Most Trusted Change Management Consulting/Service Companies

Jolly Nanda Founder & Managing Member

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From Editor’s Desk

Changeisaconstantintoday'sbusinessworld,andorganizationsmustcontinuallyadapttoremain competitiveandrelevant.However,changecanbeadauntingandchallengingprocess,requiringcareful planning,communication,andexecution.Thatiswherechangemanagementconsultingcomesintoplay

Changemanagementconsultingisaprocessthathelpsorganizationsnavigateandimplementchangessuccessfully.It involvesastructuredapproachtomanagingthepeoplesideofchange,includingassessingreadinessforchange, definingchangeobjectives,creatingachangeplan,andcommunicatingandexecutingtheplan.

Theimportanceofconsultingforchangemanagementinanorganizationcannotbeoverstated.Withouteffective changemanagement,organizationsmayexperienceresistance,confusion,andevenfailure,whichcanhave significantnegativeimpactsonproductivity,morale,andthebottomline.Withthehelpofchangemanagement consultants,organizationscanensurethatchangesareimplementedsmoothly,andemployeesareengagedand supportedthroughouttheprocess.Inshort,changemanagementconsultingprovidesorganizationswiththetoolsand expertiseneededtodrivesuccessfulchange,anditisanessentialinvestmentforanyorganizationthatwantstostay aheadintoday'srapidlyevolvingbusinessenvironment.

FeaturingforTheEnterpriseWorld’sthisissueofMostTrustedChangeManagementConsulting/ServiceCompanies arethestoriesofsuchcompanies.

Forthecoverreadabout-

Foundedin2015, isacompanythatspecializesindeliveringcomplexchange VIKRITIManagementConsulting managementprojects,allwithapeoplecentricapproach.VIKRITIisacertifiedwomanowned,minorityownedand smallbusiness.

VIKRITIManagementConsultingdifferentiatesitselffromothercompanieswiththeirdedicatedfocusonallthe, stakeholdersintheirclients’organizations.Thiskeyfactorensuresacceptanceandalignmentacrosstheentire organization,andhelpsthemimplementsuccessful,long-termchange.Mostcompaniesemployatopdown,metrics drivenapproachtostrategicchangeinitiatives,whichworkwellonpaperbutoftenfailwithouttrueemployee acceptanceandbuyin.VIKRITIManagementConsultingutilizesmetricstodeterminedirectionalchangebutthen focusesonthebarrierstoacceptanceandadoptionthatimpedelong-term,sustainablechange.

“Changemanagementisjustnotabouttherightideaoreventhecompletionoftheinitialimplementation.Truly successfulchangemanagementisaboutacceptanceofandbeliefinthenewprocess.Withoutthisfocus,companies donotexperiencefundamental,sustainablechange.Gainingthislevelofemployeeandstakeholderbuy-inrequiresa changemanagementprocessthatconsiderspeopleatalllevelsoftheproject.Notjustwhoarethekeypeopleleading butwhoarethepeopleresponsibleforadoptingandimplementingthechange,whataretheirpotentialobjectionsand barriersandmostimportantly,howcanthosebeovercome?”

This list is NOT a ranking. The companies on listed in magazine serve different aspects of the market, making ranking them in any order except revenue impossible and unfair. We try to bring a perfect platform for business organization to showcase their valued products/ services.

Leaders in Spotlight

Foundedin2015,VIKRITIManagementConsultingisacompany thatspecializesindeliveringcomplexchangemanagement projects,allwithapeoplecentricapproach.VIKRITIisacertified womanowned,minorityownedandsmallbusiness.

VIKRITIManagementConsultingdifferentiatesitselffromother companieswiththeirdedicatedfocusonallthe,stakeholdersintheir clients’organizations.Thiskeyfactorensuresacceptanceandalignment acrosstheentireorganization,andhelpsthemimplementsuccessful,longtermchange.Mostcompaniesemployatopdown,metricsdriven approachtostrategicchangeinitiatives,whichworkwellonpaperbut oftenfailwithouttrueemployeeacceptanceandbuyin.

VIKRITIManagementConsultingutilizesmetricstodetermine directionalchangebutthenfocusesonthebarrierstoacceptanceand adoptionthatimpedelong-term,sustainablechange.

“Changemanagementisjustnotabouttherightideaoreventhe completionoftheinitialimplementation.Trulysuccessfulchange managementisaboutacceptanceofandbeliefinthenewprocess. Withoutthisfocus,companiesdonotexperiencefundamental,sustainable change.Gainingthislevelofemployeeandstakeholderbuy-inrequiresa changemanagementprocessthatconsiderspeopleatalllevelsofthe project.Notjustwhoarethekeypeopleleadingbutwhoarethepeople responsibleforadoptingandimplementingthechange,whataretheir potentialobjectionsandbarriersandmostimportantly,howcanthosebe overcome?”

C O N T

YORK CITY

BRAND RESEARCH OBJECTIVES

HOW TO GENERATE B2B

LEADS: 11 TACTICS THAT GET RESULT

Jolly Nanda Founder & Managing Member

Takinganybusinesstothenext levelrequiresthecollaborative effortsoftheleaderandthe teamtoensurepositive,healthyteam cultureandalignment.Often,external coachingisneededtofacilitate alignmentandplanningbothwithin andbetweenteamssothebusinesscan achievetrulytransformationalgrowth. Managementconsultantsassess businesspracticesanddevelopviable solutionswiththecompanyleadersto aligntheoperational,cultural,and organizationalgoals,identifyproblems andcreatestrategicsolutions. Managementconsultantsalsohelpto identifytheoverarchingcompany

challengesandworkwiththeclientto drivebetteroutcomes.

ThisissueofTheEnterpriseWorld's MostTrustedChangeManagement Consulting/ServiceCompaniesis featuringVIKRITIManagement Consulting,acompanythatassists theirclientstoharnessthepowerof changetoachievesuccessinthe marketplace. Foundedin2015,VIKRITI ManagementConsultingisacompany thatspecializesindeliveringcomplex

changemanagementprojects,allwitha peoplecentricapproach.VIKRITIisa certifiedwomanowned,minorityowned andsmallbusiness.

