Wipros Marketing Strategy: Shift Spotlight from Firms Competencies to Clients Needs

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Wipros Marketing
Strategy: Shift
Spotlight from
Firms
Competencies to
Clients Need

Chapter 1
1.1 Overview of Industry
The

software

industry

includes

buisnefor development, maintenance and publication of software that are using different business
models, mainly either "license/maintenance based" (on-premises) or "Cloud based" (such
as SaaS, PaaS, IaaS MaaS, AaaS, etc.). The industry also includes software services, such
as training,documentation, consulting and Data recovery
The word "software" was coined as a prank as early as 1953, but did not appear in print until the
1960s. Before this time, computers were programmed either by customers, or the few
commercial computer vendors of the time, such as UNIVAC and IBM. The first company
founded to provide software products and services was Computer Usage Company in 1955
The software industry expanded in the early 1960s, almost immediately after computers were
first sold in mass-produced quantities. Universities, government, and business customers created
a demand for software. Many of these programs were written in-house by full-time staff
programmers. Some were distributed freely between users of a particular machine for no charge.
Others were done on a commercial basis, and other firms such as Computer Sciences
Corporation (founded in 1959) started to grow. Other influential or typical software companies
begun in the early 1960s included Advanced Computer Techniques, Automatic Data
Processing, Applied Data Research, and Informatics General. The computer/hardware makers
started bundling operating systems, systems software and programming environments with their
machines.
When Digital

Equipment

Corporation (DEC)

brought

relatively

low-

priced microcomputer toMARKET, it brought computing within the reach of many more
companies and universities worldwide, and it spawned great innovation in terms of new,
powerful programming languages and methodologies. New software was built for
microcomputers, so other manufacturers including IBM, followed DEC's example quickly,
resulting in the IBM AS/400 amongst others.

The industry expanded greatly with the rise of the personal computer ("PC") in the mid-1970s,
which brought desktop computing to the office worker for the first time. In the following years, it
also created a growingMARKET for games, applications, and utilities. DOS, Microsoft's
first operating system product, was the dominant operating system at the time.
In the early years of the 21st century, another successful business model has arisen for hosted
software, called software-as-a-service, or SaaS; this was at least the third time this model had
been attempted. From the point of view of producers of some proprietary software, SaaS reduces
the concerns about unauthorized copying, since it can only be accessed through the Web, and by
definition no client software is loaded onto the end user's PC.
Size of the Industry
According to industry analyst Gartner, the size of the worldwide software industry in 2013 was
US$407.3 billion, an increase of 4.8% over 2012. As in past years, the largest four software
vendors were Microsoft, Oracle Corporation, IBM, and SAP respectively.
Mergers and Acquisitions
The software industry has been subject to a high degree of consolidation over the past couple of
decades. From 1988 to 2010, 41,136 mergers and acquisitionshave been announced with a total
known value of US$1,451 billion[6] ($1.45 trillion). The highest number and value of deals was
set in 2000 during the high times of the dot-com bubble with 6,757 transactions valued at $447
billion. In 2010, 1,628 deals were announced valued at $49 billion. Approaches to successfully
acquire and integrate software companies are available
Business models within the Software Industry
Business models of software companies have been widely discussed. Network effects in software
ecosystems, networks of companies, and their customers are an important element in the strategy
of software companies

1.2 About the Organisation

Wipro

Limited (Western

India

Products

Limited)

is

an

Indian multinational IT

Consulting and System Integrationservices company headquartered in Bangalore, India. As

of March 2015, the company has 158,217 employees servicing over 900 of the Fortune 1000
corporations with a presence in 67 countries. On 31 March 2015, its market
capitalization was approximately $ 35 Billion, making it one of India's largest
publiclyTRADED COMPANIES and seventh largest IT Services firm in the World
To focus on core IT Business, it demerged its non-IT businesses into a separate company
named Wipro Enterprises Limited with effect from 31 March 2013. The demerged companies
are consumer care, lighting, healthcare and infrastructure engineering which contributed
approximately 10% of the revenues of Wipro Limited in previous financial year.
In Later Part of 2014, Wipro's largest deal in its five decade of history and probably one of
the largest deals in the history of the Information Technology services industry was the 10
year $ 1.2 billion contract with ATCO, a Canadian Energy & Utilities corporation based out
of Calgary, Alberta. The Deal was spearheaded by Rishad Premji along with Canadian Team
1.2.1

Profile

Early formative years

The company was incorporated on 29 December 1945, in Mumbai by Mohamed Premji as
'Western India Vegetable Products Limited', later abbreviated to 'Wipro'. It was initially set up as
a manufacturer of vegetable and refined oils in Mumbai, Maharashtra, India under the trade
names of Kisan, Sunflower and Camel The company logo still contains a sunflower to reflect
products of the original business.
In 1966, after Mohamed Premjis death, his son Azim Premji returned home from Stanford
University and took over Wipro as its chairman at the age of 21.
During the 1970s and 1980s, the company shifted its focus to new business opportunities in the
IT and computing industry, which was at a nascent stage in India at the time. On 7 June 1977, the

name of the company changed from Western India Vegetable Products Limited, to Wipro
Products Limited.
The year 1980 marked the arrival of Wipro in the IT domain. In 1982, the name was changed
from Wipro Products Limited to Wipro Limited Meanwhile, Wipro continued to expand in the
consumer products domain with the launch of "Ralak" a tulsi-based family soap and "Wipro
Jasmine", a toilet soap.
19661997
In 1988, Wipro diversified its product line into heavy-duty industrial cylinders and mobile
hydraulic cylinders. A joint venture company with the United States' General Electric in the
name of Wipro GE Medical Systems Pvt. Ltd. was set up in 1989 for the manufacture, sales, and
service of diagnostic and imaging products Later, in 1991, tipping systems and Eaton hydraulic
products were launched. The Wipro Fluid Power division, in 1992, developed expertise to offer
standard hydraulic cylinders for construction equipment and truck tipping systems. The market
saw the launch of the "Santoor" talcum powder and "Wipro Baby Soft" range of baby toiletries in
1990
19942000
In 1995, Wipro set up an overseas design centre, Odyssey 21, for undertaking projects and
product developments in advanced technologies for overseas clients. Wipro Infotech and Wipro
Systems were amalgamated with Wipro in April that year. Five of Wipro's manufacturing and
development facilities secured the ISO 9001 certification during 199495. In 1999, Wipro
acquired Wipro Acer.[18] Wipro became a more profitable, diversified corporation with new
products such as the Wipro SuperGenius personal computers (PCs). In 1999, the product was the
one Indian PC range to obtain US-based National Software Testing Laboratory (NSTL)
certification for the Year 2000 (Y2K) compliance in hardware for all models.
Wipro Limited joined hands with a global telecom major KPN (Royal Dutch telecom) to form
a joint venture company "Wipro Net Limited" to provide internet services in India.The year 2000
was the year Wipro launched solutions for convergent networks targeted at Internet and telecom
8

