Summer Training Report

ON
ADVERTISEMENT AND SALES STRATEGY
of
INFOSYS PVT.LTD.

Submitted in partial fulfillment of the requirement of degree in

Bachelor of Business Administration
MAHARSHI DAYANAND UNIVERSITY, ROHTAK

(Session 2021-2022)

Submitted to : Dr Nisha Singh Submitted by :Deepika Bisht

Assistant professor (BBA department) BBA V Sem( A)

Roll No. 314222006

Reg No. 1911341298

Univ roll no.

DAV CENTENARY COLLEGE

NH-3, N.I.T, Faridabad ( Haryana)
 TO WHOM SO EVER IT MAY CONCERN

This is to certify that Deepika Bisht a student of BBA 5 SEM OF D.A.V CENTENARY COLLEGE,
FARIDABAD works with us as a trainee in ADVERTISING AND SALES from16 august 2021 to 30
sep2021.

By performance we have found her to be a good learner who has shown initiative and comprehension to
grasp the department activities.

This certificate is issued to submit in her institute /college only.

We wish her success in future.

Thanks and regards

FOR INFOSYS

RAM SUBBARO
(SR. MANAGER)
 CERTIFICATE

This is to certify that Summer Training Report, titled “Advertisement and sales
Embodies the original work done by Ms. Deepika Bisht under College Roll No.

3142220006an d University Roll No. ______________ and University

Registration No 1911341298 in partial fulfillment of the course

requirement of BBA – 5th Semester in session 2021-2022.

(Dr. (Ms.) Nisha Singh)

Project Guide (Marketing)
Assistant Professor - Business Admn. Dept.
 ACKNOWLEDGEMENT

Firstly, I would like to express my gratitude to the Maharshi Dayanand University for
providing us this opportunity in our curriculum schedule. Then I would like to thank D.A.V
Centenary College for providing us the conducive environment under which we are able to
perform in the best possible manner.

I would also like to thank Dr. Nisha Singh, Lecturer (BBA Department) for her sincere
guidance and valuable assistance for completing this project report. I am pleased to record my
gratitude and sincere thanks to all the respondents who have contributed for the completion of
this project.

In the end, it is with great pleasure and pride I present this report.

However, I accept sole responsibility of any possible errors.

Deepika Bisht
 PREFACE
For the deep inclination into the marketing concepts Practical Training is an important aspect. Theoretical
knowledge gives us the fundamental concepts of management, and Practical training teaches us those tact and skills,
which are successfully employed to capture today’s competitive market. Theoretical lecture must be correlated with
practical training to make learning process more effective and to provide to judge and apply one’s the erotica l
knowledge.

My project titled “The Study of Advertisement and sales strategy” has enabled me to have a broader knowledge
about the advertisement and strategy towards the Infosys. Basically, it has given me the opportunity to have a
detailed study about the existing advertisement and sales strategy.

This Project has also provided me an opportunity to gain practical experience, which have increased my sphere of
knowledge to great extent. It has also given me an opportunity to understand the advertisement and sales strategy in
the Infosys pvt.Ltd. I have tried to summarize all my observation, experience and the knowledge acquired in this
project report.

Deepika Bisht
 TABLE OF CONTENTS

1. INTRODUCTION TO THE TOPIC 6 TO 8

2. INDUSTRY PROFILE 9 TO 19

3. COMPANY PROFILE 20 TO 32

4. REVIEW OF LITERATURE 33 TO 44

5. RESEARCH METHODOLOGY: 45 TO 51

➢ RESEARCH DESIGN

➢ DATACOLLECTION

➢ OBJECTIVES OF STUDY

➢ SCOPE OFSTUDY

➢ LIMITATIONS

6. DATA ANALYSIS & INTERPRETATION 52 TO 62

7. CONCLUSIONS AND SUGGESTION 63 TO 65

8. ANNEXURE 66 TO 70
➢ Bibliography
➢ Questionnaire
 CHAPTER-1
INTRODUCTION TO THE TOPIC

1
 INTRODUCTION

An advertising strategy is a plan to reach and persuade a customer to buy a product or a service. The basic
elements of the plan are the product itself and its advantages, the customer and his or her characteristics,
the relative advantages of alternative routes whereby the customer can be informed of the product, and the
optimization of resulting choices given budgetary constraints. In effect this means that aims must be clear,
the environment must be understood, the means must be ranked, and choices must be made based on
available resources. Effective product assessment, market definition, media analysis, and budgetary
choices result in an optimum plan—never the perfect plan because resources are always limited.

Meaning of advertisement -Advertisement is a means of communication with the users of a product or

service. Advertisements are messages paid for by those who send them and are intended to inform or
influence people who receive them, as defined by the Advertising Association of the UK.

Description: Advertising is always present, though people may not be aware of it. In today's world,
advertising uses every possible media to get its message through. It does this via television, print
(newspapers, magazines, journals etc), radio, press, internet, direct selling, hoardings, mailers, contests,
sponsorships, posters, clothes, events, colours, sounds, visuals and even people (endorsements).

The advertising industry is made of companies that advertise, agencies that create the advertisements,
media that carries the ads, and a host of people like copy editors, visualizers, brand managers, researchers,
creative heads and designers who take it the last mile to the customer or receiver. A company that needs
to advertise itself and/or its products hires an advertising agency. The company briefs the agency on the
brand, its imagery, the ideals and values behind it, the target segments and so on. The agencies convert the
ideas and concepts to create the visuals, text, layouts and themes to communicate with the user. After
approval from the client, the ads go on air, as per the bookings done by the agency's media buying unit.

Meaning of sales

The term, "sales", encompasses all activities involved in selling a product or service to a consumer or
business. But "sales" means so much more for businesses.

Companies have entire sales organizations comprised of employees that are dedicated to selling their
products and service Sales is a term used to describe the activities that lead to the selling of goods or
2
services. Businesses have sales organizations that are broken up into different teams. And these sales teams
are often determined based on:

• The region they're selling to

• The product or service they're selling

• The target customer

Salespeople reach out to contacts that might be interested in purchasing the product or service that their
company is selling. And the contacts that demonstrate interest (e.g., visiting the company website,
downloading a piece of content, interacting with your company on social media).

0The goal is to reach out to leads who have shown interest or fit the description of their target customer,
in hopes of providing them with a solution that results in them purchasing your product or service.

Sales Strategy

Sales Strategy and Enablement is a vital function with the key goals of increasing deal conversion by
improving client engagements, driving organizational alignment, increasing sales pipeline acceleration and
improving the overall efficiency and effectiveness of your salesforce.

The role will act as an integrating role between various sales and marketing areas, including sales
operations, sales development/training, content marketing and field marketing. This position is responsible
for leading the Sales Enablement initiatives for the Field Sales roles (named account managers, regional
business managers, sales specialists and partner managers) to increase the sales productivity and support
the sales force transformation.

Key responsibilities include:

- Lead the annual Go-to-Market planning process for all business lines.

- Develop and manage the 12-18 month Sales Enablement roadmap.

- Refine the sales management processes including key performance indicators and dashboards, pipeline
management, and account and territory planning.

- Drive quarterly and annual operational and strategic sales reviews.

- Partner with senior sales leadership to identify opportunities for sales process and methodology
improvement

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- Conduct an analysis of the current state of sales productivity in conjunction with Sales Operations. -
Establish metrics and objectives for sales enablement and make recommendations for increasing sales
productivity.

- Conduct an analysis of current skills, processes, knowledge and processes to and work with the sales
leadership team to identify strengths and areas for development.

- Implement the development, delivery and training of effective sales playbooks by Field Sales role in tight
collaboration with Field Sales and sales operations.

- Help create a development program for frontline managers to ensure they have the skills, knowledge,
processes and tools required to lead their sales teams effectively.

- Partner with sales leadership and HR to establish a sales competency and assessment framework to
ensure that the needs of salespeople, and their managers, are met.

- Drive, in a measurable way, significant sales productivity increases for company Field Sales roles.

- Utilize and leverage sales technology tools for reporting and benchmarking.

- Participate in the selection and implementation/deployment of technologies to be used by the Field-force

to increase efficiency and effectiveness.

4
 CHAPTER-2

INDUSTRY PROFILE

5
 The History of Information Technology

The capabilities and design of computers developed rapidly through the forties and fifties, with the first office
application appearing in 1951. In the early days of computing, most computer operations were reduced to
calculations. The programs that drove them had to communicate directly with elements of the computer.

For example, to add one number to another, the programmer would have to write an instruction to fetch one number
from an area of storage into a register and then fetch the second number from another named area of storage and
add it in the same register.