TheCompany

VIKRITIdifferentiatesitselffromother companieswiththeirdedicatedfocuson allthestakeholdersintheirclients' organizations.Thiskeyfactorensures acceptanceandalignmentacrossthe entireorganization,andhelpsthem implementsuccessful,long-term change.Mostcompaniesemployatop down,metricsdrivenapproachto strategicchangeinitiatives,whichwork wellonpaperbutoftenfailwithouttrue employeeacceptanceandbuyin.

VIKRITIutilizesmetricstodeterminedirectionalchange butthenfocusesonthebarrierstoacceptanceandadoption thatimpedelong-term,sustainablechange.

ChallengingtheChallenges

Whenamarketiscrowded,withmanyorganizations offeringseeminglysimilarservices,itcanbedifficultfora companytogainastrongfootholdespeciallyintheearly stagesofgrowth.Gainingnewclientscanalsobe challengingwithoutalongtrackrecord.Askedabouttheir pathtosuccess,CEOandFounderSushmeetaJollyNanda stated:

Itwasin2018whenthecompanybegantogrowrapidly Thatyeartheystartedworkingonmultipleprojectsacross multipleclients.Bythesummerof2018,VIKRITIpivoted tohavingseveralteamsworkingonseveraldifferenttypes ofinitiatives.

“Changemanagementisjustnotabouttherightideaoreven thecompletionoftheinitialimplementation.Truly successfulchangemanagementisaboutacceptanceofand beliefinthenewprocess.Withoutthisfocus,companiesdo notexperiencefundamental,sustainablechange.Gaining thislevelofemployeeandstakeholderbuy-inrequiresa changemanagementprocessthatconsiderspeopleatall levelsoftheproject.Notjustwhoarethekeypeople

“With the right network and some early successful engagements and testimonials, we were able to grow quickly and gain some marquee clients.”

“Our revenue jumped 300% as did our employee growth. We went through our internal change management challenges as we adopted more robust and standardized best practices and tools. This resulted in Vikriti's ongoing ability to scale quickly yet cost effectively to continue to provide excellent value to our clients.”

leadingbutwhoarethepeople responsibleforadoptingand implementingthechange,whatare theirpotentialobjectionsandbarriers andmostimportantly,howcanthose beovercome?”

TheProductsandServices

VIKRITIhas3practices:

thenexusofsuccessfulchange, VIKRITIhasadeepbenchofexperts intheirparticularpracticeareas.These expertscanaddressnotonlythehighlevelneedsoftheclientsbutprovide specializedexpertiseinspecificand uniqueareasoftheindustry.

StrategicPlanningandChange

Ÿ ManagementConsulting(MultiIndustry)

Ÿ Consulting

HealthcareandLifeSciences

Ÿ

TechnologyConsulting

Inadditiontotheirfocusonpeopleas

Inhealthcareandlifesciences, VIKRITIhasexpertsinfieldsas diverseasIntellectualPropertyand Patentstrategy,Reimbursement, RegulatoryandClinical,Paymentand Utilization,Commercialization StrategyandPlanninginadditionto manyotherareas.

TheNextBigThing

VIKRITIisstructuredtobeableto respondtothechangingneedsofthe

“Our decision process is typically based on strategic and philosophical t of a new product or service, the revenue potential and expertise requirements.”

market.Thecompanyhaspurposely keptaflexiblestructurewithan extensivenetworkofexpertstoenable themtorespondtoopportunitiesinthe marketwithoutsignificantadditional costs.

ThenextbigthinginVIKRITI's arsenalofservicesisAltheia,aproduct theyhavedevelopedtoaddressthe spirallingcostofhealthcareandlackof improvedoutcomes.Altheiaisa wellnessanddiseasemanagement applicationbuiltonapowerfuland uniquelydesignedpredictivehealth platform.

SalientfeaturesofAltheiaare:

Itisdesignedtoprovidetruepredictive data.Bycreatingaprobability predictionof5chronicdiseases(CKD, CAD,Hypertension,Diabetesand COPD),Altheiahelpsinpredictive analysisofapatienthealthand possiblechronicconditions.

Itallowslongitudinaldatawhich simplymeansthatapatient/member andotherstakeholdersinthe ecosystemareallowedtoinputdata withthepatient'sconsent,thiscanbe anytypeofdataincludingclaims, clinical,wearable,etc.Thepredictive capabilitiesoftheapplicationbecome evenmoreaccurateasmoredatais provided.Altheiaalsoprovides completetransparencyregardinghow predictionsaredevelopedandhow accuratetheyare.

Thecompany'sinitialmarketfocusis self-fundedemployergroupsandtheir caremanagementprovidersaswellas smallerregionalinsurancecompanies anddigitalhealthcompanies.

SushmeetaJollyNanda-Leadingthe Way

StrategicOperationsExecutive Testimonial

Whenleadingtheorganizationtogreat

“This enables us to customize engagements to t each client's specic needs.”

“The reason I believe this is so critical is to create sustainable long-term success.”

Are your team your corporate CHANGE

BEGINS WITH PEOPLE™

Using the VIKRITI Approach, analyses, develop operational structures — all to harness toward optimum performance. organizations and $80

team members aligned to corporate mission?

Approach, we facilitate conversations, perform strategic operational playbooks, and streamline your business harness the forces of change that drive your organization performance. We’ve delivered proven results for start-up $80 billion industry leaders alike.

heights,onesimplemantraJollyswearsbyisthattrulysuccessfulentrepreneurs focusnotonlyontheneedsofthemarketandhowtobuildsolutionstoaddress thoseneedsbutalsoontheirstakeholders,whethertheyareinvestors,advisors, oremployees.

Enterprisingacompanyisachallengewheretheleadersneedtobeawareof everylittlethingthatishappeningaround.Whenbuildingateam,theyneedto understandthestrengthsoftheteamandtakeastepahead.

