Scenario
                  • You are Ed Walker marketing 
                      consultant. 
                  • TASK: 
                        – Positioning and branding of the company
                        – Communications strategy 
                        – International marketing strategy
                                    C A M B R I D G E   M A R K E T I N G   C O L L E G ES        © CMC 2005
                        Where are we now ?
                             Audit of current situation
                                    C A M B R I D G E   M A R K E T I N G   C O L L E G ES        © CMC 2005
                                  Signifo today 
                  • Business to business, fast growing SME within the 
                      Software Services sector
                        – Established 5 years, profitable, grown organically
                        – £1.5m T/O
                        – 400 customers
                        – Impressive range of clientele – Chivas Regal, 
                           Heineken,Woolmark,Hitachi, Pernod etc.
                        – Mainly U.K. only few customers overseas
                        – Mainly targets SME market 
                        – One product currently – expense solutions 
                        – Poised for growth but how?
                                    C A M B R I D G E   M A R K E T I N G   C O L L E G ES        © CMC 2005
                                         SUPPORT ACTIVITIES
   FIRMS INFRASTRUCTURE - Customer focused, Marketing taken on and understood
   at every level, core function - strong internal communications
   HR MANAGEMENT - Retain technical and knowledge based employees and recruit
   marketing and sales experts - Project/consulting expertise
   TECHNOLOGY DEVELOPMENT - Technology leaders, continuous innovation, 
   R&D focused towards buyers needs, strength in R&D relationships I.e. Research institutes 
   PROCUREMENT - Combined buying power                                                               MARGIN
                                                               MARKETING
                                                                AND SALES            SERVICE
                        OPERATIONS                               • Customer/          • Total
     INBOUND                 •               OUTBOUND              segment            systems
      LOGISTICS                JIT            LOGISTICS            research           solution
      •                   •Efficient           •                 •                 •
         Intranet         production            E- Order          Investment         Consultancy        MARGIN
      •
         JIT for            (closely           handling          in Branding          services
                                                 •              •                  •
       suppliers          monitored)               JIT            Relationship       Maintenance
                                                                                   •
                                                                  marketing,         Outsourcing,
                                                                 Key Account
                                                                 managment
  PRIMARY FUN CTIONS                   C A M B R I D G E   M A R K E T I N G   C O L L E G ES             © CMC 2005
                                    Brand issues
                  • BRAND DOMAIN                          (brand’s target market)
                  • BRAND HERITAGE                        (how it has achieved 
                      success)
                  • BRAND VALUES    (core values and 
                      characteristics)
                  • BRAND ASSETS     (what makes brand distinctive)
                  • BRAND PERSONALITY (character of brand)
                                    C A M B R I D G E   M A R K E T I N G   C O L L E G ES        © CMC 2005