatory compliance and
Surveillance

5.Wealth and Asset management

Drive customer acquisition and retention
Optimize costs, improve process, reduce
turnaround times
Better manage increasing volumes and
frequency
Efficient and cost-effective compliance
Enhance org. competitiveness and agility

Solution Benefits

2. Innovation Management Services:

TCS Advantage:
1. Establish innovation engines for high performance and speed
2. TCSs practical experience as a recognized innovator
3. Leading techniques and tools
Services offered:
1. Innovation Management Advisory Services
2. Prototyping & Simulation Factory
3. Ideation Factory

3. Mergers and Acquisition Services:

TCS Advantage:
Realize M&A synergies with minimal risk
TCS tools, frameworks and methodologies
Streamline business models and IT and operational capabilities Unified Enterprise
Solutions offered:
1. Integration strategy & planning
2. Program/Project Office Design, Plan, Execute, Implement and Run
3. Integration of multiple vendor work streams
4. Change management (business, operations & technology) and synergy realization
5. Technology & operation target operating models design & implementation
Solution benefits:
1. Reduce business risk and minimize impact
2. Identify and address potential integration issues
3. Reduce integration costs
4. Improve executive capacity to focus on business operations

THANK
YOU