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.

CASE A ABLOY’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: satisfaction of ageing How Abloy takes care of satisfaction of ageing costumers social media How can social media be used to gather customer’s expectations and do marketing to the ageing people

Why Why 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: 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: 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 Elderlynew technologies Elderly people are increasingly using more new technologies such as social networks. communication The majority of them offer possibilities to the 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 automatics Door 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 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 ABLOY Osaamisen verkkoympäristö On-line storing Incentives Communication relations Concrete meetings

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 StoringOnline Concrete/physical meeting Relations Incentives and motivation tools Communication plan

Storing Return of experience (ROE) Tree of causes

Online Forum, online discussion  Advantages : - knowledge transfer - loyalty of employees - motivation  Disadvantages: - permanent control - management of access authorizations Access for ancient workers in retirement

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 !