Complete Case Study on the Marketing Strategy of Infosys

Updated on: Sep 30, 2023
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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Business Review helped the students from this course present this analysis.

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Introduction

Infosys is a household name in the Information Technology space with a workforce of over 200,000 people in different countries. It was the first Indian IT company to be listed on NASDAQ and has since witnessed enormous growth. Infosys has been a consistent performer in the sector and has always been among the top IT companies in India.

This blog is an overview of the company’s growth so far, its diverse range of product and service offerings, the marketing strategy of Infosys, its marketing mix, Digital presence, and campaigns.

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About Infosys

Infosys Limited is an Indian multinational IT Company incorporated in the year 1981 by Mr. N.R. Narayana Murthy. It provides business consulting, information technology, and outsourcing services. The company is headquartered in Bangalore, India, and has crossed fifty thousand crore rupees in revenue, under the current leadership of Dr. Vishal Sikka.

The company changed its name to Infosys Technologies Private Limited in April 1992 and later on, to Infosys Technologies Limited when it became a public limited company in June 1992. It was then finally renamed to ‘Infosys Limited’ as we know it, in June 2011.

Infosys Marketing Strategy and Case Study - Infosys

Let us now take a deeper look at the products and services offered by the company.

Infosys Product Portfolio-

Infosys Ltd is a global technology IT services firm. The company provides end-to-end business solutions for their clients, such as:

  • Technical consulting
  • Design
  • Development
  • Product engineering
  • Maintenance
  • Systems Integration
  • Package-enabled consulting
  • Implementation and infrastructure management services

Infosys also offers software products to the banking industry. They have developed ‘Finacle’, a universal banking solution for large and medium-sized banks.

Infosys BPM is a majority-owned business process management subsidiary of Infosys set up in April 2002, that provides business process management services like:

  • Finance and Accounting
  • Offsite customer relationship management
  • Administration and sales order processing

Now that we understand the company’s business, let us discuss some current news about the company:

What’s new with Infosys

  • A recent Infosys report, by Cloud Radar 2023, states that spending on the cloud is increasing while its utilization is still low and half of the company is not able to manage cloud costs.
  • Infosys has completed the acquisition of Danske Bank’s IT center in India.
  • Infosys launched a new sonic identity to reinforce its brand purpose.
  • Infosys to Acquire Leading Engineering R&D services provider, in-tech
  • Financial Times and Infosys Launch Free FT Schools Content for Indian Students
  • Infosys Topaz and Intel Collaborate to Accelerate Enterprise Growth and Efficiency with Generative AI

Target Audience of Infosys

Infosys has a wide range of target audiences in various sectors. Check out the buyer’s persona below to understand the target audience.

Buyer’s Persona

Name:

Manisha

Place:

Delhi

Age:

30 years

Profession:

Manager

Motivation

  • Career advancement
  • technology innovation
  • work-life balance.

Interest & Hobbies

  • Tech enthusiast
  • Reading tech blogs
  • Fitness and wellness
  • Travel lover

Pain Points

  • Technology challenges at work
  • Time constraints due to managerial responsibilities
  • Competitive pressure to adopt tech advancements
  • Work-related stress and work-life balance

Social Media Presence

  • Instagram
  • LinkedIn
  • Facebook
  • Twitter

Now that we’ve thoroughly understood the company’s diverse offerings and functions, let’s see the marketing strategy of Infosys.

Marketing Strategy of Infosys

The marketing strategy of Infosys is maintaining a premium brand image in its audience’s mind. The company’s marketing efforts include participation in media and industry analyst events, sponsorship and participation in targeted industry conferences, trade shows, recruiting efforts, community outreach programs, and investor relations.

Infosys invests heavily in HR and networking which helps in increasing their client penetration rate. The client-focused marketing strategy of Infosys focuses on a limited number of reputable organizations rather than concentrating on countless tiny organizations. The company also organizes TED Talks and speaker confluences by having industry experts on board. They also talk about sustainability as one of their core ethos. In 2011, they made a voluntary commitment to the UN to become carbon neutral and have since been working on sustainable development goals.

An effective marketing strategy of Infosys combines the Ps of the marketing mix which is a combination of the different elements that companies use to communicate their organizational and brand message to customers. The mix consists of the Seven Ps i.e. Product, Pricing, Place, Promotion, People, Physical Evidence, and Process. It is the key foundation on which the marketing strategy of Infosys and its business activities are based.

Infosys Marketing Strategy – Product

The product strategy of Infosys is to provide business and consulting solutions to various industries like pharmacy, insurance, mass media, transport services, retail, manufacturing, banking, defense, energy, etc. Also, it exercises data for these companies and cultivates software that is based on the needs of the business.

