Transcript Accenture Overview Presentation

Global Marketing
University of Derby, May 15, 2007
Presented by:
Yael Elstein
VP Global Marketing
Ness Technologies
www.ness.com
Marketing Challenges
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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
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Strategy
Case Studies
Customer
Relationship
Management
PR/AR/IR
Internal
Marketing
Web
Content
Marketing
Practices
0
Business
Partners
Branding&
Corporate ID
Collaterals
Presentations
Brochures
Gifts
Advertising
Dir/Marketing
Trade
Shows
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Global Marketing:
Issues to be addressed
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Globalization vs. localization
Centralization vs. decentralization
Global corporate identity (branding)
Knowledge sharing
Cross-selling, leveraging capabilities
Working as a team
4
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
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Culture differences
Economic and social differences
Customer preferences
Competition
Distribution channels
Communications Media
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Effectiveness of communication
channels
Webcas Direct
t
Mail
eMail Roundtable Telesales
Push
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
Source: ITSMA, 2006
TT = Think Twice
NE = Not Effective
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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
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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
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One company identity process
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Change of name campaign
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Sales support materials/collaterals – case
studies & references
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Marketing communication
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Internet – incorporating into global site
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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
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