New Marketing Strategy

for

By IIM U – PGDBAWE Group 2

Ajay Anand Shukla – 2314003
Jigyasa Dashora – 2314022
Nitin Kapoor – 2314032
Rahatul Ashafeen - 2314036
TABLE OF CONTENTS
1. Introduction......................................................... 3
2. Company Overview (Our
Understanding) .................................................. 4
3. Market Analysis (Knowing Your 5CS) .... 5
4. Creating Value (Suggestions) ..................... 13
5. Marketing MIX – The 4 P’s (Suggestions)
................................................................................. 20

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INTRODUCTION
We have done the Market strategy study for Digital Adoption platform “WalkMe” as part of
the Group Project of Marketing Management subject of IIMU PGDBAWE 23-25 batch. Here we
try to assess the situational analysis based on the 5Cs, followed by creating, and capturing value
framework. WalkMe has a strong opportunity to expand its presence in the Indian market by
tailoring its products, services, and marketing strategies to meet local needs and preferences. By
leveraging strategic partnerships and focusing on value creation for customers, WalkMe can
achieve sustainable growth and success in India.

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1. COMPANY OVERVIEW (OUR UNDERSTANDING)
WalkMe is a SaaS (software as a service) based digital adoption platform (DAP) which can be
integrated with any desktop, web, and mobile applications to enable end-users with in-app
guidance and real-time support, ultimately driving end-user adoption. WalkMe use in-app
guidance such as walkthroughs, task lists, smart tips, self-help menus, and more to help the user
through every aspect of an application. This empowers organizations to find true Return on
Investment of their digital assets (software/applications), digital transformation journey,
onboarding new users, engaging/retraining customers. Additionally, WalkMe also helps
understand how users adopt and engage with applications, and create a more intuitive
technology experience for end-users (employees, customers, vendors)

Company Summary: WalkMe is dedicated to revolutionizing user engagement. The

overarching goal is to simplify digital experiences for businesses and users. Committed to
innovation, WalkMe seeks to empower organizations with cutting-edge AI-driven technology
that enhances user interactions with digital platforms. In the near term, your objectives include
expanding global presence, fostering strategic collaborations, and continually improving
solutions to meet the evolving needs of the digital landscape.

Mission Statement: “At WalkMe, our mission is to transform the way users navigate and
engage with digital interfaces. We are driven by the principles of simplicity, innovation, and
customer-centricity. By providing intuitive solutions, we aim to empower businesses to deliver
exceptional digital experiences, foster employee productivity, and achieve unparalleled user
satisfaction. Our commitment extends to creating value for customers, employees,
shareholders, and all stakeholders involved in our journey.” – WalkMe

Markets and services: In navigating the digital era, WalkMe targets a diverse market
encompassing software companies, enterprises, and online businesses. Your services are
tailored to meet the needs of organizations seeking intuitive onboarding, personalized user
journeys, and effective engagement solutions. As you continue to grow, the focus remains on
offering a wide array of services that cater to the specific requirements of clients. This section
provides a glimpse into your market positioning and services, with further details unfolding in
subsequent sections of this comprehensive plan.

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 2. MARKET ANALYSIS (KNOWING YOUR 5CS)
The Market Analysis delves into our understanding of WalkMe and its industry to ensure
alignment with business objectives and market dynamics.

Company:
o WalkMe is Israel origin SaaS Digital Adoption Platform focusing on data-driven solutions.
As DAP is over-lay/support software, it’s applications spreads across all industries within
digital processes.

o Currently more than 2000 customers are experiencing benefits of WalkMe,

▪ Each B2B customers having average of 25,000 employees have deployed WalkMe
on at least 50 applications within of their respective business processes.