Information technology, as we know it today, could never have happened without the development of natural
language programming. Early programming language involved a series of codes, which were numbers. Early
computer programmers usually came from a mathematics background

In the 1950s and early 1960s, if you wanted to be a computer programmer you would have to first get a bachelor’s
degree in mathematics. When electronic computers first appeared in the 1960s, established computing staff all came
from electrical and mechanical engineering, mathematics, and statistics backgrounds. New skills requirements
meant that the first information technology jobs went to engineers and mathematicians.

As computers evolved, the concept of a compiler, or interpreter, became possible. This is a program that is
permanently resident on the computer and is the very basis of an operating system. The interpreter could translate
programs written in very basic instruction sets – called assembly languages – into the machine instruction code.

This advancement enriched the capabilities of programming and made more complicated instructions possible. By
the late 1960s, screens, keyboards, text editors, and languages such as FORTRAN and COBOL, made
programming available to those interested in a career in business, rather than only to scientists and engineers.

Scientists and engineers continued to advance computing. Programmers, business analysts, and commissioning
enterprises created the field of information technology.

6
A Brief Introduction to information technology Industry

List of Top IT Companies in India 2021

• Tata consultancy services.

• Infosys IT COMPANY.

• HCL Technologies.

• Wipro TECHNOLOGY.

• Tech Mahindra Ltd

Major Players of IT Industry

1 TATA consultancy services

Tata Consultancy Services (TCS) is an Indian multinational information technology (IT) services
and consulting company headquartered in Mumbai, Maharashtra, India[6][7] with its largest campus located
in Chennai, Tamil Nadu, India. As of February 2021, TCS is the largest IT services company in the world
by market capitalisation ($200 billion). It is a subsidiary of the Tata Group and operates in 149 locations
across 46 countries.[8]

TCS is the second largest Indian company by market capitalisation and is among the most valuable IT
services brands worldwide.[9][10][11] In 2015, TCS was ranked 64th overall in the Forbes World's Most
Innovative Companies ranking, making it both the highest-ranked IT services company and the top Indian
company.[12] As of 2018, it is ranked eleventh on the Fortune India 500 list.[13] In April 2018, TCS became
the first Indian IT company to reach $100 billion in market capitalisation[14] and second Indian
company ever (after Reliance Industries achieved it in 2007)[15] after its market capitalisation stood
at ₹6.793 trillion (equivalent to ₹7.7 trillion or US$100 billion in 2020) on the Bombay Stock
Exchange.[16][17][18]

In 2016–2017, parent company Tata Sons owned 72.05% of TCS[19] and more than 70% of Tata Sons'
dividends were generated by TCS.[20] In March 2018, Tata Sons decided to sell stocks of TCS worth $1.25
billion in a bulk deal.[21] As of 15 September 2021, TCS has recorded a market capitalisation of US$200
billion, making it the first Indian IT firm to do so.

7
INFOSYS IT COMPANY

1 majority owned subsidiary. Through Infosys BPO the company provides business process
management services such as offsite customer relationship management finance and accounting and
administration and sales order processing. The company is having marketing and technical alliance
with FileNet IBM Intel Microsoft Oracle and System Application Products. Infosys Ltd is a public
limited and India's second largest software exporter company was incorporated in the year 1981 as
Infosys Consultants Pvt. Ltd. by Mr.N.R.Narayana Murthy at Karnataka. The Company was started
by seven people with the investment of USD 250. The company became a public limited company in
the year 1992. The company was the first Indian company to be listed on the NASDAQ in the year
1999. Infosys also forms a part of the NASDAQ-100 index. Continuously in the year 2001 2002 and
2003 the company wins the National Award for Excellence in corporate governance conferred by the
Government of India. In April 2002 Infosys BPO Ltd was incorporated in India to address
opportunities in business process management. In the year 2004 the company acquired 100% equity
in Expert Information Services Pty Ltd Australia for USD 24.3 million. The acquired company was
renamed as Infosys Technologies (Australia) Pty Ltd. In October 2 2004 they set up a wholly owned
subsidiary in People's Republic of China named Infosys Technologies (China) Co Ltd. In the year
2005 the company established Infosys Consulting Inc a wholly owned subsidiary in Texas US to add
high-end consulting capabilities to their Global Delivery Model.The company was selected as 'Best
Outsourcing Partner' by the readers of Waters a publication covering the needs of chief information
officers in the capital market firms. In the year 2007 the company increased the stake value in Progeon
to 98.9% after acquiring shares from Citicorp International Financial Company. Infosys had taken
over Philips' finance and administration business process outsourcing (BPO) centers spread across
India Poland and Thailand for USD 28 million. Infosys set up various Special Economic Zone that for
the company has an additional tax benefit. They set up another Special Economic Zone unit in
Chandigarh which will be eligible for 100% deduction of profit from exports tax calculation for the
first five years followed by 50% deduction for next five years. Infosys has been pursuing their
expansion plans over the past few years. The future enhancement of the company is to emerge the
developing economies changing the business landscape with help of accessible talent pools and the
adoption of non-linear growth model. It is a long term strategy. Infosys Technologies Ltd has partnered
with ACDI/VOCA for promotes broad-based economic growth and to develop information and
communication technology-enabled application to improve efficiencies in the agro supply chain in
India. In the year 2008 the company established their first Latin American subsidiary namely Infosys

8
 Technologies S de R L de C V in Mexico to improve proximity to their North American clients. They
also opened a development centre and office for the region in Monterrey Mexico. As of April 2008
the company acquired Internet Protocol (IP) from an Australian company to add more functionality to
Finacle. The IP that provides a comprehensive set of financial tools to company's existing product
line. In July 2008 the company launched ShoppingTrip360 to help retailers and consumer packaged
goods (CPG) companies achieve visibility into in-store activity. ShoppingTrip360 is a platform that
enables a suite of managed information services to create a 360-degree view of real time in store
shopper and shelf activity. The company was ranked among the top 50 most respected companies in
the world by Reputation Institute's Global Reputation Pulse 2009. They have been voted the 'Most
Admired Indian Company' in The Wall Street Journal Asia 200 for 10 years in a row since 2000.

3 . IT COMPANY HCL
• HCL Technologies Limited (Hindustan Computers Limited) is an Indian multinational technology
company, headquartered in Noida, Uttar Pradesh, India. It is a subsidiary of HCL Enterprise. Originally
a research and development division of HCL, it emerged as an independent company in 1991 when
HCL ventured into the software services business. The services provided by HCL are Applications,
Infrastructure, Engineering, and R&D and BPO. The company has offices in 32 countries world over.
It operates in the fields of aerospace and defence; automotive; consumer electronics; energy and
utilities; financial services; government; independent software vendors; industrial manufacturing;
mining and natural resources; life sciences and healthcare; media and entertainment; retail and
consumer; oil and gas; telecom; public services; semiconductors; server and storage; travel;
transportation and logistics; and hospitality. In 1976, a group of six engineers, all former employees
of Delhi Cloth & General Mills, led by Shiv Nadar, started a company that would make personal
computers.
• Initially floated as Micro comp Limited, Nadar and his team started selling tele-digital calculators to
gather capital for their main product.
• On 11 August 1976, the company was renamed Hindustan Computers Limited (HCL).

• On 12 November 1991, a company called HCL Overseas Limited was incorporated as a provider of
technology development services. It received the certificate of commencement of business on 10
February 1992 after which it began its operations.

9
• In July 1994, the company name was changed to HCL Consulting Limited and eventually to HCL
Technologies Limited in October 1999.
• HCL Technologies is one of the four companies under HCL Corporation, the second company being
HCL Infosystems. In February 2014 HCL launched HCL Healthcare. HCL Talent Care is the fourth
and latest venture of HCL Corporation.
• HCL Technologies began as the R&D Division of HCL Enterprise, a company which was a contributor
to the development and growth of the IT and computer industry in India. HCL Enterprise developed
an indigenous microcomputer in 1978, and a networking OS and client-server architecture in 1983. On
12 November 1991, HCL Technologies was spun off as a separate unit to provide software services.