solution providers in the names of Wipro OSS Smart and Wipro WAP Smart In the same year,
Wipro got listed on New York Stock Exchange. In early 2000 Wipro Vice Chairman Vivek Paul
and Azim Premji approached KPMG Consulting Vice Chairman Keyur Patel and CEO Rand
Blazer to form an mega-outsourcing joint venture between the two organizations..
2001present
In February 2002, Wipro became the first software technology and services company in India to
be certified for ISO 14001 certification. Wipro also achieved ISO 9000certification to become
the first software company to get SEI CMM Level 5 in 2002. Wipro Consumer Care and
Lighting Group entered the market of compact fluorescent lamps, with the launch of a range of
CFL, under the brand name of Wipro Smartlite. As the company grew, a study revealed that
Wipro was the fastest wealth creator for 5 years (19972002). The same year witnessed the
launch of Wipros own laptops with Intel's Centrino mobile processor. Wipro also entered into an
exclusive agreement with the owners of Chandrika for marketing of their soap in select states in
India. It set up a wholly owned subsidiary company viz. Wipro Consumer Care Limited to
manufacture consumer care and lighting products.In 2004 Wipro joined the billion dollar club. It
also partnered with Intel for i-shiksha. The year 2006 saw Wipro acquire cMango Inc., a USbased technology infrastructure Consulting firm Enabler, and a Europe-based retail solutions
provider In 2007, Wipro signed a large deal with Lockheed Martin. It also entered into a
definitive agreement to acquire Oki Techno Centre Singapore Pte Ltd (OTCS) and signed an
R&D partnership contract with Nokia Siemens Networks in Germany.The year 2008 saw
Wipros foray into the clean energy business with Wipro Eco Energy. In April 2011, Wipro
signed an agreement with Science Applications International Corporation (SAIC) for the
acquisition of their global oil and gas information technology practice of the commercial
business services business unit.The year 2012 saw Wipro make its 17th acquisition in IT business
when it acquired Australian analytics product firm Promax Applications Group (PAG) for $35
million. Wipro is the No. 1 employer of H-1B visa professionals in the United States in 2012
In 2012 Wipro Ltd. announced the demerger of its Consumer Care & Lighting (incl Furniture
business), Infrastructure Engineering (Hydraulics & Water business), and Medical Diagnostic

Product & Services business into a separate company to be named Wipro Enterprises
Ltd. Wipro's scheme of arrangement for demerger turned effective from 31 March 2013.

Wipro Ltd.
Wipro Limited is a global company provider of comprehensive IT solutions and services,
including Systems Integration, Consulting, Information Systems outsourcing, IT-enabled
services, and R&D services.
It is also a value added reseller of desktops, servers, notebooks, storage products, networking
solutions and packaged software for international brands
Wipro entered into the technology business in 1981 and has over 140,000 employees and clients
across 54 countries todayIT revenues stood at $7.1 billion for the year ended 31 March 2015,
with a repeat business ratio of over 95%.
The business model at Wipro Technologies Ltd is an industry-aligned customer-facing
model which gives greater understanding of customers businesses to build industry specific
solutions.
Wipro Consumer Care & Lighting
Wipro Consumer Care and Lighting (WCCLG), a business unit of Wipro Limited operates in the
FMCG segment offering a wide range of consumable commodities. Established in 1945, the first
product to be introduced by WCCLG was vegetable oil, later popularised under the brand name
"Sunflower Vanaspati". It offers personal care products, such as Wipro Baby Soft and Wipro
Safewash, toilet soaps like Santoor and Chandrika as well as international brands like Yardley Its
portfolio of lighting solutions includes products like Smartlite CFL, LED, emergency lights and
more.
Through its customer-centric products and acquisitions, Wipro Consumer Care and Lighting has
become a fast-growing company in the FMCG segment.
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Wipro Infrastructure Engineering

Wipro Infrastructure Engineering is the hydraulics business division of Wipro Limited and has
been in the business of manufacturing hydraulic cylinders, truck cylinders, and their components
and solutions since 1976. This division delivers hydraulic cylinders to international OEMs and
represents the Kawasaki, Sun Hydraulics and Teijin Seiki range of hydraulic products in India. It
has entered into partnerships with companies like Kawasaki and aerospace giant EADS The
commitment to quality has made Wipro Infrastructure Engineering the second largest
independent manufacturer of cylinders in the world. The company has recently ventured into
water treatment systems and solutions to cater to the needs of various industries
Wipro GE Medical Systems Limited
Wipro GE Medical Systems Limited is Wipros joint venture with GE Healthcare South Asia. It
is engaged in the research and development of advanced solutions to cater to patient and
customer needs in healthcare. This partnership, which began in 1990, today includes offerings
like gadgets and equipment for diagnostics, healthcare IT solutions and services to help
healthcare professionals combat cancer, heart disease, and other ailments. There is complete
adherence to Six Sigma quality standards in all products.
Sustainability at Wipro
Wipro's approach to sustainability is structured on enabling itself, as an
organisation, and its customers to be more ecologically sustainable. It is driven by
issues considered important to employees, India's current and future generations,
customers, investors, suppliers, and the community as a whole. Wipro has been
ranked 1st in the 2010 Asian Sustainability Rating (ASRTM) of Indian companies and
is a member of the NASDAQ Global Sustainability Index[80] as well as the Dow Jones
Sustainability Index.
In November 2012 Guide to Greener Electronics, Greenpeace ranked Wipro first with
a score of 7.1/10
Listing and shareholding

11

Listing: Wipro's equity shares are listed on Bombay Stock Exchange where it is a constituent of
the BSE SENSEX index, and the National Stock Exchange of India where it is a constituent of
the S&P CNX Nifty. The American Depositary Shares of the company are listed at
the NYSE since October 2000.
Shareholding: On 30 September 2013, 73.51% of the equity shares of the company were owned
by the promoters: Azim Premji, his family members, partnership firms in which he is a partner
and Trusts formed by him/his family. The remaining 26.49% shares are owned by others.

