Upload
deepanshu-gangwal
View
81
Download
6
Embed Size (px)
Citation preview
Submitted in partial fulfillment of the requirement
For the award of the degree of
Bachelor of Business Administration
COMPANY: Pitney Bowes Software
UNDER THE GUIDANCE OF: Ms. KANIKA KHLINANI
STUDENT NAME: DEEPANSHU GANGWAL
BATCH & SECTION: Fall Winter/2010-13
STUDENT ID: J1013FWICHE-B10008 (#-5030)
INTERNSHIP START DATE: 25TH JULY 2012
INTERNSHIP FINISH DATE: 19TH SEPTEMBER 2012
STUDENT PHONE NO.: +919602971111
EMAIL ID: [email protected]
Indian Institute of Planning and Management (IIPM),
Jaipur
A Summer Internship Report on
Business Marketing
At
Pitney Bowes Software
Under the guidance of: Submitted By:
Ms. Kanika Khilnani Deepanshu Gangwal
(Marketing Specialist) IIPM, Jaipur
2
ACKNOWLEDGEMENTS :
Pitney Bowes Software
5th Floor, Tower - B,
Logix Cyber Park C 28-29
Noida Sector 62,
Uttar pradesh, 201307
India
TO, Ms.Kanika Khilnani (Marketing Specialist),
I would like to thank you for giving me the opportunity to serve as marketing intern at
Pitney Bowes Software Company. I have gained valuable insight in to the Marketing department over the
past 8 weeks.
Because you gave me the opportunity to work on a variety of projects, I had the chance to observe
numerous aspects of company marketing. You and other staff were extremely helpful, and offered me
terrific career advice.
This internship has definitely increased my interest in pursuing a career in marketing. I would love to stay
in touch, and perhaps speak to you regarding steps I should take in the future to pursue a career in
marketing.
Once again, thank you and other staff for making my stint with Pitney Bowes a memorable experience, And for a terrific 8 weeks.
Sincerely,
Deepanshu Gangwal
IIPM, Jaipur3
Mobile No: +91 9602971111
LEARNING OBJECTIVES:
My learning objectives have been accomplished beyond my imagination. I have learned and absorbed a lot
of information and it has given me the confidence I need to graduate next year and start my career.
My internship has been a well-rounded experience. I have expanded my knowledge base outside my initial
job description and into other departments.
I have become familiar with how a company successfully manages their key accounts and the importance
those accounts bring to a company’s profits.
While creating my learning objectives, I had no idea the extent to which they would be fulfilled. I am very
thankful to have interned with Pitney Bowes Software Company.
4
EXECUTIVE SUMMARY:
Pitney Bowes has been a market leader in the field of postal and documentation products and services.
Keeping the e-revolution and digitization in mind, the company took the strategic decision of entering the
software market, selling products and services which would complement their existing line of business.
The result of such a strategy was investment of over $2.5 billion in numerous acquisitions to starting year
2000. Currently the Pitney Bowes Software operates in Customer Communication Management (CCM),
Customer Data and Location Intelligence (CDLI) and Customer Analytics Intelligence (CAI) lines of
business.
Pitney Bowes Software’s India operation is doing well in the CCM and CDLI line of business as the
market is mature. In the CAI domain, the company needs to enter, grasp a foothold and constantly strive
towards becoming a market leader. Building and strengthening their channel partner is the need of the
hour to ensure Pitney Bowes Software continue to be the market leader in the entire LOB it operates.
5
PREFACE:
This report presents the concept of Business Marketing and the process and procedures followed at Pitney
Bowed Software. The objective was to understand the general business marketing practices followed
worldwide and how Pitney Bowes models its own marketing campaigns around these general practices for
its India Operations. In so doing, it not only customizes the marketing campaigns keeping local markets in
mind, it also shifts its target from horizontal business segments to vertical segments.
NOIDA DEEPANSHU GANGWAL
25TH September 2012
6
Table of Contents
Acknowledgements............................................................................................................3
Learning objectives............................................................................................................4
Executive Summary……………………………………………………………………...5
Preface................................................................................................................................6
Chapter 1 Business Marketing........................................................................................9-15
Introduction........................................................................................................................ 9
Evolution of Marketing...................................................................................................... 10
Earlier Approaches..............................................................................................................10
Contemporary Approaches.................................................................................................11
Customer Orientation..........................................................................................................12
Business Marketing............................................................................................................ 13
Business Marketing vs. Consumer Marketing.....................................................................13
Business to business (B2B) Marketing Strategies...............................................................13
Chapter 2 Pitney Bowes Inc............................................................................................16-21
Company History...............................................................................................................16
Inorganic Growth...............................................................................................................17
Significant Acquisitions.....................................................................................................17
Pitney Bowes Software..................................................................................................... 18
Classification of Business................................................................................................. 19
Chapter 3 Business Marketing at Pitney Bowes Software......................................... 22-27
Typical B2B Marketing Communication......................................................................... 22
B2B Marketing at Pitney Bowes Software....................................................................... 24
7
Chapter 4 Findings & Recommendations.....................................................................28-32
Company’s Growth............................................................................................................28
Marketing Strategy.............................................................................................................29-30
MSM Engineering India………………………………………………………………….31-32
Annexure………………………………………………………………………………..33-34
AA: Print Advertisement Examples..................................................................................33-35
AB: News paper cuttings…………………………………………………………………36
AC: Press Release Example..............................................................................................37-39
Bibliography......................................................................................................................40-41
8
CHAPTER 1
BUSINESS MARKETING
INTRODUCTION:
Marketing is "the activity, set of institutions, and processes for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients, partners, and society at large.”
