corporate marketing GaĂŤtan Bachelet / Corporate Marketing Director
Understanding our customers needs and pains ü Measure their satisfaction ü Differentiate from our competitors
HOW TO SUPPORT THE DELIVERY OF OUR COMPANY’S VISION?
Building powerful customer value proposition supported by ambitious products & services
To be THE THE MOST PRESTIGIOUS company in the industry
delivering premium solutions to the world’s most important mining regions
Developing our brands to serve our business ambitions and create a strong sense of belonging
Ensuring our global consistency facing global premium customers
CUSTOMER VALUE PROPOSITION & OFFER TOMARKET
MARKET INTELLIGENCE CREATING A NEW
CORPORATE MARKETING SUPPORTING BUSINESS UNITS
COMMUNICATION
MARKETING & SALES PROCESSES
mArketing intelligence Supporting Business Units to set up the right models & tools
VOICE OF THE CUSTOMER
CUSTOMER JOURNEY
CUSTOMER SATISFACTION Net Promoter Score
COMPETITION WATCH
customer value proposition & offer to market Turning customer insight knowledge into provable value proposition
CUSTOMER CENTRIC VALUE STATEMENT
MINIMAL VIABLE PRODUCT WITH VALUE SIMULATOR
communicAtion More local than global
communicAtion A fantastic oportunity to seize in 2020
100th ANIVERSARY
communicAtion Strenghtening our brand fundamentals
BRAND POSITIONING
BRAND ARCHITECTURE
COMMUNICATION STRATEGY
mArketing & sales processes Ensuring global consistency facing global customers
Market intelligence
Customer value proposition & offer to market
Voice of the Customer model / Insight collection: blend existing processes à Sep 19
Value proposition and associated offer per segment à Dec 19
Customer journey mapping
Update and deployment of EVS à Dec 19
Customer Satisfaction Survey à Dec 19 Online customer “pulse” à model May 19 Competition analysis
Communication Corporate brand platform Corporate brand architecture Brand visual identity rules & fine tuning à Sept 19
SOME KEY DELIVERABLES
supporting business units while ensuring our global consistency
Marketing & sales processes Tender coordination, calendar & pricing monitoring à June 19 Global key account management à Sept 19
Customer experience steering committee per BU à June 19 Product planning à Oct 19 Claim process
corporate marketing Supportive & cooperative mindset
corporate marketing GaĂŤtan Bachelet / Corporate Marketing Director