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Tata Infotech to tap global markets with fresh positioning

Pummy Kaul in New Delhi

Grappling with an economic slowdown at home, Tata Infotech, part of the $ 9-billion Tata Group, has hired advertising agency Lowe Lintas & Partners to build its education services division’s brand in the overseas and domestic market as well.

While Mr Rahul Thapan, head, education services division, refused to divulge the details of the account size, industry sources reveal that Tata Infotech has almost doubled its adspend from Rs 5 crore last year to Rs 10 crore for its education services division. The account was earlier being handled by Joint & Arms. The Media Edge, Rediffusion DY&R’s media buying arm will be the AOR for the company.

According to Mr Thapan, the company’s decision to shift the account to Lintas is in line with its plans to tap the global market. Explaining the reason for the move, Mr Thapan said, ‘‘There were two major reasons. Primarily we wanted an agency to bring in the strategic planning perspective and insights on consumer behaviour. Also, we have major plans to go abroad and tap the overseas markets. So we need an agency with an international presence and the expertise to handle expansion on a massive scale.’’

Though a clear advertising strategy is still being worked out, Mr Thapan indicated that the crux of the new communication strategy will be ‘overall branding of the Tata Infotech education business’. ‘‘Specific messages will emerge from market research that is being conducted currently. But the idea will be to communicate that Tata Infotech education is not about technical education only, but a combination of business education, technology and its applications,’’ he said.

The company also plans to go beyond the print medium. ‘‘Till now, the focus of our communication has been on the print medium. We’ll now go for an integrated strategy,’’ said Mr Thapan and did not rule out the use of television and radio to hype up its message.

Among the overseas markets the company plans to tap are South Africa, countries of South Asia and the Far East, including China, Korea, Philippines and Vietnam. The company currently has 300 centres across India and plans to take the figure up to 400 by March 2002.

Part of the Tata Group, Tata Infotech clocked Rs 525 crore turnover last fiscal and is expecting a growth of 25 to 30 per cent this fiscal. The education services division which started operations in 1992 and is headquartered in Delhi accounts for about 6 to 7 per cent of Tata Infotech’s turnover.