▪ Averagely B2C customers have deploy WalkMe for ~200,000 monthly active users.

o Growing end-users on B2B and B2C digital assets, has made WalkMe once of the World's
Best Cloud Companies with Revenue of US$262 million

o SWOT Analysis
▪ Strengths:
• Innovative Technology: WalkMe is known for its advanced AI-driven
technology and innovative digital adoption solutions, providing a unique
approach to user guidance and engagement.
• Comprehensive Platform: WalkMe includes on-screen guidance, analytics,
and automation, catering to diverse user needs.
• Established Reputation: WalkMe has established a strong reputation in the
market with a focus on security compliance, trusted by numerous enterprises
for improving digital adoption and user experience.

▪ Weaknesses:
• Cost: The comprehensive nature of WalkMe's platform may lead to higher
costs, potentially limiting accessibility for smaller businesses.
• Learning Curve: The advanced features may have a learning curve for users
and organizations, requiring time and resources for effective implementation.

▪ Opportunities:

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 • Global Expansion: WalkMe has opportunities for global expansion, reaching
new markets and industries that are increasingly focusing on digital
transformation.
• Integration Partnerships: Collaborating with other tech companies and
platforms for seamless integrations can enhance WalkMe's value proposition.

▪ Threats:
• Competitive Landscape: Intense competition in the digital adoption platform
space poses a threat, with other companies vying for market share.
• Rapid Technological Changes: The fast-paced evolution of technology may
pose challenges for WalkMe in staying ahead of trends and continuously
adapting its platform.
Customer:
o Customer Need:

In the ever-evolving digital world, businesses seek tools, platforms, and technologies to
optimize their operations and deliver superior services to their customers. Yet, a crucial end-
users need arises in ensuring seamless and enthusiastic adoption, whether it's employees in
a B2B environment or customers in a B2C setting. The challenge lies in guaranteeing that
users not only embrace but consistently utilize these solutions to their fullest potential.

o Key Problems for B2B and B2C companies:

▪ Resistance to Change: Users often resist adapting to new technologies or processes,

leading to a slower adoption rate.
▪ Lack of Training and Guidance: In the absence of proper training and guidance, users
may struggle to understand and utilize the features and benefits of new tools.
▪ Underutilization of Features: Users may not be aware of all the features and
capabilities a platform offers, leading to underutilization. This results in missed
opportunities for efficiency, productivity, and overall improvement.

o Customer want:

In the absence of a Digital Adoption Platform (DAP), there is significant value on

comprehensive onboarding processes, personalized assistance, and proactive
communication about the system's evolution, emphasizing the need for businesses to
prioritize these aspects for a positive user experience.

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o Conclusion:

While Digital Adoption doesn't directly address physiological, safety, or love/belonging

needs, it plays a crucial role in fulfilling higher-level needs related to personal achievement,
competence, and self-confidence.

Digital Adoption aligns closely with the Self-Actualization and Esteem needs in Maslow's
Hierarchy of Needs.

▪ Self-Actualization: Digital Adoption Platforms (DAPs) contribute to self-actualization

by enabling individuals to fully utilize and excel in their use of digital tools. This
includes achieving a deep understanding of technology and reaching one's full
potential in utilizing digital resources for personal and professional growth.

▪ Esteem: DAPs also address the esteem needs by providing users with the tools,
knowledge, and support to feel competent and confident in their digital interactions.
The ability to master technology and efficiently use digital platforms can enhance
individuals' self-esteem and confidence in their abilities.

Competition:
o WalkMe encounters direct competition from WhatFix, Userlane, Pendo, Appcues, and other
in-app guidance tools. Indirect competition arises from Learning Management Systems
(LMS), Content Management Systems (CMS), and User Analytics and Feedback tools. Despite
the varied competition, WalkMe strategically employs its advanced AI-driven technology
and global presence to distinguish itself and stay ahead in the dynamic user engagement
solutions market.

o SWOT Analysis of Direct Competitors (WhatFix, Userlane, Pendo, Appcues)

