Marketing Lecture David Ren Simple

Confidential

Rev PA1 1/22/2010 1

Marketing Knowledge SharingDavid Ren 北大朗润园 2010年1月30日 18：30-20：30

References:

<<Principle of Marketing>>

-By Philip Kotler

Introduction

Disclose self-understanding about marketing concept

Experience sharing

•Creation and management

•Strategy and Execution

Speaker: David Ren

OPERATION

STRATEGY

VISION

Marketing Knowledge Sharing

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

Agenda

I• Marketing Concept

II• Experience I: Creation and Management

III• Experience II: Strategy and Execution

Marketing Concept

ART

CRAFTSCIENCE

Only science can not make you as top manager

Vision

OperationStrategy

Marketing Scope

Create

DeliveryAnalysis

Marketing Definition: Meeting needs profitably and the art of creating and selling

products

Create

DeliveryAnalysis

Marketing Concept:

Market Research Competitive Intelligence

Business Intelligence

Segmentation Intelligence

Product Marketing Product

Price

Promotion

Place

UX concept marketing

Technical Marketing

Brand Marketing

Telemarketing

Digital Marketing

Channel Marketing

Marketing Communications

Business Development

Marketing Phase:





Price

Promotion

Place


Technical Marketing

Brand Marketing

Concept Research Trendy Intelligence

UX Intelligence

Telemarketing

Digital Marketing

Channel Marketing

Marketing Comm

Business Develop

Planning Management Sustaining





Price

Promotion

Place


Technical Marketing

Brand Marketing

Portfolio Marketing

Marketing Research Trendy Intelligence

UX Intelligence

Telemarketing

Digital Marketing

Channel Marketing

Marketing Comm

Business Develop


Creation Strategy Execution

Domestic Company:

International Company:





Price

Promotion

Place


Technical Marketing

Brand Marketing

Portfolio Marketing


UX Intelligence

Telemarketing

Digital Marketing

Channel Marketing

Marketing Comm

Business Develop


Global Marketing

International Company





Price

Promotion

Place


Technical Marketing

Brand Marketing

Portfolio Marketing


UX Intelligence

Telemarketing

Digital Marketing

Channel Marketing

Marketing Comm

Business Develop


Regional Marketing

Experience Sharing

Vision

OperationStrategy

Marketing Scope

Experience I:Creation & Global Strategy

Global Marketing Experience:





Price

Promotion

Place


Technical Marketing

Brand Marketing

Portfolio Marketing


Competitive Intelligence



Telemarketing

Digital Marketing

Channel Marketing

Marketing Comm

Business Develop


Creation Strategy

Creation & Innovation

Clear Value

Differentiation

Qualification

Personalization

Single Point Proposition

Power of Innovation

Innovation Trip in My Experience

Product

PlanningMarket

Customers

Consumers Partners

Competitor

Technology

Collection and Creation

Travel, Travel and Travel!!!

200,000 KMs per Year!!!

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

Build up use casesBowling

Bassfishing

Jockey

Find support from Designers and Engineers

Q1 Q2 Q3 Q4

Collection and Creation

Product

Planning

Q1

Q2

Q3

Q4

?

