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Cl final casemonsters
1. 3M Fast & Innovative: increasing 3M brand awareness and growth rate in C&M (electrical) market Changellenge >> Cup Russia 2011 CaseMonsters Moscow, April 2011
9. Sales increase in each sales segment might be achieved through mix of different marketing channels Goal Strategy Marketing efforts & initiatives Sales increase impact B2B B2B Sales increase through effective marketing investments in three areas to reach growth rate of 50% for 2 years, then 25% in at least 3 following years C&M Segment Strategy Government Government Retail Retail
13. There are certain group of marketing campaigns based on sales segment and personalization priority B2B
14. There are certain group of marketing campaigns based on sales segment and personalization priority B2B Government
15. There are certain group of marketing campaigns based on sales segment and personalization priority B2B Government Retail
16. What do we need to do for client/customer to decide to buy? LifeTime CLIENT Buy to 3M brand Loyalto 3M brand Trust 3M brand Aware about 3M brand Total population of Russian Federation 142 mln. people For maximizing client base 3M have to increase each of the 4 transitive categories
17. Metrics are differently influenced by each type of marketing campaign. It leads to many options of segment strategy Government Medium Low None Sufficiently high Absolute Initiatives & Marketing campaigns for each Segment Non-personalized B2B forums, exhibitions, magazines Personalized B2B professional seminar, exchange programs, communities B2B Government Joint (innovation) government programs Charity programs Promotion through experts Education & Internet Co-branding with Client Joint mass media campaigns with TV, Journals Traditional marketing (advertising) Retail
18. Metrics are differently influenced by each type of marketing campaign. It leads to many options of segment strategy Government How it will increase metrics? Medium Low None Sufficiently high Absolute Brand awareness Initiatives & Marketing campaigns for each Segment Non-personalized B2B forums, exhibitions, magazines Personalized B2B professional seminar, exchange programs, communities B2B Government Joint (innovation) government programs Charity programs Promotion through experts Education & Internet Co-branding with Client Joint mass media campaigns with TV, Journals Traditional marketing (advertising) Retail
19. Metrics are differently influenced by each type of marketing campaign. It leads to many options of segment strategy Government How it will increase metrics? Medium Low None Sufficiently high Absolute Brand trust Brand awareness Initiatives & Marketing campaigns for each Segment Non-personalized B2B forums, exhibitions, magazines Personalized B2B professional seminar, exchange programs, communities B2B Government Joint (innovation) government programs Charity programs Promotion through experts Education & Internet Co-branding with Client Joint mass media campaigns with TV, Journals Traditional marketing (advertising) Retail
20. Metrics are differently influenced by each type of marketing campaign. It leads to many options of segment strategy Government How it will increase metrics? Medium Low None Sufficiently high Absolute Brand trust Brand awareness Sales increase Initiatives & Marketing campaigns for each Segment Non-personalized B2B forums, exhibitions, magazines Personalized B2B professional seminar, exchange programs, communities B2B Government Joint (innovation) government programs Charity programs Promotion through experts Education & Internet Co-branding with Client Joint mass media campaigns with TV, Journals Traditional marketing (advertising) Retail
21. Metrics are differently influenced by each type of marketing campaign. It leads to many options of segment strategy Government How it will increase metrics? Medium Low None Sufficiently high Absolute Brand trust Brand awareness Brand loyalty Sales increase Initiatives & Marketing campaigns for each Segment Non-personalized B2B forums, exhibitions, magazines Personalized B2B professional seminar, exchange programs, communities B2B Government Joint (innovation) government programs Charity programs Promotion through experts Education & Internet Co-branding with Client Joint mass media campaigns with TV, Journals Traditional marketing (advertising) Retail
28. Put in charge of seminars most experienced peopleBattery Material Battery Material Storage Interconnects Personalized B2B professional seminar, exchange programs, communities 15% Packaging Accessories Touchscreens
61. Segment strategy project phases and milestones include 2 main parts 2nd Phase 1st Phase Phases: Implication: 3M CaseMonsters 3M
