More Related Content
Similar to Group 2 Marketing Presentation for market study
Similar to Group 2 Marketing Presentation for market study (20)
More from RahatulAshafeen
More from RahatulAshafeen (7)
Recently uploaded
Recently uploaded (20)
Group 2 Marketing Presentation for market study
- 1. Consulting deck by authors for ‘s internal/report reference only By: IIMU PGD-WEx Authors: Ajay Anand Shukla – 2314003 Jigyasa Dashora – 2314022 Nitin Kapoor – 2314032 Rahatul Ashafeen - 2314036 3/28/2024 1 Marketing Strategy for Indian Market Expansion
- 2. Consulting deck by authors for ‘s internal/report reference only Table of content Our Understanding of WalkMe Presentation Facts Market Analysis – 5Cs Market Segments Target Market Segment Brand Positioning Marketing Mix – 4Ps 3/28/2024 2
- 3. Consulting deck by authors for ‘s internal/report reference only • SaaS Based - Digital Adoption Platform • DAP overlay on web, desktop and mobile applications to: • engages, guides, governs & automates user interactions, when and where they need it • Known for: • Industry-Leading Solution • Advanced AI and User Analytics • No-Code and Quick Deployment • Established reputation and global presence • Revenue - ~US$ 262 million • Employee Strength - ~1,100 • Crown Global Alliance Partners: Deloitte • KPMG • PwC • EY • SAP • Oracle Our Understanding of WalkMe
- 4. Consulting deck by authors for ‘s internal/report reference only • What’s Next? • Indian Marketplace • How to continue success? • Apply similar global trends or something new is required? • Should WalkMe launch with Big-Bang or start with Soft-Launch and then Expand? • Do customers know that they need and want? • What’s the current technology adoption phase in India? Our Understanding of WalkMe
- 5. Consulting deck by authors for ‘s internal/report reference only Market Analysis – 5Cs (1/2) 2000+ customers experiencing benefit B2B companies with avg. 25K employees deployed WalkMe on 50+ apps B2C companies deploy WalkMe for ~200K monthly avg. users Strengths • Innovative Technology • Comprehensive Platform • Established Reputation Weakness • Cost • Learning Curve Opportunity • Global expansion specially India • Integration Partnership Threats • Competitive landscape • Rapid technology change Company Understanding Customer Needs Key problems for B2B and B2C • Resistance to change • Lack of training & guidance • Underutilization of features Evolving customer want/ needs for DAP Customer
- 6. Consulting deck by authors for ‘s internal/report reference only Market Analysis – 5Cs (2/2) Competition Direct Competitors – Whatfix, Userlane, Pendo, Appcues Indirect Competitors – Learning Management System (LMS), Content Management System (CMS), User Analytics and Feedback tools Competitor Strength • Innovative Feature • User Centric Focus Competitor Weakness • Brand Recognition • Scope limitations Competitor Opportunity • Niche Markets • Strategic Partnership Threats • Intense Competition • Technological changes IT Consulting Firms Digital Marketing Agencies Enterprise Software Providers E-Learning Platforms Business Process Outsourcing Companies (BPO) Collaborator Political Factors Economic Factor Social Factor Technological Factors Legal Factors Environmental Factors Context
- 7. Consulting deck by authors for ‘s internal/report reference only Market Segment Business to Business (B2B) Business to Customer (B2C) Information Technology BFSI 20% Manufacturing 12% Pharmaceuticals 8% Consumer Product & Retail 7% Government & Public Sector Energy Utility 4% Telecom 2% Others 16% Media & Entertainment 38% Education & Training 25% Health & Fitness 20% E-Commerce 17%
- 8. Consulting deck by authors for ‘s internal/report reference only Adoption Stages For B2B market, IT & BFSI industries are moving from Early Adopters to Early Majority. Where else other industries are still at Innovator and Early Adopters.
