1. REGIONAL MANAGER CEE/A:
SWAROVSKI MARKUS BELINA
Markus
Belina
for
Swarovski
-­‐
Vienna,
02.11.11
BELINA_021111

2. Today‘s Agenda
Part
1:
A
short
introduc@on
Part
2:
Define
a
distribu@on
model/plan
for
Croa@a
Part
3:
Why
am
I
the
perfect
candidate
for
the
posi@on
of
Regional
Manager
CEE/A
BELINA_021111

3. A Short Introduction
Introducing
Markus
Belina
• Born
in
1973
• More
than
10
years
of
marke@ng,
sales
communica@ons
experience
• Current
employer:
Wunderman
PXP,
a
YR
brand
• Looking
for
a
new
challenge
• Infamous
for
long
introduc@ons
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4. CRO Distribution Model
Agenda
1. Croa@a:
A
fact-­‐finding
mission
2. Swarovski’s
Croa@an
status
quo
3. Objec@ves,
analysis
evalua@on
4. End
ac@on
1:
Geodata
analysis
5. End
ac@on
2:
Loyalty
programs
6. End
ac@on
3:
Regionality
7. End
ac@on
4:
Poten@al
loca@ons
8. End
ac@on
5:
New
Partners
9. Conclusion
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5. Croatia: A Fact-Finding Mission
Facts
figures
Purchase
power
overview
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6. Facts Figures
General
rates
and
numbers
for
Croa@a
Source:
CIA
World
Factbook
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7. Purchase Power in Croatia

8. Swarovski‘s Status Quo in Croatia
Overview
over
current
bou@ques
and
partners
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9. Swarovski Crystal - Boutique Finder: results 01.11.11 08
Status Quo
Swarovski
Bou@ques
Boutique Phone Address
Product
category
in
Croa@a
De Tempore D.O.O. WOS Zagreb Bogovicewa 10000
downtown 38514814098 Zagreb
Partner Boutique Croatia
De Tempore DOO WOS Shopping Center City Center 10000
One Zagreb
Partner Boutique Croatia
Source:
www.swarovski.com
51000
De Tempore d.o.o.
Rijeka
Partner Boutique
Croatia
De Tempore d.o.o. 21000 Split
Partner Boutique Croatia
10298
De Tempore d.o.o. Shoppingcity Westgate Donja
Partner Boutique Bistra
Croatia
23000
Vitriaria D.o.o.
Zadar
Partner Boutique
Croatia
10000
Vitriaria d.o.o.
Zagreb
Partner Boutique
Croatia
De Tempore/Karin suveniri doo DUBROVNIK 20000
downtown Multibrand 385912790980 Dubrovnik
Authorized retailer Croatia
23000
Vitriaria d.o.o.
385915558446 Zadar
BELINA_021111 Authorized retailer
Croatia

