TEAM

Interned with GEP Interned in Cognizant ABG scholar, interned Interned with Airtel on
consulting on Supply Business Consulting on with Hindalco on media procurement for
chain procurement Banking and Financial logistics Digital TV
Worked with Goldman Services Worked with Tata Steel Worked with PGCIL on
Sachs IT team on Worked in Wipro and for 4.5 years in Supply HEV infrastructure
optimization for 3 years Ministry of Finance for 4 Chain projects
years
Abhishek Chandan Kaushallendra Praveen
Somani Kumar Kumar Maurya

Interned with Standard Interned in P&G in IT Interned at J&J in

Chartered Bank on
infrastructure financing
Worked in an IT startup
as Salesforce developer
for 2 years
team under a project on
Digital media
measurement
Worked with Target
developing mobile apps
for stores for 3 years
consumer division,
project on rural
consumer research and
designing rural on-
ground activation plan
for Johnsons Baby

Priyanshi Sudipta Das

Agrawal Sahana H S
EXECUTIVE SUMMARY

SWOT ANALYSIS
Strength
Strong brand equity of HCL
Strong global presence in 32
countries
Diversified portfolio of services
including end-to-end solutions
Excellent CRM capabilities
High competition from
incumbent players
Many emerging organizations
with disruptive technologies
Enterprises cutting down on
capex due to global slowdown
Forex fluctuations
Threats
SWOT - HCL
Weakness
Low market share
Lack of scale (revenue,
technology, resource capabilities
viz. competitors)
Resource allocation (Limited
critical skills limits scope for on-
site deployment)
Potential for growth in global
CRM market
Creating partnerships with
players in emerging technologies
like digital and cloud
Government initiatives like
Digital India, IoT incubation
centers etc.
Opportunities
SWOT STORY
Diversified portfolio of IT services and has entered many industries such as finance,
healthcare, manufacturing, etc.
Differentiation strategy with focus on broad segment focus and doesn't compete
on price
Strong brand equity
Developed capabilities in emerging technologies like cloud and enterprise
management software
Keys success factors in the industry are quality of customer service and knowledge
stock of frontline employees
Competitive advantage -Talent acquisition, excellent project management skills and
end-to-end solutions for clients
Intense competition from bigger players like TCS, Infosys which hold major clients
and hence have greater revenues
Lack of scale and low market share
Capitalizing on core strength & growing extensively, acquisition of PowerObjects,
opportunity to capture business in CRM services market
Developing technology and infrastructure capabilities to compete with bigger
competitors through acquisition of new businesses
 COMPETITIVE ASSESSMENT
INFOSYS
- Large enterprises looking for
Target IT solution and services
Markets - Lacks in domestic clients
Building Tomorrows
Enterprises provides not
Positioning just services but business
solutions and products
HCL uses Renew and New
elements in its messages
Renew - Rebuilding current
Message business systems using latest
Strategy technologies and platforms
New Build new clientele by
looking for new business
model and new markets
- Ads and digital marketing
initiatives to communicate its
brand proposition
Media - Flagship events like
Strategy Confluence to showcase their
offerings to existing and
prospective clients
TCS
Large overseas market, domestic
clients and emerging markets
around globe
Provider of digital business solutions
to clients, helps clients reimagine
their businesses
Experience Uncertainty of success
by working with a partner capable of
providing insights, support and
expertise to propel their business
forward
High quality results through on time
and on budget engagements
- Creative advertisements focusing
on success of their clients
- Sponsors Marathons & Cricket
- Extensive CSR activities
- Showcasing their innovative
solutions at innovation centers,
organizing innovation days and
forums
WIPRO
Mostly focusses on
international clients and
domestic spread is limited
to few clients
Reliable player providing
best solutions and reliable
service to its customers at
low cost
Leverages its tag line
Applying thoughts to
convey that they are
dynamic, energetic, multi-
faceted, diversifies,
innovative and vibrant
company
- Innovative techniques like
multi-screen advertising
- Uses sales promotion
strategy
- Sponsors Marathons and
does community works to
gain visibility in global
markets
 BUYER INFORMATION
BUYER SEGMENTS BUYER BEHAVIOUR

CRM to simplify processes and perform functions as

Basis Segments Functionality mentioned in the segment-wise need of CRM.

