Informatica+ Cloud

8/12/2019 Informatica+ Cloud

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Andre FuJessica Hu

Aaron SalesWei Tsyr ShyuKenan VilicZaharra WongXiangrong Zheng



Preview

Situation Analysis

Problems and Opportunities

Marketing andCommunication Objectives/

Strategies

Creative Strategy andExecution

Advertising Media Plan

Sale Promotion

Direct Marketing

Public Relations

Trade Shows

Internet

Campaign/ Budget Evaluations



Executive Summary

20M to 100M

Budget will go towards advertising media plan, direct marketingand sales promotion, public relations, and trade shows.

Informatica +



Cont.. Executive Summary

Increase the interaction with current users throughDirect Marketing and Sales Promotion.

Public Relations will help us connect to ourconsumers.

Trade Shows will strengthen Informatica’s reputation.



What is Cloud?

Is there a computer on the cloud?

Do we have to be on an airplane to access thecloud?

Does it work when the sky is cloudless?



Explanation



Cloud Power!The Cloud IsGROWING!!!



Market OverviewFive-Year Period Revenue

$0.00

$200,000,000,000.00

$400,000,000,000.00

$600,000,000,000.00

$800,000,000,000.00

2006 2007 2008 2009 2010

Gale Business Insights: Essentials 2012



Market ReviewCloud Market Share

SAP33%

Oracle21%

SAS Institute17%

IBM17%

Microsoft12%

Market Share



Geographic Distribution

2010

Asia

Europe

U.S.

2015

Asia

Europe

U.S.



Brand ReviewInformatica Cloud

The Best

Award Winning

Integration and On-Premise





Product Description

Unification

Rapid Adoption

Easy to Use



Features/ Benefits

Strengths

Simplicity

Powerful Platform

Customer Support

Customer Success

Weaknesses

Lack of Advertising

Public Awareness



Customer Profile

Current Customers

Varieties firmographies

New Prospects Focusing on Technology and

Global Business

Buying Center Targets

IT buyers and C-Level



Competitive Analysis



Problems and Opportunities

Problems

Website Layout

Low Brand

Awareness

Band Position

Opportunities

Enhance Brand Position

Increase Awareness with

advertising.

Focus on Informatica’s advantages anddifferentiating factors.



Key Opportunities

Strengthen the current brand position

The only cloud integration with on-premise



Marketing Objectives

Establish Informatica Cloudas the dominant leader

Grow revenue to $100m byend of 2013

Position Informatica Cloudas the cloud + on-premiseintegrated solutions brand

Focus primarily on LOBswithin Informatica’s Enterprise market



Communication Objectives

Increase brand awareness 35% points by end of2013.

New hybrid nature of IT

The only cloud and on-premise solutions

Increase brand preference 25% points by end of2013



Creative Strategy

Informatica is the best cloud + and on-premiseintegrated solutions brand

IT buyers and C-level

Informatica Cloud save time, money and efficient



Creative Strategy

Supports

Informatica Cloud is easy to use, reliable, andinnovative

New Name: Informatica +













Tactics

First Quarter Total $398,318Second Quarter Total $398,318

Third Quarter Total $777,970Fourth Quarter Total $777,970





Public Relationship

Objectives

To gain brandawareness introduceCloud to current

customers by promotingto existing Informaticausers.

Strategy

Media Coverage

Research Survey



Public Relations

Tactical Programs

White Paper

Events

Magazines

Research

Web Sites

Awards



Direct Marketing

Objective

To communicate directly tothe target audience andhelp promote Informatica

PLUS, especially to theexisting Informatica clients.

Strategies

More directcommunication

Direct phone calls,emails and mails.



Direct Marketing

Tactic Programs

Trade Shows

Mailing

Magazines





Trade Shows

Strategies

Give tutorials

Offer free data

transfer service anddiscount for 6 months

Tactical Program

Show sponsorships,trade shows, andconferences

Send sales team



Objectives

• Increase visits by 25% on Informatica website

• Increase download of demo and app by 25%

Internet



Internet

Strategies

Redesign the website

Advertise on social

media sites andSalesforce.com

Tactical Programs

Utilize search engineoptimization

Build a brand image bypromoting bettersearch engine results





Budget Summary

Advertising

Sales Promotion

Public Relations

Trade Shows

Internet

Campaign Evaluation

Contingency



Documents

Informatica+ Cloud