臺(tái)灣IBM行銷管理與策略ppt課件

1、 高璐華IBM 市場(chǎng)營(yíng)銷處總監(jiān)中華民國(guó)91年11月30日 臺(tái)灣IBM公司 營(yíng)銷管理與戰(zhàn)略個(gè)人簡(jiǎn)歷學(xué)歷 (1987-1992)康乃爾大學(xué)工業(yè)工程學(xué)士康乃爾大學(xué)工業(yè)工程碩士經(jīng)歷 (1992- 2002)Andersen Consulting, StaffIBM 政府事業(yè)群業(yè)務(wù)專員IBM 政府事業(yè)群業(yè)務(wù)經(jīng)理IBM 公眾事業(yè)群業(yè)務(wù)協(xié)理IBM 大中華總經(jīng)理特助IBM 市場(chǎng)行銷處總監(jiān)What is Marketing?The Best MarketingCompany? Text-book Definition of Marketing- Philip KotlerMarketing is to disc

2、over 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 buildingMission of IBM Marketing IBM Market

3、ing 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 & AAgendaMission of IBM MarketingUnderstand the marketplace & link it to s

4、trategy & 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

5、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 & AAgendaM MCreates a plan for making a compelling offer to customer

6、sIMCFinds a tactic which gets interest while protecting IBM brandM I Tells us what customers want to buy & howDCM Ensures customers can purchase IBM offerings where & how they wantMOEnsures Marketing Unit operates effectively & efficientlyM MCreates a plan for making a compelling offer to customersI

7、MCFinds a tactic which gets interest while protecting IBM brandM I Tells us what customers want to buy & howDCM Ensures customers can purchase IBM offerings where & how they wantMOEnsures Marketing Unit operates effectively & efficientlyIBM Marketing BlueprintWhat is Market Intelligence? Database Ma

8、rketingOpportunityAnalysisSpecific Research CustomerSatisfactionCompetitiveIntelligenceImage Tracking What is Marketing Management ?Marketing Management is an end-to end closed loop processValue PropositionCustomer & MarketSelectionProgram ExecutionMgtOffering ManagementCustomer &CompetitivePosition

9、ingSales 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

10、 offering?How to manage channel conflict?How to identify channel revenue gaps?How to identify Leads gaps?How to drive corrective actions? FOR ALL CHANNELSHow to improve pipeline value & quality? How to align/leverage cross-business unit?How to identify emerging channels?How to identify & leverage In

11、fluencers?InteractiveIMCCampaignStrategyDemandGenerationAdvertisingEventMarketingMRCIMCOperationsIMC SpecializationsWhat is Integrated Marketing Communication?People & Community CommunicationsMeasurement & Reporting Skills Management & Education Mgmt System, Mktg Processes & ToolsMarket focused Maxi

12、mize internal efficiency & effectivenessto accelerate marketing contributions to business growthCustomer - MarketplaceInternal effectiveness & efficiency focusedSUPPORTMIMMDCMIMCMO What is Marketing Operation ?Mission of IBM Marketing IBM Marketing BlueprintMarket Intelligence (MI)Marketing Manageme

13、nt (MM)Distribution Channels Management (DCM)Integrated Marketing Communications (IMC)Marketing Operation (MO)Marketing Planning Process IBM Taiwan Marketing Operations Q & AAgendaUnderstand theMarketplace Perform Portfolio AnalysisManage Business Plan and Assess PerformanceAlign & Optimize Business

14、 PlansAcross Business EntitiesDevelop Business Strategies & PlansPerform MarketSegmentationMarketplace and Customer Wants and NeedsUnderstand theMarketplace Perform Portfolio AnalysisManage Business Plan and Assess PerformanceAlign & Optimize Business PlansAcross Business EntitiesDevelop Business St

15、rategies & PlansPerform MarketSegmentationMarketplace and Customer Wants and NeedsMarket Planning MethodologyMission of IBM Marketing IBM Marketing BlueprintMarket Intelligence (MI)Marketing Management (MM)Distribution Channels Management (DCM)Integrated Marketing Communications (IMC)Marketing Opera

16、tion (MO)Marketing Planning Process IBM Taiwan Marketing Operations Q & AAgendaUnderstand theMarketplace Perform Portfolio AnalysisManage Business Plan and Assess PerformanceAlign & Optimize Business PlansAcross Business EntitiesDevelop Business Strategies & PlansPerform MarketSegmentationMarketplac

17、e and Customer Wants and NeedsOne 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 T

18、he 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

19、 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 campaignImportant: 2 Key Facets of One Voice Integration of country market planningidentification of what IBM needs to beprioritization of target