INFORMATION SOLUTIONS, INC

4US
Duong Anh Huy
Tran Phat Huy

Huynh Ngoc Thien Ly

Le Thi Mai Nhi

Tran Thi Thu Nguyet
Le Hoang Trinh

 Table Of Content

01 02 03
CASR SUMMARY MARKETING BRAND BUILDING
PLAN PLAN

01
ABOUT THE COMPANY
American based online information distribution
solutions company, Incorporated in 2005.

The company developed online conferences, trade

shows, exhibitions, and information resource centres.

The main benefit offered by the company was:

Increasing the business of the participants like buyers,
suppliers, and information seekers by sharing the online
information with a large number of individuals and
organisations

02
ABOUT THE COMPANY

The company had seven verticals such as water,

healthcare, packaging, environment, emergency
management, power and energy, and plastics.

Sales target: $50 million for the year 2007–08.

The anxiety was due to the management
expectations of higher sales growth of 30 per cent,
as compared to the previous year’s 20 per cent
sales growth.

03
THE INDUSTRY
Online water business had a high market potential in North America.
It was estimated that the online water industry was growing at 30% per annum
in North America and was expected to reach $20 billion by 2010.

04
MARKETING EFFORT
The company’s promotional efforts included:
Sending e-Newsletters to its customers and delegates (i.e. customers’
customers),
Sponsoring a newsletter of American Water Works Association (AWWA).

The quality of service provided by her team members, with the search engine
optimisation that was built into the company’s solutions, was superior to
competitors.

The pricing strategy was to offer lower prices (i.e. 15-month tariffs) compared to
the competitors.

05
MARKETING EFFORT

Distribution channels:
Internet
Telemarketing.

The conversion ratio from sales leads to prospects to customers was

somewhat lower than the expectations of the company’s management.

Reason that could be lower brand awareness of the company, as it was

relatively new compared to the competitors.

06
PROBLEM IDENTIFICATION
Company Problem:
For the fiscal year 2007–2008, Indu Sharma was concerned about reaching her
goal-oriented $50 million sales target: management's expectation for a 30%
increase in sales above the prior year's 20% gain.

The ratio of sales leads to prospects to customers was a little lower than the
management of the company anticipated.

Advantage:
A group of knowledgeable employees engaged in online and telemarketing
interactions with potential and present customers in North America.
A component of the pricing strategy was to provide lower prices than the
opposition.

Disadvantage:
There was less awareness of the company because it was younger than its
competitors.
07
If you were the management consultant, what would you
advise Indu Sharma and why?

08
 Developing a Business Marketing Plan
A marketing plan is an output of marketing planning process which includes these steps:
(a) Analysing marketing situations Theory
(b) Segmenting, targeting and positioning in business marketing
(c) Developing marketing strategies
(d) Implementing and controlling the marketing plan

09
 Applied Marketing Plan

Conduct a thorough market analysis to understand the online water industry in North America.
This includes identifying the market situation, competitive situation, product situation, and
macro-environmental.
Market analysis How:
Gather information from market research reports, industry publications, and customer =>
Understand the opportunities and challenges in the market and inform the development of the
marketing plan.

Define the target market segments that offer the highest potential for sales growth. They can segment
Define the the market based on customer needs, demographics, and buying behavior.
target market For example, they might target water treatment plant operators, municipal water managers, or
industrial facility managers.

Set SMART marketing objectives (specific, measurable, achievable, relevant, and time-bounds) that
Objectives and align with the company's sales and profit goals.
goals For example: Set objectives to increase sales growth by 30%, improve conversion rates by 10%, and
increase brand awareness by 30%.

10
 Applied
Marketing Plan
Indu Sharma needs to develop a comprehensive marketing plan to achieve the higher sales growth of 30%
expected by the management. The marketing plan should also focus on building the brand awareness of
Information Solutions Inc., which is relatively new compared to its competitors.

Action Plan
Marketing Objectives Marketing Strategies By When

What Action & Cost, By Whom

Apply Hybrid Channel: Sponsor technology events, distribute

Improve distribution flyers; Cooperate with newspapers, build content to promote the
6 months
channels company's service quality --> Create motivation to access
company service information via the Internet

30% sales growth

Increase brand Improve Conversion Rate: offering excellent customer service by
awareness personalized solutions to customers based on their needs
Enhance Marketing Efforts: leveraging digital marketing channels
Focus on promotion like social media, search engine optimization and Search Engine 6 months
Marketing (paid advertising)
Create content on its website to provides valuable information to
customers

11
 RECOMMENDATION FOR TELEMARKETING

01
Training Telemarketing staff: After talking with customers, instead of rushing
customers to close the deal, employees should create value for them by providing
more service incentives or asking for email addresses to facilitate information
exchange.