▪ Strengths:
• Innovative Features: All direct competitors offer innovative features for in-
app guidance, catering to businesses seeking advanced solutions.
• User-Centric Focus: Competitors focus on enhancing user experiences, with
strengths in user onboarding, user flow design, and holistic product
analytics.
▪ Weaknesses:
• Brand Recognition: Some competitors may face challenges in brand
recognition compared to WalkMe.
• Scope Limitations: Limited scope in terms of comprehensive user
engagement solutions compared to WalkMe.
▪ Opportunities:
• Niche Markets: Competitors can explore niche markets where their
specialized features may have a stronger impact.
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 • Strategic Partnerships: Collaborating with complementary technologies can
open opportunities for all competitors.
▪ Threats:
• Intense Competition: The competitive landscape poses a threat, requiring
continual innovation to stay ahead.
• Technological Changes: Rapid technological changes pose challenges for all
competitors to stay abreast of industry trends.
•
▪ Conclusion/Differentiator:

• Advanced AI-driven Technology: WalkMe distinguishes itself through the

use of advanced AI-driven technology, providing a unique approach to
user guidance and engagement.

• Global Presence: Despite facing varied competition, WalkMe strategically

positions itself as a leader in the user engagement solutions market,
emphasizing its technological advancements and worldwide presence.

o SWOT Analysis of Indirect Competitors (LMS &(CMS)

▪ Strengths:
• Comprehensive Functionality: LMS and CMS platforms offer comprehensive
functionality for training and content management, respectively.
• Robust Analytics: User analytics and feedback tools provide robust insights
into user behavior, enhancing decision-making.

▪ Weaknesses:

• User Engagement Focus: Indirect competitors may lack the specific focus on
user engagement that WalkMe provides.

• Limited Personalization: LMS and CMS platforms might have limitations in

providing personalized, contextual guidance.

▪ Opportunities:

• Integration Possibilities: Opportunities exist for LMS, CMS, and user

analytics tools to integrate with digital adoption solutions like WalkMe for
enhanced user engagement.

• Enhanced User Insights: User analytics tools can capitalize on opportunities

to provide deeper insights into user behavior for improved digital adoption.

▪ Threats:
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 • Rapid Technological Changes: Indirect competitors face threats from rapid
technological changes, requiring continuous adaptation.

• User Expectations: Evolving user expectations may pose challenges for LMS
and CMS platforms to meet the demand for seamless digital experiences.

▪ Conclusion/Differentiator:

• While LMS, CMS tools offer robust functionalities, they may lack the
specific focus on user engagement and digital adoption seen in direct
competitors or WalkMe.

• Opportunities lie in collaboration and integration between indirect and

direct competitors to provide comprehensive solutions that meet diverse
business needs.

Collaborators:
o We analyzed potential collaborative opportunities for WalkMe, within the Indian
market. By identifying and partnering with strategic collaborators, WalkMe can
leverage their expertise, networks, and resources to enhance its market presence and
drive adoption in India.

o Potential Collaborators:

▪ IT Consulting Firms

• Such as: Infosys, TCS, Wipro

• How can they help WalkMe:

o Increased market reach through partners' established networks.

o Enhanced implementation capabilities and client satisfaction.

▪ Digital Marketing Agencies

• Such as: Ogilvy, Wunderman Thompson, Dentsu India

• How can they help WalkMe:

o They can share deep understanding of local user/consumer

behavior and help create tailored solutions.

▪ Enterprise Software Providers

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 • Such as: SAP India, Oracle India, Microsoft India

• How can they help WalkMe:

o Access to a large user base of enterprise software customers.

o Increased adoption of WalkMe's platform through bundled

offerings.

▪ E-learning Platforms

• Such as: Byju's, UpGrad, Simplilearn

• How can they help WalkMe:

o Integration into e-learning platforms enhances user experience.

(Success Stories: WalkMe on LinkedIn Learnings)

o Access to a large pool of engaged/certified learners for WalkMe's

application/solutions.

▪ Business Process Outsourcing (BPO) Companies

• Such as: Genpact, EXL Services, WNS Global Services

• How can they help WalkMe:

o Access to BPO companies' client base for WalkMe's solutions.

o Streamlined processes and improved user productivity for BPO

clients.

o Conclusion:

▪ Collaborating with strategic partners in the Indian market presents WalkMe with
significant growth opportunities. By leveraging the expertise and resources of IT
consulting firms, digital marketing agencies, enterprise software providers, e-
learning platforms, and BPO companies, WalkMe can accelerate its market
penetration and establish a strong presence in India.

