Marketing Mix Of Infosys and 7Ps (Updated 2024)

The Marketing mix of Infosys analyses the 7Ps of Infosys, including the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Infosys. Infosys is a public corporation of Indian origins. It is a multinational company associated with the IT industry and deals in business consulting, outsourcing services, and information technology. Infosys was founded in 1981 by its co-founders, N. R. Narayana Murthy, N. S. Raghavan, Nandan Nilekani, and others. In 2013, it was ranked fifth as H-1B visa’s largest employer in the United States. In February 2015, it was ranked sixth in the market capitalization of a publicly traded company with 263,735 crore rupees of market capitalization.

Some of its rival companies are as follows-

• Cognizant
• Wipro Technologies
• Tata Consultancy Services

About Infosys

• Type: Multinational information technology company
• Industry: Information technology, consulting, outsourcing
• Founded: July 2, 1981
• Founders: N. R. Narayana Murthy, Nandan Nilekani, S. D. Shibulal, Kris Gopalakrishnan, Ashok Arora
• Headquarters: Bengaluru, India
• Area served: Worldwide
• Current CEO: Salil Parekh
• Number of employees: Over 343,234
• Major products: Business consulting, information technology, outsourcing services

Infosys Product Strategy

Infosys is a major powerhouse and firm that offers business solutions in the IT sector. It is a pioneer in software services and offshore outsourcing. The company provides help in the development of new products and services and the implementation of technology and business strategies in the digital environment.

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

1. Software Services: Specializes in offshore outsourcing and development of new software products.
2. Business Consulting: Offers strategic consulting services in technology and business operations.
3. Diverse Industry Focus: Serves automotive, utilities, transportation, retail, resources, media, life sciences, insurance, hospitality, healthcare, energy, manufacturing, consumer goods, communications, banking, and defense.
4. Technology Services: Provides systems integration, product engineering, and application services.
5. Infrastructure and Enterprise Services: Offers infrastructure services, enterprise-quality services, and corporate performance management.

Infosys Pricing Strategy

Infosys employs a pricing and marketing strategy that balances competitive positioning with value delivery. This approach is outlined in several vital points:

1. Fair Pricing: Infosys sets reasonable and justifiable rates for the services offered.
2. Competitive Advantage: Leveraging India’s economic benefits, such as skilled labor at lower costs, Infosys provides cost-effective solutions.
3. Penetration Pricing: To expand its market reach, Infosys sometimes adopts penetration pricing, making its services accessible to a broader client base.
4. Quality and Affordability: The company balances offering high-quality services and keeping rates realistic and affordable.
5. Market Competition: Facing stiff competition, Infosys ensures its pricing remains competitive while delivering value.

Infosys Place Strategy

Infosys is one of India’s largest IT companies, headquartered in Bengaluru, Karnataka. By mid-January 2016, Infosys was catering to the demands of nearly 1,045 clients across 50 countries. In 1987, the company opened its first overseas office in the United States, and in 1996, it set up its first European office at Milton Keynes in the United Kingdom. 1999, Infosys opened several offices in Australia, Belgium, Sweden, Japan, China, and Germany. Its widespread global footprint includes services through development centers and sales and marketing offices.

Infosys’ place strategy can be summarized in the following points:

1. Global Presence: Infosys operates worldwide, catering to clients in numerous countries across continents.
2. Headquarters in India: The company is headquartered in Bengaluru, India, which is its primary operational hub.
3. International Offices: Infosys has established offices in key global markets like the United States, Europe, Asia-Pacific, and Australia to provide localized services.
4. Development Centers: They maintain a network of development centers worldwide, which support their global delivery model.
5. Client-Centric Locations: Infosys strategically places its offices and centers close to its client base, facilitating better communication and service delivery.

