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

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Page 1: Zilele Biz 2015 - Media & Marketing -  Stjepan Udovicic, Orange Romania

1 Orange Restricted

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

13 November 2015

Page 2: Zilele Biz 2015 - Media & Marketing -  Stjepan Udovicic, Orange Romania

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 objectives

“There 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 network”

“This 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.”

Page 3: Zilele Biz 2015 - Media & Marketing -  Stjepan Udovicic, Orange Romania

Why we needed a change?Products and services needed to evolve

internally driven objectives

1234

Design more contemporary set of products and services

Simplify product offerings

Accommodate smartphones in all plans

Get closer to segment needs: multi-device/multi-person; small business

Change the website into all-responsive format 5

Page 4: Zilele Biz 2015 - Media & Marketing -  Stjepan Udovicic, Orange Romania

Why we needed a change?New brand architecture required new substance

Always in touch to connect what’s essential in your lifeBy listening and responding…

What?

How?

RESPONDLISTEN

Page 5: Zilele Biz 2015 - Media & Marketing -  Stjepan Udovicic, Orange Romania

Ora

nge

Me

Ora

nge

Net

Ora

nge

Shar

e

Ora

nge

Fam

ilyO

rang

e Th

ank

You

Orange NetThe new data portfolioOrange ShareConnected voice and data proposition

Orange FamilyThe best family combinationOrange Thank YouThe new reward program

So, what did we change?

InstallmentsThe new payment option

Orange Me The new voice portfolio for acquisition

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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 user

Shared data on all your devices. One user - multiple

devices

Orange ‘Me’ & Orange ‘Net’

‘Orange Share’

‘Orange Family’

L I S T E N

R E S P O N D

Page 7: Zilele Biz 2015 - Media & Marketing -  Stjepan Udovicic, Orange Romania
Page 8: Zilele Biz 2015 - Media & Marketing -  Stjepan Udovicic, Orange Romania

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

Ora

nge

Than

k Yo

u

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Installments: 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 customers• Devices, modems and accessories for

contract prolongations or new subscriptions (fleet increase ) in 6,12 or 24 months installments

• 3 selected devices for PostPay2PrePay dedicated

• All Post-Pay channels (direct, indirect and online)

• Easy payment - on the Orange service invoice

«I 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“

Ora

nge

Than

k Yo

u

Why? • Easier access to better smartphones

Page 10: Zilele Biz 2015 - Media & Marketing -  Stjepan Udovicic, Orange Romania

Fresh and modern loyalty program based on 3 objectives

Reward digital actions

Introduce “emotional”

elements

Replace irrelevant benefits

2 31

Ora

nge

Than

k Yo

u

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Introduce “emotional”

elements

Replace irrelevant benefits

2 31

1 Orange Thank You point per each digital behavior

Create My Account

Online purchase Bill payment PrePay recharge

by PostPay

Fresh and modern loyalty program based on 3 objectives

Reward digital actions

Ora

nge

Than

k Yo

u

Page 12: Zilele Biz 2015 - Media & Marketing -  Stjepan Udovicic, Orange Romania

Reward digital actions

Replace irrelevant benefits

2 31

Birthday celebration - choose favorite benefits

Fresh and modern loyalty program based on 3 objectives

Introduce “emotional”

elements

Ora

nge

Than

k Yo

u

Page 13: Zilele Biz 2015 - Media & Marketing -  Stjepan Udovicic, Orange Romania

Reward digital actions

Introduce “emotional”

elements

2 31

Simplify Orange Thank You concept & add relevance for the

customer

Fresh and modern loyalty program based on 3 objectives

Replace irrelevant benefits

Ora

nge

Than

k Yo

u

Page 14: Zilele Biz 2015 - Media & Marketing -  Stjepan Udovicic, Orange Romania

14 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

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15 Interne Orange

+

Change results

Very 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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16 Interne Orange

Learnings 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 you’re not clear about the objectives then don’t do it

Engage the organization. Bring people on board

If you’re 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. Don’t delay as if you do you will never launch it.

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17 Orange Restricted

Thank you

I am listening

13 November 2015