Company Logo
Corporate Marketing (Battle) Plan 2013-14
By: Paul Sebastian RosarioSenior Level Marketing Specialist
Mumbai, May 16th 2013
Presentation for a leading IT & outsourced business services provider based out of Mumbai
Company LogoWar Room (Index)
• War Room Situation • Battle Strategy • Tactical Deployments– 1st Wave– 2nd Wave– 3rd Wave– 4th Wave
• Recruitment & Reconnaissance• Battle Spoils• Summarize Strategy
Company LogoWar Room Situation (Business Reflection)
XXXX brand… to transcend Indian borders However… need to consolidate itself as a professionally
driven, unified & branded organization, offering world class quality end-to-end solutions
- LOCALLY
Note: Business Reflection & information in subsequent slides is based on my experience and perception formed while visiting XXXX offices + interaction with its staff over a period of time
Company LogoBattle Strategy (Marketing)
Enhance Image
Corporate Marketing Plan
Centralized Content
Consolidate Brand
Busin
ess
Employees
CustomerKey Objective: Instill business confidence & pride in the brand
Company LogoBattle Strategy (Marketing)
• Leverage the potential power of 21,000+ team members
• Have consistent & unified branding at over 100 offices across India
• Generate & create a centralized repository of regularly updated Content, Audio & Visuals, etc.
Continued…
Company LogoBattle Strategy (Marketing)
• XXXX Corporate & Line Of Businesses (LOBs) to synergize business initiatives and support centralized marketing campaigns
• Leverage Public Relations (PR) as an Image building medium to connect with Investors, Media, Customers & future employees, etc.
Continued…
Company LogoWar Room Exercise(Marketing Management)
• Being Customer Centric…it’s essential to:– Plan & generate updated
CONTENT / CAMPAIGNS at regular intervals
– deploy marketing systems / processes to connect with customers (internal + external)
– Identify /take charge / deploy effective mediums of communication
Continued…
Company LogoWar Room Exercise(Marketing Management)
– Consistently communicate as per marketing plan
– Review campaigns + initiatives every quarter versus marketing plan
– Take Corrective Action where ever necessary or record observations for future reference
Continued…
Company Logo1st Wave (Brand Identity Manual)
• Need to create Brand Identity Manual• All Tangible surfaces, collaterals,
communication, assets to be branded as per the framed / approved guidelines
• Partner with HR to train all internal stakeholders inclusive of channel + vendor partners on XXXX brand nuances
• Regular Brand Audits across all XXXX Corporate & LOBs offices
Company Logo2nd Wave (Corporate Website)
• Partner with IT department to create robust & customer centric website with regularly updated content
• Website content / design / brand to be central repository for all collaterals needs of XXXX Corporate & LOBs
• Enterprise wide website to be leveraged as a central integrated hub for corporate communication (internally & externally)
• Lead Generator & Loyalty Campaign Hub• Leverage medium for extensive use of
both Electronic & Mobile Commerce
Company Logo3rd Wave (Corporate Marketing Plan)
• Need to frame & deploy Marketing Plan basis MD / CEO’s approval– Create & disseminate Corporate Marketing
& Events Calendar across group– Deploy & share Corporate level Customer
& Competitor Insights– Partner with cross functional Business
Management teams for Product & Services launches across XXXX Corporate & LOBs
Continued…
Company Logo3rd Wave (Corporate Marketing Plan)
– Create & deploy Standardized Communication to Customers (Internal & External) e.g.: Corporate level Newsletters, local level souvenir advertisements, sponsorships, Tariff Changes, etc.
– Deploy & Monitor Loyalty Programs at Customer, Channel & Vendor levels
– Create & own Corporate gifts & merchandize
Continued…
Company Logo4th Wave (Public Relations Plan)
• Need to frame Public Relations plan to support XXXX Corporate Marketing Plan to enhance its image / brand
• Corporate Public Relations Manual (XXX Corporate, LOBs, Channel & Vendors)
• Corporate Public Relations Kit • Integrated real-time presence on Social
media sites• Review of PR plan versus its deployment
Company LogoCore Team (Corporate Marketing)
• Need to recruit Marketing team at Corporate Level
• LOB’s to Identify & provide names of their representatives to support Corporate Marketing team to execute various campaigns / programs / systems / processes / surveys, etc. in their respective businesses
Company LogoCore Team
(Marketing Specialized Units)• Need to form alliances with:– Market Research agency– Public Relations agency– Advertising agency– Event Management agency– Creative Design studio– Web designing Agency / In-house
Company LogoTarget Groups (Profile/Research)
• Conduct Corporate level research + profiling of below target groups:– Internal Customers across its LOBs:
• Corporate + LOBs marketing & events initiatives• Infrastructure (Offices, Equipments, Vehicles, etc.)• Communication (Website, Newsletters,
advertisements, press notes, etc.)• Proprietary Assets (Product / Services / Software /
Hardware / Processes)• Employees• Outsource Staff• Channel Partners• Vendor Partners
Continued…
Company LogoTarget Groups (Profile/Research)
– External Customers: • Customers (Existing, Lost & New)• Share Holders• Investor Community• Industry Association/ Local Bodies / Government
Representation• Future Employees• Media
– Competitors:• India• Overseas
Continued…
Company LogoBattle Spoils (Marketing Deliverables)
• Uniform Brand Identify across locations• Single Point Content Management• Centralized Marketing Plan for Group• Centralized Communication Policy• Corporate Archives *Continued…
Company LogoBattles Spoils(Corporate Archives)
• Create + Own Corporate Marketing Archive consisting genesis of: – Logos creation, development over the years– News clips (past & present – online + offline)– Corporate audio visuals– Corporate photographs– Advertisements (online + offline)– Collaterals (Brochure, Leaflets) – Corporate presentations, – Product Launch, Conferences, etc.
Continued…
Company LogoBattle Strategy (Marketing)
To summarize…Strategy involves leveraging internal stakeholders
to be brand ambassadors and pro-actively add value to business performance, highlighting
achievements using the PR medium