4 TECH MAHINDRA LTD

Tech Mahindra Limited is a leading provider of digital transformation consulting and business
reengineering services and solutions and is a part of the USD 21 Billion Mahindra Group. Befitting its size
the Mahindra Group operates in 20 key industries providing insightful and ingenious solutions that are
global in their ramifications. Tech Mahindra is a USD 5.2 Billion company with over 125000 professionals
across 90 countries helping 973 global customers including Fortune 500 companies. The Company's
convergent digital design experiences customer-centric platforms and reusable assets connect across
technologies to deliver tangible business value to its stakeholders. Tech Mahindra Limited was
incorporated on October 24th 1986 and commenced its business during the year 1987 and incorporated
MBT International Inc in 1993 the first overseas subsidiary of the company. The Company is a leading
provider of consulting-led integrated portfolio services to customers which are telecom equipment
manufacturers telecom service providers and IT
Infrastructure service providers business process outsourcing service providers as well as enterprise
solutions services (BFSI retail & logistics manufacturing E&U and healthcare life sciences etc.) of
Information Technology (IT) and IT-enabled services (ITe-S) delivered through a network of multiple
locations around the globe. It also provides comprehensive range of IT services including IT enabled
services application development and maintenance consulting and enterprise business solutions extended
engineering solutions and infrastructure management services to a diversified base of corporate customers
in a wide range of industries including insurance banking and financial services manufacturing
telecommunications transportation and engineering services. As a leading provider of IT Solutions to the
Telecom industry the company committed to quality Tech Mahindra adds value to client businesses

10
through well-established methodologies tools and techniques backed by its stringent quality processes.
The company's global footprint spans 24 locations in 14 countries including 11 state-of-the-art
development centres and 13 sales offices in Americas Europe Middle East Africa and Asia-Pacific. As for
quality the company was awarded the ISO 9001 certification by BVQI in the year of 1994. After a year in
1995 Tech Mahindra established one branch office in UK following this; the company incorporated MBT
GmbH Germany during the year 2001. In 2002 the company assessed at Level 5 of SEI CMM by KPMG
and in the same year Tech Mahindra incorporated MBT Software Technologies Pte Limited Singapore.
Re-certification happened in the year 2003 to ISO 9001:2000 by RWTUV. Due to market changes the
company combines leading offerings in Application Off-shoring (AoS) with scarce skills and COTS
integration capabilities in the year 2003. To meet the off-shoring challenge the Company developed a
transition process framework (MASTER) during the year 2004 for effective service delivery to customers.
Moreover the company developed a revolutionary diagnostic tool – Shore Can - to evaluate the off-shoring
potential of a project or group of projects in any phase of development. During the year 2005 the company
was certified as BS 7799-2:2002 (Information Security Management Framework) by RWTUV now known
as TUV Nord. In the same period Tech Mahindra acquired Axes Technologies (India) Private Limited
including its US and Singapore subsidiaries and the company assessed at

Level 5 of SEI CMMI by KPMG. The name of the company was changed from Mahindra-British Telecom
Limited to the present name Tech Mahindra Limited on 3rd February of the year 2006. In the same year
2006 the company assessed at Level 5 of SEI People-CMM (P-CMM) by QAI India. In August of the year
Tech Mahindra raised Rs 4.65 billion ($100 million) from a hugely successful
Initial Public Offering (IPO) to build a new facility in Pune to house about 9000 staff and formed a JV
with Motorola Inc under the name Canvas M to develop a focused entity that would leverage Tech
Mahindra's solution integration expertise and Motorola's R&D capabilities. The Company noted as
Leaders in the Telecom Vertical in India (Frost & Sullivan 2006) and received Deloitte Tech Fast 50 2007
Award for Outstanding Achievement in the industry (Billing & OSS World 2007). The company acquired
I Policy Networks Private Limited during the year 2007 to enhance its offerings in the security solutions
and services domain that develops next-generation carrier-grade integrated network security solutions for
enterprise and service providers. A strategic alliance was made between the company with Sun
Microsystems in May 2007 to enable the rollout of cost effective and efficient IPTV services to the Indian
and Asia Pacific markets. Tech Mahindra expanded its relationship with Oracle in March 2008 to deliver
a comprehensive software suite for the global communications industry. The company entered into a
strategic partnership with Veracode during April 2008 giving the company access to a unique on demand
application security technology which allows the company to further strengthen its application security
capability as they expand into new markets. In June 2008 the company entered into a strategic global
alliance with Microsoft Corporation to address its System Integration (SI) requirements for deployments
11
of the award-winning Microsoft Mediaroom Internet Protocol Television (IPTV) and multimedia software
platform. The Company bagged $7.6 million deal from Telecom Fiji in June 2008 as the first Indian IT
Company to receive this transformational deal. Tech Mahindra signed a deal with Telecom New Zealand
in June of the year 2008 to provide solutions to the company's retail business and the products it offers.
The deal is worth between $20 million and $30 million. On 16 April 2009 the Company Law Board passed
an order approving the selection of Venture bay Consultants Private Limited a subsidiary controlled by
Tech Mahindra as the successful bidder to acquire a controlling stake in Satyam Computer Services Ltd.
Earlier Satyam Computer Services on 13 April 2009 announced that the company's Board of Directors has
selected Venture bay Consultants Private Limited as the highest bidder to acquire a controlling stake in
the company subject to the approval of the Company Law Board. On 7 January 2019 Satyam Computer
Services' founder and Chairman Ramalinga Raju made shocking disclosures of financial irregularities at
the IT firm. On 24 April 2009 Satyam Computer Services received approval from the Seventh Division of
the Federal Cartel Office of Germany permitting the completion of the acquisition of a controlling stake
in the company by Venture bay Consultants Private Limited a subsidiary controlled by Tech Mahindra.
On 9 July 2009 Mahindra Satyam announced that it has signed a new 5 year Support Contract with
GlaxoSmithKline (GSK) to provide SAP and other critical systems support to GSK's businesses across.

Wipro

Wipro Ltd is a leading India based provider of IT Services including Business Process Outsourcing (BPO)
services globally. The company provides comprehensive IT Solutions and Services including
Systems Integration Information Systems Outsourcing IT Enabled Services Package Implementation
Software Application development and maintenance and Research and Development Services to
corporations globally. The company is the first PCMM Level 5 and SEI CMM Level 5 certified IT Services
Company globally. In the Indian market they are a leader in providing IT Solutions and Services for the
corporate segment in India offering System Integration Network Integration Software Solutions and IT
Services. In the Asia Pacific and Middle East markets they provide IT Solutions and Services for global
corporations. The company is headquartered in Bangalore India. The company provides the integrated
business technology and process solution on a global delivery platform to customers across Americas
Europe Middle East and Asia Pacific. They offer business value to clients through process excellence and

12
service delivery innovation such as Information Technology services Product Engineering services
Technology Infrastructure services
Business Process Outsourcing services and consulting services. During the financial year 2013 Wipro
carried out demerger of consumer care and lighting infrastructure engineering businesses and other non IT
business of the company. After the demerger Wipro became a company focused on the IT services
business. Wipro Ltd was incorporated in the year 1945 at Karnataka by Azim H Premji who is promoter
and chairman of the company. The company started as an edible oil producer and then transformed itself
into leading player in Fast Moving Consumer Goods and IT services & Products business. During the year
1994-95 the company secured ISO 9001 certification for their five manufacturing and development
facilities. In February 2001 the company became the first software technology and services company in
India to be certified for ISO:14001 certification for complying with the international standards for
Environmental Management System (EMS) in three major software development and technology centre
in Bangalore. Wipro Technologies won the 'Banker Technology Award' for the year 2004 Instituted by the
Financial Times in the 'Risk Management Award' category. During the year 2005-06 the company acquired
m Power Software
Services Inc a Princeton New Jersey US headquartered company with a development centres in Chennai
and MPACT Technology Services Pvt Ltd based in Chennai for an all cash consideration of USD 28
million. Also they acquired New Logic Technologies AG an Austrian firm which is mainly engaged in the
semiconductor IP business and the Engineering Design Services business including the Analog Mixed
Signal Business for an all cash consideration of Euro 26 million. The company received the BEST award
from American society for training & development (ASTD) for three consecutive years 2004 2005 and
2006. During the year 2006-07 the company acquired US based Quantech Global Services LLC and the
India based Quantech Global Services Ltd for a cash consideration of approximately USD 3 million. They
acquired US based C Mango Inc and India based C Mango India Pvt Ltd for cash consideration of USD
20 Million. They also acquired Finland based Sara ware Oy Middle East and SAARC operations of 3D
Networks and Planet PSG during the year. In their Consumer Care and Lighting business the company
acquired North-West Switches business from North- West Switchgear Ltd a company in the business of
switches sockets MCBs etc. for an upfront cash consideration of Rs 1022 million. In the Infrastructure
Engineering business they acquired Hydro auto Group AB for a cash consideration of USD 31 million.
The company in partnership with Motorola and formed a joint venture namely WMNETSERV Ltd for
delivering world-class managed Services to telecom operators in the area of network operations. During
the year 2007-08 as per scheme of amalgamation Wipro Infrastructure Engineering Ltd Wipro Healthcare
IT Ltd Quan tech Global Services Ltd m Pact Technology Services Pvt Ltd m Power Software Services
(India) Pvt Ltd and c Mango India Pvt Ltd were amalgamated with the company with effect from April 1
2007. The company in association with DAR Al-Riyadh Holding Co Ltd formed a joint venture namely

