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Branding IT Services


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The presentation provides a brief overview of 'How to" conceive and implement a Branding Initiative for IT services providers. It highlights the constituencies that need to be impacted as well as the ROI

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Branding IT Services

  1. 1. Branding IT Services Harsh Muthal Biz Mantra Inc 2014
  2. 2. Please Note Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior permission of Biz Mantra Inc Harsh Muthal Biz Mantra Inc - Confidential
  3. 3. OVERVIEW Business Drivers Branding Framework Competitive Analysis Biz Mantra Inc - Confidential Branding ROI
  4. 4. Section 1 BUSINESS DRIVERS Biz Mantra Inc - Confidential
  5. 5. BUSINESS DRIVERS Why is branding necessary? • In the generic market place, Branding provides a leverage for price points and customer acquisition • Branding enables a firm a Significant and Competitive Differentiation • Branding can drive internal functional alignment in organizational processes and accelerate movement of the organizational image up the value chain • Branding needs to reflect the organizational position in relation to the organizational operating model • Soft factors of Branding need more attention than the Hard factors of Branding • Branding enables creation of perception ahead of reality KEY REASONS Biz Mantra Inc - Confidential
  6. 6. Section 2 BRANDING FRAMEWORK Biz Mantra Inc - Confidential
  7. 7. Brand Building Framework Key Constituencies Customer Investor (Customer, JVs, Alliances) (Investor, Industry / Investor Analyst) Corp Communications Society Employees (Government, Media, Society, Associations) (Existing, Prospective) Biz Mantra Inc - Confidential
  8. 8. Brand Building Framework Messaging Fundamentals Brand Brand Personality Promise Marketing & Corp Communications Brand Brand Attributes Colors Biz Mantra Inc - Confidential
  9. 9. Branding Messaging – key concepts • Professional IT services company o Process maturity o Matured alliances o Thought Leadership in domain & technology • Global image o Global delivery model, o Multinational Employment o Local employees in customer facing roles Biz Mantra Inc - Confidential
  10. 10. To better understand the branding development and implementation approaches Contact the author Harsh Muthal • Branding of IT Services – – – – – – Principle Elements Formulating Principle Execution Principle Metrics and Measurement Examples Organizational Rollout Biz Mantra Inc - Confidential
  11. 11. Section 3 COMPETITIVE ANALYSIS Biz Mantra Inc - Confidential
  12. 12. COMPETITVE ANALYSIS - Visibility India Inc. Marketing Progress Report Local Leading Companies Press Release / Media Reports FY14 FY14 Q1 Events Conducted FY13 FY14 Q1 Competitor Competitor Competitor Competitor Competitor Source: Market Research Biz Mantra Inc - Confidential Reporting Frequency in leading dailies/magazines (Since Jan’13) Generic Mention Specific Mention Quotes by Mgmt Total
  13. 13. Competitive Positioning – Industry Analyst Assessment Corporate Strengths Corporate Weaknesses Geographical Reach Vertical Strength Competition 1. High Customer Satisfaction 2. Relationship Management – transparency & intimacy 1. Narrow range of SOs 2. Late entry into the ERP space 1. Limited in non-USA regions 1. None specific Competition 1. Ability to form JVs and Partnerships 2. Strong expertise in product development services 1. Ability to grow direct user business 2. Less experience in relationship management 1. Limited in non-USA regions 1. None specific Competition 1. Excellent Relationship Management skills 2. Superior brand 1. Concentration of business in ADS and AMS 2. Downsides of rapid growth 1. Limited in non-USA regions 1. Banking 2. Retail Competition 1. Excellent skills across the IT spectrum 2. First choice for clients in Auto and Telecom space 1. Trailing leaders in relationship management 2. Downsides of strategic partnership with leading Sis – EDS, CSC, IBM etc. 1. Superior to all vendors excepting 1. Financial Services 2. Insurance 3. Healthcare Competition 1. Strong blue-chip client base 2. Ability to provide end-toend services 3. Size of operations 1. Poor relationship management skills 2. Lack of transparency in company financials 1. Best among Indian vendors 1. Financial Services 2. Retail Competition 1. Strong brand, impressive size and breadth of capability 2. Successful acquisitions 1. Weak relationship management skills 1. Limited in non-USA regions 1. Many verticals Biz Mantra Inc - Confidential
  14. 14. Section 4 BRANDING ROI Biz Mantra Inc - Confidential
  15. 15. Branding ROI Metrics and Measurement Framework HARD FACTORS • Lead Generation • Market Capitalization • Revenue & Profitability • Customer Relationship • % Market Share Gain • Associate Retention Employee Intimacy Customer Intimacy Investor Relationships SOFT FACTORS Biz Mantra Inc - Confidential Society Intimacy
  16. 16. To better understand the branding development and implementation approaches Contact the author Harsh Muthal • Branding of IT Services – – – – – – Principle Elements Formulating Principle Execution Principle Metrics and Measurement Examples Organizational Rollout Biz Mantra Inc - Confidential
  17. 17. Harsh Muthal Harsh Muthal is a Founder and Managing Partner of Biz Mantra Inc, a boutique management consulting firm . He is also the Chairman and Co-founder at Spektrum Innovative Ventures, an advisory firm with interest in incubating innovative Software and Big Data products. He is an Executive Adviser at Blackmore Partners, a Chicago based Private Equity firm, where he supports acquisitions and management in the IT and Technology Industry Sectors. Harsh is recognized in the industry as an entrepreneurial and competent business manager who has led corporations aggressively towards growth and profitability. He has global General Management and Sales experience. He has worked with corporations like UniLever, IBM and Motorola in Asia, UK and USA at senior executive positions. Earlier in his career, Harsh founded Meadowood Global, a privately owned and funded firm which specialized in outsourcing and global sourcing advisory and consulted with name brand corporations like GE, AT&T, Motorola, NYLife, Met Life, Reliance etc. He managed the firm as a founder CEO and took it to successful acquisition after five years of growth. Harsh is a prolific 'Rain Maker'. He has spent over two decades in selling IT and Technology services and has developed and patented his own methodologies for aggressive sales performance enhancement. Harsh has a long history in the field of 'Business Strategy'. Organization like Reliance, Accenture, IADB, Motorola, Softtek, have consulted with him in this area. His work at Reliance on a ten year strategy road-map earned him admiration from fellow professionals as well as notable mentions in financial publications. In his consulting practice, Harsh focuses on, Sales & Marketing, Business and Financial Turnaround Strategies and Executive Coaching at the 'C and VP' levels 17