Detailed Marketing Strategy of Wipro-Case Study

Updated on: Oct 5, 2023
Wipro Case Study, SWOT Analysis & Marketing strategy | IIDE
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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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Wipro is an Indian Multinational Corporation Corporation that provides information technology, consultancy, and business process services. 

It was established years ago, ushering in its growth in the industry. It has well-recognized performances in the industry.

In this case study on the marketing strategy of Wipro, we will take a deeper look into the company and gain insights into its marketing mix, competitors, and social media presence 

Digital Marketing Academic Challenge 2024 - DMAC

About Wipro

marketing strategy of wipro

Wipro Limited is also known as Western  Indian Products Limited which is a global service provider delivering information technology and business services. It was founded by Mohamed Premji in 1945. The company’s headquarters are located in Bangalore, India. 

It is presently ranked among the top 100 technology companies in the world. 

What’s new with Wipro

Check out some current news about Wipro:

  1. Wipro Achieves “Leader” Status in 2023 Gartner Magic Quadrant for Public Cloud IT Transformation Services.
  2. Wipro’s Subsidiary, Capco India, Implements ‘Garden Leave’ for Employees.

Target Audience of Wipro

The target group of Wipro includes:

  1. Businesses of all sizes (CEOs, CIOs, CTOs).
  2. Industry-specific professionals (e.g., healthcare, finance, manufacturing).
  3. Government agencies and officials.
  4. Technology partners and alliances.
  5. Investors and shareholders.
  6. Job seekers and employees.

Following is the buyer persona of Wipro:

Buyer’s Persona

Name:

Ajay

Place:

Mumbai

Age:

30 years

Profession:

IT Director

Motivation

  • Streamline IT operations to enhance efficiency.
  • Improve cybersecurity measures to protect company data.
  • Leverage technology for cost savings and innovation.

Interest & Hobbies

  • Staying up-to-date with the latest tech trends.
  • Reading industry publications and attending tech conferences.
  • Networking with peers in IT leadership roles

Pain Points

  • Budget constraints for IT projects and upgrades.
  • Concerns about data breaches and cybersecurity threats.
  • Need for skilled IT professionals to support company growth.
  • Keeping pace with rapid technological advancements.

Social Media Presence

  • Instagram
  • LinkedIn
  • Facebook
  • Twitter

Marketing Strategy of Wipro

Let us now look at the case study in more detail to understand the marketing strategy of Wipro. This includes the 7Ps of marketing mix,Digital Presence.

Marketing Mix of Wipro

Marketing Mix is the set of actions that a company follows to promote its brand or product. The firm uses such tactics to pursue its objectives in the target market. Let us have a deeper understanding of Wipro’s marketing mix.

Product

Wipro is a well-recognized company that provides you with the best products and thus gives solutions in the IT industry. Being one of the largest conglomerates it has several products ranging from automobile, consumer goods, retail,  professional service, product engineering, and many more. The product includes the following

IT services

  • Business Process – Product Engineering
  • Service Offerings – Consulting and analytics
  • Applications – Infrastructure service
  • Data – Cybersecurity & Mobility

IT products

  • Hardware products include security, networking, and computing.
  • Related Software products which include database and integration.

Digital Services

  • Strategy – Organisation design, digital fitness
  • Customer Journey engineering
  • Design – User research, experience, product design, innovation strategy, etc

Industries

  • Retail industry 
  • Oil and gas
  • Healthcare
  • Medical devices
  • Insurance
  • Pharmaceutical & life sciences
  • Automobile industry
  • Consumer electronics etc

These were the different sectors of products that Wipro offers.

Price

Its pricing policy is widespread and diversified as its product portfolio. It targets big enterprises international and domestic which require IT services and solutions. They have positioned themselves as the company that offers a wide range of services with high-quality products. The company adopts a competitive pricing strategy that is dependent on several factors. This is also a major marketing strategy of Wipro. It mainly offers prices lower than its competitors which helps them stand out in the market.

Place

The company operates its headquarters in Bangalore. It is also incorporated in Maharashtra from where it reaches its international market. The products related to FMCG are easily available at retail stores, convenience stores, grocery stores, and supermarkets as they have a strong powerful distribution that includes both urban and rural markets. The offices are majorly located in cities to operate quickly. They can handle their dealings from anywhere in the world.

Promotion

Following is the promotional strategy of the company. Promotion is an integral part of the marketing strategy of Wipro.

They spend a lot of revenue on promotional activities to stay ahead of their competitors. The promotion strategy primarily includes television, billboards, radio, magazines, and advertisements for consumer durable goods. 

They advertise heavily on social media platforms like Twitter, Instagram, Facebook, and its website. It also takes part in various CSR activities to create brand visibility. 

People

  • Wipro focuses on buyers and employees.
  • Have the best of their expertise in the IT industry.
  • Recruits from top engineering, and management universities.
  • They hire top human resource consultancy services.