Context:
o PESTEL (Political, Economic, Social, Technological, Environmental, and Legal) Analysis
for WalkMe

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▪ Political Factors:

• The Indian government has been focusing on initiatives such as Digital

India and Make in India, promoting digitalization and fostering a favorable
environment for technology companies. However, geopolitical tensions
and regulatory uncertainties, especially regarding data localization and
privacy laws, pose challenges for WalkMe's operations and market entry
strategies.

▪ Economic Factors:

• Growth Rate: India's rapidly growing economy presents opportunities for

WalkMe to tap into a large and expanding market.

• Income Levels: Varied income levels across different regions of India will
influence the pricing strategy for WalkMe's solutions.

• Exchange Rates: Fluctuations in exchange rates can affect WalkMe's

profitability, especially if it operates in multiple currencies.

▪ Social Factors:

• Cultural Diversity: India's diverse culture and languages require WalkMe

to customize its solutions to cater to the preferences and needs of different
demographic groups.

• Digital Adoption: Increasing digital literacy and adoption rates among

businesses and consumers in India create a conducive environment for
WalkMe's digital adoption platform.

• Workforce Dynamics: The size and characteristics of the Indian workforce,

including factors like education levels and skill sets, can impact the demand
for WalkMe's solutions.

▪ Technological Factors:

• Technological Infrastructure: The availability and quality of internet

connectivity and infrastructure in India influence the adoption and
effectiveness of WalkMe's digital solutions.

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 • Emerging Technologies: Rapid advancements in technologies such as
artificial intelligence and cloud computing present opportunities for
WalkMe to enhance its platform and offerings.

• Competitive Technological Landscape: WalkMe faces competition from

both domestic and international players in the Indian market,
necessitating continuous innovation and technological advancement.

▪ Environmental Factors:

• Environmental Regulations: Compliance with environmental regulations

and sustainability practices may become increasingly important for
WalkMe as environmental concerns gain prominence in India. However,
not a major concern for digital companies.

• Carbon Footprint: WalkMe's operations, including data centers and

server farms, contribute to its carbon footprint, and efforts to reduce
environmental impact can enhance its reputation and appeal to
environmentally conscious customers.

▪ Legal Factors:

• Data Privacy Laws: Compliance with India's data protection regulations,

such as the Personal Data Protection Bill, is crucial for WalkMe to ensure
the privacy and security of user data.

• Intellectual Property Rights: Protection of intellectual property rights is

essential for WalkMe to safeguard its innovations and prevent
unauthorized use or replication of its technology.

• Contractual Obligations: Adherence to legal requirements in contracts,

licensing agreements, and partnerships is necessary to mitigate legal risks
and ensure compliance with Indian laws and regulations.

o Conclusion:

▪ PESTEL factors impacting WalkMe's operations in the Indian market reveals both
opportunities and challenges. By addressing the major factors, we have developed
effective strategies to navigate the Indian market successfully and capitalize on
its growth potential.

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3. CREATING VALUE (SUGGESTIONS)
A foundational aspect of this strategy is the identification and selection of target markets,
followed by precise product and service positioning. By aligning its offerings with specific
customer segments, we aim to create maximum value and foster meaningful connections with
your target audience.

