1. Alliances & Technology Unit (ATU) Marketing Plan (2014-15)

2. Objectives Common Objectives What do we want to Achieve
Generate incremental revenue
To be technology leader
Create mindshare in external audiences
Provide branding to TCS thru alliances
What do we want to Achieve
“Integrated” Campaign on Joint Solutions with ISU
Be a top 3 partner with our Alliance Partners
Create Mindshare of TCS capabilities within Partner Organization
Create Mindshare of Partner Capabilities within TCS community
Opportunities on Joint Solutions with partners

3. Our Key Partners

4. Key Strategy and Activities
Marketing Activities
Collaterals
Social Media
Partner Day
Partner Events
Solution Evangelization Sessions
Analyst Relations
Forum Participation
Case studies on Successful wins
Thought Leadership
White Papers
Evangelize TCS Brand Value within Partner’s Organization
Evangelize Partner Value within TCS
Positioning TCS to be technology leader in the external world
Generate opportunities on developed Solutions
Integrated Campaign

5. Key ATU Events - Across Geo’sQ1 Q3
ATU Events
Partner
Quarter
Location
CA World
CA Technologies Q1
Las Vegas, USA
IBM Connection
IBM
India
IBM Impact 2013
Citrix Synergy US
Citrix
CA, USA
EMC World
EMC
BlackBerry World
RIM
Orlando, USA
Microfocus partner event
Microfocus
TBD
Qonnections 2013
Qlicktech
Paradise Island, Bahamas
Systems Technical University
UK & Europe
Edge 2013
HP Discover
Hewlett Packard
Symantec Vision
Symantec
Las Vegas,USA
Focus
JDA
Orlando,USA
Informatica World
Informatica
Jboss World/Summit
Redhat
Boston,USA
Pega World
Pegasystems
Florida,USA
TEG OU's Reach out Events
Multiple
ATU Events
Partner
Quarter
Location
SW Universe
IBM Q3
Mumbai, India
Citrix Synergy Europe
Citrix
London, UK
Momentum Europe
EMC
Vienna/Europe
World Partner Conference
Microsoft
Houston, USA
Processworld 2013
Software AG
San Francisco, USA
System x and System Storage Technical University
Berlin, Germany
HP Software Universe
Hewlett Packard
Dubai,MEA
Tucon
TIBCO
Las Vegas,USA
BMC Solution Forum
BMC
New York,USA
DreamForce
SFDC
San Fransisco,USA
TEG OU's Reach out Events
Multiple
India Q4
ATU Events
Partner
Quarter
Location
IBM-TCS Golf Event
IBM Q4
Chennai, India
IBM Pulse 2014
Las Vegas,USA
Global Partner Summit
Google
CA, USA
Juniper Partner Conference
Juniper Technologies
Las Vegas, USA
Software Business Partner Kickoff
Virtual
HP Global Partner Conference
Hewlett Packard
Microstrategy World
Microstrategy
TEG OU's Reach out Events
Multiple
India
TEG Convention Q2
ATU Events
Partner
Quarter
Location
IBM Smarter Commerce Global Summit
IBM Q2
Orlando,USA
Pulse Comes to You 2013 UK
TEG OU's Reach out Events
Multiple
India
TEG Convention
Participate/Sponsor and leverage the platform to interact with Customers/Prospects and build potential Pipeline
*SAP&Oracle events will be part of EntSol Marketing

6. Projected Annual Budget For FY 2014-15
Quarter
Budget (Mn USD) Q1
0.15 Q2
0.05 Q3
0.10 Q4
Grand Total
0.40
SAP and ORCL events are not included, here, part of EntSol
Total projected Budget : USD 0.40 Mn

7. Communication
We have the updated Alliance & Technology Excellence portal but need ISU marketing support to propagate among relevant teams within ISU’S for awareness
Help us reach for you

8. Where Will We Need Help Corporate and Field Marketing IOU Marketing
Integrating Partners to our Marketing events
Marketing events execution
IOU Marketing
Leverage us as enabler for your customer proposals, include beyond PPT
Co-events with partners
Co-produced thought leadership article
Include ‘alliance’ angle in marketing campaigns
Collating customer business needs and wants
Target identification for monetization of “Solutions”
Integrate Partner Messaging in ISU external communications

9. Planned Marketing Activities FY 15
Events
Participate/Sponsor and leveraging the platform to interact with Customers/Prospects and build potential Pipeline for TCS
Launching of TCS solutions/offering at partner events
TCS senior management speaking slot on upcoming areas trends
Participation in international consortium forums
Collaterals
Joint Partnership Brochures
Joint solutions Brochures
Sales/Pres sales deck on solutions
Demo for Joint solutions
Case studies for Successful win
White Papers
Thought leadership articles
Influencer Relationships
Briefing sessions with analyst
Awareness with advisory groups about our Solutions
Press Releases on Solutions
Evangelization sessions
Road shows across different locations
Joint Workshop with Partners in collaboration OU’s
Webinar session for TCS community to create awareness about Partner Products & Joint Solutions
Direct Campaigns & Internal communications
campaign for Solutions(Internal & External)
Leveraging TCS and Partner social media pages to propagate our Capabilities/solutions/offerings
Communication on Knome, Knowmax, tcs.com etc
Customer Engagement
Customer roundtable focused on solution offerings
Customer testimonials for successful wins
Customer Validation for new/upcoming solution offerings

10. Vishal Mehrotra vishal.mehrotra@tcs.com + 91 922 317 9275
Yantra Park, Mumbai