Infosys Promotion Strategy

Infosys is India’s most trusted and popular brand and has an impressive marketing campaign for services and products advertised in electronic and print media. The company’s marketing management also has a website that offers relevant details and information to interested parties. Infosys is included in the top twenty green companies. In 1996, the Infosys Foundation started supporting underprivileged people in rural development, culture, education, and healthcare areas. One of its entities, Academic Entente, explores opportunities between academia and Infosys via student trips, case studies, and speaking engagements. For research and innovation, the company has Infosys Labs that collaborates with international and domestic universities.

An annual Infosys Prize from India is awarded to social scientists, engineers, researchers, and scientists, including 65 lakh rupees, a citation certificate, and a gold medallion. It is one of the most admired global companies because of its employee-friendly policies. Infosys received the National Award for Excellence in Corporate Governance in 2000 and 2001 and was awarded Best Employer of India. In 2002, it was awarded India’s Most Respected Company.

Some Recent Video ads and Print ads for Infosys are:

Infosys People Strategy

When discussing the “People” aspect of the Service Marketing Mix for Infosys, it’s essential to highlight the role of employees, company culture, customer service, and training, as these elements significantly contribute to Infosys’ success. Here are some key points regarding the “People” component:

1. Skilled Workforce: Infosys boasts a highly skilled and diverse workforce specializing in various domains such as IT, consulting, and business process management. The company invests heavily in recruiting top talent from around the globe.
2. Training and Development: Infosys is renowned for its rigorous training programs for employees, especially its Global Education Center in Mysore, which is one of the world’s largest corporate universities. These programs ensure that employees are well-versed in the latest technologies and methodologies.
3. Employee Satisfaction and Retention: Infosys places a strong emphasis on employee satisfaction, providing various initiatives for work-life balance, career development, and employee engagement. This has helped in maintaining a lower attrition rate compared to industry standards.
4. Leadership and Management: The company’s leadership is known for its visionary and ethical standards, contributing significantly to its brand reputation. Leadership focuses on transparency, employee empowerment, and strategic growth.
5. Customer Service Excellence: Infosys prioritizes customer service, with dedicated teams to handle client projects, ensuring high-quality service delivery. The emphasis on long-term client relationships has been pivotal in its success.
6. Innovation Culture: Encouraging innovation at all levels, Infosys allows its people to experiment and develop innovative solutions to complex problems. This culture of innovation enhances its service offerings and customer satisfaction.
7. Diversity and Inclusion: Infosys is committed to promoting diversity and inclusion within its workforce, ensuring a wide range of perspectives and ideas are represented. This enriches the workplace culture and enhances creativity and problem-solving capabilities.
8. Corporate Social Responsibility (CSR): Infosys’ employees are actively involved in various CSR activities through the Infosys Foundation, contributing to social and environmental causes. This reflects the company’s commitment to giving back to society and the importance of its people being socially responsible.
9. Global Presence with Local Expertise: With employees from various nationalities and offices across the globe, Infosys combines global expertise with local insights to cater to its diverse client base, making its service offerings robust and adaptable.
10. Communication and Collaboration: Infosys fosters a culture of open communication and collaboration among its employees, encouraging teamwork and sharing ideas. This is crucial for delivering complex service solutions to clients.

Infosys Process Strategy

The “Process” element of the Service Marketing Mix refers to companies’ methods and procedures to deliver their services to customers. For Infosys, a global leader in consulting, technology, and outsourcing solutions, its processes are crucial in ensuring efficient service delivery, client satisfaction, and operational excellence. Here are some key points regarding the “Process” component for Infosys:

