BRAND MANAGEMENT

ASSIGNMENT

Name: Aishwarya Name: V Gowthami Name: Tushar Name: Tushar

Ananthakrishnan Roll No: 43333 Muddu Upadhyay
Roll No: 43116 PRN number: Roll No: 43331 Roll No: 43332
PRN number: 20020141233 PRN number: PRN number:
20020141016 20020141231 20020141232
 XENA – FIRST YEAR BUDGET
PERCENTAGE
SUB-
Particulars CHANNELS DETAILS OF BUDGET COST IN INR

Paid display Social Media – LinkedIn,

32 % 16 Lakhs
and video ads Facebook
DIGITAL
Paid search Google, YouTube, 48% 24 lakhs
amazon, In app
Content Online and Blogs, Collaborations, 10% 5 Lakhs
offline Webinars
Offline Events and
Marketing B2B majorly sponsorships 10% 5 Lakhs
Total Budget 50 Lakhs

PLATFORM COSTING CONTENT TYPE RATE

METHOD
Quarter Split Facebook CPC Poster/Videos Rs 1 per 65 impressions
Instagram CPC Poster/Videos Rs 1 per 65 impressions
15% 1st Qtr Youtube TVA Skippable Video Ads Rs. 1 per 7 views
40% 2nd Adwords CPC Poster/Videos Rs. 1 per 30 impression
15% Qtr Sponsored Post   Blogs  
3rd Qtr
30% *Targeting only India in the first year
 XENA - SECOND YEAR BUDGET
PERCENTAGE
Particulars SUB-CHANNELS DETAILS OF BUDGET COST IN INR

Paid display and

video ads Social Media – LinkedIn, Facebook 25% 137.5 Lakhs
DIGITAL
Paid search Google, YouTube, amazon, In app 30% 165 Lakhs

Owned and earned digital

Owned channels, SEO and mobile 25% 137.5 Lakhs
marketing

Content Online and Blogs, Collaborations, Webinars 15% 82.5 Lakhs

offline
Offline B2B majorly Events and sponsorships 5% 27.5 Lakhs
Marketing
Total Budget 5.5 Cr

PLATFORM COSTING CONTENT TYPE RATE

METHOD
Quarter Split Facebook CPC Poster/Videos Rs 1 per 65 impressions
Instagram CPC Poster/Videos Rs 1 per 65 impressions
15% 1st Qtr Youtube TVA Skippable Video Ads Rs. 1 per 7 views
40% 2nd Adwords CPC Poster/Videos Rs. 1 per 30 impression
15% Qtr Sponsored Post   Blogs  
3rd Qtr
30% *Targeting India & ASEAN region in second year with 50/50 split
AVERAGE FORECASTED GROWTH

India’s IT spending is
projected to grow 6.8%
year-on-year to $88.8
billion in 2021. That
compares with the 2.7%
dip seen last year.

Modeling a slow increase

into the number of
customers added every
month
 No-Code Application Development Overview
What is No-Code? Advantages of No-Code platform
No-Code frameworks are software design systems that allow even non-technical people to execute software The advantages of a no-code platform is
without composing a line of code. These tools usually have a user-friendly interface and drag-and-drop given as follows:
capabilities, allowing you to envision the implementation process and describe the overall business logic with  Focus on the core of the app with
ease. no-code
What is a No-code development platform?  Reduce the cost of development by
up to 80%
A no-code platform is a programming platform that uses a visual development interface to enable non-
technical users to build applications by dragging and dropping software applications to create a full app. Disadvantages of No-Code platform Build an App without Coding?
Users don’t need any previous coding experience to build applications using no-code. The disadvantages of a no-code  Appearance: You can structure the
platform is given as follows: theme to match current marketing.
Features of No-Code platforms  Customization of software in no-  Content: Prototype in our
 Drag-and-drop interface is the central function code platforms is restricted collection has content that fits our
 Connection with preferred Database  Adapt company procedures to reach needs.
 User interface builder and helps in visual modeling the capabilities of no-code network  Publish: Launch App for the world

How is no code different from low code?