Industry Small Business Market Middle Market Enterprise Market As employees switch from conventional software to
Ease of Use CRM, they prefer easy-to-learn and easy-to-use CRM.
Size ($5mn - $100mn) ($100mn - $1bn) (Over $1bn)

Industry Requires investment of financial & human resources.

IT & Tele- Price
Sector Manufacturing Retail Healthcare Consulting Users are locked in, so see it as a one-time investment.
communications

Company Industry leaders in CRM include Salesforce, Microsoft

Practice Automotive Customer Discrete Field Service Financial
reputation Dynamics, Oracle. Businesses go with top providers.
Areas Suppliers Care Manufacturing Management Services

CRM are customized for companies., Companies prefer

Industry Business-to- Business-to- Business-to- Non-profit Support
vendors providing continuous and prompt support.
Type Business Government Customer Organizations
Companies run on an avg 3 demos of different CRMs to
CRM standard Single view of the Implementation
Customer experience estimate costs, implementation complexity, ease of use.
Use Case implementation or customer, data and
& CRM consulting
upgrade analytics
Software Customized CRM are costly and small business prefer
Popularity popular CRM products.

Reviews and Companies search on reviews & recommendations of

Recommendations industry peers before selection of a CRM provider.
 POSITIONING
POSITIONING AND TARGET MARKET MAJOR SELLING IDEA

Positioning:
To Dynamics CRM users, HCL PowerObjects is a Global leading customized
solutions provider that is unparalleled through its excellent service, support,
education, add-ons and seamless integration of IT products, because it has
in-depth expertise on Microsoft Dynamics CRM along with HCLs capabilities
of providing diversified IT services to a global clientele and is committed to
building customer relationships HCL PowerObjects empowers
your business by providing
integrated CRM solutions that
Target Market helps you extract the
- CXOs and higher maximum benefit required to
executives of make your business grow
businesses across
sectors like Finance,
retail, healthcare, etc.
using Dynamic CRM
- Existing PowerObjects
Clients (sell portfolio
of HCL services)
 CAMPAIGN
OBJECTIVES COPY PLATFORM

Ad Problem Product Characteristics

To increase market share for HCL Customized solutions built to maximize
PowerObjects and capture greater pie in Dynamic CRM potential
Primary Secondary CRM segment Add-ons for marketing automation, salesforce
Create brand equity for HCL in US market and productivity
Increase brand Increase brand as leading IT service provider having On-demand technical and maintenance
awareness and equity for HCL in expert capabilities in Dynamics CRM support by experienced staff
On-demand seamless integration with other
market share by US market software products leveraging HCLs existing
Advertising Objective
10% for HCL To reinforce brand associations of HCL and capabilities and expertise
Power Object in Cross integrated PowerObjects to position HCL PowerObjects
as a global and expert Dynamics CRM Statement of benefit or appeal
the US market IT services of HCL solution provider Builds long-term relationships with clients and
to Power Object Target Market
provides seamless integration between
Dynamics CRM, its customized solutions and
Reinforce brand clients CXOs and higher executives of businesses other IT products/services
association of across sectors like retail, healthcare etc.
using Dynamics CRM and existing clients of
both HCL and PowerObjects
Supportive Selling Points
Power Object PowerObjects recommended as No1 partner
by Microsoft Dynamics CRM
Competition
Provides training on using Dynamics CRM
Sonoma Partners, Adxstudio, McaConnect
through on-site training, courses, webinars
Objectives Creative theme PowerCare is an easy to use customer portal
Should be based on seamless integration for all CRM related business needs
 IMC MIX
RESEARCH ON B2B TECH/SERVICE MARKETING RECOMMENDATIONS

BEST CHANNELS MOST EFFECTIVE BEST CHANNELS EVENT

TARGETING C-SUITE EVENTS PUBLICITY

Events

Public Social
Relations Media
 CONFERENCE DETAILS

Objective
How PowerObjects has immensely improved
HCL's expertise in the CRM Industry and for
Microsoft Dynamics in particular
Audience
Location CXOs of organizations using or having
California HCL EmPower 2017
Empowering Business through CRM potential to use CRMs in future
Microsoft Dynamics users, CRM
product providers
IT companies, CRM Industry
Professors, Computer Science
department
Marketing & Supply Chain professors
Frequency IT Consultants and HCL clients
Annual Event
Partners
CRM product providers
Renowned Universities
Consulting Firms
 HCL EmPower 2017
Empowering Business through CRM