The term developed from an original meaning which referred literally to going to a market to buy or sell
goods or services. Seen from a systems point of view, sales process engineering marketing is "a set of
processes that are interconnected and interdependent with other functions, whose methods can be
improved using a variety of relatively new approaches."
For business to consumer (B2C) marketing it is "the process by which companies create value for
customers and build strong customer relationships, in order to capture value from customers in return".
For business to business (B2B) marketing it is creating value, solutions, and relationships either short term
or long term with a company or brand. It generates the strategy that underlies sales techniques, business
communication, and business developments. It is an integrated process through which companies build
strong customer relationships and create value for their customers and for themselves.
Marketing practice tended to be seen as a creative industry in the past, which included advertising,
distribution and selling, Merchandise support. However, because the academic study of marketing makes
extensive use of social sciences, psychology, sociology, mathematics, economics, anthropology and
neuroscience, the profession is now widely recognized as a science. The overall process starts with
marketing research and goes through market segmentation, business planning and execution, ending with
9
pre- and post-sales promotional activities. It is also related to many of the creative arts. The marketing
literature is also adept at re-inventing itself and its vocabulary according to the times and the culture.
Evolution of Marketing:
An orientation, in the marketing context, related to a perception or attitude a firm holds towards its
product or service, essentially concerning consumers and end-users. Throughout history, marketing has
changed considerably in conjunction with consumer tastes.
Earlier Approaches
The marketing orientation evolved from earlier orientations, namely, the production orientation, the
product orientation and the selling orientation.5
1. Production Orientation: This was in-effect until the 1950s, where the focus was on the
Production Methods. A firm focusing on a production orientation specializes in producing as much as
possible of a given product or service. Thus, this signifies a firm exploiting economies of scale until the
minimum efficient scale is reached.
2. Product Orientation: This was in-effect until the 1960s where the focus was on the quality of
product. A firm employing a product orientation is chiefly concerned with the quality of its own product.
A firm would also assume that as long as its product was of a high standard, people would buy and
consume the product.
3. Selling Orientation: This was in-effect in the 1950s and 1960s where the focus was on the selling
methods. A firm using a sales orientation focuses primarily on the selling/promotion of a particular
product, and not determining new consumer desires as such. Consequently, this entails simply selling an
already existing product, and using promotion techniques to attain the highest sales possible.
4. Marketing Orientation : This came into effect in the 1970s and is still applicable. The focus was
on the customers’ need and wants.
The 'marketing orientation' is perhaps the most common orientation used in contemporary marketing. It
involves a firm essentially basing its marketing plans around the marketing concept, and thus supplying
products to suit new consumer tastes. As an example, a firm would employ market research to gauge
consumer desires, use R&D to develop a product attuned to the revealed information, and then utilize
promotion techniques to ensure persons know the product exists.
Contemporary Approaches:
10
Recent approaches in marketing include relationship marketing with focus on the customer, business
marketing or industrial marketing with focus on an organization or institution and social marketing with
focus on benefits to society.
1. Relationship Marketing / Relationship Management: This came into practice in the 1960s
and is continued till today. The Emphasis is placed on the whole relationship between suppliers and
customers. The aim is to provide the best possible customer service and build customer loyalty.
2. Business Marketing / Industrial Marketing: This started in 1980s and is still followed. The
marketing takes place between businesses or organizations. The product focus lies on industrial goods or
capital goods rather than consumer products or end products. Different forms of marketing activities, such
as promotion, advertising and communication to the customer are used.
3. Social Marketing: A relatively new concept, started in 1990s, which is similar to marketing
orientation but with the added proviso that there will be a curtailment of any harmful activities to society,
in product, production, or selling methods.
4. Branding: In practice since 1980s, Branding focuses on Brand Value. "Branding" is the main
company philosophy and marketing is considered an instrument of branding philosophy.
Customer Orientation:
A firm in the market economy survives by producing goods that persons are willing and able to buy.
Consequently, ascertaining consumer demand is vital for a firm's future viability and even existence as a
going concern. Many companies today have a customer focus (or market orientation) where they focus its
activities and products on consumer demands.
A formal approach to this customer-focused marketing is known as SIVA (Solution, Information, Value,
and Access). This system is basically the four Ps renamed and reworded to provide a customer focus. The
SIVA Model provides a demand/customer-centric alternative to the well-known 4Ps supply side model
(product, price, placement, promotion) of marketing management.
