TATA CONSULTANCY SERVICES: S. RAMADORAI
Alexander of the East
TCS is
twice a big name than Infosys, if one were to believe the number of searches generated by the mighty Google! The difference might be huge in terms of searches, but TCS and Wipro search for only one thing these days. Midsized acquisition is what Tata Consultancy Services is looking to acquire expertise in, which they don’t have. “We have to acquire capabilities we don’t have. That’s our strategy,” says S. Padmanabhan, Head, Global Human Resources, TCS. “Seventy percent of the acquisitions fail to deliver value, so you have to be absolutely sure of what you are doing,” he added.
2008 will also see TCS working on its visibility and making the brand TCS more visible in the corporate boardrooms. The ongoing ‘Experience Certainty’ campaign promotes brand assurance of TCS and is part of the company’s bid to become a top 10 player in the industry, globally, by 2010. It features an ad campaign, a music video and video viewpoints, and backs up the brand proposition with claims that 96.63% of TCS deliverables are achieved on time. CEO S. Ramadorai commented on the launch of campaign, “Experience Certainty is a true reflection of what we offer the market. We manage all engagements with the same consistent approach globally.”
While, traditionally, these Indian IT majors are not associated with advertisements, the fact is that advertisements are a help, whether it is for products or for services. Though TCS realised it late, we expect that whopping $10 million advertising campaign will bridge the gap between Indian and US software multinationals.
Alexander of the East
TCS is
twice a big name than Infosys, if one were to believe the number of searches generated by the mighty Google! The difference might be huge in terms of searches, but TCS and Wipro search for only one thing these days. Midsized acquisition is what Tata Consultancy Services is looking to acquire expertise in, which they don’t have. “We have to acquire capabilities we don’t have. That’s our strategy,” says S. Padmanabhan, Head, Global Human Resources, TCS. “Seventy percent of the acquisitions fail to deliver value, so you have to be absolutely sure of what you are doing,” he added.2008 will also see TCS working on its visibility and making the brand TCS more visible in the corporate boardrooms. The ongoing ‘Experience Certainty’ campaign promotes brand assurance of TCS and is part of the company’s bid to become a top 10 player in the industry, globally, by 2010. It features an ad campaign, a music video and video viewpoints, and backs up the brand proposition with claims that 96.63% of TCS deliverables are achieved on time. CEO S. Ramadorai commented on the launch of campaign, “Experience Certainty is a true reflection of what we offer the market. We manage all engagements with the same consistent approach globally.”
While, traditionally, these Indian IT majors are not associated with advertisements, the fact is that advertisements are a help, whether it is for products or for services. Though TCS realised it late, we expect that whopping $10 million advertising campaign will bridge the gap between Indian and US software multinationals.
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)
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