Transcript of "Itameren maiden valloitus - kuinka se onnistui - Jari-Pekka Rautamaa b9"
Menesty Skandinavian kuluttajamarkkinoilla<br />Itämeren maiden valloitus – kuinka se onnistui<br />Itämeren maiden valloitus – k<br />Helsinki 20.9.2011<br />B9 HELSINKI OY Lönnrotin puistikko 5 A, 00120 Helsinki, Finland<br />WWW.B9NETWORK.COM<br />
BACKGROUNDMARKET AND COMPETITION<br />Marketing communications agencies fall roughly into two groups: <br /> 1) big international chains like Publicis, Interpublic, Omnicom, WPP, Aegis, Havas<br /> 2) small, local agencies mainly covering just one market area<br />The biggest growth in the industry is, in line with economic growth, in Asia, China, India and Russia. The developed economies are stable and growth of the market size is limited, mainly shifts between channels.<br />Besides, all international agencies suffer from true commitment to networked accounts; objectives, metrics, possible ownerships etc. They are limited to one market area, hence not promoting and advancing co-operation between countries.<br />No player sees the Greater Baltic Sea region as one market area, but international companies operate there with as many as four market areas (Nordic, Baltic, Russia, ex-communist countries or Central and Eastern Europe).<br />19 September 2011<br />Confidential<br />
BACKGROUNDCUSTOMER NEEDS AND PURCHASE BEHAVIOUR<br />One of five Finnish Top 500 companies state the Baltic Sea region as their home or primary market. In Sweden the proportion is even greater and players have a more prominent role in international marketing.<br />Cost efficiency, building a uniform brand and commitment to improvement of internal processes are the drivers to transformations seeking more uniform operational models in all market areas.<br />It is clear that also marketing will be centralised at some later stage; technological solutions favour this and sometimes even present a prerequisite.<br />All corporations have parts of marketing communications that should be centralised.<br />Also consumer purchase behaviour harmonises rapidly with the internationalisation of retail.<br />The cycle of bringing new innovations to all markets is faster and requires a new kind of model.<br />19 September 2011<br />Confidential<br />
19 September 2011<br />B9 Mission and Vision<br />
B9 MISSION AND VISION<br />Mission<br />To be the leading marketing communications service provider in Northern and Eastern Europe.<br />Vision<br />To provide the best business model by combining a centralised and local action plan serving the clients’ needs.<br />19 September 2011<br />
B9 STRUCTURE<br />* Established and existing company<br />19 September 2011<br />B9 Helsinki*<br />B9 Group<br />Jukka Järvinen<br />