13
Wipro Arabia Ltd for providing application development implementation and maintenance services
systems integration and data storage services in the Kingdom of Saudi Arabian .During the year the
company acquired 100% shareholding in Unza Holdings Ltd a Singapore based Fast Moving Consumer
Goods company together with their subsidiaries for an all cash consideration of approximately USD 246
million. They acquired US based provider of IT infrastructure management enterprise application and
business process outsourcing services for an acquisition price of about USD 600 million. They also
acquired OKI Techno Centre Singapore Pte Ltd (now called as Wipro Techno Centre Singapore Pte Ltd)
in an all cash deal of USD 2.5 million. During the year 2008-09 the company invested an aggregate of
USD 432 million as equity in their direct subsidiaries Wipro Cyprus Pvt Ltd Wipro Holdings (Mauritius)
Ltd Wipro Inc and Wipro Technology Services Ltd. They also re-structured a few of their overseas
subsidiaries and merged them with their holding company in the US. In January 2009 the company
acquired Wipro Technology Services Ltd (formerly called as Citi Technology Services Ltd) for USD 127
million. During the year 2009-10 Wipro Networks Pte Ltd Singapore and WMNETSERV Ltd Cyprus were
amalgamated with the company with effect from April 1 2009. In August 2009 the company entered into
partnership with Lavasa Corporation Ltd for planning implementing and managing Information and
Communication Technology services across Lavasa City. In October 2009 the company signed an
agreement with Delhi International Airport Pvt Ltd and formed a joint venture company namely Wipro
Airport IT Services Ltd. Also Wipro GE Healthcare Pvt Ltd the joint venture between the company and
GE Healthcare transformed their business by integrating several existing stand-alone business units and
manufacturing plants of GE Healthcare in India under Wipro GE Healthcare Entity. In November 2009
the company signed an agreement to acquire the 'Yardley' Brand business in Asia Middle East Australia
and certain African markets from UK based Lornamead Group. In March 2010 they won a turnkey project
from the Financial Intelligence Unit - India Ministry of Finance Government of India. As part of the project
the company will implement FiNnet (Financial Intelligence Network) for FIU-IND. In April 2010 the
company signed a partnership agreement with Philips to offer Blu-ray middleware and solution
development services around Philips' developed Blu-ray technology. In May 2010 the company and Oracle
Corporation launched a co developed solution a Process Integration Pack (PIP) for the High Technology
industry. This solution is part of Wipro's offerings that provide a comprehensive solution footprint for the
High Technology industry. They entered into a co-innovation agreement with SAP AG to develop and
deliver sustainability management and energy management solutions to enterprise customers globally. In
June 2010 the company's Business Process Outsourcing division partnered with Microsoft Corporation for
providing global Legal Process Outsourcing (LPO) for Microsoft's Intellectual Property (IP) portfolio. The
company launched Wipro Hospitality Management Solution at HITEC 2010 the conference for the
Hospitality and Leisure industry. In July 2010 the company in association with Labasa Corporation Ltd
and Cisco Systems Inc signed definitive agreements for Cisco to participate in My City Technologies Ltd

14
to provide information and communications technology services in the new development of Labasa City.
in August 2010 the company entered into a five year agreement with ArcelorMittal the steel company to
consolidate and migrate their messaging systems to the Microsoft Exchange 2010 messaging platform. In
September 2010 the company signed five year strategic partnership with Central Bank of India for
providing core banking solution for seven sponsored regional rural banks. The company will deliver
business-IT alignment by deploying and implementing the core banking solution and the identified
delivery channels seamlessly. They will also set up a 24 hour centralized helpdesk facility for the project
covering applications data centre networks security and end user systems. During the year 2010-11 the
company re-structured a few of their subsidiaries including overseas subsidiaries through merger legal
process. Wipro Yardley consumer care Pvt Ltd a subsidiary company got merged with Wipro Ltd with
effect from April 1 2010 being the appointed date. In December 2010 the company signed a contract with
Vodafone Essar. As a part of this strategic engagement the company will support Vodafone Essar with its
fixed line telecom services for enterprise business customers. Wipro will provide a wide range of services
including network design and build integration with existing IT OSS applications and managed services if
the setup over three years. In addition Wipro will also build an Enterprise Network Operation Centre to
manage the operations of Vodafone Essar's enterprise customers.

15
 CHAPTER 3
COMPANY PROFILE

16
 ABOUT INFOSYS

Established in 1981, Infosys is a NYSE listed global consulting and IT services company with more than
249k employees. From a capital of US$250, we have grown to become a US$13.15 billion (LTM Q3 FY21
revenues) company with a market capitalization of approximately US$ 72.2 billion.
In our journey of over 39 years, we have catalysed some of the major changes that have led to India's
emergence as the global destination for software services talent. We pioneered the Global Delivery Model and
became the first IT Company from India to be listed on NASDAQ. Our employee stock options program
created some of India's first salaried millionaires.

INFOSYS OPERATION

As on March 31, 2019, the Company is spread across 191 locations in 46 countries. This

document provides details of key locations where our offices are situated across North America, Europe,

Asia Pacific, India and South Africa.

INFOSYS India

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Infosys Limited is an Indian multinational technology company that provides business consulting, information
technology and outsourcing services. The company is headquartered in Bangalore, Karnataka, India. Infosys is

the second-largest Indian IT company after Tata Consultancy Services by 2017 revenue figures and the 596th
largest public company in the world based on revenue. On 29 March 2019, its market capitalisation was

$46.52 billion. The credit rating of the company

INFOSYS NORTH AMERICA

Infosys deliver IT and BPO services to clients in North America, Latin America and Europe.

SOUTH AFRICA

The subsidiary, Infosys Technologies S. De R.L. De CV, provides the company's full range of business
consulting and information technology services for clients in all industries including banking, financial services,
distribution, retail, and more.
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EUROPE

We have seven Delivery Centre in Europe: Lodz in Poland, Dublin in Ireland, Brno in Czech Republic,
Utrecht and Eindhoven in Netherlands, Birmingham in the United Kingdom, and Berlin in German.

Here is a list of Infosys in India:

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HISTORY

Infosys was established by seven engineers in Pune, Maharashtra, India with an initial capital of $250 in 1981.
It was registered as Infosys Consultants Private Limited on 2 July 1981In 1983, it relocated its office to
Bangalore, Karnataka, India. The company changed its name to Infosys Technologies Private Limited in April
1992 and to Infosys Technologies Limited when it became a public limited company in June 1992. It was later
renamed to Infosys Limited in June 2011.
An initial public offering (IPO) was floated in February 1993 with an offer price of ₹95 (equivalent to ₹550 or
US$7.80 in 2019) per share against a book value of ₹20 (equivalent to ₹120 or US$1.60 in 2019) per share.
The IPO was undersubscribed but it was "bailed out" by US investment ank Morgan Stanley, which picked up
a 13% equity stake at the offer price Its shares were listed in June 1993 with trading opening at ₹145
(equivalent to ₹850 or US$12 in 2019) per share .Its shares were listed on the Nasdaq stock exchange in 1999
as American depositary receipts. The share price surged to ₹8,100 (equivalent to ₹28,000 or US$390 in 2019)
by 1999 making it the costliest share on the market at the time. At that time, Infosys was among the 20 biggest
companies by market capitalization on the NASDAQ. The ADR listing was shifted from NASDAQ to NYSE
Euronext to give European investors better access to the company's shares.
Its annual revenue reached US$100 million in 1999, US$1 billion in 2004 and US$10 billion in 2017.

In 2012, Infosys announced a new office in Milwaukee, Wisconsin, to serve Harley-Davidson, being the 18th
international office in the United States .Infosys hired 1,200 United States employees in 2011, and expanded
the workforce by an additional 2,000 employees in 2012.In April 2018 Infosys announced expanding in
Indianapolis, Indiana. The development will include more than 120 acres and is expected to result in 3,000 new
jobs—1,000 more than previously announced. In July 2014, Infosys started a product subsidiary called Edge
Verve Systems, focusing on enterprise software products for business operations, customer service,
procurement and commerce network domains. In August 2015, the Finacle Global Banking Solutions assets
were officially transferred from Infosys and became part of the product company Edge Verve Systems product
portfolio.
PRODUCT AND SERVICEs

Infosys provides software development, maintenance and independent validation services to companies in
finance, insurance, manufacturing and other domains.
One of its known products is Finacle which is a universal banking solution with various modules for retail
and corporate banking.

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Glass building in Pune campus

Its key products and services are:

NIA – Next Generation Integrated AI Platform (formerly known as Mana)

Infosys Consulting – a global management consulting service

Infosys Information Platform (IIP) – Analytics platform

Edge Verve Systems which includes Finacle, a global banking platform

Panaya Cloud Suite

Skava

Engineering Services

Digital Market

ORGANIZATIONAL STRUCTURE

A structure depends entirely on the organization's objectives and the strategy chosen to achieve them. In a
centralized structure, the decision making power is concentrated in the top layer of the management and tight
control is exercised over departments and divisions. In a decentralized structure, the decision making power is
distributed and the departments and divisions have varying degrees of autonomy. An organizational chart
illustrates the organizational structure.

