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Wipro plans to leverage branding, aims at Top 10 slot

15-May-2002
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Wipro plans to leverage branding, aims at Top 10 slot

Wipro Ltd has chalked out a strategy to propel itself into the top 10 software firms in the world in a couple of years. To achieve the goal, Wipro plans to hire multi-skilled people, tie-up with major media houses for co-branding events and creating partnerships with major management institutes.

According to company sources, Wipro will use a variety of tools to carry the brand message. The tools used will be focused communications in industry specific journals, getting the law of publicity right and leveraging the internet as an important brand building tool.

According to Wipro, its biggest brand ambassadors are their customers as 85 per cent of their business is from existing customers. Sources added that Wipro participates in several `speaker opportunities’ at customers’ events which enables it to put forth its view points.

Wipro regularly participate in breakfast seminars, fireside chats and present white papers on several issues. According to industry analysts, Wipro’s white papers are the most sought after documents by customers, universities and other technology companies.

Wipro is also planning to have co-branded events with Java Developers’ Forum, and international magazines like The Economist and BusinessWeek. Citing a McKinsey report, company source said that brands simplify everyday choices and reduce the risk of complicated buying decisions. On its part, Wipro has embarked on an extensive branding exercise for all its offerings in enterprise, technology and service provider market space.

According to company sources, the importance of tangible benefits of services becomes even more critical since high-tech purchases will increasingly involve business managers or strategic decision makers who are far more interested in addressing business problems than how the technology is implemented.

Source: Financial Express

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