Jollyhasover26yearsofexperienceleadingtechnology,strategyand integrationwithinthehealthcare,lifesciences,retail,andmanufacturingsectors. Provenresultsincreationandexecutionofenterpriseroadmapsleadingto optimization,processre-engineering,Offshoring/Outsourcing,reductionof operatingcostsandincreasedcustomersatisfaction.

InherexecutivejourneywithVIKRITI,onethingJollypridesherselfisofthe partnershipsshehasestablished.Thesepartnershipshaveallowedhertobring therightexpertsforVIKRITI'sclients.

Growingthenetwork,therightwaywasapivotalmomentwhenyourealizeyou needtogrowyourbusinesstobringthebestofthebestforyourclients.With constraintsofasmallbusiness,theonlywaytodothisisviastrategic partnerships.

“We have been blessed to have been able to create these partnerships and through them have gained mutual success.”

NewYorkCity!Justthename makeseyessparkle,dreams biggerandeverythingmuch merrier Withanoverwhelmingamount ofopportunities,toanartist,awriter,a banker,anengineer,younameitand NewYorkhassomethinginstorefor you!

comprisesoffiveboroughs,eachof whichextendswitharespective countryofthestate.Thefiveboroughs are-

Ÿ BrooklynortheKingsCountry

Ÿ QueensortheQueensCountry

vastmajorityofpeoplepouringinfrom overtheworldhavemadeNewYorka culturalcapital,withawhopping800 languagesspokeninthecity,akindof linguisticdiversitythat'shardtofind anywhereelse.

Beforewediveintotheextravagant cultureofNewYork,letusfirst understandNewYorkCityislocatedononeofthe world'slargestnaturalharbors,which extendsintotheAtlanticOcean.It

Ÿ ManhattanortheNewYork Country

Ÿ TheBronxorBronxCountryand

Whataresomegeographical featuresofNewYorkCity?

Ÿ StatenIslandortheRichmond Country

ThemetropolitanofNYCmakeupthe premiergatewayforanylegal immigrationtotheUnitedStates.The

What is the history of New York City?

17th Century New York

The Dutch founded their rst permanent trading post

Thecityisahometomorethan3.2 millionresidentsbornoutsidethe UnitedStates.Asof2022,theNYC metropolitanareahadproducedan estimatedgrossmetropolitanproduct ofover$2.1trillion,toppingthelist worldwide.Withthisestimateinmind, thecityalsohousesthehighestnumber ofbillionairesandmillionairesofany cityintheworld.

The rst black slaves arrived, who played a major role in forming the colonies.

A Wall was built to protect New Amsterdam, across Manhattan Island. The street next to it was call The Wall Street.

Giovanni da Verrazano discovered New York Harbor

Henry Hudson sailed up the Hudson River

Peter Minuit bought Manhattan from the Native Americans.

The English arrived in New York.

18th Century New York

Bythistime,NewYorkhadalmostdoubleditspopulation,andthemainindustryinthecitywasthatofmilling.

The New York Gazette, the rst newspaper began its publication.

1725

1732

The rst theatre in New York was opened

19th Century New York

1754

1784

Kings College (Now Columbia University) was founded. The Bank of New York was founded.

1789

1792

George Washington took his presidential oath at Federal Hall. Trading in stocks and shares took place in and around Wall Street.

1820

The rst line of New York Subway was opened.

1904

1826

New York became the largest city in the USA with a population of 123,000. Washington Square Park was created.

New York University was founded.

1831

1845

New York City Police Force was founded.

Madison Square was opened.

1847

1851

The New York Times began publication.

1886

The Statue of Liberty was dedicated by President Grover Cleveland

First telephones were installed in NYC

1878

1872

Bloomingda le's was founded.

Frederick Law Olmsted and Calvert Vaux created Central Park.

1858

1858

Macy's was opened

WhatisthestorybehindTheStatue ofLiberty?

“We will not forget that Liberty has here made her home; nor shall her chosen altar be neglected."

—PresidentGroverCleveland, acceptingtheStatueofLibertyon behalfoftheU.S.,October28th,1886

TheStatueofLibertystandstallinthe UpperNewYorkBay,representingthe universalsymboloffreedom.The StatueofLibertywasoriginallygifted

byFrancetotheUSAasanemblemof strengtheningfriendship,andalsoasa staunchsignoftheirmutualwishfor liberty

Overthemanyyears,ithasevolved intosomuchmore.Itisalsoregarded astheMotherofExiles,whostands strong,welcomingthemillionsof immigrants,asanepitomeand embodimentofempathy,hopeand opportunityforeveryonewhoisin searchofabetterlifeintheUSA.

RepresentingthespiritofAmerica itself,thestatueexcitesthedesirefor freedominpeopleallovertheworld.

Hereareafewinterestingfactsabout TheStatueofLibertyyoudon'twantto missouton-

Ÿ TheStatueisinspiredbyaRoman Goddess,Libertas-goddessofliberty.

Ÿ LadyLibertyoriginallywasbrownin color,beingmadeoutofpurecopper However,after1900itbeganto developagreenpatinaduetothe oxidation.

Ÿ TheStatueofLibertyusedtobea lighthouseandguidedshipsinNew York'sharbor

Ÿ LadyLibertyhasbeenstruck600 timesbyalightningbolt,butnoneof theboltshavecausedanykindof severedamagetoit.

Ÿ ThecrownofLadyLibertybears7 spikeseachrepresentingtheseven oceansandcontinentsoftheworld.

TheWallStreet-What'stheStory behindtheChargingBull?

TheChargingBullortheBigBullon theWallStreethastodaybecomethe universalsymboloftheAmerican stockmarketanditsbigbusiness.Itis alsooneofthemostvisitedand popularsightsinthecity.Touristspour infromaroundtheworldtoseethis bronzebeast.

TheChargingBullsculpturewas createdbyanItalian-Americanartist, ArturoDiModica.DiMonicacameto NYCinthe70s,andbeinginspiredby thecity'senergyheopenedastudioon

GrandStreetinthemoderndaySoHo.

