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The Client

A global software company focused on providing product-based solutions for telecom service providers, the company has many successful implementations of its product platforms across markets spanning Asia-Pacific, Middle East, Europe and Africa. Among the handful of Indian product companies serving the telecommunications software market, the company, which is often pitted against global solution providers, has been able to successfully develop a portfolio of marquee clients. The company featured in the Deloitte Asia Pacific Fast 500 2007 as well as in NASSCOM's 100 IT Innovators 2007, in recognition of its robust growth and strong commitment to innovation.

Business Context

With a customer base spanning industries across more than 20 countries, in 2007 the company decided to convene a global customer event, to which key global clients would be invited. Through this event, the company wished to showcase its evolution over the years from a start-up into a global company as well as re-brand the company as a world-class IT products and solutions provider. The aim was to create a niche identity that was clearly differentiated from that of its competitors. Also, with innovative products recently added to its portfolio, the company visualized the customer event as an ideal platform to unveil the same to its key customers.

With an association dating back to 2005 over multiple assignments, the company was well aware of Prayag's ability to deliver powerful, comprehensive and, most importantly, implementable marketing solutions in quick time.

Prayag Solution

Having been the marketing partner for close to two years, Prayag understood the company's business imperatives and marketing strategies very well. Leveraging this knowledge, Prayag provided comprehensive support for the global customer meet - right from the choice of a name for the event and deciding the agenda, to design and content development of invites for the participants, backdrops, event panels, corporate and product brochures.

A key deliverable was a customer newsletter that was launched at the event.

Prayag's recommendation for a unified branding theme across all marketing vehicles was quickly accepted and implemented by the company. In devising the same, Prayag's knowledge of the visual and messaging association from prior engagements, ensured a consistent representation of the company's corporate identity.

As a key management team member at the company puts it, "We liked the way Prayag handled this assignment: on one hand they took a consultative approach - they devised a visual theme and suggested ways to maximize impact. On the other hand they were able to roll up their sleeves and execute seamlessly the various elements that were needed. This is a powerful and value-adding combination in a marketing partner."

Benefits

Prayag's integrated approach, an ability to deliver within stipulated deadlines and proactive recommendations helped enhance the company's brand visibility and created a significant impact amongst its key customers. A unified "look and feel" across all media resulted in effective rebranding, helping the company differentiate itself from players in the same domain.