10. Objectives, Analysis Evaluation
Re-­‐define
all
relevant
objec@ves
Set
up
a
partner
survey
Evaluate
results
define
end
ac@ons
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11. (Re)define Objectives
(Re)define
all
relevant
objec@ves
(set
up
before
having
entered
the
Croa@an
market)
• Sales
objec@ves:
ROI,
turnover,
gross
profit
etc.
• Coopera@on
objec@ves:
Number
of
distribu@on
partners,
Swarovski
bou@ques/corners
etc.
• Organiza@onal
objec@ves:
number
of
employees
partners,
sales
competence
trainings,
product
trainings,
partner
sa@sfac@on
loyalty
etc.
• Compare
these
objec@ves
to
current
business
situa@on
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12. Partner Survey
Set
up
a
partner
survey
that
depicts
the
current
situa@on
• Compare
and
evaluate
bou@ques
concerning
turnover,
gross
profit,
consumer
loyalty,
marke@ng
ac@vi@es
etc.
• Interview
partners
concerning
their
feedback
on
Swarosvski’s
support
in
terms
of
business
advice,
marke@ng
ac@vi@es
etc.
• Learn
about
partners‘
feedback
on
products,
consumer’s
feedback
on
products
and/or
desired
items
and
gather
inputs
on
future
collec@ons
(special
collec@on
available
only
in
Croa@a?)
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13. Evaluate Results/Define End Actions
NOTE:
The
following
end
ac@ons
have
to
be
seen
as
recommenda@ons
based
on
the
author’s
current
status
of
informa@on
on
and/or
knowledge
of
Swarovski’s
partner
rela@onships
and
the
Croa@an
market
EA
=
End
AcAon
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14. EA 1: Geodata Analysis
Perform
geodata
analysis
focussing
on
regions
with
high
purchase
power
index
and/or
tourism
density
and
implement
the
results
for
further
ac@vi@es
such
as
•
Iden@fica@on
of
addi@onal
loca@ons
•
Marke@ng
and
promo@onal
inputs
for
partners
•
Direct
marke@ng
planning
etc.
Example:
Hamburg
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15. EA 1: Geodata Analysis
Example
Hamburg:
Analysis
performed
for
Austrian
manufacturer
and
retailer
Source:
GfK
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16. EA 1: Geodata Analysis
Example
Hamburg:
Analysis
performed
for
Austrian
manufacturer
and
retailer
Source:
GfK
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17. EA 2: Loyalty Programs
Develop
implement
partner
loyalty
programs
• Set
up
mee@ngs
with
partners
on
a
regular
(monthly)
basis,
offer
them
a
strong
support
on
all
business-­‐
relevant
issues
• Grant
all
partners
immediate
free
SCS
membership
• Set
up
a
„Swarovski
Partner
Hotline“
for
problems/
challenges/issues
of
any
kind
• Develop
a
regional
partner
compe@@on:
Partners
develop
ideas
for
marke@ng
ini@a@ves
and/or
regional
ac@vi@es
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18. EA 2: Loyalty Programs
Swarovski
Partner
compe@@on
• Partners
develop
ideas
for
marke@ng
ini@a@ves
and/or
regional
ac@vi@es
based
on
local
fes@vals
events
• Swarovski
sets
up
a
jury
consis@ng
of
local
adver@sing/
marke@ng/event
experts
and
journalists
that
picks
the
winner
• Swarovski
supports
the
winner’s
local
campaign
both
financially
and
organiza@onwise
• Swarowski
also
produces
a
very
limited
special
collec@on/
product
for
the
winner
s/he
can
give/sell
to
loyal
customers
BELINA_021111

19. EA 2: Loyalty Programs
Swarovski
Partner
compe@@on:
Benefits
• Partners
develop
their
own
campaigns
(under
Swarovski
supervision
to
s@ck
to
brand
guidelines)
• Journalists
and
media
experts
in
the
jury
create
local
online
buzz
and
guarantee
free
press
coverage
• Concepts
and
ideas
could
also
be
used
for
other
regions
and/or
countries
BELINA_021111

20. EA 3: Enhance Regionality
Focus
on
regional
specifics,
developments,
trends
etc.
and
cooperate
with
prominent
and
credible
locals
(designers,
musicians
etc.)
• Deliver
inputs
and
concepts
for
local
marke@ng
ac@vi@es
based
on
local
experience,
know-­‐how
and
exper@se
• Focus
on
social
media
ac@vi@es
(Facebook)
• Develop
coops
with
local
designers
and
ini@a@ves
(CRO
Á
PORTER,
local
designers)
• Develop
event
ideas
for
partners
offer
support
for
implementa@on
–
e.g.
Swarovski
Fashion
Week
2012
BELINA_021111

21. EA 3: Enhance Regionality
Focus
on
social
media
ac@vi@es:
Facebook
Users
in
Croa@a
Source:
socialbakers.com
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22. EA 3: Enhance Regionality
Focus
on
social
media
ac@vi@es:
Facebook
Users
in
Croa@a
Source:
socialbakers.com
BELINA_021111

