高璐華 IBM 市場行銷處總監 中華民國91年11月30日

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 管理智库网 www.guanlizhiku.com

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 管理智库网 www.guanlizhiku.com

3. What is Marketing? The Best Marketing Company?? 管理智库网 www.guanlizhiku.com

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 管理智库网 www.guanlizhiku.com

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 管理智库网 www.guanlizhiku.com

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 管理智库网 www.guanlizhiku.com

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 管理智库网 www.guanlizhiku.com

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 MO Ensures Marketing Unit operates effectively & efficiently M I Tells us what customers want to buy & how 管理智库网 www.guanlizhiku.com

9. What is Market Intelligence? Opportunity Analysis Specific Research Competitive Intelligence Image Tracking Database Marketing Customer Satisfaction 管理智库网 www.guanlizhiku.com

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 管理智库网 www.guanlizhiku.com

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? 管理智库网 www.guanlizhiku.com

12. What is Integrated Marketing Communication? IMC Specializations Demand Generation Interactive IMC Advertising Campaign Strategy Event Marketing MRC IMC Operations 管理智库网 www.guanlizhiku.com

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 管理智库网 www.guanlizhiku.com

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 管理智库网 www.guanlizhiku.com

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 管理智库网 www.guanlizhiku.com

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 管理智库网 www.guanlizhiku.com

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 管理智库网 www.guanlizhiku.com

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 管理智库网 www.guanlizhiku.com

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. 管理智库网 www.guanlizhiku.com

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

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 管理智库网 www.guanlizhiku.com