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Global Marketing
University of Derby, May 15, 2007
Presented by:
Yael Elstein
VP Global Marketing
Ness Technologies
www.ness.com
2
Marketing Challenges
16 Countries – Local customers and partners Over 20 Business (P&L) Units Over 60 Various IT Solutions 14 Mergers & Acquisitions in 6 years Quick and aggressive growth Tough competition
Major Marketing Challenges: Make Ness known globally and locally Create ONE company image
3
0
CollateralsPresentations
BrochuresGifts
Branding&Corporate ID
Trade Shows
AdvertisingDir/Marketing
Internal Marketing
Business Partners
Case Studies
PR/AR/IR
WebContent
CustomerRelationshipManagement
Strategy
Marketing Practices
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Global Marketing:Issues to be addressed
Globalization vs. localization Centralization vs. decentralization Global corporate identity (branding) Knowledge sharing Cross-selling, leveraging capabilities Working as a team
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Standardization vs. Localization
Learning to recognize the extent to which marketing plans and programs might be standardized worldwide as well as the extent to which they need to be adapted.
Global Needs vs. Local Needs
What is the right balance?
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Think Global, Act Local
A successful marketing approach in one
country will not automatically work in another country
Culture differences Economic and social differences Customer preferences Competition Distribution channels Communications Media
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Effectiveness of communication channels
Webcast
Direct Mail
eMail Push
Roundtable Telesales
US E TT E E E
UK TT E TT E E
Germany NE TT E E E
Japan NE E TT TT NE
France TT E TT TT TT
Spain NE TT E E TT
Key: E = Effective TT = Think Twice NE = Not Effective Source: ITSMA, 2006
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The need for localization varies by function
Direct marketing, events, roundtables, conferencesWebsiteMarcom: White papers, collaterals, brochures
Brand identity/message Corporate/financial communications
Low
High
Source: ITSMA, 2006
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Think Global, Act Local
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Media coverage – traffic compaign
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Centralization vs. Decentralization
Centralized organization – optimize resources, leverage scale, less effective on a local level (large, publicly traded companies)
Decentralized organization – limited idea sharing, less scale
Watch out: Don’t over-centralize!
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Corporate Identity
Branding Visual Identity (collaterals: brochures, ads, posters, events, website, etc.) Speaking in one voice (marketing messages, slogans, etc.)
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Acquisitions of new companies
Marketing integration topics One company identity process Change of name campaign Sales support materials/collaterals – case
studies & references Marketing communication Internet – incorporating into global site Public Company limitations
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Knowledge Sharing Portals (employees, department/profession-specific)
- Global employee portal - Marketing Zone
Employees newsletter Ness TV news (customers and employee versions) Forums Global meeting Conference calls Emails Reports