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    Cl final casemonsters Cl final casemonsters Presentation Transcript

    • 3M Fast & Innovative: increasing 3M brand awareness and growth rate in C&M (electrical) market
      Changellenge >> Cup Russia 2011
      CaseMonsters
      Moscow, April 2011
    • CVs
    • Agenda
      Metrics view
      Marketing campaign mix
      Sales increase
      Sales segment view
      Product view
    • Agenda
      Metrics view
      Marketing campaign mix
      Sales increase
      Sales segment view
      Product view
    • Agenda
      Metrics view
      Marketing campaign mix
      Sales increase
      Sales segment view
      Product view
    • Agenda
      Metrics view
      Marketing campaign mix
      Sales increase
      Sales segment view
      Product view
    • Agenda
      Metrics view
      Marketing campaign mix
      Sales increase
      Sales segment view
      Product view
    • Agenda
      Metrics view
      Marketing campaign mix
      Sales increase
      Sales segment view
      Product view
    • Sales increase in each sales segment might be achieved through mix of different marketing channels
      Goal
      Strategy
      Marketing efforts &
      initiatives
      Sales increase
      impact
      B2B
      B2B
      Sales increase through effective marketing investments in three areas to reach growth rate of 50% for 2 years, then 25% in at least 3 following years
      C&M Segment Strategy
      Government
      Government
      Retail
      Retail
    • Internet marketing channel is powerful as traditional advertising
    • Friends and expert opinion are top factors in buying decision
    • Personalized marketing is the only way to increase Brand power and Sales
    • There are certain group of marketing campaigns based on sales segment and personalization priority
      B2B
    • There are certain group of marketing campaigns based on sales segment and personalization priority
      B2B
      Government
    • There are certain group of marketing campaigns based on sales segment and personalization priority
      B2B
      Government
      Retail
    • What do we need to do for client/customer to decide to buy?
      LifeTime
      CLIENT
      Buy to
      3M brand
      Loyalto
      3M brand
      Trust
      3M brand
      Aware about
      3M brand
      Total population of Russian Federation 142 mln. people
      For maximizing client base 3M have to increase
      each of the 4 transitive categories
    • Metrics are differently influenced by each type of marketing campaign. It leads to many options of segment strategy
      Government
      Medium
      Low
      None
      Sufficiently high
      Absolute
      Initiatives & Marketing campaigns
      for each Segment
      Non-personalized B2B forums, exhibitions, magazines
      Personalized B2B professional seminar, exchange programs, communities
      B2B
      Government
      Joint (innovation) government programs
      Charity programs
      Promotion through experts
      Education & Internet
      Co-branding with Client
      Joint mass media campaigns with TV, Journals
      Traditional marketing (advertising)
      Retail
    • Metrics are differently influenced by each type of marketing campaign. It leads to many options of segment strategy
      Government
      How it will increase metrics?
      Medium
      Low
      None
      Sufficiently high
      Absolute
      Brand awareness
      Initiatives & Marketing campaigns
      for each Segment
      Non-personalized B2B forums, exhibitions, magazines
      Personalized B2B professional seminar, exchange programs, communities
      B2B
      Government
      Joint (innovation) government programs
      Charity programs
      Promotion through experts
      Education & Internet
      Co-branding with Client
      Joint mass media campaigns with TV, Journals
      Traditional marketing (advertising)
      Retail
    • Metrics are differently influenced by each type of marketing campaign. It leads to many options of segment strategy
      Government
      How it will increase metrics?
      Medium
      Low
      None
      Sufficiently high
      Absolute
      Brand trust
      Brand awareness
      Initiatives & Marketing campaigns
      for each Segment
      Non-personalized B2B forums, exhibitions, magazines
      Personalized B2B professional seminar, exchange programs, communities
      B2B
      Government
      Joint (innovation) government programs
      Charity programs
      Promotion through experts
      Education & Internet
      Co-branding with Client
      Joint mass media campaigns with TV, Journals
      Traditional marketing (advertising)
      Retail
    • Metrics are differently influenced by each type of marketing campaign. It leads to many options of segment strategy
      Government
      How it will increase metrics?