Infosys provides corporate governance data as well, as analytics like sentiment analysis of different companies to see how consumers are reacting to their products.

Infosys Marketing Strategy – Pricing

Infosys has diverse service and solutions offerings and the pricing is dependent on factors like client, geography, industry, forex, and the solutions sought by the companies.

Infosys enjoys the benefit of lower labor costs in India with a high skill set. The company capitalized on the increasing volume of engineers in the 2000s and hired cheap, high-skilled labor.

The main aim of Infosys is to enter into more and more diverse industries. Therefore, it follows a penetration pricing strategy, which means that it offers services at a low price while ensuring the precision and quality of services.

Infosys Marketing Strategy – Place & Distribution

Infosys has a presence in over 50 countries and has more than 1000+ strong global clients. It is the largest IT company in India and is present in the United States and Europe as well. Besides that, the company has offices in China, Germany, Sweden, Australia and Belgium. Infosys also has training and development centers in many other locations. Their scale of operations is worldwide. In fact, it is the biggest employer of H-1B visa holders in the USA.

Infosys Marketing Strategy – Promotion

Infosys regularly organizes and conducts promotional activities that build interest and maintain goodwill at the same time. The company has undertaken various academic initiatives that provide opportunities for employees to manage working and learning together through company-sponsored trips, case studies, speaker sessions, etc.

An initiative called Infosys Foundation which caters to the green aspect of the company has been underway leading to Infosys becoming the one of top twenty green companies. Infosys also hands out an accolade called the Infosys Prize to a scientist, engineer, researcher, etc. from India, a corpus of rupees sixty-five lacs, a certification, and a golden medallion. Infosys has brand awareness in the field of software, BPO, KPO, etc.

Infosys Marketing Strategy – People

Infosys is one of the top recruiters in India in the IT and consulting sector. Employees are required to possess competencies like advisory skills, communication skills, management skills, technical language skills, etc. Infosys employs 200,000 employees that serve globally.

Infosys Marketing Strategy – Physical Evidence

Infosys Marketing Strategy and Case Study - Marketing Mix of Infosys - Physical Evidence

The company has 82 sales and marketing offices and 123 development centers across the world as of 31 March 2018, with a major presence in India, the United States, China, Australia, Japan, the Middle East, and Europe.

In 2019, 60%, 24%, and 3% of its revenues were generated from projects in North America, Europe, and India, respectively. The remaining 13% of revenues were derived from the rest of the world.

Infosys Marketing Strategy – Process

Infosys is involved in software development tailored to the needs of the client, ISP providers, interactive data access, analytics, and online database management. At Infosys, there are units like BPOs and LPOs, etc., where clients are divided based on their functional needs. Zero Distance is a framework followed at Infosys which stands for eliminating all gaps between the client, his needs, and the employee working on it. So that the processes are faster, more apt, and streamlined to client needs. This leads to increased customer satisfaction. Infosys is perceived to be a company that hires and values only performers.

Infosys Digital Marketing Presence

Apart from traditional marketing, Infosys has a very strong social media presence. They are making use of their large followings and putting out relevant content. Let’s analyze their social media presence.

Infosys official instagram account - IIDE

  • 135k followers on Instagram, 434k on Twitter, 34.7k subscribers on YouTube and 854k likes on Facebook.
  • They are very active on all social media platforms, with regular posts every few weeks.
  • A lot of focus is paid to their commitment to being sustainable and environmentally friendly, they constantly practice green marketing and post about the measures they’re taking in contributing towards these goals.
  • They organize campaigns about their social work surrounding various issues such as gender equality, disability, and cancer awareness, workplace inclusivity, LGBTQIA+ awareness, etc.
  • They engage with their audience by bringing in expert speakers for online panels to discuss pressing tech issues such as cybersecurity, data privacy, digital advances and transformation, etc.
  • They recently organized a campaign called “#ChooseToChallenge” that asks for gender parity in professional environments. They ask people to challenge these biases and work towards equal pay and opportunities to mindfully ensure gender diversity.

Infosys Marketing Strategy and Case Study - Infosys Digital Marketing Presence - Instagram Posts

Marketing Campaign by Infosys

As a part of the marketing strategy of Infosys, it also includes promotion as we saw above. Hence, they come up with ad campaigns to attract the audience. One such example is mentioned below:

HEEL ON WHEEL CAMPAIGN

This campaign was an initiative by the Infosys Employees of the Pune Development Centre(DC), to generate funds for key projects in Health, Education, and Community Welfare. The initiative launched was also named SPARSH- A HEALING TOUCH. The objective of this Campaign was not only to raise funds to encourage and sponsor education at schools but to address social issues such as water filtration, and disability aid. It was a 50 km ride, cyclists went across Mann and Darambare village. The campaign received overwhelming support all over the world.

