Krishnan Chatterjee

Principles of Branding

2

Identity

Positioning

Context

Proposition

Content / Creative - Campaign

HCL Technologies – An Introduction

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HCL Technologies – Our Identity

Identity

7

PICTURE OF RECIPIENT

PICTURE OF SENDER

Self Image Reflection

Physique Personality

Relationship Culture

INTE

RN

ALI

SATI

ON

EXTE

RN

ALI

ZATI

ON

• Passionate

• Contemporary

• Pride in endeavor

• Modern and Global Indian

Risk taking

Leaders in their chosen market Firms that use IT for

competitive advantage

Win-win

partnership

• Colorful

• Boutique

The Essence

The Extraordinary Individual

HCL Technologies – Our identity

Employees First, Customers Second – A 5 year journey

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Manifestations Tools Artifacts

Target audience

Positioning

11

Doesn’t get more targeted than this

Target Market – The Gen 2 Outsourcer

Frame of Reference

Positioning

Frame of Reference : Global MNC’s

2006-11 Deals Signings by IT Services Majors

MNC Top-3 includes IBM, Accenture and HP

Indian Top-3 includes TCS, Infosys and Wipro

Source: TPI

14

HCL Competition in Deals

Global

MNCs

65%

Indian

Vendors

35%

Indian Vendors Global MNCs

Deals signed by HCL over the last 2 years

Point of Difference

Positioning

16

Gartner Dataquest

Publication Date: 19 January 2011 ID Number: G022099906

HCL Positions It self as ‘CIO’s Best Friend’ at Its 2010

North American and European Analyst Events

Arup Roy. Alllo Young, Sugan Tan, Bryan Britz, Cathy Tombohm, Jason Harrls

While reaffirming its” employee first” commitment, HCL „s future strategic directions will emphasize

“value centricity in this its approach to client relationships builts on “ trust through transparency.

Key Findings

• While most Indian providers are trying to emphasize their business focus, HCL will continue its strong

commitment to technology expertise as an enabler of business change and to be the technology

partner to the COI‟s office, Including a technology-led approach to business process outsourcing

(BPO).

• Three strategic corporate principles will guide and underpin this technology ostentation technology-

led BPO to support the CIO: value centricity, trust through transparency, and employee first.

• The customer sessions highlighted various engagement models that HCL is using with its customers,

including Global SAP implementation on a business benefits model, partnership with an emphasis on

joint market creation and domain-led transformation of product distribution channel.

Recommendations

• HCL clients should explore the implications of HCL”s CIO-focused engagement model and ensure they

understand the existing and future desired HCL touch points into their organization.

• Prospective clients of HCL should examine proof points of HCL‟s much-discussed “employee

first/customer second ” principle and whether it has brought a healthy account relationship with Its

customers.

• Look beyond HCL‟s subtle, but effective, underdog branding, infectious entrepreneurial style, and

personable leadership team by placing the same degree of expectations on HCL as you do with

experienced and scaled service providers you are evaluating.

Propositions

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The Reincarnate CIO Proposition

UNDERSTANDING THE REINCARNATE CIO • Who is a ‘Reincarnate’ CIO?

• Setting the Reincarnate CIO aspiration

• The Reincarnate CIO roadmap

Campaign

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