Internal/capability-level abstractions, logical/behavior-level abstractions, and external/user-level abstractions are
common in low-code/no-code creation. It’s helpful to provide a quick overview of both because they’re important
points of distinction between Low Code and No-Code platforms.

•Internal/capability-level: This refers to a programming platform’s core features, which serve as a general limit to
what can be accomplished with it. It involves the range of software and out-of-the-box interfaces provided on an
LC/NC platform, as well as the degree to which these can be modified to meet your needs.

•Logical/behavioral-level: This level denotes the software’s company operations, or how various elements and
resources are combined and rendered to work together practically. It covers custom and out-of-the-box integrations
for other software, as well as built-in automation systems and processes.

•External/user-level: All that is generated due to the application’s use falls under this level. It covers all shorter
extraction modifications and data gathered and processed throughout the application’s lifetime.

Low-code and no-code frameworks do this by generating ready-to-use code blocks—a series of code for a given
function—that can be dragged and dropped into place to run under preset limits.
 Indian IT-BPM: Mix of players
IT-BPM Industry Structure,2019
• Fully integrated players
14 Large offering complete range of
>40%

T-
players services

ue l I
en o ta
• Large scale operations and

rev to t
infrastructure

s
Mid-sized
~35-40%cent 220-250 players • Presence in over 60
M on
BP buti
countries
Emerging players
i
ntr

~10-11% ~1,000-1,200
co

• Mid-tier Indian & MNC firms

%

offering services in multiple

Small sized verticals
~9-10% • Dedicated captive centers
~15,000 players • Near shore and offshore
presence in more than 30-35
countries

• Players offering niche IT-BPM services

• Small players focusing on specific niches in either services or
• Dedicated captives offering niche services
verticals
• Expanding focus towards sub Fortune
• Includes Indian providers and small niche captives
500/1,000 firms

Start-ups emerging as the partners of the future

Source: NASSCOM
 COMPETITOR BENCHMARKING - INDIA
• Appy Pie is one of the world’s leading cloud based mobile app builder, which provides a comprehensive no-coding solution rather than
development of an app
• It’s additional services include create chatbots, websites and integrations of different apps to automate the workflow of any establishment
• The company is headquartered in Noida. It offers a drag-and-drop mechanism to create apps for different purposes
• Offers businesses and enterprises the option to build their mobile apps with a number of smart features, including secure data storage in cloud,
real-time controls and updates, instant return and increased profits. forBinary functions on the principle of providing mobility to businesses in
an instant
• Its USPs include vernacular languages, offline-first modus operandi and local integrations.

• Gurugram-based platform, founded in 2016, is functional in the market of software reselling to small and medium businesses
• as a software discovery, consulting and selling portal, TechJockey offers solutions across retail, hospitality, ITES, ecommerce, etc.
• Buyers can select final products for sale on the company's platform, allowing businesses to deploy IT functionality faster than usual.

• A cloud-based user-friendly no-code digital transformation platform that empowers building unlimited enterprise-grade applications, using
simple drag and drop design
• Starting at $10 monthly, the platform includes an integrated cloud database, a visual application builder, enterprise-grade security, regulatory
compliance, and scalable global infrastructure.

