Marketing Mix of Wipro Technologies and 7Ps (Updated 2024)

The Marketing mix of Wipro Technologies analyses the 7Ps of Wipro Technologies, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Wipro Technologies. Wipro Technologies is a public limited company of Indian origin. It is associated mainly with the Information and Technology industry as it deals in programming and related services. The company was founded in 1945 by its founder, Mohamed Premji.

In 2013, the company decided to purchase and demerge non-IT businesses so that they could work independently. Wipro Technologies can be best described as an integration of experience and expertise. The company ensures that neither its customers nor employees face difficulty handling a project.

It has set high standards and ensures that store management and its efficient co-workers maintain those standards. It faces competition from the following.

• TCS
• Mphasis
• Infosys
• Procter & Gamble
• Hindustan Unilever
• Tech Mahindra
• Oracle
• Accenture
• Cognizant Technologies Solutions

About Wipro Technologies

• Type: Information technology (IT)
• Industry: IT services
• Founded: June 29, 1945
• Founders: M.H. Hasham Premji
• Headquarters: Bangalore, India
• Area served: Worldwide
• Current CEO: Thierry Delaporte
• Number of employees: Over 250,000
• Major products: IT consulting, IT outsourcing, digital transformation, cloud computing, artificial intelligence, machine learning, data analytics, cybersecurity

Wipro Product Strategy

Wipro is a well-recognized global company that integrates technical know-how, business knowledge, and industry expertise to design some of the IT industry’s best final products and solutions.

It is one of the largest conglomerates with a varied and diversified product portfolio that spreads over sectors like automotive, aerospace, energy, consumer goods, online retailing, media, analytics, professional services, product engineering, and others. The company works on technologies like Python, Agile, Dot Net, SAP, and Java.

Wipro Technologies, a division of Wipro Limited, focuses primarily on Information Technology (IT) services and solutions. Its extensive product mix is geared towards technological innovation and digital transformation processes. Wipro’s commitment to quality is reflected in the meticulous sourcing of raw materials and thoughtful product packaging, underscoring its dedication to excellence.

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

1. IT Services: This includes a comprehensive range of IT services, such as system integration, application development and maintenance, software testing, and IT consulting. These services are designed to support clients in various stages of their IT operations, from development to deployment and maintenance.
2. Digital Transformation Services: Wipro Technologies offers digital services that help businesses transition to digital platforms. This encompasses cloud computing, cybersecurity, data analytics, artificial intelligence (AI), and Internet of Things (IoT) solutions.
3. Consulting Services: The company provides strategic consulting in IT governance, business process management, and technology strategy. These services are tailored to help businesses align their technology initiatives with their business goals.
4. Business Process Outsourcing (BPO): Wipro Technologies offers BPO services aimed at improving process efficiency and reducing operational costs. This includes customer service, finance and accounting, human resources, and supply chain management outsourcing services.
5. Infrastructure Management: This involves managing and optimizing the IT infrastructure of clients, including cloud infrastructure, networks, and end-user services. It’s a critical component for businesses looking to streamline their IT operations.
6. Enterprise Software Solutions: Wipro Technologies develops and implements enterprise software solutions, including ERP (Enterprise Resource Planning), CRM (Customer Relationship Management), and SCM (Supply Chain Management) solutions. These help businesses automate and manage core operations more efficiently.
7. Product Engineering and R&D Services: The company also offers product engineering, research, and development services, especially in software and hardware development. This is aimed at helping clients innovate and create new products in their respective markets.
8. Industry-Specific Solutions: Wipro Technologies provides tailored solutions for various industries, including healthcare, finance, retail, manufacturing, and more. These solutions are designed to address each industry’s unique challenges and requirements.

Wipro Technologies’ product mix reflects its commitment to leveraging technology in solving complex business challenges and its role as a critical player in the global IT services industry.

