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The Client

The client is a leading global product development services company that works in the BFSI and Telecom verticals. Headquartered in Vienna, the company was recently recognized by "Deloitte Technology Fast 50" as being among the fastest-growing company in the United States Mid-Atlantic Region. With a global presence including in the US, India, Ukraine and China, the company employs more than 2,000 IT professionals worldwide.

Business Context

In 2006, the company realized that it was perceived as an Offshore Product Development (OPD) specialist with no significant competitive differentiation amongst its customers. In its quest for leadership in the outsourced software product development market, the company wished to carry out a strategic review of its positioning. The aim was also to expand its existing customer base and growth prospects.

Prayag was approached to carry out the strategic review, the scope of which included:

Review of positioning from a market perspective
Benchmarking with competition
Arriving at a positioning
Recommending next steps

Prayag leveraged its research capabilities, branding and industry expertise to analyze, evaluate, benchmark and recommend a proactive and implementable market positioning strategy.

Prayag Solution

Leveraging our research and branding teams, Prayag kicked-off the assignment with extensive discussions with the top management to understand the current positioning of the company. A detailed analysis of the various facets of this positioning was carried out.

The team then set about reviewing the positioning from a market perspective - the potential of OPD segment in India, its supply side dynamics and the current market scenario.

Next, the team benchmarked the competition in detail, after a rigorous analysis of the competition's horizontal and vertical positioning strategy across a range of service lines, new customer segments and positioning themes adopted. Then, a SWOT (Strengths Weakness Opportunities Threats) analysis of the company's positioning was performed.

With the groundwork done, the team compiled recommendations that leveraged the company's key strengths. Prayag recommended the client adopt the positioning of a "customer intimate" organization offering the triple benefits of:

Reduced time to market
Reduced TCO
Better quality

The underpinning of this recommended positioning was the Distributed Agile Methodology, an expertise that none of their India-based competition could lay claim to, thus giving the client a distinct position in the market space.

“Our detailed analysis led to some very interesting revelations about the client’s industry which were subsequently translated into a clear branding strategy encompassing all the key areas such as messaging audience, themes and vehicles that needs to be used to leave a sustainable impact” says Jayanthi Badrinath, Principal Consultant, Prayag Consulting.

Benefits

Prayag's ability to deliver incisive analysis, results and recommendations helped the client not only gain a good external perspective of the industry but also equipped it with a comprehensive and well-chalked out positioning framework.

This framework helped the company consistently communicate its brand proposition to the target audience, thereby adding significant business value.