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20121104 cipr klavs valskov
20121104 cipr klavs valskov
20121104 cipr klavs valskov
20121104 cipr klavs valskov
20121104 cipr klavs valskov
20121104 cipr klavs valskov
20121104 cipr klavs valskov
20121104 cipr klavs valskov
20121104 cipr klavs valskov
20121104 cipr klavs valskov
20121104 cipr klavs valskov
20121104 cipr klavs valskov
20121104 cipr klavs valskov
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20121104 cipr klavs valskov

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  • 1. Internal culture DesiredVision Evaluation of Change Product Clear brand Building CommunicatingMission position programme definition understanding brand culture uniqueness market position External positioning
  • 2. THE DARKEST HOUR WHAT WE KNEW For the first time in history the organisation had gone though a  Successful changes share important characteristics – and many massive redundancy programme relate to communication 3,000+ colleagues had just left in first of many cuts  Change is run by leaders with a very visible involvement Everyone was still finding their feet  Engaging front line employees is the hardest part 7 global change projects launched  Balanced messages are crucial The end goal for streamLINE, the vision for Maersk Line was not  Mix of channels increase chances crystal clear of success The projects would be at different places at different times Employees in 125 countries would have access to different information at different stages
  • 3. 2008 2009 2010 2011 2012Change programme Projects starts delivering Record result Taking the strategy Delivering on marketlaunched externally promises Losing USD 10m Cost down, lessMassive headcount a day inefficiencies Influencing the market Positioned as marketreductions leader Targeted internal comms Massive celebration + new Innovative and groundFocus on creating line of vision breaking Launching next step…sight PR campaigns
  • 4. Sizeof budget Team size from 5 to 25 Sponsorship Advertising PR/Branding Social media Conferences Market comms Campaign sites Media Web External comms Customer comms Films Editorial CEO + line Measurement Intranet Bottom up Internal comms 2008 2009 2010 2011 2012
  • 5.  What if we could guarantee that cargo would The manifesto be on time, every time? What if placing a shipping order was as easy as buying an airline ticket? What if the shipping industry was known for beating environmental expectations – not struggling to meet them?THE INTEREST 5,000 2,000 70,000 12,000 300 Editorial articles Social media posts Hits on Votes in the 7 polls on the Comments in 50+ countries campaign site site in the forums
  • 6. 68 vessels operated as one string Daily departures Money-back guarantee Conveyer belt Floating warehouse98% 69% ConsolidationDaily Maersk and alliances by competition in AE trade Record-high industry average on schedule reliabilityaverage reliability to compete on reliability
  • 7. Internal culture DesiredVision Evaluation of Change Product Clear brand Building CommunicatingMission position programme definition understanding brand culture uniqueness market position External positioning

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