Thursday 6th April 2017: Overview of CRM Trends and Learnings

Time Topic Speaker
9:30 AM Inauguration and Keynote Address CEO, HCL Tech
10:00 AM Transforming Customer Relationships Innovations in CRM CXO, Microsoft Dynamics
10:30 AM Tea Break
11:00 AM How PowerObjects can help your business Global Head, PowerObjects
11:45 AM The Power of CRM tools Dean, Computer Science, USC
12:30 PM Lunch and Networking
2:30 PM Leveraging CRM for retail business CMO, Hindustan Unilever Limited
3:00 PM Research on CRM Industry Gartner
3:45 PM Leveraging CRM in Banking sector CFO, CitiBank
4:15 PM Tea Break
5:00 PM Capabilities in CRM CXO, HCL Tech
6:00 PM Dinner and Networking
Friday 7th April 2017: Share and Learn - Awarding the best practitioners
Time Industry Specific Event
9:30 AM Financial Sector
12:00 PM Manufacturing Sector
3:00 PM Healthcare Sector
4:15 PM Other Sectors
6:00 PM Awards and Vote of Thanks
7:00 PM Musical Concert

PLEASE NOTE: All lectures live on www.powerobjects.com Conference Center,

Keep updated for any changes: Follow @HCLemPower via California, CA 92501
Twitter.com Tel: (951) 346-9776
 CAMPAIGN FLOWCHART
September October November December January February March April

9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 3 10 17 24 3 10 17 24 31 7 14 21 28
BRAND AWARENESS
Social Media
Business Publications
Search Engine Optimization
MEDIA
White Papers/Technical Articles
EVENT PUBLICITY
FLOWCHART
Direct Email
LinkedIn
Sales Representative
Business Magazines
Company Website
EVENT
Conference
Post-conference feedback
PUBLIC RELATIONS

Milestone
 BUDGET BREAKDOWN
Brand
Awareness,
$64,450

Total Budget - $2,57,200

Event,
$192,750

White Papers/Technical articles, $1,500

Direct Email, $3,000 LinkedIn, $12,250
Post conference
feedback, $1,000
Sales Representative,
$15,000
Search Engine
Business Magazines, Optimization,
$9,900.00 $20,000 Social Media,
$25,200
Company
Website, $1,600

Conference,
$150,000

Business Publications, $17,750

 BUDGET DETAILS
Cost 1 issue 6 Issues
For Brand For Event Company Website
Awareness Publicity Cost
Full Page $13,000 $12,250 - -
Event Publicity $1,500
2/3 Page $9,385 $8,825 - -
White Paper Update $1,600
1/2 Page $7,035 $6,615 - -
1/3 Page $4,950 $4,655 - $9,900
1/4 Page $3,780 $3,550 $17,750 - SEO
Cost
Business Magazine Per month $2500
8 months $20,000

Cost
Mailing List $500
Other associated
$2,500
things
LinkedIn Costs Total Costs $3,000
For Event For Brand
Publicity Awareness
Email Costs
No. of impressions
50,000 25,000 Sales Representative
required daily
No. of Total Cost
Bid for 1000 impressions $7 $4 Per Year
Sales Rep (1 month)
Cost per day $350 $100
Sales Rep Cost (Incl.
No. of days for ads 35 (5 weeks) 252 (8 months) $90,000 2 $15,000
bonus)
Total Cost $12,250 $25,200
 TIMETABLE
Event Date
Approval of campaign including
objectives and creative
recommendations
Approval of media channels and budget
Get ads/IMC tools produced
Organize and get approval for venues
for events
Campaign launch (including individual
media releases)
Event registration dates & early bird
discount
Tracking the no. of participants,
analyzing trends on social media
MEASUREMENT AND EVALUATION - METRICS
Total number of
Twitter % of type of tweets Buzz words
tweets
Business No. of hits on Ad
Total audience
publications specific sub domains
Search Engine
Keyword Rankings Traffic volumes
Optimization

Direct mail Click to open rate Conversion rate

LinkedIn Page Reach Engagement

Sales Opportunity-to- win

Lead Response Time
Representative ratio

Website Sources of Traffic Top Pages

Brand awareness PR Mentions Social Shares

Event
Evaluation
Operational On-time Actual versus
Excellence performance Planned budget
CONCLUSION