Global Infrastructure Services

Generic Charter I3 INITIATIVES

MARKETING CAPABILITIES
Resources General Information Review Timing

Title: Owner: Program Dir: Critical Support Resources:

Objective CTQs:

Project Overview Issue Statement: <whats current situation? Whats wrong? What needs fixed> GIS is not a market led and market focused organization today. The current structure has few elements of Functional Marketing (Sales/Cost reduction) however there is no concept of Marketing as an Integrative function which results in Customer Satisfiers (End to End). Ideally Marketing should be performing the classical Product Manager Role formulating strategies and models to help the organization win through total quality excellence. Objective Statement: <Through completing this activity, what do you hope to achieve, correct, or improve?> Winning Markets through Market-oriented Strategic planning and Build a High-performance business Alter the current DNA to make GIS as a Market led, Customer oriented organisation focused on customer satisfiers Introduce Integrative Marketing - The key to achieving organization goals by being more effective than competitors in integrating marketing activities towards determining and satisfying the needs and wants of target markets

Scope:

<Include regions, technologies, data, business groups, etc.> GIS India GIS Global Support India Direct

Not in Scope:

Plan: Deliverables (completion criteria) : A modern customer oriented organization which has adopted of the core principles of marketing in the 4 key processes of New Service Realization (Build on existing and absolutely new service offerings) , Inventory Management ( Service and People Competencies), Order to Remittance (Transition and Transformation) and Customer Service Process (Service Delivery and Service Support) Product Management Approach to a lifecycle of service offerings Build in mechanisms to address the 4Ps and 4Cs of Marketing 1. Product/Service Offerings Customer Needs and Wants 2. Pricing Cost to the Customer (Value Proposition) 3. Positioning Customer Mind Space, Market Intelligence 4. Promotion Communication Develop Engagement models to 1. Our Customers Regions/Clients 2. The Market 3. Demand Management

Global Infrastructure Services

Overall Schedule, with milestones and dates, 1. Charter Discussion and Finalisation 2. Project Scope and Plan development 3. Resourcing and Sign off 4. Proposed Metrics to show progress towards Objective 1. 2. 3. 4. 5. Signed off Charter and Scope Document Project Plan Agreed team and resource allocation Reviews against Milestones

Proposed Metrics to demonstrate the Objective has been accomplished and can be closed. What are the tangible benefits? How and what are the measurable business benefits?

Projected Cost: < Assets (labor, non-labor) Total Estimated Cost, Total Estimated Return >

Approach: <Team structure, program structure, global, regional sub teams, etc. > I3 Program Sponsor Brian Manning I3 Program Manager Peter Inness Marketing Capabilities Initiative Lead Neeraj Garg Team Champions (Full Time Engagement) GOL- Sanjay Gupta Engagement Models- Vivek Singh Positioning and Communication TBD

Team Members Operations Team participants Engagement Models- Vivek Singh Positioning and Communication TBD

Opportunities to use Six Sigma: <List deliverables or actions that could benefit from using six sigma as the design or improvement approach as part of accomplishing this objective. > Resources/Team Members: (proposed/who is critical to the success of this objective?) Management (endorsement / adoption / buy-in) Support from Regions and GIS Global Access to resources Budget

Global Infrastructure Services

Core:

Additional:

Expected Benefits: Improved service delivery, reduced operational costs, increased client satisfaction. Dependencies/Integration with other programs:

Boundaries: Barriers: Signatures/ Approvals

Sr Management (as necessary) ________________________ ________________________ __________ __________