1 Orange Restricted
OrangeThe “Why”, “How” and “When” for brand evolutionStjepan UDOVICIC, Marketing Director
13 November 2015
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.”
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
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
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
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
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
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
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
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
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
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
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
15 Interne Orange
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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
-
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.
17 Orange Restricted
Thank you
I am listening
13 November 2015
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