Cognizant Competitors Advertising Analysis

Goals

To understand how Cognizant's competitors advertising have changed in the last 20 years in order to help with a pitch to Cognizant.

Early Findings

As we dove into background research on the subject, we found the following insights:
  • Cognizant's top competitors include Accenture, Tata Consultancy Services, IBM Global Services, Capgemini, Infosys Technologies, Wipro, HP Enterprise, Tech Mahindra, HCL Technologies, among others.
  • IBM's advertising is about showing it goes the extra mile to learn about a client's business in order to help provide the right smart solutions the client needs to provide exceptional service and gain a competitive edge in the market.
  • Accenture's advertising message focuses on how it helps businesses harness the opportunity in disruption all over the world. They seem to position themselves as a partner that provides an all-round service to its clients.
  • Infosys Technology doesn't seem to employ TV commercials in its advertising to enterprises, however, they have sponsored TV commercials aimed at inspiring people in the past.
  • HP Enterprises emphasizes in one of its adverts that they provide solutions that enable businesses to be precise in their projections. The company's advertising targeted at enterprises seems a lot more formal and professional than its competitors.

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