Description
Marketing presentation on Huawei Technologies. It covers all details about the company. Their business, presence in India. B2B vs B2C scenarios etc.
Group 7
Introduction
• ???????? (Huawei Technologies Co. Ltd.) was started in the year 1988 by Ren Zhengfei. • It is headquartered in Longgang District, Shenzhen, Guangdong. • It is recognized as one of the world’s most influential companies by Business Week. • It provides customized network solutions to 35 of the top 50 telecom operators in the world.
Huawei in India
• It operates in India with its R&D center at Bangalore currently employing 800 professionals. • It provides telecom support and services to major players like BSNL, Tata Indicom, Airtel and Reliance Communications.
Telecom Market
• The Telecom industry is a global behemoth with the presence of global private players as well as government run national players. • It comprises 3% of the gross world products and is expected to rise at 11% CAGR by the end of 2010.
Business to Business Marketing
• Practice of organizations, facilitating the sale of their products or services to other companies or organizations that : - resell them - use them as components in products or services they offer - or use them to support their operations • Customers : - companies that consume products or services - government agencies -institutions and resellers • Growth Drivers of B2B marketing - Technology - Entrepreneurship - Relationships, partnerships and alliances are what define marketing today
B2C Vs B2B
Business to Customer
• Product Driven
• Emotional buying decision based on status, desire, or price
Business to Business
• Relationship Driven
• Rational buying decision based on business value
• Brand identity created through repetition and imagery
• Merchandising and point of purchase activities
• Brand identity created on personal relationship
• Educational and awareness building activities
• Maximize the value of the transaction
• Maximize the value of the relationship
Company values
Customer focus
Harmony
Company Values
Innovation
Steady and sustainable growth
With effect from May 8, 2006
“During such a crucial period for global telecoms transformation, changing our logo demonstrates our readiness and capability to take future opportunities and challenges," said Xu Zhijun, chief marketing officer of Huawei.
The Logo
• Radiating stripes towards the centre emphasizing on long term value for customers • Vivacious and contemporary logo which symbolises innovation and promises to provide solutions with an enterprising spirit
Customer focus
Innovation
Harmony
• Acts as a metaphor for Huawei's open-minded attitude and partnership strategy
Steady and sustainable growth
• A confident and optimistic symbol, the new logo conveys a sense of maturity and steadiness
Challenges and Environment
Product Range Service Provisions Capital Investments
New Sectors
Mergers & Price Wars
Customer Base
Challenges & Environment
Geographic Differences
The Steps
• Targeting Emerging Geographies • Company Reformation • Brand Positioning • Creating Visibility • Research and Development • Strategic Alliances and Partnerships
Products & Price
• Strong position in the market for low-end routers and switches • 40% cheaper than its competitors • Low-cost engineering instead of low cost manufacturing. • 35773 patents – 10% of World’s 3GPP Long Term Evolution (LTE) essential patents.
Place
• 8 regional headquarters, 100 branch offices outside China • 3-level customer service system (HQ, regional, local) • 14 R&D Centers across the globe.
Promotion & Branding
Trade Fairs
Open Door Policy
HUAWEI
Corporate Promotions
• Advertising campaign designed by DBB Worldwide • DBB Worldwide, Interbrand helping Huawei improve its business practices agencies FleishmanAdvertising • PR Hillard and Manning Selvage & Lee to drive corporate brand exposure worldwide • Uses Trade Shows to launch new products
Magazines
Technology Conventions
Open Door Policy
Technology Fairs
Non- Conventional Marketing
• International joint ventures – access to new sales channels •Leverage Management Consultants to get the word around •Aggressive marketing – Cisco example •FutureWei Alliances
Consultants
consulting
Learnings
•Leverage on Product Leadership and Operational Excellence •Focal point – Customer Involvement • Keep it simple – the product speaks louder than words
References
• Web Sites
?www.huawei.com ?www.vista-consulting.com ?www.wikipedia.org ?www.interbrand.com ?www.cbfeature.com ?www.cebit.de
Thank You
doc_481287591.pdf
Marketing presentation on Huawei Technologies. It covers all details about the company. Their business, presence in India. B2B vs B2C scenarios etc.
