Sw pres mb 021111

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Sw pres mb 021111

  1. 1. REGIONAL MANAGER CEE/A:SWAROVSKI MARKUS BELINAMarkus  Belina  for  Swarovski  -­‐  Vienna,  02.11.11  BELINA_021111
  2. 2. Today‘s AgendaPart  1:    A  short  introduc@on  Part  2:    Define  a  distribu@on  model/plan  for  Croa@a  Part  3:    Why  am  I  the  perfect  candidate  for  the  posi@on  of       Regional  Manager  CEE/A    BELINA_021111
  3. 3. A Short IntroductionIntroducing  Markus  Belina  •  Born  in  1973  •  More  than  10  years  of  marke@ng,  sales       communica@ons  experience  •  Current  employer:  Wunderman  PXP,  a  YR  brand  •  Looking  for  a  new  challenge  •  Infamous  for  long  introduc@ons   BELINA_021111
  4. 4. CRO Distribution ModelAgenda  1.  Croa@a:  A  fact-­‐finding  mission  2.  Swarovski’s  Croa@an  status  quo  3.  Objec@ves,  analysis    evalua@on  4.  End  ac@on  1:  Geodata  analysis  5.  End  ac@on  2:  Loyalty  programs  6.  End  ac@on  3:  Regionality  7.  End  ac@on  4:  Poten@al  loca@ons  8.  End  ac@on  5:  New  Partners  9.  Conclusion     BELINA_021111
  5. 5. Croatia: A Fact-Finding MissionFacts    figures  Purchase  power  overview  BELINA_021111
  6. 6. Facts FiguresGeneral  rates  and  numbers  for  Croa@a  Source:  CIA  World  Factbook   BELINA_021111
  7. 7. Purchase Power in Croatia
  8. 8. Swarovski‘s Status Quo in CroatiaOverview  over  current  bou@ques  and  partners  BELINA_021111
  9. 9. Swarovski Crystal - Boutique Finder: results 01.11.11 08Status QuoSwarovski  Bou@ques   Boutique Phone Address Product categoryin  Croa@a   De Tempore D.O.O. WOS Zagreb Bogovicewa 10000 downtown 38514814098 Zagreb Partner Boutique Croatia De Tempore DOO WOS Shopping Center City Center 10000 One Zagreb Partner Boutique CroatiaSource:  www.swarovski.com   51000 De Tempore d.o.o. Rijeka Partner Boutique Croatia De Tempore d.o.o. 21000 Split Partner Boutique Croatia 10298 De Tempore d.o.o. Shoppingcity Westgate Donja Partner Boutique Bistra Croatia 23000 Vitriaria D.o.o. Zadar Partner Boutique Croatia 10000 Vitriaria d.o.o. Zagreb Partner Boutique Croatia De Tempore/Karin suveniri doo DUBROVNIK 20000 downtown Multibrand 385912790980 Dubrovnik Authorized retailer Croatia 23000 Vitriaria d.o.o. 385915558446 Zadar BELINA_021111 Authorized retailer Croatia
  10. 10. Objectives, Analysis EvaluationRe-­‐define  all  relevant  objec@ves  Set  up  a  partner  survey  Evaluate  results    define  end  ac@ons  BELINA_021111
  11. 11. (Re)define Objectives(Re)define  all  relevant  objec@ves  (set  up  before  having  entered  the  Croa@an  market)  •  Sales  objec@ves:  ROI,  turnover,  gross  profit  etc.  •  Coopera@on  objec@ves:  Number  of  distribu@on  partners,   Swarovski  bou@ques/corners  etc.  •  Organiza@onal  objec@ves:  number  of  employees     partners,  sales  competence    trainings,  product   trainings,  partner  sa@sfac@on    loyalty  etc.  •  Compare  these  objec@ves  to  current  business  situa@on     BELINA_021111
  12. 12. Partner SurveySet  up  a  partner  survey  that  depicts  the  current  situa@on  •  Compare  and  evaluate  bou@ques  concerning  turnover,   gross  profit,  consumer  loyalty,  marke@ng  ac@vi@es  etc.  •  Interview  partners  concerning  their  feedback  on   Swarosvski’s  support  in  terms  of  business  advice,   marke@ng  ac@vi@es  etc.  •  Learn  about  partners‘  feedback  on  products,  consumer’s   feedback  on  products  and/or  desired  items  and  gather   inputs  on  future  collec@ons  (special  collec@on  available   only  in  Croa@a?)   BELINA_021111