Global Strategy & Management

How to turn innovation into real business

How to manage global resource efficiently

How to align global and regional business unit

Strategy Package

Product Plan

Pricing PlanPromotion

PlanChannel

PlanBusiness

CasesCompetitive Information

PRODUCT

1. Portfolio alignmentAlignment with SEMC portfolio

2. Market fitValidate the fit to Market

Operator and Retail fit

3. Product ExecutionProgress update

4. Status DashboardMonthly review

PBU Entry internal material

Flo

re

nce

Color options

No color options

n/an/an/aw724

India LPBrazil LPMexico LP RTL

Frost WhiteFrost White Ocean BlueOcean Blue

n/an/an/aw722

India LPBrazil LPMexico LPPBU target

RTL

5357PRICE

Q4Q3Q2

Coming soon events & Additional

information

SAMPLES

• Show-off samples w702

• OA samples w707

• Journalist samples w720

• Commercial sample w718

LOCAL PRODUCTION

• Not India production

MARKETING PROMOTION

• No information

SELL-IN MATERIAL

•1st edition released on iKnow

• 2nd edition w723 new release target

5. CommunicationsRegular information

update to Regions

6. Sell-in supportSales support tools

PRICE

3. Feature developmentEstimate how Competitors

feature develop

4. Tear DownTear Down analyse of

Competitor products

6. PredictEstimate Competitors

future roadmap

1. Monitor the Market

Track Competitors

2. Price progressionEstimate how Competitors

price trend will evolve

5. Strategy behindUnderstand Competitors

Product Strategy

Competitive Landscape

7. Review key competitorsNokia, Motorola, Samsung, LG

8. Summarize situationTechnology or Price Trend

9. Bullet-in noteIssue Competitive Bulletin

with in 48hrs after product

announcement

10. BenchmarkBenchmark SEMC product

against key competitors

11. BenchmarkBenchmark SEMC product

against key competitors

12. Key DriverSupport defining Key

Drivers by benchmarking

Competitive Landscape

1. y+1 LandscapeEstimate Technology

Landscape (2008)

2. y+2 Landscape

Estimate Technology

Landscape (2009)

3. MappingMarket Feature & Tech

mapping

4. Understand choices Review all platform

capability

5. Validate the capabilityValidate the wish list

against Platform capability

6. Chassis PlanningPlan Classis concept

requirements

PROMOTIONActivity what is the planned activityATL or BTL

EffectEst. added volume or other impact through activity

InvestmentWhat is the investment (€)

TimeTiming of activity

APAC 1 Training … … …

2 Advertising (P.O.S., online, magazine, co-op)

… … …

3 … … … …

CEEMEA 1 Sell-in presentation/Materials

Xxx Approximately 15k

End April, onwards

2 Direct Marketing Campaign Xxx Estimated: 80k Mid May, onwards

3 Customer events/Educational sessions

Xxx Estimated 100k Mid May, onwards

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

PLACEGlobal channel directions (level 1 & 2)

(Mass launch/ Focused mass launch. Global/Regional

Regional & local channel directions (Level 3 &4)

(Mass launch/ Focused diversity)

Objectives Target segments

Who do we target, link between channel and target consumer segmentation

Exclusivity & priority (Category, Full product, Design variant, Time to Market, Color, Application/Service, Bundle)

Global Minimize complexity to avoid delay of launch

Price band: €75-€100

Selective pioneers

Color exclusive?

APAC

CEEMEA Few individual operators and distributors. 75% of CEEMEA is non GCU controlled with large distributor and retail influence

Continue Z520 success and learn from Z300 price issues to maximize Alva. Test to create a Emotional design category


Rational pioneers and Practical Phoner

Design & Quality conscious users

Major private consumer, little enterprise

CHHK Operator: Mainly focus on tier 1 and 2 cities

Retailers: For about 3000 direct sales outlets

Enhance the brand awareness of SE in low end users

Low-end user of YE and RP in tier 1 and 2 cities

LAM In LAM, 95% of the market is operator controlled. Therefore, the main focus will be OPERATORS.

from operator

ALVA will be a key product for the region. Therefore achieve high distribution of the product

Operator – Key customers (AM, TEM and TIM)

Retailers – SE Premia customers

NAM NAM – operators as primary channel

NAM – core placement as high volume clamshell

NAM – Cingular & Rogers plus Tier 2’s

WE Trade focus Minimize complexity to avoid delay of launch


Rational pioneers and practical phoners

Design conscious users

INFORMATION CLASSIFICATION: AMBER

1. KPIsSupport Management

by providing KPIs

Business & Market Strategy

2. Business scenariosSupport management

by running various cases

4. Pricing StrategyAgreed Pricing setting

5. Promotion & Place

Agreed Promotion Plan

Agreed Channel strategy

6. Business CaseBusiness case agreement

3. Product StrategyAgreed portfolio

Agreed Schedule

Travel again!!!

