Zilele Biz 2015 - Media & Marketing - Stjepan Udovicic, Orange Romania

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1 Orange Restricted Orange The “Why”, “How” and “When” for brand evolution Stjepan UDOVICIC, Marketing Director 13 November 2015

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OrangeThe Why, How and When for brand evolutionStjepan UDOVICIC, Marketing Director

13 November 2015

#Orange Restricted

Why we needed a change?Because customers told us so

I would like to have unlimited off net minutes and the internet that is works very good especially with the 4G connection.

I would like to have unlimited national minutes, international minutes and more internet.

We feel more and more the need of a new unlimited 10 subscription without a phone.

We would need packages with more services included.

I need a subscription with more national minutes and internet at a fair price.

Lower priced smartphones at 7, 8 euro not conditioned by the first or second line.externally driven objectivesThere should be a period when long-standing customers can buy handsets and accessories at greater discounts.I would suggest that value of loyalty points to increase each year so that to encourage me to stay within the networkThis is not a present for me because on my birthday I expect people to call me rather than me calling them.I would like them to sell those handsets in installments, and the monthly payment to be included in the phone bill.

#Interne Orange

Why we needed a change?Products and services needed to evolve internally driven objectives1234Design more contemporary set of products and servicesSimplify product offeringsAccommodate smartphones in all plansGet closer to segment needs: multi-device/multi-person; small business Change the website into all-responsive format 5

#Interne OrangeWhy we needed a change?New brand architecture required new substanceAlways in touch to connect whats essential in your life

By listening and respondingWhat?How?

RESPONDLISTEN

#Interne Orange

Orange MeOrange NetOrange ShareOrange FamilyOrange Thank You

Orange NetThe new data portfolioOrange ShareConnected voice and data propositionOrange FamilyThe best family combinationOrange Thank YouThe new reward programSo, what did we change?

InstallmentsThe new payment optionOrange Me The new voice portfolio for acquisition

#Interne Orange

SHARE OFFER: always enough data on your devices with the Shared Data plans from Orange FAMILY OFFER: Every family is different but building a tailored offer has never been easier

New product pillars: reflection of new brand positioningKey take outs

Better deals for families. Multiple users - multiple services.

Voice & Data - more for more for a single userShared data on all your devices. One user - multiple devicesOrange Me & Orange NetOrange ShareOrange Family L I S T E N R E S P O N D

#Interne Orange

#Interne Orange

External battery a gift as power is essential

For every 4G smartphone acquisition, a free external battery

The battery can be replaced with a charged one in every Orange Shop

Orange Thank You

#Interne OrangeInstallments: new benefits for existing customerseasier access to better smartphones

Target: who will benefit of it?Product: what will clients buy?Place: where is available?Payment? Existing consumer and business customersDevices, modems and accessories for contract prolongations or new subscriptions (fleet increase ) in 6,12 or 24 months installments3 selected devices for PostPay2PrePay dedicatedAll Post-Pay channels (direct, indirect and online)Easy payment - on the Orange service invoiceI have a good relationship with Orange and I would rather pay to Orange than to a bank. Advantages: convenient, fast, efficient, without third parties, trustful. Installments are a good idea considering that technology is evolving really fast and for the customers is better to buy the device directly from the service provider

Orange Thank YouWhy?Easier access to better smartphones

#Interne OrangeFresh and modern loyalty program based on 3 objectives

Reward digital actions

Introduce emotional elements

Replace irrelevant benefits

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Orange Thank You

#Interne Orange

Introduce emotional elements

Replace irrelevant benefits

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1 Orange Thank You point per each digital behaviorCreate My Account Online purchaseBill payment PrePay recharge by PostPayFresh and modern loyalty program based on 3 objectivesReward digital actions

Orange Thank You

#Interne Orange

Reward digital actions

Replace irrelevant benefits

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Birthday celebration - choose favorite benefitsFresh and modern loyalty program based on 3 objectivesIntroduce emotional elements

Orange Thank You

#Interne Orange

Reward digital actions

Introduce emotional elements

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Simplify Orange Thank You concept & add relevance for the customer

Fresh and modern loyalty program based on 3 objectivesReplace irrelevant benefits

Orange Thank You

#Interne Orange

A new all responsive www.orange.ro Fully responsive designscaling from mobile to tablet to desktop

All new created offers are present

Dual navigation strategy

#Interne Orange

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Change resultsVery well accepted by sales force and customers

Positive impact on volumes, especially on data services

Positive impact on overall revenues

Good adoption of Orange PRO, Orange Share and Orange Family plans

Excellent adoption of installments and good customer and channel feedbackSome systems issues immediately after launch quickly fixed

Some cannibalization among plans quickly identified and fixed

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#Interne OrangeLearnings and recommendations Carefully plan your project. Research it well

Appoint a project manager otherwise you stand high chances of getting lost along the way

Be clear on what you want from the brand reshape up front if youre not clear about the objectives then dont do it

Engage the organization. Bring people on board

If youre late reduce scope of work. Think about what is an absolute MUST and what can be skipped for now and done later

Set a clear date for launch. Dont delay as if you do you will never launch it.

#Interne OrangeThank youI am listening13 November 2015

#Orange Restricted