Sebastjan Rakun (Gorenje): Lansiranje nove blagovne znamke na mednarodnih trgih - primer gorenje+...

www.gorenjeplus.com Brand Management Gorenje+

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Something NEW !

Something EXCITING !

Something to raise the PULSE!


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• TO BE DIFFERENT!

• GO WHERE WE HAVEN’T BEEN BEFORE!

• UPGRADING THE IMAGE!

• TO IMPROVE / COMPARE WITH THE BEST!

• TO MAKE MONEY!


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THE ERT MARKET !!!


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ARE YOU GOING CRAZY ???


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MIND, POLICY, APPROACH CHANGE NEEDED !!!

ELECTRO RETAIL

KITCHEN SPECIALISTS

LESS, BUT MORE QUALITY COMPETITION !!!


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THE KRT MARKET !!!


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HOW TO BE READY FOR THIS?


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THE LONG RUN


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STEPS

+ IDENTIFYING THE POSSIBLE MARKETS

+ IDENTIFYING THE DEALERS

+ IDENTIFYING THE CUSTOMERS

+ PREPARE THE PRODUCTS

+ PREPARE THE MARKETING SUPPORT

+ EXECUTE & MONITOR & CORRECT


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+ PRICE POLICY to bring added value

+ PRICE POSITIONING mid and premium segment proudcts -

depends on a market, no internet recomendation

+ COMPETITION

+ MARKETS Year 2011 on 7 markets; adding 6 more in 2012

+ PRODUCTS matching design, strive for perfection

+ MARKETING

+ AFTER SALES SERVICES

HOW TO DO IT?


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MARKETS

Furniture

specialists+Kitchen

specialists control

over 70% of built in

appliances turnover in

Germany in 2010!

Built in segment

represents more than 50%

of total kitchen

appliances turnover in

Germany in 2010!


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KITCHEN SPECIALISTS

+ EXCLUSIVITY WANTED

+ COMPETITION IS ALREADY THERE

+ TIME TO SPEND WITH A CUSTOMER

+ THEY KNOW TRENDS / HABITS / WISHES

+ SALES PERSON CAN SELL ANYTHING WITH A MOTIVE

+ ACTIVE LISTENER / ACTIVE TALKER

+ PRODUCT DISPLAY / ACTIVE KITCHEN

+ TRAININGS AND TOOLS

+ IMAGE


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CUSTOMERS

+ MODERN & BUSSY LIFE STYLE

+ APPRECIATE GOOD TASTE, AFFECTION TO AESTHETIC,

HAVE OWN WAY OF LIVING

+ AMBITIOUS, BUT THEY TAKE THEIR TIME OFF

+ LOOKING TO FIND GOOD RATIO BETWEEN

PERFORMANCE AND EFFORT

+ STABLE AND AVERAGE TO ABOVE AVERAGE INCOME

+ ARE OWNERS OF THEIR LIVING UNITS IN URBAN

ENVIRONMENT


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PRODUCTS - BRAND FEAUTURES

REFRIGERATION

+ A++ energy class, LED lights, No frost system, various built-in niches, steel trims

HOODS

+ Perimetrical suction, refresh, design, touch module, ect

HOBS

+ A+ burners, steel, glass-ceramic, slider, multizone inductors, ect

COMPACT OVENS

+ Steam ovens, coffee machine, combined ovens with microwave, matching designs, ect

OVENS

+ Revolutionary user interface, big interior, A-20%, rich equipment, ect

DISHWASHERS

+ 17 settings, full steel, power, safety, ect


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PRODUCTS


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MARKETING

+ WEB SITE www.gorenjeplus.com

+ BRAND MANUAL

+ PRINTED ADDS

+ GIVE AWAYS

+ BROCHURES

+ SALES FOLDER

+ CATALOGUES

+ POS

+ iChef for iTunes on http://itunes.apple.com/si/app/epm-2-1/id417017352?mt=8

+ MOVIES

+ 3D FILES FOR ARCHITECTS

+ COOKING EVENTS / ACTIVE KITCHENS

+ KICK OFF MEETINGS

http://www.gorenjeplus.com/

http://itunes.apple.com/si/app/epm-2-1/id417017352?mt=8






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MARKETING


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GETTING THERE……

CONCEPT & BRAND

FULL LINE UP

MATCHING

APPLIANCES

FEAUTURES

MARKETING

DEALER

LOYALTY

PROGRAM

AFTER

SALES

COMPETATIVE

PRICES

POSITIONING

EARNINGS

DELIVERY

EXCELENCE

NO

INTERNET

POLICY

SALES

CHANNEL

EXCLUSIVITY

LONGTERM SUCESS & GROWTH

EDUCATION

TECHNICAL

COMPETENCE

CONSTANT

NOVELTIES

CONTEMPORARY

DESIGN

HQ TEAM & SUBS TEAM

ENERGY & MOTIVATION

INTEGRAL

MARGIN

MARGIN

DISTRIBUTION


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EXECUTE

MONITOR

CORRECT

ORGANISATION, SALES TEAMS

TURNOVER, COSTS, P&L

RANGE, APPROACH

GETTING THERE……


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…at the end…

IT’S ALL ABOUT THE

EXECUTION !

Sebastjan Rakun (Gorenje): Lansiranje nove blagovne znamke na mednarodnih trgih - primer gorenje+...

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Transcript of Sebastjan Rakun (Gorenje): Lansiranje nove blagovne znamke na mednarodnih trgih - primer gorenje+...