Published by MBA Skool Team, Last Updated: March 25, 2017
Marketing Strategy of Wipro analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Wipro marketing mix, help the brand succeed.
Wipro marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Wipro Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Wipro Product Strategy:
The product strategy and mix in Wipro marketing strategy can be explained as follows:
Wipro is one of the biggest companies in India with widespread services. Wipro being a global IT player combines the business knowledge and industry expertise and technical knowledge and implementation skills to ultimately design their products and solutions to make their clients satisfied in the outmost level. Although Wipro being one of the largest conglomerate in India is present in myriad of businesses spreading across various sectors, their primary product width in their marketing mix includes Aerospace, Automotive, Consumer goods, energy, healthcare, insurance, media, retail, professional services, Analytics, Business processes, Cloud computing, consulting, Information management, infrastructure services, Internet of things, product engineering and many more. Wipro work on various technologies like Java, SAP, Dot Net, Agile, Python which gives competitive advantage to their client with their services. Master Data Management and Enterprise Data Warehouse are a few niche domains where Wipro is present. Catering to today’s demand Wipro services forms a part of Big Data Services, which is in highest demand.
Wipro Price/Pricing Strategy:
Below is the pricing strategy in Wipro marketing strategy:
Wipro’s products and services pricing policies in its marketing mix is as widespread as its offerings.
Wipro manufactures various consumer goods like LED Bulbs, emergency lights, iron, incandescent lights in the retail segment. Such products are priced in nominal range. The above referred products are primarily catering to the B2C segment just like in Fast Moving Consumer Goods market. In the B2B segment, which caters to the largest market for Wipro primarily includes Information Technology and Services. Price effectiveness is a major concern in such a segment where competition in the market decides the price. For IT service projects like SAP Implementation and services, JAVA development, Wipro quotes price of projects which tends to be lower than MNCs like Accenture, Oracle, Capgemini but higher than those quoted by national players like Infosys, Tech Mahindra, Cognizant Technologies Solutions.
Wipro Place & Distribution Strategy:
Following is the distribution strategy in the Wipro marketing mix:
Wipro is one of the leading companies with a huge geographic reach. Products of FMCG sector pertaining to the consumer goods are easily available in any retail store across India. Wipro has a vast distribution and retail network both in rural and in the urban area. This helps them to leverage the benefit for making greater sales and earn revenues. Wipro’s offices are located across all major cities in India and also in the offshore areas. The sales persons can be easily reached out by any customer or business enterprise to make arrangements of future deals. Also, due to the outsourcing of technology or services across various continents it has become very easy to reach out to Wipro about any project.
The place of the project is not a matter of concern for BPO and ITES companies such as Wipro.
Wipro Promotion & Advertising Strategy:
The promotional and advertising strategy in the Wipro marketing strategy is as follows:
Wipro spends good amount of their revenues on promotional activities. These promotions in its marketing mix primarily includes advertisements on Television for the consumer durable goods. Billboards and placards are also sometimes put up at strategic locations. Wipro takes part in a lot of corporate social responsibility projects in order to increase their goodwill and makes their presence felt in the industry. Project Wipro Cares focuses on key problems faced by communities like rehabilitation due to natural calamities, especially in the state of Odisha. Wipro take up activities like teaching in government school at rural areas where the quality of teaching is very bad. They also undertake in skill development especially for the engineering graduates. This indirectly benefits the industry and the country as a whole.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Wipro.
A blend of expertise and experience helps Wipro make a smooth process so as to make customer satisfied as per its promises. From winning a bet on a project to blueprint of a project to final implementation of it and go live with support every step is itself further subdivided into further many steps which enable Wipro roll out any project very easily and comfortably. Wipro makes sure that both its employees and customers do not face any issues while using its services. This is achieved only by maintaining high standards and ensuring step by step processes are met out.
Wipro focuses a lot on its people i.e. customers & employees. The Information Service industry is choked up by fierce competition; due to the presence of both national players and various Multi National Organizations playing with the outsourcing advantage. Thus, in order to be ahead in the competition Wipro ensures that they are able to tap onto the best of the talent in the Information Technology industry. It recruits from top engineering and management colleges across India otherwise lateral hiring from top human resource consultancy services. Thus, ensuring the quality of work is never compromised. This becomes a great advantage for Wipro as being a highly-coveted organization to work for, they are easily able to attract quality talent.
The presence of being in all major Selective Economic Zones across India, is itself a testimonial to Wipro’s presence across India. Its onshore and offshore offices work in collaboration with each other to provide the best quality of projects being executed simultaneously at different locations across the globe. This is because the work in Information technology sector is not affected due to location as in other industries. Being one of the greater players of IT in the world, Wipro’s offices are primarily concentrated in major cities and metropolis. Wipro’s physical evidence is also found from its website where it lists out every detail based on which a prospective customer can make a decision whether to approach them for a project or not. Hence, this considers Wipro marketing mix.
Wipro which is also known as Western India Products Limited in a conglomerate operating worldwide, particularly in the Information Technology and consultancy sector. It is headquartered in Bangalore in India. Wipro started in the year 1995 as vegetable oil manufacturer and was founded by Mohamed Hasham Premji. By 1980s they entered in to the Information Technology industry. Since then it has grown exponentially year on year and currently Wipro is one of the fortune 500 companies.
Headed by one of the eminent industrialist Mr. Azim Premji, and with annual revenues of ₹50,000+ crores, WIPRO is a giant player in the competitive Information Technology sector.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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