Krishnan

Chatterjee

Principles of Branding

Context

Identity

Positioning

Proposition

Content / Creative Campaign

2

HCL Technologies An Introduction

Identity
HCL Technologies Our
Identity

HCL Technologies Our identity

PICTURE OF
SENDER
Physique

Personality

Passionate
Contemporary
Pride in endeavor
Modern and Global Indian

The Essence

Relationship

Culture
Risk taking

Win-win
partnership

The Extraordinary Individual

Reflection

Self Image

Firms that use IT for

competitive advantage

Leaders in their chosen market

PICTURE OF
7
RECIPIENT

INTERNALISATIO
N

EXTERNALIZATIO
N

Colorful
Boutique

Employees First, Customers Second A 5 year journey

Manifestations

Tools

Artifacts

Positioning
Target
audience

Doesnt get more targeted than this

1
1

1
2

Positioning
Frame of
Reference

Frame Of Reference The Global MNCs

HCL Competition in Deals

Deals signed by HCL over the
last 2 years

Positioning
Point of Difference

Gartner
Dataquest
Publication Date: 19 January 2011

ID Number: G022099906

HCL Positions It self as CIOs 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 COIs 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 HCLs 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 HCLs much-discussed
employee first/customer second principle and whether it has brought a healthy
account relationship with Its customers.
Look beyond HCLs 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.

16

Propositions

The Reincarnate CIO Proposition

UNDERSTANDING THE
REINCARNATE CIO
Who is a Reincarnate
CIO?
Setting the
Reincarnate CIO
aspiration
The Reincarnate CIO
roadmap
18

HCL BUSINESS MODEL: RTB TO CTB STRATEGY

Case in Point: A Fortune 100 Pharma Client
HCLT starts relationship (RTB) Back Office IT
Operations 05
25 % Unlock using MASCoT Framework over 3 yrs.

Entry
Through
RTB

Win CTB

64% CSAT increase: 42.5 (06 )-> 69.5 (11)

Deploys Pharma R&D industry experts to impact IT

Entry
Through
Next
RTB

Unlock
Capital

CTB - Customer awards HCL blueprint, design

and rollout of multi year R&D Transformation program.
HCL delivers key milestone in record time/budget.
Cycle time Reduction in time to market of Novel Drug
Therapies that help cure Cancer & Diabetes, others.
HCLT Starts Biz. Services RTB for Analytics/F&A.

HCL Service Mix: 05-12

10%

Develop
competencies
in client
CTB areas

7%

Win Trust/
C-SAT

33%
90%
60%

IT RTB

RTB: Run the Business/IT CTB: Change the Business/IT

IT CTB

Business Services/KPO RTB

Campaign

Campaign

Creative Execution

Media Execution

Copy Strategy

Rules of Advertising

The Trick? Measure, Measure, Measure

From 2005

22

To 2012

23

Copy and Creative Strategy

24

Across Owned Media..

HCL
Website

HCL
Intranet

25

And Social Media

26

KEY
REACH
METRIC
S
FOLLOWERS

82093

21639

29314

18357

58987

15179

236021

50425

206422

11963

141452

13568

310828

24491

51217

34464

149306

155454

2453405

66324

360670

50383

257573

148679

1967

255

1298

330

2103

1137

FANS

CHANNEL VIEWS

UPLOAD VIEWS

SUBSCRIBERS

* values as on Oct 19, 2012

28

Lets
Discuss !