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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. 16 Countries – Local customers and partners Over 20 Business (P&L) Units Over 60 Various IT Solutions

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Global Marketing

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  1. 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. 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

  4. 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

  5. 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?

  6. 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

  7. Effectiveness of communication channels Key: E = Effective TT = Think TwiceNE = Not Effective Source: ITSMA, 2006

  8. 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

  9. Think Global, Act Local

  10. Media coverage – traffic compaign

  11. 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!

  12. Corporate Identity • Branding • Visual Identity (collaterals: brochures, ads, posters, events, website, etc.) • Speaking in one voice (marketing messages, slogans, etc.)

  13. 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

  14. 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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