台湾IBM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,StaffIBM 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 MarketingCompany?,Text-book Definition of Marketing,-Philip Kotler,Marketing is to discover unmet needs and to prepare satisfying solutionsMarketing is to deliver customer satisfaction profitabilityMarketing is defined as the science and art of finding,keeping,and growing profitable customersThe art of marketing is largely the art of brand building,Mission of IBM Marketing IBM Marketing BlueprintMarket 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 BlueprintMarket 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 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&MarketSelection,Program ExecutionMgt,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?,?,InteractiveIMC,CampaignStrategy,DemandGeneration,Advertising,EventMarketing,MRC,IMCOperations,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&effectivenessto 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 BlueprintMarket 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 MarketSegmentation,Marketplace 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 MarketSegmentation,Marketplace and Customer Wants and Needs,Market Planning Methodology,Mission of IBM Marketing IBM Marketing BlueprintMarket 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 MarketSegmentation,Marketplace and Customer Wants and Needs,One Voice Operation,BackgroundLow total investmentResources split between Strategic Brand and many BUsLittle relevance to local marketplace,customersMany competing messages,low integration and coordinationNo consistent brand voiceNo consistent approach to e-business,The One Voice Strategy is Simple.,Pool all marketing communications funds in a countryBU+SBIMC-managed+all otherDevelop a bottom up,country-specific Marketing Planusing local data and insightreflecting local customer needs&opportunitiesConduct fewer marketing campaigns,with adequate investment behind eachintegrated solutions solutions,where possibleDeliver a compelling and consistent IBM Brand voiceunified creative across all marketing communications tacticswith a locally-relevant e-business/branding campaign,Important:2 Key Facets of One Voice,Integration of country market planningidentification of what IBM needs to beprioritization of targetsdevelopment of cross-BU solution campaignscombined marketing budgetsIntegration of country marketing communications all integrated marketing communications tacticsincludes advertising,event marketing/business shows,collateral,direct marketing,interactive marketing,promotion,brands and customer sets PR programs,etc.,M MTarget SegmentOfferingValue proposition,IMCMessageTactics,M I Market Competitor Customer,DCM ResourceOpportunity,MOSkillToolsProcess,What we can do for Sales team?,OV,Sales is the business for TODAYMarketing is the business for TOMORROWService is the business for FOREVER,Difference Between Sales,Marketing And Service,