The creative account of Sun Microsystems has moved to Lowe, while Starcom is still in-charge of the media duties. The creative mandate was being handled by Enterprise Nexus for a brief period, after that most of the work was handled independently or by specialists in the field in below-the-ine and direct marketing.
Sun Microsystems had a significant presence in India since 1987 through a distributor arrangement. It had established a direct presence for the first time in 1995 as a liaison office. This office was finally converted into a wholly-owned subsidiary on July 1, 1998. Rated as number one by many in UNIX systems revenue and unit market share (IDC), Sun Microsystems has been growing at twice the industry average for the last three years. Spread over 100 locations across India, Sun India and its partners are a 400-strong team that supports an installed base of more than 45,000 systems.
Sun has never been heavy on mainstream media within India, though this region is considered a significant base. Its communication mainly consists of global ads, which are adapted and released by Starcom in Indian market, in addition to a lot of direct marketing and below-the-line. Previously, Starcom had undertaken a pilot project in which they painted the exterior of a whole aircraft for Sun Microsystems and took the brand to top of the mind recall for opinion leaders.
Sun has adopted a business model of working in partnership with key India partners to deliver all products and services such as hardware platforms, services, certification training, etc. The company works with leading partners such as Wipro, Tata Infotech, CMC, Tech Pacific, Accell ICIM, HCL Infosystems, CDAC to deliver hardware products and services. Sun has a very strong relationship model with worldwide organisations like Oracle, SAP, PriceWaterHouse, KPMG and more to deliver the best of breed solutions and services to its customers.
Our typical marketing budget is usually 10 per cent of the topline spend
There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...
The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.
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