Wipro Pricing Strategy

Wipro’s pricing strategy is a sophisticated blend of market-oriented and value-based cost approaches, reflecting its stature in the global IT and consulting industry. The company’s marketing strategy incorporates psychological pricing, ensuring maximum value for customers. Here’s a breakdown of their strategy:

1. Value-Based Pricing: Value-based pricing is central to Wipro’s pricing model. They set prices based on the value delivered to the client, considering factors like project complexity, the technology used, and the potential business impact. This approach ensures clients feel they are getting a return on their investment.
2. Competitive Pricing: Wipro operates in a highly competitive market and aligns its pricing with industry standards. They conduct regular market analyses to stay competitive while ensuring their services offer distinct value propositions such as innovation, quality, and reliability.
3. Flexible Pricing Models: Understanding the diverse needs of clients, Wipro offers flexible pricing models. These include fixed-price contracts, time-and-materials pricing, and outcome-based pricing, allowing them to cater to various project scopes and client budgets.
4. Consultative Selling Approach: Wipro adopts a consultative selling approach, where pricing is often part of a broader discussion about client needs and solutions. This allows customized pricing structures tailored to specific client requirements and project goals.
5. Tiered Pricing for Different Service Levels: Wipro’s wide range of services allows for tiered pricing, where clients can choose from basic to premium service levels based on their needs and budget. This tiered approach makes their services accessible to a broader range of clients, from startups to large enterprises.
6. Strategic Discounting and Promotional Offers: To maintain long-term client relationships and attract new customers, Wipro occasionally employs strategic discounting and promotional offers, especially for their long-term or high-value clients.
7. Investment in Client Relationships: Recognizing the value of long-term partnerships, Wipro often invests in client relationships through initial competitive pricing, understanding that it will yield mutual benefits over time, including opportunities for upselling and cross-selling services.

Wipro’s pricing strategy, therefore, is not just about setting price points for competitors but is deeply integrated with its overall business strategy, emphasizing client relationships, value delivery, and market competitiveness.

Wipro Place Strategy

Wipro Technologies operates via its headquarters base in Bengaluru, India. The company was incorporated in Amalner in Maharashtra and, from there, has spread its reach to several countries like Bangladesh and the United Kingdom.

The IT sector is very competitive, and to tap the best available resources, the company recruits from top management and engineering colleges. The company ensures that the quality of work offered is never compromised.

Here’s the place strategy of Wipro.

1. Global Presence with Local Adaptation: Wipro has a widespread global presence, with offices and delivery centers across the Americas, Europe, Asia, Africa, and the Middle East. This global footprint allows Wipro to serve clients worldwide while understanding and adapting to local market needs and cultural nuances.
2. Strategic Location of Delivery Centers: Wipro’s delivery centers are strategically located in various parts of the World, including crucial technology hubs and regions with skilled talent pools. This facilitates efficient service delivery, access to a diverse talent base, and time zone advantages for global clients.
3. Partnerships and Alliances: Wipro maintains strong global partnerships and alliances with other technology and business leaders. These collaborations enhance their service offerings, broaden their market reach, and provide clients with comprehensive and cutting-edge solutions.
4. Investment in Emerging Markets: Wipro actively invests in emerging markets, recognizing their growth potential. By establishing a presence in these markets, Wipro positions itself to capture new business opportunities and diversify its client base.
5. Digital and Remote Service Capabilities: Embracing digital transformation, Wipro has developed robust capabilities for remote service delivery. This includes cloud-based solutions and virtual collaboration tools, enabling them to serve clients efficiently regardless of geographical constraints.

Wipro Promotion Strategy

Wipro Technologies has been the recipient of awards and recognition over the years. For example, in 2017, it was declared the World’s most ethical company for the sixth year. In 2016, it was at the 755th position on the Forbes Global 2000 List.

Wipro Technologies received Best System Integrator and Best Managed IT Services in the CIO Choice Awards 2015. In 2004, it won the National Award for Excellence in Corporate Governance. In 2002, Wipro was the first company related to software technology and services to be given an ISO 14001 certificate in India. It was also the first to receive an ISO 9000 certificate.