Shareholders (as on 30-September-2013)

Shareholding

Promoter group led by Azim Premji

73.51%

Foreign Institutional Investors (FII)

08.82%

Indian Public

05.31%

Bodies Corporate

03.89%

Mutual Funds/UTI

01.90%

NRI

01.04%

Trusts/Others

00.84%

American Depositary Shares

01.93%

Total

100.0%

12

Employees

At the end of FY 2014-15, its employee strength was 158,217. Its global workforce consists of
101 nationalities working from 58 countries, 175+ cities across 6 continentsWipro maintains
gender diversity with more than 30% of its employees being women. Its has more than 30,000
employees outside India, out of which 40% are locals. The average age of a Wipro employee is
30.3 years. During 2014-15, the company incurred 197 billion on employee benefit expenses.
Awards and recognitions

In May 2013, it was ranked 812th on the Forbes Global 2000 list
Wipro was ranked 2nd in the Newsweek 2012 Global 500 Green companies.

It was recognized by the Ethisphere Institute as one of the Worlds Most Ethical (WME)
Companies in 2013, for the second year in a row.

Wipro received the 'NASSCOM Corporate Award for Excellence in Diversity and Inclusion,
2012', in the category 'Most Effective Implementation of Practices & Technology forPersons
with Disabilities'

In 2012, it was awarded the highest rating of Stakeholder Value and Corporate Rating 1
(SVG 1) by ICRA Limited.

It received National award for excellence in Corporate Governance from the Institute of
Company Secretaries of India during the year 2004

In 2014, Wipro was ranked 52nd among India's most trusted brands according to the Brand
Trust Report, a study conducted by Trust Research Advisory

In March 2015, Wipro has been recognized as the worlds most ethical company by USbased Ethisphere Institute for the fourth consecutive year.
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Wipro named a 2015 Best Outsourcing Thought Leadership Awards (BOTL) winner by The
Outsourcing Institute

Wipro won Gold Award for Integrated Security Assurance Service (iSAS) under the
Vulnerability Assessment, Remediation and Management category of the 11th Annual 2015
Info Security PGs Global Excellence Awards.

Wipro won 7 awards, including Best Managed IT Services and Best System Integrator in the
CIO Choice Awards 2015, India

2.2. Competitive Status

Competition
Name

Last Price

Market Cap.
(Rs. cr.)

TCS
Infosys
Wipro
HCL Tech
Tech Mahindra
Oracle Fin Serv
Mindtree
MphasiS
Hexaware Tech
Cyient
Tata Elxsi
Persistent
Zensar Tech
NIIT Tech
Ramco System
Intellect Desig

2,633.80
1,132.15
589.80
828.20
563.00
4,006.75
1,462.25
410.85
252.15
569.85
1,853.65
646.00
826.00
457.60
752.45
189.75

515,889.78
260,048.59
145,674.36
116,465.74
54,179.62
33,966.89
12,258.86
8,633.83
7,602.48
6,405.41
5,771.94
5,168.00
3,672.20
2,796.32
2,244.99
1,908.01

14

Sales
Turnover
73,578.06
47,300.00
41,635.00
17,153.44
19,162.65
3,341.10
3,547.40
3,026.45
1,154.56
1,294.01
849.40
1,242.50
1,079.93
1,346.09
224.77
453.10

Net Profit

Total Assets

19,256.96
12,164.00
8,193.10
6,345.95
2,256.23
1,058.02
534.30
553.03
318.39
271.16
102.90
259.30
183.11
147.59
1.56
-71.18

45,666.71
48,068.00
40,655.20
15,809.96
12,486.50
2,990.75
2,013.50
4,174.51
1,037.39
1,580.62
283.36
1,357.35
771.86
1,044.47
537.12
521.57

Polaris Consult

1.2.3

184.00

1,844.22

1,678.21

130.72

SWOT Analysis of the Organization

2.1 Strengths & Weaknesses of the Company

2.1.1 Strengths:
1. Line diversification:
Wipro is the company engaged in providing several services together as a single
plan. It has many attractive different plans i.e. Plan A, B1, B, F, D and C; every plan
has its own unique selling proposition. These plans are rationally designed
accordingly to the needs of customers and in two years company has gained about
5,0000 customers.
2. Geographical presence:

15

593.29

Geographical presence of the company is also one of the biggest strength; it

has networking with many cities in India and networking in USA and Britain,
etc.

3 Offers many services covering almost every sector:

Wipro provides many services to its members , which includes after sales services,
accidental, life cover, vacation vouchers and other many personalized services.
2.1.2 Weaknesses:

1. To achieve customer satisfaction from this type of product line is very difficult because every
plan is different in their unique feature from the other one.
2. There is absence of marketing techniques in Wipr. Till now it has not introduced any type of
promotional strategy to enhance sale and improve customer satisfaction.
3.) Competition. Many of the large or midsize IT services companies are trying to target this
market. Digital is becoming as ubiquitous in services marketing as cloud once was. We believe
Wipro Digital needs to sharpen its value proposition. Messages around costefficient marketing
and improved customer interaction are too general, and everybody will say the same. Being a
newcomer to the market, it is even more important to say why a customer should work with you
and not with one of the many other competitors, and we think Wipro Digital needs to work more
on this. The right skills for the right people. Getting access to the right people to have the right

conversations with potential clients is another issue. Through its new hires, it will have some
access to the right CMOs, CDOs, and even CEOs. It also has the CIO contacts through
Wipro, but that is not enough, and moving from CIO contacts to business contacts is not easy.
This could be a challenge, and even though the core team has lots of enthusiasm, the few
16

people can only manage a limited number of meetings and conversations, and more and

different efforts are needed to create a broader mindshare. The wow factor.
Wipro Digital needs something to show we sometimes call it the wow factor
something to grab the attention, which looks different and encourages people to engage. This
is particularly necessary when representing an unknown brand. The cases with cost
reductions will help, but that is a wow for the CIO and the CFO but not necessarily for the
CMO. We did not feel Wipro Digital is quite there yet.

