Global Brand building in Outsourcing IndustryStrategic perspectiveWord文档下载推荐.docx

Global Brand building in Outsourcing IndustryStrategic perspectiveWord文档下载推荐.docx

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Ms.SwapnilKumar

08EP-057

PostGraduateDiplomainManagement-Executive

InstituteofManagementTechnology

Ghaziabad201001

October,2009

Post-GraduateDiplomainManagement-Executive

SwapnilKumar

undertheguidanceof

Dr.LubnaNafees

AssistantProfessor

IMT,Ghaziabad

PostGraduateDiplomainBusinessManagement-Executive

Certificate

ThisistocertifythatProjecttitled“GlobalBrandbuildinginOutsourcingIndustry-Strategicperspective"

submittedby“Ms.SwapnilKumar（08EP-057）”forthepartialfulfillmentoftherequirementofPostGraduateDiplomainBusinessManagement-Executiveisabonafideworkcarriedoutbyher,undermyguidanceandsupervision.

Theworkhasnotbeensubmittedbyherelsewherefortheawardofanyotherdegree/diploma.

Dated__________Signatureofthefacultyguide

Dated__________Signatureofexternalguide

Dated__________Countersignedby

Chairperson,PGDM-Executive

ACKNOWLEDGEMENT

Iexpressmydeepsenseofgratitudetomyprojectguide,“ProfLubnaNafees”,forherexpertguidanceandvaluableinputsthatgavemeanexquisiteinsightaboutthedissertationon“GlobalBrandbuildinginOutsourcingIndustry-Strategicperspective”

Iamhighlyobligedandthusexpressmygratefulnesstoher.

IamalsothankfultotheDr.ReemaKhurana,Chairman-PGDM-Executiveforgivingmeanopportunitytoapplymyknowledgeof“Marketing”inthisResearchwork.

Isharethepleasureofthisachievementwithallmycolleaguesformoralandemotionalsupportincompletingthisresearchworkintheareaof“Marketing”,successfully.Iwouldliketoexpressmygratitudetoallthosewhogavemethepossibilitytocompletethisdissertation.

（Signature）

Nameofthestudent

RollNo.08EP-057

PGDM（Executive）2008-09

TableofContents

1.AbstractGlobalBrandbuildinginOutsourcingIndustry-Strategicperspective6

2.Introduction9

3.ConceptualFramework30

4.Methodology36

5.Findings&

Analysis38

6.Results47

7.ConclusionsandRecommendations52

8.References54

9.TableofFigures55

10.ListofAbbreviations56

1.AbstractGlobalBrandbuildinginOutsourcingIndustry-Strategicperspective

By

Theabilitytomanagethefirm'

sbrandsuccessfullywithbuyersiskeytosuccessintoday'

shypercompetitiveglobaleconomy.Strongbrandsserveasanimportantpointofdifferentiationforfirms,assistingcustomersintheirevaluationandchoiceprocesses.

Considerableresearchexistsonthebrandingofconsumergoods,andtheliteratureonbusiness-to-business（B2B）brandsandservicebrandsisincreasing.However,researchonbrandinginthecontextofoutsourcingservicesisrelativelysparse.Withthegrowthofglobalcompetition,outsourcingindustrymarketersareshowingincreasedinterestinthepotentialofbranding,especiallyatthecorporatelevel.ThisdescriptiveresearchdescribesbrandinginthecontextofB2BTechnologymarkets,andexaminesitsperceivedimportancetobuyers.

Areviewofrelevantliteratureandconceptualmodelsprovideinsightsintorelevantstrategiesforbrandbuilding.Thisexploratoryanalysisdelvesintothereasonswhybrandingisimportant,andchallengesinvolvedinbrandingeffort.ThisdescriptiveresearchhasprovidedseveralinsightsthroughexaminationofpracticesofleadingoutsourcingfirmssuchasAccenture,Wipro,Infosys,IBMetc,includingopinionsandstatementsmadebymarketers,corporatewebsite,annualreports,corporateadsandanalysisofresearchreportspublishedbyleadingagenciessuchasForresterandEdelweiss.

ThestudyaddressestworesearchquestionsthatarerelevantforB2Boutsourcingservicebrands.

▪Thefirststudyexploresarelevantframeworkforbrandbuildingforoutsourcingserviceproviders.

▪Thesecondstudydistillstheinsightsgainedfromexploratoryinvestigationcomprisedofcasestudies,newsitems,statementsbywithrepresentativesofoutsourcingservicesfirmsandreports.

Themajorfindingsare:

1.ResultssuggestthatbrandsdodifferentiatetheofferingsofoutsourcingserviceprovidersandthatbrandequityexistsforthisB2Bservicealbeititdoesnotnecessarilyresultinpricepremiumandhasitsownspecialchallengestocontendwith.