  13. 13. Evaluate Results/Define End ActionsNOTE:  The  following  end  ac@ons  have  to  be  seen  as  recommenda@ons  based  on  the  author’s  current  status  of  informa@on  on  and/or  knowledge  of  Swarovski’s  partner  rela@onships  and  the  Croa@an  market  EA  =  End  AcAon    BELINA_021111
  14. 14. EA 1: Geodata AnalysisPerform  geodata  analysis  focussing  on  regions  with  high  purchase  power  index  and/or  tourism  density  and  implement  the  results  for  further  ac@vi@es  such  as  •   Iden@fica@on  of  addi@onal  loca@ons    •   Marke@ng  and  promo@onal  inputs  for  partners    •   Direct  marke@ng  planning  etc.    Example:  Hamburg     BELINA_021111
  15. 15. EA 1: Geodata AnalysisExample  Hamburg:  Analysis  performed  for  Austrian  manufacturer  and  retailer  Source:  GfK   BELINA_021111
  16. 16. EA 1: Geodata AnalysisExample  Hamburg:  Analysis  performed  for  Austrian  manufacturer  and  retailer  Source:  GfK   BELINA_021111
  17. 17. EA 2: Loyalty ProgramsDevelop    implement  partner  loyalty  programs  •  Set  up  mee@ngs  with  partners  on  a  regular  (monthly)   basis,  offer  them  a  strong  support  on  all  business-­‐ relevant  issues  •  Grant  all  partners  immediate  free  SCS  membership  •  Set  up  a  „Swarovski  Partner  Hotline“  for  problems/ challenges/issues  of  any  kind  •  Develop  a  regional  partner  compe@@on:  Partners   develop  ideas  for  marke@ng  ini@a@ves  and/or  regional   ac@vi@es   BELINA_021111
  18. 18. EA 2: Loyalty ProgramsSwarovski  Partner  compe@@on  •  Partners  develop  ideas  for  marke@ng  ini@a@ves  and/or   regional  ac@vi@es  based  on  local  fes@vals    events  •  Swarovski  sets  up  a  jury  consis@ng  of  local  adver@sing/ marke@ng/event  experts  and  journalists  that  picks  the  winner  •  Swarovski  supports  the  winner’s  local  campaign  both   financially  and  organiza@onwise  •  Swarowski  also  produces  a  very  limited  special  collec@on/ product  for  the  winner  s/he  can  give/sell  to  loyal  customers   BELINA_021111
  19. 19. EA 2: Loyalty ProgramsSwarovski  Partner  compe@@on:  Benefits  •  Partners  develop  their  own  campaigns  (under  Swarovski   supervision  to  s@ck  to  brand  guidelines)  •  Journalists  and  media  experts  in  the  jury  create  local     online  buzz  and  guarantee  free  press  coverage  •  Concepts  and  ideas  could  also  be  used  for  other  regions   and/or  countries   BELINA_021111
  20. 20. EA 3: Enhance RegionalityFocus  on  regional  specifics,  developments,  trends  etc.  and  cooperate  with  prominent  and  credible  locals  (designers,  musicians  etc.)        •  Deliver  inputs  and  concepts  for  local  marke@ng  ac@vi@es   based  on  local  experience,  know-­‐how  and  exper@se  •  Focus  on  social  media  ac@vi@es  (Facebook)  •  Develop  coops  with  local  designers  and  ini@a@ves  (CRO  Á   PORTER,  local  designers)  •  Develop  event  ideas  for  partners    offer  support  for   implementa@on  –  e.g.  Swarovski  Fashion  Week  2012     BELINA_021111
  21. 21. EA 3: Enhance RegionalityFocus  on  social  media  ac@vi@es:  Facebook  Users  in  Croa@a  Source:  socialbakers.com   BELINA_021111
  22. 22. EA 3: Enhance RegionalityFocus  on  social  media  ac@vi@es:  Facebook  Users  in  Croa@a  Source:  socialbakers.com   BELINA_021111
  23. 23. EA 3: Enhance RegionalityFocus  on  social  media  ac@vi@es:  Croa@an  Fansite  •  Set  up  a  Croa@an  Swarovski  Facebook  Fansite  •  Communicate  current  and  upcoming  ac@vi@es     promo@ons  •  Generate  fans  by  gran@ng  special  offers  (limited   Facebook  edi@ons,  discounts,  special  edi@ons  for  Croa@a:   Croa@an  flag  as  keyring  etc.)  •  Use  Facebook  fansite  to  promote  upcoming  events  and   put  fans  on  special  guest  list   BELINA_021111