62. Programme & Change Management Segment strategy Rollout plan To be agreed û 2011 2012 2013 2014 2015 B2B Non-personalized B2B forums, exhibitions, magazines Prepare supporting materials To make a plan of attending Relationship management Attend exhibitions Attend exhibitions Articles in magazines Personalized B2B professional seminar, exchange programs, communities Relationship management To make a plan of attending To train 3M mentors Client support 3M management lections for particular Industries representatives Government Innovation government programs Co-working with Gov to archive national goals Charity programs Children’s playground construction Provide office materials to schools Support of orphanage by money and materials Excursion to 3M plant for children Retail Promotion through experts Materials & tools preparation Promo- activities Adjust new promo - materials Trainings Expert’s support Internet promotion Apps preparation Education and Internet Case challenge Launch innovative web-site Co-branding with Client 3M mentioned in clients’ advertising Joint promo-campaigns Branch offices refurbishment (industrial Co-branding with Client) 3M on clients’ products Joint mass media campaigns with TV, Magazines 3M – sponsor various constructing TV programs Mass media campaigns Traditional marketing (advertising) Broadcasting 3M advertise on TV Preparation of advertising video Local marketing research Steering Committee Work Shops
65. Fresh consultant approach to 3M leading business will help it to grow its Construction & Maintenance segment at leading growth rate Goal To build up segment strategy in Construction & Maintenance to reach annual growth rate of 50% for 2 years, then 25% in at least 3 following years through increased brand awareness and sales with limited budget and human resources and estimated risk Core idea, consultant approach To develop segment strategy for C&M we start with: Framework to divide strategy into interconnected processes, then Analyze current approach of 3M in each process, Identify areas for improvements Group new approaches into main initiatives Mitigate risks Build Rollout plan Calculate financial returns&investments Agenda Framework AS IS TO BE Initiatives Risk management Rollout plan Financial returns & investments
75. Client service is very dependent on individuals (Natalia Shmagina is the person responsible for entire C&M product line service)Pricing Price positioning is one side. Most of the products relate to the high price category goods only. Basic Leading Emerging TO BE MODIFIED TO BE COMPLETED IN THE FINAL TOUR
76. “TO BE” model will indicate particular steps to improve processes, which then will be summarized in high level initiatives Target approach for 3M Initiative Benefit Risk Investment Promotion and brands Geo-location EXAMPLE TO BE COMPLETED IN THE FINAL TOUR Products their roles Clients & distributors relations Clients service Pricing
77. The main priority in C&M strategy is B2B client segment, however other clients segment represent certain roles, benefits and effort required Government B2B Retail Increase brand awareness Core (high sales, high growth) Role Profit generator Target sales channel Relationships with political leaders Official tenders, business forums Distributors, ABC South (SOCHI), Central (Moscow) Central, North-West, Siberia Central, North-West, Siberia, Ural Target Geo region Pre-Sale stage Health care Visual communication Industrial & transport goods Entry product line Make profit product line Electrics (C&M) Consumer & office goods Security and protection Increase brand awareness product line – Electrics (C&M) Visual communication Competition Potential profit Foreseeable Investments 1 2 3 Priority Medium Low None Sufficiently high Absolute
78. 3M should focus on Central Region, Volga and South Region as they have high potential demand for 3M products in particular segments Population by Region Region: Central; Target segment: Retail; Feature: Huge number of headquarters and offices one of the most attractive regions for investmentsand the highest index of Industrial production in Russia Europe Asia Saint-Petersburg Moscow Nizhny Novgorod Kazan Yekaterinburg Ufa Chelyabinsk Samara Region: Volga; Target segment: B2B; Feature: Highest Industrial index, large amount of plants and manufacturing companies Volgograd Rostov Omsk Novosibirsk Region: South; Target segment: Government; Feature: Preparation for Sochi 2014 Olympiad
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82. Programme & Change Management Segment strategy Rollout plan Customer Insight Commercial Transformation Branch offices refurbishment (pilot) Establish new branch concept Branch offices refurbishment (industrial stage) BP optimization Implement customer service compliance system Development of customer service personnel EXAMPLE TO BE COMPLETED IN THE FINAL TOUR Growing mentors human capital 50 Bring in external consultancy to align business processes Campaign Management 50 Establish process Marketing stage Campaign Management Steering Committee Work Shops
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84. Electronics, Electrical and Telecommunications Electronics Design & Manufacturing Electrical Supplies and Components 3M Network Communications Abrasives for Electronics Finishing Data Cabling (Enterprise Networks) Chemicals for Electronics Markets Solutions for FTTX Embedded Capacitance Material Solutions for Access Interconnect Solutions Tapes and Adhesives Touch screens Pipeline and Cable Locators Battery Material Flexible Circuits EMI/EMC Solutions Static Control Tape & Reel