DiMonicastartedworkingonthebull afterthestockmarketcrashof1987, wherehefeltheowedsomethingtothe Americansforsograciouslyaccepting himandsupportinghiscareerasa sculptor.

Hepaidawhoppingsumof$360,000 ofhisownmoneytobuildthe ChargingBull.WiththeChargingBull, hewantedtoinspirepeopletocarry throughhardtimesandcelebratethe consistencyandperseveranceofan Americanbusinessprofessional.He chosethebulltorepresenttherising marketandathrivingeconomy,which everybodywasfightingforafterthe bigcrash.

WhatistheBestTimetoVisitthe Bull?

Unliketheothermonumentsofthecity, forexampletheStatueofLiberty, ChargingBulldoesnothaveanytickets andhasano-costadmission.TheBull standsinthemiddleofthestreet,soyou canveryeasilyvisititanytimeofthe day

Bymid-day,youcanfinddozensof peoplelinedupinfrontforasnap.So,if youwanttogazeattheBullwithout anyonepesteringtomovealong,you willhavetoshowupearlyinthe morning.

ATraveler'sTip-

Wintercanbeagoodtimetovisitthe Bull.Owingtothesnowy,chillydays youcanfindfewerpeoplearound.And ifyouarelucky,youcanalsofindthe Bullcoveredinablanketofsnow!

AlwaysToppingtheLists-

HereiswhyNewYorkCityisalways onthe'TopCitiestoLiveIn'listsIt'sDiversity

NewYorkisregardedasoneofthemost diversecitiesintheworld.Thecityis alsosometimesreferredtoasThe MeltingPotbecauseofthenumberof immigrantsmovingherefromaround theworld.

Itsdiversityiseasilyreflectedinits food,art,music,cultureandthe neighborhoods.

HereisafunthingtodoinNYC-

YoucanvisittheTenementMuseumand exploreNYC'simmigrationhistory.You willbeabletovisitthe19thcentury tenementbuildingandlistentothe storiesoffamiliesthatlivedthere.

TheDeliciousFood

Youask'WhyisNewYorksofamous?'

Theanswerisincompletewithoutatour tothelocalculinaryculture.

NYSisafoodie'sparadise,mostly becauseofitsgloballyinspiredcuisine andalsoaheavyinfluencebymany culturesofthecity.

WonderingwhatfoodNYCisfamous for?SomeofNewYork'smostfamous foodsincludetheclassicslikethatof NewYorkbagels,NewYorkpizza,and theNewYorkcheesecake.

Becauseofitsmulticulturalnature,it alsohousesauthenticcuisinesacross theglobe.Tonameasingleplacetotry amazingdisheswouldbehard,butyou canvisittheQueensNightMarketin Queens.Inthisopen-airweekend market,youcantryfoodfrommore than100localvendors.

Smorgasburgisanotherweekend marketgenerallyfoundinBrooklyn, Manhattanandafewotherplaces.If youareinthemoodtocruisearound, enjoybeautifulsceneryoftheNew YorkCity,whileenjoyingPhilly cheesesteaks,Chinesebaobuns, Filipinostreetfood,Indonesianrice bowlsandsomuchmore,The Williamsburglocationwouldsuityou thebest.

NewYorkisalsofamousforsomeof thebestandthemostuniquerestaurants intheworld.LikeCaféSerai,where youcantastetheReubenMomos,the traditionalTibetandumplingswitha NewYorktwisttotopitoff.

Therealsoareanumberoffoodtoursin NYCwhereyoucanbeanaudienceto thestoriesofdifferentneighborhoods throughfood.Someoftheminclude-

Ÿ NYCGreenwichVillageItalian FoodTour

Ÿ NewYorkCityLowerEastSide Culture&FoodTastingsTour

Ÿ Chinatown&LittleItalyFoodFest

TheMuseumsofNewYork

NewYorkhostssomeamazingand world-classmuseumsandmanyof themhaveafreeentry.

Ÿ MetropolitanMuseumofArt

Ÿ AmericanMuseumofNatural History

Ÿ MuseumofModernArt

Ÿ WhitneyMuseumofAmerican Artand

Ÿ GuggenheimMuseum

Thesemuseumshavethemost impressiveandawesomecollections ofartandotherhistoricalartifacts.

Broadway-ACelebrationofArt

OneofthemainreasonswhyNew Yorkissofamousistheincredible showsonBroadway!

NewYork,withtheculturallyrich anddiversevisualandperforming artsscene,isthemostcelebrated destinationsfortheatreglobally. Broadway'sstageshaveheld countlessplaysandmusicalsand someofthebestperformershave gracedthestage.

Here'satipifyoulovetoursdearly-

YoucanbookaBroadwayTheaters &TimesSquarewithaTheater Professionalexcursionanddivedeep intothehistoryandcultureof Broadway.

TheExtravagantHolidays

Therearejustafewothercitiesin theUnitedStatesthatgoalloutto celebratetheholidaysasNewYork.

ThanksgivinginNewYorkCityisa bigfestival.Macy'sThanksgiving DayParadeservesasanunofficial starttotheholidayseason,andthe tinkerlightscomeoutdecoratingthe

citywithwidesmilesandahappy spirit.

Andthencomesthebiggestfestivalof thecity-Christmas.Wehaveall watchedHomeAlone-LostinNew Yorkamilliontimesduringthe holidays,andhavebeenmesmerizedby thebeautyofthecity.Itissomething yousimplycan'tmiss.Thebeautiful windowdisplays,eventsinthecity, decorations,everylittlethingtakesthe atmospheretoanotherlevel.Watchthe cityturnintoatruewinterwonderland aroundChristmas.

Architecture

Amoderncitywithbusybrokersand aspiringstudents,youwouldthinkitis hardtofindtimetositandappreciatea beautifulbuilding.Buttheglass skyscrapers,silhouettesofsomeofthe mosticonicbuildingsliketheEmpire StateBuildingandtheChrysler BuildingmakeforNewYork's impressiveandstrikingskyline.