Product → Solution
Promotion → Information
11
Price → Value
Place → Access
If any of the 4Ps were problematic or were not in the marketing factor of the business, the business could
be in trouble and so other companies may appear in the surroundings of the company, so the consumer
demand on its products will decrease. However, in recent years service marketing has widened the
domains to be considered, contributing to the 7P's of marketing in total. The other 3P's of service
marketing are: process, physical environment and people.
Business Marketing:
Business Marketing is the practice of individuals, or organizations, including commercial businesses,
governments and institutions facilitating the sale of their products or services to other companies or
organizations that in turn resell them, use them as components in products or services they offer, or use
them to support their operations.
Business marketing vs. Consumer Marketing:
Although on the surface the differences between business and consumer marketing may seem obvious,
there are more subtle distinctions between the two with substantial ramifications. Dwyer and Tanner note
that business marketing generally entails shorter and more direct channels of distribution.
While consumer marketing is aimed at large groups through mass media and retailers, the negotiation
process between the buyer and seller is more personal in business marketing.
According to Hutt and Speh, most business marketers commit only a small part of their promotional
budgets to advertising, and that is usually through direct mail efforts and trade journals. While that
advertising is limited, it often helps the business marketer set up successful sales calls.
Marketing to a business trying to make a profit (business-to-business marketing) as opposed to an
individual for personal use (Business-to-Consumer, or B2C marketing) is similar in terms of the
fundamental principles of marketing. In B2C, B2B and B2G marketing situations, the marketer must
always:
_ successfully match the product or service strengths with the needs of a definable target market;
_ position and price to align the product or service with its market, often an intricate balance; and
_ communicate and sell it in the fashion that demonstrates its value effectively to the target market.
12
These are the fundamental principles of the 4 Ps of marketing (the marketing mix) first documented by E.
Jerome McCarthy in 1960.
Business to business (B2B) Marketing Strategies:
B2B Branding
B2B Branding is different from B2C in some crucial ways, including the need to closely align corporate
brands, divisional brands and product/service brands and to apply your brand standards to material often
considered “informal” such as email and other electronic correspondence. It is mainly of large scale when
compared with B2C.
Product (or Service)
Because business customers are focused on creating shareholder value for themselves, the cost-saving or
revenue-producing benefits of products and services are important to factor in throughout the product
development and marketing cycles.
People (Target Market)
Quite often, the target market for a business product or service is smaller and has more specialized needs
reflective of a specific industry or niche. A B2B niche, a segment of the market, can be described in terms
of firm graphics which requires marketers to have good business intelligence in order to increase response
rates. Regardless of the size of the target market, the business customer is making an organizational
purchase decision and the dynamics of this, both procedurally and in terms of how they value what they
are buying from you; differ dramatically from the consumer market. There may be multiple influencers on
the purchase decision, which may also have to be marketed to, though they may not be members of the
decision making unit.
Pricing
The business market can be convinced to pay premium prices more often than the consumer market if you
know how to structure your pricing and payment terms well. This price premium is particularly achievable
if you support it with a strong brand.
Promotion
Promotion planning is relatively easy when you know the media, information seeking and decision
making habits of your customer base, not to mention the vocabulary unique to their segment. Specific
13
trade shows, analysts, publications, blogs and retail/wholesale outlets tend to be fairly common to each
industry/product area. What this means is that once you figure it out for your industry/product, the
promotion plan almost writes itself (depending on your budget) but figuring it out can be a special skill
and it takes time to build up experience in your specific field. Promotion techniques rely heavily on
marketing communications strategies.
Place (Sales and Distribution)
The importance of a knowledgeable, experienced and effective direct (inside or outside) sales force is
often critical in the business market. If you sell through distribution channels also, the number and type of
sales forces can vary tremendously and your success as a marketer is highly dependent on their success.
CHAPTER 2
PITNEY BOWES INC.
Pitney Bowes Inc. is a Stamford, Connecticut-based manufacturer of software and hardware and a
provider of services related to documents, packaging, mailing, and shipping. The company has
approximately 36,000 employees worldwide. It is one of 87 existing firms that have been members of the
S&P 500 since its creation in 1957.
As of 2011, company is present in 100 countries worldwide, serving 2 million customers, earning $5.4
billion in revenues, with $961 million in free cash flow.
Company history:
Mr. Arthur Pitney had a brilliant idea in 1901. The idea of a postage meter occurred to him while he was
employed by a wallpaper company in Chicago. He saw a postage meter as a preventive measure to help
14
stamp out stamp theft. The Pitney Postal Machine Company was formed in 1902 and the machine that he
inspired came of age as a true postage meter machine in 1912.
In 1919, Pitney met his English-born partner Mr. Walter Harold Bowes who had had success with a Post
Office stamp canceling machine, and in April 1920, the Pitney Bowes Postage Meter Company was
formed. The accompanying illustration shows a Patent drawing of the Company's famed Model M
machine of 1920.
Since its formation, Pitney Bowes has evolved into the global leader in mailing equipment that it is today.
