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