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Cuprins

Primul brand al unui sector de export romanesc dr. Costin Lianu Director General Ministerul Economiei si Comertului Coordonator strategii de branding sectorial. Cuprins. Platforma de mesaj Prime rezultate Ce urmeaza.

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Cuprins

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  1. Primul brand al unui sector de export romanesc dr. Costin Lianu Director General Ministerul Economiei si ComertuluiCoordonator strategii de branding sectorial

  2. Cuprins • Platforma de mesaj • Prime rezultate • Ce urmeaza

  3. 1. Platforma de mesaj centrata pe resurse umane si marketingul localizarii Technical Talents • Investment Targets: • Offshore Product Development • Nearshore • Outsourced R&D • Multilingual Contact • Center • Complex BPO • Ideal Partners: • Multinationals • Small-medium firms • Venture investors Combinatie de aptitudini Basic Science Languages Domestic Market Business Environment Location Proven success by top investors & high FDI

  4. Traditie in excellenta tehnica • → Top 3 in the IEEE International Design Competition since 2001 • → Top 10 in the Association for Computing Machinery (ACM) Intercollegiate Programming Contest in 8 of the 10 past years (ACM) • → More Informatics Olympiad medals than any country but China and the USSR • → More Math Olympiads than any country but China, the USSR and the USA CIFA-1, the first computer in the communist bloc (1957) • → The “Most Certified Nation” in Europe (and #3 worldwide after the US and India) according to Brainbench Employment Testing • → Romanian companies captured 2nd and 3rd place prizes at the Eureka Innovation awards in each of the past two years • → Strong mechanical and other engineering science capacities near IT Polytechnics • → The only two non-American of the top ten antivirus programs are from Romania “It is an internationally acknowledged fact that Romanian educational system distinguishes itself through quality.” Steve Ballmer, CEO, Microsoft (2003)

  5. Argumente privind densitatea mare de specialisti • Technical Education • 5 Elite Polytechnics • 59 Universities • 174 Private Colleges Highest density of IT grads and Top 10 in volume overall 300 250 200 IT Graduates Per Million 150 100 Source: UNESCO, RUSSOFT, BASSCOM, Romanian NIS, US NCES, Carmel (2003) 50 0 India China Ukraine Russia Vietnam Romania Hungary Indonesia Bangladesh United States Czech Republic “The decision to open the center in Romania followed analysis of 15 offshore locations. Among the deciding factors was cultural affinity to Western European clients, the capacity of the skilled employee base which is still relatively untapped, and the quality and diversity of language skills.”  -Director Strategic Planning, Global Operations, Top 10 IT Company

  6. Larga raspandire a talentelor si clusterelor in formare in profil regional, in jurul centrelor universitare Iasi Cluj Principle City Total Students Next Generation City Total Students Iasi Technical Majors Arad Other Engineering Arad Sibiu Econ & Law Targu- Mures Brasov Sibiu Timisoara Timisoara Brasov Constanta Bucuresti Ploesti Constanta Bucharest Numbers indicate undergraduate enrollment in public institutions. Source: Romanian National Statistics Institute, 2004

  7. Accesibilitatea • → Over 30 international directs from Bucharest • → International flights to other regional centers • → Less than two hours from most European capitals • → No visas required for EU and US citizens in Romania • → No short-term visas for Romanian citizens in EU • → Six regional technology clusters providecapacity, room to grow, and access to skills • → Intersection of three major markets: EU, CIS and Middle East

  8. Branduri mari pe piata (I)

  9. Branduri mari pe piata (II) *Includes companies with primary development locations in Romania. Multinationals like Ness, GenPact and Wipro are excluded.

  10. 2.Prime rezultate • Lansare pe piata europeana la CeBit Hanovra si campanie publicitara ; • Articole in presa cu preluari din platforma mesaj (France Press; Times,The Economist,Deutche Welle,etc.) • Intarire mesajului pe piata de catre firme; • Incredere in logo si chiar folosirea lui de catre firme mari de pe piata (SIVECO);

  11. Concluzia generala a firmelor la CeBit: avem un brand viabil si necesar, pe care il sustinem • Apreciat ca brand foarte bun sau bun de marea majoritate a firmelor dar trebuie promovat activ si continuu atat in exterior cat si in interior (IT Six, Romsoft, Arobs Transilvania, Infotouch,Siveco, etc); • Aceasta intiativa era necesara si binevenita (IQuest); • Brandul nu este inca bine cunoscut clientilor si trebuie promovat (S&T Software); • Il vom folosi in materialele promotioanle ale firmei (Wittmann); • Brandul nu trebuie schimbat in fiecare an (Artsoft Consult); • Brandul trebuie conectat mai mult de promovarea clusterelor in formare (Incubator IT Timisoara) • Nu cred in coloana infinitului ca simbol , o singura firma (Misoft)

  12. 3. Ce urmeaza • Lansare brand pe piata nord-americana, simpozion/targ Gartner, San Francisco, 20-25 aprilie 2007; • Lansare brand in Orientul Mijlociu (Dubai), targul GITEX octombrie 2007; • Manifestari in tara prin asociatiile de ramura; • Alte forme de marketing extern (targuri, articole, interviuri); • Initiative la nivel de asociatii si de firme.

  13. Un brand bine construit si lansat:

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