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Business storm   3m Business storm 3m Presentation Transcript

  • 3M: Model of Market Management Moscow, 2011
  • Our team Anna Nazarova Olga Pivovarova A yuna D anzanova Natalia Ulyanova
    • London School of Economics and Political Science (LSE)
    • The Financial University under the Government of the Russian Federation
    • Financial management, forth year
    • Participation in the joint research project of The Financial University and “Expert” journal - “The Russian gazelles”: Fast Growing Firms in Russia”
    • An individual grantee of The Bank of Moscow and Interprombank in 2009/2010
    • An awardee in the final Changellenge Cup Moscow 2010
    • The Bank of Moscow, summer internship for individual grantees of the Bank (July 2010)
    • The Financial University under the Government of the Russian Federation
    • Financial management, forth year
    • An awardee in the final Changellenge Cup Moscow 2010
    • Prizewinner of the Championship in solving business cases held by BNP Paribas (2010)
    • An individual grantee of Gazprombank (2010)
    • One-month internship as an assistant in Sberbank
    • Foreign languages: English, French
    • Training for International Certificate in Financial English (ICFE)
    • 2 publications
    • The Financial University under the Government of the Russian Federation
    • Financial management, forth year
    • An awardee in the final Changellenge Cup Moscow 2010
    • Prizewinner of the Championship in solving business cases held by BNP Paribas (2010)
    • One-month internship as an assistant in The Bank of Moscow
    • Driver license
    • Foreign languages: English (fluent)
    • Training for International Certificate in Financial English (ICFE)
    • 2 publications
    • The Financial University under the Government of the Russian Federation
    • Financial management, forth year
    • participant of the summer exchange program “Work and Travel USA”.
    • An awardee in the final Changellenge Cup Moscow 2010
    • Prizewinner of the Championship in solving business cases held by BNP Paribas (2010)
    • 1 publicasion
    • Foreign languages: English (fluent)
    • Training for International Certificate in Financial English (ICFE)
    • Computer skills: MS Office, Project Expert, Garant Base, Consutant Base
  • Contents:
    • Analysis of the current operational situation
    • Measures to boost 3M's sales
    • Financial model
    • Risks and mitigations
  • 3 M: Goals and Aims
    • Goal: To increase sales
    • Aim: To raise brand awareness
        • Obstacles:
        • difficult to choose from a large variety of technically sophisticated products;
        • no direct contact with the construction and installation companies
        • Small interaction with industrial companies
    Increase in Demand = Increase in Supply
  • Although not all end clients have the same share of sales there may be a unique TAILOR-MADE SOLUTION that will make the most out of each segment. END CLIENT How to use chart : Key: % Share of Sales High Medium Low – 16-50% – 0-15% – 51-100% Current operational situation PRIVATE HOUSING COMMERCIAL CONSTRUCTION INDUSTRIAL COMPANIES INDUSTRY INDIVIDUALS CONSRUCTION COMPANIES INDUSTRIAL COMPANIES Marketing – General marketing Direct contact Awareness Low High Low Distribution Retail (stores) Wholesale department Project manager
    • Measures
    Boosting the demand of INDIVIDUALS GROWTH Q&A Advertising Video tutorials
    • Understandable
    • explanation of
    • products’ usage
    • Watch-and-learn
    • Low costs (just the
    • translation of the
    • existing videos )
    Useful advice
    • Ask questions about
    • products
    • Consult over the
    • construction and repair
    • of private houses and
    • apartments
    • General promotion of 3M brand name
    • Creative commercial for product that
    • every household should have
    Practical overview Higher brand awareness + curiosity
  •  
    • Measures
    Boosting the demand of INDIVIDUALS GROWTH Q&A Advertising Video tutorials
    • Understandable
    • explanation of
    • products’ usage
    • Watch-and-learn
    • Low costs (just the
    • translation of the
    • existing videos
    Useful advice
    • Ask questions about
    • products
    • Consult over the
    • construction and repair
    • of private houses and
    • apartments
    • General promotion of 3M brand name
    • Creative commercial for product that
    • every household should have
    Practical overview Higher brand awareness + curiosity
  •  
  • Overview of the Real Estate market Office property supply , Moscow and St.Petersburg Out-of-town property supply, Moscow and St.Petersburg
  • Commercial construction approach Development process Approach:
    • Providing free of charge consulting services for design organizations in projecting electric networks for developing objects
    • Negotiating contracts with design organizations to use 3M’s electric products in building process
    3M Design organization Developer Providing free of charge consulting services Negotiating contract to use 3M’s electric products in building process Potential clients
    • ” OSTOZHENKA” ARCHITECTS
    • ARCHITECTURAL STUDIO “SERGEY KISELEV AND PARTNERS” ARCHITECTURAL STUDIO “SENAB PROJECT”
    • ARCHITECTURAL STUDIO “Aleksandr Asadov”
  • Repair of the obsolete fixed assets – a way to boost the demand of the INDUSTRIES 3М can contribute to the renovation of the buildings and installations Source: Federal State Statistic Service
  • Industrial companies in the Volga and Ural regions have the most obsolete fixed assets Source: Federal State Statistic Service
      • We offer a complex solution for each enterprise :
    Energy audit Technical solution Maintenance We establish long-term mutually beneficial relations with the government which will result in… Government orders Enhanced prestige of 3M Increased customer base of loyal and sound clients 1 2 3
    • We focus on:
    • Industrially developed region
    • Strategic industries
    • With governmental support (programs “National Technologic Base 2007-2011”, “Fire security 2008-2012” etc.)
