Marketing Knowledge Sharing
           Confidential
                     David Ren 北大朗润园              2010年1月30日 18:30-20:...
Marketing Knowledge Sharing
Marketing Career Path

          Business Development Manager
          Product Manager
          Product Marketing Man...
Agenda

      • Marketing Concept
 I

      • Experience I: Creation and Management
 II

      • Experience II: Strategy a...
Marketing Concept
Only science can   not make you as top manager


                ART




      SCIENCE         CRAFT
Marketing Scope

                   Vision




        Strategy        Operation
Marketing Definition:
Meeting needs profitably and the art of creating and selling
products



                           ...
Marketing Concept:
                                                              UX concept marketing
                   ...
Marketing Phase:
          Planning                  Management                           Sustaining


   UX concept mark...
Domestic Company:
          Planning                   Management                           Sustaining


   UX concept ma...
International Company:
          Planning                  Management                           Sustaining


   UX concep...
International Company
          Planning                  Management                           Sustaining


   UX concept...
Experience Sharing
Marketing Scope

                   Vision




        Strategy        Operation
Experience I:
Creation & Global Strategy
Global Marketing Experience:
          Planning                        Management                            Sustaining


...
Creation & Innovation
                    Clear Value




  Personalization                   Differentiation




        ...
Single Point Proposition
Power of Innovation
Innovation Trip in My Experience
Collection and Creation

                  Consumers   Partners



      Customers                          Competitor



...
Travel, Travel and Travel!!!




200,000 KMs per Year!!!
Listen to markets, customers, partners and
consumers!!!




 1. Market research   2. Visit Customer   3. Visit Retailers

...
Build up use cases
   Bowling                 Jockey




             Bassfishing
Find support from Designers and Engineers
Q1   Q2   Q3   Q4
Collection and Creation



                          Q   Q   Q   Q
                          1   2   3   4




           ...
Global Strategy & Management
 How to turn innovation into real business
 How to manage global resource efficiently
 How...
Strategy Package


 Product                  Promotion   Channel   Business   Competitive
           Pricing Plan
  Plan  ...
PRODUCT



1. Portfolio alignment             2. Market fit                                                               ...
PRICE


1. Monitor the Market      2. Price progression          3. Feature development
   Track Competitors          Esti...
Competitive Landscape


7. Review key competitors           8. Summarize situation      9. Bullet-in note
  Nokia, Motorol...
Competitive Landscape


1. y+1 Landscape          2. y+2 Landscape                 3. Mapping
   Estimate Technology      ...
PROMOTION
           Activity                     Effect              Investment     Time
           what is the planned  ...
PLACE
         Global channel       Regional & local        Objectives           Target segments           Exclusivity &
 ...
Business & Market Strategy


1. KPIs                    2. Business scenarios        3. Product Strategy
  Support Managem...
Travel again!!!
Experience II:
Regional Strategy and Execution
Marketing Phase:
          Planning                         Management                           Sustaining


   UX conce...
Organization:

                                    Head of
                                   Marketing


                ...
Deliveries: 4Ps                                                         Head of CoC



                                   ...
Quarterly Plan             Identify                        4P
                          Business                      Mark...
Identify
                                                   Busines                       4P
                             ...
Identify
                                                                                                                 ...
Identify
                                                Busines                       4P
                                ...
Identify
                                        Busines                       4P
                                        ...
Identify
                              Busines                       4P
                                                  ...
Identify
                                                          Busines                       4P
                      ...
Identify
                               Busines                       4P
                                                 ...
Identify
                                        Busines                       4P
                                        ...
Approval and Execution

                               Product Marketing
        Approval and Delegation
                 ...
Q-End Report

                Identify                         4P
               Business                       Marketing
...
Summary and Closing
Chinese Companies in S-Curve              Vision




                               Strategy        Operation




        ...
Lets Focus More On

                   Vision




        Strategy        Operation
Thank You !
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Marketing Lecture David Ren Simple

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Marketing Lecture David Ren Simple