The intervening years have seen the march of technology in all areas of business equipment, with Pitney
Bowes always leading, never following.
Today, the Company is world leader in the supply of postage meters (or franking machines), electronic
postage scales, folding and inserting systems, mail openers, high-end computer output mailing systems,
package tracking systems and customer communication management software.
Inorganic Growth:
Pitney Bowes Inc. (PBI) has traditionally been into hardware business, where it provided products and
services related to documents, packaging, mailing and shipping. To keep up with the growing
digitalization of the business and maintain sustainability in future, PBI took the strategic decision of
investing in the software business and integrate their hardware and software solution.
Since 2000, Pitney Bowes invested $2.5 billion in 83 acquisitions, primarily in software and services
businesses including MapInfo, Group 1 Software, PSI Group and Imagists. The company is known as an
industry advocate, and has focused in recent years on advancing postal reform, the USPS Intelligent Mail
barcode, Tran promo and environmental sustainability.
Significant acquisitions:
2010: Portrait Software plc. Henley-on-Thames, England; provides "customer centric solutions that
combine advanced customer analytics with inbound and outbound campaign management.”
2007: MapInfo, Troy, NY; provides location intelligence solutions.
2007: Digital Cement, Toronto, Canada; provides customer relationship management strategy and
services.
2006: Print Inc., Bellevue, WA; provides print management solutions.
2006: Advertising Audit Service (AAS) and PMH, MI; offers web-based tools for customized
promotional mail and marketing collateral and designs and manages customer and channel performance
solutions.15
2006: Ibis Consulting, Inc., RI; provides electronic discovery services and solutions to law firms and
corporate clients.
2006: Entex Ltd., England; provides software and services that simplify document production and
centrally manage multi-vendor and multi-site printer operations.
2005: Imagists, Waltham, MA; provides marketing services that use the mail to help companies connect
with hard to reach consumers, including new movers through My Move.
2005: Compulit Inc., MI; provides litigation support services to law firms and corporate clients.
2004: International Mail Express (IMEX), NY; consolidates letters and flat-sized mail headed to
international addresses.
2004: Group 1 Software Inc., Lanham, MD; provides software that enhances mailing efficiency, data
quality and customer communications.
2004: Kilburn Office Automation Limited acquired the mailing business division for a direct entry into
the lucrative Indian Market.
2003: DDD Company, MD; provides fulfillment services, secure mail process, messenger services,
logistics support, and record and information management.
2002: PSI Group, Inc., Omaha, NE; provides pre-sort mail services.
2001: Danka Services International (DSI), London, England; provides imaging equipment, and related
services, parts and supplies in approximately 30 countries.
2001: Secap SA, France; provides a range of mail processing and paper handling equipment for low- to
mid-volume mailers.
2001: Bell & Howell’s International MMT, London, England; markets and services high-end mail
processing, sorting and service-related products.
Pitney Bowes Software:
Pitney Bowes Software helps corporations and government agencies to acquire, serve and grow
customer/citizen relationships. The software and services create business value for its customers by
making it easier for them to engage with and provide services to their customers more effectively and
efficiently.
With Pitney Bowes’ customer-centric solutions, they can:
• Pinpoint opportunities and make more informed decisions
• Create personalized communications and consistent customer experiences
• Integrate accurate customer information into business processes
• Evaluate trends and rapidly respond to changing customer needs
16
Pitney Bowes’ solutions add data quality, encoding, location intelligence, predictive analytics,
communication management and mailing efficiency into critical customer relationship management
workflows and business systems. Leading corporations, major government agencies and top systems
integrators worldwide rely on Pitney Bowes’ expertise and proven record in this field.
As of 2011, Pitney Bowes Software is a Global 100 software company with offices in 20 countries. It
employs 1800 people and serves 8,000 customers worldwide with per year revenue earning of $400
million.
Classification of Business:
Pitney Bowes Software’s business can be classified either horizontally or vertically:
a. Horizontal Classification – Based on Line of Business (LOB)
1. CCM – Customer Communication Management
Deliver clear, consistent, personalized communications to your customers in any geography and language.
CCM empowers your organization to create, manage and deliver effective multi-channel communications
that strengthen customer relationships, while driving down costs.
This constitutes the major chunk of business as it integrated the both the hardware and software solution
from Pitney Bowes offerings.
Eg: DOC1R, e2TM Web, e2TM Vault
2. CDLI – Customer Data and Location Intelligence
Companies visualize spatial data, understand relationships between specific locations and make more
strategic business decisions with Location Intelligence and GIS products from Pitney Bowes Software.
Eg: World Geocoding, Compass, Encom, and MapInfo Crime Profiler
3. CAI – Customer Analytics Intelligence
With the help of Pitney Bowes’ products and solutions, companies harness their data assets by employing
complex statistical models to analyze and predict customer and market behavior. Organizations can
17
connect trends to opportunities for more targeted marketing, perform demographic analysis and more
effectively underwrite risks.
