Aurélie Correia Joaquim Teixeira Laura Aho Marcela Simões Valeria Serbina

Alina Sprengele Greta Levickyte Guillaume Tlalka Mihaela Popescu Thomas Tibbaut

TEAM 5

Leading the way in worldwide security

JOENSUU, 2013

Eila Maatta

José Luís Martins

Vitor Ferreira

Introduction

Abloy Oy is the global leader in door opening solutions, dedicating

to satisfying end-user needs for security, safety convenience ASSA

ABLOY is the master brand and ABLOY is the power brand.

http://www.youtube.com/watch?v=aYlUQZFying

CASE A

ABLOY’s Marketing StrategyABLOY’s Marketing Strategy

How Abloy takes care of the satisfaction of ageing customers?

How could social media be utilized:

- in gathering customer expectations?

- in marketing to the ageing people?

SOSTAC strategy framework

SITUATION ANALYSIS

“Global brand that offers peace of mind by providing unique,

innovative and complete locking solutions”

(Abloy’s brand mission)

One of the Abloy’s major focus are the customers needs.

In order to collect relevant information about them, the company appeals to

their retailers and partners who do personal selling and collect the information

needed. It is known as B2B marketing – Business to Business marketing.

Mobile Showroom

Mobile Showroom that brings products and solutions right to the

customer’s doorsteps.

OBJECTIVES

Understand:

How Abloy takes care of satisfaction of ageing satisfaction of ageing costumers

How can social media social media be used to gather customer’s

expectations and do marketing to the ageing people

WhyWhy direct marketing?

Advantages:

Changes in society have made consumers more receptive to direct-marketing

Allows marketers to be very selective and target specific segments of

customers

Messages can be customized

Effectiveness easier to measure

STRATEGY

Indirect marketing options: Indirect marketing options:

Innovative, attractive and updated newsletter referring to their

products and sales promotions

Create a group/profile/page in social networks, to publish the

company, their products and potential important events etc.

TACTICS

Direct marketing options:Direct marketing options:

Advertising on business-to-consumer

Outdoors publicity

Interactive / Internet marketing such as web-shop

TACTICS

ACTIONS/CONTROL

Indirect marketing options:

Newsletter

Facebook page

Direct marketing options:

Advertising on business-to-consumer

Outdoors publicity

Web-shop

CONCLUSION

ElderlyElderly people are increasingly using more new technologiesnew technologies such as

social networks.

The majority of them offer possibilities to the communication communication between

the company and its customers.

As a large target group, seniors are looking for easy-to-use products

and solutions that bring safety and security in their lives and maybe

give them chance to live in their homes longer.

ABLOY´s products

The key “ABLOY CONTROL+” (4 in 1)

Door automaticsDoor closers

Fire door closing systems

Door handles and door pulls

Mul-T-Lock

An example of a successful company who use the social media to

publicize its products.

It is a company that is fully owned by ASSA ABLOY.

It is a worldwide leader in developing, manufacturing and marketing

High Security products for institutional, commercial, industrial,

residential and automotive applications.

CASE B

ABLOY’s plan for tacit knowledge transferABLOY’s plan for tacit knowledge transfer

How to retain the tacit knowledge of ageing employees?

Current situation :

- listing of employees and their skills

Our project :

- improve the transfer between youngers and elders

Problem

Tacit knowledge is a more value for a company

Loss of tacit knowledge with retirement

Need for exchange between young and ageing workers

- How to transfer ?

Community of practice

Implementation of the community

Step 1 : enquire -> identifying

Step 2 : design -> defining

Step 3 : prototype -> piloting

Step 4 : launch -> expanding

Step 5 : grow -> engaging

Step 6 : sustain -> cultivating

Complete plan

ABLOY Osaamisen verkkoympäristö

Storing OnlineConcrete/physical

meeting

Relations

Incentives and motivation tools

Communication plan

Storing

Return of experience (ROE)

Tree of causes

Online

Why analysis

Concrete/physical meetings

Problem analysis

Lessons

Mentoring

Weekly/monthly meetings based on ROE

Relations

Mentoring : improving the relations

Favoring the exchange in informal communication channels

Incentives

Recognition system

Specific compensation plan

- belongs to the company

Improving the sense of belonging

Communication

Effective communication plan

Combination of several tools adapted to ABLOY’s situation

Feasibility depending on different factors

Thank you for your attention !