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Aurélie Correia Joaquim Teixeira Laura Aho Marcela Simões Valeria Serbina

Aurélie Correia Joaquim Teixeira Laura Aho Marcela Simões Valeria Serbina. Leading the way in worldwide security. TEAM 5. Alina Sprengele Greta Levickyte Guillaume Tlalka Mihaela Popescu Thomas Tibbaut. Eila Maatta José Luís Martins Vitor Ferreira. JOENSUU, 2013. Introduction.

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Aurélie Correia Joaquim Teixeira Laura Aho Marcela Simões Valeria Serbina

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  1. Aurélie Correia • Joaquim Teixeira • Laura Aho • Marcela Simões • Valeria Serbina Leading the way in worldwide security TEAM 5 • Alina Sprengele • Greta Levickyte • Guillaume Tlalka • Mihaela Popescu • Thomas Tibbaut Eila Maatta José Luís Martins Vitor Ferreira JOENSUU, 2013

  2. Introduction AbloyOy 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

  3. CASE A ABLOY’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?

  4. SOSTAC strategy framework

  5. SITUATION ANALYSIS “Global brand that offers peace of mind by providing unique, innovative and complete locking solutions” (Abloy’sbrand 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.

  6. Mobile Showroom Mobile Showroom that brings products and solutions right to the customer’s doorsteps.

  7. OBJECTIVES Understand: • How Abloy takes care of satisfaction of ageing costumers • How can social media be used to gather customer’s expectations and do marketing to the ageing people

  8. STRATEGY Why 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

  9. TACTICS 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.

  10. TACTICS Direct marketing options: • Advertising on business-to-consumer • Outdoorspublicity • Interactive / Internet marketing such as web-shop

  11. ACTIONS/CONTROL Indirect marketing options: • Newsletter • Facebook page Direct marketing options: • Advertising on business-to-consumer • Outdoors publicity • Web-shop

  12. CONCLUSION • Elderly people are increasingly using more new technologies such as social networks. • The majority of them offer possibilities to the 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.

  13. ABLOY´s products • The key “ABLOY CONTROL+” (4 in 1) • Door automatics • Door closers • Fire door closing systems • Door handles and door pulls

  14. 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.

  15. CASE B ABLOY’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

  16. 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 ?

  17. Community of practice

  18. 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

  19. Complete plan

  20. Storing • Return of experience (ROE) • Tree of causes

  21. Online • Forum, online discussion • Advantages : - knowledge transfer - loyalty of employees - motivation • Disadvantages: - permanent control - management of access authorizations • Access for ancient workers in retirement

  22. Why analysis

  23. Concrete/physical meetings • Problem analysis • Lessons • Mentoring • Weekly/monthly meetings based on ROE

  24. Relations • Mentoring : improving the relations • Favoring the exchange in informal communication channels

  25. Incentives • Recognition system • Specific compensation plan • - belongs to the company • Improving the sense of belonging

  26. Communication • Effective communication plan • Combination of several tools adapted to ABLOY’s situation • Feasibility depending on different factors

  27. Thank you for your attention !

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