IMPRESSION LABS

Group A6
Asmit Das 1511233
Gagandeep Singh 1511244
Ritabrata Dhar 1511271
Shalini Singh 1511054
Sangbarta Chakraborty 1511431
ABOUT US

IMPRESSION LABS

We are Asias Worlds fastest growing Ad agency

Expertise in B to B advertising
Handled premium campaign accounts
Key clients - Siemens, Caterpillar, IBM
Our focus values are trust, simplicity and creative passion
FLOW OF PRESENTATION

Market &
Buyer
Analysis

Study of
Budget
past
Breakdown
acquisitions
Marketing
strategy for
HCL post
acquisition
Creative
Strategy for Brand
1 of the strategy
executions
Campaign
Objective
& IMC Mix
SWOT
S W
STRENGTH
Diversified Portfolio
Focus on employees
Focus on Customer
relationship beyond contract
Strong diversified team
HCL strong brand equity
OPPORTUNITIES
O Knowledge stock of
employee base
Strategic alliances
Utilizing HCLs strong mobility
practice
Offering new modernized
cloud based solutions
Acquisition to develop new
capabilities
WEAKNESSES
Lack of scale compared to
competitors
High staffing cost in high
cost geographies
THREATS
Train, develop and employ
in-house employees
T
Open source Software products
Fragmented industry and
intense competition
Easy access to skilled labor
Easy access to distribution
channels
COMPETITIVE ANALYSIS

An innovative Powered by Experience Keep Challenging

TAGLINE technology Intellect. Driven certainty
solution by Values
enterprise

Real value lies in Next generation True certainty of success A unique approach
VALUE the relationship services. Infosys stays comes from working with to client service,
PROPOSITION created between ahead of the a partner you trust to deep domain
customer and innovation curve, provide the insight, expertise and vast
provider, which is empowering clients support and expertise global resources
built on the deeply to renew themselves, that will propel your differentiate Cognizants
rooted value while creating new business forward. value proposition.
systems opportunities to Experiencing certainty
generate value with TCS means you can
count on results,
partnership and
leadership
CURRENT POSITIONING OF HCL

POP POD
Focus on customer
Innovation
relationship
Excellence
Trust
Delivering more than
Value Centricity Reliability Employee First
Expected
Trust, Transparency, Flexibility

Current Positioning Statement

Real value lies in the relationship created

between customer and provider, which is built
on the deeply rooted value systems.
HCL ACQUIRES POWER OBJECTS : PROBLEM DEFINITION

PowerObjects
Microsoft Dynamics CRM service provider, ~40 Mn in annual revenue
Focused on service, support and add-ons
CRM Industry
Estimated to evolve into a $36 billion market by 2017.
Oligopoly with a Herfindahl-Hirschman Index of 1775.
Market share - Salesforce (33%), Microsoft Dynamics (22%), Oracle (11%)

+ Problem Definition
How to brand
PowerObjects
At present acquisition and
develop an IMC
strategy for the
same?
USER PROFILE

Demography
Young growth
Categories Restless user Old Bulkyhead Type of customer
runner
Start-ups or Enterprises older Big enterprise
Industry
Type of enterprises than 5 years from more than 10 years Annual Revenue
company inception before 5 date of inception from date of
Stage in Organization Lifecycle
years inception
Greater functions Functions spread Sales, marketing
Type of in sales and across and product Operating Variables
operations marketing departments development
Technology Type of hosting
departments
Can be offering B2C/B2B B2C /B2B Technology Software package
Service
services to both Type of CRM solution required
provided B2C and B2B
User/Non user
Annual revenue Annual revenue Annual revenue >
Revenue can be below < $1 >$1 million $ $10 million
million Intra Organization
Can be a non-user User of CRM, User of CRM
of CRM or user of switched <5 years Sales
User/Non- CRM back, not satisfied Marketing
user with current
Customer Service
system
Others (IT/finance etc.)
KEY FACTORS INFLUENCING BUYER BEHAVIOUR-1 min

Key Decision Attributes*

Initial Consideration Active Evaluation
Functionality

Need identification
Information search- Ease of use
Evaluation of the supplier
advertisements and demos from
alternatives on the basis of
sales person
parameters identified
Identifying decision criteria and
their relative importance- Price
functionality, ease of use, price
Company
reputation

