Cognizant Competitors Advertising Analysis

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Cognizant Competitors Advertising Analysis, Company 1

Tata Consultancy Services (TCS) advertising has evolved from recruitment ads to brand awareness, social media campaigns and sponsorships.


  • Tata Consultancy Services only ran recruitment ads and advertisements for products they were selling.

2000 – 2010

  • Tata Consultancy Services advertisements were aimed at brand building. Some advertisements featured chess players.

2004 — IPO
  • During the first IPO, the company came up with the "TCS — Truly Global" idea to show four key facets; pioneering spirit, their global delivery model, their strength in IT and financial services, and research. The ad ran in Indian newspapers and International papers like The Hindu and The Economist.

2005 — TAGLINE
  • The company came up with a new branding message and a new tagline "Experience Certainty". For a year their marketing team went to all their major branches in the US, UK, Latin America, and the Middle East to make the tagline popular. They also developed an audio-visual with a jingle.

2010 – 2019

  • The company's focus is on transforming its brand in key markets through sponsorships and major integrated campaigns.

  • Tata Consultancy Services became the title sponsor of the TCS Amsterdam Marathon.
  • This has won the company multiple brand awards and social media coverage.

  • Tata Consultancy Services started sponsoring the TCS New York City Marathon The event takes place in November every year.

  • The company started the campaign that would put runners at the center stage using social media inspirational stories that would be shared and form a kernel for PR and media. The campaign benefited both the marathon and Tata Consultancy Services.

    • The company launched the twitter campaign "#DigitalEmpowers" to show the good that comes from technology.

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    Cognizant Competitors Advertising Analysis, Company 2

    Cognizant's competitor, Wipro, has changed its advertising focus since 1999, going from focusing on products and ingredients, to informing customers of the changes the companies are making in terms of expansions into markets and segments, to educating them on how to enhance their business models using Wipro's products and how to improve the quality of data used in their companies.


    EARLY 2000S
    • In the early 2000s, Wipro Technologies used acquisitions as an advertising tactic to effect growth by advertising through joint selling initiatives with companies like Spectramind, acquired in early 2000s.
    • To pull more customers to the organization, the company on a more customer-centric approach by creating, advertising and executing comprehensive training programs to improve the skills and abilities that customers' needed for their businesses.
    • Advertising tactics involved proactive response to customers to keep them satisfied, speed, flexibility, and reasonable prices to attract customers.
    • Wipro developed a program called customer leadership interface programs (CLIP) to train its leaders to be more proactive with their customers.
    • Using digitization to attract more customers, it also obtained a BS 7799.2 certification across all its centers in India, which served as boosted the company's credibility with its customers. (Source 1)
    2007 – 2012
    • To maintain a competitive edge, Wipro continued to make partnerships with industry leaders (Fortune 1000 companies) and became listed on the New York Stock Exchange (NYSE).
    • Partnerships were made with companies like Cisco, EMC, Microsoft, SAP, and ORACLE.
    • The company increased its presence in India and the Middle East by introducing new service lines that were customized to the two markets.
    • The company treated clients as partners which lead to a successful delivery of business solutions and increased value for customers.
    • As part of their advertising tactics, Wipro revised their delivery model to include optimal locations to attract customers with specific business needs which were also chosen based on the company's value hierarchy.
    • In order to keep up with the virtual corporation in the 21st Century, Wipro ensured that its advertising strategies included client engagement, globalization, an ecosystem of alliance, technology and innovation, and showcased its leadership in product engineering services.
    • In 2012, Wipro made more customer-related changes to its business model in order to branch out from the technology market and tap into other segments such as oil and gas and the automotive markets.
    • The advertising tactics included attracting businesses rather than tech companies.
    • In 2012, Wipro also began utilizing television ads that focuses on the company's skin care products.
    2013 – 2019
    • To build a wider customer base and tap into digital services, Wipro acquired Designit in 2015 and Cooper in 2017 to provide agency as well as design services through an arm of the company known as Wipro Digital.
    • This tactic lead to an increase in revenue share, going from a 17.5% share of the total company revenue to 23.5%.
    • The company also exercised a different advertising strategy, client-mining. In this scenario, the company targeted existing customers to advertise the new agency services.
    • In 2013, Wipro demerged its non-IT business and opted to work independently, which also facilitated the introduction of services to specific groups of customers.
    • The company expanded its services into areas such as "automotive, aerospace, energy, consumer goods, retail, media, analytics, professional services, product engineering".
    • It has a strong presence in both the rural and the urban areas of India.
    • Having received several awards for excellence and ethics, the company gained more brand visibility. In fact, recognizing the importance of social responsibility, it created Project Wipro Care.
    • In 2018, the company also began using Twitter ads that consisted of information pertaining to the services offered, the development team, and the devices used to carry out the service.
    • They also used television ads about skin care products which emphasized the ingredients used to care for one's skin.
    • In 2014, the company expanded into India's Healthcare market, which shifted the focus of the advertisements.
    • In 2015, Wipro mainly advertised about its entry into the oil and gas segment. In fact, they used the same strategy to announce their global expansion in 2016.
    • In 2017, the company focused on data privacy, introducing and advertising products that would help with that.
    • In 2019, Wipro shifted they focus to emphasize the importance of data quality.

