Brand Management

Krishnan Chatterjee

1

1

Principles of Branding

2

Identity

Positioning

Context

Proposition

Content / Creative - Campaign

HCL Technologies An Introduction

5

HCL Technologies Our Identity

Identity

7

PICTURE OF RECIPIENT

PICTURE OF SENDER

Self Image

Reflection

Physique

Personality

Relationship

Culture

INTERNALISATION

EXTERNALIZATION

Passionate

Contemporary

Pride in endeavor

Modern and Global Indian

Risk taking

Leaders in their chosen market

Firms that use IT for competitive advantage

Win-win partnership

Colorful

Boutique

The Essence

The Extraordinary Individual

HCL Technologies Our identity

Employees First, Customers Second A 5 year journey

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Manifestations

Tools

Artifacts

9

Target audience

Positioning

11

Doesnt get more targeted than this

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Frame of Reference

Positioning

Frame Of Reference The Global MNCs

HCL Competition in Deals

Deals signed by HCL over the last 2 years

Point of Difference

Positioning

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Gartner Dataquest

Publication Date: 19 January 2011 ID Number: G022099906

HCL Positions It self as CIOs Best Friend at Its 2010

North American and European Analyst Events

Arup Roy. Alllo Young, Sugan Tan, Bryan Britz, Cathy Tombohm, Jason Harrls

While reaffirming its employee first commitment, HCL s future strategic directions will emphasize value centricity in this its approach to client relationships builts on trust through transparency.

Key Findings

While most Indian providers are trying to emphasize their business focus, HCL will continue its strong commitment to technology expertise as an enabler of business change and to be the technology partner to the COIs office, Including a technology-led approach to business process outsourcing (BPO).

Three strategic corporate principles will guide and underpin this technology ostentation technology-led BPO to support the CIO: value centricity, trust through transparency, and employee first.

The customer sessions highlighted various engagement models that HCL is using with its customers, including Global SAP implementation on a business benefits model, partnership with an emphasis on joint market creation and domain-led transformation of product distribution channel.

Recommendations

HCL clients should explore the implications of HCLs CIO-focused engagement model and ensure they understand the existing and future desired HCL touch points into their organization.

Prospective clients of HCL should examine proof points of HCLs much-discussed employee first/customer second principle and whether it has brought a healthy account relationship with Its customers.

Look beyond HCLs subtle, but effective, underdog branding, infectious entrepreneurial style, and personable leadership team by placing the same degree of expectations on HCL as you do with experienced and scaled service providers you are evaluating.

Propositions

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The Reincarnate CIO Proposition

UNDERSTANDING THE REINCARNATE CIO

Who is a Reincarnate CIO?

Setting the Reincarnate CIO aspiration

The Reincarnate CIO roadmap

25 % Unlock using MASCoT Framework over 3 yrs.

64% CSAT increase: 42.5 (06 )-> 69.5 (11)

Deploys Pharma R&D industry experts to impact IT

CTB - Customer awards HCL blueprint, designand rollout of multi year R&D Transformation program.HCL delivers key milestone in record time/budget.

Cycle time Reduction in time to market of Novel Drug

Therapies that help cure Cancer & Diabetes, others.

Case in Point: A Fortune 100 Pharma Client

HCLT starts relationship (RTB) Back Office IT

Operations 05

HCL BUSINESS MODEL: RTB TO CTB STRATEGY

HCL Service Mix: 05-12

10%

90%

33%

7%

60%

IT RTB

IT CTB

Business Services/KPO RTB

HCLT Starts Biz. Services RTB for Analytics/F&A.

RTB: Run the Business/IT CTB: Change the Business/IT

Entry

Through

RTB

Unlock

Capital

Win CTB

Win Trust/

C-SAT

Develop

competencies

in client

CTB areas

Entry

Through

Next

RTB

Analysis of Large Accounts reveals: Unlike peers who try to Approach CTBRTB and do not build credibility bottom up, HCL has matured the art of entering a relationship through RTB. RTB could mean RIM, R&D Operations, ASM or BSERV. Track Record of Capital Unlocked over 3-5 years across most clients has enabled us to be heard for Business Transformation needs. This has been powered BOTH by CSAT on Run and investments into Capabilities like EAS that have led to being a partner in clients business transformation journey. Case in Point shows How a relationship started with IT Application Support & Maintenance, showed phenomenal upgrade in CSAT and then through active investments from HCL, the client leveraged HCLs transformation capabilities to be part of their journey to brings Drugs Faster to Market. A similar pattern is seen as HCL has started to engage on BPO/KPO RTB and seeing capital unlock. HCLs Revenue Mix Chart reflects this plan showing results through its service revenue mix from client.

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Campaign

Campaign

Creative Execution

Media Execution

Copy Strategy

Rules of Advertising

The Trick? Measure, Measure, Measure

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From 2005

23

To 2012

Copy and Creative Strategy

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Across Owned Media..

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HCL Intranet

HCL Website

And Social Media

26

27

82093

21639

29314

18357

58987

15179

236021

50425

206422

11963

141452

13568

310828

24491

51217

34464

149306

155454

2453405

66324

360670

50383

257573

148679

1967

255

1298

330

2103

1137

SUBSCRIBERS

UPLOAD VIEWS

CHANNEL VIEWS

FOLLOWERS

FANS

KEY

REACH METRICS

* values as on Oct 19, 2012

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Lets Discuss !