      Medium
      Low
      None
      Sufficiently high
      Absolute
      Brand trust
      Brand awareness
      Sales increase
      Initiatives & Marketing campaigns
      for each Segment
      Non-personalized B2B forums, exhibitions, magazines
      Personalized B2B professional seminar, exchange programs, communities
      B2B
      Government
      Joint (innovation) government programs
      Charity programs
      Promotion through experts
      Education & Internet
      Co-branding with Client
      Joint mass media campaigns with TV, Journals
      Traditional marketing (advertising)
      Retail
    • Metrics are differently influenced by each type of marketing campaign. It leads to many options of segment strategy
      Government
      How it will increase metrics?
      Medium
      Low
      None
      Sufficiently high
      Absolute
      Brand trust
      Brand awareness
      Brand loyalty
      Sales increase
      Initiatives & Marketing campaigns
      for each Segment
      Non-personalized B2B forums, exhibitions, magazines
      Personalized B2B professional seminar, exchange programs, communities
      B2B
      Government
      Joint (innovation) government programs
      Charity programs
      Promotion through experts
      Education & Internet
      Co-branding with Client
      Joint mass media campaigns with TV, Journals
      Traditional marketing (advertising)
      Retail
    • B2B initiatives
      Appropriate
      products
      Risk
      associated
      Risks
      Mitigation
      • High price with low result
      • Develop a program of visits to targeted industry forums
      • Preliminary acquaintance with the forum participants before the meeting
      Non-personalized B2B forums, exhibitions, magazines
      5%
      1230 Fire Protection Fluid
      1230 Fire Protection Fluid
      Cable Assemblies
      Packaging Accessories
      Input/Output Connectors
      Risks
      Mitigation
      • Blight Equipment
      • High price with low result
      • Low tutors performance
      • Permanent mentor for staff exchange
      • Put in charge of seminars most experienced people
      Battery Material
      Battery Material
      Storage Interconnects
      Personalized B2B  professional seminar, exchange programs, communities
      15%
      Packaging Accessories
      Touchscreens
    • Government initiatives
      Risk
      associated
      Appropriate products
      Risks
      Abrasives for Electronics Finishing
      Mitigation
      • Putting more experienced people in charge of developing
      • Participate in as many tenders as possible.
      • Co-operate in tenders with Russian firms
      • Finding key people to reach the contract
      • Risk of default on government contracts
      • High barriers of the corruptions to enter
      Chemicals for Electonics Markets
      Chemicals for Electronics Markets
      35%
      Joint government programs
      Diagnostics/Instrumentation
      1230 Fire Protection Fluid
      Embedded Capacitance Material
      Interconnect Solutions
      Mitigation
      Risks
      Battery Material
      • Damage to a firm's reputation can result in lost revenue or destruction of shareholder value
      • No benefits from charity programs to 3M
      • Putting more experienced people in charge of developing
      • Better planning of the charity programs.
      Charity programs
      8%
      Touchscreens
    • Retail initiatives
      Appropriate
      products
      Risk
      associated
      Risks
      • Negative attitude from the experts
      • Incomplete understanding of the capabilities of the 3M product
      Mitigation
      18%
      • Client relationships development
      • Personalized comprehensive trainings for experts
      Promotion through experts
      Tapes and Adhesives
      Aerosol Cleaners
      14%
       Education
       andInternet
      • More effective marketing, road shows
      • Better marking planning
      • Low response rate
      • Low networking effect due to lack of understanding
      Touchscreens
      • Monitoring of client’s development program
      Co-branding with Client
      • Losing of our clients
      • Low impact and low cash flow
      Aerosols, Sprays & Coating
      4%
      Interconnect Solutions
      • Low response rate
      • Effect of damaging our brand image
      • Better marketing budget planning
      Packaging Bags
      Joint mass media campaigns with TV, Magazines
      Battery Material
      11%
      Battery Material
      Storage Interconnects
      Tapes and Adhesives
      • Traditional marketing wouldn’t aim potential customers
      • Non effective marketing budgeting
      Traditional marketing (advertising)
      • Better marketing budget planning
      • Choosing most trustworthy promotion companies
      13%
      Static Control
      Aerosols, Sprays & Coating
      Touchscreens
    • Segment strategy leads to reprioritization of marketing segments towards campaign, which increases brand awareness and brand trust
