Marketing Mix Of Tech Mahindra and 7Ps (Updated 2024)

The Marketing mix of Tech Mahindra analyses the 7Ps of Tech Mahindra, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Tech Mahindra. Tech Mahindra Limited is a publicly traded company of Indian origin. It is associated with the IT consulting and services industry and was founded in 1986 by its founder, Anand Mahindra. Tech Mahindra is a subsidiary of its parent company, Mahindra Group. It offers services to clients included in Fortune 500 Companies. It also occupies a position in the Forbes list of Fab 50 Companies in Asia. In 2013, on 25th June, it merged with another giant corporation to become Mahindra Satyam. It faces competition from several companies, some of which are as follows.

• IBM
• Wipro Technologies
• TATA Consultancy Services
• Infosys
• Mphasis
• Polaris
• Mindtree

About Tech Mahindra

• Type: Information technology (IT)
• Industry: Information technology
• Founded: 1986
• Founder: Keshub Mahindra
• Headquarters: Pune, India
• Area served: Worldwide
• Key people: Anand Mahindra (Chairman) and CP Gurnani (CEO)
• Number of employees: 158,000

Tech Mahindra Product Strategy

By the end of the financial year 2015-16, 825 clients were listed as active clients in Tech Mahindra’s portfolio. It is one of the fastest-growing multinational companies offering BPO services to the telecommunication industry and technology solutions to the IT industry. Tech Mahindra believes in constant innovation by challenging conventional thinking in different markets.

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

1. IT Services: This is a significant part of Tech Mahindra’s offerings, including software development, application maintenance, and outsourcing services. They provide customized IT solutions to clients in various sectors like telecom, banking, manufacturing, and healthcare.
2. Consulting Services: Tech Mahindra offers consulting services, including business process engineering, system design, and integration services. They help businesses in digital transformation, process optimization, and implementing new technologies.
3. BPO Services: Business Process Outsourcing (BPO) services are another crucial part of their product mix. They offer various services, including customer support, finance and accounting outsourcing, HR, and back-office operations.
4. Network Services: Given Tech Mahindra’s strong roots in the telecommunications sector, network services form a significant part of its portfolio. This includes network design, implementation, and management services.
5. Mobility Solutions: They provide mobility solutions and services, including mobile application development and network solutions.
6. Cloud Services: Tech Mahindra offers various cloud services, helping businesses migrate to cloud platforms, cloud management, and providing cloud-based solutions.
7. Artificial Intelligence & Analytics: The company focuses on AI and analytics, providing solutions that help businesses leverage data for decision-making, predictive analysis, and process automation.
8. Cybersecurity: Cybersecurity solutions by Tech Mahindra include risk assessments, security management, and compliance services, catering to the growing need for robust security in the digital age.
9. Engineering Services: They also offer engineering services that include product design, testing, and validation, particularly in the automotive and manufacturing sectors.
10. Platform-based Solutions: Tech Mahindra has developed solutions tailored to specific industries, like healthcare, finance, and retail.

Tech Mahindra Pricing Strategy

Tech Mahindra’s pricing strategy is a nuanced blend of competitive positioning and value-based pricing strategies. It is designed to align premium prices with its status as a leading IT services and consulting industry player. Here’s a breakdown of their pricing approach:

1. Value-Based Pricing: Tech Mahindra employs a value-based pricing model at the core. This means they assess the value delivered to the customer rather than just the cost of service provision. By aligning their prices with the perceived value they bring to clients, Tech Mahindra ensures that clients feel they are receiving a service worth the investment.
2. Competitive and Flexible Pricing: In a highly competitive market, Tech Mahindra adopts a pricing strategy that is not just competitive but also flexible. They analyze market trends, competitor pricing, and client budget constraints to tailor their pricing models, ensuring they remain attractive to clients while maintaining profitability.
3. Tiered Pricing Structure: Tech Mahindra leverages a tiered pricing structure for its various services. This approach allows them to cater to diverse clients, from startups needing essential services to large corporations requiring comprehensive solutions. Each tier offers a different level of service and value, allowing clients to choose a package that best suits their needs and budget.
4. Outcome-Based Pricing: In certain services, especially in consulting and project-based work, Tech Mahindra adopts an outcome-based pricing model. This means the pricing is contingent on the results delivered, aligning the company’s incentives with client success. This strategy not only boosts client trust but also underscores Tech Mahindra’s confidence in its ability to deliver tangible results.
5. Customized Contractual Agreements: Recognizing the unique needs of each client, Tech Mahindra often enters into customized contractual agreements where pricing is concerned. They work closely with clients to understand their specific requirements and constraints and, accordingly, craft a pricing model that is mutually beneficial and sustainable.