2.2.1 Opportunities:
1.) To target and design differential products and keeping plans flexible according to customer

requirements.
2.) To continuously work to retain its customers and achieve more number of customers to
enlarge its business in terms of sales and customers.
3.) The opportunity of targeting the rural markets by applying new marketing techniques or
introducing new types of plans according to the needs and investment powers of prospect
customers of rural areas.
4.) Gaining more International Standards
5.) Increase in disposable incomes
6.) Boost in tax concessions
2.2.2 Threats:
1.) Other companies are also providing facilities with their plans which are likely to be more
attractive than plans offered by Wipro
17

2.) Finding the good markets, having the right product mix through add-on benefits , effective
branding of products and services and product differentiation from competitors' offering will be a
few challenges faced by Crafts international companies.
3.) Economic crisis

1.3 About the Topic

Till recently, Indian IT companies have been accustomed to selling their

services by projecting how many skilled people they had in a practice such as
Oracle or .net. But that's changing as client organizations are looking beyond
mere technology implementation and maintenance to reap tangible business
benefits.
"The IT industry is shifting to business transformation from outsourcing,". At a
recent conference, technology researcher Gartner pointed out that some part of
IT spending, which was traditionally part of the IT department's budget under
the chief information officer, is now moving to other departments because of
digitisation. In addition, in most organizations the chief information officer is
now expected to act more as a business leader.
These shifts mean the target audience for Indian IT has changed, and marketing
has to talk the language of business rather than technology.
Iyer says Wipro's marketing is making that shift. From participating in
technology heavy events, it is moving to industry events on oil and gas and
auto, where the audience is made of those who head businesses rather than
technology.
"New marketing is about thought leadership and how IT can help business,"
says Iyer, who is trying to encourage more thought leadership papers within
Wipro by bringing them on a social platform.
Unlike multinationals such as Accenture or IBM, Indian IT is still largely shy of
spending on big budget advertising. For instance, Accenture spent an estimated
$50 million on advertising, promoting Tiger Woods as its public face in the year
before it terminated its sponsorship deal with the golfer.
18

But there are signs of change - indications that Indian IT companies are waking
up to the benefits of marketing. This year, says Iyer, Wipro is the title sponsor
of the San Francisco marathon. It is also the IT partner for the Sydney
marathon.
The other big marketing challenge for Wipro is to battle the rhetoric against
Indian IT in the United States and the United Kingdom as companies that are
taking away jobs from locals. Iyer hopes C

Objective:

To analyze the sound marketing strategy of Wipro that is essential part of

business. The marketing strategy determines the use of the company's
resources and tactics to achieve its specific marketing objectives based on
the needs and desires of its stakeholders

Literature Review

Overview:

The Wipro Consulting Services (WCS) case charts the evolution of the consulting initiative
within Wipro Technologies; the strategic choices the management made during this evolution
and the challenges facing the firm once it consolidated the various consulting initiatives to set up
Wipro Consulting Services in 2008. The case deals with several questions facing the leadership
team, such as the competencies to develop to move up the value chain in delivering consulting
services and the extent to which WCS should rely on the parent firm (Wipro) for its next phase of
growth. The case seeks to deal with the issues of new business creation and growth in large
organizations. It invites students to explore the domain of technology consulting, the delivery
model firms pursue in this industry, and the challenges a firm with corporate centre in an
emerging market faces when it seeks to establish itself as a global player. In particular, it also
19

aims to open up discussion on the advantages, disadvantages, and challenges a firm encounters
when encouraging new business initiatives while retaining tight co-ordination when this
initiative enters growth phase.
Wipro Consulting Services: Building an Effective Global Configuration in Business and IT
Consulting Industry. Available from:

Compensation A Study on Performance Appraisal System at Wipro

In this study the operative function in the human resource department are analyzed with the
contribution of employees and their opinion about the function performed by the employees and
their opinion about the function performed by the HR Department in Wipro Infrastructure
Engineering Pvt Ltd, Chennai. . The employees in the organization are directly interviewed and
related datas where collected through the questionnaire. The datas are analyzed through the
percentage analysis and chi-square method. From these inference were drawn, based on the
inference it is found that most of the respondents fells that the performance appraisal system
done by the organization is comfortable and satisfactory. From the study it is found that they are
enriching their knowledge with appraisal system and necessary findings are made and
suggestions were given. Within a short period of time the employees are aware about the various
policies are implemented by the company and also it gain goodwill in the minds of employees is
suggested that the company should introduce new methods to provide good services promptly
and efficiently at the time of employees measures. Thus the study is mainly focus on
performance of the employee among executives, and their opinion efficiently and effectively.
Wipros Project on schools

Wipro Applying Thought in Schools is a social initiative of Wipros working on building

capacities in school education reform in India. This report is an annual update of all the projects
within this initiative. However before we get into the details, here is a brief account of our vision,
objectives and the focus areas that come out of this. Our work in education is driven by the belief
that education is a key enabler of social change. We believe in a social vision of democracy
where each citizen is not only capable in an individual sense but also sees the ethic of equity, the
essentiality of diversity, the ethos of justice, and is thus driven by social sensitivity. Schools have
20

to be spaces that nurture these principles, capabilities &n values. This means a dramatically
different kind of school and a significantly revamped education system. Schools and education
systems do not change overnight. We believe that a sustained effort is required and our projects
are attempts to bring about a change of this kind.

Customer Relationship Management at Wipro Ltd

May 17, 2015

In recent times, managing customer relationships is of utmost importance for success in any
industry category. While Customer Relationship Management (CRM) is mainly seen today from
an IT perspective, there is another important side to managing customer relationships. This
relates to the use of soft skills
In this paper, the customer-focused initiatives of Wipro, a leading Indian MNC in the IT Industry
have been studied. Wipro is a USD 7.3 billion diversified company with dominant presence in
IT, consumer care products, lighting and infrastructure engineering. By March 2014, it employed
over 154,000 employees serving over 900 clients including many Fortune 500 companies, and
had 72 plus global delivery centers and 50 plus industry-specific 'Centers of Excellence' in over
54 countries. On 31st March 2014, its market capitalisation was about INR 1.27 trillion, making
it one of Indias largest publicly-traded company and the seventh largest IT services firm
globally.
The case study is based on triangulation of data consisting of personal interviews with top
executives of the Company, responses to an Executive Perception Survey on Customer
Satisfaction and Engagement, and supplementary information available in the public domain.
The case elaborates how Wipro started a number of initiatives to continuously maintain healthy
relationship with its customers at all levels international players, national players and even
local players. Right from the Chairman to members of the marketing team and even executives
from other functional domains contributed towards the maintenance of this culture of CRM at
21

Wipro. Consistent superior quality of products, processes and service; delivering the brand
promise and maintaining healthy and long-lasting customer relationship are the Mantras put forth
by this case. These practical insights and ideas are worthy of emulation by other corporations.