• Starting at $25 dollars/user/month, Salesforce is a no-code platform which helps organization build enterprise apps, a single, unified ecosystem
of tools and services that empowers developers to quickly build and deploy solid, secure, and scalable cloud applications.
• Developers can customize their CRM solution with myLightning; engage employees with AI-powered apps, add security and compliance
controls, and engage customers. It allows customization based on the company’s requirement.
• Zoho Creator is a low-code application development platform that aims to empower users to build enterprise-class applications that run on
mobile, tablet, and web.
• The platform has 60m users that can create custom forms, configure workflows, build informative pages, and get their app up and running in
minutes.
• Zvolv is an integrated platform that combines no-code BPM and workflow capabilities with Intelligent bot-based automation, leveraging
intelligent automation to tackle the last mile digital transformation challenges that your existing ERP or BPM.
• Zvolv allows organization integrate human-like decision making capabilities and orchestrate processes across people, data and systems, with
automation that delivers in days and evolves in hours.
 Competitors Outside India
The global low-code development platform market size is projected to grow from
USD 13.2 billion in 2020 to USD 45.5 billion for period of 2020-2025 , at CAGR of
28.1% during the forecast period. Gartner Forecasts growth of 23% and a total of
$13.8 billion growth in this year (2021). They key reasons include: a. digital
disruptions, b. hyper automation, & c. rise of composable business
Competitors in South- East Asian Regions
Many companies in the Asia-Pacific region (APAC) have traditionally shield away to incorporate changes to
accelerate their digital transformation journey.
Key reason for the same is the budgetary constraints the organization faces. Essentially, coding costs money &
currently, businesses are able to make specific decisions on big data. This implies that spending of money on big
data is critical for the success of the organization, which is integral yet difficult for an organization.

However, the natural spirit of innovation that runs right through APAC, is gaining a new lease on life, without
excessive budgetary constraints. This is due to a new generation of development platforms, known as low-code,
are capable of producing enterprise-grade applications in a fraction of the time it takes for traditional
development projects. The low-code development platforms act as an low-cost, highly effective tools leading to
disruption & massive growth in the Market.
Major companies

Microsoft

Pegasystems
CAGR Forecast
The BFSI industry requires market services Appian
and platform on a large-scale due to the
voluminous information produced across
these organizations. Organizations have Netcall
implemented low-code development
platform and services to improve the
automation in the customer service Trackvia
business functions, as customer service is
the core factor responsible for customer
acquisition and retention in the BFSI Service Base
industry. This industry frequently keeps
introducing new and improved financial
products and services to enhance its
business operations.
Kony
 PESTEL ANALYSIS FOR XENA ENTERING
INDIA
Environmental
Political
• Development of GREENSOFT Model for
• One of the largest democracies in the world
Sustainable Software
• Structured Taxing System
• Identifying Technology that leads to reducing
in energy consumption • Ease of doing business jumped from 172 to 62
• Focusing on block-chain technology for
• Stable political environment
protecting client privileged data.

Legal Economic
• Ensuring data Protection laws are in place • Business Cycle Stage: Growth Stage

• Consumer protection on property & e- • Fluctuation of exchange rates

commerce sites
• Management of hedging exchange risks
• Ensuring health & Safety for all employees
• Accounting nearly 8% of India’s GDP contribution
• Offering a hybrid model of working for the
new normal
Social
• English is widely spoken
Technological
• Government Spending: $8.3 billion on IT
• Increasing share of working population
• High growth of start-ups & 18 unicorns in
• Potential employment opportunity for women
software- technology space
• Immense intellectual capital
• Growth of software dev companies to include
vernacular languages for tier 2 & 3 cities
• Accepting to work long-hours for career progression
LONG TERM STRATEGY
 BRAND
ASSETS

What are brand assets? What are Xena’s brand assets?

Brand assets are elements, such as a color  Xena’s Logo and animation
scheme, jingle or font, that help identify a  The company’s signature sound
specific brand. These elements become brand  Reputation of founding members
assets only when customers associate them  Specific UI design elements
with a brand. If an element leads the audience
to a different but similar brand, that element is
not an asset

Why are Brand Assets important?

Strong distinctive brand assets act as invaluable

shorthand for your brand – acting as a cue for
people to bring all their previous experiences
and associated meaning to mind.