Group 7
Introduction
• ???????? (Huawei Technologies Co. Ltd.) was started in the year 1988 by Ren Zhengfei. • It is headquartered in Longgang District, Shenzhen, Guangdong. • It is recognized as one of the world’s most influential companies by Business Week. • It provides customized network solutions to 35 of the top 50 telecom operators in the world.
Huawei in India
• It operates in India with its R&D center at Bangalore currently employing 800 professionals. • It provides telecom support and services to major players like BSNL, Tata Indicom, Airtel and Reliance Communications.
Telecom Market
• The Telecom industry is a global behemoth with the presence of global private players as well as government run national players. • It comprises 3% of the gross world products and is expected to rise at 11% CAGR by the end of 2010.
Business to Business Marketing
• Practice of organizations, facilitating the sale of their products or services to other companies or organizations that : - resell them - use them as components in products or services they offer - or use them to support their operations • Customers : - companies that consume products or services - government agencies -institutions and resellers • Growth Drivers of B2B marketing - Technology - Entrepreneurship - Relationships, partnerships and alliances are what define marketing today
B2C Vs B2B
Business to Customer
• Product Driven
• Emotional buying decision based on status, desire, or price
Business to Business
• Relationship Driven
• Rational buying decision based on business value
• Brand identity created through repetition and imagery
• Merchandising and point of purchase activities
• Brand identity created on personal relationship
• Educational and awareness building activities
• Maximize the value of the transaction
• Maximize the value of the relationship
Company values
Customer focus
Harmony
Company Values
Innovation
Steady and sustainable growth
With effect from May 8, 2006
“During such a crucial period for global telecoms transformation, changing our logo demonstrates our readiness and capability to take future opportunities and challenges," said Xu Zhijun, chief marketing officer of Huawei.
The Logo
• Radiating stripes towards the centre emphasizing on long term value for customers • Vivacious and contemporary logo which symbolises innovation and promises to provide solutions with an enterprising spirit
Customer focus
Innovation
Harmony
• Acts as a metaphor for Huawei's open-minded attitude and partnership strategy
Steady and sustainable growth
• A confident and optimistic symbol, the new logo conveys a sense of maturity and steadiness
Challenges and Environment
Product Range Service Provisions Capital Investments
New Sectors
Mergers & Price Wars
Customer Base
Challenges & Environment
Geographic Differences
The Steps
• Targeting Emerging Geographies • Company Reformation • Brand Positioning • Creating Visibility • Research and Development • Strategic Alliances and Partnerships
Products & Price
• Strong position in the market for low-end routers and switches • 40% cheaper than its competitors • Low-cost engineering instead of low cost manufacturing. • 35773 patents – 10% of World’s 3GPP Long Term Evolution (LTE) essential patents.
Place
• 8 regional headquarters, 100 branch offices outside China • 3-level customer service system (HQ, regional, local) • 14 R&D Centers across the globe.
Promotion & Branding
Trade Fairs
Open Door Policy
HUAWEI
Corporate Promotions
• Advertising campaign designed by DBB Worldwide • DBB Worldwide, Interbrand helping Huawei improve its business practices agencies FleishmanAdvertising • PR Hillard and Manning Selvage & Lee to drive corporate brand exposure worldwide • Uses Trade Shows to launch new products
Magazines
Technology Conventions
Open Door Policy
Technology Fairs
Non- Conventional Marketing
• International joint ventures – access to new sales channels •Leverage Management Consultants to get the word around •Aggressive marketing – Cisco example •FutureWei Alliances
Consultants
consulting
Learnings
•Leverage on Product Leadership and Operational Excellence •Focal point – Customer Involvement • Keep it simple – the product speaks louder than words
References
• Web Sites
?www.huawei.com ?www.vista-consulting.com ?www.wikipedia.org ?www.interbrand.com ?www.cbfeature.com ?www.cebit.de
Thank You
doc_481287591.pdf