INFOSYS

About Infosys

Let us now take a deeper look at the products and services offered by the company.

Infosys Product Portfolio-

Infosys Ltd is a global technology IT services firm. The company provides end-to-end
business solutions for their clients, such as:
 Technical consulting
 Design
 Development
 Product engineering
 Maintenance
 Systems integration
 Package-enabled consulting
 Implementation and infrastructure management services
Infosys also offers software products to the banking industry. They have developed
‘Finacle’, a universal banking solution for large and medium-sized banks.
Infosys BPM is a majority-owned business process management subsidiary of Infosys
set up in April 2002, that provides business process management services like:
 Finance and Accounting
 Offsite customer relationship management
 Administration and sales order processing
Now that we understand the company’s business, let us discuss their marketing mix.

 The service marketing mix is a combination of the different elements that companies
use to communicate their organizational and brand message to customers. The mix
consists of the Seven Ps i.e. Product, Pricing, Place, Promotion, People, Physical
Evidence and Process. It is the key foundation on which most modern marketing
strategies and business activities are based. We shall now decode the Marketing Mix
of Infosys. 
  Product Strategy

The product strategy of Infosys is to provide business and consulting solutions to

various industries like pharmacy, insurance, mass media, transport services, retail,
manufacturing, banking, defence, energy, etc. Also, it exercises data for these
companies and cultivates software that is based on the needs of the business.
Infosys provides corporate governance data as well, analytics like sentiment analysis
of different companies to see how consumers are reacting to their products.

 Pricing Strategy

Infosys has diverse service and solutions offerings and the pricing is dependent on
factors like client, geography, industry, forex and the solutions sought by the
companies.
Infosys enjoys the benefit of lower labor costs in India with a high skill set. The
company capitalised on the increasing volume of engineers in the 2000s and hired
cheap, high-skilled labour.
The main aim of Infosys is to enter into more and more diverse industries. Therefore,
it follows a penetration pricing strategy, which means that it offers services at a low
price while ensuring the precision and quality of services.

 Place & Distribution Strategy

Infosys has a presence in over 50 countries and has more than 1000+ strong global
clients. It is the largest IT company in India and is present in the United States and
Europe as well. Besides that, the company has offices in China, Germany, Sweden,
Australia and Belgium. Infosys also has training and development centres in many
other locations. Their scale of operations is worldwide. In fact, it is the biggest
employer of H-1B visa holders in the USA.

 Promotion Strategy

Infosys regularly organises and conducts promotional activities that build interest and
maintain goodwill at the same time. The company has undertaken various academic
initiatives which provide opportunities for employees to manage working and learning
together by company-sponsored trips, case studies, speaker sessions, etc. An initiative
called Infosys Foundation which caters to the green aspect of the company has been
underway leading to Infosys becoming the one of top twenty green companies.
Infosys also hands out an accolade called the Infosys Prize to a scientist, engineer,
researcher, etc. from India, a corpus of rupees sixty-five lacs, a certification and a
golden medallion. Infosys has brand awareness in the field of software, BPO, KPO,
etc.
 People
Infosys is one of the top recruiters in India in the IT and consulting sector. Employees
are required to possess competencies like advisory skills, communication skills,
management skills, technical language skills, etc. Infosys employs 200,000 employees
that serve globally.

 Physical Evidence
The company has 82 sales and marketing offices and 123 development centres across
the world as of 31 March 2020, with major presence in India, United States, China,
Australia, Japan, Middle East and Europe.
In 2019, 60%, 24%, and 3% of its revenues were generated from projects in North
America, Europe, and India, respectively. The remaining 13% of revenues were
derived from the rest of the world.
 Process
Infosys is involved in software development tailored to the needs of the client, ISP
providers, interactive data access, analytics and online database management. At
Infosys, there are units like BPOs and LPOs, etc, where clients are divided based on
their functional needs. Zero Distance is a framework followed at Infosys which stands
for eliminating all gaps between the client, his needs and the employee working on it.
So that the processes are faster, more apt and streamlined to client needs. This leads to
increased customer satisfaction. Infosys is perceived to be a company that hires and
values only performers.
Now that we’ve thoroughly understood the company’s diverse offerings and
functions, let’s see how it fares next to its competitors.
 