Example of other brand assets


GLOBAL MARKET SIZE
$ 13B $ 45B
CAGR
2020 28.1% 2025
MAJOR GROWTH DRIVING FACTORS
 Increasing demand for software
development to perform the it operations in
fast-changing environments
 Growing need for rapid customization and
scalability is one of the major factors driving
the market growth
 The increasing number of application
programming interface (API) offerings by the
answer vendors, is also accelerating the
demand
 The growing trend of digitization across the
various industrial sectors will create lucrative
opportunities for the low-code development
platform market
 According to industry experts, the Covid-19
pandemic heightened interest in low-code,
no-code technology as companies scurried to
create digital applications for customers
NO CODE APPLICATION DEVELOPMENT IN INDIA
IMPACTS AND BENEFITS MAJOR NO-CODE MARKET PLAYERS IN INDIA
 The shift from conventional business software to
a lean no-code development methodology may GOOGLE APP MAKER
also impact IT leaders and tech departments.
According to analysts, the usage of no-code tools
may put IT in a more governance-centric and
supervisory role rather than dynamic software
programming and debugging. ZOHO CREATOR
 The potential benefits of utilising an NCDP tool is
that with web access and practical business
intelligence one can become an application
developer, which is transformational for
MICROSOFT POWER
enterprise productivity.
 IT folks have pointed out that business users inept APPS
at debugging code may create further challenges
for tech teams, given the sensitivity around
cybersecurity and business theft events caused by
software bugs AMAZON
 Nevertheless, NCDPs have been anticipated as the HONEYCODE
next wave in programming and techniques for
rapid app development, which could be
revolutionary for the software world.
 According to analysts, the rise of no-code
platforms is similar to the time before the coming
ODOO
of computer operating systems, which impacted
personal computing with the help of GUIs.
 Brand Capabilities- Xena
Brand Capabilities refer to a concept for “How the USERS of the Brand SEE THEMSELVES”. It
showcases how the audience reflects itself to the personality of the brand.

Following are the list of Brand Capabilities exhibited by Xena:

Adaptable to unprecedented situations

Offer Customization based on needs

Unparalleled customer service

Quick turn-around for client projects

Intellectually capable individuals

Interactive & easy user interface

 Building a strong brand identity requires proving a brand promise through the entire collection of brand experiences and
BRAND IDENTITY platforms. When brands don’t follow through, a lot is at stake. If you don’t deliver on your brand promise, you risk losing
AND PROMISE credibility, trust, and loyalty.

•One of the major impact of the brand comes from the logo. In this case the logo of the brand Xena comes under the purview of Physique.
•It also needs to have a sound utilization for it’s brand
• Design element of UI is also one important aspect
PHYSIQUE
•Color scheme used in Xene’s product will help us understand the kind of affect the perception the consumer’s mind

• The brand’s personality is sophisticated yet friendly

•It leaves a personality of easy going yet fully resourced
PERSONALITY

• Efficiency and new possibilities unravelled in their business

•Independence to a large extent yet support as and when required
RELATIONSHIP

• The company leaves an image of Innovation by keeping up with the trends

•Rolling out the old processes, bringing forth better and new ones
CULTURE

•The brand reflects an image of a busy yet approachable lifestyle

•Chasing goals with team
REFLECTION

• Ambitious
•Smart
SELF IMAGE •Change maker
 PICTURE OF SENDER (COMPANY)
Brand Triangle & Brand Prism of XENA

Physique Personality
• Logo of Xena • Sophisticated yet friendly BRAND
BRAND • Sound utilized for branding • Easy going yet fully CAPABILITIES
ASSETS • Design element of UI resourced
• Color scheme used in Xene’s product

BRAND IDENTITY

INTERNALIZATON
 Xena’s  Intuitive user
Logo and Relationship Culture interface
EXTERNALIZATON

animation No Code PaaS for B2B needs in India  Great training

 The • Efficiency and new • Innovative modules and
company’s possibilities unravelled in Provide the power to very • Rolling out the old processes, workshop
signature their business conveniently self-design apps catering bringing forth better and facilities
sound  Help with setup
 Reputation • Independence to a large to customer’s specific business needs new ones and strong
of extent yet support as and without any programming support from
founding when required Xena’s staff
members
 Specific UI BRAND PROMISE
design
elements
Reflection Self-Image
• Busy yet approachable • Ambitious
• Chasing goals with team • Smart
• Change maker

PICTURE OF RECEIPENT (CUSTOMERS)

THANK YOU