Post-Purchase Closure Support

Comparison of actual
A few number of alternatives are Training
performance with expected
identified which match the
performance
identified need
Forms a vital step in deciding
Tender/bidding process is Software
customer
adopted to select the best popularity
satisfaction/dissatisfaction. Brand
alternative
loyalty is decided at this step
Review &
Recommendations

* Capterra Survey
KEY FACTORS INFLUENCING BUYER BEHAVIOUR

Initial Consideration Active Evaluation

Need identification
Information search-
Evaluation of the supplier
advertisements and demos from
alternatives on the basis of
sales person
parameters identified
Identifying decision criteria and
their relative importance-
functionality, ease of use, price

Post-Purchase Closure

Comparison of actual
A few number of alternatives are
performance with expected
identified which match the
performance
identified need
Forms a vital step in deciding
Tender/bidding process is
customer
adopted to select the best
satisfaction/dissatisfaction. Brand
alternative
loyalty is decided at this step
PROPOSED BRAND STRATEGY : ANALYSIS

Comparison of competitive advantages

between CRM Market leaders
Current Positioning Statement-
Salesforce Microsoft CRM PowerObjects
User Experience Customer service
PowerObjects gives customer services for
Sales Force Business
different customers. A responsive support
automation Intelligence to CRM users, education to help the users
Marketing Platform utilize the dynamic CRM software, and
Tools Value improving and providing add-ons for
Ecosystem Customer support better customer satisfaction.

Study of past acquisitions in the market Value system of PowerObjects

1: Acquired company integrated into parent co,

the merger successful at most times. Value Team
E.g. TCS and Citigroup Global Services Ltd.
Passion
work
2: Less synergy between parent & acquired brand
acquired company independent brand
success low E.g. Wipro and Infocrossing. Tech
3: Acquired brand maintained as a sub-brand, Passion
nology
more examples of failure than success.
PROPOSED BRAND STRATEGY

Branded house : HCL CRM solutions

HCL completely integrates PowerObjects
Provides CRM solutions & support under HCL brand name

RATIONALE

SYNC WITH ASSOCIATION

01 EXISTING
PRODUCTS OF HCL
02 ENHANCING VALUE
PROPOSITION

03 VISIBILITY 04
HISTORICAL
EVIDENCE
PROPOSED NEW POITIONING STATEMENT

To growing global businesses in need of comprehensive IT

solutions for powering their businesses,
HCL offers range of IT services including Microsoft CRM
solutions
because of the best -in-class technical expertise and
strong commitment to meet customer expectations at all
times, even going beyond the contract.
Campaign Objective

01
Create Awareness among CRM customers
What kind of brand structures
about HCL providing MS CRM solutions
and hierarchies are possible?
Target: Reach of 1L+

02
Lead Generation- The communication
Whatcampaign
kind of brand structures
targets to generate 20,000+
andleads
hierarchies are possible?
Advertisement Campaign

TARGET AUDIENCE
INHERENT The present customers of PowerObjects
DRAMA availing Microsoft CRM Solutions
We have grown
to ensure that The prospective customers of Microsoft
our customers CRM Solutions
grow
Creative Strategy Statement
POSITIONING USP The commercial should convey
MAJOR
Providing best IT
SELLING Relationship sophistication, quality and value with an
solution to the growing beyond emotional appeal to the customers who
global businesses and IDEA Contract
meeting their would connect to HCL because it cares for
expectations them.

Supporting Information
BRAND IMAGE
Innovative Tech HCL valued for relationship beyond
savvy who values contract and employee first approach.
both work and
PowerObjects awarded by Microsoft as
relationship
the Worldwide partner of the year.

15
CAMPAIGN NAME
IMC MIX

Magazines Newsletters Email Marketing

CRM Magazine Publicize Acquisition Direct Mail to CXO executives
1 Page Ads Concentrate on both print and The mailing list of potential
Targeted Readership e-newsletters clients to be obtained from
Industry Magazine marketing sites like InfoUSA.
Print Ads
Service provider of CRM
solutions

Trade Shows &
Conferences
Microsoft Ignite from
September 26-30, 2016
Constellation Collection
Enterprise from October 26-
28th October.
Continue with CRMUG
conference
Transit Marketing
Inflight Magazines
Business Class customers
Video
Digital Marketing
SEO + AdWords + Web
Banners
Incorporate Microsoft
Dynamics CRM to HCL
webpage
STORYBOARD EXECUTION FOR VIDEO

