Group 2 Marketing Presentation.

1. Consulting deck by authors for ‘s internal/report reference only
By: IIMU PGD-WEx
Authors:
Ajay Anand Shukla – 2314003
Jigyasa Dashora – 2314022
Nitin Kapoor – 2314032
Rahatul Ashafeen - 2314036
2/11/24 1
Marketing Strategy for
Indian Market Expansion

2. Consulting deck by authors for ‘s internal/report reference only
Table of content
Our Understanding of WalkMe
Presentation Facts
Market Analysis – 5Cs
Market Segments
Target Market Segment
Brand Positioning
Marketing Mix – 4Ps
2/11/24 2

3. Consulting deck by authors for ‘s internal/report reference only
• SaaS Based - Digital Adoption Platform
• DAP overlay on web, desktop and mobile applications to:
• engages, guides, governs & automates user interactions, when and where they need it
• Known for:
• Industry-Leading Solution
• Advanced AI and User Analytics
• No-Code and Quick Deployment
• Established reputation and global presence
• Revenue - ~US$ 262 million
• Employee Strength - ~1,100
• Crown Global Alliance Partners: Deloitte
• KPMG
• PwC
• EY
• SAP
• Oracle
Our Understanding of WalkMe

4. Consulting deck by authors for ‘s internal/report reference only
• What’s Next?
• Indian Marketplace
• How to continue success?
• Apply similar global trends or something new is required?
• Should WalkMe launch with Big-Bang or start with Soft-Launch and then Expand?
• Do customers know that they need and want?
• What’s the current technology adoption phase in India?
Our Understanding of WalkMe

5. Consulting deck by authors for ‘s internal/report reference only
Market Analysis – 5Cs (1/2)
2000+ customers
experiencing
benefit
B2B companies
with avg. 25K
employees
deployed WalkMe
on 50+ apps
B2C companies
deploy WalkMe for
~200K monthly
avg. users
Strengths
• Innovative
Technology
• Comprehensive
Platform
• Established
Reputation
Weakness
• Cost
• Learning Curve
Opportunity
• Global expansion
specially India
• Integration
Partnership
Threats
• Competitive
landscape
• Rapid technology
change
Company
Understanding Customer Needs
Key problems for B2B and B2C
• Resistance to change
• Lack of training & guidance
• Underutilization of features
Evolving customer want/ needs for DAP
Customer

6. Consulting deck by authors for ‘s internal/report reference only
Market Analysis – 5Cs (2/2)
Competition
Direct
Competitors –
Whatfix,
Userlane, Pendo,
Appcues
Indirect Competitors –
Learning Management
System (LMS), Content
Management System
(CMS), User Analytics
and Feedback tools
Competitor Strength
• Innovative Feature
• User Centric Focus
Competitor Weakness
• Brand Recognition
• Scope limitations
Competitor
Opportunity
• Niche Markets
• Strategic Partnership
Threats
• Intense Competition
• Technological changes
IT Consulting Firms
Digital Marketing Agencies
Enterprise Software Providers
E-Learning Platforms
Business Process
Outsourcing Companies
(BPO)
Collaborator
Political Factors
Economic Factor
Social Factor
Technological Factors
Legal Factors
Environmental
Factors
Context

7. Consulting deck by authors for ‘s internal/report reference only
Market Segment
Business to
Business
(B2B)
Business to
Customer
(B2C)
Information
Technology
26%
BFSI
20%
Manufacturing
12%
Pharmaceuticals
8%
Consumer Product & Retail
7%
Government & Public
Sector
5%
Energy Utility
4%
Telecom
2%
Others
16%
Media &
Entertainment
Education & Training
25%
Health & Fitness
20%
E-Commerce
17%

8. Consulting deck by authors for ‘s internal/report reference only
Adoption Stages
For B2B market, IT & BFSI industries are moving from Early Adopters to Early Majority. Where else other industries are still
at Innovator and Early Adopters.

9. Consulting deck by authors for ‘s internal/report reference only
Target Market Segment
WalkMe
Target
Market
Digital adoption on rise
High usage of enterprise
application
Tailored solutions for every
enterprise application due to
different technical know-how
F
A
C
T
O
R
S
Business to
Business
(B2B)
Enterprise software
application – Market
share 68%
Enterprise Software
application - Expected
growth rate30-
40%
Large and mid-size
company adoption rate -
~40%
K
e
y
F
a
c
t
s
f
o
r
B
2
B
s
e
l
e
c
t
i
o
n

10. Consulting deck by authors for ‘s internal/report reference only
B2B – Top 10 Customers India
Rank Company Revenue ($B) #Employees
1 Tata Consultancy Services 24 600,000
2 Infosys 15 336,294
3 HCL 13 225,944
4 Wipro 12 240,000
5 Tech Mahindra 6 152,400
6 LTI Mindtree 3 82,000
7 Mphasis 2 29,473
8 Persistent 1 22,500
9 Coforge Limited 0.81 21,815
10 Oracle FIn Service 0.67 8,001
Rank Company
Revenue
($B)
#Employees
1 BYJU’s 0.28 24,780
2 Physics Wallah 0.10 10,000
3 upGrad 0.08 3,000+
4 Simplilearn 0.06 1,000
5 UnacadeWalkMe 0.05 350+
6 Vedantu 0.02 3,300
7 Adda247 0.02 300
8 Toppr 0.01 1000
9 Career360 - 200
10 iQuanta - 790+
Rank Company
Revenue
($B)
1 LIC India 91
2 State Bank of India 51
3 HDFC Ltd. 21
4 ICICI Bank Ltd. 20
5 Axis Bank Ltd. 11
6 Punjab National Bank 11
7 Bank of Baroda 11
8 Kotak Mahindra Bank 7
9 IndusInd Bank 5
10 Bajaj Finance Ltd. 4
Information Technology Companies Ed-Tech Companies
BFSI Companies