Wipro Consulting Services

Wipro Consulting Services as an independent consulting organization was formally formed in
2007-08 to provide a range of consulting services including Business Consulting, Process
Consulting, Technology Consulting and Quality Consulting across several industry verticals.
WCS employs approx 1200+ people across the world. The business consultancy services offered
by WCS centred on the theme of providing practical business and technology advisory that
enables sustainable global leadership for organizations Evolution of Wipro consulting services
was divided into the following three phases: The Incubation phase that began in the backdrop of
IT slowdown of 2000/01. At that time Wipro leadership saw the first signs of consulting
competencies emerging out of horizontal business units, and it consciously decided to actively
nourish and encourage this emergence. The Bubbling and Collaboration phase from 2002 to
2006. This phase saw greater collaboration between Wipros horizontal business units in
providing value-added consulting and advisory services to the universe of Wipro customers
Organizational Design phase, which began in late 2006 and culminated in early 2008 with the
formal launch of Wipro Consulting Services (WCS). In this phase Wipros leadership embarked
on the process of consolidating the emerged consulting bubbles in various business units like
Wipro Infotech.

The Key differentiator:

Culture In our way of working, we attach a great deal of importance to humility and honesty.
With respect for human values, we promise to serve our customers with integrity.
Azim Premji, Chairman, Wipro Technologies. Wipros success in attaining a distinct credibility
and image was driven by its core strength from the underlying strong value system. Wipros
22

value system rooted in humility, honesty and integrity could arguably be one of its biggest
strategic assets. These values injected a massive causal ambiguity1 in Wipros DNA. During the
evolution of WCS, the firm always exploited its strengths and capabilities in the IT services, and
packaged it with its core value system consisting of traits such as strong customer-centric
approach, humility and respect towards customers internal culture. And this made WCS an
irresistible force in the eyes of its customers. It had put in place several mechanisms such as
monthly governance pack and client feedback mechanisms to ensure a strong monitoring of the
quality in order to maintain and nurture customer relationships. Another area where its value
system gave WCS a definite edge was its ability and proven track record in managing the
internal change at client organizations. It tried to swim with the customers own value system
and facilitates a positive change or reform from within.
Though engaged as a consultant, it still put a great emphasis on getting the things done and
ensuring the engagement does result in the desired business change. It encouraged and engaged
the customers to evolve their best practices from their own services, their own people and their
own culture. It was a marked departure from the general perception about consultants who were
seen more as the people who enforce a cultural change. In Wipros view, if the change does not
come or appear to come from within, the forces of FUD (Fear, Uncertainty and Doubt)
collaborated on the human psyche to develop the resistance. Wipro seems to have learnt this art
of bringing a change through a strong value-based approach which respected the client firms
DNA rather than attempting to alter it. If best practices could bring business transformation then
every retailer would be Wal-Mart or every car maker would be Toyota argued Dr Srivastava in
support of this thesis. Through this strategy of stimulating change from within and enriching it
through a humble approach, WCS had established a solid value proposition in the space of
consulting and this strategy appears to have successfully worked for WCS.

23

CHAPTER II
Research Methodology
24

2.1 Objective of the Study

To analyze the sound marketing strategy that is essential part of

business. The marketing strategy determines the use of the
company's resources and tactics to achieve its specific marketing
objectives based on the needs and desires of its stakeholders

Identifying the target market may be the most important decision

a company makes in the strategic planning process.

Analyzing Marketing mix of Wipro

To understand the concept of Shift Spotlight from Firms

Competencies to clients Need

25

Market analysis:
Marketing can be looked at as an organizational function and a set of processes for creating,
delivering and communicating value to customers, and managing customer relationships in ways
that also benefit the organisation and its shareholders. Marketing is the science of choosing target
markets through market analysis and market segmentation, as well as understanding consumer
buying behavior and providing superior customer value.
There are five competing concepts under which organizations can choose to operate their
business; the production concept, the product concept, the selling concept, the marketing
concept, and the holistic marketing concept. The four components of holistic marketing are
relationship marketing, internal marketing, integrated marketing, and socially responsive

26

marketing. The set of engagements necessary for successful marketing management includes,
capturing marketing insights, connecting with customers, building strong brands, shaping the
market offerings, delivering and communicating value, creating long-term growth, and
developing marketing strategies and plans.

firm in the market economy survives by producing goods that persons are willing and able to
buy. Consequently, ascertaining consumer demand is vital for a firm's future viability and even
existence as a going concern. Many companies today have a customer focus (or market
orientation). This implies that the company focuses its activities and products on consumer
demands. Generally, there are three ways of doing this: the customer-driven approach, the market
change identification approach and the product innovation approach
In the consumer-driven approach, consumer wants are the drivers of all strategic marketing
decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of a
market offering, including the nature of the product itself, is driven by the needs of potential
consumers. The starting point is always the consumer. The rationale for this approach is that
there is no reason to spend R&D (research and development) funds developing products that
people will not buy. History attests to many products that were commercial failures in spite of
being technological breakthroughs.
A formal approach to this customer-focused marketing is known as SIVA (Solution,
Information, Value, Access). This system is basically the four Ps renamed and reworded to
provide a customer focus. The SIVA Model provides a demand/customer-centric alternative

27

to the well-known 4Ps supply side model (product, price, placement, promotion) of
marketing management.

Marketing, along with advertising has eluded accountability for some time now. The famous
quote from Mad Men, an ABC show about advertising shows the protagonist say that Its not
science, its trial and error. Its not that people did not want to know but they just didnt have the
facility to do so. Even famous concepts such as DAGMAR, Desired Advertising Goals for
Measured Advertising Results, have had approximations not accuracies. Technology is now
helping marketers and ad agencies measure their impact with frightening accuracy. Think of it as
a Google Adsense on steroids. Spanning over multiple channels and in essense helping marketers
perfect the marketing mix. Technology is not only pushing the art of selling forward but redening
what selling is altogether. Times have since changed.

CLIENTS

70

COMPETITORS

30

TABLE 4.1 WIPROS MARKETING FOCUS

28

Marketing strategies
17%
43%
40%

Fig 4.2
2.4 Rational / Purpose of the Study

The main purpose of the study is to analyze Wipros change in marketing strategy the
sense, a firm's marketing department is often seen as of prime importance within the

functional level of an organization.

Information from an organization's marketing department would be used to guide the

actions of other departments within the firm.

The production department of Wipro would then start to giving service, while the
marketing department would focus on the promotion, distribution, pricing, etc. of the

product.
Additionally, a firm's finance department would be consulted, with respect to securing
appropriate funding for the development, production and promotion of the product.

