Infosys Marketing Mix

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

Let us start the Infosys Marketing Mix:

Product:

Infosys is an India based leading technology and consulting solutions company serving clients worldwide. Infosys Limited provides business solutions and consulting in its marketing mix to various industries like pharmacy, insurance, mass media, transport services, retail, manufacturing, banking, defence, energy, etc. Infosys manages, administers and apply Information technology function, also it crunches data for these companies. It develops software which are specialised to the needs of the business. Also, maintains and further develops this software. Infosys also provides corporate governance data, analytics like that of sentiment analysis to different companies to see how consumers are reacting to the products. Recently, the two units of Infosys Lodestone and Management Consulting Services have come together under the banner of Infosys Consulting brand.


Image: company website


Price:

Infosys has a diverse service and solutions offerings and the pricing is dependent on factors like client, geography, industry, forex and the solutions sought by the companies. Infosys enjoys the benefit of lower labour cost in India while high skill set as with the surge in the number of engineers produced each year India was on a high all through 2000s. Infosys rode on this high tide to hire cheaper high skilled labour. Infosys faces immense competition. Main aim of Infosys to enter into more and more diverse industries. Therefore, Infosys follows a penetrating pricing strategy which means that it offers the services at a low price while ensuring precision and quality of the services.


Place:

Infosys has a presence in over 50 countries and has more than 1000+ strong global clients. Infosys being the largest IT company of India, it is present in USA and Europe as well. All these show how the place strategy in its marketing mix has enabled the company to become a global brand. Besides, it has offices on China, Germany, Sweden, Australia and Belgium. Other than offices it also has training and development centres, sales and marketing offices in many other locations to ensure seamless performance of the company. The scale of operations of Infosys is worldwide, in fact it is the biggest employer of H-1B visa holders in the USA. Infosys is all set to grow its existence in Germany.


Promotion:

Infosys has undertaken Academic Entente which provides opportunities for employees of Infosys to manage working and learning together by company sponsored trips, case studies, speaker sessions, etc. An initiative called Infosys Foundation which caters to the green aspect of the company has been underway leading to Infosys becoming the one of top twenty green companies. Infosys also hands out an accolade called Infosys Prize to a scientist, engineer, researcher, etc. from India a corpus of rupees sixty-five lacs, a certification and golden medallion. Infosys has a brand awareness in the field of software, BPO, KPO, etc. industry. The Digital India wave has favoured Infosys, bringing the company to the forefront.


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


People:

Infosys is one of the top recruiters in India in the IT and consulting sector. Employees at Infosys are required to possess the following qualities for business solutions consultancy:

• Advisory skills

• Business skills

• Communication skills

• Management skills

• Technical language skills

Infosys employs 200,000 employees which serve globally. With the big data, cloud and analytics boom I software industry, Infosys is looking forward to hire around two thousand and one hundred more employees. They will be hired in US to help deal with increase in skill demand and improve global presence as well.


Process:

Infosys is involved in software development tailored to the needs of the client, ISP providers, interactive data access and analytics. Also online database management. At Infosys there are units like BPOs and LPO, etc. where clients are divided on the basis of their functional need. Zero Distance is a framework followed at Infosys which stands for eliminating all gaps between the client, his needs and the employee working on it so the processes are faster, more apt and streamlined to client needs. This leads to increased customer satisfaction. Infosys is perceived to be a company which hires and values only performers.


Physical Evidence:

The biggest physical evidence of Infosys are its company campuses which are presence all across the world. Some of the presence which the brand has are:

• Infosys won “Corporate Citizen of the Year Award’ by the Economic Times Award 2015

• Exemplary corporate governance certification by the Institute of Company Secretaries

• Pune and Bangalore buildings were awarded the Leadership in Energy and Environment Design (LEED)

Apart from this, the physical presence of the company are highlighted by innovative initiatives like Infosys foundation, Infosys Labs, Academic Entente and an annual prizes for scientists & researchers called Infosys Prize. All these complete the marketing mix of Infosys company.


About Infosys Limited:

Infosys Limited is an Indian multinational company which deals in business consulting solutions, information technology and outsourcing. It was found in 1981 by seven engineers, some of them are N. R. Narayana Murthy, Nandan Nilekani, S. Gopalkrishnan, etc. Some of its major competitors are Wipro technologies, Cognizant, Tata Consultancy Services, etc. Under the current leadership of Dr. Vishal Sikka the revenue has crossed fifty thousand crore rupees. Recent development in Infosys is Infosys Mana, which is deemed to amalgamate machine learning with organisational information. This is an initiative to deal with the new challenges of automation and innovation together, setting benchmarks.


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