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European Experience Delivery
Accelerating Launch Volumes, Demonstrating The Brand
Experience and Generating Pre-Qualified ...
Objectives
•  Accelerate new vehicle launch volumes
•  Grow sales of current vehicles
•  Promote Maserati brand belief
•  ...
The Perspective
•  One that moves from:
– Passive to active marketing of
European Delivery
– Declaring to demonstrating th...
Market Opportunity
•  Not simply a historical % of volume
•  But pre-qualified US Euro travelers
•  Affluent experience se...
Fundamental Issues
•  Why do it?
–  Incremental conversion / revenue?
–  Loyalty? Competitive reasons?
–  Branding medium?...
Size of Opportunity
•  Understanding Overseas Travel
– 23,069,000 US Travelers
• 22% Mid-Atlantic
• 21% South Atlantic
• 2...
The Idea
•  Target Select US Travelers to Europe
•  European Experience Delivery Program
•  Match Purchase & Travel Timing...
The Customer Offer
•  Total immersion in the Maserati Experience
•  No cost extended stay courtesy of Maserati,
client opt...
The Benefits
•  Maserati and Dealers
– 
– 
– 
– 
– 
– 

New Data / Lead Source For Hard To Reach Profiles
Incremental Volu...
The Strategy
• 
• 
• 
• 
• 
• 
• 
• 
• 

Partner with American Express
Leverage Maserati/Amex Experiences/Cars
Utilize Har...
Database Strategy
Polk
Web
Lead
Database
Maserati
Database

Vehicle Ownership
Purchase Timing
International Travel
Lodging...
The Tactics
•  Merge Amex / Polk / Web / Maserati databases
•  ID “undiscovered Maserati owners”
•  Build “Maserati Experi...
American Express
•  Access to Estimated 500,000 Matched HHs
–  Up to 4X mailing

•  Client Locations / Events in Europe
• ...
The Customer Process
Go
No Go

Phase 1 Test

Prospect
Maserati
European
Experience
Web site
Call Center

Owner

European
E...
Experiences
•  Leverage Maserati Sponsorships/Events
– 
– 
– 
– 
– 
– 
– 

Trofeo Vodafone Maserati
Historic Challenge Eur...
Personalized Experience
•  Utilize Amex Publishing editorial
coverage and knowledge to create
experiential and adventure e...
Experience Examples
•  The Classic Route

–  A journey through a
countryside of literary
classics, experiencing the
most i...
Custom/Optimization
Outputs:
•  Customer discovery
–  Customization of travel options /
preferences
–  Maserati vehicle at...
Online Optimization
•  Optimization of Experience
– Look feel and reality of a customized
itinerary within controlled choi...
Online Optimization
•  Experience Optimization Product
–  A customer customized itinerary
–  A customer file of preference...
Optimization Process
•  Online Presentation:
– Selling attributes of vehicle / brand
• Features / Benefits / Heritage / F&...
The Campaign
•  To Clients / Prospects
–  Advertising
–  Direct Mail
–  Online Marketing
–  Maserati / Am Ex Co-Marketing
...
Website

The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+...
Publication Print Ad

The ideas, concepts and processes expressed on this page and throughout this document are the proper...
Brochures

Dealer Brochure

Consumer Brochure

The ideas, concepts and processes expressed on this page and throughout thi...
Display Poster

Dealer Poster

AmEx Travel Agent Poster

The ideas, concepts and processes expressed on this page and thro...
CD Packaging

Inside Spread

Cover
The ideas, concepts and processes expressed on this page and throughout this document a...
Direct Mail Postcard

Postcard

The ideas, concepts and processes expressed on this page and throughout this document are ...
Viral Marketing

The ideas, concepts and processes expressed on this page and throughout this document are the property of...
Prospect Messaging
•  Advertising / email to matched prospect
– 
– 

Travel & Leisure, Food & Wine, T&L Golf, Departures
P...
Enhanced Leads
•  Combines traditional demographics and
timing with individual, customer
optimized selling strategy
–  An ...
Dealer Certification
•  Program available only to those:
– With highest CSI
– Who participate in program sales
associate p...
Program Administration
•  Turnkey Program Headquarters
–  Account Manager
•  Overall program coordination
•  Database mana...
3 Phase Launch
•  Corporate Management
–  Program & Process
–  Maserati European Experiences

•  Certified Dealers and Emp...
Metrics
•  Measuring:
–  Volume
–  Close rate
–  Conversion rate
–  Sales satisfaction
–  Vehicle satisfaction at delivery...
Unresolved Issues
•  Vehicle costs
–  Net of Gruppo Ferrari I Maserati participation
–  Net of potential resale in Europe ...
Next Steps
•  Present / Discuss
•  Presentation to Gruppo Ferrari
Maserati
•  Pilot
•  Roll-out

The ideas, concepts and p...
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Maserati European Delivery Proposal By us+partners LLC.

