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Aerospace Marketing: Building Sales & Marketing //<br />Denzil D’Sa<br />July 28, 2011<br />Denzil D’Sa<br />July 28, 2011...
2<br />AGENDA // <br />Denzil D’Sa Introduction<br />Course Objectives<br />Marketing and Sales: The Love-Hate relationshi...
DENZIL D'SA BRAND STRATEGIST // MARKETING DIRECTOR<br />DENZIL D'SA, BRAND STRATEGIST / MARKETING DIRECTORDenzil D’Sa is a...
4<br />COURSE OBJECTIVES // <br />Introduction to international Business aviation, <br />Benefits of strong sales and mark...
SALES AND MARKETING // “THE LOVE-HATE RELATIONSHIP”<br />Sales and Marketing are on the same side, but they have very diff...
CREATING VALUE FOR THE SALES FORCE<br />6<br />Creating Value for the Sales Force // <br />
CREATING VALUE FOR THE SALES FORCE // <br />7<br />Brand relationship<br />Sales Tools <br />Marketing Channels<br />
CREATING VALUE FOR THE SALES FORCE // <br />8<br /><ul><li>The Brand Relationship
The emotional relationship between a customer and a product
The core essence of the brand
Built on a culmination of messages experiences</li></ul>Brand relationship<br />
CREATING VALUE FOR THE SALES FORCE // <br />9<br /><ul><li>The Marketing Channels
All communication channels as part of a marketing toolkit
Advertising
Web
Trade Shows
Public Relations
Marketing Collateral</li></ul>Marketing Channels<br />
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Denzil DSA Aerospace Marketing: Building Sales & Marketing - English version

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Aerospace Marketing: Building Sales & Marketing - English version
Objectives
Introduction to international Business aviation,
Benefits of strong sales and marketing relationship,
Ingredients to build and implement strong marketing and sales programs.

Part One - Sales and Marketing -“The love-hate relationship”

Part Two - Creating value for the Sales Force

Part Three - Interactive Case study

Published in: Business, Technology
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Transcript of "Denzil DSA Aerospace Marketing: Building Sales & Marketing - English version"

