Lecture of Marketing Experience Sharing

1. Marketing Knowledge Sharing
Confidential
David Ren 北大朗润园 2010年1月30日 18：30-20：30
Introduction
Disclose self-understanding about marketing concept
Experience sharing
•Creation and management
•Strategy and Execution
VISION
Speaker: David Ren
STRATEGY
OPERATION References:
<<Principle of Marketing>>
-By Philip Kotler
Rev PA1 1/22/2010 1

2. Marketing Knowledge Sharing

3. Marketing Career Path
 Business Development Manager
 Product Manager
 Product Marketing Manager
 Regional Marketing Manager
 Global Application Planning Manager
 Global Product Planning Manager
 Global Product Manager
 Head of Global Product Planning & Management
 Head of Global Application Planning & Management

4. Agenda
• Marketing Concept
I
• Experience I: Creation and Management
II
• Experience II: Strategy and Execution
III

5. Marketing Concept

6. Only science can not make you as top manager
ART
SCIENCE CRAFT

7. Marketing Scope
Vision
Strategy Operation

8. Marketing Definition:
Meeting needs profitably and the art of creating and selling
products
Create
Analysis Delivery

9. Marketing Concept:
 UX concept marketing
 Technical Marketing
Create
 Brand Marketing
 Market Research
 Competitive Intelligence
 Business Intelligence Analysis Delivery
 Segmentation Intelligence
 Product Marketing  Telemarketing
 Product
 Price
 Digital Marketing
 Promotion  Channel Marketing
 Place
 Marketing Communications
 Business Development

10. Marketing Phase:
Planning Management Sustaining
 UX concept marketing  Market Research  Telemarketing
 Technical Marketing  Competitive Intelligence  Digital Marketing
 Business Intelligence
 Brand Marketing  Segmentation Intelligence  Channel Marketing
 Concept Research
 Trendy Intelligence
 Product Marketing  Marketing Comm
 Product
 UX Intelligence
 Price  Business Develop
 Promotion
 Place

11. Domestic Company:
Planning Management Sustaining
 UX concept marketing  Market Research  Telemarketing
 Technical Marketing  Competitive Intelligence  Digital Marketing
 Business Intelligence
 Brand Marketing  Segmentation Intelligence  Channel Marketing


Creation
Portfolio Marketing
Marketing Research
 Strategy
Product Marketing
 Product
 Execution
Marketing Comm
 Trendy Intelligence  Price  Business Develop
 UX Intelligence  Promotion
 Place

12. International Company:
Planning Management Sustaining
 UX concept marketing  Market Research  Telemarketing
 Technical Marketing  Competitive Intelligence  Digital Marketing
 Business Intelligence
 Brand Marketing  Segmentation Intelligence  Channel Marketing


Global
Portfolio Marketing
Marketing Research
Marketing
Product Marketing
 Product
 Marketing Comm
 Trendy Intelligence  Price  Business Develop
 UX Intelligence  Promotion
 Place

13. International Company
Planning Management Sustaining
 UX concept marketing  Market Research  Telemarketing
 Technical Marketing  Competitive Intelligence  Digital Marketing
 Business Intelligence
 Brand Marketing  Segmentation Intelligence  Channel Marketing
 Portfolio Marketing
 Marketing Research

Regional Marketing
Product Marketing
 Product


Marketing Comm
Business Develop
 Trendy Intelligence  Price
 UX Intelligence  Promotion
 Place

14. Experience Sharing

15. Marketing Scope
Vision
Strategy Operation

16. Experience I:
Creation & Global Strategy

17. Global Marketing Experience:
Planning Management Sustaining
 UX concept marketing  Market Research  Telemarketing
 Technical Marketing  Competitive Intelligence  Digital Marketing
 Business Intelligence
 Brand Marketing  Segmentation Intelligence  Channel Marketing
Creation
 Portfolio Marketing
 Strategy
Product Marketing  Marketing Comm
 Marketing Research  Product
 Trendy Intelligence  Price  Business Develop
 Competitive Intelligence  Promotion
 Business Intelligence  Place
 Segmentation Intelligence

18. Creation & Innovation
Clear Value
Personalization Differentiation
Qualification

19. Single Point Proposition

20. Power of Innovation

21. Innovation Trip in My Experience

22. Collection and Creation
Consumers Partners
Customers Competitor
Product
Market Technology
Planning

23. Travel, Travel and Travel!!!
200,000 KMs per Year!!!

24. Listen to markets, customers, partners and
consumers!!!
1. Market research 2. Visit Customer 3. Visit Retailers
4. Visit partners 5. Focus group 6. High-tech Event

25. Build up use cases
Bowling Jockey
Bassfishing

26. Find support from Designers and Engineers

27. Q1 Q2 Q3 Q4

28. Collection and Creation
Q Q Q Q
1 2 3 4
Product
Planning
?

29. Global Strategy & Management
 How to turn innovation into real business
 How to manage global resource efficiently
 How to align global and regional business unit