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Maserati European Delivery Proposal By us+partners LLC. All rights reserved 2014.

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Transcript of "Maserati European Delivery Proposal By us+partners LLC."

  1. 1. European Experience Delivery Accelerating Launch Volumes, Demonstrating The Brand Experience and Generating Pre-Qualified Sales Leads The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  2. 2. Objectives •  Accelerate new vehicle launch volumes •  Grow sales of current vehicles •  Promote Maserati brand belief •  Generate / distribute qualified leads •  Convert prospects to Maserati brand The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  3. 3. The Perspective •  One that moves from: – Passive to active marketing of European Delivery – Declaring to demonstrating the brand experience – Delivery of current sold vehicles to include trial of vehicles not yet available (but coming to) in the US The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  4. 4. Market Opportunity •  Not simply a historical % of volume •  But pre-qualified US Euro travelers •  Affluent experience seekers •  Seeking experience on own terms •  Evoking brand belief / must have desire •  That works to promote brand conversion, loyalty and word-of-mouth The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  5. 5. Fundamental Issues •  Why do it? –  Incremental conversion / revenue? –  Loyalty? Competitive reasons? –  Branding medium? •  Where to do it? –  Euro travel geographics •  Does anyone want it? –  Optimized concepts –  Take rate / Basis for business case The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  6. 6. Size of Opportunity •  Understanding Overseas Travel – 23,069,000 US Travelers • 22% Mid-Atlantic • 21% South Atlantic • 23% Pacific – 17,833,000 Leisure / 8,559,000 Business – Average income $103,500 – Median # Trips Past 5 Years - 6 The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  7. 7. The Idea •  Target Select US Travelers to Europe •  European Experience Delivery Program •  Match Purchase & Travel Timing •  Extend Stays and Promote Vehicle Trial •  Optimize Experience / Take Rate •  Execute 2:1 Selling Strategy •  Install Proactive Branding Experience •  Through Program Certified Dealers The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  8. 8. The Customer Offer •  Total immersion in the Maserati Experience •  No cost extended stay courtesy of Maserati, client optimized extended stay hotels, meals, event access and driving tours delivering uniquely Maserati experiences •  Use of a “long lead” or current US spec Maserati vehicle •  Concierge service provided by Maserati and delivered by Program HQ / Amex Travel •  Follow up event at dealership upon return •  Pre-launch/ongoing marketing to database The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  9. 9. The Benefits •  Maserati and Dealers –  –  –  –  –  –  New Data / Lead Source For Hard To Reach Profiles Incremental Volume / Conversion and Loyalty Tool New Experiential Branding Medium Efficient, Effective Direct Marketing Program Delivery of Enhanced Lead Selling Strategies Test of Broader Strategic Co-Marketing Opportunities •  Maserati Prospects / Owners / Buyers –  Prospects – The Brand Experience on Their Terms –  Owners – Re-affirmation of The Faith –  Buyers – Choice of Program Options The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  10. 10. The Strategy •  •  •  •  •  •  •  •  •  Partner with American Express Leverage Maserati/Amex Experiences/Cars Utilize Harms for Vehicle Logistics Optimize Experience/Selling Strategy Drive Customer CRM Pre/During/Post Certify Participating Dealers on Basis of CSI Distribute Enhanced Lead Packages to Retail Measure Sales Match and Satisfaction Via Branded Outsourced Program HQ The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  11. 11. Database Strategy Polk Web Lead Database Maserati Database Vehicle Ownership Purchase Timing International Travel Lodging Dining Match Amex Database Maserati Experience Prospect Pool Membership Rewards Culture Sports / Entertainment Activities The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  12. 12. The Tactics •  Merge Amex / Polk / Web / Maserati databases •  ID “undiscovered Maserati owners” •  Build “Maserati Experience” offers, site, optimization tools and data capture process •  Target travelers and “undiscovereds” - drive site traffic and program registration •  Build travel, vehicle and lead files •  Deliver experiences / enhanced leads •  Follow-up at dealership / Close sale •  Measure satisfaction, lead productivity, sales match and branding metrics The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  13. 