Brand HCL The journey from 2005 to 2010
Phase I FEARless brand campaign - Activities - - <ul><li>Advertisements in leading newspapers – April- August 2005 – stand...
Phase II 0 & 1 Campaign - Objective <ul><li>Generate high salience about HCL’s multifaceted technology width </li></ul><ul...
Phase II 0 & 1 Campaign - Activities - - TV Advertisements – 4 creatives AEROSPACE BANKING BPO LIFE SCIENCES
- - Other media like Print, Internet and Outdoor
Phase III Technology that touches lives – Objectives <ul><li>To present the width of HCL’s operations </li></ul><ul><li>Fo...
Phase III Technology that touches lives  <ul><li>TV led media campaign - May 07 to April 08 </li></ul>- -
Phase III Technology that touches lives - Feedback - -
Phase IV Technology that touches lives – Campaign 2 <ul><li>TV led media campaign – April 08 onwards </li></ul><ul><li>Con...
- - Technology that touches lives
Top Of Mind Awareness  across 8 rounds of research 1st 2nd 3rd Jul-Aug 05 Feb-Apr06 Nov-Dec 06 June-July 07 JFM-08 July-Au...
Spontaneous Awareness –  across 8 rounds of research 1st 2nd 3rd Jul-Aug 05 Feb-Apr06 Nov-Dec 06 June-July 07 JFM-08 July-...
Phase IV  Technology that touches lives – Campaign 3 <ul><li>TV led media campaign launched June 2010 onwards  </li></ul><...
- - Refreshes the previous campaign by taking fresh examples across diverse  fields Showcases multiple situations in Mr Ba...
Focus on New Media  <ul><li>Facebook  </li></ul>- - The T3L Part III video featured in Top 100 in 2 hrs to Top 50 in 4 hou...
The evolution of  Mobile Excitement
HCL-IMRB Survey  <ul><li>Capturing the preferences of today’s Indian customer </li></ul><ul><li>Three target segments i.e....
The Findings <ul><li>Youth of Today </li></ul><ul><li>Highly individualistic –  </li></ul><ul><li>Its all about I! </li></...
ME Launch:  Launch of new & Vibrant brand positioning “ME” targeting youth considering their mobile and individualistic li...
The launch of Mobile Excitement A breakthrough ad campaign in the form of a film trailer, in line with the aspirations of ...
Feature Led Campaign Creating waves over the internet
Ranked amongst the Top Brands of the country
HCL – No longer just a brand… - - HCL Awarded  Superbrand  Status
Rising to the top, while maintaining a customer focus - - HCL Ranked  Brand Equity’s  Most Trusted Indian  IT Brand
A Journey of Transformation  CIO TO CEO
Support Vs. Strategic Reactive Vs. Proactive Lack of customer orientation Relative Young practice Lack of formal accredita...
CEO Role diversity – a Chimera or reality? Role diversity that exists for a CIO “ It has the customers, namely the company...
<ul><li>1. Most CFO’s vision spans the functioning of the entire enterprise. CIOs have a huge operational experience as we...
Evolution of the CIO’s Role Technical Business Reactive Initiative Proactive 1970 1980 1990 2000 2005 2010
Is there a glass ceiling? 1 2 3 4
Making Transition possible <ul><li>Clearly, the challenge for CIOs aspiring to higher offices is identifying behaviors tha...
Leadership Style <ul><li>CXOs have  highly participative  &  social leadership  style </li></ul><ul><li>Under no pressure,...
Thinking Style ** Star CEOs,CFOs & CIOs score almost same on critical parameters of Leadership style.( Source: Korn/ Ferry...
Emotional competencies ** Star CEO,CFO & CIO score almost same on critical parameters of Leadership style.( Source: Korn/ ...
The other side of the Coin
Crossing the Bridge: CIO TO CEO
Was CIO at Became… Was CIO at Became… Compaq 1998-1999 CEO  Compaq   1999-2002 Chairman and CEO  WorldCom  2002-2006 Mike ...