      Marketing budget share of each marketing campaign
      Target budget share
      Touch
      points
      3 targeted sales segments
      Marketing campaign
      Current
      Target
      1
      Non-personalized B2B forums, exhibitions, magazines
      1
      B2B
      1
      Personalized B2B professional seminar, exchange programs, communities
      2
      2
      3
      Joint (innovation) government programs
      3
      Government
      4
      4
      2
      Charity programs
      5
      Promotion through experts
      5
      6
      3
      Education & Internet
      6
      Retail
      7
      4
      Co-branding with Client
      7
      Joint mass media campaigns with TV, Magazines
      5
      8
      8
      6
      7
      Traditional marketing (advertising)
      9
      9
      8
      9
    • Strategy applies both recurring and region targeted campaigns
      Recurring
      Successive
      B2B
      Government
      Retail
    • Central
      2011
      2012
      2013
      2014
      2014
      1
      - Priority level
      - Recurrent initiative
      - Successive initiative

    • Northwest
      2011
      2012
      2013
      2014
      2014
      1
      1
      - Priority level
      - Recurrent initiative
      - Successive initiative

    • Ural + Siberia
      2011
      2012
      2013
      2014
      2014
      1
      2
      1
      1
      - Priority level
      - Recurrent initiative
      - Successive initiative

    • Volga, South, Far East
      2011
      2012
      2013
      2014
      2014
      1
      1
      2
      2
      1
      1
      - Priority level
      - Recurrent initiative
      - Successive initiative

    • Russia
      2011
      2012
      2013
      2014
      2015
      1
      1
      3
      2
      2
      1
      2
      1
      1
      - Priority level
      - Recurrent initiative
      - Successive initiative

    • Influence of each type of campaign on key metrics
    • Marketing budget allocation and Sales info
    • Strategy results in detailed step-by-step spend in each regions/segment
    • Financial forecast predicts meeting the set target growth even with incurred risks
      CONSTRUCTION &MAINTENANCE: Sales growth rate(%)
      89%
      1,0
      68%
      Risk adjustment
      31
      45%
      23
      C&M Total sales increase
      0,5
      35%
      15
      19%
      58
      12
      45
      7
      30
      23
      12
      0,0
      2015
      2014
      2013
      2012
      2011
      ELECTRICS SEGMENT: Compounded sales growth (%)
      1,0
      Risk adjustment
      27%
      Electric, Total sales increase
      24%
      22%
      0,5
      14%
      9
      8
      8
      8%
      5
      18
      16
      14
      3
      9
      5
      0,0
      2015
      2014
      2013
      2012
      2011
      CONSTRUCTION &MAINTENANCE: Sales growth rate(%)
      +41%
      100%
      80 000 000
      1,0
      Risk adjustment
      100%
      60 000 000
      32 900 000
      100%
      100%
      C&M Total sales
      19 300 000
      40 000 000
      0,5
      14 700 000
      100%
      8 840 000
      41 000 000
      20 000 000
      3 060 000
      31 600 000
      28 100 000
      22 900 000
      15 800 000
      0,0
      0
      2015
      2014
      2013
      2012
      2011
      ELECTRICS SEGMENT: Compounded sales growth (%)
      +17%
      100%
      1,0
      80 000 000
      100%
      100%
      Risk adjustment
      16 870 000
      100%
      60 000 000
      100%
      10 920 000
      9 070 000
      6 300 000
      Electric, Total sales
      0,5
      40 000 000
      2 760 000
      53 400 000
      46 600 000
      44 400 000
      40 800 000
      20 000 000
      35 300 000
      0,0
      0
      2015
      2014
      2013
      2012
      2011
    • Financial forecast predicts meeting the set target growth even with incurred risks
      CONSTRUCTION &MAINTENANCE: Sales growth rate(%)
      89%
      1,0
      68%
      Risk adjustment
      31
      45%
      23
      C&M Total sales increase
      0,5
      35%
      15
      19%
      58
      12
      45
      7
      30
      23
      12
      0,0
      2015
      2014
      2013
      2012
      2011
      ELECTRICS SEGMENT: Compounded sales growth (%)
      1,0
      Risk adjustment
      27%
      Electric, Total sales increase
      24%
      22%
      0,5
      14%
      9
      8
      8
      8%
      5
      18
      16
      14
      3
      9
      5
      0,0
      2015
      2014
      2013
      2012
      2011
      CONSTRUCTION &MAINTENANCE: Sales growth rate(%)
      +41%
      100%
      80 000 000
      1,0
      Risk adjustment
      100%
      60 000 000
      32 900 000
      100%
      100%
      C&M Total sales
      19 300 000
      40 000 000
      0,5
      14 700 000
      100%
      8 840 000
      41 000 000
      20 000 000
      3 060 000
      31 600 000
      28 100 000
      22 900 000
      15 800 000
      0,0
