台灣 IBM 公司

" 行銷管理與策略 "

高璐華
IBM 市場行銷處總監
 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 (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
 What is The Best
Marketing? Marketing
Company??
 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
 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
 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
 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 MM

Creates a plan for
IMC
Finds a tactic which
making a compelling gets interest while
offer to customers protecting IBM
brand

Q &A
DCM
MI MO
Ensures
Tells us what Ensures Marketing
customers can
customers Unit operates
purchase IBM
want to buy & effectively &
offerings where &
how efficiently
how they want
 IBM Marketing Blueprint

MM IMC
Creates a plan for Finds a tactic which
making a compelling gets interest while
offer to customers protecting IBM
brand

DCM
MI MO
Ensures
Tells us what Ensures Marketing
customers can
customers Unit operates
purchase IBM
want to buy & effectively &
offerings where &
how efficiently
how they want
What is Market Intelligence?

Opportunity
Analysis

Specific Competitive
Research Intelligence

Image Database
Tracking Marketing

Customer
Satisfaction
 What is Marketing Management ?

Marketing Management is an end-to end closed loop process

Customer &
Market
Selection
Program Customer &
Execution
Competitive
Mgt
Positioning

Sales Channel Value

Enablement Proposition

Offering
Management
 What is Distribution Channels Management ?

? How to cover more opportunities? ? How to improve pipeline value & quality?
? How to balance overall sales expenses? ? How to align/leverage cross-business unit?

?
? How to optimise coverage resources? ? How to identify emerging channels?
? How to align to buyer channel preferences? ? How to identify & leverage Influencers?

? How to plan the go-to-market model?

? How to identify channel revenue gaps?
? How to unstack channels?
? How to identify Leads gaps?
? Which channels for which offering?
? How to drive corrective actions?
? How to manage channel conflict? FOR ALL CHANNELS
What is Integrated Marketing Communication?

IMC Specializations

Demand
Generation

Interactive
Advertising
IMC

Campaign
Strategy

MRC Event
Marketing

IMC
Operations
 What is Marketing Operation ?

Mgmt System, Measurement

Mktg Processes & Reporting
& Tools

MI
Customer - Marketplace MM
SUPPORT
DCM IMC
MO
Skills People &
Management Community
& Education Communications

Market focused Internal effectiveness

Maximize internal efficiency & effectiveness
to accelerate marketing contributions to business growth & efficiency focused
 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 Understand the

Marketplace

Manage
Business Plan Perform
and Assess Market
Performance Marketplace Segmentation

Q &A
and
Customer
Align & Wants and
Optimize Needs
Business Perform
Plans Portfolio
Across Analysis
Business
Develop
Entities
Business
Strategies &
Plans
Market Planning Methodology

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

Marketplace

Manage
Business Plan Perform
and Assess Market
Performance Marketplace Segmentation

Q &A
and
Customer
Align & Wants and
Optimize Needs
Business Perform
Plans Portfolio
Across Analysis
Business
Develop
Entities
Business
Strategies &
Plans
 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
 The One Voice Strategy 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
? 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
 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.
 What we can do for Sales team??

MM
Target Segment IMC
Offering Message
Value proposition Tactics

MI MO
DCM
Market
Resource
Skill OV
Competitor Tools
Opportunity
Customer Process
Difference Between Sales, Marketing And Service

Sales is the business for TODAY

Marketing is the business for TOMORROW

Service is the business for FOREVER