  1. 1. Aerospace Marketing: Building Sales & Marketing //<br />Denzil D’Sa<br />July 28, 2011<br />Denzil D’Sa<br />July 28, 2011<br />
  2. 2. 2<br />AGENDA // <br />Denzil D’Sa Introduction<br />Course Objectives<br />Marketing and Sales: The Love-Hate relationship<br />Creating Value for the Sales Force <br />Interactive Case Study<br />Business Aircraft Example<br />Objectives Revisited<br /> <br />
  3. 3. DENZIL D'SA BRAND STRATEGIST // MARKETING DIRECTOR<br />DENZIL D'SA, BRAND STRATEGIST / MARKETING DIRECTORDenzil D’Sa is a strong business leader with key qualities based on fundamental values. With the powerful ability to motivate and lead teams towards strong engagement for over 10 years of marketing experience in the luxury and technology markets. He has managed the International Brand and Marketing programs for three world-renowned luxury brands targeting the Ultra-High-Net worth individuals market worldwide.    Under his direction, each of the three world-renowned business aircraft brands, Learjet, Challenger and Global have become a key market distinguisher for Bombardier. He has gone beyond social media to leverage technologies in all aspects of our life with proven result from the innovative use of technology to underscore leadership and ingenuity messages. Prior to Bombardier, Denzil worked at the Canadian Space Agency, in public, private, and community environments, working as MARCOM consultant as well as a radio Program Director.<br />3<br />
  4. 4. 4<br />COURSE OBJECTIVES // <br />Introduction to international Business aviation, <br />Benefits of strong sales and marketing relationship, <br />Ingredients to build and implement strong marketing and sales programs.<br /> <br />Part One - Sales and Marketing -“The love-hate relationship”<br /> <br />Part Two - Creating value for the Sales Force<br /> <br />Part Three - Interactive Case study<br />
  5. 5. SALES AND MARKETING // “THE LOVE-HATE RELATIONSHIP”<br />Sales and Marketing are on the same side, but they have very different views about how to get things  <br />Sales tends to be action-oriented, focused on day to day relationships and the short term; <br />Marketing tends to be more cerebral, creative and long-term oriented. <br />The two functions have different metrics, and compensation programs, leading to deep cultural divides. <br />5<br />A strong sales and marketing relationship will lead to stronger customer relationships, and lead to long-term loyalty<br />
  6. 6. CREATING VALUE FOR THE SALES FORCE<br />6<br />Creating Value for the Sales Force // <br />
  7. 7. CREATING VALUE FOR THE SALES FORCE // <br />7<br />Brand relationship<br />Sales Tools <br />Marketing Channels<br />
  8. 8. CREATING VALUE FOR THE SALES FORCE // <br />8<br /><ul><li>The Brand Relationship
  9. 9. The emotional relationship between a customer and a product
  10. 10. The core essence of the brand
  11. 11. Built on a culmination of messages experiences</li></ul>Brand relationship<br />
  12. 12. CREATING VALUE FOR THE SALES FORCE // <br />9<br /><ul><li>The Marketing Channels
  13. 13. All communication channels as part of a marketing toolkit
  14. 14. Advertising
  15. 15. Web
  16. 16. Trade Shows
  17. 17. Public Relations
  18. 18. Marketing Collateral</li></ul>Marketing Channels<br />
  19. 19. CREATING VALUE FOR THE SALES FORCE // <br />10<br /><ul><li>Sales Tools
  20. 20. Creating unique customer experiences
  21. 21. Direct Mail
  22. 22. Product Demos
  23. 23. Product Comparisons
  24. 24. Customized Presentations</li></ul>Sales Tools <br />
  25. 25. CREATING VALUE FOR THE SALES FORCE // <br />11<br />Brand relationship<br />Sales Tools <br />Marketing Channels<br />
  26. 26. 12<br />CREATING VALUE FOR THE SALES FORCE// ELEMENTS OF CONSIDERATION <br />The Market Context<br />Personal Relationship – Relationship driven industry. <br />Brand positioning (competitors)<br />Effectively communicating <br />
  27. 27. PERSONAL RELATIONSHIP- RELATIONSHIP DRIVEN INDUSTRY // CUSTOMER LIFE CYCLE<br />13<br />
  28. 28. BRAND POSITIONING // COMPETITORS<br />Cessna:<br /><ul><li>Dependable positioning
  29. 29. Strong customer support messages
  30. 30. Perceived as America
  31. 31. Aviation mature approach</li></ul>Dassault:<br /><ul><li>Technology driven positioning
  32. 32. Strong efficiency messages
  33. 33. Perceived as leading edge
  34. 34. Aviation mature approach</li></li></ul><li>BRAND POSITIONING // COMPETITORS<br />Gulfstream:<br /><ul><li>Status positioning
  35. 35. Product attribute messages
  36. 36. Perceived as the benchmark
  37. 37. Aviation mature approach</li></ul>Embraer:<br /><ul><li>Mixed positioning
  38. 38. Mixed product messages
  39. 39. Leveraging design appeal
  40. 40. Perceived as a new player</li></li></ul><li>16<br />Brand relationship<br />Marketing Channels<br />Sales Tools <br />EFFECTIVE COMMUNICATIONS // FUSION OF THE 3 KEY ELEMENTS <br />
  41. 41. CREATING VALUE FOR THE SALES FORCE<br />17<br />Interactive Case Study // <br />Business Aircraft Example<br />
  42. 42. CONTACT ME FOR MORE//<br />DENZIL D'SA  <br />PHONE: 514-518-8709<br />WEB: www.denzildsa.com  <br />EMAIL: denzil.dsa@gmail.com <br />LINKEDIN: ca.linkedin.com/in/denzildsa <br />TWITTER: @reekooh<br />
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