Marketing Mix Of Syntel and 7Ps (Updated 2024)

The Marketing mix of Syntel analyses the 7Ps of Syntel, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Syntel. Syntel is a publicly traded company based in the United States. It is associated with the IT industry and deals in the consulting and services sector. Syntel is a minority-owned business founded in 1980 by its co-founders, Neerja Sethi and Bharat Desai. With the help of rich capabilities and unmatched experience, Syntel helps accelerate productivity via innovative products and minimizing costs. It faces competition from the following companies.

• Wipro Limited
• Infosys Technologies Limited
• Tata America International Corporation
• International Business Machines
• Cognizant Technology Solutions
• Computer Sciences Corp

About Syntel

• Type: Information Technology (IT) and Business Process Outsourcing (BPO) services company
• Industry: IT and BPO
• Founded: 1980
• Founders: Bharat Desai and Neerja Sethi
• Headquarters: Troy, Michigan, United States
• Area served: Worldwide
• Key people: Rakesh Khanna (Chairman) and Jaspreet Singh (CEO)
• Number of employees: 19,000+

Syntel Product Strategy

Syntel started its operations by offering software-related staffing services to customers of various other companies and corporations. It is the first IT service company in the United States to adopt the Global Delivery Model.

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

1. Technology Services: This segment includes a variety of services such as Mobility Solutions, Testing, Syntel Digital One, Legacy Modernization, IT Infrastructure Management, Enterprise Solutions, Data and Insights, Cybersecurity, Cloud Services, Application Lifecycle Management
2. Industry Solutions: Syntel provides tailored solutions for several industries, including Hospitality and Travel, Transportation and Logistics, Retail, Manufacturing, Insurance, Life Sciences, Healthcare, Banking and Financial Services, Telecom
3. Knowledge Process Outsourcing (KPO): This involves outsourcing core information-related business activities and includes retail, manufacturing, insurance, life sciences and healthcare, banking, and financial services KPO.

Syntel Pricing Strategy

Syntel’s pricing and marketing strategy can be characterized by its focus on competitive price and positioning within the IT services and consulting industry. Here’s a detailed look at the market strategy:

1. Competitive Pricing: Syntel adopts a competitive pricing policy, positioning its offerings at prices comparable to, or slightly lower than, those of its main competitors like Wipro Limited, Infosys Technologies Limited, and Tata America International Corporation. This strategy is aimed at capturing market share and appealing to cost-conscious clients.
2. Value-Based Pricing: The company’s pricing also reflects the value of its diverse services, from technology services to industry-specific solutions. This approach allows Syntel to charge prices that align with the perceived value and outcomes delivered to clients rather than purely on a cost-plus basis.
3. Dynamic Pricing for Different Services: Syntel’s diverse range of services, including advanced technology solutions like cloud services and cybersecurity, likely come with different pricing models. This dynamic pricing strategy allows flexibility and customization depending on the complexity and demand for specific services.
4. Tailored Pricing for Industry Solutions: Given its focus on various industries, such as healthcare, banking, and retail, Syntel may employ tailored pricing strategies for each sector. This segmentation ensures that pricing is aligned with industry-specific requirements and client expectations.
5. Strategic Discounts and Deals: Syntel might offer strategic discounts or bundled deals to maintain long-term relationships and attract new clients, especially for large-scale projects or long-term contracts. This approach can enhance client acquisition and retention.

Syntel Place Strategy

Syntel is based in America, with its headquarters in Troy, Michigan. In 1992, it established global development centers in Chennai and Mumbai in India. In 1997, Syntel established overseas offices in Singapore and London. In 2002, the company opened other Global Development centers at Pune in India, Phoenix in the United States, and in 2013 at Tirunelveli in India.

Syntel has thirty facilities worldwide, in Maryland in the United States, Manila in the Philippines, the United Kingdom, Australia, Germany, and Canada. Its development and innovation centers in the United States are in Baltimore, Tennessee, Memphis, Nashville, and Arizona. In India, its branch offices are in Mumbai, Delhi, Kolkata, Jaipur, Nagpur, Hyderabad, Bengaluru, Ahmedabad, Pune, and Chennai.

By the end of September 2016, Syntel was served by a unique and talented workforce of 23,055 employees. Syntel has a widespread and robust distribution channel. Its twenty-six clients in India include three hundred indirect and direct channel partners spread over several parts that are technically equipped to offer cutting-edge solutions. The direct Sales team of Syntel is located in Delhi, Jaipur, Guwahati, Kolkata, and Chennai, and both direct and indirect sales marketing management teams have been trained to provide after-sales, marketing management, and sales support for future and current needs.

