Published by MBA Skool Team, Last Updated: December 18, 2017
Marketing Strategy of Capgemini 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 Capgemini marketing mix, help the brand succeed in the market.
Capgemini marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Capgemini Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Capgemini marketing strategy can be explained as follows:
Capgemini is a leading global provider of technology solution services that identifies issues such as design, development and implementation of the technology projects and helps with solutions that cover systems integration. Capgemini is a processing and enterprise management company and is the largest supplier of information services delivering transformation and improved performance to businesses all over the world. The company offers various solutions and service offerings in its marketing mix product strategy. It also caters to sectors such as supply chain management, human resource consulting, marketing, sales and services and finance transformation. Capgemini’s outsourcing services comprise of applications, infrastructure business, process outsourcing, and service management and also offering local professional services via the subsidiary.
Capgemini Price/Pricing Strategy:
Below is the pricing strategy in Capgemini marketing strategy:
There are three channels for sales and ordering in direct distribution environment like Capgemini such as the ecommerce channel, the call centre and direct salesman.
In a global platform like Capgemini, pricing may be at the discretion of the salesman and tends to be localized. Price increase depends on industry or tax implication, also determined by an impact on the re-ordering process and the relationship between their back end systems and the ordering engine. Pricing can also be led by factors related to volume and may also contain promotions, which might be brand, customer, order, channel or time specific and account specific. The pricing depends upon the accounting rules applied and needs to be aligned to the back end billing engine.
Following is the distribution strategy in the Capgemini marketing mix:
Capgemini is operating in 40 countries with the help of a strong network of more than 190,000 people. Capgemini is a global player and provides its services to clients across North America, Latin America, Europe and the Asia-Pacific region. India is the most important geography with more than half of its total employees.
The company has employees and clients spread all across the globe and is present in almost all major metros.
Capgemini Promotion & Advertising Strategy:
The promotional and advertising strategy in the Capgemini marketing strategy is as follows:
Capgemini has a database of information based on the research that it teams conducts and also has information about the present as well as future needs of the existing customers. Thus direct marketing is the main channel of promotion. Capgemini also engages in print advertising. It sends mailers to the prospective customers and then generates the leads based on the responses received. It also gives options to the recipient of the mailers to opt out of subscription. It organizes events and conferences and invites prospective customers based on the data base they have. Capgemini also partners with various global community programs. It has a strong partnership with Naandi Foundation’s Nanhi Kali initiative in India. This program is focused on sponsoring girls’ education that is often discriminated against. In 2010, it sponsored over 12,000 girls in India and is currently the largest corporate sponsor internationally and the second largest overall.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Capgemini.
Capgemini employees are guided by seven core values: team spirit, freedom, trust, honesty, boldness, modesty, and fun. The company encourages free exchange of ideas, respect for differences, and wellbeing in the workplace for everyone through People Charter. It provides opportunity to learn, virtual courses and classroom-based, e-learning modules and rich-media online resources at the Capgemini Group University. The company is committed to creating a safe and secure environment for its people by promoting modesty, trust, honesty and team spirit and encouraging everyone to use their own special talents and unique values. Consultants are recruited in major areas of operations such as Technology Services, Financial Services, Outsourcing Services, Capgemini Consulting, and Local Professional Services. The promotional opportunities are determined by the level of responsibility involved, skills and performance. It provides supportive, approachable co working and friendly environment. Capgemini has an intelligent, innovative and strategic work force that enables it to provide exceptional services to its clients. It is a people-oriented business and its focus is on the professional well-being and development of all its employees. Capgemini is pleased as more women are reaching its senior positions, and is proud of the female representation that it has in its top leadership team.
Capgemini won 3 category awards at the 2016 SAP Quality Awards, and the Global Sourcing Association chose a banking program of Capgemini with HMRC for its UK Public Sector Outsourcing Project of the Year Award. The offices are its biggest physical presence. The reports, publications etc by the company also show the customer facing physical evidence of the brand.
Capgemini takes the leads generated from various sources such as sales team, mail responses, and personal contacts during conferences etc. and holds a primary discussion with the prospects. The project requirements are then discussed within the team and timelines are prepared with the action plans. The clients are then briefed about the costs, timelines and manpower requirement. On the other hand, Capgemini also has dynamic third party supplier registration program. Interested parties are asked to provide the information and Capgemini does a thorough assessment in selecting the suppliers. Capgemini also conducts surveys with its customers and implements changes based on the suggestions and conclusions of the survey analysis. Hence this concludes the marketing mix of Capgemini.
Capgemini is a French multinational, one of the world’s leading management consulting, professional services, transformation, outsourcing and business consulting corporation founded in 1967.
Capgemini is headquartered in Paris, France. It was founded by Serge Kampf in Grenoble, France.
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