- 9. Consulting deck by authors for ‘s internal/report reference only Target Market Segment WalkMe Target Market Digital adoption on rise High usage of enterprise application Tailored solutions for every enterprise application due to different technical know-how F A C T O R S Business to Business (B2B) Enterprise software application – Market share 68% Enterprise Software application - Expected growth rate30- 40% Large and mid-size company adoption rate - ~40%
- 10. Consulting deck by authors for ‘s internal/report reference only B2B – Top 10 Customers India Rank Company Revenue ($B) #Employees 1 Tata Consultancy Services 24 600,000 2 Infosys 15 336,294 3 HCL 13 225,944 4 Wipro 12 240,000 5 Tech Mahindra 6 152,400 6 LTI Mindtree 3 82,000 7 Mphasis 2 29,473 8 Persistent 1 22,500 9 Coforge Limited 0.81 21,815 10 Oracle FIn Service 0.67 8,001 Rank Company Revenue ($B) #Employees 1 BYJU’s 0.28 24,780 2 Physics Wallah 0.10 10,000 3 upGrad 0.08 3,000+ 4 Simplilearn 0.06 1,000 5 UnacadeWalkMe 0.05 350+ 6 Vedantu 0.02 3,300 7 Adda247 0.02 300 8 Toppr 0.01 1000 9 Career360 - 200 10 iQuanta - 790+ Rank Company Revenue ($B) 1 LIC India 91 2 State Bank of India 51 3 HDFC Ltd. 21 4 ICICI Bank Ltd. 20 5 Axis Bank Ltd. 11 6 Punjab National Bank 11 7 Bank of Baroda 11 8 Kotak Mahindra Bank 7 9 IndusInd Bank 5 10 Bajaj Finance Ltd. 4 Information Technology Companies Ed-Tech Companies BFSI Companies
- 11. Consulting deck by authors for ‘s internal/report reference only Know your Customer Gain Creation Can WalkMe solution make customer work easier? Yes Can it fulfil a desire customers dream about? Yes Can it provide better performance? Yes Pain Relivers Can WalkMe solution produce savings? Yes Can WalkMe solution remove negative social consequences? No Can it eradicate common customer mistakes? Yes Walkme Gain Creation and Pain Relivers
- 12. Consulting deck by authors for ‘s internal/report reference only Know your Customer Gain Creation Which savings make your customers happy? Add on cost incurred in absence of DAP such as Training, support cost, cost due to errors, lack of productivity. What would make your customer’s job easier? Customer end users become self-sufficient to perform any business task What do customers consider to be ideal? End users satisfied with digital tool and achieve the required task Pain Relivers What makes your customers feel bad? When invested digital platforms are not fully utilised & expected ROI is also low What are the main difficulties and challenges that your customers face? Due to large number of users, trainings are continuously required, also business governance process is difficult to follow. What common mistakes do your customers make? More dependent on manual process and less investment on Digital platforms Customer Job What emotional needs are customers trying to satisfy? To minimize the frustration risk and enhance employee’s vitality What would help customers to achieve this key job? Real time support & guidance to enhance the user experience. 100% business compliance What functional problems are they trying to solve? End user’s Operational & Administrative related Customer Gain Creation, Pain Relivers and Job
- 13. Consulting deck by authors for ‘s internal/report reference only Brand Positioning 1 Training, Onboarding and Change Management. 2 Support Calls, Help Desk Tickets and Phoning a friend. Process Adoption, Compliance and Data Quality. 3 Change Support Compliance Objective time-based KPI s Audited quality-based KPI s 4 Effectiveness, Efficiency and Automation. 5 User Satisfaction and Retention. Productivity Satisfaction Objective time, use and output based KPIs Sentiment KPIs Data driven decisions from application usageanalytics. 6 Analytics
- 14. Consulting deck by authors for ‘s internal/report reference only Value proposition with Sample Communication Enhanced User: Centric Engagement: “By prioritizing user-centric design and interaction, WalkMe fosters deeper engagement and satisfaction among end- users.” Cost-Efficient Operations:“WalkMe's solutions contribute to cost-efficient operations by streamlining workflows, minimizing user errors, and maximizing resource utilization.” Data-Driven Insights: “Leveraging advanced analytics and data-driven insights, WalkMe enables enterprises to make informed decisions and optimize their digital strategies.” Strategic Business Impact (CORE value): “WalkMe empowers enterprises to achieve strategic business objectives by maximizing the efficiency and effectiveness of their digital assets.” Proactive Support and Learning: “WalkMe provides proactive support and learning opportunities, empowering users to troubleshoot independently and continuously improve their digital skills.” Reduced Support Costs: “WalkMe reduces the burden on support teams by proactively addressing user queries and issues through its intuitive guidance and support features.” Efficient Onboarding and Adoption: “WalkMe streamlines the onboarding process for users, ensuring swift adoption of new technologies and platforms.”
- 15. Consulting deck by authors for ‘s internal/report reference only Marketing Mix – 4Ps Product & Service Current Global Scenario Bundled Core and Secondary Services Indian Market Scenario To boost adoption, customization of products and services A tailored product-service synergy, coupled with strategic collaborations with consultancy firms Place Current Global Scenario Leverage online platforms for distribution, partnering with leading tech marketplaces Indian Market Scenario Dual-channel strategy is recommended. While online platforms such as tech marketplaces remain crucial, a physical channel through tie-ups with tech retailers is essential, especially in regions with limited online accessibility. Promotion Current Global Scenario Digital marketing campaigns utilizing Google AdWords, social media and industry events Indian Market Scenario A nuanced approach is necessary due to diverse demographics. Tailoring promotions to resonate with local culture and languages is crucial. Collaboration with local tech giants is essential along with social media Price Current Global Scenario DAP pricing globally often involves tiered models, offering different levels of functionality based on subscription levels. Indian Market Scenario Adopting a tiered pricing model with affordable entry- level plans for small and medium enterprises Providing flexible payment options, including monthly and yearly subscriptions, and offering free trials or freemium versions
- 16. Consulting deck by authors for ‘s internal/report reference only 3/28/2024 16 Q&A
- 17. Consulting deck by authors for ‘s internal/report reference only THANK YOU! 3/28/2024 17