Tech Mahindra Place Strategy

Tech Mahindra’s place strategy, which refers to how the company positions and distributes its services globally to target markets and consumers, can be summarized in the following points:

1. Global Presence with Localized Approach: Tech Mahindra has a significant global presence with operations in over 90 countries. This broad geographic footprint allows them to offer localized services that cater to clients’ specific needs in different regions.
2. Strategic Office Locations in Key Markets: The company strategically locates its offices worldwide in major business hubs and IT centers. This includes significant operations in North America, Europe, Asia-Pacific, and the Middle East, positioning them close to key clients and markets.
3. Collaboration with Local Partners and Companies: Tech Mahindra often collaborates with businesses and partners in various countries. This approach helps them navigate local market dynamics effectively and enhances service delivery capabilities.
4. Delivery Centers and Innovation Labs: The company operates numerous delivery centers and innovation labs across continents. These centers focus on providing tailored IT solutions and fostering innovation in digital transformation, AI, and cloud computing.
5. Remote and Digital Service Delivery: Aligning with modern trends, Tech Mahindra has a robust framework for remote service delivery. This allows them to effectively offer their IT and consulting services regardless of physical location. This strategy became particularly relevant during the COVID-19 pandemic and is an asset in the evolving work environment.

Tech Mahindra Promotion Strategy

Tech Mahindra has a high brand recall and visibility in the market because of its successful marketing and advertising plans. It has launched ad campaigns via electronic and print media in newspapers, magazines, television, and social media marketing platforms like Twitter, blogs, and Facebook. Tech Mahindra has received numerous awards for its works, including the National HRD Award in 2000 from the Indian Government, the Leader in Excellence in IT, and the Golden Peacock Award.

It was a sponsor of the 2010 FIFA World Cup, and this move helped it attain global recognition. In 2011, it received the AT&T 2011 Supplier Award for a second consecutive year. The government of Jharkhand selected the company as a strategic technology partner in 2016. Tech Mahindra is aware of its social and corporate responsibility. It launched the Tech Mahindra Foundation in 2007 to help underprivileged children in society.

Some Recent Video ads and Print ads for Tech Mahindra are:

Tech Mahindra People Strategy

When discussing the “People” element of the Service Marketing Mix for Tech Mahindra, it’s essential to focus on the aspects of social marketing that highlight the company’s workforce, culture, customer service, benefits, and the skills and training of its employees. Here are key points to consider:

1. Global Workforce: Tech Mahindra boasts a diverse and skilled workforce spread across various countries, emphasizing its global reach and ability to cater to diverse client needs.
2. Employee Training and Development: The company invests significantly in training and developing its employees, ensuring they are well-equipped with the latest technologies and soft skills. This includes continuous learning programs, certifications, and leadership development initiatives.
3. Innovative Culture: Tech Mahindra fosters an innovative culture, encouraging employees to think creatively and develop new solutions to address client challenges. This culture is supported by internal platforms and events that promote innovation and idea-sharing.
4. Customer-Centric Approach: Employees at Tech Mahindra are trained to adopt a customer-centric approach, ensuring that all actions and solutions are aligned with customer needs and expectations. This includes strongly understanding each client’s requirements and tailoring services accordingly.
5. Diversity and Inclusion: Tech Mahindra strongly emphasizes diversity and inclusion, creating an environment where employees from various backgrounds and cultures can thrive. This diversity enriches the company’s perspective and approach to solving complex business challenges.
6. Employee Engagement and Satisfaction: The company undertakes various initiatives to ensure high employee engagement and satisfaction levels. This includes feedback mechanisms, employee recognition programs, and a focus on creating a positive work-life balance.
7. Leadership and Management: Tech Mahindra’s leadership is known for its visionary approach and commitment to sustainable growth. The management team is crucial in mentoring and guiding employees, fostering a culture of accountability and excellence.
8. Technical Expertise and Specialization: Employees at Tech Mahindra possess deep technical expertise and specialization in various domains, including digital transformation, blockchain, artificial intelligence, and more. This expertise is critical in delivering high-quality, innovative solutions to clients.
9. Customer Service and Support: The company emphasizes excellent customer service and support, with dedicated teams to promptly address client queries and concerns. This focus on service quality is a key aspect of the “People” element in Tech Mahindra’s marketing mix.
10. Collaborative Work Environment: Tech Mahindra promotes a collaborative work environment, encouraging teamwork and sharing knowledge and best practices among employees. This collaboration enhances the quality of solutions and services offered to clients.

