Medallurgy is a marketing firm that provides innovative and transformative strategies to global organizations, leveraging deep expertise in market analysis and business results orientation. The firm collaborates with Fortune 500 companies to develop solutions addressing marketing challenges while maintaining a focus on measurable results through various services such as customer segmentation and integrated marketing strategies. Key case studies highlight successful projects, including global web ecosystem optimization for Kohler and integrated marketing strategies for clients like Stryker and Safeway.

1. Capabilities and Credentials
Marketing expertise
for innovative and
transformative strategies

2. Firm Profile
• Services firm that drives innovative solutions to the challenges of product
and marketing organizations
• Extensive experience serving World Class companies
• Deep marketing expertise with strategy and business results orientation
• Offices
– Serving the U.S.  San Mateo and Palo Alto, CA (2005)
– Serving Europe  Geneva, Switzerland (2008)
– Serving APAC  Hong Kong, China (Coming 2009)
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3. Medallurgy Engagement Model
Medallurgy brings together teams of experts and experienced professionals to collaborate
and address client business issues
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4. Who We Are As a Company
Collaborate with marketing teams to develop strategic solutions to business problems and
drive programs to achieve markedly superior results
Fortune 500 Companies Top Tier Agencies
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5. Core Competencies
Answers ‘What Answers ‘What Answer ‘How do Answer ‘How do
should we do?’ should we know?’ we do it?’ we manage it?’
Analyze market dynamics Quantitative & qualitative Develop solutions and Define & implement
& develop actionable market data collection programs that drive organization & process
strategies and analysis measurable results changes
• Marketing solution • Usability testing • Go-to-market pilot • Marketing governance
roadmaps marketing programs
• Customer segmentation • Organization planning
• Product differentiation and and profile definition • Integrated marketing and definition
launch plans programs
• Market receptivity and • Process development &
• Integrated marketing and price sensitivity • Web and user interface documentation
customer acquisition design
strategies • Competitive market
intelligence • Customer acquisition
and CRM
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6. Illustrative Client Engagements
• Digital strategy for Stryker, • Customer receptivity • Stryker.com redesign, • Internet marketing
Intel, and Safeway study for Stryker development, and governance for Safeway
launch
• Product feature • International price • Integrated marketing
development and re-launch sensitivity study for Sun • Web presence analysis process definition for Intel
strategy for Stryker and program plan for
• International market Intel & J&J • Web governance plan for
• eCommerce business
positioning study for Stryker
planning for Safeway and • CRM pilot for J&J
Intel
Seagate • Org development and role
• Intel event marketing
• Integrated event marketing • User needs analysis for definition for Intel
enhancement programs
strategy for Intel J&J
• Relationship marketing
• Feature prioritization and • Usability testing for
plan for Intel Leadership
planning for Safeway Stryker
Programs
• Marketing prioritization
framework for Seagate
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7. Select Case Studies
• Kohler Efficient and Scalable Global Web Ecosystem
• Seagate / Maxtor Marketing Framework
• Intel Integrated Marketing Strategy
• Stryker Product Launch
• Safeway Organization Planning and Governance
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8. Efficient and Scalable Global Web Ecosystem
Objective
Develop a plan of action for an
efficient, scalable global web eco-
system, delivering local sites that
drive revenue at reduced costs
Approach
Led high impact engagement to
define “as-is state” of global
content management process,
technology, governance and
finance model. Created business
case, project roadmap, and change
management plan for global
initiative
Results
Built consensus with Kohler
Executive Team for new global
initiatives resulting in 45%
savings to web operations, while
improving ROI and ensuring
coherent branding and user
experience across all Kohler sites
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9. Marketing Framework – Integrated Media, Creative, and Web Strategy
Objective
Develop a market data informed
framework from which marketing
planning can be developed that
answers who to message, what to
communicate, when to engage, and
through which touch points.
Approach
Analyzed multi-brand and
ingredient-brand strategies,
developed differentiating brand
migration approach, and analyzed
micro-business segment to identify
key marketing drivers
Results
Research, analysis, and marketing
framework defined messaging
plans and short and long term
marketing roadmaps by
establishing the ‘compass heading’
for marketing initiatives.
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10. Integrated Marketing Strategy – Global Approach
Objective
Identify root cause of market
slippage at retail in key non-US
markets and develop marketing
strategy to strengthen position.
Approach
Developed BKM’s for integrated
marketing, conducted guerilla
research to identify potential
reasons behind market slippage,
and defined marketing plan and
innovations to leverage at retail in
key global markets
Results
Business case justified marketing
budget increase for focused and
aggressive marketing and
promotions programs that more
specifically appeal to unique
market requirements. Initial data
indicates strengthened
‘preference’ metrics
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11. Market Readiness and Product Re-Launch Strategy
Objective
Assess receptivity for Remote
Device Management (RDM)
solutions across Stryker
Endoscopy markets and develop
product and go-to-market re-
launch strategy
Approach
Conduct comprehensive
assessment within Stryker
Endoscopy leadership and
contrast with market data through
primary research with Sales Reps,
Surgeons, and Biomeds. Develop
re-launch plan based on market
conditions
Results
Identified internal barriers and
misconceptions that impeded
development and broad
acceptance of RDM solutions.
Developed RDM ‘productization’
recommendations and go-to-
market plan.
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12. Organization Planning and Governance
Objective
Develop value-add Interactive
Marketing Organization to
integrate with overall marketing at
Safeway and drive incremental
sales
Approach
Assessed marketing structure,
programs, and processes.
Identified BKM’s from
benchmark targets. Developed
Interactive Marketing
Organization pillars including
Structure, Key Roles, Processes,
and Governance Requirements
Results
Transition plan and organization
requirements drove the
fundamental restructuring of
Interactive Marketing at Safeway
with emphasis on creating a more
results driven and accountable
team.
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13. Key Take-Away
Key Take Away
• Medallurgy is uniquely capable to focus highly qualified teams to drive value-add
solutions
– Strategic marketing programs
– Market research
– Marketing programs
– Governance
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