      0
      2015
      2014
      2013
      2012
      2011
      ELECTRICS SEGMENT: Compounded sales growth (%)
      +17%
      100%
      1,0
      80 000 000
      100%
      100%
      Risk adjustment
      16 870 000
      100%
      60 000 000
      100%
      10 920 000
      9 070 000
      6 300 000
      Electric, Total sales
      0,5
      40 000 000
      2 760 000
      53 400 000
      46 600 000
      44 400 000
      40 800 000
      20 000 000
      35 300 000
      0,0
      0
      2015
      2014
      2013
      2012
      2011
    • Segment strategy project phases and milestones include 2 main parts
      2nd Phase
      1st Phase
      Phases:
      Implication:
      3M
      CaseMonsters
      3M
    • Programme & Change Management
      Segment strategy Rollout plan
      To be agreed
      û
      2011 2012 2013 2014 2015
      B2B
      Non-personalized B2B forums, exhibitions, magazines
      Prepare supporting materials
      To make a plan of attending
      Relationship management
      Attend exhibitions
      Attend exhibitions
      Articles in magazines
      Personalized B2B professional seminar, exchange programs, communities
      Relationship management
      To make a plan of attending
      To train 3M mentors
      Client support
      3M management lections for particular
      Industries representatives
      Government
      Innovation government programs
      Co-working with Gov
      to archive national goals
      Charity programs
      Children’s playground construction
      Provide office materials
      to schools
      Support of orphanage by
      money and materials
      Excursion to 3M plant for children
      Retail
      Promotion through experts
      Materials & tools preparation
      Promo-
      activities
      Adjust new promo - materials
      Trainings
      Expert’s support
      Internet promotion
      Apps preparation
      Education and Internet
      Case challenge
      Launch innovative web-site
      Co-branding with Client
      3M mentioned in clients’ advertising
      Joint promo-campaigns
      Branch offices refurbishment (industrial Co-branding with Client)
      3M on clients’ products
      Joint mass media campaigns with TV, Magazines
      3M – sponsor various
      constructing TV programs
      Mass media campaigns
      Traditional marketing (advertising)
      Broadcasting 3M advertise on TV
      Preparation of advertising video
      Local marketing research
      Steering Committee
      Work Shops
    • CVs
    • Appendix
      40
    • Fresh consultant approach to 3M leading business will help it to grow its Construction & Maintenance segment at leading growth rate
      Goal
      To build up segment strategy in Construction & Maintenance to reach annual growth rate of 50% for 2 years, then 25% in at least 3 following years through increased brand awareness and sales with limited budget and human resources and estimated risk
      Core idea, consultant approach
      To develop segment strategy for C&M we start with:
      Framework to divide strategy into interconnected processes, then
      Analyze current approach of 3M in each process,
      Identify areas for improvements
      Group new approaches into main initiatives
      Mitigate risks
      Build Rollout plan
      Calculate financial returns&investments
      Agenda
      Framework
      AS IS
      TO BE
      Initiatives
      Risk management
      Rollout plan
      Financial returns & investments
    • Framework to slice Construction & Maintenance segment into interdependent processes to scale it against leading market companies
      • Central promotions with customization to local/customers needs by channel, format and brand
      • Measurable benefits seen from process
      • Standardized processes to support promotion planning, Execution and Analysis.
      • Products are divided into independent segments to represent certain roles for business (i.e. profit, brand, destination, core)
      Promotion and brands
      Products
      and their roles
      Geo-location
      • Segment Russian regions by number of parameters: political situations, economics situation, industries, potential for sale to government agencies, to big corporation. Potential for brand awareness campaigns
      Segment
      Strategy
      Pricing
      • Structured, monitored relationship management process (start-to-end) with lifecycle stages and milestones
      Clients Service
      (after sale)
      Clients & Distributors relations
      (before sale)
      • Price zones taking in consideration categories, clients and local competition
      • Limited, focused number of price zones to reduce complexity
      • Understanding of elasticity on particular products
      • Standard approaches to each sales channel. May include: tactics for business development stage, sales techniques, competition strategy. Leading companies determine time investment for pre-sale stage, identify risks and success sale indicator.
