Tech Mahindra Marketing Mix

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Marketing Mix of Tech Mahindra analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the business & marketing strategies of Tech Mahindra.

Let us start the Tech Mahindra Marketing Mix:

Product:

Tech Mahindra is one of the leading technology firms based out of India. Tech Mahindra offers an array of services to its customers spread across various industries like Automotive, Banking & Financials, Manufacturing, Health care, Media & Entertainment, Public Services, retail and travel & logistics. These services offered by Tech Mahindra can be categorized into three broad spectrums – Services& Solutions, Platforms and Outsourcing. All these are the product & service strategy in its marketing mix. Outsourcing is carried out through Business service groups who provide many value added services to customers. Tech Mahindra’s Services & solutions division provides the host following services – Next Gen Solutions like Cloud and Big Data; Consulting; Enterprise architecture; DevOps; Infrastructure Management; Integrated Engineering solutions; Mobility solutions and Network services. And its Platforms division offers many platforms for clients to carry their operation and these platforms include – Socio, PRISM, CareXa, Managed Data Service, order management services and Epselon.


Image: company website


Price:

Tech Mahindra, like any IT company, has a diverse offering and pricing is dependent on various factors. Price is very interesting parameter to discuss when it comes to IT/IS companies. The pricing strategy in its marketing mix is as discussed. Case in point Tech Mahindra also uses different pricing mechanisms for its plethora of clients that are present across multiple industries. But what is common across all the pricing decisions taken by Tech Mahindra is the flexibility it provides to its customers. Tech Mahindra approaches clients when they ask for proposals and give their presentations on capabilities, quality of service and other USP’s along with price they want to charge for that particular project. Generally, it is based on multiple factors like complexity, technology used, persons required and time required. For this it follows a competitive pricing model most of the times to get more client base. Also the main reason for Tech Mahindra success is its Pay –as – you – go pricing model which provides the customers with advantage of minimizing risk as there is no requirement for onetime payment for the project. They can pay as the project proceeds in different stages of its development.


Place:

Tech Mahindra provides services from nearly 50 countries to clients across the globe in various time zones without any glitches made possible by modern technology and best practises put in place. Tech Mahindra’s major geographic locations include India – Bangalore, Hyderabad, Mumbai, Chennai, Kolkata, Pune; In Asia Pacific region the following are major locations – China, Hong Kong, Indonesia, Singapore, South Korea; As far as Americas is concerned Tech Mahindra is located in north and south America like – USA, Canada, Brazil; In the Australia division the locations include - Australia & New Zealand; Europe – Belgium, Germany, France, Italy, Sweden; Africa – South Africa, Kenya, Ghana; Middle East – Saudi Arabia, Oman, Kuwait. Tech Mahindra developed infrastructure and human resources at all these places to provide services to local clients as well as foreign ones.


Promotion:

Tech Mahindra does promotion of various kinds in its marketing mix with an objective increasing its brand awareness among industries and prospective clients. Tech Mahindra does social responsibility activities wherein it works in three chosen fields of school education, employability and technical education. These activities are promoted by the public relations team. Also the public relations team gives the press briefings and the awards and recognitions received by the company to all the news and magazines.


Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Tech Mahindra.


People:

Tech Mahindra has a very strong human resource reserves with nearly 1,17,000 people working across all of its locations. It attracts young talent from the campuses and trains them before putting them into their roles. Tech Mahindra gives induction, behavioural and also distance training. Periodic evaluations are made by managers and appraisals are given on performance based factors. Its development programs include Bodhivruksha – an in-house management development centre. Others programs include – E-lab program, leadership and customer centric activities. In its endeavour to embrace new technologies like IoT, Blockchain Tech Mahindra is training employees about the design thinking which is a user centric one and also making internal processes much simpler.


Process:

Tech Mahindra has several processes for its business and customer service. For making the company future ready Tech Mahindra formulated a strategy called DAVID. DAVID is an acronym for Digitalization, automation, Verticalization, innovation and disruption. Tech Mahindra is focussing on these parameters now in all its processes. Here Digitalization involves changing the company from information technology to digital technology and solutions. It implies digitalization of all processes. Automation is nothing but connecting human resources with machines for operational excellence. Verticalization involves creating and delivering niche services to problems that are industry specific. Under Innovation creating an ecosystem of intrapreneurship and co-creation in the company. Finally, disruption explains about creating new capabilities to organization and reshaping its agility with the emerging technologies. With these strategic process changes Tech Mahindra wishes to be a $10 billion company by 2020.


Physical Evidence:

Tech Mahindra has a new tagline ‘connected world. Connected experiences’. This tagline is in line with the company’s vision of hyper connected world and the new experiences will be revolutionary. Its logo includes Tech Mahindra written with Tech in grey colour and Mahindra in red colour. Tech Mahindra is a publicly traded company and listed in national stock exchange. It releases financial statements and investor presentations which have the information about company’s performance and future strategies. Tech Mahindra is having several offices spanning acres of land in major cities of the world and its headquarters is at Pune, India. Hence, this concludes the Tech Mahindra marketing mix.


About Tech Mahindra:

Tech Mahindra is one of the leading Indian IT companies. In 1886 Mahindra & Mahindra entered into a Joint Venture with British Telecommunications with the aim of operating as a technology outsourcing firm. Later British Telecom sold its equity in serval instalments to institutional investors and Mahindra & Mahindra and finally in 2012 it exited from the JV totally. And in 2008/09 after Satyam computers scandal Tech Mahindra acquired a controlling stake and rechristened the brand as Mahindra Satyam and finally in 2013 Tech Mahindra merged with Mahindra satyam and formed an entity with name Tech Mahindra. Now Tech Mahindra is a multinational company providing solutions in Information Technology, Networking Technology and business process outsourcing as well. C P Gurnani is its current MD and CEO.

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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only.

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