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30 July '14 | Debjyoti Paul

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03 June '14 | Giridhar LV

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03 January '14 | Gopikrishna Aravindan

Everything That’s Marketing

Posted on: 03 September '09

Hello and welcome to MindTree’s Blog dedicated to marketing!

This is a particularly interesting and challenging time for the role of marketing at MindTree and within the India IT and R&D Services industry as a whole. In my opinion, it has never been more important to differentiate the MindTree brand than it is today—and that includes the early days of the Company in 1999-2001 which I was a part of. In a saturated market during troubled economic times, the companies that successfully do this will grow and prosper. Those that don’t will cease to exist… it’s that simple. When we started MindTree, our objective was to become a provider of choice for eBusiness integration services. Today, I am happy to say that we are one of the few companies that has survived as an independent company and completed a successful IPO.

But as in life, the challenges are greater today than they were yesterday. We recently announced our intention to become a $1 billion company by 2014. And we are no longer just an eBusiness company, having reorganized across 6 business lines. The impact of this reorganization on marketing is enormous. While I feel we are up to the challenge, as they say “the proof is in the pudding.”

What is our brand strategy for this reorganization? What social media channels are legitimate vehicles for brand growth and lead generation? How do we gain mindshare of the analyst and advisory communities? These are just a few of the questions my team and I struggle with every day.

So stay tuned to this blog as we take you along on our journey. My colleagues and I will also share our thoughts on marketing principles, best practices, case studies… anything and everything marketing that we feel is of interest. And we’d love to hear from you so please share your thoughts.

  • Hi Joseph – will subscribe to your blog – good luck with it and your company!


  • Vijay. M

    Hi Joe,
    I am a former MindTree mind. Now I am doing my MBA at BIM, Trichy in Tamil Nadu.

    I am really interested in your blog because I am specializing in Marketing and I would like know how it is being done at MindTree and in general about marketing at IT companies.

    Looking forward to your posts.


  • Hi Joseph,
    It will be interesting to see whether social media can be successfully tapped to generate leads. I shall stay tuned.

  • Sesha

    Joseph, you certainly do have a challenge on your hands. I feel that MindTree’s brand has lost out on some of the sheen it had in the early days. The frequent org and structural changes haven’t helped. As a shareholder of your company, I want to know clearly how MindTree differentiates itself from the rest of the pack. Will watch your column, and other public positioning outputs, closely.

  • Hi Joe
    To thrive in a down economy companies must focus on adding business value, not just cost saving. There will always be companies willing to do doing something cheep. The ongoing objective must be to help clients achieve business results. Companies that focus on the voice of the customer will be the winners as the company turns around.

  • Dear Lubna:

    That is the million dollar question. We’re all talking about social and investing time in it…but will it pay dividends?


  • Ankit

    Hey Joe,

    first of all i wanted to congratulate you for your success and growth. I must say social media always been useful for generating leads. for company brand building i believe you have to choose right PR. Launching events can also helpful in leads generation. There are two ways for targeting audience 1). Target the class 2). Target the mass, i believe the company like mind tree should go with class only. Once you satisfied your class automatically the Mass will follow you. If you want to target the mass then target on their emotions. I believe every thing in this world can sell out if you have correct emotional target weapons.

    will hear from you soon.



  • Geetha

    The di-combo of Double Loop Marketing and Connected Marketing should surely work wonders?

    Thanks and regards,


  • Thanks Laura…I hope you enjoy my posts

  • Thanks Vijay. Good luck with your studies.

  • Sesha:

    Your feedback is fair. We realize this is a challenge and time will tell how successful we will be.


  • I couldn’t agree more John. Outsourcing done correctly goes way beyond cost savings and instead focuses on business value; helping getting products and solutions to market quicker. A mid-size company like MindTree cannot afford to play the cost savings game.

  • Thanks for writing Ankit.

  • Himshikha Anand

    Hi Joseph,
    I am a former MindTree mind. Now I am doing MBA at IMT,Ghaziabad.
    I am really interested in your blog as I am specialising in marketing and it would be really great to get the real application of marketing concepts.
    Looking forward to your posts.

  • Vijay. M

    Hey Joe,

    Thanks for your reply.

  • Geetha

    Would like to share this with you please:

    Understanding Users of Social Networks by Professor Mikolaj Jan Piskorski

    Thanks and regards,