Wipro: building a global B-2-B brand
Author: Chattopadhyay, Amitava INSEAD Area: MarketingPublisher: Fontainebleau : INSEAD, 2009.Language: EnglishDescription: 29 p.Type of document: INSEAD CaseNote: Latest version available via https://publishing.insead.eduAbstract: Wipro had set a goal to be among the 'Big 5' global IT players within the next five years. However, despite its tremendous business successes in the recent past, a Brand Perception Survey conducted in 2006 among prospective clients showed that awareness of Wipro was much lower than for its main Indian rival. On the other hand, between 2005-2006 its 'favorability' scores had increased dramatically, that is, those who knew about Wipro now had a far more favorable impression about the company. Thus the key challenge facing Wipro was to develop a distinct positioning to help increase awareness levels in target geographies and audiences.Pedagogical Objectives: The case provides an opportunity to discuss brand positioning and do so in a B2B services context. It allows for a discussion of marketing communications in the B2B context and highlights the importance of careful analysis in deciding which touch points to activate. Most importantly, it highlights the importance of brand positioning in guiding marketing communication decisions.| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
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Asia Campus Archives | Consultation only | |||||
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Europe Campus INSEAD Publications Display | Consultation only | BC008742 |
Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>
The case provides an opportunity to discuss brand positioning and do so in a B2B services context. It allows for a discussion of marketing communications in the B2B context and highlights the importance of careful analysis in deciding which touch points to activate. Most importantly, it highlights the importance of brand positioning in guiding marketing communication decisions.
Wipro had set a goal to be among the 'Big 5' global IT players within the next five years. However, despite its tremendous business successes in the recent past, a Brand Perception Survey conducted in 2006 among prospective clients showed that awareness of Wipro was much lower than for its main Indian rival. On the other hand, between 2005-2006 its 'favorability' scores had increased dramatically, that is, those who knew about Wipro now had a far more favorable impression about the company. Thus the key challenge facing Wipro was to develop a distinct positioning to help increase awareness levels in target geographies and audiences.
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