Corp Overview Dec2309


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Corp Overview Dec2309

  1. 1. Paul Writer Overview of Advisory Services Photo Courtesy Agustin Ruiz, Flickr Wednesday 23 December 2009
  2. 2. About Us ✤ Paul Writer is an advisory firm that helps define Paul Writer is founded by Jessie Paul, your marketing, branding and communications considered an expert in brand strategy. internationalization and frugal marketing. In 2009, Jessie published No Money Marketing, ✤ We provide frameworks, processes, expert Tata McGraw-Hill’s fastest selling support, and creative insights to enable you to professional book on marketing. translate who you are into a cohesive marketing plan. As Chief Marketing Officer of Wipro’s IT business and as Global Brand Manager at ✤ Paul Writer brings expertise on marketing Infosys, she has been recognized for her innovations across the spectrum of offline and contribution towards putting the Indian IT online to reposition and communicate brand industry on the global map. values in a frugal, yet effective manner. With over 15 years in services marketing, including a stint with Ogilvy & Mather, Jessie ✤ Services offered are has been named one of the most influential ✤ Marketing Strategy Design business women in India. She runs a popular blog on marketing and was India’s first CMO ✤ Marketing Strategy Implementation Review on Twitter. ✤ Professional Development for Marketing ✤ Build-Operate-Transfer of the marketing function Wednesday 23 December 2009
  3. 3. Because the purpose of business is to create a customer, the business enterprise has two -and only two - basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business. - Peter Drucker The Marketing Strategy Wednesday 23 December 2009
  4. 4. Discovery Position Expression Action Building the Marketing Strategy •Marketing is about making Discovery Position Expression Action yourself relevant in the market-place Where are we How do we Creating and Sustaining and today? want to be delivering our measuring our ! Baseline current perceived? brand promise brand presence Perceptions ! Based on ! Articulating the over time •We need to understand through brand audit company vision, brand manifestations of the attributes ! Go to market strategy both what we want to be and ! Current state of attributes ! Identifying the ! Translating this to client mining ! Identifying a channels for each identified what the customer wants us ! Map the di!erentiated communicating segment, as a competition position to stakeholders marketing plan & to be landscape/ ! Defining our calendar mindscape priorities – ! Auditing & ! Strategic Intent o!erings, Calibrating of the CEO customers, against identified • Once a unique position has regions, metrics industries been identified, marketing communicates this to the eco- The Writer’s Way: Paul Writer’s Approach to Marketing Strategy system in a compelling manner Wednesday 23 December 2009
  5. 5. Discovery Position Expression Action Discovery Mature Champions high Relative Marketshare •Where are you placed in the Relative Position Matrix? Stragglers Upstarts low •What do your customers think of you? Is this aligned low high with your aspirations? Relative Growth Rate Paul Writer’s Relative Position Matrix TM Quadrant Approach •How relevant, Address many with one offering, or has a differentiated, and unique are Champion broad offering set. Aggressive stance to defend territory your offerings? Need to rejuvenate value proposition. Gain Mature marketshare by addressing champion’s weaker markets •What are the segments you Superior value proposition, focus on rapidly operate in? Upstarts increasing marketshare before champions react to the new model. Become a niche player, build a Stragglers specialization. Address new markets. Wednesday 23 December 2009