All businesses have to organise what they do A clear structure makes it easier to see which part of the business
does what There are many ways to structure a business
INFOSYS IN BEGINNING

Infosys was a start-up founded by 7individuals. Early days were a constant struggle Dynamic Environment.

Companies focus was on delivering a single product based on single technology in a single marketplace.

Low degree of Formalization, low complexity and high centralization

Period from 1989 – 2002 In 1989, company lost some key accounts.

Drastic change in the overall strategy he period after liberalization led to massive growths.

started catering to different market segments and different clients.

Company had to adhere to a new set of guidelines and streamline process due to the IPO in 1992.

The company structure was split up into functional units.

Project Matrix Structure was employed within the production unit.

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2003 ONWARD……..

• Company had become too big to carry on without modifying the existing structure.
• Concept of decentralization was brought in.
• Company divided into IBU’s. Each IBU concentrated on a
Particular sector.
• Made the company more customers focused. A Gamma B transformation.
• Managers of each IBU were empowered to take decisions to
further the IBU’s prospects. Role Enlargement and Role
Specialization.
• Decentralized system with an ability to take quick.
• Crucial as a result of the dynamic world order after the Sept 11 attacks and Asian financial crisis.
• Within each IBU the project matrix structure was carried forward.
• In 2007, the IBU concept was further refined to take into account geographic growth opportunities.
• The 2007 reorganization was also for role enlargement of the second line of business leaders.

CHAIRMAN

N.R Narayan Murthy

• Mr. K. V. Kamath named as the Chairman of the Board.

• Mr. S. Gopalakrishnan named as the Co-Chairman of the Board.
• Mr. S. D. Shibulal named as the Chief Executive Officer and Managing Director.

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ORGANIZATION CHART

CEO S. Shibulal Director

Sridar Iyengar Director

Marti SubrahmanyamDirector

Ann FudgeDirector

Jeffrey LehmanDirector

David BoylesDirector

OmkarGoswami

Lead Director

Deepak Satwalekar

Chairman of the Board (effec...

K. V. Kamath

Co-Chairman of the Board (ef...

S. Gopalakrishnan

Chairman Emeritus (effective... Narayana Murthy

Infosys BPO

SSCFO

VibinBalakrishnan Global Immigration

VN

Legal

SMK

Communication, Information &...

DK

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Delivery Excellence

SB

Human Resources

NG

Senior Vice President

BS

Banking & Capital Markets

AV

Quality, Tools & Software re... SK

Planning & Business Assurance

SP

Infosys Labs SG

COO, Infosys BPO

RI

Risk Management

MDR

Secretary & Compliance

PK

Systems Integration

VB

Communication Design Group

SM

Computers & Communications MKK Infosys Consulting SP

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Infosys Consulting

RJ

Finacle

HM

Infosys Leadership Institute

MB

New Markets & Services DVG

Australia & New Zealand

JK

Energy, Utilities & Services

PT

India Business

BHR

Insurance, Healthcare & Life...

EP

Administration, Infrastructure...

RKU

Enterprise Solutions

CK

Retail, Consumer Goods

PR

Testing Solutions

MT

Education & Research

SM
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Infrastructure Management

AN

Information Systems

N R Narayan Murthy

Nagavara Rama rao Narayan Murthy (Kannada nāgavārarāmarāyanārāyaṇamūrti) ,better

knnown as N.R.NarayanMurthy, IsanIndian industrialist and software engineer.
He and six other engineers founded Infosys in 1981. Mr. Murthy served as the
CEO from 1981 to 2002.
From2002 to 2011, he served as Chairman. In 2011, he became Chairman Emeritus

ORGANIZATION STRATEGY

Infosys has adopted a client-focused strategy to achieve growth

Company has an image of quality driven model rather than cost-differentiating model
Increase business from existing and new clients.
Expand geographically It has added new service offerings, such as consulting ,business process
management, systems integration and infrastructure management, which are major contributors to its
growth. Develop deep industry knowledge Enhance brand visibility Pursue alliances and strategic
acquisitions
PEER COMPATITORS OF INFOSYS

TCS

WIPRO

HCLTECH

Infosys Technologies –SWOT Analysis

Strengths

Operational excellence to deliver GDM

Capability to attract & keep talents

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Strong financial

Strong relationship with Large Corporations

The company has bases in 44 global development centers, most of which are located in India, although the
company has offices in many developed and developing nations.
Infosys is in a strong financial position. The business turned over more than 680 crore in 2011 . This means
that it has the capitalto expand, and also the basis to leverage potential investors.

Weaknesses

Over-reliance on Use economy

Limited position in value chain (i.e. No presenceor relationship with consulting business

Despite being a huge IT company in relation to its Indian competitors, Infosys is much smaller than

its global competitors. Infosys generated 6443 crore, which his

relatively low in comparison with large global competitors such as TCS (7569.99 Crore).

Opportunities

More cost/speed conscious customers

Market growth
Higher awareness on off-shore model

Threats
Wage inflation due to competition on talents (15+% /year)

Newer disruptive business models (i.e. web services, web 2.0

COMPANY VISION AND MISSION

The mission statement of a corporation helps it to align its business strategies with its primary goal. Infosys'

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Vision is “To be a globally respected corporation that provides best-of-breed business solutions, leveraging
technology, delivered by best-in-class people VISION AND MISSION Infosys' Vision: "To be a globally
respected corporation that provides best-of- breed business solutions, leveraging technology, deliver best-
in-class people." Infosys' Mission "To achieve our objectives in an environment of fairness, honesty, and
courtesy towards our clients, employees, vendor.

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 CHAPTER 4

Review of Literature

29
 REVIEW OF LITERATURE

Definitions of ADVERTISEMENT STRATEGY

Advertising strategy is an advertising plan developed by businesses to create awareness

among the customers about the product or service and motivate them to purchase the same.
An advertising strategy encompasses two components: Information and persuasion. The
information part includes informing customers about product features and benefits, price
changes and is crucial for building. primary demand. Creating persuasion in your
advertising strategy is important to build brand preference or change buyer’s perceptions
especially in competitive markets.

The basic elements of the plan are 1) the product itself and its advantages, 2) the customer and
his or her characteristics, 3) the relative advantages of alternative routes whereby the customer
can be informed of the product, and 4) the optimization of resulting choices given budgetary
constraints. In effect this means that aims must be clear, the environment must be understood,
the means must be ranked, and choices must be made based on available resources. Effective
product assessment, market definition, media analysis, and budgetary choices result in an
optimum plan—never the perfect plan because resources are always limited.

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DEVELOPING THE STRATEGY

Positioning Statement
Formal advertising strategies are based on a "positioning statement," a technical term the
meaning of which, simply, is what the company's product or service is, how it is differentiated
from competing products and services, and by which means it will reach the customer. The
positioning statement covers the first two items in the listing above.
implicit in a good positioning statement is what the industry calls the product concept, namely
a cluster of values that the product or service represents and the associational frameworks in
which it fits. A hunting knife will thus have a very different product concept than a pair of pink
silk slippers that glow in the dark. The product concept will later guide the choice of copy,
images, and message content to be used in actual ads (the "copy platform"). The positioning
statement must also implicitly include the profile of the targeted customer and the reasons why
he or she would buy this product or this service. At a later stage, more data on the "target
consumer" is then developed as the strategy is fleshed out.

Target Consumer
The target consumer is a complex combination of persons. First of all, it includes the person
who ultimately buys the product. Next it includes those who, in certain circumstances, decide
what product will be bought (but do not physically buy it). Finally, it includes those who
influence product purchases (children, spouse, and friends). In practice the small business
owner, being close to his or her customers, probably knows exactly how to advise the
advertising agency on the target consumer.
Communication Media
Once the product and its environment are understood and the target consumer has been
specified, the routes of reaching the consumer must be assessed—the media of communication.
Five major channels are available to the business owner:
• Print—Primarily newspapers (both weekly and daily) and magazines.
• Audio—FM and AM radio.
• Video—Promotional videos, infomercials.
• World Wide Web.
• Direct mail.
• Outdoor advertising—Billboards, advertisements on public transportation (cabs, buses).

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Each of the channels available has its advantages, disadvantages, and cost patterns. A crucial
stage in developing the advertising strategy, therefore, is the fourth point made at the outset:
how to choose the optimum means, given budgetary constraints, to reach the largest number of
target consumers with the appropriately formulated message.

