Global Marketing University of Derby, May 15, 2007 Presented by: Yael Elstein VP Global Marketing Ness Technologies

2 Marketing Challenges  16 Countries – Local customers and partners  Over 20 Business (P&L) Units  Over 60 Various IT Solutions  14 Mergers & Acquisitions in 6 years  Quick and aggressive growth  Tough competition Major Marketing Challenges:  Make Ness known globally and locally  Create ONE company image

3 0 Collaterals Presentations Brochures Gifts Branding& Corporate ID Trade Shows Advertising Dir/Marketing Internal Marketing Business Partners Case Studies PR/AR/IR Web Content Customer Relationship Management Strategy Marketing Practices

4 Global Marketing: Issues to be addressed  Globalization vs. localization  Centralization vs. decentralization  Global corporate identity (branding)  Knowledge sharing  Cross-selling, leveraging capabilities  Working as a team

5 Standardization vs. Localization Learning to recognize the extent to which marketing plans and programs might be standardized worldwide as well as the extent to which they need to be adapted. Global Needs vs. Local Needs What is the right balance?

6 Think Global, Act Local A successful marketing approach in one country will not automatically work in another country  Culture differences  Economic and social differences  Customer preferences  Competition  Distribution channels  Communications Media

7 Effectiveness of communication channels Webcas t Direct Mail Push RoundtableTelesales US ETTEEE UK TTE EE Germany NETTEEE Japan NEETT NE France TTE Spain NETTEE Key: E = Effective TT = Think Twice NE = Not Effective Source: ITSMA, 2006

8 The need for localization varies by function Direct marketing, events, roundtables, conferences Website Marcom: White papers, collaterals, brochures Brand identity/message Corporate/financial communications Low High Source: ITSMA, 2006

9 Think Global, Act Local

10 Media coverage – traffic compaign

11 Centralization vs. Decentralization  Centralized organization – optimize resources, leverage scale, less effective on a local level (large, publicly traded companies)  Decentralized organization – limited idea sharing, less scale Watch out: Don’t over-centralize!

12 Corporate Identity Branding Visual Identity (collaterals: brochures, ads, posters, events, website, etc.) Speaking in one voice (marketing messages, slogans, etc.)

13 Acquisitions of new companies Marketing integration topics  One company identity process  Change of name campaign  Sales support materials/collaterals – case studies & references  Marketing communication  Internet – incorporating into global site  Public Company limitations

14 Knowledge Sharing  Portals (employees, department/profession-specific) - Global employee portal - Marketing Zone  Employees newsletter  Ness TV news (customers and employee versions)  Forums  Global meeting  Conference calls  s  Reports