Polaris – Marketing ‘Intellect Suite’ the FMCG way

Details

Case Code : CLMC-023
Publication date : 2005
Subject : Marketing Communications
Industry : -
Length : 03 Pages
Price : Rs. 100

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Key words:

Polaris Software Lab, IBM, Oracle, Sybase, Intellect Suite, Finnacle, Flexcube, Banking Financial services and Insurance (BFSI), Service Oriented Architecture (SOA), Systemware, Trema, Visionplus, Direct marketing, Price promotions and Road shows.

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

 

Abstract:

Polaris Software Lab was one of the first Indian companies to develop software solutions for the global Banking Financial Services and Insurance (BFSI) sector. This caselet examines the promotion strategy adopted by Polaris for its high-end IT product -- ‘Intellect Suite’ -- used in providing core banking solutions. It highlights the creative communications campaigns adopted by the company. The caselet also throws light on the various banking solutions available in the market.

Issues:   » Role of mass media advertising   » Using television ads for a high-end IT product   » Price and Promotional offers in the IT industry Introduction The banking sector has witnessed a sea change in the last three decades. It has been catapulted from the local level to the global arena and competition has intensified. As a result, the demand for cost effective solutions has gone up many times over. Companies like IBM, Oracle, and Sybase catered to the software requirements of global financial institutions.

Also, there were small niche players like Systemware for retail banking, Visionplus for credit card processing, Trema for Treasury solutions, and Cash tech for Cash Management solutions.

Questions for Discussion:

1. Polaris was the first company to advertise an Indian IT product, ‘Intellect Suite’ in the FMCG way through different advertising media. Explain the rationale behind Polaris’ decision to choose the mass media route to market its product.

2. What are the probable shortcomings that Polaris might face by trying to sell a high-end IT product in the FMCG way?