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The Best Marketing Company??
What is Marketing?
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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
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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

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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

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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

M M Creates a plan for making a compelling offer
to customers
IMC Finds a tactic which gets interest while
protecting IBM brand
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
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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
M I Tells us what customers want to buy how
MO Ensures Marketing Unit operates effectively
efficiently
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What is Market Intelligence?
Opportunity Analysis
Specific Research
Competitive Intelligence
Database Marketing
Image Tracking
Customer Satisfaction
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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
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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?

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What is Integrated Marketing Communication?
IMC Specializations
Demand Generation
Interactive IMC
Advertising
Campaign Strategy
MRC
Event Marketing
IMC Operations
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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
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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
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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
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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
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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

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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

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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.

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What we can do for Sales team??
IMC Message Tactics
M M Target Segment Offering Value proposition
DCM Resource Opportunity
M I Market Competitor Customer
MO Skill Tools Process
OV
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Difference Between Sales, Marketing And Service

• Sales is the business for TODAY
• Marketing is the business for TOMORROW
• Service is the business for FOREVER