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“Responsibility combined with a strong identity and appealing brands will be an increasingly central requirement in every business line”
Recap of Kesko StrategyProcess
“Kesko will have to continue its responsibility work and strengthen its corporate identity and core brands”
2
2.5
2.0
1.5
1.0
0.5
0.0
Start 2007 2008 2009 2010 2011 2012 2013 2014 2015
BV/EV > 30%Top 10 BV/EVAAA BrandsAAA Brands (US Only)S&P 500
Long Term Value Growth of Highly Branded Companies and the S&P Average
3
%
Change the content marketing
• Shift focus from the tactical price&productcommunication to the long term strategicmarketing to grow the preference and the market share
• Increase the share of targeted marketing based on customer data
• Renewal started with K-Markets in 5/2016
• More extensive renewal of the grocery trademarketing is being set up
New K brand and identity for consumers
• Beginning with K-market/SLK conversion 5/2016
• Plussa renewal 10/2016
• Other grocery trade chains 2017
• K-rauta Q1/2017
• Cross marketing possibilities being investigated with the car trade
Measurement and efficiency
• Measurement of the marketing efficiency (ROMI)
Target Is to Unify All K-chains Brand Core and Marketing Communication
5
Strategic Spearhead Projects of K-Group Marketing
Strategic objective Target level
Fundamental renewal of the grocery trademarketing
+1.0% growth of the market share by increasing the preference by+2.8%
K-rauta – brand and identity renewal Preference growth of +2-4% depending on the present situation of different markets.
VW brand preference comeback Return of Volkswagen to #1 in the brand preference and level of >30
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K-brand Value in EurosValue according to Brand Finance was €886m in 3/2016
Growth from previous year 42%
The fourth most valuable brand in Finland after Nokia, Kone and IF
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Promise:
FOR SHOPPING TO BE FUN
Value driven processes:CUSTOMER AND QUALITY IN
EVERYTHING WE DO
Objective 2019:
THE MASTER OF INSPIRATIONAL CUSTOMER EXPERIENCE
K makes everyday life easier and inspires customers to reach the dreams. We predict customers’ needs and serve the customer exclusively throughout life. We make our
best to make shopping fun.
Goals:
Growth of market share through the brand preference
One KINSPIRATION RESPONSIBLEPERSONAL
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Three Ways to Improve ROMI
10
Metrics• Based on strategic objectives
ROMI• How to improve sales with the same
marketing investment
Campaign analytics• What is the desired impact• Which products & personal offers lead
to the best result
1
2
3
Execute campaign
Learn from the past
performance
Optimise future plans
Starting Point is Different for Each Chain
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Source: K-Digital Short-term impact of marketing
20
Percent of sales volume explained by source (%) 100
80
60
21
85
15
88
12
89
11
90
10
92
8
94
6
0 Base sales
Incremental sales due to marketing
36
64
60
4061
39
63
37
68
32
69
3140
30
71
29
74
26
78
22
7970
There Is Room for Improvment in the Current Marketing Investment
13
6%19%
22%
33%9%
16%
8%
3%
19%
4%20%
20%16%
6%
Total Invested Value Contributed
Thursday Leaflet Offer
Wednesday Leaflet Offer
Monday Leaflet Offer
Postinen
Newspaper
TV
Adform Display
Marketing activities investment vs. value contribution
Source: K-Digital