Experience II:Regional Strategy and Execution

Marketing Phase:





Price

Promotion

Place


Technical Marketing

Brand Marketing

Portfolio Marketing


Competitive Intelligence



Telemarketing

Digital Marketing

Channel Marketing

Marketing Comm

Business Develop


Strategy Execution

Organization:

Head of Marketing

Product Marketing


Pricing Management

Product Management

Demand Supply

Marketing Operation

Assistant

Deliveries: 4Ps Head of CoC

Product Marketing


Pricing Management

Product Management

Demand Supply

Marketing Operation

Assistant

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

Identify Business

Opportunity

4P Marketing Strategy

Business

Monitoring

Root Causes & Actions

Plan

Execution

Q-End

Report

Quarterly Plan

Weekly Execution

External Data

Internal Data

Forecast Model

Identify Busines

s Opportu

nity

4P Marketin

g Strategy

Business

Monitoring

Root Causes

& Actions

Plan

ExecutionQ-End

Report

Business Opportunity Identification

FY04Q4 Inspiron Priority

-4

-2

0

2

4

6

0 10 20 30 40 50 60

Quarterly revenue opportunity

Qu

art

erl

y m

arg

in o

pp

ort

un

ity

CN BSD M

(5%)

CN BSD V (2%)

CN DHS M (10%)

CN BSD P

(2%)HK M (2%)HK P (1%)

CN DHS V (0%)

CN DHS P (11%)HK V (4%)

(mil $)

(mil

$)

CN UP (3%)

HK UP (1%)

Identify Busines

s Opportu

nity

4P Marketin

g Strategy

Business

Monitoring

Root Causes

& Actions

Plan

ExecutionQ-End

Report

Business Opportunity Identification

Identify Busines

s Opportu

nity

4P Marketin

g Strategy

Business

Monitoring

Root Causes

& Actions

Plan

ExecutionQ-End

Report

Product Manager

Pricing Manager

Marcom Manager

Demand/Supply Manager



Identify Busines

s Opportu

nity

4P Marketin

g Strategy

Business

Monitoring

Root Causes

& Actions

Plan

ExecutionQ-End

Report

Product

Pricing

Promotion

Place

Marketing Strategy


Identify Busines

s Opportu

nity

4P Marketin

g Strategy

Business

Monitoring

Root Causes

& Actions

Plan

ExecutionQ-End

Report

Marketing Strategy

Identify Busines

s Opportu

nity

4P Marketin

g Strategy

Business

Monitoring

Root Causes

& Actions

Plan

ExecutionQ-End

Report

P&L Owner

PMM

Product Manager

Pricing Manager

D/S Manager

Business Analyst

Sales Manager

QA Manager

Service Manager

MarcomManager

Weekly Operation Model

Identify Busines

s Opportu

nity

4P Marketin

g Strategy

Business

Monitoring

Root Causes

& Actions

Plan

ExecutionQ-End

Report

Business Monitoring

Identify Busines

s Opportu

nity

4P Marketin

g Strategy

Business

Monitoring

Root Causes

& Actions

Plan

ExecutionQ-End

Report

Root Causes and Actions Plan

Approval and Execution


Product Manager

Pricing Manager

D/S Manager

Business Analyst

Sales Manager

QA Manager

Service Manager

MarcomManager

Approval and Delegation

Communication and Drive

Identify Business

Opportunity


Business

Monitoring

Root Causes & Actions

Plan

ExecutionQ-End

Report

Q-End Report

Summary and Closing

Chinese Companies in S-Curve Vision

OperationStrategy

Vision

OperationStrategy

Vision

OperationStrategy

Lets Focus More On

Thank You !