1 2 3 4

At HCL we give excellence At HCL we give you more And now, together with We give you world class
in technology. than what you ask for. PowerObjects, Microsoft CRM solutions,

5 6 7 8

To propel your growth Because at HCL, we go To stand by you, as you HCL

story. beyond the dotted line... push the limits of your
We believe in Relationship horizon.
Beyond the Contract.
VIDEO
CONSISTENCY WITH PROPOSED POSITIONING STATEMENT

01 Stop Motion 02 Peripheral

Route of
Videography Persuasion

In line with animation video Focus on Relationship

in HCL Tech website Beyond the Contract

Sync with new

Positioning
Statement

04 03 Technical
Growth Expertise

Targeted towards Global Capabilities of Microsoft

Customers and look for Dynamics CRM along with
growth in business HCL highlighted
CREATIVE FOR PRINT MEDIA-link to target n include CRM in campaign-HCL tagline

Campaign name

Creative showing the

dad and son imagery to
show the helping hand
to growth, origami as
the metaphor

Microsoft Dynamics CRM Logo

Writeup similar to text in video
CAMPAIGN FLOW CHART
MEDIA FLOWCHART

MEDIA FLOWCHART
Sl.no. Channel Description Month
September October November December
Week 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

1 Magazines
1A CRM Magazine
1B Industry specific magazines
like AutoWeek
2 Newsletters like Quirks
5 Transit Marketing
Inflight magazine
6 Digital Marketing
6A SEM (AdWords)
6B Search Engine Optimization
6C Web banner - LinkedIn
7 Content Production ($)
BUDGET ALLOCATION (1/2)
BUDGET ALLOCATION
Total
Sl.no. Channel Description Month
Spend ($)
September October November December
Week 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
1 Magazines
1A CRM Magazine
Reach 70000
Reach % 90%
Circulation Frequency 1
Ad frequency 1
Cost ($) 13000 13000 13000 13000 52000
1B Industry specific magazines
like AutoWeek
No of magazines 3
Circulation 285000
Reach % 5%
Frequency 2
Ad frequency 1
Cost $8800
Total Cost ($) 26400 26400 52800
2 Newsletters like Quirks
Circulation 46919 Same Same Same
Reach % 5%
Frequency 2
Ad frequency 2
Cost ($) 3000 3000 3000 3000 12000
3 Email marketing
Leads: Mailing list 24844
Cost ($) 10682 10682
4 Trade shows/Conference
Name of conference Microsoft Ignite CRMUG Summit,
Reach 200 200
Cost ($) 2200 2000 4200
BUDGET ALLOCATION (2/2)
BUDGET ALLOCATION
Total
Sl.no. Channel Description Month
Spend ($)
September October November December
Week 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
5 Transit Marketing
Inflight magazines in
American Airlines
Viewership 240700
Reach % 2%
Cost ($) 20000 20000
6 Digital Marketing
6A SEM (AdWords)
Reach 6000
Cost ($) 10000 10000 10000 10000 40000
6B Search Engine Optimization
Reach Dynamic
Cost ($) 5000 5000 5000 5000 20000
6C Web banner - LinkedIn
Reach 600
Cost per click ($) 5
Daily budget ($) 100
Total cost per month ($) 3000 3000 3000 3000 12000
7 Content Production ($) 20000
Design and production of
videos, creative content
production for blogs and
8 Contingencies: LS ($) 6318
9 TOTAL COST ($) 250000
METRICS FOR EVALUATION measure level of measurement- lead generation

Awareness created
among 1.38 Lakh+
CRM customers

Lead Generation of
25000+ Key
Decision Makers

Budget- $250K for four months (September- December)

