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Marketing & communication ema region
1. Marketing & communication ema region
Varvara astakhovaMarketing &
communication
ema region
2. Introduction
BornInternship in Cluj
Napoca University
Financial
Corporation
Scania in Russia
Scania CV AB, EMA
1986
2010
2012-2013
2015
2021
2004-2011
2008 – 2012
2013-2015
2018
People’s Friendship
University
British consulting
company EPC, Ltd.
Volkswagen Group
(SEAT)
Benchmarking in Scania
Latin America
14 years in M&C
10 years in automotive
10 years of management
experience
7 years in Scania
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3. Structure
MarketsRegional Marketing Heads
EU (3)
EMA
AOR
LA
Regional Management
Teams
Communication
Department
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4. Purpose of regional M&C function
Purpose of regional M&C function• Analyze and systemize information from markets
• Act as first point of contact for markets, guide and ensure prompt answer
• Create wider and deeper understanding of local challenges
• Transmit insights from the markets to central level
• Create transparency and opportunities between markets
• Identify markets’ demands as priority and coordinate regional and central recourses to
find needed support in CV AB
• Host regular working meetings to collect & priorities support as well as give updates
about ongoing activities
24 November 2016
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5. Current split 30/70%. Scope of work
30%Regional
Marketing
Manager, EMA
Daily assistance
Experience exchange
BIGs & meetings
Sales & Service BIGs
Regional meetings
EMA in Communications
Assessment & piloting
Marketing Tool
Projects
Budget
70%
Head of marketing
& brand strategy,
SRU
• 2nd largest market in 2021
• 50-80% penetration rate of services
• Commercial
• Service
• Finance (since 2019)
• Sustainability
• Complex sales
• Retail marketing. 97 Dealers
• 7 people in the Team
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6. Current split 30/70%. Scope of work
First stepsREGION
• Handover marketing projects
(Marketing Tool, part of Virtual
Selling)
• Driving bundling of Sales &
Service & Marketing integration in Sales & Service
BIGs
• Coordinating TCO in
cooperation with Sales
MARKETS
• Intro, daily support
• BIG
COMMUNICATION
• Bi-weekly Regional Management
forum, representing EMA
• Identifying needs
• CMC meetings
• SEO training
• Annual budget & plans
• Project development forums
(DAM, digital events platform, IAA
etc.)
• Guidelines in SUPER launch
based on regional specific
• Central support for service
materials
• EMA to pilot central projects
• Part of Marketing Tool project
Team
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7. First steps
First results8. First results
Meeting structureYearly
Markets
offline BIG
GCC
Region
C-D
Quarterly
Monthly
Bi-Weekly
On demand
each BU
BIG
CMM
CMC
CM-EMA
practical matters, experience
exchange, help
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9. Meeting structure
YearlyGCC – Global
Communications
Conference
and connected to it
offline EMA meeting
Offline meeting of
the Group
25 November 2021
Quarterly
BIG – Business
Improvement groups presence of CDepartment,
Sustainability and
regional functions as
sales and services
Meetings between
Region and each
Business Unit
EMA / Marketing & Communications
Monthly
C Monthly
MI reference groups
(Novali, Stuart, Prime, …)
MI market meetings
(Novali, Stuart, Prime, …)
Bi-weekly
Regional Management
CM-EMA meetings to
raise up questions and
demands for support
On demand
Meetings, connected to
practical / urgent
questions, experience
exchange, help within
our region:
Digital
Sustainability
Communications
Special Projects
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10. Meeting structure
Some achievements• Lead capture: WEB upgrade, forms integration
• Trust Content diversity: tour
• Brand premium image: SUPER
24 November 2016
Info class internal Department / Name / Subject
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11. Meeting structure
Ongoing activities• Marketing Tool: product offering,
competitor comparison, TCO
• Benchmarking sessions between
markets (Touring, Service)
• Piloting central projects
• Experience/ materials exchange
• Service Communications
• Virtual selling experience exchange
• Regional content tour
• Budget allocation of the markets
• EMA sustainability regional strategy
• Regular meetings per meeting structure
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12. Some achievements
Marketing Tool• Created market working group for active
participation in developing
• Markets influence functionality
• Organized regular update for the Region with
intermediate tool presentation
• Representing EMA interest in expert PM group
• Created an expert group from Sales and
Marketing to develop Tool functionality, where
South Afrika is a part of TCO project Group
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13. Ongoing activities
PilotingSouth Afrika is a part of working
group for TCO in Marketing Tool
Kenia is piloting DAM Brand new online storage
and material exchange
platform
3 EMA markets were interviewed
for developing digital event
platform
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14. Marketing Tool
Service materialsCentral support from C
• Regional need identified (markets, region)
• Forum involving Regional Service Head, C and markets
• European region experience delivery to EMA
Market’s experience exchange
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15. Piloting
Regional content tour• Lack of diverse content in central sources identified
• Markets are looking for local content to build trust
among target audience though visual communication
• Hight cost of local content production by each market +
strict technical requirements from C
• Experience from Latin Amerika as basis for negotiation
• Preliminary timing – autumn 2022
• Objects: People, workshop, vehicles in operations &
local conditions
• To be used: SoMe, POSM, WEB, exhibitions, brand
decoration etc.
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16. Service materials
Sustainability regional strategy• Special approach to communicate sustainability
in developing economics is required
• Communications & Sustainability CV AB
engaged
• Image, Commercial and Government aspects
• Different sides of sustainability (human rights,
fuel efficiency, driver safety etc.) in brief
• Argumentation of emission level Euro+
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17. Regional content tour
Budget allocation• Annual budgets are not tracked and
analyzed
Outcome of analyze
• No recommended % from the total revenue
or number of sales
• Accidental budget creation
• None of the Marketeers work strategically
with SFO
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18. Sustainability regional strategy
MI Stuart, non E-6 marketsCoordination launch in EMA
Innovative image of Scania at non-E6 markets
Future Customer target audience
Global news spread fast, it’s important to inform our local Customers about what’s happening in
Scania globally
SUA
SMA
SME
SEA
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19. Budget allocation
AEM global update• Switched to a new version of the platform within global project
• Integration of leadgeneration forms
• Showroom / configurator implementation
• Accidental budget creation
• None of the Marketeers work strategically with SFO
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20. MI Stuart, non E-6 markets
Potential21. AEM global update
Potential• Increasing traffic generation to WEB , configurator in full power to achieve better
leadgeneration
• Promo and integration of financial services
• Internal communication: Scania World & Employer branding (content generation, team
gathering, spirit, internal business-oriented competition etc)
• CRM Marketing Module implementation, experience exchange best practice of usage,
implementation, integration with sales and marketing module
• Integration of marketing in retail projects
• Regional demo fleet to support local events
• SoMe strategy to increase ER
Look after non-captives: Turkey, Algeria, Egypt, Sudan, Israel
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