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Transcending CXO Boundaries, By Ajai Chowdhry, Founder HCL , Chairman HCL lnfosystems

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  • HCL continues to hold the leading position in first mentions…that it had gained last time…following next are IBM and then HP and Infosys New brands like Acer, LG are making also their presence felt with some mentions
  • Transcending CXO Boundaries, By Ajai Chowdhry, Founder HCL , Chairman HCL lnfosystems

    1. 1. Brand HCL The journey from 2005 to 2010
    2. 2. Phase I FEARless brand campaign - Activities - - <ul><li>Advertisements in leading newspapers – April- August 2005 – standardization and Logo clean up </li></ul><ul><li>Migration to a single @hcl.in ID for all the employees of HCL </li></ul><ul><li>Launch of Enterprise portal </li></ul>www.hcl.in
    3. 3. Phase II 0 & 1 Campaign - Objective <ul><li>Generate high salience about HCL’s multifaceted technology width </li></ul><ul><ul><li>Thus, build the size and stature of HCL </li></ul></ul><ul><li>Activities </li></ul><ul><ul><li>TV lead multi-media campaign </li></ul></ul><ul><ul><ul><li>“ Not just the big computer company” </li></ul></ul></ul><ul><ul><ul><li>Introducing 0 & 1, HCL’s brand ambassadors </li></ul></ul></ul><ul><ul><ul><li>Via latest technology examples – aerospace, lifesciences, banking and BPO </li></ul></ul></ul><ul><li>Continued efforts on brand standardization, PR, Influencer Relationships </li></ul>- -
    4. 4. Phase II 0 & 1 Campaign - Activities - - TV Advertisements – 4 creatives AEROSPACE BANKING BPO LIFE SCIENCES
    5. 5. - - Other media like Print, Internet and Outdoor
    6. 6. Phase III Technology that touches lives – Objectives <ul><li>To present the width of HCL’s operations </li></ul><ul><li>Focus on strong youth/ emotional connect </li></ul>- -
    7. 7. Phase III Technology that touches lives <ul><li>TV led media campaign - May 07 to April 08 </li></ul>- -
    8. 8. Phase III Technology that touches lives - Feedback - -
    9. 9. Phase IV Technology that touches lives – Campaign 2 <ul><li>TV led media campaign – April 08 onwards </li></ul><ul><li>Continues to present the technology width of HCL from the previous campaign </li></ul><ul><li>Moving Forward: Refreshes the previous campaign by taking fresh examples across diverse fields </li></ul><ul><li>Focus on a strong youth/emotional connect </li></ul>- -
    10. 10. - - Technology that touches lives
    11. 11. Top Of Mind Awareness across 8 rounds of research 1st 2nd 3rd Jul-Aug 05 Feb-Apr06 Nov-Dec 06 June-July 07 JFM-08 July-Aug 08 Nov-Dec ‘08 Aug–Sep ‘09 Research duration
    12. 12. Spontaneous Awareness – across 8 rounds of research 1st 2nd 3rd Jul-Aug 05 Feb-Apr06 Nov-Dec 06 June-July 07 JFM-08 July-Aug 08 Nov-Dec ‘08 Aug–Sep ‘09 Research duration
    13. 13. Phase IV Technology that touches lives – Campaign 3 <ul><li>TV led media campaign launched June 2010 onwards </li></ul><ul><li>Continues to ride on the success of  “Technology that Touches Lives”  </li></ul>- -
    14. 14. - - Refreshes the previous campaign by taking fresh examples across diverse fields Showcases multiple situations in Mr Banker’s day resolved by a friendly HCL employee Technology that Touches Lives - Part 3 (60 Seconder)
    15. 15. Focus on New Media <ul><li>Facebook </li></ul>- - The T3L Part III video featured in Top 100 in 2 hrs to Top 50 in 4 hours just after launch on June 10, 2010 #45 - Most Viewed (Week of 14 June) - Directors - India YouTube
    16. 16. The evolution of Mobile Excitement
    17. 17. HCL-IMRB Survey <ul><li>Capturing the preferences of today’s Indian customer </li></ul><ul><li>Three target segments i.e. students, young executives & mid-level executives </li></ul><ul><li>Across 9 cities - 5 metro and 4 large towns. </li></ul><ul><li>Covering more than 3000 respondents across five segments. </li></ul>
    18. 18. The Findings <ul><li>Youth of Today </li></ul><ul><li>Highly individualistic – </li></ul><ul><li>Its all about I! </li></ul><ul><li>Craving for excitement </li></ul><ul><li>Always on the move </li></ul>
    19. 19. ME Launch: Launch of new & Vibrant brand positioning “ME” targeting youth considering their mobile and individualistic lifestyle. “ ME” - Mobile Excitement For You Mobile Excitement for You Erase for ME Secure ME Lock ME Split ME Encrypt ME World’s First “Service built into the Product”
    20. 20. The launch of Mobile Excitement A breakthrough ad campaign in the form of a film trailer, in line with the aspirations of the youth of today who want excitement on the go. Run across 500+ multiplexes across country .
    21. 21. Feature Led Campaign Creating waves over the internet
    22. 22. Ranked amongst the Top Brands of the country
    23. 23. HCL – No longer just a brand… - - HCL Awarded Superbrand Status
    24. 24. Rising to the top, while maintaining a customer focus - - HCL Ranked Brand Equity’s Most Trusted Indian IT Brand
    25. 25. A Journey of Transformation CIO TO CEO
    26. 26. Support Vs. Strategic Reactive Vs. Proactive Lack of customer orientation Relative Young practice Lack of formal accreditation IT as IT Vs. IT in Business term Power of Sales & Profit- Traditional Leadership Business Transformation Competitive marketplace Business dependency on Technology Broadest perspective of Business Not willing to relinquish the technology heritage Current state, Role perception & Choice Role perceived by others CIO as a change agent Future Choice Is it a self denial ? Huge satisfaction Vs. taking leap into the unknown Is it a problem of understanding of his role as a CEO ?