  1. 1. Marketing Knowledge Sharing Confidential David Ren 北大朗润园 2010年1月30日 18:30-20:30 Introduction Disclose self-understanding about marketing concept Experience sharing •Creation and management •Strategy and Execution VISION Speaker: David Ren STRATEGY OPERATION References: <<Principle of Marketing>> -By Philip Kotler Rev PA1 1/22/2010 1
  2. 2. Marketing Knowledge Sharing
  3. 3. Marketing Career Path  Business Development Manager  Product Manager  Product Marketing Manager  Regional Marketing Manager  Global Application Planning Manager  Global Product Planning Manager  Global Product Manager  Head of Global Product Planning & Management  Head of Global Application Planning & Management
  4. 4. Agenda • Marketing Concept I • Experience I: Creation and Management II • Experience II: Strategy and Execution III
  5. 5. Marketing Concept
  6. 6. Only science can not make you as top manager ART SCIENCE CRAFT
  7. 7. Marketing Scope Vision Strategy Operation
  8. 8. Marketing Definition: Meeting needs profitably and the art of creating and selling products Create Analysis Delivery
  9. 9. Marketing Concept:  UX concept marketing  Technical Marketing Create  Brand Marketing  Market Research  Competitive Intelligence  Business Intelligence Analysis Delivery  Segmentation Intelligence  Product Marketing  Telemarketing  Product  Price  Digital Marketing  Promotion  Channel Marketing  Place  Marketing Communications  Business Development
  10. 10. Marketing Phase: Planning Management Sustaining  UX concept marketing  Market Research  Telemarketing  Technical Marketing  Competitive Intelligence  Digital Marketing  Business Intelligence  Brand Marketing  Segmentation Intelligence  Channel Marketing  Concept Research  Trendy Intelligence  Product Marketing  Marketing Comm  Product  UX Intelligence  Price  Business Develop  Promotion  Place
  11. 11. Domestic Company: Planning Management Sustaining  UX concept marketing  Market Research  Telemarketing  Technical Marketing  Competitive Intelligence  Digital Marketing  Business Intelligence  Brand Marketing  Segmentation Intelligence  Channel Marketing   Creation Portfolio Marketing Marketing Research  Strategy Product Marketing  Product  Execution Marketing Comm  Trendy Intelligence  Price  Business Develop  UX Intelligence  Promotion  Place
  12. 12. International Company: Planning Management Sustaining  UX concept marketing  Market Research  Telemarketing  Technical Marketing  Competitive Intelligence  Digital Marketing  Business Intelligence  Brand Marketing  Segmentation Intelligence  Channel Marketing   Global Portfolio Marketing Marketing Research Marketing Product Marketing  Product  Marketing Comm  Trendy Intelligence  Price  Business Develop  UX Intelligence  Promotion  Place
  13. 13. International Company Planning Management Sustaining  UX concept marketing  Market Research  Telemarketing  Technical Marketing  Competitive Intelligence  Digital Marketing  Business Intelligence  Brand Marketing  Segmentation Intelligence  Channel Marketing  Portfolio Marketing  Marketing Research  Regional Marketing Product Marketing  Product   Marketing Comm Business Develop  Trendy Intelligence  Price  UX Intelligence  Promotion  Place
  14. 14. Experience Sharing
  15. 15. Marketing Scope Vision Strategy Operation
  16. 16. Experience I: Creation & Global Strategy
  17. 17. Global Marketing Experience: Planning Management Sustaining  UX concept marketing  Market Research  Telemarketing  Technical Marketing  Competitive Intelligence  Digital Marketing  Business Intelligence  Brand Marketing  Segmentation Intelligence  Channel Marketing Creation  Portfolio Marketing  Strategy Product Marketing  Marketing Comm  Marketing Research  Product  Trendy Intelligence  Price  Business Develop  Competitive Intelligence  Promotion  Business Intelligence  Place  Segmentation Intelligence
  18. 18. Creation & Innovation Clear Value Personalization Differentiation Qualification
  19. 19. Single Point Proposition
  20. 20. Power of Innovation
  21. 21. Innovation Trip in My Experience
  22. 22. Collection and Creation Consumers Partners Customers Competitor Product Market Technology Planning
  23. 23. Travel, Travel and Travel!!! 200,000 KMs per Year!!!
  24. 24. Listen to markets, customers, partners and consumers!!! 1. Market research 2. Visit Customer 3. Visit Retailers 4. Visit partners 5. Focus group 6. High-tech Event
  25. 25. Build up use cases Bowling Jockey Bassfishing
  26. 26. Find support from Designers and Engineers
  27. 27. Q1 Q2 Q3 Q4
