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