13. American Express •  Access to Estimated 500,000 Matched HHs –  Up to 4X mailing •  Client Locations / Events in Europe •  Travel Agent Network in Europe & US •  Media Properties (Audience & Editorial) –  Food & Wine, Travel & Leisure, T&L Golf, Departures •  Membership Rewards –  Earn points / Burn points and defray program cost •  Amex Gold / Platinum Card Member Marketing •  Amex database access requires participation in Amex Publications The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  14. 14. The Customer Process Go No Go Phase 1 Test Prospect Maserati European Experience Web site Call Center Owner European Experience Personalization Optimization Dealer Customer Sources: AmEx/Polk Maserati Files Maserati Web Dealers Email Direct Ads / BRCs Qualified Sort Overview P&E / Order Registration Demos/Fleet HH Fleet Timing Travel Plans Opt-In OKs + Confirm OKs Travel File Optimized Trip/Appeal Engaged Prospect Experience Delivery Harms Logistics AE Travel Support Experience Delivery CSI Follow Up Post CSi Follow Up Lead Distribution Sales Match Engaged Owner Defer Save Follow Up Lead Distribution Sales Match Maserati European Experience Program Headquarters Car File Customer / Dealer / Field / Division Presentation Customization Optimize Sell User Confirm Experience & Vehicle Appeal Enhanced Lead + Sign Up Vehicle Ship AE Travel Support Exit Phase 2 Pilot Lead File Factory Delivery / Drop Self Directed ID Take Rate Retain Records + Owner Factory Pick Up Prospect Option Factory Pick Up Hotel Delivery From Pool Enhanced Lead + Coordinates All Logistics Communicates Status of Experience with Maserati, Field, Dealer, Customer, Am Ex Maintains and Distributes Enhanced Leads Monitors CSl, Sales and Cost Metrics Reinforced Experience + Reinforced Follow Up = Better Leads More Sales The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  15. 15. Experiences •  Leverage Maserati Sponsorships/Events –  –  –  –  –  –  –  Trofeo Vodafone Maserati Historic Challenge Europe Golf Hydroplane / Boat Racing / Yacht Racing Cycling Opera (La Traviatta) / Contemporary Maserati Club Events Maserati Enthusiast Events •  Enhance with Amex Experiences ▫ –  Food & Wine (Tours, Dining Experiences) –  Travel & Leisure (Hotel, Spa Experiences) –  T&L Golf (Golf Experiences) •  Experience US Spec Maserati Vehicles –  At Factory Delivery –  Pick Up and Drop Off at Select Hotel Locations The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  16. 16. Personalized Experience •  Utilize Amex Publishing editorial coverage and knowledge to create experiential and adventure experiences •  Each experience will have approximately 5, two day, one night options allowing personalization: –  Hotels / Resorts –  Restaurants –  Day trips / Events / Museums •  Target cost of $500 / person –  Ability to defray or upgrade through use of Membership Reward points The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  17. 17. Experience Examples •  The Classic Route –  A journey through a countryside of literary classics, experiencing the most important towns and cities of classic culture –  Pass through Erfurt, Weimar, Jena, Gotha – through the “green heart of Germany” –  Goethe, Schiller, Wagner, Strauss, Ekhof Festival –  Charming Hotels, Fine Dining in the classic tradition ▫ The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  18. 18. Custom/Optimization Outputs: •  Customer discovery –  Customization of travel options / preferences –  Maserati vehicle attributes / benefits •  Maserati discovery –  Travel / Vehicle preferences –  Identify Program “bookings” –  Individual Customer selling strategy The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  19. 19. Online Optimization •  Optimization of Experience – Look feel and reality of a customized itinerary within controlled choices •  Optimization of 1:1 Sales Strategy – Development of strategy based upon customer discovery and trade off of features, benefits and costs The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  20. 20. Online Optimization •  Experience Optimization Product –  A customer customized itinerary –  A customer file of preferences for fulfillment •  Optimized Sales Strategy –  Geo-demographic, timing and sales script –  Transmitted to preferred dealership and sales associate. –  Enabling immediate customer engagement and relevance. The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  21. 21. Optimization Process •  Online Presentation: – Selling attributes of vehicle / brand • Features / Benefits / Heritage / F&I – Experience attributes • Location / Events / Food / Wine / Routes •  Identification: – Individually optimized selling strategy – Customized Maserati experience The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  22. 