Here are the critical points regarding Syntel’s place strategy:

1. Global Presence with Headquarters in America: Syntel’s main office is in Troy, Michigan, USA, anchoring its significant presence on the American continent. This strategic location serves as the central hub for its global operations.
2. Expansion in India and Other Regions: The company established its first development centers in Chennai and Mumbai, India, in 1992. It expanded with offices in Singapore and London in 1997, highlighting its commitment to global reach and local presence in key markets.
3. Worldwide Facilities: Syntel boasts about thirty facilities worldwide, including locations in the United States, Philippines, United Kingdom, Australia, Germany, and Canada. This extensive network of offices and development centers enables Syntel to cater to a diverse global client base.
4. Local Offices and Distribution in India: In India, Syntel has established a robust distribution channel with 300 direct and indirect channel partners, along with direct sales offices in several cities. This structure allows for market penetration and service delivery in a vital market.
5. Skilled Workforce and Service Delivery: As of the last report, Syntel employed over 23,000 highly skilled staff, emphasizing the importance of human capital in delivering its services. The company’s extensive workforce is crucial for maintaining its diverse service offerings and meeting client needs across various locations.

Syntel Promotion Strategy

Syntel has received numerous awards for its works, such as The Fastest Growing Companies (#30 in the year 2013) by Crain’s Detroit Business, NASSCOM’s Top 10 Players in IT Services, and the Best Innovative Lean Project Award. Syntel is aware of its corporate responsibility through social media and promotes the participation of employees in community programs. It denotes resources to charitable events like St. Judes Children’s Research Hospital, The Boy Scouts of America, Friends of Oakland Family Services, Special Olympics, and United Way. It launched S’Prayas in 2006 to create opportunities for underprivileged children and received the 2008-09 Award of Excellence for Corporate Social Responsibility in 2009.

Some Recent Video ads and Print ads for Syntel are:

Syntel People Strategy

When discussing the “People” aspect of the Service Marketing Mix for Syntel (now part of Atos following its acquisition), it’s crucial to focus on the human elements that contribute to the global delivery model and perception of their existing products and services. Here are some key points that might be relevant:

1. Employee Expertise and Training: Syntel, a global provider of integrated technology and business services, emphasizes hiring skilled professionals with expertise in various technological domains. Continuous training and development programs ensure employees stay abreast of the latest technologies and industry practices.
2. Customer Service Orientation: Interactions between employees and clients are paramount. Syntel likely invests in customer service training to ensure its staff can handle inquiries efficiently, solve problems effectively, and maintain high customer satisfaction.
3. Teamwork and Collaboration: Given the complex nature of IT and business services, teamwork and collaboration among employees across different departments are essential for delivering integrated solutions to clients. Syntel fosters a culture of collaboration, enabling cross-functional teams to work together seamlessly.
4. Global and Diverse Workforce: Syntel’s global workforce reflects the company’s international operations. This diversity brings many perspectives, ideas, and solutions, benefiting innovation and problem-solving.
5. Leadership and Management: The leadership team at Syntel is responsible for setting strategic directions, cultivating a solid organizational culture, and ensuring the company adapts to changing market dynamics. Effective leadership is crucial for motivating employees and driving the company toward achieving its goals.
6. Client Relationship Management: Employees at Syntel, especially those in client-facing roles, are critical in building and maintaining solid client relationships. This involves understanding clients’ needs, providing tailored solutions, and ensuring client expectations are met or exceeded.
7. Technical Support and Maintenance Teams: A technology services company like Syntel must have a dedicated and skilled technical support and maintenance team. These teams play a key role in ensuring the smooth operation of clients’ systems and swiftly addressing any issues.
8. Human Resource Policies: The company’s HR policies related to recruitment, retention, and employee satisfaction are pivotal in maintaining a motivated workforce. These policies are designed to attract top talent, reduce turnover, and ensure a positive working environment.
9. Ethics and Professionalism: Adhering to high ethical standards and professionalism is essential for maintaining trust with clients and partners. Syntel employees are expected to uphold these values in their daily operations.
10. Communication Skills: Effective communication is vital in the service industry. Syntel invests in developing its employees’ communication skills to ensure clear, concise, and practical interaction with clients and within the team.