  24. 24. EA 3: Enhance RegionalitySwarovski  Fashion  Week  •  Choose  prominent  local  designers  that  are  willing  to   cooperate  –  e.g.  Ines  Zrnc  Gregorina  or  Ma@ja  Vuic  •  Set  up  a  series  of  local  fashion  shows  (summer   holiday  season)  including  special  local  DJ  gigs   focussing  on  Zagreb    coastal  region  •  Invite  local  partners  and  make  them  promote  the   event  series  in  their  bou@ques    organize  side  events       BELINA_021111
  25. 25. EA 3: Enhance Regionality Swarovski  Fashion  Week:  Gregorina  (1,2),  Vuic  (3)    1 2 3
  26. 26. EA 3: Enhance RegionalitySwarovski  Fashion  Week:  Benefits  •  Make  the  brand  Swarovski  cool,  credible  and  popular   throughout  the  country  •  Include  exis@ng  partners  and  give  them  the   opportunity  to  par@cipate  and  increase  their  sales  •  Invite  poten@al  partners  and  convince  them  of  the   advantages  of  a  partnership  with  Swarovski   BELINA_021111
  27. 27. EA 4: Identify New LocationsIden@fy  addi@onal  loca@ons  for  Swarovski  bou@ques  based  on  geodata  survey  results  and  local  exper@se  •  Croa@an  airports  •  Wellness    spa  centers  (e.g.  Falkensteiner  Hotels)  •  High-­‐class/design  hotels  (Swarovski  presence  in  lobbies)  •  Coastal  region  (Istria,  Dalma@a):  Addi@onal  number  of   shops  in  most  frequented  tourist  regions  based  on   geodata  results   BELINA_021111
  28. 28. EA 4: Identify New LocationsShow  presence  on  Croa@an  airports  •  Profit  from  ideal  consumer  touchpoints  •  Reach  both  local  (Croa@an)  and  foreign  travellers  •  Depending  on  the  available  space,  decide  on  whether  to   place  a  Swarovski  corner  or  shop   BELINA_021111
  29. 29. EA 4: Identify New LocationsExample  Zagreb  Airport:  Sta@s@cs  Source:  Zagreb  Airport   BELINA_021111
  30. 30. EA 4: Identify New LocationsShow  presence  in  high-­‐class  hotels  •  Profit  from  ideal  consumer  touchpoints  •  Reach  both  local  (Croa@an)  and  foreign  travellers  •  Reach  the  customers  before  compe@tors  do  (e.g.  Zlatatarna   Križek‘s  jewelry  can  be  bought  in  gis  shops  in  selected  5-­‐star   hotels)   BELINA_021111
  31. 31. EA 5: Generate New PartnersIden@fy  and  generate  new  distribu@on  partners  •  Show  presence  on  relevant  B2B  trade  fairs  •  Iden@fy  and  contact  poten@al  partners  via  direct  marke@ng   ac@vi@es  •  Iden@fy  regional  retail  compe@tors  (retail  shops)    turn  them   into  Swarovski  partners!  •  Use  exis@ng  partners  to  demonstrate  strong  partnership     utmost  sa@sfac@on  –  let  them  create  a  buzz  •  Provide  poten@al  partners  with  sugges@ons  for  poten@al   loca@ons  based  on  geodata  survey  results  (USP!)   BELINA_021111
  32. 32. EA 5: Generate New PartnersTrade  fairs:  Beauty  Days  Zagreb  •  Interna@onal  fair  for  cosme@cs  and  personal  care  that   auracts  professionals  from  the  cosme@c  branch,   manufacturers,  traders,  buyers  etc.  and  all  those  taking   care  of  beauty  and  health  in  general.  •  Date:  02.03.2012  -­‐  04.03.2012  •  Audience:  Professional  visitors  and  general  public     BELINA_021111
  33. 33. EA 5: Generate New PartnersTrade  fairs:  Zagreb  Auto  Show  •  Interna@onal  exhibi@on  of  automobiles,  motorcycles  and   the  suppor@ng  industry  including  premiere  shows  of  new   models,  concept  vehicles,  top-­‐design  exhibi@on  spaces,   daily  entertainment  programmes  etc.  •  Date:  22.03.2012  -­‐  01.04.2012  •  Audience:  professional  visitors  and  general  public   BELINA_021111
