Brand Leadership Forum - Managing a total brand experience in 100 countries.

MANAGING A TOTAL BRAND EXPERIENCE

IN 100 COUNTRIES
BENGT ERIKSSON

GLOBAL MASTER BRAND DIRECTOR, SCA
www.brandleadershipforum.se

What do these buildings/places have in common?
MANAGING A TOTAL BRAND
EXPERIENCE

BENGT ERIKSSON

GLOBAL MASTER BRAND

SCA is a leading global hygiene and forest products company
Founded in
1929
44 000 employees and
sales in 100 countries
Europe’s largest private
forrest owner

The SCA sustainability effect

SCA has been through a major transformation…

Four business areas 2009

SCA brand portfolio – a power house of brands

Corporate brand
!
Lead brand for shareholders,
SCA employees, distributors
and commercial partners
!
SCA is the source of credibility for
Tork sustainability
!
Product and service brand
!
Lead brand for end-customers
!
Tork is one of the global SCA
global brands, specifically for
B2B end-customers
!
Endorsed by SCA global capabilities
and investment
!
!
SCA endorser strategy

Leading market positions – Global Master Brands

Tork – a billion € brand with global reach
No.1professional
hygiene brand
globally
6 million
Tork dispensers installed
in workplaces around the
world each year
dedicated to developing
Tork products and services,
in the US, China and Europe
100 people+

Our products and services
Personal hygiene

Wiping, cleaning and polishing

Napkins and table ware

Tork – a design-driven brand

Tork brand challenges
Dealing with complexity
Branding in B2B
Building a global brand
Delivering a consistent end-user experience
Building the brand through distributors
The digital transformation

Dealing with
complexity
CHALLENGE

Wide difference in terms of needs & benefits, attitudes and behavior
End customer insight & segmentation

End customer insight & segmentation
We develop a Tork-branded portfolio of offers based on a deep understanding of customer
needs and how these are segmented
31 000In 2014 we spoke to customers across the world

Product segmentation
Quality&Perfomance
Tork Universal caters for
your basic needs
Tork Advanced always gives
you a good performance
Tork Premium is the
best you can get

Strong emotionally engaging brands are just as relevant in B2B
”Our customers are people too. We’re
all emotional beings. We want context.
We want relevance. We want
connections…”
Beth Comstock, CMO, General Electric.

Importance of branding in B2B
BrandFunction
Functions of B2B and B2C Brands
Although the brands play different roles in B2B
versus B2C markets…
Importance to Purchase
Decision Maker
14%
Image
Enhancement
Information
Effiency
Risk
Reduction
0% 25%
40%
37%
41%
23%
45%
50%
Business-to-Consumer
Business-to-Business
Source: Marketing Leadership Council Research

Building a
global brand
CHALLENGE

Definition of a (truly) global brand
Same
name
Same look
and feel
Same
position
Same
image
Same
offering

Must create management commitment
Become a brand-driven organization
The organization needs to be convinced that
a strong brand equals good business

Brand integration

Defining global vs local
As global as possible,
as local as necessary
!
Involve local markets in
global projects
!
Always have the long-term
goal in mind
GLOBAL
LOCAL

Defining a set of building blocks
Brand Strategy
Pack Design Guidelines
Brand Platform including Brand Essence
Brand Expression Guidelines
Brand Architecture and Product NamingCommunication Platform
Digital Guidelines
Tork Design DNA
Visual Guidelines (refills)
…and make them work together

The benefits of a global assortment

Build brand awareness in all markets

Delivering a
consistent
end-customer
experience
CHALLENGE

The Tork
customer
experience
Sales and
support
Customer care
programme
Distributor
support
Internal
communications
Exhibitions
Print and digital
customer
communications
Training and
education
Business
principles
Design
Product line
Naming
New product
development
Assortment
Quality
Leadership
behaviours
Billing
PR
Sales meetings
After sales
service
Products and
services
Marketing and
communications
People and
behaviour
Research and
development
Customer
insight
Proposition
development
Consistency through out
the customer experience

Building the
brand through
distributors
CHALLENGE

Producer
Cleaners
Caterers
Others
Specialists
Generalists
Distributors
Others
Service Providers
End-users
Industry
Trade &
Service
Health
Care
HoReCa
Public
Admin.
& Services
Go-to-market model
Majority of sales through indirect sales

Building the brand through distributors
Make it easy to buy!
!
Make it easy to sell!

The digital
transformation
CHALLENGE

Changed buying behavior
Awareness Purchase
Sales engagement
point – earlier
Sales engagement
point – today
Gather info Evaluate info
Source: Marketing Leadership Council Research
”No man’s land”

Mobile sales tools
Globally developed app’s for support of SCA’s sales force

Connected washrooms by Tork
In work places there are many things that just
need to work
!
One such function is the washroom. If it doesn’t
work properly people will notice and complain.
!
But maintenance is complex and built on
estimations. Some of the work is time-consuming
without adding value.
What if a washroom could tell what
maintenance that is needed?

Summary
The benefits of a more consistent, stronger Tork brand
A more attractive offer to distributors and end-customers
operating locally and internationally
Achieve higher levels of profitability: helping us
meet our commercial objectives
Faster to market and greater economies of scale: more
efficient global investment
Maximizing our time, energy and resources by focusing
on what fits with our brand

FOUNDER
PARTNERS
BREAKFAST SPONSOR
WWW.SPACEPRODUCTION.SE WWW.BILLES.SE WWW.BOBBYHOUSTON.SE WWW.PDGM.SE WWW.BISNODE.SE WWW.KSE.SE
WWW.DANILORESTAURANG.SE
WWW.LEIDENKRANTZ.SE

Brand Leadership Forum - Managing a total brand experience in 100 countries.

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Brand Leadership Forum - Managing a total brand experience in 100 countries.