台湾IBM公司 "营销管理与策略" 高璐华 IBM 市场营销处总监 中华民国 91年 11月30日
个人简历 ? 学历 (1987 -1992) ? 康乃尔大学 业 程学士 ? 康乃尔大学 业 程硕士 ? 经历 (1992 - 2002) ? Andersen Consulting, Staff ? IBM 政府事业群业务专员 ? IBM 政府事业群业务经理 ? IBM 公众事业群业务协理 ? IBM 大中华总经理特助 ? IBM 市场营销处总监
What is Marketing? The Best Marketing Company? ?
Text-book Definition of Marketing ? Marketing is to discover unmet needs and to prepare satisfying solutions ? Marketing is to deliver customer satisfaction profitability ? Marketing is defined as the science and art of finding, keeping, and growing profitable customers ? The art of marketing is largely the art of brand building - Philip Kotler
Agenda ? Mission of IBM Marketing ? IBM Marketing Blueprint ? Market Intelligence (MI) ? Marketing Management (MM) ? Distribution Channels Management (DCM) ? Integrated Marketing Communications (IMC) ? Marketing Operation (MO) ? Marketing Planning Process ? IBM Taiwan Marketing Operations ? Q & A
Mission of IBM Marketing ? Understand the marketplace & link it to strategy & planning ? Lead the development of quality marketing plans & integration ? Make integrated marketing communications work ? Common message architecture ? Eliminate conflicting messages & duplicated efforts ? Optimize marketing investment among various tactics & business units
Agenda ? Mission of IBM Marketing ? IBM Marketing Blueprint ? Market Intelligence (MI) ? Marketing Management (MM) ? Distribution Channels Management (DCM) ? Integrated Marketing Communications (IMC) ? Marketing Operation (MO) ? Marketing Planning Process ? IBM Taiwan Marketing Operations MM Creates a plan for making a compelling offer to customers IMC Finds a tactic which gets interest while protecting IBM brand ? Q & A MI Tells us what customers want to buy & how DCM Ensures customers can purchase IBM offerings where & how they want MO Ensures Marketing Unit operates effectively & efficiently
IBM Marketing Blueprint MM Creates a plan for making a compelling offer to customers MI Tells us what customers want to buy & how IMC Finds a tactic which gets interest while protecting IBM brand DCM Ensures customers can purchase IBM offerings where & how they want MO Ensures Marketing Unit operates effectively & efficiently
What is Market Intelligence? Opportunity Analysis Specific Research Competitive Intelligence Image Tracking Database Marketing Customer Satisfaction
What is Marketing Management ? Marketing Management is an end-to end closed loop process Customer & Market Selection Program Execution Mgt Customer & Competitive Positioning Sales Channel Enablement Value Proposition Offering Management
What is Distribution Channels Management ? ? How to cover more opportunities? ? How to improve pipeline value & quality? ? How to balance overall sales expenses? ? How to align/leverage cross-business unit? ? How to optimise coverage resources? ? How to align to buyer channel preferences? ? How to plan the go-to-market model? ? How to unstack channels? ? Which channels for which offering? ? How to manage channel conflict? ? ? How to identify emerging channels? ? How to identify & leverage Influencers? ? How to identify channel revenue gaps? ? How to identify Leads gaps? ? How to drive corrective actions? FOR ALL CHANNELS
What is Integrated Marketing Communication? IMC Specializations Demand Generation Interactive IMC Advertising Campaign Strategy Event Marketing MRC IMC Operations
What is Marketing Operation ? MI Customer - Marketplace MM SUPPORT DCM IMC Skills Management & Education Market focused Measurement & Reporting Mgmt System, Mktg Processes & Tools Maximize internal efficiency & effectiveness to accelerate marketing contributions to business growth MO People & Community Communications Internal effectiveness & efficiency focused
Agenda ? Mission of IBM Marketing ? IBM Marketing Blueprint ? Market Intelligence (MI) ? Marketing Management (MM) ? Distribution Channels Management (DCM) ? Integrated Marketing Communications (IMC) ? Marketing Operation (MO) ? Marketing Planning Process ? IBM Taiwan Marketing Operations ? Q & A Understand the Marketplace Manage Business Plan and Assess Performance Align & Optimize Business Plans Across Business Entities Marketplace and Customer Wants and Needs Perform Market Segmentation Perform Portfolio Analysis Develop Business Strategies & Plans
Market Planning Methodology Understand the Marketplace Manage Business Plan and Assess Performance Align & Optimize Business Plans Across Business Entities Marketplace and Customer Wants and Needs Develop Business Strategies & Plans Perform Market Segmentation Perform Portfolio Analysis
Agenda ? Mission of IBM Marketing ? IBM Marketing Blueprint ? Market Intelligence (MI) ? Marketing Management (MM) ? Distribution Channels Management (DCM) ? Integrated Marketing Communications (IMC) ? Marketing Operation (MO) ? Marketing Planning Process ? IBM Taiwan Marketing Operations ? Q & A Understand the Marketplace Manage Business Plan and Assess Performance Align & Optimize Business Plans Across Business Entities Marketplace and Customer Wants and Needs Perform Market Segmentation Perform Portfolio Analysis Develop Business Strategies & Plans
One Voice Operation ? Background ? Low total investment ? Resources split between Strategic Brand many BUs ? Little relevance to local marketplace, customers ? Many competing messages, low integration and coordination ? No consistent brand voice ? No consistent approach to e-business
The One Voice Strategy is Simple. . . ? Pool all marketing communications funds in a country ? BU + SB ? IMC-managed + all other ? Develop a "bottom up", country-specific Marketing Plan ? using local data and insight ? reflecting local customer needs & opportunities ? Conduct fewer marketing campaigns, ? with adequate investment behind each ? integrated solutions, where possible ? Deliver a compelling and consistent IBM Brand voice ? unified creative across all marketing communications tactics ? with a locally-relevant e-business/branding campaign
Important: 2 Key Facets of "One Voice" ? Integration of country market planning ? ? identification of "what IBM needs to be" prioritization of targets development of cross-BU solution campaigns combined marketing budgets ? Integration of country marketing communications ? all integrated marketing communications tactics ? includes advertising, event marketing/business shows, collateral, direct marketing, interactive marketing, promotion, brands and customer sets PR programs, etc.
What we can do for Sales team? ? MM Target Segment Offering Value proposition MI Market Competitor Customer IMC Message Tactics DCM Resource Opportunity MO Skill Tools Process OV
Difference Between Sales, Marketing And Service ? Sales is the business for TODAY ? Marketing is the business for TOMORROW ? Service is the business for FOREVER
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