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Marketing scenario

CLOUD OF THINGS. Marketing scenario. Marketing people of the STORE CHAIN. Janne Paukku and Päivi Romppanen paivi.romppanen@tieto.com. Example: Heikki, 41 Marketing manager. CLOUD OF THINGS. User needs. Promote store’s environmental values to public

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Marketing scenario

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  1. CLOUD OF THINGS Marketing scenario Marketing people of the STORE CHAIN Janne Paukku and Päivi Romppanen paivi.romppanen@tieto.com

  2. Example: Heikki, 41 Marketing manager CLOUD OF THINGS CLOUD OF THINGS

  3. User needs • Promote store’s environmental values to public • Find out customer segments that are interested in environmental values • Find out what are those people buying almost daily • Find out of that: what would not create much GHG emissions • Have imago support from local environment agency • Find out how many customers are using public transport services when they do shopping. • How trains and busses are available to customers. • Co-operate with transport operator to give public transport support for customers CLOUD OF THINGS

  4. Marketing scenario User need The generated report contains amount of matching profiles, bought products, etc. Heikki finds out that many are buying red meat almost quite often. Emission report shows that red meat generates high GHG emissions. Heikki, 41, marketing manager Heikki has got work assignment to promote store’s environmental values to public. He wants to find out customer segments that are interested in environmental values He selects customers who want to reduce their GHG emissions, are 18 to 30 years old and whose education level mid to high. Heikki opens website and selects report view. User creates segmentation report from customers with selection criteria Heikki decides that he will focus campaign to bring low GHG options for meat. CLOUD OF THINGS

  5. User need Now Heikki has recognized the segment where he wants to focus on. Because there is summer and barbeque season is coming the options to red meat are vegetables. Heikki, 41, marketing manager Product level emission and traceability reports Heikki uses Emission reporting tool to find out vegetables that would not create much GHG emissions and in this way would suit to his needs. The report illustrates that there are few farms that can provide organic vegetables as much as needed for marketing campaign CLOUD OF THINGS

  6. User need Now Heikki wants imago support from local environment agency to the campaign Using reporting system as proof for origin and emission levels Auditors are pleased to see that emissions are calculated by using LCA methodology and values can be compared to other producers’ products. Heikki calls to the local environment agencyoffice and asks their opinion about product and if he can use them as supporter of the campaign. Heikki, 41, marketing manager Auditors approve that product is low GHG emission product and its origin can be proofed. They give permission to use their logo at marketing material. Heikki is now pleased and ready to go with his idea. People from the local environment agencycome to Heikki’s office. Heikki keeps presentation about products and campaign. He shows reports about emissions and origins of vegetables CLOUD OF THINGS

  7. User need Heikki is going to find out how many customers are using public transport services when they do shopping. Using public transport as transport for shopping Heikki, 41, marketing manager Most of the regular customers have created profile at reporting system. When adding profile user can select how often he is using public transport for shopping. Heikki also generates report from customers who do not buy gasoline or diesel or who are buying small amounts. With this information Heikki can now get rough estimation how many customers are using public transport. CLOUD OF THINGS

  8. User need He need to check how trains and busses are available. Using public transport as transport for shopping Heikki gets customers’ addresses from system (he gets only addresses as a mass, not at individual level). The integrated spatial intelligence system links addresses to map coordinates. Heikki calls at transport operator to discuss if some kind co-operation could be possible to make this transport option more attractive for end customers. The operator is willing to create marketing campaign together. After careful planning posters are glued at busses and Heikki’s chain of stores is giving discount against a bus ticket at checkout. Heikki, 41, marketing manager With the spatial optimization tool Heikki can see transportation options from different suburban of the city are. From the optimization result Heikki can see that from some suburban travelling time is more than an hour and only few lines are possible. In general most people could use public transport services quite easily. CLOUD OF THINGS

  9. Muutoshistoria • 0.06 2010-04-19 Päivi Romppanen From word document to power point. Changes to scenario details, user need more promenet, added 2 wireframes made by visio • 0.04ja 05, draft 2010-03-23 Päivi Romppanen General matters, other than scenarios • 0.03, draft 2010-03-10 Janne Paukku Further working with scenarios • 0.02, draft 2010-03-080/9 Päivi Romppanen- New template headlines, editing of the word template • 0.01, draft 2010-03-05 Janne Paukku Draft CLOUD OF THINGS

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