Wipro Technologies has adopted several policies and strategies for marketing its products and creating brand awareness. The company spends a more significant part of its revenues on its promotional activities. Wipro strategically shapes its marketing mix; Wipro Limited also employs personal selling and a focus on its own stores to reach its target audience.

For its FMCG products and products related to the B2C segment, it has created ad campaigns that are shown via television channels, radio, newspapers, radio, magazines, and billboards. Wipro Technologies advertises heavily via social media platforms. It has a Twitter account, Pinterest, Facebook page, and website to deal directly with interested parties.

Wipro Technologies actively participates in CSR activities to show its social responsibility and create further brand visibility. It has launched Project Wipro Care, which focuses on significant problems several communities face, like rehabilitation work because of natural calamities, rural education, and engineering graduates’ skill development.

Some Recent Video ads and Print ads for Wipro are:

Wipro People Strategy

When discussing the “People” aspect of the Service Marketing Mix for Wipro, we focus on the human element contributing to delivering and perceiving the company’s services. This includes the employees, their expertise, and the culture and values underpinning customer interactions. Here are some key points to consider:

1. Skilled Workforce: Wipro prides itself on a highly skilled and diverse workforce that spans multiple geographies. The company invests in continuous training and development programs to ensure its team remains at the forefront of technology and service trends.
2. Global Talent Pool: With operations in over 60 countries, Wipro’s employees bring diverse cultural perspectives and insights, enhancing creativity and innovation in service delivery.
3. Employee Engagement: Wipro strongly emphasizes employee satisfaction and engagement, recognizing that motivated and happy employees deliver better customer service. This includes initiatives for work-life balance, career progression, and recognition programs.
4. Customer-Centric Culture: The company fosters a deeply customer-centric culture, encouraging employees to go above and beyond in meeting client needs. This ethos is ingrained in all levels of the organization, from front-line staff to top management.
5. Leadership and Vision: Wipro’s leadership plays a crucial role in shaping the company’s culture and ethos. The company’s leaders are not just administrators but visionaries who guide the company through innovation and change, ensuring that the organization remains competitive and relevant.
6. Ethics and Values: Wipro is committed to ethical practices and a robust set of core values, which include integrity, respect, and responsibility. These values are communicated to all employees and are expected to guide their interactions with clients and each other.
7. Customer Support and Relationship Management: The company invests in extensive training for its customer support teams, ensuring they have the necessary skills to provide exceptional service. Relationship management is also a key focus, with dedicated teams working to build long-term partnerships with clients.
8. Inclusion and Diversity: Wipro is committed to creating a diverse and inclusive workplace where everyone feels valued and included. This approach enriches the company’s culture and improves its ability to serve a diverse global client base.
9. Innovation-driven Workforce: Employees are encouraged to innovate and think creatively, contributing to a culture of continuous improvement and excellence in service delivery.
10. Social Responsibility: Wipro’s commitment to social responsibility and sustainability is also reflected in its people. Employees are encouraged to participate in community service and sustainability initiatives, fostering a sense of purpose and commitment beyond their day-to-day work.

Wipro Process Strategy

In the Service Marketing Mix context, “Process” refers to the procedures, mechanisms, and flow of activities consumed by services. For Wipro, a leading global information technology, consulting, and business process services company, the process component is crucial for delivering value to clients and maintaining operational excellence. Here are key points highlighting the process aspect of Wipro’s service marketing mix:

