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Situation Analysis

Brand HCL: Low Recall & Brand Equity


 
As compared to both its Global & Indian counterparts, HCLT ranks low in brand equity & unaided awareness.

Professional Services and Solutions 2011 Brand Tracking Study – Nov 15



Despite a good success, brand HCLT’s Core Identity - “EFCS” still had fragmented existence….

Over 100,000 copies already in the market with the book being translated in seven languages

Awards & Recognitions
EFCS book rated as a best seller in UK, France and India
The Thinkers 50 logo
HCL selected in the elite ‘Thinkers 50 List'

Forrester published a detailed report on EFCS
Forrester published a detailed report on EFCS

 
  • HCL Technologies still faced daunting issues with respect to communication & awareness about the company & EFCS as a philosophy. Being a large organization spread across 31 countries with 84,000+ employees divided amongst multiple verticals / horizontals, communicating streamlined messages about EFCS was a big challenge
  • Company’s various stakeholders had different perceptions and connotations of EFCS as a philosophy. Moreover, even with the success of EFCS globally, HCLT’s brand awareness & brand equity were low when compared to its global & Indian competitors who were riding high by extensively utilizing the digital arena, whereas HCLT lacked even a proper & consistent presence in the digital space with extremely meager community strength in principal social media platforms

EFCS Brand

Need for creating an “Awareness Super Highway”

  • What was required was to strategically convert the EFCS philosophy into a simple content format which is universal, easy-to-understand, engaging and that can cut across all the major touch points for HCLT. It was also realized that it would be difficult to engage stakeholders through traditional marketing channels to achieve the objectives. Hence, HCLT needed to strengthen its digital presence to create a global & defining impact.
  • All this brainstorming gave birth to the idea of Employees First Video, which encapsulated the core spirit of Employee First philosophy. After many months of meticulous planning, ‘The Employees First Effect’ video was created and launched on Feb 7, 2012 in HCLT's Official YouTube Channel - www.youtube.com/hcltechtube and the campaign around this online video has become a great marketing success for HCL Technologies.

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