Mission 2012

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  • This gives an overview of what I’ll cover in this talk – journey in terms of strategy and structural change since I started at the BL in 2000 I’ll come on to this in more detail later. First I would like to talk about some of the challenges I faced when I joined the library in terms of cultural / structural change –and how we addressed these.
  • Mission 2012

    1. 1. MISSION - 2012 Prepared By : Md. Mushfik Monjur
    2. 2. OVERVIEW <ul><ul><li>Image Marketing </li></ul></ul>Brand equity <ul><ul><li>Divisional Planning </li></ul></ul>We Place High Value On Customer Service Organization mission Strategic management Divisional Strategy Corporate Strategy Strategic Marketing
    3. 3. Our Strategic Planning <ul><li>Developing and Maintaining a strategic fit between the organization's objectives and resources and its changing market opportunities. </li></ul>Org Objectives Resources Changing Environment Strategic Fit
    4. 4. Sun Tze on Strategy <ul><li>“ Know your enemy, know yourself, and your victory will not be threatened. Know the terrain, know the weather, and your victory will be complete.” </li></ul>
    5. 5. Few Facts : Electricity Generation In Bangladesh <ul><li>Maximum generation in 2008 : 3935.1 MW </li></ul><ul><li>Maximum Generation In 2007 : 4130 MW </li></ul><ul><li>Maximum Generation In History : 4130 MW </li></ul>
    6. 6. Development plan Up to 2012 <ul><li>Installed Capacity, MW </li></ul><ul><li>Peak Demand, MW </li></ul><ul><li>Net Generation, MKWh </li></ul><ul><li>Transmission Line, Km </li></ul><ul><li>Capacity of Grid S/S, MVA </li></ul><ul><li>(a) 230/132 KV </li></ul><ul><li>(b) 132/33 KV </li></ul><ul><li>Distribution Line, Km </li></ul><ul><li>No. of Consumers, million </li></ul><ul><li>No. of Village Electrified </li></ul><ul><li>per Capita Generation, kWh </li></ul><ul><li>Access to Electricity </li></ul><ul><li>Investment Requirement, (billion Tk) </li></ul><ul><li>9,666 </li></ul><ul><li>7,887 </li></ul><ul><li>39,157 </li></ul><ul><li>7,180 </li></ul><ul><li>11,575 </li></ul><ul><li>17,920 </li></ul><ul><li>3,45,530 </li></ul><ul><li>12.75 </li></ul><ul><li>69,571 </li></ul><ul><li>260 </li></ul><ul><li>65% </li></ul><ul><li>307 </li></ul>
    7. 7. Road To 2012 & Our Scope <ul><li>Upcoming New Power plants : 26 </li></ul><ul><li>Out of 26 – Gas Power : 25 & Hydropower :1 </li></ul><ul><li>Present Proven Reserve of Natural Gas : 8.40 TCF </li></ul><ul><li>First Half of FY08 : </li></ul><ul><li>i) Avg. Daily Power generation – 3552 MW </li></ul><ul><li>ii) Peak Demand Stood At : 5200 MW </li></ul>
    8. 8. SCOPE OF WORKS <ul><li>DESA </li></ul><ul><li>DESCO </li></ul><ul><li>BPDB </li></ul><ul><li>PGCB </li></ul><ul><li>DPDC </li></ul><ul><li>PBS </li></ul><ul><li>BERC </li></ul><ul><li>REB </li></ul><ul><li>APSCL </li></ul><ul><li>EGCB </li></ul><ul><li>NWZPDC </li></ul><ul><li>NWPGC </li></ul><ul><li>PC </li></ul><ul><li>SZPDC </li></ul><ul><li>WZPDC </li></ul><ul><li>RPC </li></ul>
    9. 9. Our Key Elements of Marketing Strategy Formulation <ul><li>The strategic 3 Cs </li></ul><ul><ul><li>Customers, Competitors & the Corporation </li></ul></ul><ul><li>  Strategic Marketing Decisions </li></ul><ul><ul><li>Where to compete </li></ul></ul><ul><ul><li>How to compete </li></ul></ul><ul><ul><li>When to compete </li></ul></ul>
    10. 10. <ul><li>We Must have a clearly defined market </li></ul><ul><li>We Must have a good match between corporate strengths and market needs </li></ul><ul><li>We Must have significant positive differentiation in the key success factors of the business </li></ul>A Viable Marketing Strategy
    11. 11. Marketing Audit of EEL <ul><li>Comprehensive </li></ul><ul><ul><li>Must cover all marketing areas </li></ul></ul><ul><li>Systematic </li></ul><ul><ul><li>Sequential diagnostic steps </li></ul></ul><ul><li>Independent </li></ul><ul><ul><li>Internal & external auditors </li></ul></ul><ul><li>Periodic </li></ul><ul><ul><li>Performed at regular intervals </li></ul></ul>
