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  • Centra Software - An Integrated Marketing Communication Strategy

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    adityagoel300
    481 просмотров9 страниц
    Centra Software provides eLearning and eMeeting products to help companies reduce training costs and improve the speed and quality of training. Their main products are eMeeting, Conference, and Symposium. The document discusses Centra's value proposition to customers in reducing costs and improving quality, service, and speed. It then covers Centra's go-to-market strategy of targeting global corporations, mid-sized, and small firms through both field sales and telesales. The document also notes a dispute between Reed and Lesser over the sales strategy and proposes a hybrid model combining field sales and telesales.

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    Centra sotware-Ppt

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    Centra Software provides eLearning and eMeeting products to help companies reduce training costs and improve the speed and quality of training. Their main products are eMeeting, Conference, and Symposium. The document discusses Centra's value proposition to customers in reducing costs and improving quality, service, and speed. It then covers Centra's go-to-market strategy of targeting global corporations, mid-sized, and small firms through both field sales and telesales. The document also notes a dispute between Reed and Lesser over the sales strategy and proposes a hybrid model combining field sales and telesales.

    Авторское право:

    Attribution Non-Commercial (BY-NC)
    Скачайте в формате PPT, PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    481 просмотров9 страниц

    Centra Software - An Integrated Marketing Communication Strategy

    Загружено:

    adityagoel300
    Centra Software provides eLearning and eMeeting products to help companies reduce training costs and improve the speed and quality of training. Their main products are eMeeting, Conference, and Symposium. The document discusses Centra's value proposition to customers in reducing costs and improving quality, service, and speed. It then covers Centra's go-to-market strategy of targeting global corporations, mid-sized, and small firms through both field sales and telesales. The document also notes a dispute between Reed and Lesser over the sales strategy and proposes a hybrid model combining field sales and telesales.

    Авторское право:

    Attribution Non-Commercial (BY-NC)
    Скачайте в формате PPT, PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    из 9

    Centra Software

    Integrated Marketing Communication


    Johyson Thekkethala Rajat Chopra Riju Siddiquie Sudhanshu Kumar

    Company overview and Products


    Pioneer in eLearning and eMeeting Products Industry structure included
    Content Providers Delivery Platforms LMS (Learning Management Systems)

    Centra Products
    eMeeting Conference Symposium

    Value Proposition
    Criteria
    Cost Savings

    Business Objective
    What are the current training costs? How can these be managed better using eLearning How are your training options meeting the client expectations. Improvements in quality can help improve profits, market share and reputation How does training respond to client needs?

    Benefits of Centra Products


    Save in travel, salary opportunity cost and overhead expenses. Cover costs of product in under a year Consistent quality of products which are divided into three categories as per the needs of the customer Complete training anytime, anywhere. Up skilling can take place immediately. Access new and remote markets Compress time to introduce new products. The faster time to market helps build competitive advantage.

    Quality

    Service

    Speed

    How fast you can change your strategy to meet new challenges? How fast can you offer new training products to meet this demand?

    Go to Market Strategy
    Market Segmentation
    Global 2000 corporations Mid Sized firms Small firms

    Distribution
    Field Sales Mainly for global 2000 corporations Telesales Introduced in Sep 2000 to broaden market coverage Alliance Partners
    Infrastructure Partners System Integrator Partners LMS vendor Partners

    Telesales or Field Sales


    Employees Commission per employee No of Deals per Revenue per employee employee

    Field Sales
    Telesales

    25
    2

    $46,250
    $24,000

    1.72
    18

    $217,600
    $231,500

    Centra Income Statement


    % of sales(2000)
    Sales COGS SG&A 16% 119%

    YOY growth(199 9 - 2000) 167%


    117% 162%

    Other operating expense

    4%

    28%

    Product channel combination


    Product % of sales revenue Suggested sales channels
    Telesales Telesales, Field sales All channels

    Emeeting Conference Symposium

    2.5% 15% 65%

    Reed and Lesser Dispute


    Lesser Choice to sales force on dissemination/new account Telesales for under 200mn USD customers Field sales for Global 2000 Reed Need targets for penetration and dissemination Sales to Global 2000 only Aggressive on dissemination Telesales primary penetration tool

    Hybrid Model
    Telesales kicks in the beginning to understand the pulse of the customer Field sales can be part of the telesales team and the reps can be termed as Client Executives Use more of field sales for Enterprise Accounts Telesales can be linked with online support team We propose the teams be divided for dissemination purpose and acquiring of new customers. The dissemination team reps can be called Client Managers and would do customer adoption, up selling and renewals.

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