Syntel Process Strategy

The “Process” element of the Service Marketing Mix for Syntel (now a part of Atos) refers to the procedures, mechanisms, and flow of activities consumed by services. This is crucial in the marketing strategy for ensuring that the services provided to target consumers are efficient, high-quality, and meet customer expectations. Here are some key points related to the processes at Syntel:

1. Client Engagement Model: Syntel likely has a structured client engagement model that outlines how it interacts with clients from the initial contact to the delivery of services and post-delivery support. This model ensures consistency in service quality and client experience.
2. Service Delivery Framework: The company employs a robust service delivery framework defining the service delivery methodology. This includes project management practices, delivery models (Agile, Waterfall, or hybrid approaches), and quality assurance processes to ensure services are delivered effectively and efficiently.
3. Quality Assurance and Control: Quality assurance mechanisms are integral to Syntel’s process. These might include regular audits, peer reviews, standardized project management, and software development life cycles to minimize errors and ensure the final product meets client requirements.
4. Customization and Flexibility: Understanding that each client has unique needs, Syntel’s processes are designed to be flexible. This allows for customization of services and solutions to meet specific client demands while maintaining high-quality standards.
5. Technology Integration: Syntel integrates the latest technologies into its service delivery processes. This includes using automation tools, AI, and machine learning to enhance efficiency and effectiveness in project execution and delivery.
6. Communication and Reporting: Effective communication channels and reporting mechanisms are established for transparency with clients. Regular updates, meetings, and reports ensure clients are informed about the progress of their projects and can provide feedback.
7. Risk Management: Syntel incorporates risk management processes to identify, assess, and mitigate risks throughout the project lifecycle. This proactive approach helps minimize potential disruptions to service delivery and project outcomes.
8. Continuous Improvement: The company likely adopts a continuous improvement mindset, utilizing client feedback, project retrospectives, and performance data to refine and enhance service delivery processes over time.
9. Compliance and Security: Adherence to legal, regulatory, and security standards is crucial in Syntel’s processes. This includes compliance with data protection regulations, intellectual property laws, and industry-specific standards.
10. Training and Development: Continuous training and development for employees ensure they are proficient in the latest methodologies, technologies, and best practices. This is key to maintaining the effectiveness of Syntel’s service delivery processes.
11. Scalability and Adaptability: Syntel’s processes are designed to be scalable and adaptable, allowing the company to handle projects of varying sizes and complexities and to adjust to changing market conditions and client requirements.

Syntel Physical Evidence Strategy

The “Physical Evidence” element of the Service Marketing Mix for Syntel, which is now part of Atos following its acquisition, pertains to the environment in which the service is delivered and any tangible commodities total assets that facilitate the service or help consumers evaluate it beforehand. This aspect is particularly significant in IT and business process services, where tangible elements can help to demonstrate the company’s professionalism, quality of service, and technological prowess. Here are some key points related to the physical evidence of Syntel:

1. Corporate Branding: The visual identity of Syntel, including its logo, color scheme, and overall branding, serves as physical evidence. This branding is consistently applied across various platforms and materials, such as the company website, marketing materials, presentations, and business cards, conveying a professional image.
2. Office Locations and Infrastructure: The physical presence of Syntel through its global office locations, including headquarters, regional offices, and delivery centers, provides tangible proof of its worldwide reach and capacity to deliver services. The infrastructure, including state-of-the-art facilities, showcases the company’s investment in providing a conducive work environment for its employees and serving its clients better.
3. Technology Labs and Innovation Centers: Syntel may have technology labs and centers demonstrating its commitment to technological advancement and innovation. These facilities allow clients to experience firsthand the company’s capabilities in developing cutting-edge solutions.
4. Client Testimonials and Case Studies: Published testimonials and case studies from satisfied clients are physical evidence of Syntel’s ability to deliver quality services and achieve client objectives. These documents prove the company’s expertise and success in handling complex projects.
5. Awards and Certifications: Recognitions, awards, and certifications from industry bodies and professional organizations are physical evidence of Syntel’s excellence, adherence to quality standards, and commitment to best practices in its field.
6. Marketing and Promotional Materials: Brochures, flyers, and promotional videos that detail Syntel’s services, solutions, and success stories serve as tangible elements that clients can review to assess the company’s capabilities and offerings.
7. Reports and Publications: Annual reports, sustainability reports, and thought leadership publications provide physical evidence of Syntel’s financial stability, commitment to social responsibility, and industry expertise.
8. Corporate Website and Online Portals: The design, functionality, and content of Syntel’s corporate website and client portals act as digital-physical evidence, offering a user-friendly interface and comprehensive information about the company’s services, values, and industry insights.
9. Service Documentation: Detailed service agreements, project plans, and delivery documentation offer clients tangible proof of the proposed service structure, deliverables, and timelines, reinforcing transparency and trust.
10. Work Environment and Employee Presentation: The professionalism of Syntel’s employees, including their attire, behavior, and the way they communicate with clients, contributes to the overall physical evidence of the company. The work environment, whether it’s in an office setting or during a virtual meeting, also reflects the company’s organizational culture and operational efficiency.

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