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Andre FuJessica Hu
Aaron SalesWei Tsyr ShyuKenan VilicZaharra WongXiangrong Zheng
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Preview
Situation Analysis
Problems and Opportunities
Marketing andCommunication Objectives/
Strategies
Creative Strategy andExecution
Advertising Media Plan
Sale Promotion
Direct Marketing
Public Relations
Trade Shows
Internet
Campaign/ Budget Evaluations
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Executive Summary
20M to 100M
Budget will go towards advertising media plan, direct marketingand sales promotion, public relations, and trade shows.
Informatica +
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Cont.. Executive Summary
Increase the interaction with current users throughDirect Marketing and Sales Promotion.
Public Relations will help us connect to ourconsumers.
Trade Shows will strengthen Informatica’s reputation.
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What is Cloud?
Is there a computer on the cloud?
Do we have to be on an airplane to access thecloud?
Does it work when the sky is cloudless?
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Explanation
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Cloud Power!The Cloud IsGROWING!!!
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Market OverviewFive-Year Period Revenue
$0.00
$200,000,000,000.00
$400,000,000,000.00
$600,000,000,000.00
$800,000,000,000.00
2006 2007 2008 2009 2010
Gale Business Insights: Essentials 2012
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Market ReviewCloud Market Share
SAP33%
Oracle21%
SAS Institute17%
IBM17%
Microsoft12%
Market Share
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Geographic Distribution
2010
Asia
Europe
U.S.
2015
Asia
Europe
U.S.
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Brand ReviewInformatica Cloud
The Best
Award Winning
Integration and On-Premise
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Product Description
Unification
Rapid Adoption
Easy to Use
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Features/ Benefits
Strengths
Simplicity
Powerful Platform
Customer Support
Customer Success
Weaknesses
Lack of Advertising
Public Awareness
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Customer Profile
Current Customers
Varieties firmographies
New Prospects Focusing on Technology and
Global Business
Buying Center Targets
IT buyers and C-Level
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Competitive Analysis
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Problems and Opportunities
Problems
Website Layout
Low Brand
Awareness
Band Position
Opportunities
Enhance Brand Position
Increase Awareness with
advertising.
Focus on Informatica’s advantages anddifferentiating factors.
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Key Opportunities
Strengthen the current brand position
The only cloud integration with on-premise
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Marketing Objectives
Establish Informatica Cloudas the dominant leader
Grow revenue to $100m byend of 2013
Position Informatica Cloudas the cloud + on-premiseintegrated solutions brand
Focus primarily on LOBswithin Informatica’s Enterprise market
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Communication Objectives
Increase brand awareness 35% points by end of2013.
New hybrid nature of IT
The only cloud and on-premise solutions
Increase brand preference 25% points by end of2013
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Creative Strategy
Informatica is the best cloud + and on-premiseintegrated solutions brand
IT buyers and C-level
Informatica Cloud save time, money and efficient
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Creative Strategy
Supports
Informatica Cloud is easy to use, reliable, andinnovative
New Name: Informatica +
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Tactics
First Quarter Total $398,318Second Quarter Total $398,318
Third Quarter Total $777,970Fourth Quarter Total $777,970
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Public Relationship
Objectives
To gain brandawareness introduceCloud to current
customers by promotingto existing Informaticausers.
Strategy
Media Coverage
Research Survey
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Public Relations
Tactical Programs
White Paper
Events
Magazines
Research
Web Sites
Awards
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Direct Marketing
Objective
To communicate directly tothe target audience andhelp promote Informatica
PLUS, especially to theexisting Informatica clients.
Strategies
More directcommunication
Direct phone calls,emails and mails.
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Direct Marketing
Tactic Programs
Trade Shows
Mailing
Magazines
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Trade Shows
Strategies
Give tutorials
Offer free data
transfer service anddiscount for 6 months
Tactical Program
Show sponsorships,trade shows, andconferences
Send sales team
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Objectives
• Increase visits by 25% on Informatica website
• Increase download of demo and app by 25%
Internet
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Internet
Strategies
Redesign the website
Advertise on social
media sites andSalesforce.com
Tactical Programs
Utilize search engineoptimization
Build a brand image bypromoting bettersearch engine results
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Budget Summary
Advertising
Sales Promotion
Public Relations
Trade Shows
Internet
Campaign Evaluation
Contingency
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