22. The Campaign •  To Clients / Prospects –  Advertising –  Direct Mail –  Online Marketing –  Maserati / Am Ex Co-Marketing –  Factory / Dealer Co-Marketing •  To Dealers –  Program Launch The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  23. 23. Website The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  24. 24. Publication Print Ad The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  25. 25. Brochures Dealer Brochure Consumer Brochure The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  26. 26. Display Poster Dealer Poster AmEx Travel Agent Poster The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  27. 27. CD Packaging Inside Spread Cover The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  28. 28. Direct Mail Postcard Postcard The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  29. 29. Viral Marketing The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  30. 30. Prospect Messaging •  Advertising / email to matched prospect –  –  Travel & Leisure, Food & Wine, T&L Golf, Departures Personalized e-mail with link to Web site –  –  –  –  Personalized Thank You Links back to Experience and Maserati.com Links to “Refer to a Friend” e-mail template AE / Dealer receive e-mail of fax notification –  –  –  E-mail verification of booking / Itinerary / Passport info / Travel tips Email introduction to local dealer Up to 2 additional sequential messages prior to travel •  E-mail within 24 hours of registration •  Registered prospects receive •  Post trip follow up includes –  –  –  –  Email survey of experience satisfaction / intention Dealer email offer of coffee table “memento” book Notification of US availability of vehicle and test drive offer Or notification of dealer delivery date (conventional, “self directed” buyer) The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  31. 31. Enhanced Leads •  Combines traditional demographics and timing with individual, customer optimized selling strategy –  An individual selling strategy distributed to sales associates •  Not only Who’s Hot •  What’s Hot and What’s Not in a Sales pitch •  Test vs. leads currently sourced –  –  –  –  Close rate Sales cycle Margin Sales CSI ▫ The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  32. 32. Dealer Certification •  Program available only to those: – With highest CSI – Who participate in program sales associate process training •  Enable program discovery and registration via individual dealer Web sites ▫ The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  33. 33. Program Administration •  Turnkey Program Headquarters –  Account Manager •  Overall program coordination •  Database management –  Program Coordinator •  Maintains day to day process, database coordination and loads, prepares reporting –  Creative and Media Staff •  Marketing communications and interactive design, development and placement –  Amex Corporate Services •  Database Resource coordination / modeling •  Database management and systems support –  Amex Travel Services •  Travel agent program marketing •  Concierge travel support •  Dedicated, Maserati branded Call Center Support The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  34. 34. 3 Phase Launch •  Corporate Management –  Program & Process –  Maserati European Experiences •  Certified Dealers and Employees –  Program & Dealership Process –  Maserati European Experiences •  “Undiscovered Maserati Owners” –  –  –  –  –  Targeting matched travelers within Amex database Driving registration and discovery at Website Identifying vehicle and travel attribute preferences Trip registration / delivery / vehicle trial Stateside follow up and sales The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  35. 35. Metrics •  Measuring: –  Volume –  Close rate –  Conversion rate –  Sales satisfaction –  Vehicle satisfaction at delivery, 24 and 36 months –  Qualitative brand measures ▫ The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  36. 36. Unresolved Issues •  Vehicle costs –  Net of Gruppo Ferrari I Maserati participation –  Net of potential resale in Europe or US •  Vehicle logistics –  Vehicle pool –  Use of factory or selected dealers for vehicle prep and service –  Use of Harms as vehicle deliver/prep partners The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
  37. 37. Next Steps •  Present / Discuss •  Presentation to Gruppo Ferrari Maserati •  Pilot •  Roll-out The ideas, concepts and processes expressed on this page and throughout this document are the property of the us+partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of the us+partners LLC. Copyright © 2014. All rights reserved.
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