Denzil D’SaJuly 28, 2011

Denzil D’SaJuly 28, 2011

Aerospace Marketing: Building Sales & Marketing //

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AGENDA // • Denzil D’Sa Introduction• Course Objectives

– Marketing and Sales: The Love-Hate relationship– Creating Value for the Sales Force

• Interactive Case Study• Business Aircraft Example• Objectives Revisited 

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DENZIL D'SA BRAND STRATEGIST // MARKETING DIRECTOR

DENZIL D'SA, BRAND STRATEGIST / MARKETING DIRECTORDenzil D’Sa is a strong business leader with key qualities based on fundamental values. With the powerful ability to motivate and lead teams towards strong engagement for over 10 years of marketing experience in the luxury and technology markets. He has managed the International Brand and Marketing programs for three world-renowned luxury brands targeting the Ultra-High-Net worth individuals market worldwide.    Under his direction, each of the three world-renowned business aircraft brands, Learjet, Challenger and Global have become a key market distinguisher for Bombardier. He has gone beyond social media to leverage technologies in all aspects of our life with proven result from the innovative use of technology to underscore leadership and ingenuity messages. Prior to Bombardier, Denzil worked at the Canadian Space Agency, in public, private, and community environments, working as MARCOM consultant as well as a radio Program Director.

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COURSE OBJECTIVES // • Introduction to international Business aviation, • Benefits of strong sales and marketing relationship, • Ingredients to build and implement strong marketing and sales

programs. 

Part One - Sales and Marketing -“The love-hate relationship”

 Part Two - Creating value for the Sales Force

 Part Three - Interactive Case study

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SALES AND MARKETING // “THE LOVE-HATE RELATIONSHIP”

• Sales and Marketing are on the same side, but they have very different views about how to get things  

• Sales tends to be action-oriented, focused on day to day relationships and the short term;

• Marketing tends to be more cerebral, creative and long-term oriented.

• The two functions have different metrics, and compensation programs, leading to deep cultural divides.

A strong sales and marketing relationship will lead to stronger customer relationships, and lead to long-term loyalty

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CREATING VALUE FOR THE SALES FORCE

Creating Value for the Sales Force //

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CREATING VALUE FOR THE SALES FORCE //

Sales Tools

Brand relationship

Marketing Channels

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CREATING VALUE FOR THE SALES FORCE //

Brand relationship

• The Brand Relationship– The emotional relationship between a customer and a product– The core essence of the brand– Built on a culmination of messages experiences

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CREATING VALUE FOR THE SALES FORCE //

Marketing Channels

• The Marketing Channels– All communication channels as part of a marketing toolkit

– Advertising– Web– Trade Shows– Public Relations– Marketing Collateral

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CREATING VALUE FOR THE SALES FORCE //

Sales Tools

• Sales Tools– Creating unique customer experiences– Direct Mail– Product Demos– Product Comparisons– Customized Presentations

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CREATING VALUE FOR THE SALES FORCE //

Sales Tools

Brand relationship

Marketing Channels

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CREATING VALUE FOR THE SALES FORCE // ELEMENTS OF CONSIDERATION

• The Market Context– Personal Relationship – Relationship driven industry. – Brand positioning (competitors)– Effectively communicating

PERSONAL RELATIONSHIP- RELATIONSHIP DRIVEN INDUSTRY // CUSTOMER LIFE CYCLE

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Dassault: Technology driven positioning Strong efficiency messages Perceived as leading edge Aviation mature approach

Cessna: Dependable positioning Strong customer support messages Perceived as America Aviation mature approach

BRAND POSITIONING // COMPETITORS

Gulfstream: Status positioning Product attribute messages Perceived as the benchmark Aviation mature approach

BRAND POSITIONING // COMPETITORS

Embraer: Mixed positioning Mixed product messages Leveraging design appeal Perceived as a new player

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Marketing ChannelsSales Tools

Brand relationship

EFFECTIVE COMMUNICATIONS // FUSION OF THE 3 KEY ELEMENTS

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CREATING VALUE FOR THE SALES FORCE

Interactive Case Study // Business Aircraft Example

CONTACT ME FOR MORE//

DENZIL D'SA  

PHONE: 514-518-8709

WEB: www.denzildsa.com  

EMAIL: denzil.dsa@gmail.com  

LINKEDIN: ca.linkedin.com/in/denzildsa  

TWITTER: @reekooh