2.ThestudysupportstheextendibilityofChuckPettis’TechnoBrandingframeworkintotheB2Boutsourcingservicescontext.Asaresultofthisstudy,theframeworkhasbeenenhancedbyincludingcorporateandproductpositioningframework（whichisdepictedinfigure13,page40ofthisreport）topresentaholisticimageofBrandtocustomers.Coherenceinproductandcorporatepositioninghasbeenemphasizedbecausefindingsalsorevealdifferencesinperceptionsbetweenserviceprovidersandcustomers.Specifically,providersemphasizetoprovidebusinessvalueintheircorporatepositioningbutatproduct/servicespositioninglevelcommunicateabouttechnicalfeaturesandcostsavingswhichcreategapsinperceptionofthebrandamongthebuyersandleadstothebrandbeingperceivedmoreasacheapoffshoreproviderthanaglobalbusinesstechnologyplayer.ThishasemergedincaseofInfosyswhichhasprojecteditselfasBusinessvalueproviderinitscorporatepositioningbutpositionsitsservicesintechnicalandcostsavingsterms.

3.BrandsinthisOutsourcingandTechnologysectorknownforinnovativeproductsmustlearntobeinnovativebrandsthemselves,andhavetofollowthepath,leadingBrandresearchfirm,Interbrandcalls“ofnotevolutionbutradicalchange”.

4.HumanBrandsstandoutsotrytominimizethetechnicalspecificationsandfeaturesandenunciatethebrandintermsofbusinessvalueandbenefitsitbrings.Trytoaddresstheemotionsofthebuyerssuchasfearandperformanceanxietyduringpurchaseandassurehimthathewillneverlosehisjobbuyingthebrand.Craftingofmessagingandpositioningarekeyaspectsandshouldbebackedupbycarefulresearchoftargetcustomer.Accentureisamazinglyconsistentinarticulatingbusinessbenefitstoclients.Invirtuallyallofitsmarketingandmessaging,Accentureconveysitsbeliefthatitsindividualtechnologyexpertisematterslessthanthebusinessvalueitprovides.Thismessageisconsistentinitspublicfilings,itsproductofferings,anditsmarketingmaterial.Brandingshoulddomorethancommunicatecostreductionand/ornewtechnologyroll-outpropositions.

5.Brandingaroundstrongthemeswouldbeuseful,e.g.,customizedofferingsforemergingmarkets,greenIT,marketingmessagesaroundserviceintegrationcouldbecredibleforoutsourcingprovidersgoingforward.

6.BusinesscustomersareshiftingtheirbehaviormoretowardtheWebasakeysourceofinformation,engagement,andinteraction.OutsourcingfirmsneedtoimprovetheirWebsites,judiciouslyusingWeb2.0toolssuchaswebcastsandpodcaststoengagewithcustomersandalsokeepcustomersengagedthroughonlinecommunities.Websiteshasbecomeasignificantbrandelementtoengagewithcustomersbybuildingonlinecommunities.

7.LimitedBudgetsforSalesandMarketingspendarebecomingarealityforoutsourcingfirmsandhencetheyneedtocarefullyplanbrandingcampaigntogetmaximumgainfromeverydimespent.Forafirmonlimitedbudget,corporatebrandingisbestway.CorporateIdentityorrecognitionoffirm’snameandanassociationwithfirmthatisconsistentcombinedwithPublicrelations,directmarketingandpackagingisagoodprescriptionforbrandingonatightbudget.Theacidtestisthis:

ifallofthecommunicationfromthecompanyisputonawall;

doesitsendoutastrong,right,consistentandfavorablemessage?

Umbrellabrandingisusefulinthematterofalliances,inemergingmarketswheretrustforlocalserviceprovidersissomewhatlackingandfortheSMBsegmentforwhomtrustandtransparencyareimportant.Marketershouldcarefullydemarcatethegeographicalmarketswhereintheywanttofocusandidentifythestakeholdergroup（suchasCEOS,CIOSetc）theywouldwanttofocusonasindicatedinWiprocasestudylistedinliteraturesurveyofthisreport.Thiswouldhelpthemtozeroinontouchpointswherebrandcampaign’slimitedbudgetscanbemeticulouslyfocusedtogetmaximumvisibilityandimpact.

8.Globaloutsourcingfirmswouldcontendwiththefundamentalrealitythatconsumerstendtopreferdomesticbrandsoverforeignbrands.Insomeofthebiggestandrichestmarkets—theU.S.,GermanyandGreatBritainamongthem—theappealoflocalbrandsisespeciallypronounced.Insuchcasesbrandshouldtrytoadoptlocaltoucheswithoutlosingitsconsistency.

9.Toattractandretainqualityrecruitsemployerbrandingshouldbeadopted.

Introduction

2.Introduction

In,October2003,AccentureenteredintoanagreementwithTigerWoodstorepresentthecompanyasasymbolofitsnewHighPerformanceBusinessstrategy.The“Goon.BeaTiger.”CampaignwasGolfIcon’sFirstB-to-BEndorsement.

Anewtagline,“HighPerformanceDelivered,”succeededthecompany’s“InnovationDelivered”taglinethatwaspartofthecompany’s“Iamyouridea”adcampaignintroducedinFebruary2002.ThoughAccenturebrandwasthenlessthanthree-yearsold,yet