Before we conclude the case study on the marketing strategy of Infosys. We shall have a look at its competitors.

SWOT Analysis of Infosys

Strengths:

  • Strong brand recognition and reputation: Infosys is widely acknowledged in the IT and consulting sectors, renowned for its commitment to delivering top-notch services and prioritizing customer satisfaction.
  • Varied product and service portfolio: Infosys offers a diverse range of goods and services tailored to multiple markets, reducing dependence on any single sector.
  • Skilled workforce: Infosys boasts a highly talented team, fostering innovation and maintaining exceptional standards.
  • Worldwide footprint: With offices and delivery hubs across the globe, Infosys effectively caters to the diverse needs of regional customers.
  • Collaborative alliances: Infosys has forged partnerships with key industry players in both business and technology spheres, enhancing its ability to offer cutting-edge IT solutions and consultancy services.

Weaknesses:

  • Reliance on key clients: Infosys’ significant revenue from a limited number of major clients poses a potential risk to its financial stability.
  • Elevated attrition rate: Infosys experiences a notable departure of employees seeking better-paying roles, enhanced career prospects, or further education opportunities. High turnover can tarnish the company’s reputation.

Opportunities:

  • Expansion into new industry verticals: Infosys can leverage its capabilities in sectors with promising growth prospects, such as healthcare and retail.
  • Expansion into emerging markets: Infosys can capitalize on growth opportunities in developing regions like China, Africa, and Southeast Asia, where there is significant potential for market share expansion.
  • Investing in startups: Infosys expands its technology portfolio by investing in promising tech startups.

Threats:

  • Economic uncertainty impact: Fluctuations in the economy can potentially reduce demand for services in the IT and consulting sectors.
  • Rising competition: Infosys faces intense rivalry from established players and emerging entrants in the competitive IT and consulting industry.
  • Cybersecurity threats: As Infosys manages sensitive client data, cybersecurity risks jeopardize the company’s reputation and financial stability.

Top 5 Competitors of Infosys

Following are the top 5  Biggest Competitors of Infosys

  1. Accenture: Accenture is a global services and consulting company. It offers strategy, consulting, digital, technological, and operations services. better at delivery and execution, more effective at planning and transition, and better evaluation and contracting.
  2. Tata Consultancy Services (TCS): TCS, a part of Tata Group, is a multinational service and consulting company, providing services in consulting, Cybersecurity, cognitive business operation, and cloud. It provides a mix of offshore and onsite SAP Support.
  3. Wipro: Wipro is a provider of software solutions, IT consulting, and business process outsourcing (BPO) services. Gives the relevant outlook to stand apart. It is very useful, innovative, and user-friendly.
  4. Cognizant; Cognizant is involved in business development and business analysis for IT services projects. It has both vertical and horizontal units. Buyer finds more familiarity with the project consultants.
  5. IBM: IBM is known for its hardware and software products including computers, servers, storage systems, and networking equipment.  Customers experience great service for optimization of applications, providing functions like the use and support of mobile development, and cloud integration.

Hence, Infosys has to keep up with the changing market trends and the marketing strategy of Infosys needs to be well-planned to beat the competition.

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Conclusion of Infosys Company

This marks the conclusion of Infosys company. Infosys is a global leader in next-generation digital services and consulting. It has enabled clients in 46 countries to navigate their digital transformation, with nearly four decades of experience in managing the systems and workings of global enterprises. Their distinct service offerings clearly have many takers and they only continue to grow and expand their portfolio.

The company is doing well on promotional fronts while maintaining its brand as one of the top names. However, with increasing competition in the industry, the company needs to constantly evaluate its position and be at par with the rest.

Thank you for reading! We hope you found this blog on the marketing strategy of Infosys useful. If you liked our information and analysis, be sure to share, comment, and check out more of our blogs on such interesting case studies.

Also as we know digital marketing is the need of the hour. If you wish to learn more about digital marketing check Free Masterclass at IIDE.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]

1 Comment

  1. Jhanvi Singh

    Infosys is one of my dream companies and after reading this blog i understood how they engage with their audience and launch so many interesting campaigns to catch their audiences attention. It was very helpful to understand the various marketing strategies of Infosys that helps them grow.

    Reply

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