    12. 12. Charter Value <ul><li>Customer Satisfaction </li></ul><ul><li>Profitability </li></ul><ul><li>Warm relationship with others </li></ul><ul><li>Sense of Accomplishment </li></ul><ul><li>Self-fulfillment </li></ul><ul><li>Sense of belonging </li></ul><ul><li>Respect from others </li></ul><ul><li>Self-respect </li></ul><ul><li>Security </li></ul>
    13. 13. Sources of Customer Value <ul><li>Economic : </li></ul><ul><ul><li>The economic benefit a customer derives from using a product </li></ul></ul><ul><li>Functional : </li></ul><ul><ul><li>Those aspects of a product that provide functional or utilitarian benefits to customers </li></ul></ul><ul><li>Psychological : </li></ul><ul><ul><li>The image of the product, including how the product “feels” and whether that feeling matches the image the customer wants to project </li></ul></ul>
    14. 14. ENERGYPAC IS A BRAND OUR BRAND BUILDING PROCESS
    15. 15. EnergypacBrand Building Touch-Points Brand Positioning and Essence Brand Strategy Brand Benefits Consumer Study Brand Attributes
    16. 16. Our Brand EEL ENVIRON- MENT PACKAGING EVENTS BROADCAST PRINT CO-BRANDING GUERRILLA MEDIA OUTDOOR RETAIL THEME ART PROMOS MARKETING INTERACTIVE DIRECT MKTG E-MAIL MARKETING E-COMMERCE ONLINE MEDIA UNIFORM CRM PUBLIC RELATIONS DIGITAL ASSET MGMT GRAPHIC STANDARDS PLAYING SURFACE CORPORATE IDENTITY
    17. 17. How Can We Measure Our Brand Equity <ul><li>Awareness: </li></ul><ul><ul><li>Being aware of a brand is usually a requirement for its purchase and tends to lead to more favorable opinions by reducing the risk associated with a familiar option. </li></ul></ul><ul><li>Associations: </li></ul><ul><ul><li>Images related to overall quality as well as specific product attributes and user characteristics affect the reaction to a brand. </li></ul></ul><ul><li>Attitude: </li></ul><ul><ul><li>Overall favorability toward a brand is a critical part of brand equity. </li></ul></ul><ul><li>Attachment: </li></ul><ul><ul><li>Loyalty to a brand is the strongest type of equity, and most beneficial for sellers. </li></ul></ul><ul><li>Activity: </li></ul><ul><ul><li>The strongest fans of a brand become advocates. </li></ul></ul>
    18. 18. How Can We Maintain Brand Loyalty Brand Loyalty Treat the Customer right Stay close to the Customer Measure / Manage Customer Satisfaction Create a solution for a Customer Problem / Reward loyalty Provide Extras
    19. 19. We May Maintain Brand Awareness Top of Mind Brand Recall Brand Recognition Unaware of Brand
    20. 20. Assessing the Value of the Product Category <ul><li>Determine the uses of the product </li></ul><ul><li>Estimate the importance of the uses </li></ul><ul><li>List competing products for the uses </li></ul><ul><li>Determine the relative effectiveness of the product category in each usage situation </li></ul>
    21. 21. Three Minute Drill… <ul><li>How Can We Improve Our Customer Analysis for Our Project? </li></ul><ul><ul><li>Demographic </li></ul></ul><ul><ul><li>Socioeconomic </li></ul></ul><ul><ul><li>Personality </li></ul></ul><ul><ul><li>Psychographics and values </li></ul></ul>
    22. 22. Hierarchy of Objectives Company Mission/Vision Corporate objectives Corporate strategies Divisional objectives Divisional strategies Product/brand objectives Brand strategies Program objectives Tactics Level I Level 0 Level III Level II Level IV
    23. 23. Strategic Alternatives Growth in sales or market share New segments Market development Convert nonusers New product development Competitors’ customers Efficiency, short-run profits Existing customers Market penetration Long-term profits Reduce costs Decrease inputs Improve asset utilization Increase price Increase outputs Improve sales mix
    24. 24. We May Focus On Five Areas For Differentiation <ul><li>Quality </li></ul><ul><li>Status and Image </li></ul><ul><li>Branding </li></ul><ul><li>Convenience and Service </li></ul><ul><li>Distribution </li></ul>
