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1、 高璐華高璐華IBM 市場行銷處總監市場行銷處總監中華民國中華民國91年年11月月30日日 台灣台灣IBM公司公司 行銷管理與策略行銷管理與策略個人簡歷個人簡歷?學歷學歷 (1987-1992)?康乃爾大學工業工程學士康乃爾大學工業工程學士?康乃爾大學工業工程碩士康乃爾大學工業工程碩士?經歷經歷 (1992- 2002)?Andersen Consulting, Staff?IBM 政府事業群業務專員政府事業群業務專員?IBM 政府事業群業務經理政府事業群業務經理?IBM 公眾事業群業務協理公眾事業群業務協理?IBM 大中華總經理特助大中華總經理特助?IBM 市場行銷處總監市場行銷處總監Wha
2、t is Marketing?The Best MarketingCompany? 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
3、 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 Pla
4、nning Process ?IBM Taiwan Marketing Operations ?Q & AAgendaMission 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 conflictin
5、g 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 Operat
6、ion (MO)?Marketing Planning Process ?IBM Taiwan Marketing Operations ?Q & AAgendaM MCreates a plan for making a compelling offer to customersIMCFinds a tactic which gets interest while protecting IBM brandM I Tells us what customers want to buy & howDCM Ensures customers can purchase IBM offerings w
7、here & how they wantMOEnsures Marketing Unit operates effectively & efficientlyM MCreates a plan for making a compelling offer to customersIMCFinds a tactic which gets interest while protecting IBM brandM I Tells us what customers want to buy & howDCM Ensures customers can purchase IBM offerings whe
8、re & how they wantMOEnsures Marketing Unit operates effectively & efficientlyIBM Marketing BlueprintIBM Marketing BlueprintWhat is Market Intelligence? Database MarketingOpportunityAnalysisSpecific Research CustomerSatisfactionCompetitiveIntelligenceImage Tracking What is Marketing Management ?Marke
9、ting Management is an end-to end closed loop processValue PropositionCustomer & MarketSelectionProgram ExecutionMgtOffering ManagementCustomer &CompetitivePositioningSales Channel Enablement What is Distribution Channels Management ?How to cover more opportunities?How to balance overall sales expens
10、es?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?
11、 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?InteractiveInteractiveIMCIMCCampaignCampaignStrategyStrategyDemandDemandGenerationGenerationAdvertisingAdvertisingEventEventM
12、arketingMarketingMRCMRCIMCIMCOperationsOperationsIMC SpecializationsWhat is Integrated Marketing Communication?People & Community CommunicationsMeasurement & Reporting Skills Management & Education Mgmt System, Mktg Processes & ToolsMarket focused Maximize internal efficiency & effectivenessto accel
13、erate marketing contributions to business growthCustomer - MarketplaceInternal effectiveness & efficiency focusedSUPPORTMIMMDCMIMCMO What is Marketing Operation ?Mission of IBM Marketing ?IBM Marketing Blueprint?Market Intelligence (MI)?Marketing Management (MM)?Distribution Channels Management (DCM
14、)?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 PlansAcross Business EntitiesDevelop B
15、usiness Strategies & PlansPerform MarketSegmentationMarketplace and Customer Wants and NeedsUnderstand theMarketplace Perform Portfolio AnalysisManage Business Plan and Assess PerformanceAlign & Optimize Business PlansAcross Business EntitiesDevelop Business Strategies & PlansPerform MarketSegmentat
16、ionMarketplace and Customer Wants and NeedsMarket 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 Pro
17、cess ?IBM Taiwan Marketing Operations ?Q & AAgendaUnderstand theMarketplace Perform Portfolio AnalysisManage Business Plan and Assess PerformanceAlign & Optimize Business PlansAcross Business EntitiesDevelop Business Strategies & PlansPerform MarketSegmentationMarketplace and Customer Wants and Need
18、sOne 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
19、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?i
20、ntegrated 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 campaignImportant: 2 Key Facets of One Voice ?Integration of country market planning?identificati
21、on 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 marketi
22、ng, interactive marketing, promotion, brands and customer sets PR programs, etc.M MTarget SegmentOfferingValue proposition IMCMessageTacticsM I Market Competitor CustomerDCM ResourceOpportunityMOSkillToolsProcessWhat we can do for Sales team?What we can do for Sales team?OV?Sales is the business for TODAY?Marketing is the business for TOMORROW?Service is the business for FOREVERDifference Between Sales, Marketing And Service