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    Cognizant Competitors Advertising Analysis, Company 3

    Accenture's tactics, strategies, and messaging began in the early 2000s with the concept of high performance symbolized by Tiger Woods. After briefly focusing on mobility and corporate responsibility, it jumped on the digital disruption bandwagon. In recent years, disruption has been linked to strategy, competitiveness, value, and innovation.


    • We found our first reference to Accenture advertising in 2003 when they selected Tiger Woods to launch their High-Performance Business Strategy campaign. Marketing to the CxO suites (C-level) of large companies until 2009, they continued to use Tiger Woods to symbolize the concepts of utilizing Accenture to obtain high performance out of existing assets.
    • In 2009, Tiger Woods became embroiled in a sex controversy, and Accenture became the first of his sponsors to drop him.
    • Analysts in the advertising profession published articles about Accenture’s next steps and what they should do to recover. They hastened to replace their ad campaign with a series of ads that depicted animals doing unusual things. The most widely observed advertisement was an elephant surfing with text next to it declaring "Who says you can't be big and nimble."







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    Cognizant Competitors Advertising Analysis, Company 4

    Infosys's marketing strategy has changed as their product offerings have transformed. In the early days, when the company was merely providing IT services to a few large corporations, Infosys did not need to administer significant advertising, which it refrained from doing. As its products have become more diversified, so has its advertising and promotions. The company has added specialists to its sales teams. It has also attempted to become more creative in its advertising by including video commercials targeting consumers directly.






    From Part 03
    • "How do we address our brand so that so much is not invested in one individual? You can be sure that all their chips won't be on one number. This may be a good time for them to say more about their company--to define their services rather than go with a stratospheric icon that may get a lot of attention but doesn't tell anyone a lot about what they do."
    From Part 04
    • "The brand is rarely seen in the mass media, makes do with minimal advertising budgets, operates in a sector that runs the risk of turning into a commodity and is still worth almost Rs 37,000 crore [$5,396,820,000]."
    • "No big bucks spent below the line, no media blitzkrieg — the whole effort is to work on the conscience of stakeholders like customers, partners, shareholders, employees and the society."
    • "Infosys is the most trusted and popular brands in India and has an impressive marketing campaign for services and products which are advertised in electronic and print media. The company also has a website that offers relevant details and information to interested parties. Infosys is included in top twenty green-companies. In the year 1996, it started Infosys Foundation for supporting underprivileged people in areas relating to rural development, culture, education and healthcare. One of its entities Academic Entente explores opportunities between academia and Infosys via student trips, case studies and speaking engagements. For research and innovation, the company has Infosys Labs that collaborates with international and domestic universities."
    • "An annual award titled Infosys Prize is awarded to social scientists, engineers, researchers and scientists from India and it includes 65 lakh rupees, a citation certificate and a gold medallion. It is one of the most admired global companies because of its employee friendly policies. Infosys was the recipient of National Award for Excellence in Corporate Governance in the year 2000 and in the year 2001 was awarded Best Employer of India. In the year 2002, it was awarded India’s Most Respected Company."
    • "Executives from Infosys Ltd’s consulting practice will now work jointly with sales and delivery heads to garner more business by offering a wider array of services to its top clients."
    • "This effort is the latest initiative being rolled out by Infosys under chief executive Salil Parekh, who since taking over in January last year has focused on bringing stability at India’s second largest information technology (IT) services firm."
    • "One reason behind this push by Infosys to make consulting more integral to its business is also driven by the change in the way companies globally, from big banks to healthcare firms, are looking to do business with their IT vendors."
    • "As IT majors face a decline in their legacy business, they are realigning their sales strategies to push up revenues from newer technologies. Infosys has roped in a global consultancy firm, McKinsey, to sharpen its sales strategy for winning large deals."