Market Segments:
o We recognize that WalkMe is unique and has distinct preferences, behaviors, and needs.
Therefore, the first step in its marketing strategy is to segment the market effectively.
Segmentation involves breaking down the diverse market into smaller, more
manageable groups based on various criteria such as demographics, geography, lifestyle,
usage patterns, benefits sought, and attitudes towards the product.

o However, as WalkMe resonates with a diverse set of users and organizations, addressing
specific needs and preferences within each category. We segmented the market into two
segments:

o B2B Market:

▪ Globle Trends of B2B industries using any Digital Adoption Platfrom (WalkMe or any
other DAP solution)

Others
16%
Telecom Information Technology
2% 26%

Energy Utility
4%

Government & Public Sector

5%

Consumer Product & Retail

7%
BFSI
Pharmaceuticals 20%
8% Manufacturing
12%

▪ B2C Market:

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 o Globle Trends of B2C industries using any Digital Adoption
Platfrom (WalkMe or any other DAP solution)

E-Commerce
17%

Media & Entertainment

38%

Health & Fitness

20%

Education & Training

25%

o Consultion:

o For B2B market, IT & BFSI industries are moving from Early
Adopters to Early Majority. Where else other industries are still
at Innovator and Early Adopters.

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 o In case of B2C market share, most of sub-segments can
forecast use and benefits of Digital Adoption Platform hence
are adopting to the new technology services rapidly.

o It is also observed industries/companies have large number

of digital end-users (i.e. employees or customers interacting
on digital platforms for any business process) are either Early
Adopters or Early Majority.

▪ Key Observation:

o Most of online consumers/user are on OTT and Social Medial

site/apps.

o Hypothetically, if number of employees are equal amongst all

industries. IT and BFSI would still have highest number of
employees and customers using digital platforms.

Target Market Selection:

o Building upon the conclusions drawn from the analysis, we have strategically selected
target markets to maximize impact and address the evolving needs of businesses across
industries.

o WalkMe's target market selection strategy revolves around identifying industries and
businesses where digital adoption is on the rise, particularly focusing on sectors with a
high usage of enterprise applications and digital platforms. By offering tailored solutions
that address the unique needs and challenges of different industries and organizational
sizes, We aims to position WalkMe as a trusted partner in driving digital transformation
and enhancing user experiences across diverse business landscapes.
▪ Focusing on B2B Market:

• WalkMe recognizes the shifting landscape within B2B industries, with

particular emphasis on IT and BFSI sectors transitioning from Early
Adopters to Early Majority.

• Within, these industries enterprise software/applications have 68% of

market share v/s 32% of market share for customer/external facing app.

• The expected growth rate of enterprise software/applications is 30-40%

where else customer/external facing app are expected to grow by only 10-
20%.

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▪ Understanding B2B Dynamics (Firmographic):

• Large companies exhibit adoption rates ranging from 35-40%, mid-sized

enterprises from 40-45%, and small-sized businesses from 15-20%. These
statistics underscore the diverse landscape of DAP adoption across
businesses, emphasizing the need for tailored solutions catering to
different organizational sizes and industry requirements.

▪ Top 10 Examples:

• IT:

Rank Company Revenue ($B) #Employees

1 Tata Consultancy Services 24 600,000
2 Infosys 15 336,294
3 HCL 13 225,944
4 Wipro 12 240,000
5 Tech Mahindra 6 152,400
6 LTI Mindtree 3 82,000
7 Mphasis 2 29,473
8 Persistent 1 22,500
9 Coforge Limited 0.81 21,815
10 Oracle FIn Service 0.67 8,001

• Edu-Tech:

Rank Company Revenue ($B) #Employees

1 BYJU’s 0.28 24,780
2 Physics Wallah 0.10 10,000
3 upGrad 0.08 3,000+
4 Simplilearn 0.06 1,000
5 Unacademy 0.05 350+
6 Vedantu 0.02 3,300
7 Adda247 0.02 300
8 Toppr 0.01 1000
9 Career360 - 200
10 iQuanta - 790+

• BFSI:

Rank Company Revenue ($B)

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 1 LIC India 91
2 State Bank of India 51
3 HDFC Ltd. 21
4 ICICI Bank Ltd. 20
5 Axis Bank Ltd. 11
6 Punjab National Bank 11
7 Bank of Baroda 11
8 Kotak Mahindra Bank 7
9 IndusInd Bank 5
10 Bajaj Finance Ltd. 4

Brand Positioning:
o Customer Profiles:

• Services Offered

DAP Services

In-app guidance
Core Service
Basic Analytics

Survey & User feedback

Secondary Services
Announcement & news
Knowledge Management
Advance Analytics
Automation

