高璐華 ibm 市場行銷處總監中華民國91年11月30日

高璐華IBM 市場行銷處總監中華民國 91 年 11 月 30 日

台灣 IBM 公司 " 行銷管理與策略 "

個人簡歷個人簡歷

學歷 (1987-1992)?康乃爾大學工業工程學士?康乃爾大學工業工程碩士

經歷 (1992- 2002)?Andersen Consulting, Staff?IBM 政府事業群業務專員?IBM 政府事業群業務經理?IBM 公眾事業群業務協理?IBM 大中華總經理特助?IBM 市場行銷處總監

What is Marketing?

The Best Marketing

Company??

Text-book Definition of Marketing

- Philip Kotler

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

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

Agenda


Understand the marketplace & link it to strategy & planningLead the development of quality marketing plans & integrationMake integrated marketing communications workCommon message architectureEliminate conflicting messages & duplicated effortsOptimize marketing investment among various tactics & business units










Q & A

Agenda

M MCreates a plan for

making a compelling offer to

customers

IMCFinds a tactic

which gets interest while protecting

IBM brand

M I Tells us what

customers want to buy &

how

DCM Ensures

customers can purchase IBM

offerings where & how they want

MOEnsures Marketing

Unit operates effectively &

efficiently

M MCreates a plan for

making a compelling offer to

customers

IMCFinds a tactic

which gets interest while

protecting IBM brand

M I Tells us what

customers want to buy &

how

DCM Ensures

customers can purchase IBM

offerings where & how they want

MOEnsures

Marketing Unit operates

effectively & efficiently

IBM Marketing BlueprintIBM Marketing Blueprint

What is Market Intelligence?

Database Marketing

OpportunityAnalysis

Specific Research

CustomerSatisfaction

CompetitiveIntelligence

Image Tracking

What is Marketing Management ?

Marketing Management is an end-to end closed loop process

Value Proposition

Customer & Market

Selection

Program Execution

Mgt

Offering Management

Customer &CompetitivePositioning

Sales Channel Enablement

What is Distribution Channels Management ?

? How to cover more opportunities?

? How to balance overall sales expenses?

? 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 channel revenue gaps?

? How to identify Leads gaps?

? How to drive corrective actions?

FOR ALL CHANNELS

? How to improve pipeline value & quality?

? How to align/leverage cross-business unit?

? How to identify emerging channels?

? How to identify & leverage Influencers?

??

InteractiveInteractive

IMCIMC

CampaignCampaign

StrategyStrategy

DemandDemand

GenerationGeneration

AdvertisingAdvertising

EventEvent

MarketingMarketingMRCMRC

IMCIMC

OperationsOperations

IMC Specializations

What is Integrated Marketing Communication?

People & Community Communications

Measurement & Reporting

Skills Management & Education

Mgmt System, Mktg Processes

& Tools

Market focused Maximize internal efficiency & effectiveness

to accelerate marketing contributions to business growth

Customer - Marketplace

Internal effectiveness & efficiency focused

SUPPORTSUPPORTMIMI MMMM

DCMDCM IMCIMCMOMO

What is Marketing Operation ?










Q & A

Agenda

Understand theMarketplace

Perform Portfolio Analysis

Manage Business Plan

and Assess Performance

Align & Optimize Business

PlansAcross

Business Entities

Develop Business

Strategies & Plans

Perform Market

SegmentationMarketplace and

Customer Wants and

Needs



Manage Business Plan and Assess

Performance


PlansAcross

Business Entities

Develop Business

Strategies & Plans

Perform Market


Customer Wants and

Needs

Market Planning Methodology










Q & A

Agenda



Manage Business Plan

and Assess Performance


PlansAcross

Business Entities

Develop Business

Strategies & Plans

Perform Market


Customer Wants and

Needs

One Voice Operation

Background

Low total investment

Resources split between Strategic Brand and 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 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.

M MTarget Segment

OfferingValue proposition

IMCMessageTactics

M I Market

Competitor Customer

DCM Resource

Opportunity

MOSkill

ToolsProcess

What we can do for Sales team??What we can do for Sales team??

OV

Sales is the business for TODAY

Marketing is the business for TOMORROW

Service is the business for FOREVER

Difference Between Sales, Marketing And Service

高璐華 ibm 市場行銷處總監 中華民國91年11月30日

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高璐華 ibm 市場行銷處總監中華民國91年11月30日