Ifyouwanttogetmoreknowledge aboutthecity'sarchitecture,youcan considerthefollowingtours-

Ÿ NewYorkCityarchitecturetour

Ÿ NewYorkDowntownArchitecture audiotour

Ÿ FlatironFood,Architecture& HistoryTour

Youcanalsolookoutforthe ManhattanArchitectureYachtCruise. Onthisspecialtouryoucansipon wineandbeersittingina1920s-style yachtandlistentothenarrationfrom theAmericanInstituteofArchitects (AIA).Thisisoneofthebestandmost soughtafterManhattanskylinetours available.

VibrantCulture

NewYorkishometoincredible culturalinstitutions,hasmesmerizing

artmuseumsandthefamous BroadwayTheater.Butitslegacyofa vibrantculturegoesevenfurther

NYCisalsofamousforahappening musicscene.Fromthefunkyuptown jazzclubstothepopulardowntown punkmusichistory,NewYorkhas beenknowntobeamusichub.

Addingtothat,thecityisalsooneof thefashioncapitalsoftheworld,with itsfashionrootsdatingbacktothe 19thcentury Today,thefashionscene ofNewYorkhasevolved,wherethe cityisahosttotopannualFashion

Weeks,andalsoholdssomeof themostfamousfashiondesigner andretailerheadquartersthan anyotherUScity

Thecity'shardandfastlifestyle andthebittersweetnaturehas beenaninspirationforcountless books,movies,anditisalso amongthemostfilmedcitiesin theworld.

RESEARCH RESEARCH

OBJECTIVES OBJECTIVES

BRAND

RESEARCH BRAND RESEARCH

OBJECTIVES OBJECTIVES

BrandResearchObjectives

Marketingisamultilateralendeavor

Thisisbecausebrandsthemselvesact likecompleteecosystems.Whilea businessisprimarilydefinedbyits productsandservices,thesearen’tthe onlyelementsthatdefineitsmarket identity.Everybrandhasits personalityandindividuality These featuresarecreatedfromamix incorporatingthecontributionofthe employees,thegoalsandmissionof thecompany,aswellastheethos associatedwithyourbrand.

Ifyoucreateatrademark,suchasa catchphraseorabrandmascot,itwill alsobeassociatedwithyourbrandand beincludedintheoverallpersonality ofyourbrand.Itmaysound unbelievabletothinkthatacompany wouldbeassociatedwithsomethingas complexascharacteristicsandfeatures resemblingacharacter,butthisisthe truthofmarketing.

Andifyourcompanyisassociated withpositivefeatures,yourmarketing ismorelikelytoworkinyourfavor Clientswillbeintriguedtogiveyour productsatry.Somemaybecome constant,loyalcustomerswhokeep returningtoyourcompany.Others mightevenmaketheswitchbetween yourcompetitors’productsandyours. However,inordertoachievethis,you mustensurethatyourmarketing strategyworksperfectly

Whatisbrandresearch?

Ifyouwanttocreateapositiveoverall perceptionofyourbrand,youmustbe awareofhowthemessagingyouput forwardaltershowcustomersperceive yourcompany.Maintainingaconstant flowofcommunicationwithyour customersenablesyoutomakesound branddecisionsanddevelopin accordancewiththeexpectationsyour customershaveofyou.Brandresearch

helpsyouachievethisgoal.

Marketingresearchisatoolthatis usedtocreateapertinentstudyofthe goodsandservicesyourbrandoffers. Therearealwaysissuestobesolved withinyourbrand,policiestochoose from,andobjectivestomeet.However, marketingresearchisstillarelatively newfield.BrandResearchhasbeenan integralpartofthepictureformuch longerinmanyotherareasand industries.Comparedtomedicineor chemistry,forinstance,researchdone onthesubjectofmarketingcanstillbe consideredtobeinitsincipientstages.

Thestudy’sprimaryconcernisto discoverthemainneedsofthe customersandfindwaystomeetthem inthebestpossiblemanner.Starting withthepropermeasurements,this typeofBrandResearchcanserveas oneofthemostvaluableassetsofany marketingtask.Onceyou’reawareof thewantsanddemandsofyourtarget consumers,youknowwhatchanges youmustmaketoyourproductsin accordancewithyourrequirements.In away,itisthebestwaytoanswer customerwishesandcreatelong standingbrandloyalty

BrandResearchanalysis

Ifyouwanttolearnaboutbrand research,yourbestoptionistosplitit intoseveralcomponentsthatcanbe thoroughlyanalysedindividually. Someofthemincludethefollowing:

BrandResearchanalysis:Thisstrategy focusesonunderstandingtheprocesses thatcreatebusinessvalue.The brandingstrategiesusedwithinyour companyareofparticularinterest,as wellasthesystemsandmethodsyou plantousetoachieveyourmarketing goals.Ideally,youshouldkeepas muchaspossibleinlinewithyour establishedbrandpersonality.Your company’sidentityissignificantfor

loyalcustomers,andasuddenrebrand cancausetheirconfidencelevelsto dropsignificantly

Positioning:Asthenameimplies, positioningseekstodefinewhata brandstandsforandhowitmeasures upagainstitscompetitors.Customers formparticularopinionsbyinteracting withdifferentbrands.Yourgoalasa businessowneristoattemptto influencetheirviewofyourcompany inapositivemanner.Brandpositioning canbesubdividedintofourother categories:productclass,consumer segmentation,consumerperception comparedtootherenterprisesoffering thesameservices,andthebenefits associatedwithbuyingtheproducts.

Design:Formany,itmaynotseemlike oneofthemostcriticalaspects,butthe designiscrucial.Itsabilitytochange theperceptionofcustomersisoften underestimated.Itspowerliesinthe factthatvisualcuesareoftenableto reachthemindinawaywordscannot. However,whenyou’replanningto expandtoglobalmarkets,youmustbe mindfulofculturaldifferences.The samepicturelikelywon’tbeperceived thesamewayacrosstheglobe.

Somethingpleasingoramusing somewheremayseeminpoortasteor downrightoffensivesomewhereelse. There’salsothepossibilitythatjokes orpunswon’ttranslateaswellacross differentspaces,andinsomecases,the messagemightevenfallcompletely flat.

