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Roadmap presentation

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Ashley Geenen

on 2 November 2015

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Transcript of Roadmap presentation

Global Marketing Roadmap & Business Creation 2020.
'CG step into the 21st e-century'
Competitor Analysis
premium Brand Analysis
Created by: Ashley Geenen
International Business and Management Studies
Fontys Universities of Applied Sciences
Social Media Analysis
Social Media
Content Marketing
B2B and social media as an entity
Social Media Lifestyle
develop Canvas: easier online access for online enrollment, online courses, exit surveys
easier access through UWT website to an updated website
develop wider market by online advertisement to generate more revenue
banners, sending emails in weekly Boeing emails and 411 emails through UWT, developing a YELP page
put out an advertisement with bundle package deals for Boeing on the intranet
Involves the creation and sharing of media and publishing content of knowledge and experience in order to acquire customers.
communication Strategies
Integrated Marketing Communication
online banners
apparel and items
personal selling
sales promotion
direct marketing
public relations
make program so great others will sell it with word of mouth
bundle packages for Boeing
ads on bulletin boards
special events
speeches from Lisa
Communication strategies
products (lanyards, water bottles, etc) to be sold at the UW bookstore
given out to students after completing a course
using UW to help advertise on school website and school events
online banners
brochures at Boeing and UW bookstore
New-Product Development
New-Product Development
Apparel to market KeyBank Professional Development Center
Have a section in the book store to purchase these items:
Water Bottles ($10)
T-Shirts ($10)
Give out packages when students complete courses
Student ID for discounts, buses, sports events, and gear
Sweatshirts ($25)
Lanyards ($5)
Mass Customization Analysis
customer Satisfaction Analysis
1. Strategic Positioning
Early Adopters
Early Majority
Tore, online consumers, resource providers
Brand Redevelopment
A more branded website
Partnership with UW
Utilizing their marketing resources
Consistent Headers
Keybank Merchandise
Creating Loyalty
Word of Mouth Advertising
Creating exceptional value
Lanyards, hoodies, etc.
Public Relations
Launch Strategies
Keeping pulse on dynamic business developments
Using former students as advocates
Proactively adapting to
new technology and trends
Creating presentations at Boeing events
Using databases to create market leverage
How to Add Value
Value: A customer's perception of relative price and expectations with performance
Brand: University of Washington carries with it a known commodity
Keybank strives to be a high cost; high value firm
Testimonials: Keybank needs to utilize former consumers that were satisfied
Affiliate Program: A financial incentive for referrals for the product
Success Metrics
Success Metrics
Measures of Success/Failures
Requirements for Success
First Year Goals
Establish and Reach Target market
Generate Contracts/Partnerships with Boeing/Outside Companies
Develop Online Registration Tool
Additional Year Goals
Employee "Buy-In"
Aggressive Marketing
Supportive & Dedicated Staff

Use of Resources (UW Brand)
Growing Customer Base
Customer Satisfaction
Employee Satisfaction
Implement a multifaceted distribution plan that caters specifically to Boeing employees through the lens of the more for more positioning strategy
-Stress the value and accessibility associated with being willing and able to offer instruction from UW faculty on site, at Boeing, or at whatever location is most convenient for Boeing employees.
Physical Distribution
Digital Distribution
-Recognize the demand for online classes and offer such programs to accommodate Boeing employees, who may lack the time and resources necessary to attend classes in person, due to their job obligations

-Allow for virtual interaction via Skype
Consultancy Report
'Step into the 21st e-century'
Macro/Micro Environment
Taking Advantage of a Vertical Market
-A vertical market meets the needs of a particular industry by offering a limited number of specialized programs, rather than a broad selection

-Narrowing bulk of marketing focus to a few programs
-The Key Bank Center can capitalize on the ever growing demand from Boeing for programs such as Lean Six Sigma by increasing marketing efforts associated with Lean Six Sigma and shifting away from other, less profitable, programs directed at other demographics
Micro Environment
The Company: Key Bank
Supplier: UW faculty
Marketing Intermediaries: UW
Customer: Boeing
Boeing’s personal training
Local community colleges
Publics: Government
Macro Environment
Demographic Forces: Generation Y, Males, middle/upper class citizens
Economic Forces: recession recovery results in increased spending
Technological Forces: Generation Y is generally tech savvy
Political Forces: Government stresses importance of lean program
Discounts on classes
Trend-Watching Analysis
4 Trends
'Experience economy'

'Total Transparency'

'Urban Nomads'

Other Promotion
Other Promotions
1.Boeing’s Family Fun Day
2.Email through personal network
4.Word of mouth
5.Have students write a review after taking a course
In-depth interviews
Thank you
Code of Ethics: To provide excellent professional instruction to a diverse group of people with absolute integrity.
Stage 1 Competitor Analysis
Stage 2 Premium Brand Analysis
Stage 3 Customer Satisfaction Research
Stage 4 Social Media Analysis
Stage 5 Trend- Watching Analysis
Stage 6 Mass Customization
Stage 7 Consultancy Report
Main Online Marketing Activities

Social Media:
Twitter, Facebook, LinkedIn, Google +, ABB Conversations.
Internet Promotion:
Video Clips, You-Tube channel, B-rolls, speeches and presentations, photo gallery.
Newsletters ('News', 'In Control', 'Contact' and 'Network Management')
PR releases:
Daily press releases, weekly featured articles.

Main Online Marketing Activities

Social Media:
Twitter, Facebook, LinkedIn, Blogs (Energy Collective)
Internet Promotions:
YouTube channel, press pictures
Mobile Marketing:
Siemens Industry Online Support App, QR-codes
Industry Journal, Bookmarking
PR tools:
Daily press releases
Main Online Marketing Activities

Social Media:
Twitter, LinkedIn
Internet Promotion:
YouTube channel (product launches, product overviews and manual videos), Image bank, Videos
Mobile marketing:
Magazines ('Driven'), brochures, manuals, catalogs and presentations
Press releases
CG Drives & Automation
Main Online Marketing Activities

No Direct Marketing
No Internet Promotion
brochures, catalogs, manuals, service quality documents, case studies
PR tools:
Few times a year news release
SWOT- Matrix : Online marketing strategies CGDA VS Competitors
Premium Brands
High standard quality
'Feeling' or 'association'
Great marketing strategy
Success Stories
'Having well organized data is power.'

'Data must be easily accessible through website or another digital space.'

'Social media in the B2B sphere is seen as a useful tool to reach people with short incentive messages that make people inquisitive.'
Clients express openness towards the usage of digital communication in service.

E.g.: Online database accessible for CGDA's customers via website.
Reliable, partnering, service-centered

'CGDA is not one of the fast, luxury and flashy boys'.
Impact of interaction
Building relationships through social media
Young professionals and social media
‘Producing goods and services to meet individual customer’s needs with near mass production efficiency.’

In the age of smart customers is personalization the future of experience.

Product can be displayed and communicate via an online profile in social media.
Every B2B procurer is also a consumer who routinely surfs on first rate B2C website.

Personalized content
Better search capabilities
Meaningful buying/browsing experiences
Strong Content Management
Seller analytics
Reviews and social integration
Mobile integration
Multichannel commerce

Main Online Marketing Activities

Social Media:

Facebook, Twitter, LinkedIn
Internet Promotion:
YouTube channel, Photo gallery, Danfoss eBusiness (web ordering and direct business integration)
Mobile Marketing:

Danfoss KoolApps
Global news magazine ('Global Danfoss), newsletters.
PR tools:

Press releases
Full transcript