    Public-private partnership as the most suitable way to boost the sales in the industrial segment
    • areas of potential risks
    • ways to improve efficiency
    • Supply the necessary electric products for:
      • replacement of the obsolete electric equipment
      • electrification of the new production facilities
    • professional advice
    • free repairs
    • monitoring of the client's satisfaction
  • Regional policy
    • Enhance presence in covered regions (+1 trade representative)
    • Hire a specialist in Volga region
    • Total: 5 more trade representatives
    Current markets: Central, North-West, Ural regions Strategic regions : Volga and Siberian regions
  • Stages of changes introduction 8 weeks 1 . Preparation
    • 2. Development:
    • web-page
    • advertising clip
    • search of potential partners
    • 3. Launch:
    • web-page
    • advertising clip
    4. Establishment of contacts with design organizations 01.03 08.03 15.03 22.03 29.03 05.04 12.04 19.04 26.04
  • Development of web-page 58 931 000 rur 1 Development of advertising clip 3
    • Advertising campaign :
    • TV channels: 1 Channel and Russia
    • Tariffs per minute: 168 000 – 1 000 000 rur
    • Lenth of the clip: 15-30 seconds
    • Advertising period: 31 days
    4 Total advertising costs – 57 836 000 rur Tutorial clips translation 2 Costs assessment Total costs For detailed calculation see Appendix 1. Method Outsoursing Amount 30 000 rur Method Outsoursing Amount 1 000 000 rur Method Outsoursing Amount 65 000 rur
  • We assume that the proposed set of measures will boost the 3M's sales by  50 % Individials Construction companies Industrial companies $100M  $150M * Source: Knight Frank Current situation: $10M $40M $50M Innovative and useful products + Creative promotion = DOUBLE the demand CREATE the demand for 3M products  40% growth * 12% growth* of the construction market (elite and business segments) = + 56.8 % Government orders + "Lifetime" client management = +35% $20M $62.7M $67.5M
  • DESCRIPTION HIGHER PROBABILITY LOWER PROBABILITY
    • Planned growth wouldn’t be achieved
    • Losses on TV commercials
    • Losses on newly hired engineers and consultants wages
    • Loss on sales and all resources used for promotion
    • Competitors’ gain because of decreased comparative advantage of 3M’s products
    1 2 3 Risks and mitigations
    • Phased implementation plan
    • Pass on portion of savings to customers
    • Involvement of media
    • Explanatory activities
    • Hedging against exchange
    • rate risks
    • High quality of forecasting
    • Macroeconomics analysis
    M I T I G A T I O N S We’re prepared to t ake calculated risks during implementation to capitalize on significant opportunities Customer unresponsiveness on advertising campaign Design firms won’t utilise the proposal Market instability (e.g. rouble appreciation)
  • Our team Anna Nazarova Olga Pivovarova A yuna D anzanova Natalia Ulyanova
    • London School of Economics and Political Science (LSE)
    • The Financial University under the Government of the Russian Federation
    • Financial management, forth year
    • Participation in the joint research project of The Financial University and “Expert” journal - “The Russian gazelles”: Fast Growing Firms in Russia”
    • An individual grantee of The Bank of Moscow and Interprombank in 2009/2010
    • An awardee in the final Changellenge Cup Moscow 2010
    • The Bank of Moscow, summer internship for individual grantees of the Bank (July 2010)
    • The Financial University under the Government of the Russian Federation
    • Financial management, forth year
    • An awardee in the final Changellenge Cup Moscow 2010
    • Prizewinner of the Championship in solving business cases held by BNP Paribas (2010)
    • An individual grantee of Gazprombank (2010)
    • One-month internship as an assistant in Sberbank
    • Foreign languages: English, French
    • Training for International Certificate in Financial English (ICFE)
    • 2 publications
    • The Financial University under the Government of the Russian Federation
    • Financial management, forth year
    • An awardee in the final Changellenge Cup Moscow 2010
    • Prizewinner of the Championship in solving business cases held by BNP Paribas (2010)
    • One-month internship as an assistant in The Bank of Moscow
    • Driver license
    • Foreign languages: English (fluent)
    • Training for International Certificate in Financial English (ICFE)
    • 2 publications
    • The Financial University under the Government of the Russian Federation
    • Financial management, forth year
    • participant of the summer exchange program “Work and Travel USA”.
    • An awardee in the final Changellenge Cup Moscow 2010
    • Prizewinner of the Championship in solving business cases held by BNP Paribas (2010)
    • 1 publicasion
    • Foreign languages: English (fluent)
    • Training for International Certificate in Financial English (ICFE)
    • Computer skills: MS Office, Project Expert, Garant Base, Consutant Base
  • Thank You! Moscow, 2011