Method:
29

This scope of this study is propagated

30

Product

Solution

Promotion

Information

Price

Value

Place (Distribution)

Access

31

32

If any of the 4Ps were problematic or were not in the marketing factor of the business, the
business could be in trouble and so other companies may appear in the surroundings of the
company, so the consumer demand on its products will decrease. However, in recent years
service marketing has widened the domains to be considered, contributing to the 7P's of
marketing in total. The other 3P's of service marketing are: process, physical environment and
people.
Some consider there to be a fifth "P": positioning. See Positioning (marketing).

33

Some qualifications or caveats for customer focus exist. They do not invalidate or contradict the
principle of customer focus; rather, they simply add extra dimensions of awareness and caution
to it.

The extent to which customers are currently ignorant of what one might argue they should want
which is dicey because whether it can be acted upon affordably depends on whether or how
soon the customers will learn, or be convinced, otherwise. IT hardware and software capabilities
and automobile features are examples. Customers who in 1997 said that they would not place
any value on internet browsing capability on a mobile phone, or 6% better fuel efficiency in their
vehicle, might say something different today, because the value proposition of those
opportunities has changed

34

Findings:

The study showed distinctive results for the relationship between service quality
dimensions and service quality/customer satisfaction.

The study shows relationship between service quality and customer satisfaction

Meanwhile the group result showed that: responsiveness`, empathy and reliability
were significantly related to service quality; reliability` and `empathy`, were
significantly related to customer satisfaction but `responsiveness` was not significantly

related to customer satisfaction

findings imply that service quality is not the only factors that could lead to customer
satisfaction in service sectors; that service quality dimension varies in the different

service sectors.
The findings suggest that to provide quality service in order to satisfy customers,
organizations in this kind of service sectors need to improve on the dimensions of service

quality.
Also, to provide total satisfaction to customers, the service sectors need to improve on the

other factors that were given as reasons for satisfaction.

study contributes to existing theories by confirming or adding value to the relationships

that are involved in customer satisfaction, service quality and SERVQUAL dimensions
It provides results that could be useful to managers in business organisations for strategic
planning.

35

Wipro and quality

Wipros Six Sigma Skill base and consulting experience and explain how
the company intends to build its expertise and experience to bring
continuous process improvement to the organization

Wipro diversified into the Information Technology sector with Liberalization hitting India in the
1980s. This has been a fascinating transformation from a vegetable oil company into a global IT
services giant. Today, Wipro Technologies has become a global service provider delivering
36

technologydriven business solutions that meet the strategic objectives of clients. Wipro has 40+
Centers of Excellence that create solutions related to specific needs of Industries. Wipro can
boast of delivering unmatched business value to customers through a combination of process
excellence quality frameworks and service delivery innovation. A strong emphasis upon building
a professional work environment, leaders from within, and having a global outlook for business
and growth have led to innovation of people processes on a continued basis. Over the years,
Wipro has significantly strengthened its competency based people processes and demonstrated
innovative practices in talent acquisition, deployment, and development, based on strategic
needs. A leading provider of communication networks in the US required improvement in the
product performance of a telecom application using Six Sigma methodologies. Thus, with the
growing importance on aligning business operations with customer needs and driving continuous
improvement, Wipro began moving towards focusing on Quality, thereby, creating a learning
environment that led to implementation of Six Sigma.

Wipros Customer Experience includes Smart consumers aided by technology are

forcing businesses to deliver on experience and create customer centric products and

services.
In this information age, to stay relevant, businesses need to be agile, aware,
omnipresent and flexible. At the same time, they must contain costs and improve

inherent efficiencies in the system.

This requires them to re-look at the way they do business; introspect and find new
ways of doing business better. While business models evolve with the customer at the
core, there is also the need to meet the stakeholder expectations of growth and

productivity.
As they reconcile to the slow growth environment in the western markets,

organizations are looking to identify newer opportunities.

This is evident in their focus on emerging markets and efforts to differentiate in the
existing markets through innovative products and services that cater to specific
customer demands. We believe that to succeed and be more customer centric,
enterprises must embrace the benefits of technology to Differentiate at the Front and
Standardize at the core

37

Customers Main Focus

Customer satisfaction has been a subject of great interest to organizations and researchers alike.
In recent years, organizations are obliged to render more services in addition to their offers. The
quality of service has become an aspect of customer satisfaction Others used service quality
dimensions to evaluate service quality. What about the relationship between customer
satisfaction and service quality dimensions; the relationship between service quality and its
dimensions
The main purpose of this study is to examine the relationship between customer satisfaction and
service quality in service sectors with respect to the service quality dimensions.

2.5 Methodology
Research methodology is a systematic way to solve a problem. It is a science of studying how
research is to be carried out. Essentially, the procedures by which researchers go about their
work of describing, explaining and predicting phenomena are called research methodology. It is
also defined as the study of methods by which knowledge is gained. Its aim is to give the work
plan of research.

38

Marketing research involves conducting research to support marketing activities, and the
statistical interpretation of data into information. This information is then used by managers to
plan marketing activities, gauge the nature of a firm's marketing environment and attain
information from suppliers. The marketing research process spans a number of stages, including
the definition of a problem, development of a research plan, collection and interpretation of data
and disseminating information formally in the form of a report. The task of marketing research is
to provide management with relevant, accurate, reliable, valid, and current information.
Methodology used for DATA COLLECTION:
Population for the research study constitutes those entire people who experience entertainment
Target group for the study are those persons who prefer entertainment as an important part of
their life.
Sources of data collection:
Primary as well as secondary data is used to conduct the research. The data is collected in regard
to the scope and the objectives of the study.

Primary Data

Primary data is original research data in its raw form, without any analysis or processing. This
data provides a wealth of information for researchers. Depending on the nature of a study,

the primary data may be provided along with reports and analysis so readers can look at it
directly, or it may be kept confidential. Access to this data can be very valuable for people who
want to learn more about study methodology, anomalies that occurred during studies, and other
topics.
39

Secondary data:
Secondary data, is data collected by someone other than the user. Common sources of secondary
data for social science include censuses, organizational records and data collected through
qualitative methodologies or qualitative research. Primary data, by contrast, are collected by the
investigator conducting the research.

40

41

Secondary data

analysis saves time that

would

otherwise

collecting data

and, particularly in the

case

of quantitative

provides

larger

and

be

spent

data,
higher-

quality databases that would be unfeasible for any individual researcher to collect on their own.
In addition, analysts of social and economic change consider secondary data essential, since it is

42

impossible to conduct a new survey that can adequately capture past change and/or
developments.

