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managing total marketing effort

Paramjit Sharma
Managing The Total Marketing Effort

Latest Trends
Organising Marketing And Sales
Building Customer-Focused Culture
Improving Marketing Skills
Monitoring Marketing

Paramjit Sharma
Latest Trends

Reengineering Mergers/acquisition

Outsourcing Globalizing

Benchmarking Flattening

Supplier Partnering Focusing

Customer Partnering Empowering


Paramjit Sharma
marketing organisation-the evolution

Simple Sales Dept.

Sales Dept. with Marketing Functions

Separate marketing Dept

Modern Marketing Dept.-marketing company

Process and outcome Based company

Paramjit Sharma
mple Sales Department-stage1

President

Sales VP

Other marketing
Sales Force Functions
Hired
Paramjit Sharma
Sales Department With Mktg
Functions-2nd Stage

President

Sales VP

•Mark.Director
•Other Mktg Fn.
Sales Force Int.& Ext
Support
Paramjit Sharma
arate Marketing Department-3rd Stage

President

Sales VP Mark VP

Mktg.
Sales Force
Functions

Paramjit Sharma
dern Marketing Company-4th Stage

President
Executive VP
Sales & Mktg

Sales VP Mktg VP

Mktg.
Sales Force
Functions
Paramjit Sharma
Process & Outcome based Company-5th
Stage

Cross disciplinary Team


With Process Leader

Marketing
Department

Marketing
Personnel
Paramjit Sharma
Functional Organisation

Marketing VP

Mktg Adm Adv. & SP Sales MR New Products


Manager Manager Manager Manager Manager

Paramjit Sharma
MFG
& Media Promotion
Dist

R&D Advertising

Product
LEGAL Packaging
Manager

Finance Purchasing

Mkt Sales
Publicity
Research Force
Paramjit Sharma
Product Teams

Vertical Product Team

Triangular Product Team

Horizontal Product Team

Paramjit Sharma
Product Teams

PM
PM
Vertical Product Team APM
R C
Triangular Product Team PA

Horizontal Product Team

PM
R C S D F E

Paramjit Sharma
arket .Mgt/Customer Mgt.Organisations

Qlty R&D Cat


Cat Plan Supply
Eng Inf Sales
Fin plan chain
Team Category
Category Customer
Leader Director Manager
Fin Promo Retail Space
Mat Plant
Brand sales spl
mgr

Process team Category Team Customer Team


(For Each Product For each category For each major
Paramjit Sharma customer
Category)
Product/Market Management
Organisations
Market Managers
Men’s Women’s Home Industrial
wear wear furnishing Markets
Rayon

Acetate
Product
managers Nylon

Orlon

Dacron
Paramjit Sharma
Marketing-Relations With Others

Marketing

R& D Finance Accounting &


Credit

Engineering & Manufacturing &


Purchases Operations
Paramjit Sharma
Customer Driven Organisation

Develop Passion For Customers

Organize Around Customers


Than Products

Develop Customer Understanding


Through Research

Paramjit Sharma
Creating market and customer focused company

Convincing Senior Management


Appoint Senior Marketing Officer
& Task force
Get Outside Help
Hire Strong Marketing Talent
Develop Strong In-house Marketing Training
Install Modern Marketing Planning System
Establish Mktg. Excellence Recognition
Programme
Shift to Process Focus
Empower TheParamjit
Employee
Sharma
Injecting Creativity

•Hire Creative Marketers


•Train Employees in Creativity
•List observable Trends
•List Unmet Things
..Imagine new Offerings
•Set up prizes for new ideas
•Senior Managers Taking Juniors out
•Set Up Critique Group
•Occasionally Hire Creative Resources

Paramjit Sharma

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