11. Consulting deck by authors for ‘s internal/report reference only
Know your Customer
Gain Creation
Can WalkMe solution make customer work easier? Yes
Can it fulfil a desire customers dream about? Yes
Can it provide better performance? Yes
Pain Relivers
Can WalkMe solution produce savings? Yes
Can WalkMe solution remove negative social consequences? No
Can it eradicate common customer mistakes? Yes
Walkme Gain Creation and Pain Relivers

12. Consulting deck by authors for ‘s internal/report reference only
Know your Customer
Gain Creation
Which savings make your customers happy?
Add on cost incurred in absence of DAP such as
Training, support cost, cost due to errors, lack of
productivity.
What would make your customer’s job easier?
Customer end users become self-sufficient to perform any
business task
What do customers consider to be ideal?
End users satisfied with digital tool and achieve the
required task
Pain Relivers
What makes your customers feel bad?
When invested digital platforms are not fully utilised &
expected ROI is also low
What are the main difficulties and challenges that
your customers face?
Due to large number of users, trainings are continuously
required, also business governance process is difficult to
follow.
What common mistakes do your customers make?
More dependent on manual process and less investment
on Digital platforms
Customer Job
What emotional needs are customers trying to satisfy?
To minimize the frustration risk and enhance employee’s
vitality
What would help customers to achieve this key job?
Real time support & guidance to enhance the user
experience. 100% business compliance
What functional problems are they trying to solve? End user’s Operational & Administrative related
Customer Gain Creation, Pain Relivers and Job

13. Consulting deck by authors for ‘s internal/report reference only
Brand Positioning
1
Training,
Onboarding and
Change Management.
2
Support Calls,
Help Desk Tickets and
Phoning a friend.
Process Adoption,
Compliance and
Data Quality.
3
Change Support Compliance
Objective time-based KPI s Audited quality-based KPI s
4
Effectiveness, Efficiency and
Automation.
5
User Satisfaction and Retention.
Productivity Satisfaction
Objective time, use and output
based KPIs
Sentiment KPIs
Data driven decisions from
application usageanalytics.
6
Analytics

14. Consulting deck by authors for ‘s internal/report reference only
Value proposition with Sample Communication
Enhanced User: Centric
Engagement:
“By prioritizing user-
centric design and
interaction, WalkMe
fosters deeper
engagement and
satisfaction among end-
users.”
Cost-Efficient Operations:“WalkMe's
solutions contribute to cost-efficient
operations by streamlining
workflows, minimizing user errors,
and maximizing resource utilization.”
Data-Driven Insights:
“Leveraging advanced
analytics and data-driven
insights, WalkMe enables
enterprises to make informed
decisions and optimize their
digital strategies.”
Strategic Business Impact (CORE value):
“WalkMe empowers enterprises to achieve strategic business objectives by
maximizing the efficiency and effectiveness of their digital assets.”
Proactive Support and Learning:
“WalkMe provides proactive
support and learning
opportunities, empowering users
to troubleshoot independently
and continuously improve their
digital skills.”
Reduced Support Costs:
“WalkMe reduces the burden on
support teams by proactively
addressing user queries and issues
through its intuitive guidance and
support features.”
Efficient Onboarding and
Adoption:
“WalkMe streamlines the
onboarding process for users,
ensuring swift adoption of
new technologies and
platforms.”

15. Consulting deck by authors for ‘s internal/report reference only
Marketing Mix – 4Ps
Product
&
Service
Current Global Scenario
Bundled Core and Secondary
Services
Indian Market Scenario
To boost adoption,
customization of products
and services
A tailored product-service
synergy, coupled with
strategic collaborations with
consultancy firms
Place
Current Global Scenario
Leverage online platforms
for distribution, partnering
with leading tech
marketplaces
Indian Market Scenario
Dual-channel strategy is
recommended.
While online platforms such
as tech marketplaces remain
crucial, a physical channel
through tie-ups with tech
retailers is essential,
especially in regions with
limited online accessibility.
Promotion
Current Global Scenario
Digital marketing campaigns
utilizing Google AdWords,
social media and industry
events
Indian Market Scenario
A nuanced approach is
necessary due to diverse
demographics.
Tailoring promotions to
resonate with local culture
and languages is crucial.
Collaboration with local tech
giants is essential along with
social media
Price
Current Global Scenario
DAP pricing globally often
involves tiered models,
offering different levels of
functionality based on
subscription levels.
Indian Market Scenario
Adopting a tiered pricing
model with affordable entry-
level plans for small and
medium enterprises
Providing flexible payment
options, including monthly
and yearly subscriptions, and
offering free trials or
freemium versions

16. Consulting deck by authors for ‘s internal/report reference only
2/10/24 16
Q&A

17. Consulting deck by authors for ‘s internal/report reference only
THANK YOU!
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