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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". 高璐華 IBM 市場行銷處總監 中華民國91年11月30日. 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. The Best Marketing Company??. What is Marketing ?.

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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

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  1. 台灣IBM公司 "行銷管理與策略" 高璐華 IBM市場行銷處總監 中華民國91年11月30日

  2. 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

  3. The Best Marketing Company?? What is Marketing?

  4. 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

  5. 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

  6. 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

  7. 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 IMC Finds a tactic which gets interest while protecting IBM brand M M Creates a plan for making a compelling offer to customers DCM Ensures customers can purchase IBM offerings where & how they want M I Tells us what customers want to buy & how MO Ensures Marketing Unit operates effectively & efficiently

  8. IBM Marketing Blueprint IMC Finds a tactic which gets interest while protecting IBM brand M M Creates a plan for making a compelling offer to customers DCM Ensures customers can purchase IBM offerings where & how they want M I Tells us what customers want to buy & how MO Ensures Marketing Unit operates effectively & efficiently

  9. What is Market Intelligence? Opportunity Analysis Specific Research Competitive Intelligence Image Tracking Database Marketing Customer Satisfaction

  10. 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

  11. What is Distribution Channels Management ? • How to improve pipeline value & quality? • How to align/leverage cross-business unit? • How to identify emerging channels? • How to identify & leverage Influencers? • 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 identify channel revenue gaps? • How to identify Leads gaps? • How to drive corrective actions? • FOR ALL CHANNELS • How to plan the go-to-market model? • How to unstack channels? • Which channels for which offering? • How to manage channel conflict?

  12. What is Integrated Marketing Communication? IMC Specializations Demand Generation Interactive IMC Advertising Campaign Strategy MRC Event Marketing IMC Operations

  13. What is Marketing Operation ? Measurement & Reporting Mgmt System, Mktg Processes & Tools MI MM Customer - Marketplace SUPPORT MO DCM IMC Skills Management & Education People & Community Communications Internal effectiveness & efficiency focused Market focused Maximize internal efficiency & effectiveness to accelerate marketing contributions to business growth

  14. 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 Perform Market Segmentation Marketplace and Customer Wants and Needs Align & Optimize Business Plans Across Business Entities Perform Portfolio Analysis Develop Business Strategies & Plans

  15. Market Planning Methodology Understand the Marketplace Manage Business Plan and Assess Performance Perform Market Segmentation Marketplace and Customer Wants and Needs Align & Optimize Business Plans Across Business Entities Perform Portfolio Analysis Develop Business Strategies & Plans

  16. 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 Perform Market Segmentation Marketplace and Customer Wants and Needs Align & Optimize Business Plans Across Business Entities Perform Portfolio Analysis Develop Business Strategies & Plans

  17. 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

  18. The One Voice Strategy is Simple... • Pool all marketing communicationsfunds 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

  19. 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.

  20. What we can do for Sales team?? IMC Message Tactics M M Target Segment Offering Value proposition DCM Resource Opportunity M I Market Competitor Customer MO Skill Tools Process OV

  21. 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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