Eg: Market Pulse, Win SITE
b. Vertical Classification – Based on Business Sector:
Public Sector
This includes various Geographic information system (GIS) projects under the Government, like Rural
GIS mission, Census GIS, Water Resource GIS.
Banking Financial Services Insurance (BFSI)
The BFSI sector in India consists of 19 national and 19 private banks, which is becoming a lot more
market-driven off late. There are huge opportunities lying outsourced VAS (Bill payments, BPO services,
Customer Churn Management, etc).
GE money is using the CCM solution from PB. “Portrait” is a new offering from
Pitney Bowes’ stable which would cater to BFSI’S need very well.
Telecom
The sector consist of 13 operators, 6 OEMs, Broadband and VAS players.
Expected market consolidation brings in a lot of opportunities for Pitney Bowes.
In India, 9 out of 10 Telecom players use MapInfo solutions for their network deployment and expansion.
MTS – India is using PB solution for its Electronic Bill Payment (EBP) system.
Retail
IT spending in the retail sector has gone up by 14% CAGR while the revenue has increased merely by 2%.
Poor data integrity in the sector shows signs where the expertise of Pitney Bowes can be mutually
beneficial for both the industry and the company.
Pitney Bowes Business Insight, a division of Pitney Bowes Software Inc., a wholly-owned subsidiary of
Pitney Bowes Inc., helps organizations to acquire, serve and grow customer relationships. Our leading-
edge solutions in the areas of Customer Intelligence, Customer Communications and Customer Care
18
enhance our customers’ operational systems and workflows, enabling them to manage their customer
relationships more effectively. We offer unique and compelling capabilities, including location
intelligence; GIS; predictive analytics; data quality, management and integration; and customer
communications management. In combination, our solutions and capabilities deliver customer insights
that create competitive advantages. Leading companies, government agencies and systems integrators rely
on our global expertise and decades of leadership to improve their operational effectiveness and business
results.
CHAPTER 3
BUSINESS MARKETING AT
PITNEY BOWES SOFTWARE
The Business Marketing methodology followed at Pitney Bowes Software is more or less similar to that
followed by any other organization marketing B2B business.
The purpose of B2B marketing communications is to support the organizations' sales effort and improve
company profitability. B2B marketing communications tactics generally include advertising, public
relations, direct mail, trade show support, sales collateral, branding, and interactive services such as
website design and search engine optimization.
A typical B2B marketing communication would consist of the followings:
Positioning Statement:
19
An important first step in business to business marketing is the development of your positioning
statement. This is a statement of what you do and how you do it differently and better and more efficiently
than your competitors.
Developing your messages:
The next step is to develop the organization’s messages. There is usually a primary message that conveys
more strongly to the customers what the organization do and the benefit it offers to them, supported by a
number of secondary messages, each of which may have a number of supporting arguments, facts and
figures.
Building a Campaign Plan:
Whatever forms the B2B marketing campaign will take, a comprehensive plan need to be build up front to
target resources where it is believed they will deliver the best return on investment, and the organizations
have to make sure that they have all the infrastructure in place to support each stage of the marketing
process - and that doesn't just include developing the lead - make sure the entire organization is geared up
to handle the inquiries appropriately.
Briefing an Agency:
A standard briefing document is usually a good idea for briefing an agency. As well as focusing the
agency on what's important to the organization and its campaign, it serves as a checklist of all the
important things to consider as part of organization’s brief. Typical elements to an agency brief are:
Organization’s objectives, target market, target audience, product, campaign description, its product
positioning, graphical considerations, corporate guidelines, and any other supporting material and
distribution.
Measuring results:
The real value in results measurement is in tying the marketing campaign back to business results. After
all, organizations are not in the business of developing marketing campaigns for marketing sake. So the
matrices are always put in place to measure the campaigns, and if at all possible, measure the impact upon
the desired objectives, be it Cost Per Acquisition, Cost per Lead or tangible changes in customer
perception.
20
B2B Marketing at Pitney Bowes Software:
The Marketing functions undertaken by the marketing team responsible for the SAARC region can be
summarized as under:
Program Planning
A proper program planning is essential for ensuring of any marketing campaign. The marketing team
needs to be on toes looking out to understand and identify the key marketing opportunities in the region
and deliver strongly the Integrated Marketing Campaign (IMC) programs for Pitney Bowes’ business. The
team is entrusted with successfully drive the execution of the programs as per the pre-charted plan. It is at
the planning stage that the Key Performance Indicators (KPIs) and Return to Investment (ROI) for
measurement of success of each program are defined.
Sales support
The marketing team has to work closely with the sales team, define a set of appropriate sales tools and
materials. Such sales demonstration tools may include traditional print brochures and sales kits to CD-
ROMs and PowerPoint presentations.
The marketing team delivers those tools and monitors the result/effectiveness.
Channel Marketing
For a B2B company, indirect channels of distribution are a critical element of the sales strategy. The
marketing team works closely with the distributors in the region in order to plan and determine marketing
programs to be executed via the channel. Once such a marketing plan is executed, the team analyzes
budget distribution by the distributor and monitors the effectiveness and impact of all the activities funded
by Pitney Bowes based on pre-determined KPIs and ROI.
