Marketing Mix Of IGATE and 7Ps (Updated 2024)

The Marketing mix of IGATE analyses the 7Ps of IGATE, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of IGATE. IGATE is associated with the IT industry and provides software development services related to that sector. It is an American-based public company. IGATE was founded in 1996, and in 2011, it acquired another computer systems concern, Patni, for an estimated 1.22 billion dollars.

The company changed its name to IGATE Patni but reversed to IGATE in May 2012. In 2015, Capgemini, a French IT firm, unveiled a deal to acquire IGATE via the 4-billion-dollar deal. The company targets insurance industries, other financial products and services companies, the banking sector, and large and midsized corporations as its target customers. It faces competition from several large companies, and some of them are as follows-

• Tata Consultancy Services Limited
• Cognizant Technology Solutions Corporation
• Infosys Limited

About IGATE

• Type: Information technology services company
• Industry: Information technology
• Founded: 1994
• Founder: Narendra Patni
• Headquarters: Noida, Uttar Pradesh, India
• Area served: Worldwide
• Key people: Ashok Vemuri (Chairman) and Vishal Sikka (CEO)
• Number of employees: 18,000

IGATE Product Strategy

IGATE is a global corporation offering services like consultation, training, operations-based solutions, and integrated technology.

The company fulfills the demands of insurance, manufacturing, communications, healthcare, engineering services, financial products and services, banking, media, entertainment, logistics, and retail and government solutions. IGATE offers solutions by adopting emerging and latest expertise and leveraging them to attain excellence.

IGATE, before its acquisition by Capgemini in 2015, was a technology and services company specializing in IT consulting and logistics outsourcing.

The new Product Mix of IGATE in 2024 is as follows (Source).

1. IT Consulting Services: IGATE offers a range of consulting services, helping businesses to align their IT strategies with business objectives. This included advising on digital transformation, IT strategy, and optimizing IT infrastructure.
2. Application Development and Maintenance: They provided tailored application development services, creating custom software solutions for various business needs. Additionally, they offered maintenance and support for these applications.
3. Business Process Outsourcing (BPO): IGATE’s BPO services cover various back-office operations, customer service, finance and accounting, and human resources management. These services aim to improve efficiency and reduce operational costs for clients.
4. Infrastructure Management: This included managing and supporting clients’ IT infrastructure, ensuring its efficiency, security, and scalability. Services encompassed network management, data center operations, and cloud infrastructure management.
5. Data and Analytics Services: IGATE offered data management and analytics services, helping businesses harness the power of data for decision-making. This included big data solutions, business intelligence, and data warehousing.
6. Digital Solutions: They provided digital transformation solutions, incorporating emerging technologies like cloud computing, mobile platforms, and social media to help businesses innovate and stay competitive.
7. Industry-Specific Solutions: IGATE developed specialized solutions for banking and financial services, healthcare, retail, manufacturing, and telecommunications, tailoring their offerings to meet industry-specific requirements.

After its acquisition by Capgemini, the product and service offerings of IGATE were integrated into Capgemini’s broader portfolio, enhancing its capabilities in software development, IT services, and consulting. The combined entity continued to focus on delivering innovative technology solutions to a global clientele.

IGATE Pricing Strategy

Before its acquisition by Capgemini, IGATE employed a nuanced pricing strategy tailored to its IT and consulting services. This strategy was instrumental in positioning the company competitively in the global IT services market. Here’s an insight into their competitive pricing approach:

1. Value-Based Pricing: IGATE’s core pricing strategy was centered around value-based pricing. This approach involved setting prices primarily based on the perceived value of the services to the customer rather than solely on the cost-of-service delivery. By emphasizing the quality, efficiency, and business impact of its services, IGATE was able to justify premium pricing for its high-value offerings.
2. Flexible Pricing Models: Understanding the diverse needs of its global clientele, IGATE offers flexible pricing models. These included fixed-price contracts, time-and-material models, and outcome-based pricing. Such flexibility allowed them to cater to a wide range of client needs and budget constraints, enhancing client satisfaction and loyalty.
3. Competitive and Strategic Pricing: While focusing on value, IGATE closely monitored market dynamics and competitor pricing. They strategically set their prices to be competitive, ensuring they remained an attractive choice for potential and existing clients.
4. Customized Pricing Solutions: Recognizing that each client’s requirements are unique, IGATE often provides customized pricing solutions. Tailored pricing based on the specific project scope, duration, complexity, and resource requirements allowed them to address individual client needs effectively.
5. Performance and Outcome-Based Pricing: IGATE adopted performance or outcome-based pricing models for certain services. In such cases, pricing was linked to achieving agreed-upon targets or outcomes, aligning the company’s incentives with client success, and fostering a partnership approach.