    27. 27. CEO Role diversity – a Chimera or reality? Role diversity that exists for a CIO “ It has the customers, namely the company's business units. It has accountability for creating share holder value - through best in class processes and making sure every single deviation is getting noticed. Contributing ideas and innovation, just as everyone else does. Cutting costs and reducing risks. IT has to have strategy, finance, people and operating plans, like all other businesses and components of an enterprise. It almost runs like a company” – Allan Lorren ex-CIO Cigna, Apple computers & then CEO of Galileo and Dun & Bradstreet
    28. 28. <ul><li>1. Most CFO’s vision spans the functioning of the entire enterprise. CIOs have a huge operational experience as well. </li></ul><ul><li>2. Most CFO’s are immersed in the business to improve on multiple factors such as margins, profitability, investor relationships etc. </li></ul><ul><ul><li>In contrast, the CIO is primarily focused on improving customer service, product delivery, controls and so on. </li></ul></ul><ul><li>3. Many CFOs become CEOs , but it is not a natural jump for a CIO </li></ul>CIO/CFO - Differences & similarities
    29. 29. Evolution of the CIO’s Role Technical Business Reactive Initiative Proactive 1970 1980 1990 2000 2005 2010
    30. 30. Is there a glass ceiling? 1 2 3 4
    31. 31. Making Transition possible <ul><li>Clearly, the challenge for CIOs aspiring to higher offices is identifying behaviors that are likely to boost their careers and then diligently cultivating these behaviors over time </li></ul><ul><li>The good news is that successful CIOs can become successful CEOs </li></ul><ul><li>An extra effort is required to grow beyond the traditional CIO mindset and to embrace the behavioral styles of traditional CEOs </li></ul><ul><li>Next few slides provide a brief overview of observable behavioral differences between CIOs, CEOs and COOs. </li></ul><ul><li>In addition to describing the behavioral skills that we believe are critical to success, it offers specific behaviors required for promotion to the most senior executive posts in an organization </li></ul>
    32. 32. Leadership Style <ul><li>CXOs have highly participative & social leadership style </li></ul><ul><li>Under no pressure, CXOs are inquisitive & relaxed </li></ul><ul><li>They continuously seek information as means of evaluating alternative solutions </li></ul><ul><li>Under pressure they adopt a “trial and error” approach to problem resolution </li></ul><ul><li>They take decisions that are sensitive to “immediate social dynamics” of a situation </li></ul><ul><li>CXOs switch under pressure to an inquisitive leadership style </li></ul><ul><li>CXO’s multifocus style helps them to adapt & meet others on their terms </li></ul><ul><li>CXOs are natural at developing quick social relationships </li></ul><ul><li>CXOs have an open leadership style that becomes increasingly important with seniority </li></ul>** Star CEOs, CFOs & CIOs score almost same on critical parameters of Leadership style.( Source: Korn/ Ferry International)
    33. 33. Thinking Style ** Star CEOs,CFOs & CIOs score almost same on critical parameters of Leadership style.( Source: Korn/ Ferry International) <ul><li>Thinking style of CIOs differs in some ways from that of CEOs/CFOs </li></ul><ul><li>CIOs are by custom & training analytical and more adaptable than CEOs/CFOs </li></ul><ul><li>CIO’s environment requires solving complex and creative problems </li></ul><ul><li>CEOs/CFOs are governed by ‘call to action’ </li></ul>Action Focused
    34. 34. Emotional competencies ** Star CEO,CFO & CIO score almost same on critical parameters of Leadership style.( Source: Korn/ Ferry International) <ul><li>CXO’s share a similar profile of emotional competencies </li></ul><ul><li>CIOs vs. CEOs/CFOs tend to have a low degree of tolerance for ambiguity [ 0 or 1] </li></ul><ul><li>CIOs on an average demonstrate less self confidence </li></ul><ul><li>CIOs need to have ambition and self assurance </li></ul><ul><li>On all other factors CXOs demonstrate similar scores </li></ul>
    35. 35. The other side of the Coin
    36. 36. Crossing the Bridge: CIO TO CEO
    37. 37. Was CIO at Became… Was CIO at Became… Compaq 1998-1999 CEO Compaq 1999-2002 Chairman and CEO WorldCom 2002-2006 Mike Capellas Schneider National 1996-1999 CEO Schneider National 1999-2007 Chris Lofgren Was CIO at Became… Was CIO at Became… The Reincarnated CIO President TD Ameritrade Client Group 2006-Present TD Ameritrade 2003-2005 Asiff Hirji CEO Iomega 2006 – Present Procter & Gamble 2000-2006 Stephen David

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