Thequestions

Whenyourunabusiness,there’salot onyourplate.Youhavecreateda developmentplanandhaveasetof goalsinmind,butachievingthemcan bedifficultsometimes.However,when youmakemarketresearchthe backboneofyourbranddevelopment strategy,youhaveamuchhigher

chanceofsucceeding.Forinstance, youmightconsiderimproving customerexperienceandboosting sales.ThroughBrandResearch,you canidentifyhowpleasedclientsare nowwithyourbrand.Surveysand analysisarethebestwaytocreatea comprehensiveportraitofthesituation. Afteryouidentifythepossibleareas whereyoucoulddobetter,youcanfind waystomaintainorboostsatisfaction

withyourbrandandincreaseloyalty.

Youmightalsobewonderingwhatthe bestwaystoattractnewcustomersare. Havingasolidbrandimagewillenable youtomaintainaloyalclientele,butit canalsopreventyoufrombecoming inaccessibletonew,potentialclients. Toexpand,youalsoneedtobroaden yourclientele.Marketresearch strategieswillenableyoutodiscover

thedemographicmostlikelyto purchasefromyouandhowyoucan makethemmoreawareofyour company’spresenceonthemarket. Youmightalsodiscovertangents betweenthedemographicmostlikely tobuyfromyouandothergroups, enablingyoutocreateamore extensiveclientele.

Growingabusinessischallenging.You musttakemanythingsintoaccountas youstart,butbrandresearchcanhelp youreachyourobjectivesfasterthan expected.

EVERYONE ON PLANET TO ACHIEVE MORE

Formorethanadecade,

Microsofthasbeenthemarket leaderinoperatingsystems.It wasestablishedbyBillGatesandPaul AlleninAlbuquerque,NewMexico,in 1975,46yearsago,andiscurrently flourishingallovertheworld.Inthe 2020Fortune500listofthemost significantUScompanies,Microsoft cameinatnumber21.Itisvaluedas thethird-highestglobalbrand.The businessisadigitaloperatingsystems leader

OnApril4,1975,BillGatesandPaul AllenestablishedMicrosoftinorderto createandmarketBASICinterpreters fortheAltair8800.Inthemiddleofthe 1980s,MS-DOSandthenWindows propelledittothetopofthemarketfor personalcomputeroperatingsystems. Threepeoplebecamebillionaires thankstoMicrosoft's1986initialpublic offering(IPO)andsubsequentincrease inshareprice,whileanestimated

12,000Microsoftemployeesbecame millionaires.Sincethe1990s,ithas movedfromtheoperatingsystem industryandacquiredanumberof businesses.Theirgreatestacquisition wasLinkedInfor$26.2billionin December2016,whichwasfollowed bySkypeTechnologiesfor$8.5billion inMay2011.

In2018,Microsoftrecaptureditstitleas themostvaluablepubliclytraded businessintheworldafterbeing dethronedbyApplein2010.After AppleandAmazon,Microsoftbecame thethirdAmericanpublicfirmtohavea marketcapof$1trillionormorewhen itdidsoinApril2019.Microsoftwill havethefourth-highestworldwide brandvaluationasof2022.

JourneyofMicrosoftMicrosoftisadailyandregularword usedineverycorporatesector The

globalproductisownedbyMicrosoft CorporationbasedinAmericaisa multinationaltechnologycorporation. Theassociatedservicesheadquarters aresituatedatMicrosoftRedmond campusinRedmond,Washington, UnitedStates.Thebestproductsof MicrosoftaretheWindowsseriesof operatingsystems,themicrosoft officesuiteandinternetexplorer,etc. TheXboxvideogamingconsolesand theMicrosoftSurfacerangeof touchscreenpersonalPCsareitstwo mainhardwareofferings.Microsoft wastheworld'slargestsoftware companybyrevenueasof2019;it wasplacedNo.21intheFortune500 rankingsofthelargestAmerican firmsbytotalrevenuein2020.Along withAlphabet,Amazon,Apple,and Meta,itisoneoftheBigFive Americantechnologicalfirms.The journeyofMicrosoftkickstartedwith abasicsetup.

The current global venture was founded by Bill Gates and Paul Allen on 4th April 1975 with the main motive to produce and sell BASIC interpreters for the Altair 8800.

As a result of an arrangement the company made with ASCII Magazine in Japan in August 1977, ASCII Microsoft opened its rst overseas ofce.

In the middle of the 1980s, MS-DOS and then Windows propelled it to the top of the market for personal computer operating systems.

Since the 1990s, it has moved from the operating system industry and acquired a number of businesses.

Microsoft started to reevaluate its products and broaden its product line into computer networking and the World Wide Web after Bill Gates' internal "Internet Tidal Wave letter" on May 26, 1995.

Microsoft released Windows XP on October 25, 2001, combining the NT codebase with the mainstream OS line. Later that year, the company introduced the Xbox, breaking into the Sony and Nintendodominated market for video game consoles.

Microsoft, which was becoming more active in the hardware market after the launching of Xbox, introduced the Zune line of digital media players in 2006 as the replacement to its earlier software platform Portable Media Center.

The Windows Vista released in 2007 featured the security and redesigned user interface dubbed Aero, following with the release of MS Ofce 2007 with the feature of Ribbon user interface.

Throughout the 2011-12 Microsoft restructured its identity with focusing on logo, products, services, etc.

Microsoft released a x for Windows 10 in January 2018 to address CPU issues brought on by Intel's Meltdown security aw. The patch caused problems with the virtual machines running on Microsoft Azure that use Intel's CPU architecture.

On June 24, 2021, Microsoft announced Windows 11.

ThegrowthofMicrosoftandits productsandservicesiswitnessed bythewholeworld.Inaninterview withMr.BillGatesmentionedthe growthofMicrosoftcreditingitto theirteam.