Thank You
STUDY OF PAST ACQUISITIONS (1/2)
Presence on
Brand Social Media
Competitor Target Alignment Strategic rationale Website transition parent Pass/Fail Remarks
Integration transition
website
Creation of an
integrated
Healthcare IT IT
healthcare system Developed into a Helped Cognizant improve automation which it
Cognizant TriZetto platform and
portfolio sub brand
Yes Yes Yes Pass desperately needed
service
Acquisition of high
margin service line
Expansion and
IBM Security Integrated into Redirects to IBM
IBM Trusteer
Services
growth in endpoint
family brand Security web page
Yes No Pass Helped IBM improve their security solutions
security systems
Address the existing
gap in managed Maintained as
Wipro Infocrossing Infrastructure hosted services in an independent No Na Yes Fail Wipro looking to sell infocrossing
infrastructure brand
management
Acquired the back-
office operations of
Citigroup
Secure $2.5b+ 9.5-
Business process year outsourcing Integrated into One of the most successful IT company
TCS Citigroup Global Services Ltd
outsourcing contract with TCS family brand
NA NA No Pass acquisition according to Mint.
Citigroup Group
Start of outsourcing
core banking
operations
Redirects to IBM
Gartner was sceptical about the acquisition but
Acquisition of cloud Commerce Not
IBM Smarter Integrated into they seemed to have developed an Omni channel
IBM DemandTec based analytics Omni-Channel NA No
Commerce family brand Sure marketing solution based on demand tech
capabilities Merchandising
technology
web page
Advent into Health
Insurance industry Maintained as Just Maintained as independent brand but website
BPaaS -
Wipro HealthPlan Services
Healthcare
in US growth an independent No No No acquire has Wipro logo on the left. Balance sheet
expected in the brand negative profits for healthcare services.
industry d
Expansion to build a
IBM acquisition has made getting the work done
comprehensive set
harder. They had an intense start up culture
of mobile Integrated into
IBM Fiberlink Communications SaaS
capabilities while family brand
NA NA No 50-50 which was compromised. However, IBM seems
to have acquired the mobile capabilities it
eliminating barriers
wanted
to adoption
STUDY OF PAST ACQUISITIONS (2/2)
Presence on
Brand Social Media
Competitor Target Alignment Strategic rationale Website transition parent Pass/Fail Remarks
Integration transition
website
Increase of market
share in Europe Gradually
Consulting and Gradual -
Acquisition of over 200 integrated into Profit for the year has decreased for the last two
Infosys Lodestone Systems
clients Infosys family
Independent brand NA No Fail years since acquisition
integration till 2015
Consulting to brand
complement IT services
Gain capabilities in
petro-technical data
Science Applications Consulting, system management and Integrated into Infosys considers it a successful acquisition and is
Wipro International integration and petroleum application Wipro family NA NA No Pass looking for similar acquisitions. Stock prices have
Corporation (SAIC) - IT outsourcing services and digital oil brand been rising for SAIC since the acquisition
fields
Expansion to US
Complimentary to Data Integrated into
Analytics - Considered a key acquisition which allowed
Cognizant marketRX
Healthcare
Warehousing and CRM Cognizant family NA NA No Pass cognizant to overtake Infosys
services brand
Not
enough
Expansion of portfolio Maintained as data to
Wipro Viteos Group BPaaS - Banking to capital markets an independent No No No
segment brand conclud
e
anything
Gain expertise in SAP
system integrators
Acquire highly skilled
IT services and Integrated into
TCS Alti Sa workforce and NA NA No One successful contact based on this acquisition
consulting TCS family brand
expertise
Expand presence in
Germany and France
Advent into core
banking solutions by
Financial Network Developed into a
TCS
Services
Banking solutions acquiring expertise
sub brand
NA NA Yes Fail Loss making company
Gaining clientele of
over 100 banks
Cross-play among
Loss making in 2015 showed profits in 2016 by
consumers possible Developed into a
Wipro Promax Analytics
Complimentary to SaaS sub brand
Yes Na Yes Fail reducing employee benefits expense in Europe.
Totally loss making entity in America as of 2016
offerings
Business process Acquired the back- Integration as Loss for the last two years. However, they landed
TCS Unisys Insurance Developed into a
(Diligenta) Services
outsourcing - office operations of
sub brand
Diligenta a NA Yes Fail one important contract in 2008 which TCS brags
Insurance Unisys Corporation subsidiary of TCS about in their website
 CAMPAIGN TIMELINE
Sl.no. Channel Description Month
September October November December
Week 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
1 Magazines
1A CRM Magazine
1B Industry specific magazines
2 Newsletters like Quirks
3 Email marketing
4 Trade shows/Conference
CRMUG Summit,
Name of conference Microsoft Ignite Constellation
Connected
5 Transit Marketing
6 Digital Marketing
6A SEM (AdWords)
6B Search Engine Optimization
6C Web banner - LinkedIn
7 Content Production ($)