  28. 28. Collection and Creation Q Q Q Q 1 2 3 4 Product Planning ?
  29. 29. Global Strategy & Management  How to turn innovation into real business  How to manage global resource efficiently  How to align global and regional business unit
  30. 30. Strategy Package Product Promotion Channel Business Competitive Pricing Plan Plan Plan Plan Cases Information
  31. 31. PRODUCT 1. Portfolio alignment 2. Market fit 3. Product Execution Alignment with SEMC portfolio Validate the fit to Market Progress update Operator and Retail fit PBU Entry internal material Color options Coming soon events & Additional information SAMPLES • Show-off samples w702 • OA samples w707 • Journalist samples w720 • Commercial sample w718 LOCAL PRODUCTION • Not India production Florence MARKETING PROMOTION • No information SELL-IN MATERIAL •1st edition released on iKnow Frost White Ocean Blue • 2nd edition w723 new release target PBU target Mexico LP Brazil LP India LP RTL w722 n/a n/a n/a No color options RTL Mexico LP Brazil LP India LP w724 n/a n/a n/a Q2 Q3 Q4 PRICE 57 53 4. Status Dashboard 5. Communications 6. Sell-in support Monthly review Regular information Sales support tools update to Regions
  32. 32. PRICE 1. Monitor the Market 2. Price progression 3. Feature development Track Competitors Estimate how Competitors Estimate how Competitors price trend will evolve feature develop 4. Tear Down 5. Strategy behind 6. Predict Tear Down analyse of Understand Competitors Estimate Competitors Competitor products Product Strategy future roadmap
  33. 33. Competitive Landscape 7. Review key competitors 8. Summarize situation 9. Bullet-in note Nokia, Motorola, Samsung, LG Technology or Price Trend Issue Competitive Bulletin with in 48hrs after product announcement 10. Benchmark 11. Benchmark 12. Key Driver Benchmark SEMC product Benchmark SEMC product Support defining Key against key competitors against key competitors Drivers by benchmarking
  34. 34. Competitive Landscape 1. y+1 Landscape 2. y+2 Landscape 3. Mapping Estimate Technology Estimate Technology Market Feature & Tech Landscape (2008) Landscape (2009) mapping 4. Understand choices 5. Validate the capability 6. Chassis Planning Review all platform Validate the wish list Plan Classis concept capability against Platform capability requirements
  35. 35. PROMOTION Activity Effect Investment Time what is the planned Est. added volume What is the Timing of activity or other impact investment (€) activity ATL or BTL through activity APAC 1 Training … … … 2 Advertising (P.O.S., … … … online, magazine, co- op) 3 … … … … CEEMEA 1 Sell-in Xxx Approximately End April, presentation/Materials 15k onwards 2 Direct Marketing Campaign Xxx Estimated: 80k Mid May, onwards 3 Customer Xxx Estimated 100k Mid May, events/Educational onwards sessions 4 Product sample seeding Xxx Estimated 100k Mid May, onwards CHHK 1 Initiate joint promotion … … … of BBC service with CMCC 2 ... ... ... ... LAM 1 ... ... ... ... 2 ... ... ... ... NAM 1 ... ... ... ... 2 ... ... ... ... 3 ... ... ... ... WE 1 Check if testing resources ... ... ... issues with O2 DE and T- Mobile DE can be solved 2 ... ... ... 3 ... ... ... ... INFORMATION CLASSIFICATION: AMBER
  36. 36. PLACE Global channel Regional & local Objectives Target segments Exclusivity & directions channel directions Who do we target, link priority (level 1 & 2) (Level 3 &4) between channel and (Category, Full (Mass launch/ (Mass launch/ Focused target consumer product, Design Focused mass diversity) segmentation variant, Time to launch. Market, Color, Global/Regional Application/Serv ice, Bundle) Minimize Price band: €75-€100 Color exclusive? Global complexity to Selective pioneers avoid delay of launch APAC Few individual Continue Z520 Price band: €75-€100 CEEMEA operators and success and learn Rational pioneers and distributors. 75% from Z300 price Practical Phoner of CEEMEA is non issues to maximize Design & Quality GCU controlled Alva. Test to conscious users with large create a Emotional distributor and design category Major private consumer, retail influence little enterprise Operator: Mainly Enhance the brand Low-end user of YE and CHHK focus on tier 1 awareness of SE in RP in tier 1 and 2 and 2 cities low end users cities Retailers: For about 3000 direct sales outlets In LAM, 95% of the ALVA will be a key Operator – Key LAM market is operator product for the customers (AM, TEM and controlled. region. Therefore TIM) Therefore, the achieve high Retailers – SE Premia main focus will be distribution of customers OPERATORS. the product from operator NAM – operators NAM – core NAM – Cingular & Rogers NAM as primary channel placement as high plus Tier 2’s volume clamshell Trade focus Minimize Price band: €75-€100 WE complexity to Rational pioneers and avoid delay of practical phoners launch Design conscious users INFORMATION CLASSIFICATION: AMBER
