Organizational Structure Running A Successful Business
Itameren maiden valloitus - kuinka se onnistui - Jari-Pekka Rautamaa b9
1. Menesty Skandinavian kuluttajamarkkinoilla Itämeren maiden valloitus – kuinka se onnistui Itämeren maiden valloitus – k Helsinki 20.9.2011 B9 HELSINKI OY Lönnrotin puistikko 5 A, 00120 Helsinki, Finland WWW.B9NETWORK.COM
3. BACKGROUNDMARKET AND COMPETITION Marketing communications agencies fall roughly into two groups: 1) big international chains like Publicis, Interpublic, Omnicom, WPP, Aegis, Havas 2) small, local agencies mainly covering just one market area The biggest growth in the industry is, in line with economic growth, in Asia, China, India and Russia. The developed economies are stable and growth of the market size is limited, mainly shifts between channels. Besides, all international agencies suffer from true commitment to networked accounts; objectives, metrics, possible ownerships etc. They are limited to one market area, hence not promoting and advancing co-operation between countries. No player sees the Greater Baltic Sea region as one market area, but international companies operate there with as many as four market areas (Nordic, Baltic, Russia, ex-communist countries or Central and Eastern Europe). 19 September 2011 Confidential
4. BACKGROUNDCUSTOMER NEEDS AND PURCHASE BEHAVIOUR One of five Finnish Top 500 companies state the Baltic Sea region as their home or primary market. In Sweden the proportion is even greater and players have a more prominent role in international marketing. Cost efficiency, building a uniform brand and commitment to improvement of internal processes are the drivers to transformations seeking more uniform operational models in all market areas. It is clear that also marketing will be centralised at some later stage; technological solutions favour this and sometimes even present a prerequisite. All corporations have parts of marketing communications that should be centralised. Also consumer purchase behaviour harmonises rapidly with the internationalisation of retail. The cycle of bringing new innovations to all markets is faster and requires a new kind of model. 19 September 2011 Confidential
6. B9 MISSION AND VISION Mission To be the leading marketing communications service provider in Northern and Eastern Europe. Vision To provide the best business model by combining a centralised and local action plan serving the clients’ needs. 19 September 2011
7. B9 STRUCTURE * Established and existing company 19 September 2011 B9 Helsinki* B9 Group Jukka Järvinen
23. 19 September 2011 Moscow St. Petersburg B9 ST PETERSBURG Nevskii prospect building 1/4 191186 St Petersburg Russia B9 MOSCOW 4th Syromyatnicheskiy Pereulok 1/8 bld. 6 Moscow 105120 Russia
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25. TWIGA was established 1993; 16 years of experience in creative strategies and design. TWIGA in St. Petersburg since 2010.
55. 19 September 2011 Stockholm B9 STOCKHOLM Kungsgatan 29 4th Floor 111 56 Stockholm Sweden
56. 19 September 2011 Helsinki B9 HELSINKI OY Lönnrotin puistikko 5 A 00120 Helsinki Finland
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58. References: Arla Milk, Semper Babyfood, SCA Hygiene, Cederroth / Sana Intimate Soap, Parelle – Swedish Beaty Shop Concept, Hardy´s Wine Company, Gore Bike Wear & Gore Running Wear
59. Several awards at Swedish and International Advertising Competitions19 September 2011
62. LOCAL WORKING MODEL Client Helsinki i Local client Local client Local client Local client Local client Local client Helsinki Stockholm Warsaw Tallinn Kiev St. Petersburg + Moscow 19 September 2011
63. 19 September 2011 EXAMPLES OF LOCAL CASES Moscow St. Petersburg Client/brand: Atria PIT-PRODUCT Client/brand: Atria CampoMos
64. CENTRALIZED WORKING MODEL Local client St. Petersburg Client Local client Kiev Helsinki Local client Moscow Stockholm Local client Warsaw Tallinnn Local clientt Local clientt 19 September 2011
66. 19 September 2011 EXAMPLES OF THE EMPLOYER IMAGE CONCEPT Lithuania Sweden Poland Latvia
67. INTERNATIONAL TEAM WORKING MODEL Local client B9 Helsinki International team Local client B9 Moscow + St. Petersburg Local client B9 Kiev Client Local client B9 Stockholm Local client B9 Warsaw Local client B9 Tallinn 19 September 2011
68. INTERNATIONAL TEAM WORKING MODEL Local client B9 Helsinki International team Local client B9 Moscow + St. Petersburg Local client B9 Kiev Client Local client B9 Stockholm Local client B9 Warsaw Local client B9 Tallinn 19 September 2011 (Example)
78. Strenghts of B9 Network Closeness and power of co-operation. One guiding star, the success of our client. From the local team to the Baltic Sea team. 19 September 2011
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81. When you start to do changes, collect all marketing material on one table from all markets - it opens everyone's eyes
82. Build good relationship between your own organization and main partners - let them know each other
83. Build your own dictionary to get full understanding of communication
84. Take key persons with to the process from the beginning and train them to understand overall meaning of marketing for the company/brand
88. Kiitos.Tack. Спасибі. Takk. Cпасибо. Aitäh. Paldies. Tak. Dzięki. Ačiū. Thankyou. 19 September 2011 B9 GROUP OY Lönnrotin puistikko 5 A, 00120 Helsinki, Finland