  6. 6. Discovery Position Expression Action Positioning WHY NOT BUY DIFFERENTIATORS Strategy SOMEONE ELSE? This is the one attribute which differentiates the brand from the other firms. VALUE ADDERS – CUSTOMER BENEFITS WHY BUY These are benefits that your clients appreciate and which not everyone in the ME? industry offers. These would be the answer to the “Why buy me?” question. TABLE STAKES Derived from a gambling term, it means the basic offering/customer benefits required to play in that industry. ✤ What is the space you can own in the mind of the WHO AM I? customer? It is very difficult (and expensive) to dislodge an incumbent. What differentiates your offering? SATISFICERS Elements which are indispensable and without which you cannot attract clients. ✤ Positioning begins with clear, definitive answers to Paul Writer’s Branding House TM ✤ Who am I? ✤ Why buy me? ✤ Why not buy someone else? ✤ The output of this exercise is Paul Writer’s proprietary Vision Branding House Environment People Input Core Output Community Elements Service Impact Do you have the better mousetrap, better cheese, or Surround Surround ✤ Delivery Facilities Attributes Investor both? Your position can be built around core or Price Returns surround branding depending on your assets and Country of origin Industry Development strategic intent. Executive Management Corporate Core ✤ The output of this exercise is the Core-Surround Attribute Governance Map Elements that are directly related to service performance Service Delivery Quality Business Process Benefits Paul Writer’s Core-Surround Attribute Map TM Wednesday 23 December 2009
  7. 7. Discovery Position Expression Action Expression: Marketing Plan Levers Channels Goals •• Executive Executive • Thought + Branding Branding 1. Become the thought = Leadership leader •• Pricing Pricing 2. Become the face of • Public Relations the industry ✤ Prioritizing the brand levers •• Country of Country of Origin Origin • Awards 3. Pride of ownership •• Sustainability Sustainability • Online Presence ✤ Prioritizing the brand channels Sample Brand Map Source: No Money Marketing, by Jessie Paul, Tata McGraw-Hill, 2009 ✤ Defining the marketing eco-system Government Analysts Friends & Family Employees ✤ Defining the marketing outreach plan Other Customers Journalists Buyer Sales Consumer Guides Trade Consulting Associations Companies Buying Expert Advisors Users Academics Bloggers Sample Marketing Ecosystem Source: No Money Marketing, by Jessie Paul, Tata McGraw-Hill, 2009 Wednesday 23 December 2009
  8. 8. Discovery Position Expression Action Action 1. 2. 3. 4. 5. 6. 7. Awareness Media Influencer Customer Thought Collateral Prospect Relations Relations Mining Leadership Mining ✤ Defining a marketing plan with Positioning Blueprint Events calendar clear action items Account Based Marketing Regional marketing plans Executive Branding Thought leadership ✤ Establishing the delivery Standardize collateral & vendor network network for marketing CRM Program Influencer Relations Q1 Q2 Q3 Q4 9 Sample Activity Outline Media Relations ✤ Setting metrics and benchmarks No. Topic Anchor Publication or Event 1 Customer Research Ravi Rao ZD Net 2 Partnership Announcement Laksmi Devi Voice & Data 3 Client Win Shibu George BS, CNBC, HT, PTI 4 Quarterly Results John Smith May 2010 June 2010 July 2010 Customer Research Partnership Announcement Client Win Quarterly Results Sample Quarterly Media Calendar Wednesday 23 December 2009
  9. 9. Unless a variety of opinions are laid before us, we have no opportunity of selection, but are bound of necessity to adopt the particular view which may have been brought forward - Herodotus, 5th century BC, Greek historian Photo Courtesy Kenny Corbin, Flickr Interventions Marketing Strategy & Implementation Depth Reviews Wednesday 23 December 2009
  10. 10. Interventions Friends & Other Customers Family Government Sourcing Industry Advisors Associations Analysts Journalists high Consulting Expert Firms Users Employees Influence Consumer Reports Academics Internet low Pundits ✤ Paul Writer offers depth reviews to assess current marketing effectiveness and to brainstorm on ways to enhance it. low high Reach Prioritization - Reach vs Influence ✤ Structured as workshops, these interventions can Source: No Money Marketing, by Jessie Paul, Tata McGraw-Hill, 2009 help in bringing fresh perspective, creative insights, and industry best practices to the marketing Virtual Worlds programs Other Networking Websites Forums ✤ Areas covered are: Primary Web Presence Search Online Engines Updates Promotions through Social ✤ Marketing strategy RSS, Twitter Networking Multimedia Sharing Portals ✤ Solutions Differentiation ✤ Customer Outreach Offline Promotion ✤ Online & Offline Communication Programs Online Roadmap Source: No Money Marketing, by Jessie Paul, Tata McGraw-Hill, 2009 Wednesday 23 December 2009