Infosys Competitors Analysis
The Indian IT sector employs more than 40 lakh people and is a $150+ billion
industry. Some of the best Indian IT companies are part of the top software companies
world over. Infosys is one of the top Indian IT companies and its main competitors are
Tata Consultancy Services, Wipro Technologies, HCL Technologies and Tech
Mahindra.
 TCS is perceived as one of Infosys’s biggest rivals. TCS has become the first Indian
IT company to have a market capitalization of 100 billion dollars. It generates 163%
of Infosys’ revenue. The company is the largest IT recruiter in India consistently over
the last decade.
 Wipro has several key focus areas like machine learning, data sciences and analytics
and is currently investing heavily in blockchain technologies. It has been a top
performer and hence it is among the top IT companies in India. The company was
recognized as one of the most ethical companies in the world in 2017.
 Compared to Infosys, HCL generates $3.2B less revenue. The company practices a
culture of maintaining relationships beyond the contract with their clients. The
company is renowned for its ability to deliver high value to its clients’ business.
 Tech Mahindra is a part of the Mahindra group, which is one of the most reputed
organizations in India. Their core strength lies in technologies fulfilling customer
requirements to the fullest, omni-channel distribution and smart solutions in various
sectors using AI and machine learning.
Infosys’ biggest competitor is visibly TCS. They need to work on building more cost-
effective competitive advantages in order to retain their clients efficiently.
Clearly Infosys is a company with many strengths and opportunities in today’s global
world, but it also suffers from threats and problems. Let us discuss that in a broad
sense.
 
Marketing Strategy of Infosys
Infosys’ marketing strategy is maintaining a premium brand image in its audience’s
mind. The company’s marketing efforts include participation in media and industry
analyst events, sponsorship and participation in targeted industry conferences, trade
shows, recruiting efforts, community outreach programs and investor relations.
Infosys invests heavily in HR and networking which helps in increasing their client
penetration rate. Their client-focused strategy focuses on a limited number of
reputable organisations rather than concentrating on countless tiny organisations. The
company also organises Ted Talks and speaker confluences by having industry
experts on board. They also talk about sustainability as one of their core ethos. In
2011, they made a voluntary commitment to the UN to become carbon neutral and are
since working on sustainable development goals.
Infosys Digital Marketing Presence
Apart from traditional marketing, Infosys has a very strong social media presence.
They are making use of their large followings and putting out relevant content. Let’s
analyse their social media presence.
 

 135k followers on Instagram, 434k on Twitter, 34.7k subscribers on YouTube

and 854k likes on Facebook.
 They are very active on all social media platforms, with regular posts every
few weeks.
 A lot of focus is paid to their commitment to being sustainable and
environmentally friendly, they constantly practice green marketing and post
about the measures they’re taking in contributing towards these goals.
 They organise campaigns about their social work surrounding various issues
such as gender equality, disability and cancer awareness, workplace
inclusivity, LGBTQIA+ awareness, etc.
 They engage with their audience by bringing in expert speakers for online
panels to discuss pressing tech issues such as cybersecurity, data privacy,
digital advances and transformation, etc.
 They recently organised a campaign called “#ChooseToChallenge” that asks
for gender parity in professional environments. They ask people to challenge
 these biases and work towards equal pay and opportunities to mindfully ensure
gender diversity.

 
Conclusion
Infosys is a global leader in next-generation digital services and consulting. It has
enabled clients in 46 countries to navigate their digital transformation, with nearly
four decades of experience in managing the systems and workings of global
enterprises. Their distinct service offerings clearly have many takers and they only
continue to grow and expand their portfolio. The company is doing well on
promotional fronts, while maintaining its brand as one of the top names. But with
increasing competition in the industry, the company needs to constantly evaluate its
position and be at par with the rest.
Thank you for reading! We hope you found this blog useful. If you liked our
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on marketing strategies.