Michel HUYNH QUANG DOA

En résumé

Entreprises

• SURFACES ET FINITIONS (Finishing Brands) - Dir./Resp. Marketing

  2000 - maintenant Since 2010
  EUROPEAN STRATEGIC MARKETING MANAGER
  Market identification, studies and understanding
  Business potential estimation
  Market scan
  Sales orientation
  Action plan definition
  Follow and readjust
  
  1. What is Marketing for
  
  A distinctive mean to increase business profitably, i.e.:
  It creates an understanding about the targeted market(s)
  evaluates the competitive environment
  defines the tools that are used to successfully penetrate this market
  stimulates and supports sales
  make it happen
  
  
  2. Summarised Marketing Activities:
  
  Product management
  Alternative 1: By Brand
  Alternative 2: By solution
  Market Management: Metal / Ceramics / Wood / New Business & Others
  Communication Management
  CI / CD Industrial Finishing
  Catalogue & Flyers
  Operating Manuals
  Customer Newsletter (onTop / Finishing Point)
  Distributor Newsletter (Counter Intelligence / InfoTec)
  Case Studies
  Internet
  Intranet
  Distributor network Support
  Professionalise channel strategy
  Offering variable, modular concepts
  Push/pull strategy to stimulate sales
  Database Management / Market Research & Analysis
  Training /Seminars
  
  3. Description of Marketing functions:
  
  Product Management
  Management of a particular product range for Industry in Europe. This includes:
  Definition of European products
  Product launch: preparation – implementation – follow-up
  Benchmarking
  Input of product modifications / new products to R&D
  Mapping the status and success of a product range
  Input of content for commercial literature
  Manage operating manuals together with R&D, Engineering, Technicians
  Manage / run training of new products
  Driving Focused Groups, when needed
  
  Market Management
  Management of a particular market segment for Industry in Europe. This includes:
  Surveying, understanding and analysing a particular segment
  Identifying 80/20 sub-markets, key accounts and key competitors
  Business plan for particular market segment with potentials and proposed go-forward plan
  Positioning ITW in this particular segment relative to competitors  competitive ad-vantage via SWOT and factors of success
  Driving Trade Focus, when needed
  
  Communication Management
  Management of all communication tools and co-ordination across Europe. In particular:
  Ensuring European commercial documentation, based on 80/20 markets & prod-ucts
  Driving CI & CD for ITW Industrial Finishing Europe
  Manage and support exhibitions
  Refreshment of Web presence and co-ordinating updates
  Setting-up Intranet tool
  Evaluate new media opportunities and initiate their use
  
  Operational Marketing
  Distributor support
  Regional promos, based on European framework
  Language adaptation
  Local / regional Market Research
  Case Studies for strategic market segments
  Database Management with close link to Sales and Customer Service
  
  Strategic Marketing
  Managing the prime marketplace challenges, i.e. expanding end-user base by gaining better market penetration and enhancing customer loyalty in developing an attractive value proposition. In particular:
  Definition of overall guidance for all European Marketing activities
  Co-ordination of pan-European MarketingDefinition and analysis of new business opportunities
  Putting all product lines into a complete solution
  Developing and ensuring competitive edge
  Market potentials and analysis
  
  4. Premises and open questions
  
  Paint companies:
  management & support
  Training:
  extent of regional needs
  Pan-divisional co-ordination & communication:
  extent of support for other markets
  Value of ITW Finishing presence

Formations