Chapter Five Case Study One

Company One  Background Manufacturer Ingredient Products  Specialty Paper used for insulation  Distribution Channel Sales force  Customer base (Global) Distributors OEM Resellers  Company vision Become solution provider to its customers through continual advancement of product technology and creation of valuable relationships among all the firm’s stakeholders  Company Challenges Decentralized Smaller niche manufactures

Old Structure CEO ABCDEFGH Other execs

E-Business Marketing Goals  Share Protection (from competition) re-organization 8 units to 2  CRM Integrated Marketing Communications  ERP  IMC Strategy Stage 1  Reorganize the company toward the IMC Strategy Stage II  Understand the competitive environment Stage III  Brand Decision-making Strategic, tactical and evaluative Stage IV  Enhance the brand positions with the marketplace

New Structure CEO President ABCD EFGH Other Execs

IMC Implementation  IMC Step 1: Re-orienting the Strategy Cross-sell and/or up-sell new positioning, new logo channels: sales force, electronic, other direct mktg  IMC Step 2: Understanding the competitive environment internal (costs) and external (brand) SWOT Results  Using online presence as a communications channel

IMC Implementation  IMC Step 3: Brand decision-making Strategic  Identifying and targeting the communications  Internet Tactical (Web Site)  Present organizational structure  Reinforce full-service solutions provider Evaluative  Identified and monitored online  IMC Step 4: Enhancing Brand Position in the Marketplace avenues to showcase the new site  Trade shows improvements and enhancements guided by on-line behaviors

Stakeholders Primary Stakeholders  Customers  Investors  Employees ??

Value Bubble  Attract phase How to drive traffic?  Different across stakeholders Different than B2C site  Smaller segments, already aggregated  Each segment has differing needs  Technologies Used Example technologies  Logotoon  Flash  Gee-Whiz factor Scrolling text  java applet Load time  CSS  Small graphics

Value Bubble  Engage Phase Different for the different stakeholders  Investor  Customer  Technologies Used Cross-browser compatibility problem with JavaScript on Menu System  Did not work with Netscape Customers: online design study  Design your own products Investors easy to find financial and performance data

Value Bubble  Retain Phase Announcing/attracting “back”  Technologies Used Customers: frequent upgrades to the designing center with targeted s Investors: consistent navigation and search capabilities with ColdFusion  ColdFusion is an example of a database driven web technology ASP and PHP are also similar but more difficult to code

Value Bubble  Learn Phase Customers: registration, contact me  Design studio foot printing  Pop-up survey (Biz-Rate??)  Multiple forms feeding ColdFusion middleware to database  Investors: assessing needs  Establishing demographics  How to use this information?  Technologies ColdFusion to gather info

Value Bubble  Relate (Step 5) Customers: archives of designs and preferences lead to modification of Design Studio  Store designs Investors: providing targeted information and contacts to Executive team Toll-free number  Ultimate goal IMC through e-business marketing

Summary  Success is highly likely Factors  Global company  Branding  Integrated approach  Marketing Theme Valuable Exchange Process or Multiple Group Involvement