21
Marketing Campaign Planning
The marketing campaign planning is done separately for different vertical sales business, viz. Public
Sector, BFSI, Telecom and Retail.
Separate focus on individual vertical sales business is important in India and neighboring countries as the
customer awareness is high in term of understanding the competition and the market trend. A
product/service utilized by a customer in particular sales vertical force other future customer to take notice
and strive for similar product/services for them.
The focus of the marketing team remains at the enterprises and small and medium Businesses, along with
government and local administrative bodies and financial Institutions.
Objective of the Marketing Campaigns:
One of the main objectives of the marketing campaigns is lead generation. With the performance of a
marketing program being measured based on the quantity and quality of leads generated, this becomes a
crucial objective.
The marketing team’s performance is measured based on number of Marketing Qualified Leads (MQL),
Sales Qualified Leads (SQL) and Opportunities, i.e. items numbered 4, 5 6 in the above figure
respectively. In addition to lead generation and nurturing prior leads, Pipeline analysis’s also an important
objective of a marketing campaign.
Campaign Management:Once a Marketing campaign is planned and being executed, they have to be run according the allocated
budgets and aimed at the predefined targets. The marketing team has to ensure the campaigns are running
on time and within the budget allocated. Along the course of the campaign, the market response has to be
tracked and the strategy adjusted as and when the need arises to ensure the goals are met.
Parts of a Campaign:A typical Marketing campaign would involve organizing/participating in events, seminars, tradeshows,
road shows, e-mail campaigns, telecalling activities etc.
Public Relations (PR)
22
The primary objective of Public Relations is building a Brand and to improve the Brand Awareness
amongst the various stakeholders. Brand is the identity which distinct one company’s product/services
from another. Brand awareness refers to customers' ability to recall and recognize the brand under
different conditions. The level of Brand awareness amongst the consumer defines the premium a company
can charge over and above its own cost for the products and services it offers.
Public Relations play an important role in B2B Marketing Campaign. Customers try to avoid risk by
hiring products/services from companies of good repute. One-on-one interviews, e-interaction in form or
Q&A mailers, contributory articles etc. constitute part of Pitney Bowes’ PR activities. Besides programs
running on the organizational front, there are campaigns that are product/solution specific. Webinars,
Trade Shows and exhibitions are kept under the radar for respective products.
Analyst Relations
In addition to media relations, establishing relationships with industry analysts is important as the
marketing team work to hone Pitney Bowes’s image. Industry analysts conduct research into best
practices, products and services, and they are well informed regarding important issues facing the
industry. These bloggers, consultants and other respected professionals are key influencers businesses
look to when making decisions and are an integral part of Pitney Bowes’ B2B PR strategy. Establishing a
productive relationship with these analysts can go a long way toward getting the coverage the company
needs.
Corporate Communication
The marketing team at Pitney Bowes is entrusted with the responsibility of issuing the corporate
communication on behalf of the company. Corporate communication is the message issued by a corporate
organization, body, or institute to its publics. "Publics" can be both internal (employees, stakeholders, i.e.
share and stock holders) and external (agencies, channel partners, media, government, industry bodies and
institutes, educational and general public). An organization must communicate the same message to all its
stakeholders, to transmit coherence, credibility and ethic. If any of these essentials is missing, the whole
organization may fail. It help organizations explain their mission; combine its many visions and values
into a cohesive message to stakeholders. Corporate communication enables Pitney Bowes to promote the
employee value proposition (EVP) it offers. To make a strong foothold in an Emerging market like India,
a company needs a lot of awareness from the very start itself. Pitney Bowes Software's India operations
were set in 2007. Since then the company has grown tremendously in terms of acquiring new talent and
workforce. In a span of 5 years the employee strength shot up from 0 to 600+. Within the same duration,
23
the company got recognition from the industry bodies and authorities in this arena. Pitney Bowes Software
boasts of 12 awards and accolades in the last 5 years which are based on parameters like HR, Exemplary
Leader, Diversity & Inclusion, Great places to Work, DQ top 20 IT companies etc. To sustain the buzz in
the industry, there are quite a lot of activities that the company keeps the momentum high on. PBS has
been participating in several industry events and networking platforms. The India and Global leaders and
authorized spokespeople have been nominated as speakers at prestigious events like NASSCOM India
Leadership Forum 2011.
CHAPTER 4
FINDING & RECOMMENDATION
Company’s Growth
Pitney Bowes is a world leader in providing products and services related to documents, packaging,
mailing and shipping. Until a decade ago, the company was dealing with only hardware products. Within
the last one decade, Pitney Bowes has made a huge amount of investment to include software solutions
and services business to remain relevant and competitive in the digital era. The company has been eyeing
solutions and services which can complement its core competency of being a postal solutions and service
provider.
Hence the company has investment in the Customer Communication Management solutions and services.
