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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Role of mass media advertising
• Using television ads for a high-end IT product
• and Price and Promotional offers in the IT industry

Keywords

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