  11. 11. All men can see these tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved. - Sun Tzu Photo Courtesy Kevin Dooley, Flickr Build-Operate-Transfer Wednesday 23 December 2009
  12. 12. Build-Operate- Transfer Discovery Position Expression Action Transfer ✤ Build: Where are we How do we Creating and Sustaining and Building Internal today? want to be delivering our measuring our Capability ! Baseline current perceived? brand promise brand presence ✴Define Marketing Perceptions ! Based on ! Articulating the over time Organization and ✤ Creating the annual marketing plan, executing through brand company manifestations ! Go to market assist in recruitment audit vision, brand of the attributes strategy the Discovery, Positioning and Expression ! Current state of attributes ! Identifying the ! Translating this to ✴Develop Execution client mining Network leveraging exercises ! Map the ! Identifying a di!erentiated channels for communicating each identified segment, as a external & internal position to stakeholders marketing plan & capabilities competition landscape/ ! Defining our calendar ✴On-the-job training mindscape priorities – ! Auditing & to ensure alignment o!erings, ✤ Operate ! Strategic Intent customers, Calibrating against identified of the CEO ✴Monthly Review regions, metrics industries Sessions ✤ Manage the execution of the marketing action BUILD OPERATE TRANSFER plan through a dedicated virtual marketing office ✤ Transfer BUILD PLAN OPERATE PLAN OPERATE & Wk 1-4 THROUGH VIRTUAL CMO OFFICE INDUCTION ✤ Define the marketing organization structure, Wk 4-24 Wk 24-28 role definition, assistance in recruitment of CMO, on-the-job training, monthly coaching CMO RECRUITMENT COACHING sessions Wk 16-28 Wk 28-36 Wednesday 23 December 2009
  13. 13. What is right for you? ✤ Marketing Strategy ✤ Every 1 to 3 years to ensure that there is alignment between what you sell and what customers buy ✤ New product and service introductions ✤ New market entry - either country or industry - must be preceded by a positioning exercise ✤ To create an annual marketing calendar ✤ Marketing Interventions ✤ Optimize the marketing plan ✤ Get a structured baseline in place, with a strategic review ✤ Add a specific program to the marketing mix ✤ Build - Operate - Transfer ✤ Ideal for setting up the marketing department either globally or for India ✤ Suitable for smaller firms that do not require a full-fledged marketing team immediately Photo Courtesy Kevin Dooley, Flickr Wednesday 23 December 2009
  14. 14. Unless commitment is made, there are only promises and hopes... but no plans. Peter Drucker Photo Courtesy Jesslee Cuizon, Flickr Engagement Models Wednesday 23 December 2009
  15. 15. Engagement Models ✤ Consulting Service Units ✤ Minimum block of 3 days. Can be used across workshops, evaluation/brainstorming of specific programs, training. Ideal for short engagements. ✤ Retainer ✤ 5 consulting days per month, minimum commitment of 3 months. ✤ Can be applied across marketing strategy and plan creation, workshops, evaluation/brainstorming for specific programs, webinars ✤ Build-Operate-Transfer ✤ Structured either as a retainer across a 9 month BOT engagement, or as payment for each phase of BOT ✤ Includes marketing strategy+plan creation, operation through Paul Writer Innovation Network (P-WIN) for 6 months, helping structure & recruit the marketing team, booster sessions for 3 months. P-WIN is a high quality network of best-of-breed service providers who help execute the marketing plan as per defined metrics. Wednesday 23 December 2009
  16. 16. Writer: n A person entrusted with managing a tea or coffee estate including the marketing and operational management. A trusted advisor of the estate owner. Origin: Colonial English. Paul Writer: n A trusted advisor to brand owners. West African symbol or adinkra for “help me and let me help you” Thank You Skype: jessie_paul 312-313 Prestige Meridian, 30 MG Road, Bangalore 560 001, India The frameworks and concepts in this discussion are elaborated in No Money Marketing by Jessie Paul, published by Tata McGraw-Hill in 2009. Please visit for more information All rights reserved. No portion of this presentation may be excerpted or reused without the author’s written permission Photo Courtesy Powru, Flickr Wednesday 23 December 2009