Implementation
The advertising campaign itself is distinct from the strategy, but the strategy is meant to guide
implementation. Therefore across-the-board consistency is highly desirable. Copy, artwork,
images, music—indeed all aspects of the campaign—should reflect the strategy throughout.
This is especially important when multiple channels are used: print, television, and direct mail,
for instance. To achieve a maximum coherence, many effective advertisers develop a unifying
thematic expressed as an image, a slogan, or a combination which is central to all the elements
that ultimately reach the consumer.

METHODS OF ADVERTISING

Small business owners can choose from two opposite philosophies when preparing their
advertising strategy. The first of these, sometimes called the push method, is a stance wherein
an advertiser targets retail establishments in order to establish or broaden a market presence.
The second option, sometimes called the pull method, targets end-users (consumers), who are
expected to ask retailers for the product and thus help "pull" it through the channel of
distribution. Of course, many businesses employ some hybrid of the two when putting together
their advertising strategy.

PUSH METHOD

The aim of the push method is to convince retailers, salespersons, or dealers to carry and
promote the advertiser's product. This relationship is achieved by offering inducements, such
as providing advertising kits to help the retailer sell the product, offering incentives to carry
stock, and developing trade promotions.

PULL METHOD

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The aim of the pull method is to convince the target consumer to try, purchase, and ultimately
repurchase the product. This process is achieved by directly appealing to the target consumer
with coupons, in-store displays, and sweepstakes

ANALYZING ADVERTISING RESULTS

Many small businesses are distressingly lax in taking steps to monitor whether their advertising
efforts are having the desired effect. Instead, they simply throw a campaign out there and hope
for the best, relying on a general sense of company health when determining whether to
continue, terminate, or make adjustments to advertising campaigns. These small business
owners do not seem to recognize that myriad factors can influence a business's fortunes
(regional economic straits, arrival of new competition, seasonal buying fluctuations, etc.). The
small business owner who does not bother to adequately analyze his or her advertising efforts
runs the danger of throwing away a perfectly good advertising strategy (or retaining a dreadful
one) if he or she is unable to determine whether business upturns or downturns are due to
advertising or some other factor.

The only way to know with any accuracy how your advertising strategy is working is to ask
the consumer, the opinions of who can be gathered in several ways. Although many of the
tracking alternatives are quite specialized, requiring a large budget or extensive advertising
research expertise, even small businesses can take steps to measure the effectiveness of their
advertising strategies. The direct response survey is one of the most accurate means of
measuring the effectiveness of a company's advertising for the simple reason that it measures
actual responses to a business's advertisements. Other inexpensive options, such as use of
redeemable coupons, can also prove helpful in determining the effectiveness of an advertising
campaign.

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DEFINATION OF SALES STRATEGY

Sales Strategy sets out a detailed plan on how to get the product and service in front of the right
people who need it. Strategically it is comprehensive and methodological approach in order to
ensure that business is marketed correctly and we are approaching the right client. Sales
strategy is based on business plans and marketing strategy.

It is an operating plan for the company’s sales force. Sales strategy is important in allocating
sales resources efficiently in driving selling costs down and marking up the revenues. Sales
strategy is closely linked to corporate strategy. A sales strategy has a life cycle similar to an
industry, company or a product.

Why is it important to have sales strategy?

When you develop a winning product or service, the ultimate measure of its success is sales.
Many business owners hyper-focus on product development and forging their marketing plan,
leaving little room for developing and refining a sales strategy plan. This is a costly mistake.

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 To understand why let’s first establish the difference between a marketing strategy and a sales
strategy.

• A marketing strategy focuses on increasing the product/service’s visibility.

• A sales strategy concentrates on actually selling the product/service.

A sales strategy is concerned about generating real, quantifiable profits. No matter how good
your product or marketing plan is, it will be for nothing if your sales process can’t produce
results.

To get to the level where you can consistently generate the desired results, you need a well-
defined sales strategy that covers your marketing plan.

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Types of sales strategies

An organization may adopt two types of sales strategies—inbound sales, and outbound sales.
Some organizations may choose to adopt both. Based on this, your sales strategy will vary.

Inbound sales strategies

Inbound methods involve attracting prospects to your website. They would already have a
broad idea about your company and product.

Inbound sales strategy is aligned with inbound marketing strategies, where the marketing teams
attract leads using online content. Creating a website, writing blogs, and optimizing web pages
to rank in SERP are some ways to woo your prospects and educate them about your
product/service.

In this method, prospects are actively looking for a solution or information regarding their
challenge. They are, hence, more prone to purchase from you. At this stage, your salespeople
act as consultants who educate prospects, address their questions and concerns, and nurture
them through their decision-making process. Depending on these interactions, prospects
convert into customers.

Outbound sales strategies

While inbound sales strategies attract the right customers interested in your product, these
might not always bring enough to increase your revenue. And your business would depend on
customers finding you.

On the contrary, outbound sales strategies allow you to reach out to prospective customers,
spread the word about your product or service, and finally sell to them. This strategy is built
on the foundation of knowing who your prospects are. Hence, the first step in creating an
outbound strategy is equipping your sales team with Buyer Persona (BP) and Ideal Customer
Profile (ICP) documents.

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Keys to developing a sales strategy plan

Every business is unique. You must, therefore, come up with a sales strategy that suits your
company’s identity and business model. To develop a sales strategy plan that fits your business
you have to determine the following:

Company vision

A clear declaration of your company’s future direction helps you determine what you need to
achieve now, this month, this quarter, and so on. Everything that you’re doing now and in the
future must bring you closer to your vision.

Revenue goals

Your revenue goals must be aligned with your company vision. Why do you want to generate
$250,000 in sales this quarter and $1 million for the whole year? How does it help you achieve
your company’s vision?

Ideal customer profile

Gone are the days when you can identify your customers through demographics, interests,
associations, and so on. You must create an archetype of your ideal customers, including their
background and pain points. This will help your sales team quickly qualify prospects.

Value proposition

Your customers need to understand how your product/service fills their needs, the benefits it
provides them, and specifics of how it is different from the competition. An ideal value
proposition is to the point and talks directly to the challenges of the prospect.

Budget

Sales strategy involves various activities such as the tools and software for salespeople and the
training they would need to be able to sell more and efficiently. You need to allocate a dedicated
budget and invest in your salespeople to boost your revenue.

How to build a sales strategy

Now that you have a sales strategy plan for your business, it’s time to put it into action.

Here is a 7-step process to build a successful sales strategy:

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1. Identify the right market and persona

One of the easiest ways to generate more sales is to look at what’s already working. Look at
your current customers and understand who is actually buying your product. This is critical
because, in business, there’s often a gap between your defined customers and your actual
customers. The former is whom you’re trying to market to while the latter are the ones buying
your product or service.

Get to know your actual buyers and create a customer persona that creates an identity and is
not a mere compilation of figures. Have a story behind the faces of your persona and give your
sales team a glimpse of their lives.

2. Highlight risks and opportunities

Next analyse the situation of your current position. One method is to implement the SWOT
analysis. It is an acronym for Strengths Weaknesses, Opportunities, and Threat. This analysis
provides hindsight on where you can further expand your business and the risks involved.

This simple yet extensive analysis can be performed by anyone familiar with your business
processes (so you don’t have to break your bank account to engage consultants. Phew!).

It analyses your business’s current situation and paints a clear picture of the weaknesses in
contrast to your competitors and pinpoints the areas of strength. With these two factors, you

can build on the opportunities and threats for your business and industry.

3. Align sales with marketing

Once you know your current position, align the sales and marketing functions to work side by
side. Both these functions have the same goal—to drive customer acquisition and revenue.

Although these two functions are often at conflict, the two teams can help each other get better
at their work.

For example, salespeople can share their learnings from customer interactions with marketers,
who can use this valuable information to target new leads. Marketers can provide salespeople

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with resources that are much needed to engage with prospects such as case studies and battle
cards.

Once you’ve aligned both the teams, drive the power to smart marketing to create a powerful
value proposition message that both the teams agree on. Then, identify the best platforms to
reach your prospects: TV, radio, email, social media, and so on, and use a shared voice to send
a constant message to all your prospects.

4. Define a sales process

A sales process is a structured set of repeatable actions that sales teams follow to convert
prospects to paying customers. It covers what a salesperson should do at every stage of a
prospect’s buying process.

It is crucial to understand how this is different from the sales strategy.

An effective sales strategy outlines the approach to attain the sales goals. It provides actionable
tasks for everyone in the sales function by taking into account the competition, the
opportunities, and the obstacles.

On the other hand, the sales process, a part of the sales strategy, is a set of activities
that salespeople need to follow to attain the defined goal.

What happens when you don’t have a sales process?

