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Volvo Cars_Brand Maker_User Conference2014

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Volvo Cars_Brand Maker_User Conference2014

  1. 1. Presentation at BrandMaker Conference in Cologne May 15 Anna Vilhelmsson and Elena Borrego VOLVO CARSAGEN 1. Presentation of the company 2. Introduction to the Volvo Cars Content Store 3. Case study: the Dealer Module case 4. Experiences and challenges 5. Questions ”Cars are driven by people. The guiding principle beh ind everything we make at Volvo, therefore is – and must remain – safety.” Assar Gabrielsson & Gustaf Larson, the founders of Volvo Designed around yousince
  2. 2. Designed around Everything we do starts with people. It´s what makes us different from other car companies, and it´s at the heart of everything we create. That´s why Volvo cars are designed around you Our vision is to be the world’s most progressive and desired premium car brand OurOur Our global success will be driven by making life le ss complicated for people, while strengthening our commitment to safety, quality and the environment.
  3. 3. NEW DESIGN Concept XC Coupé Concept Estate Concept Coupé
  4. 4. AGEN 1. Presentation of the company 2. Introduction to the Volvo Cars Content Store 3. Case study: the Dealer Module case 4. Experiences and challenges 5. Questions 10 An introduction to Volvo Cars Content Plan, adapt and roll out global marketing campaigns easily
  5. 5. VOLVO CARS Content Store – BRANDMAKER MODULES • Media pool: up and running since June 2013 • Smart access: up and running since June 2013 • Job manager: up and running since June 2013 • Review manager: not yet implemented • Marketing Planner: not yet implemented • The Shop: market by market roll-out started Aug 2013 • Web-to-print: market by market roll-out started Aug 2013 • Web-to-web: market by market roll-out started Aug 2013
  6. 6. • Brand management portal: project started May 2014
  7. 7. Date Created:13
  8. 8. Volvo cars content store - ONE GLOBAL ASSET BANK
  9. 9. VOLVOCARS Content Store - value contribution • One platform supporting Content Distribution within all areas ( Marketing, Customer Service, PR ) • One Stop Shop for dealer material • Produce centrally – adapt locally • Marketing Planning - align global planning towards NSCs • Brand Portal - improving ways of directing the users and to distribute campaigns & brand content in a smarter way High level process @ Content Store Towards a real MRM System supporting all Marketing activities
  10. 10. AGEN 1. Presentation of the company 2. Introduction to the Volvo Cars Content Store 3. Case study: the Dealer Module case 4. Experiences and challenges 5. Questions publisWeb=THE Dealer The Dealer module will be the one-stop-shop for marketing material, where NSC’s and dealers easily can adapt global produced PRINT and DIGITAL templates.
  11. 11. CURRENT/PREVIOUS Process FOR Dealer Tactical ADS Same effort is duplicated - opportunity to make these efforts more efficient globally Lack of securing the Brand Guidelines
  12. 12. Tomorrow Global Template Process (High level) Global Toolkits deliver In design material to W2P/HTML Design Manager creates dynamic template: Securing global brand consistency Best Practice expands the NSC/dealer marketing assets options on a world base NSC Local templates with determined needs (To define cost model or local set up) 1 2 3 4 5
  13. 13. A sample of the pilot markets tactical ads showed potential efficiencies on the template layouts and opportunities on securing Brand consistency and producing efficiencies ONE Template for Multiple Variants – Model EXAMPLES OF DEALER TACTICAL Italy Australia UK
  14. 14. AGENDA 1. Presentation of the company 2. Introduction to the Volvo Cars Content Store 3. Case study: the Dealer Module case 4. Experiences and challenges 5. Questions
  15. 15. Experiences and CHALLENGES; DEALER MODULE • Warm welcome to the Dealer module in the markets • High acceptance towards the Best practises approach • VDB’s set-up is complex in the system • Due to the complex set-up we put risks on future system upgrades • Standard vs. Local configurations has to be managed market by market Experiences and CHALLENGES; GENERAL
  16. 16. • The platform has a real MRM approach and will help us to be more efficient • Clarify your needs before investing; take one step at the time • Release management and quality assurance on upgrades • A truly global platform needs to support all languages • Missing a dialogue before voting on product development cycles
  17. 17. AGENDA 1. Presentation of the company 2. Introduction to the Volvo Cars Content Store 3. Case study: the Dealer Module case 4. Experiences and challenges 5. Questions
  18. 18. QUESTIONS?
  19. 19. Contact information Alex Bedlington Volvo Cars, Vice President of Marketing, Sales and Customer Services alex.bedlington@volvocars.com 1-800-663-8255 Elena Borrego Volvo Cars Marketing Communications Manager Content Distribution elena.borrego@volvocars.com 1-800-663-8256

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