Tech Mahindra Process Strategy

The “Process” element of the Service Marketing Mix for Tech Mahindra involves the company’s methods and procedures to deliver its services efficiently and effectively to its customers. This includes everything from service design and implementation to customer interaction and feedback mechanisms. Here are key points to consider when discussing better understanding the Process aspect of marketing management at Tech Mahindra:

1. Service Delivery Model: Tech Mahindra utilizes a global delivery model that combines offshore, nearshore, and onshore delivery capabilities. This model ensures flexibility, scalability, and cost-effectiveness in delivering services to clients worldwide.
2. Project Management Practices: The company adheres to industry-standard project management methodologies, such as Agile and Scrum, to ensure timely and successful project execution. These practices allow adaptability, continuous improvement, and client involvement throughout the project lifecycle.
3. Quality Assurance and Control: Tech Mahindra implements stringent quality assurance and control measures to maintain high service standards. This includes regular audits, process optimization, and adherence to international quality standards such as ISO and Six Sigma.
4. Client Onboarding Process: The onboarding process for new clients is structured and comprehensive, ensuring a smooth transition and a clear understanding of client objectives, timelines, and expectations. This includes detailed project scoping, requirement gathering, and stakeholder alignment.
5. Customized Solutions Development: The company emphasizes developing customized solutions catering to each client’s needs. This process involves close collaboration with clients, deep industry expertise, and leveraging cutting-edge technologies.
6. Innovation and Continuous Improvement: Tech Mahindra is dedicated to innovation and continuous improvement in its service delivery processes. The company invests in research and development, encourages employee innovation, and adopts new technologies to enhance service efficiency and effectiveness.
7. Customer Support and Maintenance: Post-delivery support and maintenance services are integral to Tech Mahindra’s process. The company offers 24/7 customer support, regular maintenance, and updates to ensure the sustained performance and relevance of the solutions provided.
8. Feedback Mechanisms: Tech Mahindra has established mechanisms for continuously collecting and analyzing customer feedback to refine and improve its processes. This includes surveys, customer interviews, and feedback sessions.
9. Data Security and Compliance: The company prioritizes data security and compliance with global standards and regulations. This involves comprehensive data protection measures, regular security audits, and ensuring compliance with GDPR, HIPAA, and other relevant standards.
10. Partnership and Collaboration: Tech Mahindra engages in strategic partnerships and collaborations with technology providers, industry bodies, and academic institutions to enhance its service offerings and processes. This collaborative approach helps stay ahead of industry trends and incorporate best practices in service delivery.

Tech Mahindra Physical Evidence Strategy

The “Physical Evidence” component of the Service Marketing Mix refers to the environment in which a service is delivered and any tangible elements that facilitate the service process and create or enhance the customer’s experience. For Tech Mahindra, a leading IT services and consultancy company, physical evidence establishes credibility, trust, and a strong brand image and identity. Here are key points to consider:

1. Corporate Offices and Infrastructure: Tech Mahindra’s global presence is marked by state-of-the-art offices and development centers across various countries. These facilities embody the company’s technological prowess and physically represent its brand and capabilities to clients and employees.
2. Brand Identity Elements: The company’s logo, color scheme, and overall visual identity are consistently applied across various physical and digital touchpoints. These elements help create a recognizable and professional image that customers can quickly identify with.
3. Technology and Innovation Labs: Tech Mahindra invests in technology and innovation labs that showcase its commitment to cutting-edge technologies and solutions. These labs are evidence of the company’s expertise in AI, blockchain, IoT, and more.
4. Client Experience Centers: The company operates client experience centers where potential and existing clients can interact with Tech Mahindra’s solutions and services firsthand. These centers demonstrate the company’s capabilities and facilitate deeper engagement.
5. Marketing and Promotional Materials: Physical marketing materials, such as brochures, case studies, and business cards, provide tangible evidence of Tech Mahindra’s services, achievements, and expertise. These materials often play a crucial role during client meetings and industry events.
6. Corporate Social Responsibility (CSR) Initiatives: Tech Mahindra’s CSR activities, such as environmental sustainability projects, community development programs, and educational initiatives, contribute to its physical evidence by reinforcing the company’s values and commitment to social responsibility.
7. Awards and Certifications: Awards, certifications, and accreditations from recognized industry bodies serve as tangible proof of Tech Mahindra’s excellence, quality standards, and leadership in the IT sector. Displaying these accolades in offices and on digital platforms enhances credibility.
8. Client Testimonials and Case Studies: Published testimonials and detailed case studies of successful projects provide physical evidence of Tech Mahindra’s ability to deliver value to its clients. These documents are often used in sales pitches and are available on the company’s website.
9. Employee Engagement and Work Culture: Although not tangible in the traditional sense, the work culture and the visible engagement of employees also act as physical evidence. Events, workshops, and the general work environment visible to visitors and clients reflect the company’s ethos and operational excellence.
10. Digital Presence and Platforms: The company’s website, social media profiles, and other digital platforms serve as virtual physical evidence. They are meticulously designed to offer a seamless user experience, providing information, insights, and interactions related to Tech Mahindra’s services and values.

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