This strategic pricing approach allowed IGATE to build its brands and maintain strong client relationships, ensuring client satisfaction and business profitability. After merging into the firm Capgemini, these practices likely evolved, integrating into Capgemini’s broader pricing strategies while continuing to focus on delivering value and quality to clients worldwide.

IGATE Place Strategy

Before its acquisition by Capgemini, IGATE’s place strategy focused on developing and establishing a robust global presence and ensuring effective service delivery. Here’s an overview of their approach:

1. Global Delivery Model: IGATE operates with a global delivery model, having delivery centers in multiple countries. This model allowed efficient service delivery across different time zones and catered to a worldwide clientele.
2. Strategic Office Locations: The company strategically located its offices worldwide in key business and IT hubs. This not only facilitated proximity to significant clients but also helped in tapping into diverse talent pools.
3. Partnerships and Collaborations: IGATE formed strategic partnerships and collaborations with other companies and organizations. These alliances helped extend their reach, access new markets, and enhance their service offerings.
4. Client-Centric Approach: They strongly emphasized being close to their clients. This involved setting up dedicated teams or offices near significant clients to provide tailored services and foster strong client relationships.
5. Investment in Emerging Markets: IGATE actively sought opportunities in emerging markets, which allowed them to expand their client base and leverage growth opportunities in these regions.

IGATE Promotion Strategy

IGATE has carved a place for itself, and its personality is reflected via its slogans Speed, Agility, and Imagination. It is a symbolic gesture defining the company’s changed reason for being one of the best. To maintain its position, the brand has undertaken several promotional plans. This has helped in creating positive visibility and brand awareness. IGATE has consciously decided to go green via IBEES because it wants its policies to be eco-friendly. IGATE has received several recognitions and awards because of its contribution to the IT industry.

It won one of the highest awards in the financial year 2012, the World Class Award. In 2014, according to Fortune’s 100 Fastest Growing Companies list, it was ranked at 51st position. It also received the VCCircle Award in 2014 for 2013’s Best PE/VC-backed IT Company.

Some Recent Video ads and Print ads of IGATE are:

IGATE People Strategy

To provide insights on the “People” aspect of the Service Marketing Mix for IGATE (now part of Capgemini after their acquisition in 2015), it’s essential to focus on the workforce, culture, customer service, and expertise that define the company. Here are key points regarding the “People” marketing element:

1. Highly Skilled Workforce: IGATE, a global leader in IT consulting, relies on a highly skilled workforce in technology and consulting services. Their employees are often experts in their respective fields, including software development, business process outsourcing (BPO), and information technology services.
2. Global Talent Pool: The company draws talent from a global pool, with employees from various cultural and educational backgrounds. This diversity fosters innovation and a wide range of perspectives in solving complex business challenges.
3. Training and Development: IGATE invests significantly in the training and development of its employees. This includes technical training in the latest technologies and methodologies and soft skills training to improve client interaction, communication, and management skills.
4. Customer-Focused Approach: Employees at IGATE are trained to adopt a customer-focused approach. This means understanding each client’s specific needs and delivering tailored solutions that meet those needs. The emphasis is on building long-term relationships rather than short-term gains.
5. Performance and Reward System: The company implements a performance and reward system that recognizes and rewards employees for their contributions to its success. This motivates employees and aligns their goals with the company’s objectives.
6. Leadership and Management: Leadership at IGATE is known for being visionary and supportive, encouraging innovation and initiative among employees. Managers are expected to lead by example, fostering a culture of accountability, collaboration, and continuous improvement.
7. Employee Engagement: IGATE strongly emphasizes employee engagement, recognizing that a motivated and satisfied workforce is crucial for delivering high-quality services. This includes regular feedback mechanisms, employee satisfaction surveys, and initiatives to create a positive work environment.
8. Ethical and Professional Standards: The company adheres to high ethical and professional standards, expecting its employees to conduct business with integrity, respect, and professionalism. This is critical in maintaining trust with clients and stakeholders.
9. Client Service Teams: IGATE often operates with dedicated client service teams tailored to meet each client’s needs. These teams are composed of individuals who understand the client’s industry, technology, and business challenges, enabling them to provide effective and efficient service.
10. Innovation and Continuous Learning: Lastly, the people at IGATE are encouraged to innovate and engage in continuous learning. This culture of innovation helps the company stay ahead in a highly competitive and rapidly changing industry.