• Walkme Gain Creation and Pain Relivers

Can my solution make customer work easier? Yes

Gain Creation Can it fulfils a desire customers dream about? Yes
Can it provide better performance? Yes
Can my solution produce savings? Yes
Pain Relivers Can my solution remove negative social consequences? No
Can it eradicate common customer mistakes? Yes
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 • Customer Gain Creation, Pain Relivers and Job

Gain Creation Which savings make your customers happy? Add on cost incurred in absence of
DAP such as Training, support
cost, cost due to errors, lack of
productivity.
What would make your customer’s job easier? Customer end users become self-
sufficient to perform any business
task
What do customers consider to be ideal? End users satisfied with digital
tool and achieve the required task
Pain Relivers What makes your customers feel bad? When invested digital platforms
are not fully utilised & expected
ROI is also low
What are the main difficulties and challenges Due to large number of users,
that your customers face? trainings are continuously
required, also business
governance process is difficult to
follow.
What common mistakes do More dependent on manual
your customers make? process and less investment on
Digital platforms
Customer Job What emotional needs are customers trying to To minimize the frustration risk
satisfy? and enhance employee’s vitality
What would help customers to achieve this key Real time support & guidance to
job? enhance the user experience.
100% business compliance
What functional problems are they trying to End user’s Operational &
solve? Administrative related

o Our positioning statement is crafted based on a thorough analysis of the market

segments and target customers. It reflects the key pain points and needs identified
within these segments, ensuring alignment between WalkMe's offerings and customer
expectations.

o The emphasis on enhancing ROI, user experience, and operational efficiency resonates
strongly with enterprises seeking to stay competitive in today's digital landscape.

o By focusing on strategic business impact and tangible benefits such as reduced support
costs and improved user engagement, We aim to establish WalkMe as a valuable
partner in driving digital transformation and achieving organizational objectives.

o Value Proposition with sample communication:

▪ Strategic Business Impact (CORE value):

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 • “WalkMe empowers enterprises to achieve strategic business objectives by
maximizing the efficiency and effectiveness of their digital assets.”

▪ Efficient Onboarding and Adoption:

• “WalkMe streamlines the onboarding process for users, ensuring swift

adoption of new technologies and platforms.”

▪ Enhanced User-Centric Engagement:

• “By prioritizing user-centric design and interaction, WalkMe fosters

deeper engagement and satisfaction among end-users.”

▪ Reduced Support Costs:

• “WalkMe reduces the burden on support teams by proactively addressing

user queries and issues through its intuitive guidance and support
features.”

▪ Proactive Support and Learning:

• “WalkMe provides proactive support and learning opportunities,

empowering users to troubleshoot independently and continuously
improve their digital skills.”

▪ Data-Driven Insights:

• “Leveraging advanced analytics and data-driven insights, WalkMe enables

enterprises to make informed decisions and optimize their digital
strategies.”

▪ Cost-Efficient Operations:

• “WalkMe's solutions contribute to cost-efficient operations by

streamlining workflows, minimizing user errors, and maximizing resource
utilization.”

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4. MARKETING MIX – THE 4 P’S (SUGGESTIONS)

Product & Service:

o Current Global Scenario:

▪ WalkMe offer all its services as one buddle however, Digital Adoption Platforms
(DAPs) are witnessing significant growth, revolutionizing user experiences across
diverse industries. These platforms typically offer a range of core and secondary
services to cater to the evolving needs of businesses:

• Core Services:

o In-app guidance:

▪ WalkMe's core offering provides interactive guidance

within applications, simplifying complex processes
and enhancing user onboarding experiences.

o Basic analytics:

▪ Basic analytics tools empower businesses to gain

insights into user behavior, identify pain points, and
optimize digital workflows.