23. EA 3: Enhance Regionality
Focus
on
social
media
ac@vi@es:
Croa@an
Fansite
• Set
up
a
Croa@an
Swarovski
Facebook
Fansite
• Communicate
current
and
upcoming
ac@vi@es
promo@ons
• Generate
fans
by
gran@ng
special
offers
(limited
Facebook
edi@ons,
discounts,
special
edi@ons
for
Croa@a:
Croa@an
flag
as
keyring
etc.)
• Use
Facebook
fansite
to
promote
upcoming
events
and
put
fans
on
special
guest
list
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24. EA 3: Enhance Regionality
Swarovski
Fashion
Week
• Choose
prominent
local
designers
that
are
willing
to
cooperate
–
e.g.
Ines
Zrnc
Gregorina
or
Ma@ja
Vuic
• Set
up
a
series
of
local
fashion
shows
(summer
holiday
season)
including
special
local
DJ
gigs
focussing
on
Zagreb
coastal
region
• Invite
local
partners
and
make
them
promote
the
event
series
in
their
bou@ques
organize
side
events
BELINA_021111

25. EA 3: Enhance Regionality
Swarovski
Fashion
Week:
Gregorina
(1,2),
Vuic
(3)
1 2 3

26. EA 3: Enhance Regionality
Swarovski
Fashion
Week:
Benefits
• Make
the
brand
Swarovski
cool,
credible
and
popular
throughout
the
country
• Include
exis@ng
partners
and
give
them
the
opportunity
to
par@cipate
and
increase
their
sales
• Invite
poten@al
partners
and
convince
them
of
the
advantages
of
a
partnership
with
Swarovski
BELINA_021111

27. EA 4: Identify New Locations
Iden@fy
addi@onal
loca@ons
for
Swarovski
bou@ques
based
on
geodata
survey
results
and
local
exper@se
• Croa@an
airports
• Wellness
spa
centers
(e.g.
Falkensteiner
Hotels)
• High-­‐class/design
hotels
(Swarovski
presence
in
lobbies)
• Coastal
region
(Istria,
Dalma@a):
Addi@onal
number
of
shops
in
most
frequented
tourist
regions
based
on
geodata
results
BELINA_021111

28. EA 4: Identify New Locations
Show
presence
on
Croa@an
airports
• Profit
from
ideal
consumer
touchpoints
• Reach
both
local
(Croa@an)
and
foreign
travellers
• Depending
on
the
available
space,
decide
on
whether
to
place
a
Swarovski
corner
or
shop
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29. EA 4: Identify New Locations
Example
Zagreb
Airport:
Sta@s@cs
Source:
Zagreb
Airport
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30. EA 4: Identify New Locations
Show
presence
in
high-­‐class
hotels
• Profit
from
ideal
consumer
touchpoints
• Reach
both
local
(Croa@an)
and
foreign
travellers
• Reach
the
customers
before
compe@tors
do
(e.g.
Zlatatarna
Križek‘s
jewelry
can
be
bought
in
gis
shops
in
selected
5-­‐star
hotels)
BELINA_021111

31. EA 5: Generate New Partners
Iden@fy
and
generate
new
distribu@on
partners
• Show
presence
on
relevant
B2B
trade
fairs
• Iden@fy
and
contact
poten@al
partners
via
direct
marke@ng
ac@vi@es
• Iden@fy
regional
retail
compe@tors
(retail
shops)
turn
them
into
Swarovski
partners!
• Use
exis@ng
partners
to
demonstrate
strong
partnership
utmost
sa@sfac@on
–
let
them
create
a
buzz
• Provide
poten@al
partners
with
sugges@ons
for
poten@al
loca@ons
based
on
geodata
survey
results
(USP!)
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32. EA 5: Generate New Partners
Trade
fairs:
Beauty
Days
Zagreb
• Interna@onal
fair
for
cosme@cs
and
personal
care
that
auracts
professionals
from
the
cosme@c
branch,
manufacturers,
traders,
buyers
etc.
and
all
those
taking
care
of
beauty
and
health
in
general.
• Date:
02.03.2012
-­‐
04.03.2012
• Audience:
Professional
visitors
and
general
public
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33. EA 5: Generate New Partners
Trade
fairs:
Zagreb
Auto
Show
• Interna@onal
exhibi@on
of
automobiles,
motorcycles
and
the
suppor@ng
industry
including
premiere
shows
of
new
models,
concept
vehicles,
top-­‐design
exhibi@on
spaces,
daily
entertainment
programmes
etc.
• Date:
22.03.2012
-­‐
01.04.2012
• Audience:
professional
visitors
and
general
public
BELINA_021111

