TCS

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Down now, but TCS has immense potential to bounce back among the crème in the 4Ps B&M rankings soon

An important player in the booming IT sector, Tata Consultancy Services (TCS) boasts of possessing more than 70,000 associates worldwide. Courtesy its fledging state-ofthe- art consulting services and enviable Global Network Delivery Model, TCS recorded revenue earnings of a staggering $4.3 billion for FY07. Agnello Dias, National Creative Director, J. Walter Thompson’s attributes TCS’s success to the company managing to outlast prevailing market trends and ride over them. “They were steadfast with their vision irrespective of the circumstance,” he says. Looking to strengthen its position in the global market, TCS launched “Experience Certainty” during the last quarter, which made it the first Indian corporate to come out with a global branding and marketing campaign. The campaign seeks to promote brand assurance among clients and is a part of the company’s vision to be counted among the top 10 players in the industry by 2010. The campaign backs the brand proposition by claiming that 96.63% of TCS deliverables are achieved on time. However, the Indian consumer does not seem unduly excited. TCS slipped from Rank 29 last year to Rank 51. This could be a spillover from the controversies in Singur and Nandigram that the Tata Group is embroiled in. Even then, 2006 has been quite rewarding for TCS, as business revenues have continued to zoom up.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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NOKIA

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What an eye-popping slip... from rank 3 last year to rank 19 now!

So why has Nokia shown such a sad performance as compared to last year? After all, the Finnish giant has always been a strong brand in Indian mobile market? Sure, volume-wise, India’s consumption of Nokia has been increasing, but the brand appeal has taken a beating with a steady stream of people queued outside Nokia Care Centres lately (growing list of complaints against N-series).

Also Nokia’s continued emphasis on high-end phones has decreased its appeal, as many of the newest users are people with limited budgets. Yet analysts do emphasise on the brand’s massive recall value even today. “Think mobile, think Nokia. It has mobiles for everyone, be it a sober (person) to the ultimate music geek,” thumps Akshun Gulati, Analyst, IndusView Advisors. And indeed it has recently announced quite a few new different models, but value-wise, the market has opened up to other brands like Sony Ericsson, Motorola, even Samsung. This is reflected in the ranking as it slips from Rank 3 to Rank 19 on the 4Ps B&M Most Valued Brands list – a massive loss by 16 points. Nokia, though has never ceased to put tremendous efforts into its brand image. “Nokia Priority dealers everywhere, helps in the branding,” adds Gulati. But clearly, Nokia needs to edge out the negative.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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