Team MembersAdetayo Oluwafemi Alowosile Olanrewaju Colin Rose Nithin Franklin

Presents Digital MarketingStrategy for

1. Company Profile

2. External and Internal Environment

3. What are the competitors doing ?

4. Strategic Marketing Recommendation

5. Digital Marketing Recommendation

6. Review

Presentation Outline

Innovative elevator and escalator solutions. Maintenance and modernization services. • Net sales of EUR 7.3 billion last year. • 47,000 employees in close to 60 countries.• In the Great Britain ………

Company Profile

External Environmentof

Disable accessibility

Skyscrapers tends

Conservatives manifesto

Industry is Deregulated

Political & Legal Factors

Disable accessibility

Skyscrapers tends

Conservatives manifesto

Industry is Deregulated.

Political & Legal Factors

Opportunity for KONE

Disable accessibility

Skyscrapers tends

Conservatives manifesto

Industry is Deregulated

Political & Legal Factors

Opportunity for KONE

Disable accessibility

Skyscrapers tends

Conservatives manifesto

Industry is Deregulated

Political & Legal Factors

Economical Factors

Fasting growing country in the G7

Expected to grow by 2.5%

Under threat due to Eurozone

Foreign/private investment

(£15 billion pounds of new building projects)

Economical Factors

Fasting growing country in the G7

Expected to grow by 2.5%

Under threat due to Eurozone

Foreign/private investment

(£15 billion pounds of new building projects)

Economical Factors

Fasting growing country in the G7

Expected to grow by 2.5%

Under threat due to Eurozone

Foreign/private investment

(£15 billion pounds of new building projects)

Economical Factors

Fasting growing country in the G7

Expected to grow by 2.5%

Under threat due to Eurozone

Foreign/private investment (£15 billion pounds of new building projects)

Eco-conscious (As a result more solar panels)

British government to cut off 20% of green house gas emissions.

Environmental & Social Factors

Environmental & Social Factors

Eco-conscious

(As a result more solar panels)

British government to cut off 20% of green house gas emissions.

Technological FactorsConsumers are seeking

more efficient products.

Building developments are getting taller

Demand for Greener technology as well.

Consumers are seeking more efficient products.

Building developments are getting taller

Demand for Greener technology as well.

Technological Factors

Consumers are seeking more efficient products.

Building developments are getting taller

Demand for Greener technology

Technological Factors

Who are the competitors ?And what are they doing ?

What about the rivals ?

• World's leading in …..• “Otis Elevator Company” You Tube Channel• Strong social media presence

Otis

• Founded in Switzerland • Leading global provider of

……..• Has a strong presence in

Asia • Schindler has its own

YouTube channel.• Strong social media

presence

Schindler

• One of the largest steel producers in the world • ThyssenKrupp also has a YouTube channel• They make full use of Digital Marketing

ThyssenKrupp

Internal Analysisof

Strategic Marketing Choice

Market Penetrati

on

High quality service at a lower cost(Hybrid Marketing strategy)

Premium prices lower volumes

(Differentiation Marketing strategy)

Target high profile clients

(Focus Differentiation Marketing strategy)

Strategic Marketing Choices

Strategic Marketing Choices High quality service at a lower cost

(Hybrid Marketing strategy)

Premium prices lower volumes (Differentiation Marketing strategy)

Target high profile clients

(Focus Differentiation Marketing strategy)

Strategic Marketing Choices High quality service at a lower cost

(Hybrid Marketing strategy)

Premium prices lower volumes

(Differentiation Marketing strategy)

Target high profile clients (Focus Differentiation Marketing strategy)

Digital Marketing Recommendations

Live customer service(Live Chat) • Research from Google

Analytics ……• Engage with the user

through live chat• KONE sales team’s

opportunity • Real time communication• Casual medium of

communication

Research on Live Chat

42% of customers prefer……(from 2013 U.S. Wireless Customer Care Full-Service Performance Study)

63% of customers were more likely…….(From the Emarketer.com survey)

How expensive is it ?

$480 per license per year.

That’s £313 for each sales representative per year.

Competitive edgefor

Forms • Multiple ways for

to communicate • Estimate the cost • Collect customer’s

information• Its a two way

communication• Not expensive

• Have QR code all over KONE products.

• The QR code will be linked to KONE website.

• Tracking the traffic

The use of QR code

• Engage service users

• Possible upgrade

• Engage with current and potential customers

• Build brand awareness/interaction

• Improve service by noticing trends

• Understand service users

Forums

• Wide online exposure

• Increase ranking on Google search results

• Cut costs on paid Google advertising.

VIRTUAL REALITY (VR)

• Giving a virtual tour of KONE products to consumers(businesses)

• Test, training and simulation environments

• Super teleconference• Competitive edge with

rivals

RESEARCH FINDINGS

• AR/VR could hit $150 billion revenue by 2020

• Facebook's & Samsung’s VR Headset between $200 - $400

• Sony's VR headset cost between £200 - £300

Been used in• Virtual Reality in Healthcare

• Virtual Reality in Telecommunications

• Virtual Reality in Engineering

To Conclude

Hybrid/ Differentiation /

Focus Differentiation

Market Penetration

Strategic Marketing Choice ? Digital Marketing

Virtual Reality

Forums

Forms

Live Chat

More YouTube Engagement

QR Codes

The EndAny Questions