ThesurveyofMicrosoft's StatisticalStudies-

Microsoftbeingaglobalventure todayhasnoneedofany recognitionstrategyormarketing strategy Thecorporationbeingan InformationandTechnologybased corporationworksmostlyonits productsandservicesrelatedto databasesandsoftwares.The4Ps fromthemarketingmixworkson pointformicrosoft.The4Ps includesProduct,Price,Place, Promotion.

ProductMix

Aproductissomethingthatsatisfiesthe needsanddesiresoftheconsumer, whereasaproductmixisthevarietyof thatproduct.Microsoftisaretailerof bothhardwareandsoftware.Computers, laptops,tablets,Xbox,andphonesare amongtheirhardwaregoods.Microsoft OfficeandWindowsOSareamongtheir softwareproducts.Microsofthasabroad rangeofproducts.Itisprimarily renownedforits

Ÿ Devices

Ÿ Softwares

Ÿ Apps

Ÿ Games

Ÿ Entertainment

PriceMix

Pricemixisthemethodusedto determineaproduct'spriceasopposedto price,whichreferstothemonetaryvalue ofaproduct.Microsoftfrequently employstheBuyOnlyWhatYouUse, Freemium,andMarket-orientedpricing strategies.

Ÿ FreemiumPricing

Ÿ Productline

Ÿ PenetrationPricing

Ÿ PriceSkimming

PlaceMix

UnderPriceMix,Microsoftprovides thefollowingservicestoitsclients:

Ÿ Customerscaneasilyselect productsandservicesfrom Microsoft'sofficialwebsitebased ontheirneeds.

Ÿ Microsoftoffersretaillocationsall overtheworldwherecustomers mayusetheguidanceoftechnical advisorstomakesmarterdecisions.

Ÿ Additionally,Microsofthas approveddealersanddistributors. Microsoft'sstrategicallysound locationmixmakesitsproducts readilyavailabletocustomers worldwide.Nowlet'stalkabout Microsoft'spromotionalstrategyto discoverhowitkeepsitspositionat thetop.

PromotionalMix

Withtheaidofitspowerfulbrand image,Microsoft'spromotionalstrategy preciselyaddressesitstargetmarket.It advertisesitsproductsonanumberof

Twitter,Google,Instagram,etc. Microsoftemploysanumberof differentpromotionalstrategies, includingadvertising,directmarketing, andsalespromotion.Itreachesits intendedaudiencethroughastrategic channel.Microsoft'svarietyof promotionsincludes-

Ÿ Advertising

Ÿ SalesPromotion

Ÿ DirectMarketing

Ÿ PersonalSelling

Ÿ PublicRelations

EffectofCOVID19onTheglobal enterprise-

Evenbeforethepandemic,scientists havelongponderedtheimplicationsof aworldinwhichreportingforworkno longermeantreportingforwork.Ifwe hadtheabilitytodisconnectfrom actuallocationsthankstocontemporary technology,howmightour employment,offices,andworkdays change?Whatwouldbethegenuine advantages?Whatwouldtheobstacles be?COVID-19thenstruck.Everything changedandbecameunpredictable fromabusinessstandpoint,butfroma researcher'spointofview,itoffereda hugeopportunity.Thiswastheperfect opportunityforsocialscientiststo

ofanentirelydigitalworkforce.

EarlyinMarch,justadayaftertheorder wasissuedforallemployeesat Microsoft'sRedmond,Washington headquarterstostayathome,scientistsat thecompanystartedthinkingaboutthe researchpossibilities.Thechiefscientist forMicrosoft'sExperiencesandDevices, JaimeTeevan,anddirectorofapplied scienceBrentHechtmetonlinewitha dozenothercolleaguestodiscusswhat hadjustoccurred,whatwasaboutto occur,andwhatitallmaysignify.Hecht assertsthatoneofMicrosoft'sadvantages isthestaffmembers'intensecuriosity.

Ofcourse,thebalancebetweenbenefits andlosseswasfarfromclear-cut.A significantminusforsomewasabonus forothers.Workingfromhomeandbeing freeofofficeinterruptionshadbeena blessingforsomepositions,butithad beendifficultformanagersand employeesinmorecollaborativefieldsto recreatethecreativefrenzyof brainstormingsessions.Nearlyevery benefit hasaconcomitantdrawback. However,acloserlookatthedatasofar offershelpfulinsightsthatmightnotonly guideusthroughthedifficultiesweare currentlyfacingbutalsoinfluencehow wemightthinkaboutmakingthings betteroncewearepermittedtoreturnto ourworkplaces.

ConclusionofTheCaseStudy-

Insummary,Microsoftisthemarket leaderbecauseofitsdominantworldwide presenceandleadership.Their welcoming“perfectcoffeeshop atmosphere”shouldbealong-term competitiveadvantage.Thecompany's retailoutletsandon-sitecollaborations haveearnedhigherresponserates, puttingtheminfrontofthepackinthe maturebusiness.Asaresultofitsallencompassingmarketingapproach, Microsoft enjoysastrongglobalmarket

About Microso

Microsoft is among the most well-known brand brands in business. However, company cofounder Paul Allen originally gave the business the moniker Microsoft, which was a mix of the phrases ``microcomputer" and "software."

3.

Gates planned to rename the original Windows operating system to "Interface Manager" when it was still being developed. The moniker was initially used exclusively internally, with intentions to continue using it when the OS was eventually made available to the general public.

1. 2. 3.

Over the years, Microsoft has used a number of distinctive logos, all of which are instantly identiable. However, the original Microsoft logo was created in less than a day by co-founders Bill Gates and Paul Allen.

4.

One of the company's most well-known software offerings is Microsoft Ofce, which includes favorites like Microsoft Word, Excel, and PowerPoint. Despite the obvious connection to Microsoft, some people would be surprised to learn that Microsoft Ofce rst appeared on the Mac before moving to Windows.

While the typical Microsoft employee may come to mind as a serious coder, they prefer the seriously adorable moniker "Softie." The average softie is a male American resident who works for a company with more than 180,000 people worldwide.