Becoming a leader after starting from scratch is a lengthy process. Hence, the strategy with Pitney Bowes
has been to identify the market leader in the fields which may be relevant to PB’S own business in future
and acquire them.
24
This strategy has resulted in Pitney Bowes investing $2.5 billion in 83 acquisitions since the year 2000.
The company has focused its acquisitions to build its competencies in field of Location Intelligence and
Business Intelligence which it can merge with its postal solution and CCM business and provide an
integrated solution.
India Market and OpportunitiesGeographical Information System (GIS) forms a major chunk of Pitney Bowes business in
India. GIS, in India, is slowly finding its place in the future growth strategy being implemented by the
Government. This is major due to government focus on use of GIS and large initiatives like R-APDRP
and NLRMP.
Both NLRMP and R-APRDRP projects will give effective results only when an effective enterprise GIS
system is deployed by the states. In the private sectors utility companies (Telecom, Power, and Gas) are
early adopter of GIS and lot of them will keep on enhancing their enterprise GIS systems.
GIS solutions can help organizations overcome their operational challenges, increase operational
efficiencies and deliver improved profitability. Banks, retailers, realtors, insurers, asset managers, and
others seek to understand markets better before embracing GIS for micro and targeting marketing,
optimizing business openings and closings, segmenting consumer data, and managing fleets. GIS can
visualize, manage, and analyze any business asset (employees, customers, and facilities, all the way to the
supply chain network) because it has a place in the world. Over 75 per cent of business data has an
address component. And this transforms as an excellent business opportunity. With more and more
government agencies, private companies and individuals using GIS and high-resolution imagery services,
the market is growing by leaps and bounds.
The growth is attributed to wide use of spatial information for local and regional planning, infrastructure
development, disaster management support, business development, natural resources management and
disaster management. As per a 2007 estimate stated at 58th International Astronautically Congress in
Hyderabad, the annual budget of government agencies for GIS services is estimated to be $200 million
and GIS market in India is expected to be $10 billion in the next 10 years to come.
25
“Engineering in India” is the marketing pitch for most the customer base in India. The cautious Indian
consumer highly values the availability of local support. This helps a lot in gaining customer confidence,
and eventually revenues.
A Channel Partner Ecosystem is a dynamic structure consisting of interconnected number of
organizations and where both competition and cooperation exist simultaneously. The focus of IT
companies has progressed from competing on efficiency and effectiveness to competing on the basis of
continuous innovation. For moving ahead there should be complementary innovations that must be joined
in order to pass maximum benefit to the customers. No single firm can have all the required specialized
capabilities and resources and thus Channel Partner Ecosystem becomes very critical for continuous
success in the business. Pitney Bowes Software need to build and strengthen partnerships with the most
influential local/regional channel partners in India.
The Customer Communication Management (CCM) and the Customer Data and Location Intelligence
(CDLI) market in India is mature where there are a good number of well informed customers who are
aware of Pitney Bowes’ products and services. The Customer Analytics Intelligence (CAI) market is still
in a very early stage where Pitney Bowes need to make an entry, capture market share and become a
market leader.
The company is on the right track at the moment with respect to marketing and sales strategies. Improving
the bottom line in future will require building and strengthening of their channel partners and aggressive
strategy to capture and lead the market in all of their Line of Businesses.
MSM Engineering IndiaMailing Solutions Management (MSM) engineering in Noida supports product development for Pitney
Bowes’ U.S. product lines. Working closely with the engineering team in Shelton, CT (USA), the Noida
engineering operations for MSM was launched in 3Q08. The center has now grown to about 90 engineers
26
comprising of developers, QA engineers, database administrators, business analysts, installers and project
managers.
Ashish Singh heads the offshore operations for MSM in Noida. In addition, the management team is
comprised of Jyotsna Singal (Cross-Border Shipping Solutions), Indermeet Singh (eCommerce/Mail
Creation Solutions), Gautam Sarup (Distribution Solutions) and Vijay Khanna (Mail Finishing Solutions).
The team supports more than 15 projects from Noida including:
Instant Online Postage (IOP)
An eCommerce platform that provides postal and shipping services to partners of Pitney
Bowes. Noida team is responsible for development and testing of future releases
/enhancements and production issues.
Connect+
A revolutionary mailing system that replaces the existing Mega family product line. This
next generation mailing solution will be architected to enhance customer value and provide
long-term competitive differentiation.
Noida teams contribute to several components of Connect+ including:
User Experience (UX)
RAPIDS
MIM
Send Suite
A comprehensive shipping solution for enterprise customers that includes:
The powerful combination of these solutions provides customers with total visibility of the
movement of packages and accountable mail, from origin to final delivery. Noida team has
full ownership of development and testing of Send Suite Desktop and Shipping Solutions.
Send Suite Shipping Solutions
Send Suite Arrival(R) Tracking System
ISend
27
Is a web application that allows users to print shipping labels, sheets/rolls of stamps and
envelopes from their local printers? It supports both USPS domestic and international
services. The product will be targeted to smaller package shipping companies and also the
home business market. Noida team is responsible for the UI work oniSend.