• Secondary(Add-On) Services:
o Survey & user feedback:
▪ WalkMe facilitates direct communication with users
through surveys and feedback mechanisms, enabling
businesses to gather valuable insights for continuous
improvement.

o Announcement & news:

▪ The platform allows businesses to disseminate

announcements and updates to users, ensuring timely
communication and fostering transparency.

o Knowledge management:

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 ▪ WalkMe offers knowledge management tools to
centralize and organize information, empowering
users with easy access to resources and support
materials.

o Advanced analytics:

▪ Advanced analytics capabilities provide deeper

insights into user interactions, allowing businesses to
make data-driven decisions and optimize user
experiences.

o Automation:

▪ WalkMe's automation features streamline repetitive

tasks and processes, improving efficiency and
productivity across organizations.

o Suggestion for Indian Market Scenario:

▪ Contrastingly, the penetration of DAPs in the Indian market remains moderate.

To boost adoption, customization of products and services is imperative. For
example, offering advanced analytics or automation as add-ons to core services
like basic analytics can enhance value proposition. Moreover, WalkMe must
align its offerings with the diverse market needs, ensuring user-friendly
interfaces and compatibility with regional languages. Emphasizing
comprehensive training programs for businesses is vital for seamless integration.
Collaborations with local tech communities and strategic partnerships with
Indian tech giants such as Infosys, Big4 consultancy firms, and HCL can facilitate
widespread adoption. Ultimately, a tailored product-service synergy, coupled
with strategic collaborations, will accelerate the proliferation of Digital
Adoption Platforms in India.

Place:
o Current Global Scenario:

▪ Digital Adoption Platforms (DAPs) predominantly leverage online platforms for

distribution, partnering with leading tech marketplaces such as ESG vendors,
analytics vendors, and content moderation vendors. Distribution across
companies is distributed as follows:

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 ▪ Large size companies – 35-40%

▪ Medium size companies – 40-45%

▪ Small size companies – 15-20%

o Suggestion for Indian Market Scenario:

▪ In India, due to the diverse market landscape, a dual-channel strategy is

recommended. While online platforms such as tech marketplaces remain
crucial, a physical channel through tie-ups with tech retailers is essential,
especially in regions with limited online accessibility. This approach ensures
nationwide coverage, tapping into both urban and rural markets, and aligns with
India's varied consumer behaviors, maximizing the reach of Digital Adoption
Platforms in the country.

Promotion:
o Current Global Market Scenario:

▪ Globally, DAPs are promoted through comprehensive digital marketing

campaigns, utilizing platforms such as company websites, Google AdWords, social
media (e.g., LinkedIn), and industry events.

o Suggestion for Indian Market Scenario:

▪ In India, a nuanced approach is necessary due to diverse demographics. Tailoring

promotions to resonate with local culture and languages is crucial. Engaging with
popular social media platforms like LinkedIn, collaborating with local tech giants,
and participating in regional tech conferences are effective strategies.
Partnerships with local tech giants for endorsements, localized content creation,
and special promotional events catering to Indian preferences are recommended
for increased promotion.

Price:
o Current Global Market Scenario:

▪ DAP pricing globally often involves tiered models, offering different levels of
functionality based on subscription levels. For instance, charges for enterprise
applications start at ~US$ 25K at least, with tiered user license charges.

o Suggestion for Indian Market Scenario:

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▪ In India, a successful pricing strategy should cater to the diverse market. Adopting a
tiered pricing model with affordable entry-level plans for small and medium enterprises (e.g.,
~US$ 25K for any number of enterprise applications) alongside lower user license costs is
advisable. Higher-tier plans can target larger corporations, offering competitive pricing while
ensuring feature richness and flexibility. Providing flexible payment options, including
monthly and yearly subscriptions, and offering free trials or freemium versions can entice
businesses to adopt DAP solutions.

▪ To penetrate the Indian market effectively, WalkMe should strike a balance between
competitive pricing, feature richness, and flexibility. Emphasizing customization, regional
compatibility, and comprehensive training programs will enhance value proposition and
accelerate adoption. Additionally, leveraging strategic partnerships and a dual-channel
distribution strategy will ensure nationwide coverage, tapping into India's vast market
potential

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