Paramjit Sharma

managing total marketing effort

Paramjit Sharma

Managing The Total Marketing Effort

Latest TrendsOrganising Marketing And SalesBuilding Customer-Focused CultureImproving Marketing SkillsMonitoring Marketing

Paramjit Sharma

Latest Trends

Reengineering

Outsourcing

Benchmarking

Supplier Partnering

Customer Partnering

Mergers/acquisition

Globalizing

Flattening

Focusing

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

Simple Sales Department-stage1

President

Sales VP

Sales ForceOther marketing

FunctionsHired

Paramjit Sharma

Sales Department With Mktg Functions-2nd Stage

President

Sales VP

Sales Force

•Mark.Director•Other Mktg Fn.

Int.& ExtSupport

Paramjit Sharma

Separate Marketing Department-3rd Stage

President

Sales VP Mark VP

Sales ForceMktg.

Functions

Paramjit Sharma

Modern Marketing Company-4th Stage

President

Sales VP Mktg VP

Sales ForceMktg.

Functions

Executive VPSales & Mktg

Paramjit Sharma

Process & Outcome based Company-5th Stage

Cross disciplinary TeamWith Process Leader

MarketingDepartment

MarketingPersonnel

Paramjit Sharma

Functional Organisation

Marketing VP

Mktg AdmManager

Adv. & SPManager

SalesManager

MRManager

New ProductsManager

Paramjit Sharma

Media

SalesForce

Packaging

MFG&

DistPromotion

Advertising

Finance

Publicity

Purchasing

MktResearch

LEGAL

R&D

ProductManager

Paramjit Sharma

Product Teams

Vertical Product Team

Triangular Product Team

Horizontal Product Team

Paramjit Sharma

Product Teams

Vertical Product Team

Triangular Product Team

Horizontal Product Team

PM

R C

PMR C S D F E

PM

APM

PA

Paramjit Sharma

Market .Mgt/Customer Mgt.Organisations

Qlty

Plantmgr

Fin

Mat

EngR&D

Brand

Inf Sales

PromoFin

CategoryDirector

CatPlan

sales

Catplan

Retail Space

spl

Supplychain

Process team(For Each ProductCategory)

Category TeamFor each category

Customer TeamFor each majorcustomer

CategoryDirector

CustomerManager

TeamLeader

Paramjit Sharma

Market Managers

Productmanagers

Rayon

Acetate

Nylon

Orlon

Dacron

Men’s wear

Women’swear

Homefurnishing

IndustrialMarkets

Product/Market Management Organisations

Paramjit Sharma

Marketing-Relations With Others

Finance

Marketing

R& D

Engineering &Purchases

Manufacturing &Operations

Accounting &Credit

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 ManagementAppoint Senior Marketing Officer & Task forceGet Outside HelpHire Strong Marketing TalentDevelop Strong In-house Marketing TrainingInstall Modern Marketing Planning SystemEstablish Mktg. Excellence Recognition ProgrammeShift to Process FocusEmpower The Employee

Paramjit 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