30. Strategy Package
Product Promotion Channel Business Competitive
Pricing Plan
Plan Plan Plan Cases Information

31. PRODUCT
1. Portfolio alignment 2. Market fit 3. Product Execution
Alignment with SEMC portfolio Validate the fit to Market Progress update
Operator and Retail fit
PBU Entry internal material
Color options Coming soon events & Additional
information
SAMPLES
• Show-off samples w702
• OA samples w707
• Journalist samples w720
• Commercial sample w718
LOCAL PRODUCTION
• Not India production
Florence
MARKETING PROMOTION
• No information
SELL-IN MATERIAL
•1st edition released on iKnow
Frost White Ocean Blue • 2nd edition w723 new release target
PBU target Mexico LP Brazil LP India LP
RTL
w722 n/a n/a n/a
No color options
RTL Mexico LP Brazil LP India LP
w724 n/a n/a n/a
Q2 Q3 Q4
PRICE 57 53
4. Status Dashboard 5. Communications 6. Sell-in support
Monthly review Regular information Sales support tools
update to Regions

32. PRICE
1. Monitor the Market 2. Price progression 3. Feature development
Track Competitors Estimate how Competitors Estimate how Competitors
price trend will evolve feature develop
4. Tear Down 5. Strategy behind 6. Predict
Tear Down analyse of Understand Competitors Estimate Competitors
Competitor products Product Strategy future roadmap

33. Competitive Landscape
7. Review key competitors 8. Summarize situation 9. Bullet-in note
Nokia, Motorola, Samsung, LG Technology or Price Trend Issue Competitive Bulletin
with in 48hrs after product
announcement
10. Benchmark 11. Benchmark 12. Key Driver
Benchmark SEMC product Benchmark SEMC product Support defining Key
against key competitors against key competitors Drivers by benchmarking

34. Competitive Landscape
1. y+1 Landscape 2. y+2 Landscape 3. Mapping
Estimate Technology Estimate Technology Market Feature & Tech
Landscape (2008) Landscape (2009) mapping
4. Understand choices 5. Validate the capability 6. Chassis Planning
Review all platform Validate the wish list Plan Classis concept
capability against Platform capability requirements

35. PROMOTION
Activity Effect Investment Time
what is the planned Est. added volume What is the Timing of
activity or other impact investment (€) activity
ATL or BTL through activity
APAC 1 Training … … …
2 Advertising (P.O.S., … … …
online, magazine, co-
op)
3 … … … …
CEEMEA 1 Sell-in Xxx Approximately End April,
presentation/Materials 15k onwards
2 Direct Marketing Campaign Xxx Estimated: 80k Mid May,
onwards
3 Customer Xxx Estimated 100k Mid May,
events/Educational onwards
sessions
4 Product sample seeding Xxx Estimated 100k Mid May,
onwards
CHHK 1 Initiate joint promotion … … …
of BBC service with
CMCC
2 ... ... ... ...
LAM 1 ... ... ... ...
2 ... ... ... ...
NAM 1 ... ... ... ...
2 ... ... ... ...
3 ... ... ... ...
WE 1 Check if testing resources ... ... ...
issues with O2 DE and T-
Mobile DE can be solved
2 ... ... ...
3 ... ... ... ...
INFORMATION CLASSIFICATION: AMBER

36. PLACE
Global channel Regional & local Objectives Target segments Exclusivity &
directions channel directions Who do we target, link priority
(level 1 & 2) (Level 3 &4) between channel and (Category, Full
(Mass launch/ (Mass launch/ Focused target consumer product, Design
Focused mass diversity) segmentation variant, Time to
launch. Market, Color,
Global/Regional Application/Serv
ice, Bundle)
Minimize Price band: €75-€100 Color exclusive?
Global complexity to Selective pioneers
avoid delay of
launch
APAC
Few individual Continue Z520 Price band: €75-€100
CEEMEA operators and success and learn Rational pioneers and
distributors. 75% from Z300 price Practical Phoner
of CEEMEA is non issues to maximize Design & Quality
GCU controlled Alva. Test to conscious users
with large create a Emotional
distributor and design category Major private consumer,
retail influence little enterprise
Operator: Mainly Enhance the brand Low-end user of YE and
CHHK focus on tier 1 awareness of SE in RP in tier 1 and 2
and 2 cities low end users cities
Retailers: For
about 3000 direct
sales outlets
In LAM, 95% of the ALVA will be a key Operator – Key
LAM market is operator product for the customers (AM, TEM and
controlled. region. Therefore TIM)
Therefore, the achieve high Retailers – SE Premia
main focus will be distribution of customers
OPERATORS. the product
from operator
NAM – operators NAM – core NAM – Cingular & Rogers
NAM as primary channel placement as high plus Tier 2’s
volume clamshell
Trade focus Minimize Price band: €75-€100
WE complexity to Rational pioneers and
avoid delay of practical phoners
launch Design conscious users
INFORMATION CLASSIFICATION: AMBER

