TCS Corporate Sustainability Report 2010-11 - Tata Consultancy ...

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The related issue of sustainable consumption also does not arise because our clients are sophisticated consumers – mostly large Global 2000 corporations that consume our services rationally, in accordance with their business requirements, staying within the vendor concentration limits specified by their risk oversight policies. Accordingly, all our marketing communications – including advertising, promotions and sponsorships – tend to understated, designed to strengthen the trust our clients repose in us when they outsource the development and upkeep of key mission-critical systems to us, along with other key attributes they most appreciate in our work: high quality, reliability and dependability. Our tagline, “Experience Certainty” captures the essence of these attributes. Some of the events sponsored by TCS in FY 2011 are as below: TCS is the official technology partner for Team Garmin-Cervélo, a top-ranked powerhouse in professional cycling for the racing season 2011. TCS is the technology partner of the Rajasthan Royals, the Jaipur franchise cricket team that represents the state of Rajasthan in the Indian Premier League. TCS provides IT expertise to help the team analyze the players' performance, simulation and other areas. In turn, TCS enjoys greater visibility among cricketing fans, with the RR players sporting the TCS logo. To reinforce TCS’ brand attribute of commitment to excellence, we sponsor various marathons across the world in order to support the commitment to excellence of the participants. These sponsorships also serve to reinforce our commitment to wellness, because they give us an opportunity to engage with runners, their friends and family, and the broader community to drive home the importance of fitness and health. In FY 2011, TCS sponsored five major marathons: n Standard Chartered Mumbai Marathon (which won the Gold Label by the IAAG in 2010, the highest recognition of organizational excellence for a road race) n World 10K Bangalore n Boston Marathon n Bank of America Chicago Marathon n ING New York City Marathon Building awareness around the TCS brand amongst school children and sparking an interest in IT amongst them is important for future supply-side sustainability. One way we do this is by sponsoring and organizing TCS IT Wiz, India’s first and biggest IT quiz for schools, conducted in 12 cities. This event, in its twelfth year, has become a benchmark in the inter-school quizzing circuit for the level of research, the intensity with which teams compete and the sheer participation numbers it draws. 34
Figure 9 TCS' advertisement on our marathon sponsorships TCS evaluates the health of the corporate brand at regular intervals in select markets. The evaluation is benchmarked against a pre-defined competitive set, and along specific image and personality parameters that include attributes such as ‘ethical’ and ‘trustworthy’. The Company’s marketing and communications strategy is fine-tuned based on findings from this brand survey. In FY 2011, we launched the Certainty 2.0 campaign, which further improves on the positioning achieved through the original “Experience Certainty” branding. 35
Page 1 and 2: Corporate Sustainability Report 201
Page 3: Report Application Level * Please s
Page 6 and 7: CEO’s Message As an avid trekker,
Page 8: Organizational Profile
Page 11 and 12: Global Footprint We have invested i
Page 13 and 14: Awards CORPORATE n Ranked # 1 in Da
Page 15 and 16: Stakeholder Engagement TCS engages
Page 17 and 18: Definition of Content The content f
Page 20 and 21: Corporate Governance At the heart o
Page 22 and 23: Aspect How Fiscal Oversight An Audi
Page 24: Aspect How Succession planning proj
Page 28 and 29: Sustainability of Business Performa
Page 30 and 31: In addition, Project Management Rev
Page 32 and 33: Non-linear initiatives are those wh
Page 36 and 37: Strategy for long-term growth TCS
Page 38 and 39: The total number of employees inclu
Page 40 and 41: TCS is an Equal Opportunity Employe
Page 42 and 43: Learning & Development Continual sk
Page 44 and 45: organizational performance as well
Page 46 and 47: The increase in the injury incidenc
Page 48 and 49: level of the larger economy and thu
Page 50 and 51: The fact that the Company has been
Page 52 and 53: Figure 25 Farmers using the mKRISHI
Page 54 and 55: Figure 31 Primary School Initiative
Page 56 and 57: Figure 36 Associates donating blood
Page 58 and 59: Local School Partnership TCS establ
Page 60 and 61: TCS-Maitree Initiatives TCS Maitree
Page 62: Environmental Impact
Page 65 and 66: Environmental Targets and Performan
Page 67 and 68: 80,000 60,000 40,000 20,000 0 13,90
Page 69 and 70: Sewage Treatment and Reuse Many TCS
Page 71 and 72: In the year FY 2011, TCS reduced th
Page 73 and 74: E-waste Management The e-waste gene
Page 75 and 76: Figure 62 Protection of eggs Figure
Page 77 and 78: Performance Indicator Description R
Page 85 and 86:
Performance Indicator Description R
Page 87 and 88:
Performance Indicator Security prac
Page 89 and 90:
External Assurance 89
Page 91 and 92:
GRI Certificate 91
Page 94:
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