Citadel believes in adding value to customers for its brand credibility

K K Shetty 
Managing Director, Citadel Intelligent Systems 

Brand Positioning vs. Marketing Tactics 

Our brand positioning is based on the principles of finding value, creating value and adding value to our customers. As per our tagline “reliability in every connection”, we believe in building credibility by adding value to our customers. We are very much focused in delivering customized products and creating extraordinary customer experience by delivering Innovative & Reliable Connectivity Solutions. All these factors reflects in our brand positioning strategy and I believe this to be the key differentiation and key to our success.  

Good data for a Good Brand Strategy 

 A good brand strategy, data and customer experience are our priorities at CIS. Data-driven marketing is recognised as the future and with the ever-increasing access to customer information, it is very important for us to evaluate the way we see the data. Good data comes from a variety of sources, from surveying consumers directly, to secondary sources on the web, or even measured device preference. With all of those information sources available, the absolute volume of data generated each day alone is incredible. As an organisation, we have our system integration and automation in place. And by implementing new marketing automation tools and technology in our strategy, we plan to spend less time searching and combing through data, and more time using the results to refine and create high level, personalised messaging to build credibility of our customers and employees. 

Our marketing and communications are aligned with our values – Integrity, Innovation and Teamwork. Credibility and value creation for our customers reflects on our marketing communication. It is extremely important for one to understand and appreciate the role of marketing in business. Having a good marketing strategy in place which will help in identifying your end-objective is crucial for any business. One must consider that the finalized output should result in productive sales revenue. However, as a start-up entrepreneur, it is important for you to focus on marketing by implementing different marketing strategies and finding out which works best for your business. It is ever-evolving and dynamic medium, so you should be ready to adapt to the changes and reap the benefits.

Digitization impact on business

Due to the digital transformation, we will see high density applications with less space used for optical fibre infrastructure in future. SMEs and large player will completely move into cloud storage services. This change will result in datacenters/hyperscale which will reduce cost and increase efficiency. 

With the exponential growth in cloud services solutions, as cloud services increasingly become a de facto part of doing business, we expect data storage to grow exponentially in the coming years. To accomplish this, service providers will bring more datacenters and hyperscale datacenters with larger-capacity storage equipment.