Test Applicability of Research Methodology

Quantitative and Qualitative Methods The basic and applied researches can be quantitative or
qualitative or even both. Quantitative research is based on the measurement of quantity or
amount. Here a process is expressed or described in terms of one or more quantities. The result
of this research is essentially a number or a set of numbers. Some of the characteristics of
qualitative research/method are:

43

It is numerical, non-descriptive, applies statistics or mathematics and uses numbers. It is an

iterative process whereby evidence is evaluated.

The results are often presented in tables and graphs.
It is conclusive. It investigates the what, where and when of decision making.

Statistics is the most widely used branch of mathematics in quantitative research. It finds
applications not only in physical sciences but also in economics, social sciences and biology.
Quantitative research using statistical methods often begins with the collection of data based on a
theory or hypothesis or experiment followed by the application of descriptive or inferential
statistical methods. Qualitative research is concerned with qualitative phenomenon involving
quality. Some of the characteristics of qualitative research/method are:

It is non-numerical, descriptive, applies reasoning and uses words.

Its aim is to get the meaning, feeling and describe the situation.
Qualitative data cannot be graphed.
It is exploratory.
It investigates the why and how of decision making.

We measure and weigh things in the study of substance or structure. Can we measure or weigh
patterns? We cannot measure or weigh patterns.
But to study patterns we must map a configuration of relationships.
That is, structures involve quantities whereas patterns involve qualities.
If one wishes to investigate why certain data are random then it is a qualitative research
If the aim is to study how random the data is, what is the mean, variance and distribution
function then it becomes quantitative. Explaining how digestion of food takes place in our body
is a qualitative description. It does not involve any numbers or data and quantities.

Limitations of the Study

Time available to conduct the study was limited.

44

It is a micro level study so results of the study are also limited to the specified region only

but the study can provide a hint for conducting a macro level study.
First of all working in new field was difficult to adapt.
There was a lack of time to expose, learn and analyze the environment fully as well as to

complete the project.

Analysing Marketing Strategy was difficult
The information enclosed in this piece of work may not be 100% accurate

45

Delivering Breakthrough Effectiveness

Using Wipros solutions, marketers can enjoy the luxury of determining the best set of
advertising/ marketing campaigns across channels (of-ine and online) and media (traditional and
digital) by forecasting the impact of campaigns on consumers groups, geographies and channels.
Wipros MMO solution delivers breakthrough effectiveness and efciency of marketing spends
through
CONSULTING: Create a roadmap that fuses consumer insights with market mechanics to enable
accurate, timely and effective decisions. This includes business case development, business
viability studies, gap analysis, peer benchmarking, access to industry processes and best
practices and program and project management

INFORMATION PLATFORM
Implement a solution that integrates data, is scalable, mitigates risk and delivers improved ROI.
This includes the architecture and implementation of a data warehouse which brings in the
consumer data and provides the foundation to address local market requirements, MMO model
development, organizational change management, training, testing and execution
46

ANALYTICS DRIVEN OPTIMIZATION: Deliver analytics-based what-if models and

scenarios that simulate market and customer behavior. This enables collaborative planning across
the organization for spend, tactics, category management and assortment optimization, loyalty
management, TPO targets, timing and marketing ROI.
CREATING QUANTIFIABLE RESULTS
Wipros solutions use multi-dimensional data and information sources, insights, market models
and consumer behavior patterns. These are used to lead CG marketing organization deliver
effective and accountable marketing strategies and tactics. With ThinkVine Wipro has:

Identified $10M in wasted spends for a consumer packaged goods client that offered 3 brands
within the same category by analyzing demographic and behavioral information for each

brands consumer segment.

Helped a confectionary company quantify the incremental value of marketing tactics to

address heavy and extra ordinary seasonal demand three times a year.
5-10% increase in marketing driven revenue Identication of 3-7% of worst performing
marketing spends, leading to bottomline savings of 3-7% or Reinvestment in better
performing spend resulting in 150-300% increase in spend RO

CLIENT BACKGROUND
The client had made large investments in its marketing tools (average spending of 17-18% of
sales revenue per brand) to improve the brand image and position of the products in the market
and in the customers minds. However there was no mode of analysis to measure the contribution
of these investments towards the top line resulting in an inability to regulate the marketing
investment pie effectively. There was no framework to evaluate the efficacy of its various
marketing efforts. The client was hence looking for a vendor who could design and roll out a
47

robust marketing model/framework. The client is a leading global consumer packaged goods
manufacturer. It is headquartered in Chennai, India and has annual sales in excess of 10 billion
INR.The company is present in Personal care (hair care,skin care,home care) and Food products
categories.The bulk of the revenue is from India with a network of 300 Stockists catering to
about 2.5 million outlets nationally. It also has a footprint in South Asian countries like Sri Lanka
and Bangladesh.

Multichannel Marketing Solution for a Europe-Based Global Consumer Electronics Company

Creating a solution to navigate campaigns, product catalogs, and customer care areas, Wipro
made a closely coupled system integrating web experience management (WEM), personal
information management (PIM), digital asset management (DAM), analytics, A/B testing, and
customer relationship management (CRM). Customer engagement applications were launched on
Facebook. The project also included responsive web design, microsites, and mobile sites to
launch targeted messages, gaming, and personalized campaigns. The platform helped reduce
launch time of new localized campaigns by 30%, and the project resulted in greater audience
connection and increased time spent by customers on websites
Future Outlook:
The market clearly has an appetite for IT companies playing a role in digital marketing.
European organizations recognize that it is necessary to interact differently with clients for
competition and create more consistent and efficient engagement models and platforms for this
interaction. We believe it will be difficult for IT companies to compete directly against the digital
agencies in their core territory of creative design, but as the field is broadening to combine the
creative side of marketing with IT based processes and platforms, neither vendor type has the full
spectrum of capabilities yet. Wipro Digital is trying to bridge the gap by being a small
organization with people from both backgrounds and using its core business and partners for the
heavy lifting. It also believes it will be trusted more easily and can add more value by delivering
service design solutions to address efficiencies in the customer experience and user interactions
with brands. In our view, the ecosystem model is a necessity for all vendors (not just for Wipro
Digital) when addressing this very complex set of business processes.
48