    • 1st version of “AS IS” model for 3M represent some misbalance between process maturity (based on available data)
      = Current
      = Opportunity
      Basic
      Leading
      Emerging
      Promotion and brands
      • Brand speculation/positioning is not a developed process of 3M
      • Construction and Maintenance does not popularize brand image of company currently
      Geo-location
      3M has limited view of Russian regions as markets. 3M is strongly present only in Central, North-West, Ural and Siberia regions
      Products their roles
      3M products and segment do not serve their own roles. No product segmentation, no clustering is in place from our research
      Clients & distributors relations
      • Relationship with distributors is too much headquarters centered
      • Leading companies of other sector embody personalized approach to every distributor and client
      Clients service
      • Client service is reactive rather than proactive
      • Client service is very dependent on individuals (Natalia Shmagina is the person responsible for entire C&M product line service)
      Pricing
      Price positioning is one side. Most of the products relate to the high price category goods only.
      Basic
      Leading
      Emerging
      TO BE MODIFIED
      TO BE COMPLETED IN THE FINAL TOUR
    • “TO BE” model will indicate particular steps to improve processes, which then will be summarized in high level initiatives
      Target approach for 3M
      Initiative
      Benefit
      Risk
      Investment
      Promotion and brands
      Geo-location
      EXAMPLE
      TO BE COMPLETED IN THE FINAL TOUR
      Products their roles
      Clients & distributors relations
      Clients service
      Pricing
    • The main priority in C&M strategy is B2B client segment, however other clients segment represent certain roles, benefits and effort required
      Government
      B2B
      Retail
      Increase brand awareness
      Core (high sales, high growth)
      Role
      Profit generator
      Target sales channel
      Relationships with political leaders
      Official tenders, business forums
      Distributors, ABC
      South (SOCHI), Central (Moscow)
      Central, North-West, Siberia
      Central, North-West, Siberia, Ural
      Target Geo region
      Pre-Sale stage
      Health care
      Visual communication
      Industrial & transport goods
      Entry product line
      Make profit product line
      Electrics (C&M)
      Consumer & office goods
      Security and protection
      Increase brand awareness product line

      Electrics (C&M)
      Visual communication
      Competition
      Potential profit
      Foreseeable Investments
      1
      2
      3
      Priority
      Medium
      Low
      None
      Sufficiently high
      Absolute
    • 3M should focus on Central Region, Volga and South Region as they have high potential demand for 3M products in particular segments
      Population by Region
      Region: Central;
      Target segment: Retail;
      Feature: Huge number of headquarters and offices
      one of the most attractive regions for investmentsand the highest index of Industrial production in Russia
      Europe
      Asia
      Saint-Petersburg
      Moscow
      Nizhny Novgorod
      Kazan
      Yekaterinburg
      Ufa
      Chelyabinsk
      Samara
      Region: Volga;
      Target segment: B2B;
      Feature: Highest Industrial index, large amount of plants and manufacturing companies
      Volgograd
      Rostov
      Omsk
      Novosibirsk
      Region: South;
      Target segment: Government;
      Feature: Preparation for Sochi 2014 Olympiad
    • Price elasticity analysis will enable smart product positioning in the market (i.e. brand awareness item, profit generator, core revenue generator)
      Price elasticity curve
      Price elasticity clustering
      Market budget/Margin segmentation chart
      1
      2
      3
      Электротехническое оборудование
      -2
      Трассоискатели
      -0,35
      high
      Touch Screen и мониторы
      -3
      Marketing budget share
      Price
      Решения для электронной промышленности
      -0,5
      low
      Газовое огнетушащее вещество 3М™ Novec™ 1230
      -2,1
      ACCR Алюминиевый усиленный композитный провод
      0
      0
      Sales
      -0,28
      low
      high
      Margin
      • Based on price elasticity analysis we will identify products that we can have the highest margin for and at the same time good sales level
      • We can then choose product groups, which will serve brand awareness role, profit role and high revenue generator role (example is on Market budget/Margin segmentation chart)
    • New brand awareness approach will grow brand power with little investments
      Identify each touch point contribute
      Distribute marketing budget among touch points
      Determine all possible touch points with
      customers clients
      Ideas, methods, techniques and tools for each touch point
      Current
      Target
      Target
      Branded products
      1
      a
      a
      1
      Increase 3M logo size on products packaging
      1
      b
      2
      Internet
      b
      Internet advertising on specialized web-sites and sites which are popular among target segments
      2
      3
      b
      2
      RSS, e-mail notifications and advertising, but not SPAM
      Direct mail
      3
      4
      b
      4
      Interesting lections from TOP-managers, impressive introduction sessions for new products
      Professional forums
      4
      b
      5
      5
      Main segment – youth leaders. Organize interesting online-competitions for internet-users, actively moderate social-network groups
      b
      5
      Social networks
      6
      Create an exhibition attending plan. Actively visit existing exhibitions and organize own 3M exhibitions in target regions
      6
      6
      Exhibitions
      b
      7
      Provide complex information about 3M initiatives and products in particular region
      Publications
      7
      7
      b
      8
      8
      Advertising on TOP Russian TV and Radio channels. Focus on client’s value in everyday product usage.