    25. 25. EEL believes in creating motivating communication solutions that connect brand assets with consumers on deep emotional levels. This fusion drives activation, increases brand awareness and builds brand equity - positioning client brands for maximum success. What: EEL Believes Brands Must “ Win The Heart”
    26. 26. We Value Different Types of Objectives <ul><li>Profitability </li></ul><ul><li>Growth </li></ul><ul><li>Market share </li></ul><ul><li>Social responsibility </li></ul><ul><li>Employee welfare </li></ul><ul><li>Product Quality </li></ul><ul><li>Service </li></ul><ul><li>R&D </li></ul><ul><li>Diversification </li></ul><ul><li>Efficiency </li></ul><ul><li>Financial stability </li></ul><ul><li>Resource conservation </li></ul><ul><li>Mgt & labor development </li></ul>
    27. 27. RECENT STRATEGIC DEVELOPMENT <ul><ul><li>Strategy phase 1 </li></ul></ul><ul><ul><li>2000 </li></ul></ul><ul><ul><li>Existing Strategies </li></ul></ul><ul><ul><li>Strategy phase 2 </li></ul></ul><ul><ul><li>Upcoming Years </li></ul></ul><ul><li>New corporate strategy </li></ul><ul><ul><li>Our approach: </li></ul></ul><ul><ul><li>Products & services </li></ul></ul><ul><ul><li>Discipline reviews </li></ul></ul><ul><ul><li>Property strategy </li></ul></ul><ul><ul><li>Key themes: </li></ul></ul><ul><ul><li>Making the case for change </li></ul></ul><ul><ul><li>Restructuring to enable change </li></ul></ul><ul><ul><li>Market focus </li></ul></ul><ul><ul><li>Modernizing our services </li></ul></ul><ul><ul><li>Managing collection as single entity </li></ul></ul><ul><ul><li>E-strategy </li></ul></ul><ul><ul><li>Changes in external environment </li></ul></ul><ul><ul><li>Vision </li></ul></ul><ul><ul><li>Mission </li></ul></ul><ul><ul><li>Strategic priorities </li></ul></ul><ul><ul><li>Corporate strategy </li></ul></ul>
    28. 28. OVERALL CHANGE PROGRAMME TIMELINE 2008 JUNE Remaining After Dec 2008 2008 Expected Signing Contract 2008 December Total : 370 MW Public : 60 MW Private-Public Partnership : 310 MW Total : 570 MW Public : 240 MW Public-Private Partnership : 330 MW Total : 2820 MW Public : 1470 MW Public-Private Partnership : 1350 MW 2009 Demand About 6000 MW For Reliable Supply : 7300 MW Per capita Consumption : 170 KWh Total : 2310 MW Public : 1410 MW Public-Private Partnership : 900 MW About 9,300 MW 2012 Demand
    29. 29. STRATEGY PHASE - PROGRESS TO DATE <ul><ul><li>But still much to do to REACH and EMBED </li></ul></ul><ul><ul><li>More externally focused and market facing </li></ul></ul><ul><ul><li>More effective and efficient management of core functions </li></ul></ul><ul><ul><li>More integrated view of collections and their management </li></ul></ul><ul><ul><li>Faced up to endemic HR issues; modernised our people strategy </li></ul></ul><ul><ul><li>Catching up with our technology infrastructure </li></ul></ul>
    30. 30. STRATEGY PHASE – OUR APPROACH Focus for Corporate Strategy review <ul><li>APPROACH </li></ul><ul><li>First conduct in-depth analysis of EEL’s strategic context (internal and external) </li></ul><ul><li>Then focus efforts on developing long-term Vision </li></ul><ul><li>Ultimately develop Strategic Priorities as first stage of Business Planning cycle </li></ul>Analyse strategic context (both internal and external) Organisational values Mission statement Vision Strategic priorities Strategies Business Plans Budgets Implem-entation Perform-ance & impact review
    31. 31. STRATEGIC FOCUS FOR THE NEXT 3 YEARS <ul><ul><li>Transforming search and navigation </li></ul></ul><ul><ul><li>Building the digital research environment </li></ul></ul><ul><ul><li>Growing and managing the collection </li></ul></ul><ul><ul><li>Developing our people </li></ul></ul>
    32. 32. Concerns of EEL’s competitive analysis How can our competitors be grouped meaningfully? Figure 20.8 Source : Adapted from Wilson et al . (1992).
