Global marketing
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Global Marketing. University of Derby, May 15, 2007 Presented by: Yael Elstein VP Global Marketing Ness Technologies www.ness.com. Marketing Challenges. 16 Countries – Local customers and partners Over 20 Business (P&L) Units Over 60 Various IT Solutions

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Global marketing

Global Marketing

University of Derby, May 15, 2007

Presented by:Yael Elstein

VP Global Marketing

Ness Technologies

www.ness.com


Marketing challenges

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


Global marketing

Strategy

Case Studies

0

Customer

Relationship

Management

PR/AR/IR

Internal

Marketing

Marketing

Practices

Web

Content

Business

Partners

Branding&

Corporate ID

Collaterals

Presentations

Brochures

Gifts

Trade

Shows

Advertising

Dir/Marketing


Global marketing issues to be addressed

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


Standardization vs localization

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?


Think global act local

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


Effectiveness of communication channels

Effectiveness of communication channels

Key: E = Effective TT = Think TwiceNE = Not Effective Source: ITSMA, 2006


The need for localization varies by function

The need for localization varies by function

High

Direct marketing, events, roundtables, conferences

Website

Marcom: White papers, collaterals, brochures

Brand identity/message

Corporate/financial communications

Low

Source: ITSMA, 2006


Think global act local1

Think Global, Act Local


Media coverage traffic compaign

Media coverage – traffic compaign


Centralization vs decentralization

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!


Corporate identity

Corporate Identity

  • Branding

  • Visual Identity (collaterals: brochures, ads, posters, events, website, etc.)

  • Speaking in one voice (marketing messages, slogans, etc.)


Acquisitions of new companies

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


Knowledge sharing

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


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