IGATE Process Strategy

The “Process” element of the Service Marketing Mix for IGATE (now part of Capgemini) involves the company’s methods and procedures to deliver its services efficiently and effectively to clients. This element is crucial in service industries like IT consulting and outsourcing, as it directly impacts the quality of service, customer satisfaction, and operational efficiency. Here are key points regarding IGATE’s process:

1. Client Onboarding Process: IGATE has a structured process for onboarding new clients, which includes understanding the client’s needs, setting expectations, and establishing communication protocols. This process ensures a smooth start to the partnership and sets the stage for successful project delivery.
2. Project Management Methodologies: The company employs proven project management methodologies, such as Agile, Scrum, and Waterfall, to manage and execute projects. This ensures projects are delivered on time, within budget, and meet or exceed client expectations.
3. Quality Assurance Systems: IGATE has rigorous quality assurance (QA) processes in place, including regular audits, peer reviews, and testing protocols, to ensure the highest quality of service delivery. This also involves continuous monitoring and improvement of service processes.
4. Customized Service Delivery: The company tailors its service delivery processes based on each client’s needs and requirements. This customization allows IGATE to provide clients with more relevant and practical solutions.
5. Technology Integration: IGATE leverages the latest technologies and software tools to streamline its service delivery processes. This includes using project management software, communication tools, and customer relationship management (CRM) systems to enhance efficiency and effectiveness.
6. Knowledge Management: The company places a strong emphasis on knowledge management, ensuring that valuable information, best practices, and learning are captured and shared across the organization. This helps in improving service delivery and fostering innovation.
7. Client Feedback and Continuous Improvement: IGATE has mechanisms to gather and analyze client feedback regularly. This feedback is used to continuously improve service processes, thereby enhancing customer satisfaction and loyalty.
8. Compliance and Governance: The company follows strict compliance and governance processes to meet legal, regulatory, and ethical standards. This is especially important in managing data privacy, intellectual property rights, and contractual obligations.
9. Risk Management: IGATE employs comprehensive risk management processes to identify, assess, and mitigate risks associated with service delivery. This ensures that potential issues are addressed proactively, minimizing impact on the client and the project.
10. Employee Involvement and Empowerment: Employees are encouraged to take ownership of processes and are empowered to make decisions that improve service delivery. This fosters a culture of accountability and innovation within the organization.

IGATE Physical Evidence Strategy

The “Physical Evidence” element of the Service Marketing Mix is critical for companies like IGATE (now part of Capgemini), as it provides tangible proof of the company’s service quality and excellence. In IT and consulting services, physical evidence encompasses the environment, facilities, and materials that support and reinforce the brand’s value proposition. Here are key points regarding IGATE’s physical evidence and marketing mix:

1. Corporate Offices and Infrastructure: IGATE’s global presence is marked by its corporate offices and development centers, which are designed to reflect the company’s technological prowess and commitment to innovation. These facilities have state-of-the-art technology and amenities to support employees and impress clients.
2. Brand Identity and Marketing Materials: The company’s brand identity, including its logo, website, brochures, and presentation materials, is physical evidence of its professionalism and market position. These materials convey the company’s values, expertise, and service offerings clearly and effectively.
3. Client Testimonials and Case Studies: Published testimonials and detailed case studies from satisfied clients are compelling physical evidence of IGATE’s ability to deliver high-quality solutions and achieve client satisfaction. These are often showcased on the company’s website and in marketing collateral.
4. Awards and Certifications: Recognition in the form of industry awards and certifications (such as ISO certifications, partnership accolades, and quality awards) provides tangible evidence of IGATE’s excellence, quality standards, and leadership in the IT and consulting sectors.
5. Technology and Innovation Labs: IGATE’s investment in technology labs and innovation centers demonstrates its commitment to leading-edge technology and innovation. These facilities allow clients to see firsthand the capabilities and technologies that IGATE brings to their projects.
6. Employee Professionalism and Attire: The professionalism and attire of IGATE’s employees also contribute to physical evidence. Employees, especially those in client-facing roles, adhere to professional dress codes and conduct, reinforcing the company’s commitment to professionalism and quality.
7. Client Workshops and Meetings: The conduct and setting of client workshops, meetings, and presentations provide physical evidence of IGATE’s approach to client engagement and service delivery. These interactions are opportunities to demonstrate expertise, attention to detail, and commitment to client success.
8. Service Delivery Reports and Documentation: Detailed reports, project documentation, and performance metrics provided to clients are physical evidence of the company’s transparency, accountability, and commitment to delivering value.
9. Online Presence and Digital Platforms: IGATE’s online presence, including its website, social media profiles, and digital platforms, offers tangible proof of its engagement with technology trends, thought leadership, and community involvement.
10. Corporate Social Responsibility (CSR) Initiatives: The company’s CSR initiatives and activities, documented through reports and events, are physical evidence of its commitment to ethical business practices and positive social impact.

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