    33. 33. Function Process <ul><li>Market Research </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Online Marketing </li></ul><ul><li>Trade Shows </li></ul><ul><li>Public Relations </li></ul><ul><li>Collateral Material </li></ul><ul><li>Advertising </li></ul><ul><li>Lead Management </li></ul><ul><li>Measurement </li></ul><ul><li>Direct Mail, Print </li></ul><ul><li>Seminars </li></ul><ul><li>Digital </li></ul><ul><ul><li>Email, Web site, Banner Ads, Links </li></ul></ul><ul><li>Case Studies, White Papers </li></ul><ul><li>Speaking </li></ul><ul><li>Database Management </li></ul>
    34. 34. Tactical Marketing <ul><li>Define USP </li></ul><ul><li>Identify market </li></ul><ul><li>Generate marketing ideas </li></ul><ul><li>Plan concept development </li></ul><ul><li>Forecast financial analysis </li></ul><ul><li>Create a corporate ID </li></ul><ul><li>Prepare market entry strategy </li></ul>
    35. 35. Make Marketing Decisions That: <ul><li>Satisfy target customers’ needs </li></ul><ul><li>Help them achieve their organizational goals and objectives </li></ul>
    36. 36. Strategic Marketing <ul><li>Understand emerging business trends </li></ul><ul><li>Define value-based market </li></ul><ul><li>Create a focus </li></ul><ul><li>Plot organizational development </li></ul><ul><li>DO competitive analysis </li></ul><ul><li>Develop communication & collateral materials </li></ul><ul><li>Talk to the decision maker </li></ul>
    37. 37. Strategic Planning <ul><li>Be aware of industry and economic changes </li></ul><ul><li>Understand buyer’s pain </li></ul><ul><li>Know your client’s buy cycle </li></ul><ul><li>Analyze business problems to better formulate marketing strategy </li></ul><ul><li>Research client’s needs </li></ul>
    38. 38. Reasons People Buy <ul><li>Need </li></ul><ul><li>Desire </li></ul><ul><li>Emotion </li></ul><ul><li>Security </li></ul><ul><li>Integrity </li></ul><ul><li>Quality </li></ul><ul><li>Service </li></ul><ul><li>Value </li></ul><ul><li>Price </li></ul>What to look for What they want
    39. 39. Image Marketing <ul><li>Know key differentiators </li></ul><ul><li>Stick to Position Statement </li></ul><ul><li>Create perceived value in marketing </li></ul><ul><li>Project problem solving features </li></ul><ul><li>Stay focused </li></ul><ul><li>Build value over time </li></ul>
    40. 40. Our Approach of Narrowing Target Markets Combined target market approach Single target market approach Multiple target market approach All customer needs Some generic needs One broad product market Homogeneous (narrow) product markets Narrowing down to specific product-market Segmenting into possible target markets Selecting target marketing approach
    41. 41. THANK YOU

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