  34. 34. EA 5: Generate New PartnersTrade  fairs:  Zagreb  Interna@onal  Autumn  Fair  •  Central  economic  event,  bringing  together  interna@onal   economists,  exhibitors,  businessmen,  experts,  scien@sts,   visitors  and  media  representa@ves.  It  consists  of  several   specialized  fairs:  Group  Exhibi@ons  Of  Foreign  Countries,   Energe@cs,  Contech,  ARCA,  EMAT,  Interprotex,  Transport   and  Logis@cs,  Crass,  INGA  and  Eko-­‐Etno  Croa@a.  •  Audience:  professional  visitors  and  general  public     BELINA_021111
  35. 35. EA 5: Generate New PartnersIden@fy  and  contact  poten@al  partners  via  direct  marke@ng  ac@vi@es:  See  how  your  Swarovski  bouAque  could  look  like!  •  Contact  poten@al  partners  via  an  augmented  mailing  •  Target  group  receives  a  mailing  including  a  customized   crystallized  webcam  and  number  of  mobile  tags  –  depending   on  the  poten@al  size/space  of  their  bou@que  •  Recipient  opens  communicated  URL  and  focuses  webcam  on   mobile  tag  that  fits  the  desired  space  •  Website  shows  recipient‘s  own  virtual  Swarovski  bou@que!         BELINA_021111
  36. 36. EA 5: Generate New PartnersSee  how  your  Swarovski  bouAque  could  look  like  –  the  mechanism  behind   } BELINA_021111
  37. 37. ConclusionCroa@a  features  a  high  number  of  sales  opportuni@es  Extension  of  distribu@on  channels  and  addi@onal  loca@ons  (bou@ques)  will  contribute  to  increasing  sales  numbers  Many  local  ac@vi@es  can  be  implemented  in  other  countries  as  well  BELINA_021111
  38. 38. Why Am I......  the  perfect  candidate  for  the  posi@on  of   Regional  Manager  CEE/A  •  Communica@ve  Skills  •  Analy@cal  Skills  •  Social  skills  •  Ready  for  the  journey  •  Crea@ve  approach  •  Ready  for  a  new  challenge  
  39. 39. Communicative Skills10  years  of  experience  in  the  adver@sing  industry  –  from  classic  adver@sing  to  web  2.0  ac@vi@es  including  brand  management,  campaign  implementa@on  and  public  rela@ons  Highly  eloquent  and  speaking  three  different  languages:  German  (mother  tongue),  English  (excellent),  Italian  (very  good)  Currently  planning  to  learn  both  an  addi@onal  CEE  language  and  French  as  well  (currently  very  basic  understanding)  
  40. 40. Analytical SkillsFast  in  defining  both  problems  and  their  solu@ons  Quick  understanding  of  research  data  Understanding  numbers    their  origins  
  41. 41. Social SkillsSelf-­‐confident  and  open  approach  to  people  Understanding  people‘s  needs    triggers  High  ability  to  mo@vate  other  people  Strong  intercultural  awareness  Open-­‐minded  for  different  opinions,  cultures,  ideas...  
  42. 42. Ready For The JourneyAbsolutely  ready  for  the  journey!  (There  can  never  be  enough  business  trips)  Always  willing  to  explore,  discover,  consolidate  and  strengthen  rela@onships  of  whatsoever  kind  Definitely  not  the  type  to  sit  in  the  exactly  same  office  every  single  day  
  43. 43. Creative ApproachTalented  in  finding  new  ways  to  solu@ons  of  any  kind  Work  experience  in  adver@sing  industry  features  a  vast  number  of  cases  and  benchmarks  that  are  useful  for  distribu@onal  ac@vi@es  as  well  
  44. 44. Ready For A New ChallengeMore  than  ready,  to  be  exact...    
  45. 45. Thank You For Your Attention ...  now  let‘s  discuss  the  next  steps.  ©  Markus  Belina  2011  

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