Russia Product Marketing Intro

Product Marketing Improvement & Monitoring Project Introduction Clara Llamas TME Category Manager Real Estate, Vehicles, General Merchandise Moscow 19th January 2008

Contents • What is really Product Marketing Management? Where are we now in Pronto? • What do we want to achieve? What’s the expected outcome? • How are we going to achieve it? • When is this exercise due? • How do we evaluate performance?

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What’s Product Marketing… really? • Product Marketing is a key business function of the Category and, as such, it must include: – Content growth and quality plans and targets • This includes how we use all available resources: satellite offices, regional business units, websites, direct sales, call centre…

– Roles in ensuring that the sales do their job and have everything they need to sell the product better and better • Product information, argumentations, state of the art materials for clients, clear understanding of our product strategy and positioning, sneak previews of what’s coming… – This is applicable to all the sales channels: sales reps, telesales, webchannel sales

– Accountability for the healthy growth of the products’ revenues and brand presence in the market Private have & Confidential • Product MarketingTME must a leadership role across all

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Where are we now in Pronto? • We have put on the market 2 vertical products of great brand and revenue potential – We need to build them into key players in the online classifieds real estate and vehicle segments – We have appropriate functionality for the market level, but we have serious challenges in content quality and user quality

• Thanks Clara, we know that, that’s what we’re doing already! – Sure, but we’re going to do it a bit differently and we’re going to monitor it with a more specific focus on some performance indicators which are critical for us – To this effect, your performance control will be around specific objectives with specific targets. This is a new Private & Confidential it’s design and process I will guideTME you through

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What do we want to achieve? • We want to set up a key performance indicator model to the Product Marketing team based on targeted and specific goals • This model will allow us to work smarter and better and make optimal use of our resources to market great products • We will implement a follow up and monitoring model so this is easy to evaluate by your managers and also to react faster to needs • Now let’s focus on a key and very real fact about our business – Great products in our business have one key prerequisite, and that is GREAT CONTENT – Even if we have the best website on earth, super UI, super SEO, great SEM budget, awesome PR, top class TME Private & Confidential

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A look at the current picture (with very limited data, but enough to get the point) Real Estate Domania

Gdeetotdom.ru

Orsn.rambler.ru

Reality.mail.ru

Functional proficiency

62%

38%

23%

35%

Ad volumes

9.200

139.500

60.000

99.000

Vehicles Automania

Auto.ru

Drom.ru

Autonews

48%

Auto.mail.r u 36%

Functional proficiency

62%

-

28%

Ad volumes

33.400

191.000

25.000

65.500

27.200

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How do we achieve our goals?

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Re-focus product marketing processes • Deeper analysis of data sets and incentives based on specific goals for each period • EXAMPLE: Content Quality Improvement Project – Ad volumes • Data items per ad (how many fields of data submitted) • Ratios of data items fulfilled vs custom fields available • Goals for content quality improvement based on items of information – Goals for each channel (Call Centre, Direct Sales, Website, Agencies, Offices…)

– Photos volumes and/or photos per ad ratios • Set growth goals in number of ads with photos vs current – Also target goals in photos per ad numbers, for example, in real estate – Set goals in photo quality and metrics to evaluate (qualitative, moderation, TME Private & Confidential 8 –

Possible actions to follow (EXAMPLES)

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What actions do you have going on now for content volume and quality development for Domania and Automania?

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Home work: list a course of action Actions in Satellite offices

Responsible

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Start

End

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Home work: list a course of action Actions online

Responsible

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Start

End

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Home work: list a course of action Actions in magazines

Responsible

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Start

End

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Home work: list a course of action Actions in the print edition of paper

Responsible

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Start

End

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Home work: list a course of action Actions with the direct sales reps

Responsible

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Start

End

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Home work: list a course of action Actions in the Call Centre

Responsible

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Start

End

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Home work: list a course of action Actions with Agencies

Responsible

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Start

End

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How do we evaluate performance? EXAMPLE Product Marketing Manager Targets 2009 Name Sergey Levchenko : 1. Increase ad volumes X% 2. 3.

Increase per ad picture ratios X%

Due date

Weight

Bonus max:

XXXXX RUR

End April 2009 End May 2009

40%

Success rate

30%

4. 5.

• Focus and accountability: setting and focusing your personal targets – Targets can be set for a period (3, 6, 12 months) – Weights are assigned by your direct manager based on targets for a period and will be evaluated at the end of the period – Your variable part of compensation will depend on your success rate for each assigned target for the period TME Private & Confidential

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