  37. 37. Business & Market Strategy 1. KPIs 2. Business scenarios 3. Product Strategy Support Management Support management Agreed portfolio by providing KPIs by running various cases Agreed Schedule 4. Pricing Strategy 5. Promotion & Place 6. Business Case Agreed Pricing setting Agreed Promotion Plan Business case agreement Agreed Channel strategy
  38. 38. Travel again!!!
  39. 39. Experience II: Regional Strategy and Execution
  40. 40. Marketing Phase: Planning Management Sustaining  UX concept marketing  Market Research  Telemarketing  Technical Marketing  Competitive Intelligence  Digital Marketing  Business Intelligence  Brand Marketing  Segmentation Intelligence  Channel Marketing   Portfolio Marketing Marketing Research  Strategy Product Marketing  Product  Execution Marketing Comm  Trendy Intelligence  Price  Business Develop  Competitive Intelligence  Promotion  Business Intelligence  Place  Segmentation Intelligence
  41. 41. Organization: Head of Marketing Assistant Product Business Pricing Product Demand Marketing Marketing Intelligence Management Management Supply Operation
  42. 42. Deliveries: 4Ps Head of CoC Assistant Product Business Pricing Product Demand Marketing Marketing Intelligence Management Management Supply Operation  Product Plan  Proposition (Product Story)  Accessories bundlings  Launch & Transition plan  Competitive Price Plan  Demand Supply Plan  Marcomm and Promotion Plan  Quarterly Comprehensive Marketing Strategy  Monitoring & Track Strategy Execution Weekly
  43. 43. Quarterly Plan Identify 4P Business Marketing Opportunity Strategy Weekly Execution Business Monitoring Q-End Report Root Execution Causes & Actions Plan
  44. 44. Identify Busines 4P Marketin s Business Opportunity Identification Opportu g nity Strategy Executio Q-End n Report Busines s Monitori ng Root Causes & Actions Plan External Data Forecast Model Internal Data
  45. 45. Identify Busines 4P Marketin Business Opportunity Identification s Opportu g nity Strategy FY04Q4 Inspiron Priority Q-End Executio n (mil $) Report Busines s Monitori ng Root Causes & Actions Plan 6 Quarterly margin opportunity 4 CN BSD P CN BSD M HK P (1%) HK M (2%) (2%) (5%) HK UP (1%) 2 CN UP (3%) CN DHS M (10%) CN DHS P (11%) HK V (4%) 0 0 10 20 30 40 50 60 CN BSD V (2%) -2 CN DHS V (0%) -4 (mil $) Quarterly revenue opportunity
  46. 46. Identify Busines 4P Marketin 4P Marketing Strategy s Opportu g nity Strategy Executio Q-End n Report Busines s Monitori ng Root Causes & Actions Product Manager Plan Pricing Manager Product Marketing Manager Marcom Manager Demand/Supply Manager
  47. 47. Identify Busines 4P Marketin 4P Marketing Strategy s Opportu g nity Strategy Executio Q-End n Report Busines s Monitori ng Root Causes & Actions Product Plan Pricing Marketing Strategy Promotion Place
  48. 48. Identify Busines 4P Marketin s Marketing Strategy Opportu g nity Strategy Executio Q-End n Report Busines s Monitori ng Root Causes & Actions Plan
  49. 49. Identify Busines 4P Marketin s Weekly Operation Model Opportu g nity Strategy Executio Q-End n Report Busines s Monitori ng Root Causes & Actions Product Plan Manager Marcom Pricing Manager Manager P&L Service Owner D/S Manager Manager PMM QA Business Manager Analyst Sales Manager
  50. 50. Identify Busines 4P Marketin s Business Monitoring Opportu g nity Strategy Executio Q-End n Report Busines s Monitori ng Root Causes & Actions Plan
  51. 51. Identify Busines 4P Marketin s Root Causes and Actions Plan Opportu g nity Strategy Executio Q-End n Report Busines s Monitori ng Root Causes & Actions Plan
  52. 52. Approval and Execution Product Marketing Approval and Delegation Manager Product Pricing D/S Business Sales QA Service Marcom Manager Manager Manager Analyst Manager Manager Manager Manager Communication and Drive
  53. 53. Q-End Report Identify 4P Business Marketing Opportunity Strategy Execution Q-End Report Business Monitoring Root Causes & Actions Plan
  54. 54. Summary and Closing
  55. 55. Chinese Companies in S-Curve Vision Strategy Operation Vision Strategy Operation
  56. 56. Lets Focus More On Vision Strategy Operation
  57. 57. Thank You !

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