34. EA 5: Generate New Partners
Trade
fairs:
Zagreb
Interna@onal
Autumn
Fair
• Central
economic
event,
bringing
together
interna@onal
economists,
exhibitors,
businessmen,
experts,
scien@sts,
visitors
and
media
representa@ves.
It
consists
of
several
specialized
fairs:
Group
Exhibi@ons
Of
Foreign
Countries,
Energe@cs,
Contech,
ARCA,
EMAT,
Interprotex,
Transport
and
Logis@cs,
Crass,
INGA
and
Eko-­‐Etno
Croa@a.
• Audience:
professional
visitors
and
general
public
BELINA_021111

35. EA 5: Generate New Partners
Iden@fy
and
contact
poten@al
partners
via
direct
marke@ng
ac@vi@es:
See
how
your
Swarovski
bouAque
could
look
like!
• Contact
poten@al
partners
via
an
augmented
mailing
• Target
group
receives
a
mailing
including
a
customized
crystallized
webcam
and
number
of
mobile
tags
–
depending
on
the
poten@al
size/space
of
their
bou@que
• Recipient
opens
communicated
URL
and
focuses
webcam
on
mobile
tag
that
fits
the
desired
space
• Website
shows
recipient‘s
own
virtual
Swarovski
bou@que!
BELINA_021111

36. EA 5: Generate New Partners
See
how
your
Swarovski
bouAque
could
look
like
–
the
mechanism
behind
}
BELINA_021111

37. Conclusion
Croa@a
features
a
high
number
of
sales
opportuni@es
Extension
of
distribu@on
channels
and
addi@onal
loca@ons
(bou@ques)
will
contribute
to
increasing
sales
numbers
Many
local
ac@vi@es
can
be
implemented
in
other
countries
as
well
BELINA_021111

38. Why Am I...
...
the
perfect
candidate
for
the
posi@on
of
Regional
Manager
CEE/A
• Communica@ve
Skills
• Analy@cal
Skills
• Social
skills
• Ready
for
the
journey
• Crea@ve
approach
• Ready
for
a
new
challenge

39. Communicative Skills
10
years
of
experience
in
the
adver@sing
industry
–
from
classic
adver@sing
to
web
2.0
ac@vi@es
including
brand
management,
campaign
implementa@on
and
public
rela@ons
Highly
eloquent
and
speaking
three
different
languages:
German
(mother
tongue),
English
(excellent),
Italian
(very
good)
Currently
planning
to
learn
both
an
addi@onal
CEE
language
and
French
as
well
(currently
very
basic
understanding)

40. Analytical Skills
Fast
in
defining
both
problems
and
their
solu@ons
Quick
understanding
of
research
data
Understanding
numbers
their
origins

41. Social Skills
Self-­‐confident
and
open
approach
to
people
Understanding
people‘s
needs
triggers
High
ability
to
mo@vate
other
people
Strong
intercultural
awareness
Open-­‐minded
for
different
opinions,
cultures,
ideas...

42. Ready For The Journey
Absolutely
ready
for
the
journey!
(There
can
never
be
enough
business
trips)
Always
willing
to
explore,
discover,
consolidate
and
strengthen
rela@onships
of
whatsoever
kind
Definitely
not
the
type
to
sit
in
the
exactly
same
office
every
single
day

43. Creative Approach
Talented
in
finding
new
ways
to
solu@ons
of
any
kind
Work
experience
in
adver@sing
industry
features
a
vast
number
of
cases
and
benchmarks
that
are
useful
for
distribu@onal
ac@vi@es
as
well

44. Ready For A New Challenge
More
than
ready,
to
be
exact...

45. Thank You For Your Attention
...
now
let‘s
discuss
the
next
steps.
©
Markus
Belina
2011