Vertiv wishes to create a distinctive brand imprint in the minds of consumers

Brand Positioning vs. Marketing Tactics 

Vertiv aspires to be the number 1 brand when it comes to critical technologies, vital applications and datacenters.The idea is to identify and attempt to “own” a marketing niche for the brand, product, or service using various strategies including pricing, promotions, distribution, packaging, etc. The aim is to create a distinctive imprint in the customer’s mind so that the customer associates specific and desirable with your brand that is distinct from rest of the marketplace. 

A strong brand is irreplaceable as the battle for consumers deepens day by day. It has become of great importance to spend time investing in researching, defining, and building your marketing strategies. Eventually, a strong strategy reflects on how a business functions. 

A brand is a foundational piece of marketing communication and one do not want to be without it. Branding and marketing are tactical and one uses the brand to present it in front of its consumers. That’s why both branding and marketing carry a great deal of importance within a business or organization.   

Good data for a Good Brand Strategy 

The first step to empower an organisation is to establish a company’s metrics for success. If you know what you are assessing, then you can determine how to collect data, which is the next step. Given the developments in technology over the last decade, collecting vast amounts of data is relatively easy. It’s what your organization does with data, however, which defines the culture.  

Impact of Digitization on Businesses

We are witnessing an era of disruption.With technology progressing and evolving at a faster rate, organizations too are witnessing an evolution. With availability of big data coupled with a wide variety of digital marketing channels, it offers substantial opportunity for marketing professionals. 

But with almost every organisation investing in such technologies, it has become easier to lose sight of the individual consumer in an effort to reach out to masses. This is where partnerships and services come into place. Before investing into technologies, it has become crucial to analyse the impact it will have on the audience both internal and external. With threats becoming more prevalent, the onus lies on the organisation to invest in the right product. 

R&D driving Growth

Vertiv’s market leadership has made us one of the largest dedicated datacenter company in the world. India is one of the key markets for Vertiv. Understanding the importance of R&D, we have formed a center in Thane, Maharashtra, with competencies extending to Power, Electronics, Embedded software, DSP controls, refrigeration & air conditioning, etc. We currently have 29 Branch offices across the country and 5 zonal headquarters with more than 90 exclusive Business Partners and 1000+ Value Added Resellers nationwide.

Dr. A.S. Prasad
Head, Product and Marketing – India, Vertiv