Your sales team would have to perform various sales activities each day across different
accounts and deals. Without a sales process, the only metric tracked is the number of deals
closed and their value. There is no visibility into the sales activities performed. And when the
revenue produced by the sales team fluctuates, no one has a clue why.

Having a defined sales process provides much-needed visibility into your sales team’s activities
and insights into what worked and the areas that need improvement.

5. Hire the right team

A recent research by Harvard Business Review found that 81% of happy sales teams report
annual increases in business performance.

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Keeping this in mind, you need to hire the right people who fit in your team and the company’s
culture to drive your sales revenue.

Creating a list of qualities in your ideal salesperson and using it during the interview process
is an excellent way to identify the best candidates for the role.

Another method is to have downtimes or happy hours for the salespeople in your team to blow
off some steam. A happy sales culture not just encourages people to join your organization but
also helps retain your best salespeople.

Once you have your A-team, it is imperative that you coach them on the necessary skills such
as cold calling prospects, handling objections, and negotiations.

You also need to provide them with the resources required to close deals, such as case study
documents, battle cards, and sales email templates. These are called sales enablement content.

6. Action plan

As everything falls into place, come up with a workflow that breaks down all the tasks involved
in bringing you closer to your goals. Assign the tasks to team members with the right skills and
experience. Put together a timeline for the completion of these tasks. Your timeline should be
in sync with your revenue goals.

7. Tools and software

With all hand on deck to implement your sales strategy, you need an application that can help
capture, track, and nurture prospective customers or leads. A Customer Relationship
Management (CRM) software enables you to do all those and more.

With a CRM software, you’ll be able to automatically capture and record lead information.
Instead of manually entering data, the best CRMs in the market capture lead information and
record them on your database.

A sales CRM also enables you to nurture leads through various sales campaigns. Through this
process, you can educate or provide value by sending relevant content or promotional offers.
For example, you can create an automated campaign that sends blog posts or invitations to free
webinars based on predefined intervals. This helps demonstrate your expertise, minimize
resistance, and would encourage the customer to purchase your product or service.

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 CHAPTER-5
Research Methodology

41
 Research Methodology
Research
Research is a process of systematic inquiry that entails
collection of data; documentation of critical
information; and analysis and interpretation of that
data/information, in accordance with suitable
methodologies set by specific professional fields and
academic disciplines.

Research is defined as careful consideration of study regarding a particular concern or problem

using scientific methods.

According to the American sociologist Earl Robert Babbie, “research is a systematic inquiry
to describe, explain, predict, and control the observed phenomenon. It involves inductive and
deductive methods.”

Inductive research methods analyse an observed event, while deductive methods verify the
observed event. Inductive approaches are associated with qualitative research, and deductive
methods are more commonly associated with quantitative analysis.

➢ Research is an art of scientific investigation.

➢ Systematized effort to gain new knowledge.

➢ It is a voyage of discovery.

Research is conducted with a purpose to:

• Identify potential and new customers

• Understand existing customers
• Set pragmatic goals
• Develop productive market strategies

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• Address business challenges
• Put together a business expansion plan
• Identify new business opportunities

RESEARCH DESIGN

“A research design is the arrangement of condition for collection & analysing of data in
a manner that aims to combine relevance to the research purpose with economy in
procures."

➢ “Research design is the framework or the blueprint or foundation for conducting the
research project”
➢ “Research design is the conceptual structure within which research IS conduct edits
Constitutes The blueprint for the collection ,measurement and analysis of data”

Types of research design

❖ Exploratory design
❖ Descriptive design
❖ Experimental design
❖ Causal design
❖ Applied design
❖ Others

(A) DESCRIPTIVERESEARCH

A descriptive study undertaken in order to ascertain and be able to describe the

characteristics
ofvariablesofinterestinasituation.Quitefrequently,descriptivestudiesareundertakeni
nan organizations to learn about and describe the characteristics of a group of
employees, as for example, the age, educational level, job status, and length of
service.

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 (B) EXPLORATORYRESEARCH

Exploratory studies are conducted to clarify the ambiguous problems. Ambiguity

means that the nature of problem to be solved is unclear. Management may have
discovered general problems, but research is needed to gain better understanding of
thedimensions.Exploratoryresearchisconductedwiththeexpectationthatsubsequentre
searchwillberequiredtoprovide conclusive evidence.

(C) EXPERIMENTAL DESIGN

Experimental research studies arc those where the researcher test the hypothesis of casual
relationships between variables.

(D) CAUSAL RESEARCH

The main purpose is causal research is to identify the cause and effect relationship
between variables. In causal studies it is typical to have an expectation of the relationship
to be explained, such as predicting the influence of price, packaging, advertising and the
like, on sales. Thus, the researchers must be knowledgeable about the research subject.

(E)APPLIEDRESEARCH
Appliedresearchisconductedwhenadecisionistobemadeaboutaspecificreal-likeproblem.
Applied research aims at finding solutions for an immediate problem facing a business
organization.

STEPS IN RESEARCH PROCESS

Following are the stages of business research process:

➢ Defining the problem

➢ Planning a research design

➢ Planning as ample

➢ Collecting data

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 ➢ Analysing the data

➢ Formulating the conclusions and preparing the report

SAMPLING TECHNIQUE

SAMPLE DESIGN
The sample design provides information on the target information and final sample
sizes. I have used conveyed convenient sampling surveyed in research.

METHOD OF SAMPLING

Convenient sampling is used to do sampling.

SAMPLE SIZE
Sample size refers to the numbers of respondents researcher have selected for the
survey. I have selected 100 respondents.

DATA COLLECTION METHOD

Both primary and secondary data were collected to meet the objective.

Source of Data

(a) Primary Data:

❖ Primarydataisthedatawhichiscollectedforthefirsttime.Itiscollectedfrom
the source of origin

❖ For primary data collection questionnaire was framed considering

certain

❖ Factors like manpower planning, recruitment sources, selection method.

❖ A copy of questionnaire is also attached in the Annexure. Questionnaire

method is being followed and was preferred over interview method

❖ Because:-

▪ It is more economical

45
 ▪ This method can cover wider areas.

▪ This method is original and therefore very reliable.

▪ Respondents feel more comfortable while answering the

▪ Questions asked

(b) Secondary Data:

❖ The secondary data are those which are already in existence and which
have been collected for some other purpose.
❖ The secondary data can be collected from the following sources:-

▪ Company Reports.

▪ Pamphlets.

▪ Magazines.

▪ Personnel Department.

▪ Hooks on communication

NEED OF THE STUDY

In today’s intensely competitive, rapidly changing & highly complex business
environment characterized by diminishing customer loyalty, the need to be market
focused & customer centric is more critical than any other time in past. Firms use
technology as a key tool to enhance the information flow within their business units,
helping their employees better understand the ever changing and increasing need
and wants of their customers.
So it is important to know advertisement and sales strategy towards our product
because An advertising and sales strategy is a plan to reach and persuade a customer
to buy a product or a service. Your strategies of advertising and sales require
creative thinking and testing. ...

The steps in developing an advertising and sales strategy include: Identifying the target
audience.

46
OBJECTIVES OF THE STUDY

❖ To get a practical outlook about theories learnt during the academic year.

❖ To get knowledge of the present on going in consumer behaviour.

❖ To study the strength and weakness of the companies.

❖ To assess the customers, need in terms of IT service.

SCOPE OF THE STUDY

The study has been done for information technology industry understanding the
advertisement and sales strategy perception towards the IT market. The study can help in
analysing certain weak point, improving on which a company can overcome the low earn
profit. At the later stages of research, a customer survey was included to understand the
impact of advertisement and sales strategy.

LIMITATIONS OF THE STUDY

❖ Due to time and monetary constraints it may not be able to go deeper into the research.

❖ Sample size taken was 100 respondents, the result might have varied if there had been a
larger sample size.
❖ It is very much possible that some of the respondents may have given the incorrect
information.

❖ It is my first attempt to undertake such a study , thus the inexperience is also an obstacle
to accomplish the project in a proper way.

47
 CHAPTER-6
Data Analysis and Interpretation

48
 Q1. From which of the following group you belongs to ?
Table No. 1

TABLE SHOWING THE GROUP.

From

53
STUDENT

GOVERNMENT SERVICE 13

BUSINESSMEN 34

TOTAL 100

INTERPRETATION:

The above chart presents that out of 100 respondents, 53 respondents are from student
background, 13 respondents are involved in government services and the remaining 34
respondents had their own busines
From this now I have clear picture of which type of people had been chosen, so it would be
easier for me to observe the perception of the consumers towards IT companies.

49
 Q2. Are you aware of IT services which are available in the market?

Table.2

Yes No

Respondents 89 11

Graph.2

respondents
100

80

60
respondents
40

20

0
yes no

INTERPRETATION:

The above chart presents that out of 100 respondents, 89 respondents said that they
were aware of all the IT services available in the market and the remaining 11
respondents were known to the IT service but not from all the available it services.