Annexure – AA
28
29
30
Annexure – AB
31
Pitney Bowes to hire 200 people for Pune R&D centre
Reinforces commitment to India with second Research & Development CenterWithin five years.
NEW DELHI, JULY 22:
Global technology firm Pitney Bowes is strengthening its research and development
activities by setting up a second facility in the country at Pune, where it plans to hire about
200 people in the next few years.
The company already has its largest global R&D facility (outside of North America) at
Noida with 600 staff.
The new centre will focus on development of Pitney Bowes’ global portfolio of solutions,
including Volly (a digital mailbox solution) as well as other innovations.
“In line with our global strategy of shifting from a hardware approach to becoming a
digital solutions based firm, the new centre assumes significance. The Pune team will
ensure seamless delivery of Volly to global customers,” Pitney Bowes Software President
and CEO Mr. John O’Hara told PTI.
Volly has already been selected by Australia Post and is expected to be rolled out later this
year. Using Volly, consumers will be able to receive, view, organize, manage, pay and
store bills, statements and other content from the companies like banks and retailers that
they do Business with.
33
The service consolidates information from multiple providers, reducing the consumer’s
need to visit multiple websites or send physical checks through the mail, while ensuring
security of data.
Mr. O’Hara said discussions are on with enterprises globally for roll-out in other parts of
the world as well.
“We expect the current expansion to further our goal to lead the way in customer
communication technology locally, regionally and globally. India is a strategic market for
us and we expect to employ over 200 employees over the next two years,” Pitney Bowes
Software India Managing Director Mr. Manish Choudhary said.
Last year, the company had said it plans to invest Rs.400 Crore over the next three years in
India to strengthen its product development centre, and sales and marketing team in the
country.
Pitney Bowes is a postage and mailing solution provider. Its focus on verticals include
telecom and banking and financial services.
“We are actively targeting the BFSI and public sector enterprises in India and the region.
This investment will help us create and deliver solutions to existing and potential
customers in the region,” Mr. O’Hara said.
Pitney Bowes has been present in India since 2007 and is headquartered in Noida, which is
its largest R&D facility outside of North America. It has four other R&D centers across the
globe with a total head-count of 600 people.
Keywords: Global technology firm, Pitney Bowes, R&D facility, Noida, 600
People, new centre, development, Pitney Bowes’ global \
Portfolio, solutions, Volly, digital mailbox solution, other
innovation, , strengthening, research and development, R&D, setting
Up, second facility, Pune, 200 people.
34
BIBLIOGRAPHY
1. The Definition of Marketing American Marketing Association.
http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx
2. Paul H. Selden (1997). Sales Process Engineering: A Personal Workshop.
Milwaukee, WI. Pg23.
3. Kotler, Philip; Gary Armstrong, Veronica Wong, John Saunders (2010). "Marketing defined".
Principles of marketing (5th Ed.). pg7.
4. A Framework for Marketing Management (4th Ed.). Pearson Prentice Hall, 2009. ISBN 0-13-602660-5.
5. Adcock, Dennis; Al Halborg, Caroline Ross (2001). "Introduction". Marketing: principles and practice
(4th Ed.). pg15.
6. Adcock, Dennis; Al Halborg, Caroline Ross (2001). "Introduction". Marketing: principles and practice.
pg16.
7. Dev, Chekitan S.; Don E. Schultz (January/February 2005). "In the Mix: A Customer- Focused
Approach Can Bring the Current Marketing Mix into the 21st Century". Marketing Management 14 (1).
35
8. Dwyer, F. Robert, Tanner, John F. (2006) Business Marketing: Connecting Strategy, Relationships, and
Learning, 3rd Edition, McGraw-Hill/Irwin
9. Hutt, Michael D., Speh, Thomas W. (2004) Business Marketing Management: A Strategic View of
Industrial and Organizational Markets, 8th Edition, Thomson/South-Western
10. McCarthy, Jerome E.: "Basic Marketing: A Managerial Approach". Homewood, IL: Irwin, 1996
11. Malaval: "Strategy and Management of Industrial Brandds: Business to Business Products and
Services", page 16. 2001
12. Brown, Duncan and Hayes, Nick. Influencer Marketing: Who really influences your customers?
Butterworth-Heinemann, 2008
13. Kotler & Pfoertsch: "B2B Brand Management", page 53. Springer Berlin, 2006.
14. Pitney Bowes – Corporate History
http://www.pitneybowes.co.in/india/index.aspx?page=pb-corporatehistory
15. Pitney Bowes Soft ware – Company Profile
http://www.pbinsight.co.in/about/company-profile/
16. Pitney Bowes – Internal Company Documents
Signature of Marketing Specialist: - Submitted by:-
(Ms.Kanika Khilnani) Deepanshu Gangwal
[email protected] [email protected]
Pitney Bowes Software IIPM, JAIPUR
5th Floor, Tower B, Logix Cyber Park 9602971111
Noida Sector62 U.P FW/10-13 BBA
36