1. Client Engagement Model: Wipro employs a structured client engagement model that starts with understanding the client’s business challenges and proposes customized solutions. This model ensures that client requirements are accurately captured and addressed.
2. Service Delivery Framework: The company has a robust service delivery framework that emphasizes quality, agility, and scalability. This framework leverages best practices, methodologies, and tools to deliver services efficiently and effectively.
3. Quality Management Systems: Wipro is committed to maintaining high-quality standards in its services and solutions. It employs various quality management systems and certifications, such as ISO 9001, CMMI Level 5, and Six Sigma, to ensure consistent service delivery and continuous improvement.
4. Innovation and Continuous Improvement: The process at Wipro is not static; it includes a strong focus on innovation and continuous improvement. The company invests in research and development to enhance its service offerings and improve delivery mechanisms.
5. Project Management Practices: Wipro utilizes advanced project management practices, tools, and technologies to ensure that projects are delivered on time and within scope and budget. Project management excellence is a critical component of Wipro’s process.
6. Customization and Flexibility: Understanding that each client’s needs are unique, Wipro’s processes are designed to be flexible and customizable. This allows for tailored solutions that fit specific client requirements while maintaining high efficiency.
7. Digital Transformation: Wipro leverages digital technologies and platforms to streamline its service delivery processes. This includes automation, artificial intelligence, cloud computing, and data analytics, which enhance efficiency and effectiveness.
8. Risk Management: Integral to Wipro’s process is a comprehensive risk management strategy that identifies, assesses, and mitigates potential risks throughout the service delivery lifecycle. This ensures that projects are de-risked and aligned with client expectations.
9. Communication and Reporting: Effective communication and transparent reporting mechanisms are built into Wipro’s processes. Regular updates and stakeholder engagement ensure that clients are informed and involved throughout the service delivery.
10. Compliance and Security: Wipro’s processes are designed to comply with international standards and regulations, ensuring data privacy and security. The company places a high emphasis on protecting client information and intellectual property.

Wipro Physical Evidence Strategy

In the Service Marketing Mix context, “Physical Evidence” refers to the environment in which a service is delivered and any tangible elements that facilitate the service or help customers evaluate the service before purchase. For a company like Wipro, which operates in the IT and consulting sectors, physical evidence plays a crucial role in shaping perceptions and providing assurance to clients. Here are key points that highlight the physical evidence aspect of Wipro’s service marketing mix:

1. Corporate Offices and Development Centers: Wipro’s global presence is marked by its state-of-the-art offices and development centers. These facilities reflect the company’s professional image and demonstrate its ability to deliver high-quality services.
2. Branding and Corporate Identity: The Wipro logo, corporate branding, and color scheme serve as a significant element of physical evidence. These elements are consistently applied across various touchpoints, including office spaces, marketing materials, and digital platforms, contributing to a solid and recognizable brand identity.
3. Technology Infrastructure: Wipro’s advanced technology infrastructure and tools to deliver its services prove its commitment to innovation and excellence. This includes cutting-edge software, hardware, and networking facilities that enable efficient service delivery.
4. Client Testimonials and Case Studies: Published testimonials, case studies, and success stories prove Wipro’s capabilities and achievements. These documents allow potential clients to gauge Wipro’s expertise and the value it has delivered to other businesses.
5. Awards and Certifications: Accolades and certifications from industry bodies and standards organizations are physical evidence of Wipro’s quality, reliability, and adherence to best practices. This includes quality certifications, security standards, and industry-specific awards.
6. Marketing Collateral: Brochures, datasheets, reports, and promotional materials that detail Wipro’s services and solutions offer tangible insights into what the company provides, helping to build credibility and trust with prospective clients.
7. Digital Presence: Wipro’s website and social media platforms are crucial elements of physical evidence in the digital age. They provide a wealth of information about the company’s services, values, culture, and market positioning.
8. Corporate Social Responsibility (CSR) Reports: Wipro’s commitment to sustainability and social responsibility is documented in its CSR reports. These reports offer physical evidence of the company’s ethical practices and impact on society and the environment.
9. Client Portals and Dashboards: Customized client portals and dashboards that Wipro provides for project management and communication serve as physical evidence of the company’s transparency and collaborative approach to service delivery.
10. Employee Presentation: Wipro’s employees’ professional appearance, behavior, and communication during client interactions are physical evidence of the company’s culture and professionalism. Employees, in their capacity, embody Wipro’s values and quality standards.

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