IBM壹湾行销管理与策略.ppt

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,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 & 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,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 M Creates a plan for making a compelling offer to customers,IMC Finds 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,MO Ensures Marketing Unit operates effectively & efficiently,M M Creates a plan for making a compelling offer to customers,IMC Finds 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,MO Ensures Marketing Unit operates effectively & efficiently,IBM Marketing Blueprint,What is Market Intelligence?,Database Marketing,Opportunity Analysis,Specific Research,Customer Satisfaction,Competitive Intelligence,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 & Competitive Positioning,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?,?,Interactive IMC,Campaign Strategy,Demand Generation,Advertising,Event Marketing,MRC,IMC Operations,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,SUPPORT,MI,MM,DCM,IMC,MO,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 the Marketplace,Perform Portfolio Analysis,Manage Business Plan and Assess Performance,Align & Optimize Business Plans Across Business Entities,Develop Business Strategies & Plans,Perform Market Segmentation,Marketplace and Customer Wants and Needs,Understand the Marketplace,Perform Portfolio Analysis,Manage Business Plan and Assess Performance,Align & Optimize Business Plans Across Business Entities,Develop Business Strategies & Plans,Perform Market Segmentation,Marketplace 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 the Marketplace,Perform Portfolio Analysis,Manage Business Plan and Assess Performance,Align & Optimize Business Plans Across Business Entities,Develop Business Strategies & Plans,Perform Market Segmentation,Marketplace 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