Infosys

Line of Business

Bottom Line

Target Audiences

• Fortune 2000 companies in North America

Market Challenges

• Although large, Infosys was largely unknown outside of India in the early '90s
• North American prospective clients were suspicious of communications, delayed remediation of errors in software, and related problems when much work would be done on their systems from the other side of the worlds

Strategic Approach

• Pair InfoSys with US companies already possessing awareness and credibility among prospective customers through business partnerships
• Use aggressive, multi-venue communications campaign to introduce InfoSys as a business partner of high-profile, respected American companies
• Quickly demonstrate InfoSys' proven performance and abilities through publicized customer success stories
• Directly reach targeted decision-makers within prospective customer companies through personal meetings and industry events hosted by independent third-parties, such as at trade shows and conferencestrategies

Marketing Services

• Introduced client to potential joint venture and marketing alliance partners with US operations and possessing awareness and credibility among the target audiences
• Created direct mail program to build awareness and address prospective clients concerns
• Selected telemarketing program to reach targeted market segments with the same kind of information
• Created series of case histories of successful engagements used by the sales force services

Outcomes

• A joint venture and several marketing alliances were created, leading to dramatic growth in North American revenues
• Infosys developed its own references and contacts and was able to disband the market-penetrating alliances and joint venture