1. Client Engagement Model: Infosys employs a structured client engagement model that starts from understanding client needs through development and deployment to after-sales support. This model ensures a systematic approach to project management and service delivery.
2. Project Management Practices: Infosys follows best-in-class project management practices, including agile methodologies and the Infosys Global Delivery Model, allowing flexibility, scalability, and efficient resource allocation across global projects.
3. Quality Assurance and Control: The company adheres to strict quality standards and employs various quality assurance mechanisms, including certifications like ISO and Six Sigma methodologies, to ensure error-free service delivery.
4. Innovation and Continuous Improvement: Infosys has established a dedicated Innovation Ecosystem, including the Infosys Innovation Fund, labs, and academic partnerships to foster innovation. Continuous improvement processes are embedded in projects to enhance efficiency and effectiveness.
5. Customized Solutions: The process at Infosys involves customizing solutions to meet specific client requirements, ensuring that the services provided perfectly align with the client’s business goals and strategies.
6. Risk Management: Infosys has robust risk management processes to identify, assess, and mitigate risks associated with project execution, data security, and compliance, ensuring smooth service delivery.
7. Knowledge Management: The company strongly emphasizes knowledge management, facilitating the sharing and management of knowledge across teams. This ensures the workforce is up-to-date with the latest technologies and industry practices.
8. Digital Transformation Services: Infosys’ processes are designed to support clients through digital transformation journeys, leveraging digital technologies like AI, cloud, and analytics to drive business growth and efficiency.
9. Sustainability Practices: Infosys incorporates sustainability into its processes to reduce its environmental impact and promote sustainable practices across its operations and service delivery.
10. Feedback and Continuous Learning: The process includes mechanisms for gathering client feedback, which is crucial for continuous learning and improvement. Infosys also invests in employee learning and development to meet evolving industry demands.
11. Scalability and Flexibility: The service delivery process at Infosys is designed to be scalable and flexible, allowing the company to manage projects of varying sizes and complexities efficiently and adapt to changing client needs.

Infosys Physical Evidence Strategy

The “Physical Evidence” component of the Service Marketing Mix pertains to the environment in which the service is delivered and any tangible elements that facilitate the service process or help consumers evaluate the service. For a company like Infosys, which primarily operates in the IT and consulting sectors, physical evidence is crucial in reinforcing its brand image and assuring clients of its capability and credibility. Here are some key points regarding the “Physical Evidence” for Infosys:

1. Corporate Campuses: Infosys’ state-of-the-art campuses across the globe serve as a significant part of its physical evidence. These campuses are designed with a focus on sustainability, innovation, and employee well-being, reflecting the company’s values and technological prowess.
2. Global Offices: Infosys’ offices in major cities worldwide provide tangible proof of its global reach and local availability to serve clients in different regions.
3. Innovation Hubs and Labs: Infosys has established various innovation hubs and labs that showcase its commitment to leading-edge technology and innovation. These facilities support research and development and testify to Infosys’ capabilities in delivering cutting-edge solutions.
4. Client Experience Centers: The company has set up client experience centers that offer a hands-on look at Infosys’ portfolio of services and solutions. These centers help demonstrate the company’s expertise and commitment to delivering value to clients.
5. Awards and Certifications: Infosys has received numerous awards and certifications for quality, sustainability, and innovation. Displaying these awards and recognitions in its offices and campuses adds to the physical evidence of its achievements and industry standing.
6. Branding Materials: The use of consistent branding across its physical and digital assets, including signage, business cards, brochures, and reports, helps create a cohesive image that clients can recognize and trust.
7. Corporate Website and Digital Platforms: While technically part of digital evidence, the corporate website and other digital platforms serve as a critical interface for clients and partners, providing comprehensive information about Infosys’ services, solutions, and successes.
8. Customer Testimonials and Case Studies: Published testimonials and detailed case studies from clients prove Infosys’ ability to deliver high-quality services and solutions, reinforcing trust and credibility among potential clients.
9. Company Reports and Publications: Annual reports, sustainability reports, and other official publications provide tangible evidence of Infosys’ performance, strategic direction, and commitment to corporate social responsibility.
10. Employee Engagement and Culture: The visible culture of innovation, teamwork, and employee engagement at Infosys campuses and events reflects the company’s ethos and values, contributing to its reputation as a desirable employer and reliable service provider.

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