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
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
Mission of IBM Marketing
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
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
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 ?
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 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
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
Market Planning Methodology
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 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
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
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