The success will depend on whether it can pull together and integrate the right capabilities into
an interesting offering. Wipro Digital has a lot of strong points: it is small and agile, and it is
focused on the digital topic (and not just spreading itself thinly across a wide range of topics). It
is hiring people from the digital and creative agencies, which will help give the domain expertise
and design talent, as well as the ability to speak with the clients and bridge the gap between IT
and marketing. It is of course marketing itself, using all the smart new technologies. This will
help create brand awareness, and the new hires from the industry can be expected to have a lot of
useful contacts among CMOs and CEOs. It has the right starting point thinking outside in
from the end user or consumer of the information to the organization that Wipro Digital works
for (instead of taking the organization's business as a starting point). This can potentially lead to
different and more efficient solutions. It has some good cases to back its story up, which will be
crucial to win more than very small deals. We believe that it will have to start small and develop
the engagements over time, just as Wipro is used to, similar to the pharmaceutical case discussed
previously. It may therefore take time to build momentum.
Wipro think that it is a good idea to have created an independent organization with close ties to
Wipro, even in the name. This way, it can take a different and not-so-IT-dominated approach and
be agile while drawing upon broad IT capabilities and experience. In addition, it receives solid
financial backing from Wipro, which is needed to take on large and complex tasks. It will get the
benefit of Wipro's account managers, who will also market Wipro Digital, so early successes are
likely to be with existing Wipro clients. Another positive approach from Wipro Digital is it has
been interacting with a lot of potential buyers from the beginning. It has not started by
developing a product which it then takes to market, but by asking potential clients what they
want. This interaction will show it where the potential is and enable it to make adjustments to
strategy and portfolio, even if it is also necessary to develop assets such as customizable
platforms.

49

CHAPTER III
Findings and Analysis

Findings
project on Wipro was important because it is the time to obtain as much knowledge about

the field.
As a student, training can help me to implement the concepts that I learned in the classes.
It is true that without learning a concept no one can implement it, but just learning a concept

doesn't mean that you can correctly implement it.

Training also helps the student to get an exposure of the true business world and training

develops confidence in whatever we have learned.

Training helps to train the students for future challenges.
50

So students shall be sent for Training because it proves to be helpful for the student as they

learn new things and get to know the working environment of the organizations.
This is also an opportunity for the students to face the real problems which they may face in

their future.
The rapid increase in competition and the never ending launches of new products and
services describe the insurance sector of today.
Spiraling commodity costs and global sourcing opportunities combined with increasing
margin pressures from retailers and shrinking wallet share of the consumer has made

CPG companies acknowledge the imperative of having an efficient Supply Chain

perking up the efficiency of vehicles which constitute the overall spent, especially in the
present economic circumstances of cut throat competition and ever knowledgeable

customer
To face up to the challenge posed, marketing managers would need a comprehensive plan

while accounting for current environmental factors and competitor actions.

A reliable forecasting mechanism along with an orange-to-orange evaluation of
competing ideas is also imperative;with the knowledge of what is driving the business to

what extent and what Return On Investment (ROI) is each of the activity delivering.
This transformation has been because in order to attract a share of the financial market and to
increase it over time, the companies are coming out with strategies that are novel in nature.

Tailor made schemes for niche segments of the society are an attempt in this direction.
However this is not the end of road. They should strive for introducing new products and

services and at the same time updating the old ones.

The practical experience is an entirely different aspect when considered about what we learnt
in classroom. This summer training report would reveal the various learning process. I have
learned some of the key things like how to behave in the organization, How to talk with

customers, how to communicate with senior officials.

From this 50 days experience in a corporate, I got a good exposure about what really the
corporate life is about. Its waking along with targets and mind stresses every morning. The
51

person who can manage this hard art and in a beautiful design of marble is amazing
experience

CHAPTER lV
SUGGESTIONS

1. As clients demanded a better business understanding, WCS would need to step up the hiring of
more industry experts as a strategic investment. WCS needed to market itself as an expert of
certain capabilities in various market segments. This may be particularly challenging due to the
legacy issues, as WCS still leveraged the parent brand.
2. Knowledge management particularly from the transferability of skills viewpoint was another
challenge. With several market segments set to contract further, Wipro needed to strengthen its
Intellectual Capital Enhancement group, in order to arm consultants with tools and techniques
like reusability and portability. Gathering, assimilating and redistribution of knowledge to its
right audience needed special focus and attention.
3. Global delivery in consulting needed to be thought through carefully. There were potential
advantages in terms of extending knowledge base by sourcing best talent at much lower cost;
however, it would require a dramatic shift from preferred model of hiring staff from within with
longer tenure.

52

4. The strategy of relying too much on the parent organization for its brand positioning comes
with a limitation of getting stereotyped. It might be challenging to change clients perception
about WCS as just another incremental extension of their technology capability. With the clearly
visible trend towards multisourcing, WCS may find itself in a position whereby it has to compete
as well as collaborate in an outsourcing ecosystem.

Conclusion
Wipro understands the challenge and offers its clients a comprehensive MMO solution driven by
a team of 400+ domain experts and consultants. Each member of the team has functional
software knowledge, a background in analytics, and a deep understanding of the CG industry.
Our MMO offerings are powered by ThinkVine, a web-based, analytics-driven and scenariobased solution that fuses marketing data and market mechanics to provide insights for informed
decisions. Instead of forcing marketers to rely on historical data and traditional regression-based
approaches, ThinkVine models are able to simulate actual customer behavior and lay the
foundation for an agile, ongoing and on-demand planning process. This enables businesses to
forecast the effects of a campaign, design changes, improve sales and optimize ROI across
products, tactics, channels and consumer segments.
Consumer Preferences Consumer preferences is used primarily to mean to select an option that
has the greatest anticipated value among a number of options by the consumer in order to satisfy
his/her needs or desires. Preferences indicate choices among neutral or more valued options
available. The preference of the consumer is the result of their behaviour they show during
searching, purchasing and disposing the products. Consumer Satisfaction Every human being is
a consumer of different produces. If there is no consumer, there is no business. Therefore,
consumer satisfaction is very important to every business person. The consumer satisfaction after
purchase depends on the product performance in relation to his/her expectations.

53

54

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Kotler Philips, Marketing Management Analysis, Planning Implementations & Control

Edition, 1998. Prentice Hall of India Ltd. New Delhi.
Wipro Magazine; Technology Change 2014; Delhi
RD Sharma Marketing Management; Strategies Page 402; Arya Publications

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"Wipro: From a vegetable oil maker to an IT major". NDTV Profit. Retrieved 15

November 2013.
Annual Report 2014-15". Wipro Limited. Retrieved 21 April2015
"Wipro Ltd. - Company Information". The New York Times. Retrieved 17 November 2013.
"Top 100 Companies by Market Capitalization BSE".
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November 2013.
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November 2013.
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55