37. Business & Market Strategy
1. KPIs 2. Business scenarios 3. Product Strategy
Support Management Support management Agreed portfolio
by providing KPIs by running various cases Agreed Schedule
4. Pricing Strategy 5. Promotion & Place 6. Business Case
Agreed Pricing setting Agreed Promotion Plan Business case agreement
Agreed Channel strategy

38. Travel again!!!

39. Experience II:
Regional Strategy and Execution

40. Marketing Phase:
Planning Management Sustaining
 UX concept marketing  Market Research  Telemarketing
 Technical Marketing  Competitive Intelligence  Digital Marketing
 Business Intelligence
 Brand Marketing  Segmentation Intelligence  Channel Marketing


Portfolio Marketing
Marketing Research
 Strategy
Product Marketing
 Product
 Execution
Marketing Comm
 Trendy Intelligence  Price  Business Develop
 Competitive Intelligence  Promotion
 Business Intelligence  Place
 Segmentation Intelligence

41. Organization:
Head of
Marketing
Assistant
Product Business Pricing Product Demand Marketing
Marketing Intelligence Management Management Supply Operation

42. Deliveries: 4Ps Head of CoC
Assistant
Product Business Pricing Product Demand Marketing
Marketing Intelligence Management Management Supply Operation
 Product Plan
 Proposition (Product Story)
 Accessories bundlings
 Launch & Transition plan
 Competitive Price Plan
 Demand Supply Plan
 Marcomm and Promotion Plan
 Quarterly Comprehensive Marketing Strategy
 Monitoring & Track Strategy Execution Weekly

43. Quarterly Plan Identify 4P
Business Marketing
Opportunity Strategy
Weekly Execution
Business
Monitoring
Q-End
Report
Root
Execution Causes &
Actions
Plan

44. Identify
Busines 4P
Marketin
s
Business Opportunity Identification Opportu g
nity Strategy
Executio
Q-End n
Report
Busines
s
Monitori
ng
Root
Causes
&
Actions
Plan
External Data
Forecast Model
Internal Data

45. Identify
Busines 4P
Marketin
Business Opportunity Identification
s
Opportu g
nity Strategy
FY04Q4 Inspiron Priority Q-End
Executio
n
(mil $)
Report
Busines
s
Monitori
ng
Root
Causes
&
Actions
Plan
6
Quarterly margin opportunity
4 CN BSD P CN BSD M
HK P (1%) HK M (2%) (2%) (5%)
HK UP (1%)
2 CN UP (3%)
CN DHS M (10%)
CN DHS P (11%)
HK V (4%)
0
0 10 20 30 40 50 60
CN BSD V (2%)
-2
CN DHS V (0%)
-4 (mil $)
Quarterly revenue opportunity

46. Identify
Busines 4P
Marketin
4P Marketing Strategy
s
Opportu g
nity Strategy
Executio
Q-End n
Report
Busines
s
Monitori
ng
Root
Causes
&
Actions
Product Manager Plan
Pricing Manager
Product Marketing
Manager
Marcom Manager
Demand/Supply Manager

47. Identify
Busines 4P
Marketin
4P Marketing Strategy
s
Opportu g
nity Strategy
Executio
Q-End n
Report
Busines
s
Monitori
ng
Root
Causes
&
Actions
Product Plan
Pricing
Marketing
Strategy
Promotion
Place

48. Identify
Busines 4P
Marketin
s
Marketing Strategy
Opportu g
nity Strategy
Executio
Q-End n
Report
Busines
s
Monitori
ng
Root
Causes
&
Actions
Plan

49. Identify
Busines 4P
Marketin
s
Weekly Operation Model
Opportu g
nity Strategy
Executio
Q-End n
Report
Busines
s
Monitori
ng
Root
Causes
&
Actions
Product Plan
Manager
Marcom Pricing
Manager Manager
P&L
Service Owner D/S
Manager Manager
PMM
QA Business
Manager Analyst
Sales
Manager

50. Identify
Busines 4P
Marketin
s
Business Monitoring
Opportu g
nity Strategy
Executio
Q-End n
Report
Busines
s
Monitori
ng
Root
Causes
&
Actions
Plan

51. Identify
Busines 4P
Marketin
s
Root Causes and Actions Plan
Opportu g
nity Strategy
Executio
Q-End n
Report
Busines
s
Monitori
ng
Root
Causes
&
Actions
Plan

52. Approval and Execution
Product Marketing
Approval and Delegation
Manager
Product Pricing D/S Business Sales QA Service Marcom
Manager Manager Manager Analyst Manager Manager Manager Manager
Communication and Drive

53. Q-End Report
Identify 4P
Business Marketing
Opportunity Strategy
Execution
Q-End
Report
Business
Monitoring
Root
Causes &
Actions
Plan

54. Summary and Closing

55. Chinese Companies in S-Curve Vision
Strategy Operation
Vision
Strategy Operation

56. Lets Focus More On
Vision
Strategy Operation

57. Thank You !