Post on 09-Jan-2016
description
Aurélie Correia Joaquim Teixeira Laura Aho Marcela Simões Valeria Serbina
Alina Sprengele Greta Levickyte Guillaume Tlalka Mihaela Popescu Thomas Tibbaut
TEAM 5
Leading the way in worldwide security
JOENSUU, 2013
Eila Maatta
José Luís Martins
Vitor Ferreira
Introduction
Abloy Oy is the global leader in door opening solutions, dedicating
to satisfying end-user needs for security, safety convenience ASSA
ABLOY is the master brand and ABLOY is the power brand.
http://www.youtube.com/watch?v=aYlUQZFying
CASE A
ABLOY’s Marketing StrategyABLOY’s Marketing Strategy
How Abloy takes care of the satisfaction of ageing customers?
How could social media be utilized:
- in gathering customer expectations?
- in marketing to the ageing people?
SOSTAC strategy framework
SITUATION ANALYSIS
“Global brand that offers peace of mind by providing unique,
innovative and complete locking solutions”
(Abloy’s brand mission)
One of the Abloy’s major focus are the customers needs.
In order to collect relevant information about them, the company appeals to
their retailers and partners who do personal selling and collect the information
needed. It is known as B2B marketing – Business to Business marketing.
Mobile Showroom
Mobile Showroom that brings products and solutions right to the
customer’s doorsteps.
OBJECTIVES
Understand:
How Abloy takes care of satisfaction of ageing satisfaction of ageing costumers
How can social media social media be used to gather customer’s
expectations and do marketing to the ageing people
WhyWhy direct marketing?
Advantages:
Changes in society have made consumers more receptive to direct-marketing
Allows marketers to be very selective and target specific segments of
customers
Messages can be customized
Effectiveness easier to measure
STRATEGY
Indirect marketing options: Indirect marketing options:
Innovative, attractive and updated newsletter referring to their
products and sales promotions
Create a group/profile/page in social networks, to publish the
company, their products and potential important events etc.
TACTICS
Direct marketing options:Direct marketing options:
Advertising on business-to-consumer
Outdoors publicity
Interactive / Internet marketing such as web-shop
TACTICS
ACTIONS/CONTROL
Indirect marketing options:
Newsletter
Facebook page
Direct marketing options:
Advertising on business-to-consumer
Outdoors publicity
Web-shop
CONCLUSION
ElderlyElderly people are increasingly using more new technologiesnew technologies such as
social networks.
The majority of them offer possibilities to the communication communication between
the company and its customers.
As a large target group, seniors are looking for easy-to-use products
and solutions that bring safety and security in their lives and maybe
give them chance to live in their homes longer.
ABLOY´s products
The key “ABLOY CONTROL+” (4 in 1)
Door automaticsDoor closers
Fire door closing systems
Door handles and door pulls
Mul-T-Lock
An example of a successful company who use the social media to
publicize its products.
It is a company that is fully owned by ASSA ABLOY.
It is a worldwide leader in developing, manufacturing and marketing
High Security products for institutional, commercial, industrial,
residential and automotive applications.
CASE B
ABLOY’s plan for tacit knowledge transferABLOY’s plan for tacit knowledge transfer
How to retain the tacit knowledge of ageing employees?
Current situation :
- listing of employees and their skills
Our project :
- improve the transfer between youngers and elders
Problem
Tacit knowledge is a more value for a company
Loss of tacit knowledge with retirement
Need for exchange between young and ageing workers
- How to transfer ?
Community of practice
Implementation of the community
Step 1 : enquire -> identifying
Step 2 : design -> defining
Step 3 : prototype -> piloting
Step 4 : launch -> expanding
Step 5 : grow -> engaging
Step 6 : sustain -> cultivating
Complete plan
ABLOY Osaamisen verkkoympäristö
Storing OnlineConcrete/physical
meeting
Relations
Incentives and motivation tools
Communication plan
Storing
Return of experience (ROE)
Tree of causes
Online
Why analysis
Concrete/physical meetings
Problem analysis
Lessons
Mentoring
Weekly/monthly meetings based on ROE
Relations
Mentoring : improving the relations
Favoring the exchange in informal communication channels
Incentives
Recognition system
Specific compensation plan
- belongs to the company
Improving the sense of belonging
Communication
Effective communication plan
Combination of several tools adapted to ABLOY’s situation
Feasibility depending on different factors
Thank you for your attention !