HOW TO GENERATE B2B LEADS: 11 TACTICS THAT GET RESULT

Bothmarketingandsalesneedto

worktogethertounderstandthe painpointsoftargetpersonas anddevelopanactionplanfor generatinghigh-qualityleadstodrive theirbusinessgoals.

Tomakeyourjobeasier,we’ve compiledalistof11B2BLeads generationtacticsthatwillhelpyou capturepaidandorganicleadsand generatehigherconversionsforyour business.

HereisHowtoGenerateB2BLeads:11 TacticsThatGetResults;

1.Developasystemtoroutinelyhost webinars

Inamarketwhere91%ofB2BLeads professionalsbelievewebinarsaretheir favoritesortoftrainingmaterial,it’s clearyoushouldpayattentiontowhat theywant.Webinarsarefrequently rankedasthemostsuccessfulB2B Leadscontentformat,buttheymaybe time-consumingtoorganizeand conduct.

2.Alteryourblogentriesinto comprehensivetutorials.

Again,thisisatried-and-truemethod forgeneratingnewleads,butwithtactic #8,wereallycrankthingsupanotch. Thegreatthingaboutthistacticisthat youareprobablycurrentlyspendinga lotoftime,energy,andmoney developingcontentforvariousonline outlets.

Yourgoalistomaximizethereturnon thatfinancialcommitment.

Therefore,itmakesperfectsensetotake thatmaterial,organizeitinappropriate groupings,andthentransformitinto muchbiggerpiecesofcontent.Business ownerswillbeinterestedin downloadingacompilationofallof yourblogpostingsonthetopicof businessmanagement,forinstance.

3.Generateemailleadsfromvideo views

Youalsodon’twantprospective prospectstojustviewyourvideo materialandthenvanish.You’veputin alotofefforttogetyourvideoviewed bythisprospect;itwouldbesillyto justsitbackandwatchthemgo withoutsayinganything.

4.Segmentyourcontentstrategy

Evenwhileyou’llheartheterm “segmentation”mostofteninthe contextofemailmarketing,it’sjustas relevantwhendiscussingcontent marketing.Nomatterwhetherit’sa blogpost,anemail,oraproduct description,ifyoucreatecontentwith awidetargetaudienceinmind,you’re lesslikelytocatertothespecificneeds ofthataudience,whichiswhat motivatesB2BLeadscustomersto takeaction.

5.PromoteyourB2BLeads generationcontentonTwitter

Fromitsinceptionin2016tillnow, Twitterhashadaquitepeculiarhistory Inreality,thecorporationisshiftingits brandingawayfrom“socialnetwork” andtoward“newsplatform”inthe mainappstores.

EvenwhileTwitterwillstillbeusedby manyasasocialnetworkinthe foreseeablefuture,theshiftin classificationrevealsinterestingfacts aboutitsusers.

Twitterisaplatformforindividualsto keepupwiththenewsandinformation theycareabout;thisisthefunction B2BLeadsbusinessesshouldplayon theplatform.

6.UseLinkedInAdvertisingto targetbigspenders

Iwon’tattempttosugarcoatit; LinkedInadvertisingaren’tcheap.It’s ironic,therefore,thatthisdeters

business-to-businessadvertisersfrom usingthenetwork.Afterall,LinkedIn allowsyoutoadvancenaturally,but Facebookadvertisementsare prohibitivelyexpensive.

7.Optimizeyouremailmarketing effortsformaximumreturnon investment

Marketingautomationisoneofthe mostpopularnewapproachestoemail marketing,andithasprovenvery effectiveformanyB2BLeads companies.

Confusedbyallthehubbubabout “marketingautomation”?Havealook atthis.Essentially,automation eliminatestheneedforhumanlabor associatedwithmanagingsegmented lists,targetinguserbehaviors,anda plethoraofothertasksthatcan transformyouremailmarketing strategyfromblahtoexcellent, allowingyoutodothingslikerecover 50%ofabandonedcartsormultiply salesby5times.

8. MakeuseofFacebook’stargeting features

WehavealreadydiscussedFacebook’s superiortargetingpossibilitiesonour blog,andwestandbythatassessment. Facebook’sabilitytoeffectively capitalizeonthevastamountsofuser dataitcollectswitheachapplaunch hasbeenvitaltothecompany’ssuccess inthesocialadvertisingspace.

IthasalsobeenessentialinFacebook’s successinbusiness-to-business marketing,whichisnowonparwith thatofbusiness-to-consumerefforts.

9.Buildyourownonlinecommunity

It’snosecretthatonlinecommunities likeRedditandQuorahavealotof influence.Creatinggroupsonnetworks likeLinkedInandFacebook,which provideparticularfunctionalityfor

this,hasproventobeoneofthemost effectiveB2BLeadmarketing techniques.

Aswe’veseen,SEMrusheven managedtoestablishitsown communityonTwitter,despitethefact thatTwitterdoesn’tprovidethesame levelofsupportfordoingso.

10.Convertemailleadsinto… additionalemailleadsbylaunching areferralcampaign

Convertingyourcurrentleadsand customersintobrandnewonesis reallyfulfilling,particularlywhenthey domostoftheeffortthemselves.

Here’swherereferralmarketingreally shine,particularlywhenrunentirely automatically

11.GuestBlogging

Postingrelevantmaterialonyourown websitemayonlyprovideyouwitha limitedamountoftraffictoattract prospects.However,attemptingtopublish materialonnumerousthird-partysites providesyouwithendlessexposureand placesyouinfrontofindividualswho havenotyetfoundyou.Itisbeneficialin

BottomLine

Followingtheleadgenerationstrategies we’velookedatinthisarticle,thekey

questionnowishowmanyleadscan youhandle?Therecomesapoint whereyouendupwithmoreleads thanyoursalesprocesscandeal withbutthere’sasolutionforthis problemaswell.

Automationmeansyoucanhandle vastnumbersofleadswithoutthe manualworkloadandyoucantakea lookatourarticlesonB2BLeads segmentationandlead qualification/scoringtolearnhow youcanprioritisethemostvaluable leadstoyourbusiness.