Project Experience - Marketing
Strategy (see also links above)
the development of a new brand for a consumer products company.
Developed name, logo and brand positioning. Led the development
communication material for launching the new brand. The new brand
successful in attracting its target market.
two new brands for a consumer product company. Assessed market
and competitors, selected names, logos, brand positioning and developed
sales collateral. Selected channel strategy and directed sales
for the introduction of these new products.
as Marketing Leader for new ventures. Developed marketing, sales
and business strategies and plans. Led the development and
of new products and services.
- Developed strategy and plans for web sites including
assessment of target audience preferences, best practices, development
of differentiation strategy, key features, use of advanced technology,
testing and implementation.
the development of marketing strategies and plans for
Defined marketing goals, key offerings, major marketing programs,
acquisition and retention programs, value proposition and analytics.
the assessment of major players on the internet for marketing strategy
development, alliances, branding and positioning.
marketing strategies and programs to build a new contemporary image for
IBM through the “e-business” brand. Developed messages and
for utilization among other activities.
the assessment of the portfolio of Internet offerings throughout
Selected the offerings on which to focus advertising expenditure.
Defined the role of the selected brands in the "e-business" marketing
and the key attributes that should be emphasized. The
campaign was considered a major success for IBM. It generated
recognition, association with the selected attributes, and successfully
introduced IBM to the new economy ensuring long-term revenue growth.
a market research and segmentation study focusing on the purchasing
of buyers of Internet products for IBM. Based on the results of
research, marketing strategies were developed for selected e-business
including: E-Collaboration, E-Commerce, Supply Chain Management,
Relationship Management and Knowledge Management.
events to IT Market Analysts to communicate the IBM e-business strategy
and to foster positive reviews. Participated in senior management
strategic discussions, councils and cross-unit integrating meetings.
a new market share tracking study for major Internet product categories
in conjunction with Gartner Group at IBM, which resulted in improved
of marketing efforts, and better selection of market
the competitive and market intelligence groups at IBM, and the
of partnership opportunities.
the growth opportunities for Galileo's Advertising products, and the
in advertising on the Internet. Recommended a new marketing
for Advertising products to the company.
three customer satisfaction surveys for Galileo with travel agencies,
hotel chains and rental car companies to identify opportunities for
Customer-focused marketing action plans were developed based on the
guidelines for the preparation of strategic profiles of competitors for
Galileo. Five computer reservation system providers were
Sabre, Amadeus, Worldspan, Microsoft and EDS.
a growth strategy for the most profitable market segment in the area of
communication products for people in motion for Ameritech. The
included mission, goals, marketing strategy, market segmentation,
of customer requirements, key success factors, financials, strengths,
opportunities, threats, technological capabilities and action
Presented the strategy to the president and vice-presidents.
long-term demographic trends and their impact on public communication
a marketing strategy for a leading manufacturer of electronics and
and a retail chain, in a joint manufacturer-retailer effort that
in significant increase in share and profits. Prepared profiles
the various Retail formats. Assessed competitive products.
Developed market segmentation, product line, price models, advertising
and channel strategies.
packaging improvements for an existing product without incurring
cost for Johnson & Johnson.
the implementation of marketing information systems for Unilever
sales forecasts, price evolution, advertising budget, marketing
models, market share and major customer data. The new systems led
to faster and fact-based marketing decision making.
market information search for Unilever including new products, market
advertising expenditure, promotions and others. Developed profile
of key competitors.
advertising agency selection process, which included visiting top
agencies and selecting the agency with the best experience for a new
products for international markets and developed country-specific
materials. Analyzed domestic and international economic and
trends for long-term forecasts and export decisions.
marketing and brand plans for new consumer products. Evaluated
potential and strategies. Analyzed prices and margins.
portfolio of products and recommended product discontinuation and new
resulting in increase in profitability. Analyzed the company's
product development process and designed a faster new process.
growth trends and production capacity in California for Liquid
Focused on economic trends and major end-users such as the technology
Analyzed the company's strengths, weaknesses and cost position in the
domestic and international markets and trends for pulp/paper and
to assess opportunity for large capacity expansions.
market surveys for Suzano Paper and Pulp. Interviewed senior
Prepared market segment reports. Analyzed, designed and
the implementation of market segmentation systems.