Wipro: Building a Global B-2-B Brand

Published 30 Jun 2009
Reference 5615
Topic Marketing
Region Asia
Summary

Wipro had set a goal to be among the 'Big 5' global IT players within the next five years. However, despite its tremendous business successes in the recent past, a Brand Perception Survey conducted in 2006 among prospective clients showed that awareness of Wipro was much lower than for its main Indian rival. On the other hand, between 2005-2006 its 'favourability' scores had increased dramatically, that is, those who knew about Wipro now had a far more favourable impression about the company. Thus the key challenge facing Wipro was to develop a distinct positioning to help increase awareness levels in target geographies and audiences.

Teaching objectives

The case provides an opportunity to discuss brand positioning and do so in a B2B services context. It allows for a discussion of marketing communications in the B2B context and highlights the importance of careful analysis in deciding which touch points to activate. Most importantly, it highlights the importance of brand positioning in guiding marketing communication decisions.

Keywords
  • Branding
  • Marketing Communications
  • Emerging Markets
  • Services Marketing
  • B2B Branding
  • Brand positioning
  • RD0509
  • AR0509
  • AR0809