Slide di Presentazione del Dott. Guido Maestri di Pirelli Group per il PKMF 2015. Milano 15 maggio 2015

1. Guido M aestri

2. Pirelli from Product to Service
Guido M aestri
Chief Marketing and Retail Officer

3. Pirelli Business
WORLDWIDE PREMIUM LEADING COMPANY IN TYRE INDUSTRY
2
3
4
5
1
6
Growth
A GLOBAL COMPANY
EU
APAC
AM ERICA
ROW
ProfitPremiumRevenues
2
3
4
5
1
6
2
3
4
5
1
6
2
3
4
5
1
6
Sales by Region

4. 5,2
15,4
X3

5. Pirelli Business Model – An Integrated System
OE MANUFACTURES
10.000 PARTNERS
35.000 SALES PEOPLE
1.000 DIRECT MANAGED
SHOPS
15Mio SHOPPERS
ConsumerSalesLogisticProduction
20%
Prestige
50%
Premium

6. Pirelli Marketing Governance
Product Brand Marketing
Digital & CRM
Consumer Base
Retail
Coverage & Engagement
Sales Force Ecellence
Mio
CONSUMER TREND WW
15
10
5
2015
20
12
8
2020
MAINSTREAM CONSUMER
PREMIUM CONSUMER (>17’’)

7. ADAPT OUR CONTENT STRATEGY TO THE CONSUMER JOURNEY
Marketing Platform
PURCHASESTIM ULUS
NOT LOOKING FOR INFORMATION BUT STILL FORGING AN OPINION
Hero Content
ACTIVE
EVALUATION
WHAT’S BEST? PLEASE ADVICE
Hygienic Content
ICS

8. Digital Transformation
from
Product
&
Content
Pirelli Michelin Continental Others
Quattroruote.it
Autoblog.it
Ferrari.it
Audi.it
....
to
Price
&
Availability
Gommadiretto 123gomma Rezulteo Others
Am azon
Ebay
...
Buy
45%
31%
28%
28%
22%
18%
Search Engines
Online Tyre retailer sites
Consumer review sites
Auto magazine
Tire Store sites
Tyre manufacturer sites
ITALY
Use ONLINE sources
During the decision *
Sources (Avg.) *
77%
4,0
* = Google, “Global Auto Study 2013, Analysis of the Automotive Buying Process / Aftersales Market Buyers, Italy e Germany”
TO
CONSUM ER EXPERIENCE
CONSUMER
SPORT
LUXURY
CAR USER
CITY USER
FROM
PRODUCT ONLY
TYRES
≤16’’
17’’
>18’’
MOTORSPORT

9. From Tyre Related to Connection Related
Tyre
Related
Connection
Related
10M
Consum ers
• Handling
• Braking
• Season
• Flattened
• Aquaplaning
• Safety
• Insurance
• Guidance
• Parental Control
• Adaptive Performance
2015 2020
FROM TO
1,7MM
Connections