02 Call Frequency and duration notification: Employees should have a script and
reasonable call time for customers, avoid their office hours or rest in daily activities.

03
Feel free to give more listening: Limit the situation for customers to wait, pay attention
to listen to share about their needs more. Start and keep the conversation going with
open-ended questions that capture their insights

12
BRAND BUILDING
PLAN
13
Branding Process
Theory:
The main factors that should be considered by B2B
marketing companies when they make the decision
whether to brand or not to brand:
1. High pressure on prices
2. Complexity in market offerings
3. Availability of a large number of similar products and
services

14
 Applied

NO PRODUCT RELATIVELY NEW DIGITAL MARKETING

DIFFERENTIATION COMPARED TO THE IS NOT EFFECTIVE
COMPETITORS ENOUGH

→ INFORMATION COMPANY INC. SHOULD

BUILD BRANDING PLAN
15
16
 Brand Planning & Analysis

Promise to deliver a specific set Improve internal branding

of benefits consistently to the
customer firms

→ Define a brand promise and carry on internal branding 17

Promise to deliver a specific set of benefits
consistently to the customer firms:

Provide outstanding customer service and support

Collaborative water management

Sustainable water solutions

18
Improve internal branding
Companies need to carry on internal branding
with their employees to understand and deliver
on the brand promise.

Communicate the brand promise

internally

Train employees on the brand promise

Establish feedback mechanisms from

employees

19
CUSTOMER ANALYSIS COMPANY ANALYSIS

Brand s i s
A n aly
COMPETITOR ANALYSIS ENVIRONMENTAL ANALYSIS

20
BRAND STRATEGY

21
Indu Shamar and the team should intensely devote themselves to creating a brand name,
logo, tagline, and brand messaging that resonate with the company's vision and mission.

Define the brand identity: Begin by clearly defining the brand identity of the Information
Company. This includes
Determining the brand's name, logo, colors, and symbols
Consider the company's mission, values, and unique selling proposition

22
The company should do the brand strategy to apply to the products and services it
market by doing these step:

Brand Hierarchy: (1) corporate brand, (2) family brand, (3) individual (product)
brand, (4) a combination of the above.
Choosing Brand names: Name of a person, Nature of the business, Use of
Acronyms, Artificial Names, or Metaphorical Names
Brand Positioning: The company should create a unique and clear position
Brand Extensions: They can use their existing, well-established brand names to
introduce new products or services in other product categories

23
Brand building
Increasing numbers of business market managers are establishing and building their
brands.

Direct Marketing Sponsorships

Advertising B2B website

Trade-Shows and Exhibitions

24
Direct marketing
The cost is not too great.
More relevant, which is the best way to gain
trust and build a relationship for a company.

Reducing wasteful communication costs, and establishes continuous customer

relationships

Advertising
Target customers who are actively searching for products or services related to the
company's offerings.

Reducing wasteful communication costs, and establishes continuous customer

relationships

25
Trade-Shows and Exhibitions Sponsorships
Build brand awareness, knowledge, and Sponsor public events for
interest. brand promotion.
Provide a great opportunity to introduce new
products to a large audience in a short
duration.

The clients can connect with them if they find it helpful.

B2B website
Shorten the buying cycle.
Validate the legitimacy of the business by delivering relevant
content multiple ways to diverse audiences with a target
organization in mind.

26
Brand Auditing

The company should do brand auditing every six or twelve months and carry out field research every
alternate month.

The process of brand auditing includes:

(1) deciding the objectives of the audit
(2) internal description of how the brand has been marketed
(3) external investigation through research methods, such as questionnaires, interviews, and data collection
(4) analysis and interpretation of the data
(5) findings and report preparation, which includes the “brand scorecard”

Indu Sharma should regularly evaluate the marketing campaign's performance and make necessary
adjustments to improve the results. This could include tweaking the marketing messaging, targeting a
different audience, or adjusting the marketing budget.

27
 CONCLUSION

As the management consultant, we would advise Indu Sharma to:

Build the marketing plan through these steps:
Analyze the market to understand the online water industry in North America
Define the target market that offer the highest potential for sales growth
Set SMART marketing objective: 30% sales growth and increase brand awareness
Do marketing strategies with specific action plan: Improve distribution channels and
Focus on promotion. Moreover, train telemarketing staff, call frequency and duration
notification as well as feel free to be more listening are also recommended to improve
the existing telemarketing distribution.
INFORMATION COMPANY INC. should build branding plan by defining a brand promise and
carry on internal branding.

28
 CONCLUSION

For effective communication of the value proposition, business marketers use brand-
building tools, which are as follows:
Direct marketing
Advertising
Trade shows and exhibitions
Sponsorships
B2B website
They should define the brand identity that resonates with the company's vision and mission.
Regularly evaluate the marketing campaign's performance and make necessary
adjustments to improve the results

29
THANK YOU!

29