Product marketing management of Wipro s telecom IPs

Abstract

Wipro technologies has standards based components offerings for the telecommunication equipment vendors. The objective of the project is to design a marketing plan and identify key processes for successful implementation of the plan. The focus of the project is to appreciate the factors influencing the components industry and define a the marketing strategy suited for the components program to achieve it's financial goals. The report is organized on the lines of Anderson and Narus' book [1] on "Business Marketing Management. The next three sections respectively details:1) Understanding value in Telecom switch software market2) Creating value: through Managing market offerings3) Delivering value through flexible market offerings. This section covers the processes required for gaining customers, tracking product development and marketing activities. In the section on understanding market, the industry and the players are viewed from multiple perspectives to gain a comprehensive picture of the market dynamics. The analysis covers:1) Market Segmentation for identifying common characteristics and needs among Telecom OEMs2) Value chain analysis for understanding offerings of each player and how the companies contribute in making of the final product.3) Value net analysis for identifying complementors and competitors.4) Product comparison against key offerings attribute identified with the customers for understanding the customer needs and how the various components vendors stack up in terms of meeting the customer needs. In the section on Managing market offerings, the areas of improvements for Wipro's component marketing have been taken as the starting point to formulate a marketing plan. In the section on business processes for Marketing and Sales, the execution aspects of marketing are discussed. Recommendations are made on how the marketing of the Wipro's telecom IPs have to be run.