Thus from the above analysis we could conclude that most of the respondents were known
to all the available IT services on the market.

50
Q3. How long you have been uses IT services?
Table No. 3

Years 0-1 years 1-3 years 3-5years more than 5 years Total

IT
SERVICE
13 50
12 8 17

IT
PRODUC
8 10 11 21 50

GRAPH NO. 3

INTERPRETATION:

The above chart presents that out of 50 respondents, users of IT SERVICEAS 12 respondents
were operating it for 0-1 year, 8 respondents were use it from 1-3 years, 13 respondents were
use it from 3-5 years and remaining 17 respondents were use the IT service for more than 5
years.

Users of IT product were as 8 respondents said they were use it for 0-1 years, 10 respondents
were uses it from 1-3 years, 11 respondents were uses it from 3-5 years and remaining 21
respondents were uses the IT product for more than 5 years.

51
Q4.How do you rate your IT company as compared to IT services of other company?

Table no. 4

Ratings Highly Satisfactory Average Dissatisfactory Total

Satisfactory

INFOSYS 10 25 14 1 50

HCL 13 22 13 2 50

GRAPH NO. 4

INTERPRETATION:
The above chart presents that out of 50 respondents, users of INFOSYS 10 respondents
were highly satisfactory, 25 respondents were quiet satisfactory, 14 respondents rated
it average, and 1 respondents said they were dissatisfied.
Users of HCL were as 13 respondents were highly satisfactory, 22 respondents were
quiet satisfactory, 13 respondents rated it average, and 2 respondents said they were
dissatisfied. Though the above analysis says that more respondents were quiet
satisfactory with the IT service having their own reasons, thus, more of respondents
rated INFOSYS IT services satisfactory.

52
Q5.Have you ever made any complaint to an IT company or ever faced any of the

problems with INFOSYS Company?

Table No. 7

Yes No total

Wipro 9 41 50

Infosys 12 38 50

GRAPH NO. 7

INTERPRETATION:

The above chart presents that out of 50 respondents, in case Infosys 41 respondents faced no
problem with the it services and the remaining 9 respondents had faced problems some of them
were big ones and some were just minor problems, which could be resolved easily.

In case of Infosys 38 respondents faced no problem with the services and the remaining 12
respondents had faced problems some of them were big ones and some were just minor
problems.

53
Q6. Which IT company services you have taken before?
IT SERVICE COMP. RESPODENTS PERCENTAGE

HCL 20 20%

WIPRO 32 32%

INFOSYS 26 26%

TATA 20 20%

Total 100 100%

INTERPRETATION

The above chart presents that out of 100 respondents, 20% respondents are having HCL IT
SERVICE with them, 32% respondents had WIPRO PVT. LTD., 26% respondents had
IFOSYS , 20% had TATA ,

54
Though my study is confined to comparison of IT companies which are HCL and Wipro
IT and according to the data analysis people were having more of WIPRO than
INFOSYS , and as the difference is not huge but still I would say that consumer are
liking more of INFOSYS service .

Q7.What alternative brand would you go to if our services are not available in the market?

`wipro 40

HCL 20
TATA 25

TECH MAHINDRA 10

NOT SURE 5

respondents

10

40
25

20

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 5th Qtr

INTERPRETATION

The above chart presents that out of 100 respondents, 40 people will go for wipro
services, 20 people will go for HCL services, 25 people will go for TATA services, and
10 people will go for TECH MAHINDRA ,and 5 people were not sure about the brand.

55
Q8. Overall, how satisfied are you with our services?

Very satisfied 30%

Satisfied 10%

Neutral 20%

Dissatisfied 10%

Very dissatisfied 15%

Not sure 15%

35
30
30
1st Qtr
25
20 2nd Qtr
20
3rd Qtr
15 15
15 4th Qtr
10 10
10 5th Qtr
6th Qtr
5

0
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 5th Qtr 6th Qtr
very satisfied satisfied neutra dissatisfied very dissastisfied not surel

Interpretation

The above chart presents that out of 100 respondents, 30 respondents are very satisfied
with the services , 10 respondents are only satisfies with the services, 20 respondents
are neutral and 10 respondents are dissatisfied with the services 15 respondents are very
dissatisfied with the services and 10 respondents are not sure at all the services given
by the IT services .

56
Q9. what was the reason that attracted you to become INFOSYS customer?

Brand value 50

Marketing and production 25

pricing 20

others 5

60

50
50

40

30
25
20
20

10
5

0
brand value marketing pricing others

Interpretation

The above chart presents that out of 100 respondents, 50 people are attracted toward
INFOSYS because of the brand value of the company , 25 people are attracted towards
the marketing, 20 people checks the pricing of the services and others are 5 percent.

57
Q10.will you willing to come back to us if we were to improve the areas you were
dissatisfied?

yes 80

No 15

Can’t say 5

90

80

70

60

50

40

30

20

10

0
Category 1 Category 2 Category 3
yes no can't say

Interpretation

The above chart presents that out of 100 respondents, 80 people says that if the company
is willing to improve the areas from which customer are dissatisfied the they are willing
to come back to Infosys services, 15 people are not going to come back to Infosys
services and 5 people are not sure about themselves .

58
 CHAPTER-7
Conclusion and suggestion

59
Conclusion
Among the 100 respondents most people had Infosys pvt. and then after it infosys it service
was there, it was infosys IT product and service which were with least of the respondents.

Most of the respondents were using infosys product and service from very longer time period
this shows that these it service are long which is good for infosys Pvt. Ltd. company.

Respondents rated their it product and service as satisfactory only’ infosys IT servies users
and very least of the respondents rated dissatisfactory which is again very good sign for
infosys pvt. Ltd. company reputation.

The major part of the respondents didn’t have any serious problems while using the IT servies
of the The infosys pvt. Ltd. company, still there were some people who faced problems but
it shouldn’t be pointed out as demerit of company because firstly very few respondents faced
the problems and secondly the needs IT services from time to time so it depends on
maintenance of the sales and advertisement by the user too.

Well, most of the respondents said while using and work in IT service of infosys Auto they
first check features and money value of the company product users, then after comes the other
specifications which influences their sales and advertisement decision,

Finance option was chosen the most by the respondents infosys Pvt.company for using also
infosys product and service.

60
 Suggestions

As infosys was with more respondents who using IT company should try to increase sale too,
and make people buy IT more by knowing hetir perception towards what they need in their
service

As most respondents were work in infosys for a longer period, so I will say the company
try to make their products and service more and more efficient.

As very least of the respondents were dissatisfied so the company should try to wipe out that
little dissatisfaction too from the consumers, because if they are happy only then the
companies will be happy.

The infosys Company should inform their customers for regular maintenance services and
also tell them what will be the consequences if proper maintenance is not done, this will wipe
the problem faced by the customers.

As prefers quality and features of product and service so the company should firstly focus
more on this service and product then on others.

According to me every IT service option possible should be made available to the customers
to make them more comfortable.

61
 CHAPTER-8

ANNEXURE

62
❖ BIBLOGRAPHY
❖ QUESTIONNAIRE

63
 ONLINE RESEARCH:

• WIKIPEDIA
• INFOSYS-AR-11PDF
• FUNDAMENTAL STRUCTURE OF ORGANIZATION
PDF FILE .
• OFFICIAL BOARD.COM(ORGANIZATION CHART)

BOOKS AND AUTHOR NAME

❖ Christopher lovelock , Joehen Writz , jayantta chatterji , service marketing.

❖ Philips kottler , kevien lane keller marketing management.

64
Questionnaire

1. You belong to the following category of the society?

(a) Student (b)Govt. Service (c) Businessman

2. How long you have been used Infosys service?

(A) 0-1years (b)1-3 Years (c)3-5Years (d) More than 5Years

3.Are you aware of infosys comp [any product and service made available in the market?

(a) Yes (b) No

4.Have you ever made any complaint to the company?

(a) Yes (b) N o

5. Are you aware of the IT services which are available in the market?
(a)yes (b)no

6. How do you rate your IT company as compared to IT services of other company?

(a) highly satisfactory (b)satisfactory (c)average (dissatisfactory

7. Which IT company services you have taken before?

(a) HCL (b)WIPRO (c)TATA (d)INFOSYS

8.overall, how satisfied are you with our services?

(a) Very satisfied (b)satisfied (c)neutral (d)dissatisfied (e)not sure

65
9. what alternatives brand would you go to if our services are not available in the market?

(a)TATA (B)HCL (C)TECH MAHINDRA (D)NOT SURE

10. what was the reason that attracted you to become INFOSYS customer?

(a)brand value

(b)marketing

(c)pricing

(d) other

66