Strategic Presentation for a leading IT & Outsourced Business Services Provider

1. Company Logo
Corporate Marketing
(Battle) Plan 2013-14
By:
Paul Sebastian Rosario
Senior Level Marketing Specialist
Mumbai, May 16th 2013
Presentation for a leading IT & outsourced business
services provider based out of Mumbai

2. Company Logo
War Room (Index)
• War Room Situation
• Battle Strategy
• Tactical Deployments
– 1st Wave
– 2nd Wave
– 3rd Wave
– 4th Wave
• Recruitment & Reconnaissance
• Battle Spoils
• Summarize Strategy

3. Company Logo
War Room Situation
(Business Reflection)
XXXX brand… to transcend Indian borders
However… need to consolidate itself as a professionally
driven, unified & branded organization, offering world
class quality end-to-end solutions
- LOCALLY
Note: Business Reflection & information in subsequent slides is based on my experience and
perception formed while visiting XXXX offices + interaction with its staff over a period of time

4. Battle Strategy (Marketing)

5. Company Logo
Battle Strategy (Marketing)
Employees
Customer
Key Objective:
Instill business confidence
& pride in the brand

6. Company Logo
Battle Strategy (Marketing)
• Leverage the potential power
of 21,000+ team members
• Have consistent & unified
branding at over 100 offices
across India
• Generate & create a
centralized repository of
regularly updated Content,
Audio & Visuals, etc.
Continued…

7. Company Logo
Battle Strategy (Marketing)
• XXXX Corporate & Line Of
Businesses (LOBs) to
synergize business initiatives
and support centralized
marketing campaigns
• Leverage Public Relations
(PR) as an Image building
medium to connect with
Investors, Media, Customers
& future employees, etc.
Continued…

8. Company Logo
War Room Exercise
(Marketing Management)
Customer
Consistent
Communication
Review
Plan
Corrective
Action
Plan &
Generate
Content /
Campaign
Communication
System /
Processes
Communication
Mediums
Start
Here

9. Company Logo
War Room Exercise
(Marketing Management)
• Being Customer Centric…it’s
essential to:
– Plan & generate updated
CONTENT / CAMPAIGNS at
regular intervals
– deploy marketing systems /
processes to connect with
customers (internal + external)
– Identify /take charge / deploy
effective mediums of
communication
Continued…

10. Company Logo
War Room Exercise
(Marketing Management)
– Consistently communicate as
per marketing plan
– Review campaigns + initiatives
every quarter versus
marketing plan
– Take Corrective Action where
ever necessary or record
observations for future
reference
Continued…

11. Tactical Deployments
(Marketing Mix)

12. Company Logo
1st Wave
(Brand Identity Manual)
• Need to create Brand Identity Manual
• All Tangible surfaces, collaterals,
communication, assets to be branded as
per the framed / approved guidelines
• Partner with HR to train all internal
stakeholders inclusive of channel + vendor
partners on XXXX brand nuances
• Regular Brand Audits across all XXXX
Corporate & LOBs offices

13. Company Logo
2nd Wave (Corporate Website)
• Partner with IT department to create
robust & customer centric website with
regularly updated content
• Website content / design / brand to be
central repository for all collaterals needs
of XXXX Corporate & LOBs
• Enterprise wide website to be leveraged
as a central integrated hub for corporate
communication (internally & externally)
• Lead Generator & Loyalty Campaign Hub
• Leverage medium for extensive use of
both Electronic & Mobile Commerce

14. Company Logo
3rd Wave
(Corporate Marketing Plan)
• Need to frame & deploy Marketing
Plan basis MD / CEO’s approval
– Create & disseminate Corporate
Marketing & Events Calendar across
group
– Deploy & share Corporate level
Customer & Competitor Insights
– Partner with cross functional Business
Management teams for Product &
Services launches across XXXX Corporate
& LOBs
Continued…

15. Company Logo
3rd Wave
(Corporate Marketing Plan)
– Create & deploy Standardized
Communication to Customers (Internal &
External) e.g.: Corporate level
Newsletters, local level souvenir
advertisements, sponsorships, Tariff
Changes, etc.
– Deploy & Monitor Loyalty Programs at
Customer, Channel & Vendor levels
– Create & own Corporate gifts &
merchandize
Continued…

16. Company Logo4th Wave (Public Relations Plan)
• Need to frame Public Relations plan to
support XXXX Corporate Marketing Plan to
enhance its image / brand
• Corporate Public Relations Manual (XXX
Corporate, LOBs, Channel & Vendors)
• Corporate Public Relations Kit
• Integrated real-time presence on Social
media sites
• Review of PR plan versus its deployment

17. Recruitment
(Corporate & Specialist)

18. Company LogoCore Team (Corporate Marketing)
• Need to recruit Marketing team at
Corporate Level
• LOB’s to Identify & provide names of their
representatives to support Corporate
Marketing team to execute various
campaigns / programs / systems /
processes / surveys, etc. in their respective
businesses

19. Company Logo
Core Team
(Marketing Specialized Units)
• Need to form alliances with:
– Market Research agency
– Public Relations agency
– Advertising agency
– Event Management agency
– Creative Design studio
– Web designing Agency / In-house

20. Reconnaissance
Target Groups (Profile / Research)

21. Company LogoTarget Groups (Profile/Research)
• Conduct Corporate level research + profiling of
below target groups:
– Internal Customers across its LOBs:
• Corporate + LOBs marketing & events initiatives
• Infrastructure (Offices, Equipments, Vehicles, etc.)
• Communication (Website, Newsletters, advertisements,
press notes, etc.)
• Proprietary Assets (Product / Services / Software /
Hardware / Processes)
• Employees
• Outsource Staff
• Channel Partners
• Vendor Partners
Continued…

22. Company LogoTarget Groups (Profile/Research)
– External Customers:
• Customers (Existing, Lost & New)
• Share Holders
• Investor Community
• Industry Association/ Local Bodies / Government
Representation
• Future Employees
• Media
– Competitors:
• India
• Overseas
Continued…

23. Battle Spoils
(Marketing Deliverables)

24. Company Logo
Battle Spoils
(Marketing Deliverables)
• Uniform Brand Identify across locations
• Single Point Content Management
• Centralized Marketing Plan for Group
• Centralized Communication Policy
• Corporate Archives *
Continued…

25. Company Logo
Battles Spoils
(Corporate Archives)
• Create + Own Corporate Marketing Archive
consisting genesis of:
– Logos creation, development over the years
– News clips (past & present – online + offline)
– Corporate audio visuals
– Corporate photographs
– Advertisements (online + offline)
– Collaterals (Brochure, Leaflets)
– Corporate presentations,
– Product Launch, Conferences, etc.
Continued…

26. Summarize Strategy (Marketing)

27. Company Logo
Battle Strategy (Marketing)
To summarize…
Strategy involves leveraging internal stakeholders to
be brand ambassadors and pro-actively add value
to business performance, highlighting
achievements using the PR medium

28. Company Logo
Thank You
By:
Paul Sebastian Rosario
Senior Level Marketing Specialist
Mumbai, May 16th 2013
Corporate Marketing
(Battle) Plan 2013-14