      b
      Radio & TV
      8
      b
      Build more effective relationships with clients, communication right with Decision Makers, using 20/80 principle
      9
      9
      Client relationship
      9
    • 3 buckets of initiatives may cause risks in 3 main areas: human resources resistance of change, excessive investments, inaccurate market predictions
      Mitigation
      Risks
      • Sales transformation will cause strong reaction
      among internal employees
      • Portfolio roles of products will be hard to get used
      to for employees and will require regular update
      • During implementation phase conduct workshops
      To involve employees into change decision
      Making, stimulate positive attitude towards new
      Initiatives, develop “I want to improve” mindset
      • Balance interconnected processes within sales
      capability, establish calendar for regular updates
      New sales approach / sales organization transformation
      Mitigation
      Risks
      • High brand awareness does not guarantee
      positive brand image
      • Smart Construction & Maintenance segment
      management by role of product categories might
      lead to low margins for few product for the sake
      of higher sales of other product groups
      • Ensure marketing and P&R only of reliable,
      established products
      • Ensure compensation of low margin products by
      high margin products in the same category, but
      with inelastic demand pattern
      Brand awareness increase / New product approach
      Mitigation
      Risks
      • Prioritization of particular geo areas in strategy
      requires analysis of hundreds of different
      sales and demand parameters, which cannot be
      calculated fully manually
      • Forecast might be based on unreliable market
      data
      • Install market simulation systems, which will
      allow to modulate company’s expansion in
      theory
      • Conduct market audit (retender suppliers of
      market data)
      GEO Expansion strategy
    • Programme & Change Management
      Segment strategy Rollout plan
      Customer Insight
      Commercial Transformation
      Branch offices refurbishment (pilot)
      Establish new branch concept
      Branch offices refurbishment (industrial stage)
      BP optimization
      Implement customer service compliance system
      Development of customer service personnel
      EXAMPLE
      TO BE COMPLETED IN THE FINAL TOUR
      Growing mentors human capital
      50
      Bring in external consultancy to align business processes
      Campaign Management
      50
      Establish process
      Marketing stage
      Campaign Management
      Steering Committee
      Work Shops
    • Skyrocketing sales can only be achieved with synergy of all high level initiatives. Success of each high level initiative can be managed only with newly designed KPI/metrics
      Smart pricing, category role management as sales contribution (characteristics)
      New sales approach / sales organization transformation
      • New sales approach and consequently new sales capability processes structure will result in quick
      within first 1 year, and 2nd row of benefits after new structure is well integrated into business
      Proposed KPIs/metrics:
      • ROI of product segments, industries, sales channels
      Strategic Initiatives
      Brand awareness contribution to sales increase (characteristics)
      Brand awareness increase / New product approach
      • Brand awareness will grow over time, increasing its power rapidly starting from 3rd year from now
      Proposed KPIs/metrics:
      • Brand power
      Aggressive controlled expansion as main sales generator
      GEO Expansion strategy
      • Aggressive expansion will result in harsh sales increases at the beginning of each region penetration,
      however moderate sales growth will follow. This situation may cause volatile demand for production,
      which is not cost efficient strategy, but very rapid in terms of sales.
      Proposed KPIs/metrics:
      • ROI by region,
      1st phase
      2nd phase
      Compounded sales growth (%)
      +37%
      175%
      1,0
      150%
      125%
      100%
      0,5
      50%
      0,0
      2015
      2014
      2013
      2012
      2011
    • Electronics, Electrical and Telecommunications
      Electronics Design & Manufacturing
      Electrical Supplies and Components
      3M Network Communications
      Abrasives for Electronics Finishing
      Data Cabling (Enterprise Networks)
      Chemicals for Electronics Markets
      Solutions for FTTX
      Embedded Capacitance Material
      Solutions for Access
      Interconnect Solutions
      Tapes and Adhesives
      Touch screens
      Pipeline and Cable Locators
      Battery Material
      Flexible Circuits
      EMI/EMC Solutions
      Static Control
      Tape & Reel