Process

  • Has a combination of expertise and experience to satisfy their clients
  • Guarantees free services to staff and clients
  • They make sure while using their service the customer doesn’t face any issues.
  • Maintain high standards and ensure a clear process.

 Physical evidence

  • Major Selective Economic Zones Across India
  • Collaboration with various organizations across the globe
  • Primary focus on urban cities and metropolitan cities

Wipro has a withstanding Digital presence for us to explore. Let’s understand its digital presence.

Digital Marketing Strategy of Wipro

A strong online presence is vital in today’s digital landscape, shaping how your brand is perceived across social media platforms. Thus becoming an important part of the marketing strategy of Wipro. Let’s explore Wipro’s digital footprint on key platforms – Facebook, LinkedIn, Instagram, and Twitter.

Facebook: Wipro’s Facebook page enjoys a sizable following and active engagement, solidifying its online influence.

LinkedIn: On LinkedIn, Wipro maintains a powerful presence, connecting with industry professionals, showcasing expertise, and nurturing valuable B2B relationships.

Instagram: Wipro’s Instagram account offers captivating visuals, providing insights into the company’s culture, innovation, and creative endeavors.

Twitter: With a dynamic Twitter profile, Wipro keeps its audience informed, engages in real-time conversations, and remains at the forefront of industry trends

marketing strategy of Wipro marketing strategy of Wipro

marketing strategy of Wipro

 From the above images, we see the company profile on various social media platforms has a huge presence and thus has a strong base in the market.

The brand faces a lot of competition, hence before we conclude the marketing strategy of Wipro let’s look at its competitors below. 

Top 5 Competitors of Wipro

  1. TCS (Tata Consultancy Services): TCS is one of the largest IT services and consulting companies globally, with a strong presence in India and a vast international client base. They are known for their comprehensive range of IT solutions and digital transformation services, catering to various industries.
  2. Infosys: Infosys is a multinational corporation providing IT consulting and services. They are recognized for their innovation in software development and digital solutions. Infosys has a global reach and a reputation for delivering high-quality services to clients.
  3. Cognizant: Cognizant is a multinational technology company specializing in IT services, digital transformation, and consulting. They are known for their expertise in areas like artificial intelligence and data analytics, providing cutting-edge solutions to clients worldwide.
  4. Accenture: Accenture is a global consulting and professional services firm, offering a wide range of services, including technology and digital solutions. They are renowned for their strategic insights and helping businesses navigate complex challenges.
  5. HCL Technologies: HCL Technologies is an Indian multinational IT services and consulting company. They have a strong presence in the IT industry, focusing on digital transformation, cloud computing, and cybersecurity services. HCL is recognized for its customer-centric approach and innovative solutions.

As we see Wipro has major competition in all segments of the market and thus they boost their market share and the marketing strategy of Wipro to lead.

Example of a Failed Campaign Or Backlash from Viewers

Addressing a Data Security Challenge – Wipro

Challenge: In 2017, Wipro encountered a significant data security challenge when a data breach exposed sensitive customer information. This incident raised questions about Wipro’s cybersecurity measures.

Backlash: The data breach triggered a backlash from clients, leading to diminished trust in Wipro’s data protection capabilities. Widespread media coverage amplified the negative publicity.

Brand Response: Wipro promptly acknowledged the breach, notified affected clients, and initiated an internal investigation. They implemented heightened security protocols and prioritized transparency.

Campaign Adjustment: Wipro did not have an active campaign associated with the breach. However, they temporarily scaled back marketing efforts to focus on resolving security issues. Their actions aimed to rebuild trust and reinforce cybersecurity practices.

The data breach emphasized the importance of data security, and Wipro’s proactive response contributed to the gradual restoration of trust. This shows that Wipro tries its best to retain its users. Hence, They continuously work on their marketing strategy to retain the users and acquire new customers.

This brings us to the end of the case study on the marketing strategy of Wipro. Let us conclude our understanding in the next section.

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion

Wipro is undoubtedly the leading company in IT technology and has grown immensely over the last few years. The company gives importance to its customers and employees to ensure better services and quality products. Moreover, they have a huge presence on all social media platforms which helps them create strong brand awareness in the market. The company is constantly developing and evolving. Although it really needs to be more active and innovative to beat its competition in the market.   

Learn how to promote your own brand through such social media practices with us. IIDE offers its Digital Marketing MasterClass for free every week to upskill yourself digitally. 

Thank you for your time. If you found this case study useful do share it with your friends! Also, let us know your thoughts about this case study in the comment section below.

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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]

3 Comments

  1. SMRATI SOLANKI

    Quite insightful, Just the thing I was looking for. Thanks!

    Reply
  2. manavarthi sahithya

    The information is helpful. Marketers seeking to understand how Wipro’s marketing strategies, objectives, and offers valuable insights for companies looking to emulate Wipro’s success in the competitive IT landscape.

    Reply
  3. Kiran maurya

    “Insightful analysis! Wipro’s diverse marketing mix and digital prowess set it apart in a competitive landscape.”

    Reply

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