Marketing & communication ema region

1. Marketing & communication ema region

Varvara astakhova
Marketing &
communication
ema region

2. Introduction

Born
Internship in Cluj
Napoca University
Financial
Corporation
Scania in Russia
Scania CV AB, EMA
1986
2010
2012-2013
2015
2021
2004-2011
2008 – 2012
2013-2015
2018
People’s Friendship
University
British consulting
company EPC, Ltd.
Volkswagen Group
(SEAT)
Benchmarking in Scania
Latin America
14 years in M&C
10 years in automotive
10 years of management
experience
7 years in Scania
2

3. Structure

Markets
Regional Marketing Heads
EU (3)
EMA
AOR
LA
Regional Management
Teams
Communication
Department
3

4. Purpose of regional M&C function

Purpose of regional M&C function
• Analyze and systemize information from markets
• Act as first point of contact for markets, guide and ensure prompt answer
• Create wider and deeper understanding of local challenges
• Transmit insights from the markets to central level
• Create transparency and opportunities between markets
• Identify markets’ demands as priority and coordinate regional and central recourses to
find needed support in CV AB
• Host regular working meetings to collect & priorities support as well as give updates
about ongoing activities
24 November 2016
4

5. Current split 30/70%. Scope of work

30%
Regional
Marketing
Manager, EMA
Daily assistance
Experience exchange
BIGs & meetings
Sales & Service BIGs
Regional meetings
EMA in Communications
Assessment & piloting
Marketing Tool
Projects
Budget
70%
Head of marketing
& brand strategy,
SRU
• 2nd largest market in 2021
• 50-80% penetration rate of services
• Commercial
• Service
• Finance (since 2019)
• Sustainability
• Complex sales
• Retail marketing. 97 Dealers
• 7 people in the Team
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6. Current split 30/70%. Scope of work

First steps
REGION
• Handover marketing projects
(Marketing Tool, part of Virtual
Selling)
• Driving bundling of Sales &
Service & Marketing integration in Sales & Service
BIGs
• Coordinating TCO in
cooperation with Sales
MARKETS
• Intro, daily support
• BIG
COMMUNICATION
• Bi-weekly Regional Management
forum, representing EMA
• Identifying needs
• CMC meetings
• SEO training
• Annual budget & plans
• Project development forums
(DAM, digital events platform, IAA
etc.)
• Guidelines in SUPER launch
based on regional specific
• Central support for service
materials
• EMA to pilot central projects
• Part of Marketing Tool project
Team
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7. First steps

First results

8. First results

Meeting structure
Yearly
Markets
offline BIG
GCC
Region
C-D
Quarterly
Monthly
Bi-Weekly
On demand
each BU
BIG
CMM
CMC
CM-EMA
practical matters, experience
exchange, help
10

9. Meeting structure

Yearly
GCC – Global
Communications
Conference
and connected to it
offline EMA meeting
Offline meeting of
the Group
25 November 2021
Quarterly
BIG – Business
Improvement groups presence of CDepartment,
Sustainability and
regional functions as
sales and services
Meetings between
Region and each
Business Unit
EMA / Marketing & Communications
Monthly
C Monthly
MI reference groups
(Novali, Stuart, Prime, …)
MI market meetings
(Novali, Stuart, Prime, …)
Bi-weekly
Regional Management
CM-EMA meetings to
raise up questions and
demands for support
On demand
Meetings, connected to
practical / urgent
questions, experience
exchange, help within
our region:
Digital
Sustainability
Communications
Special Projects
11

10. Meeting structure

Some achievements
• Lead capture: WEB upgrade, forms integration
• Trust Content diversity: tour
• Brand premium image: SUPER
24 November 2016
Info class internal Department / Name / Subject
12

11. Meeting structure

Ongoing activities
• Marketing Tool: product offering,
competitor comparison, TCO
• Benchmarking sessions between
markets (Touring, Service)
• Piloting central projects
• Experience/ materials exchange
• Service Communications
• Virtual selling experience exchange
• Regional content tour
• Budget allocation of the markets
• EMA sustainability regional strategy
• Regular meetings per meeting structure
13

12. Some achievements

Marketing Tool
• Created market working group for active
participation in developing
• Markets influence functionality
• Organized regular update for the Region with
intermediate tool presentation
• Representing EMA interest in expert PM group
• Created an expert group from Sales and
Marketing to develop Tool functionality, where
South Afrika is a part of TCO project Group
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13. Ongoing activities

Piloting
South Afrika is a part of working
group for TCO in Marketing Tool
Kenia is piloting DAM Brand new online storage
and material exchange
platform
3 EMA markets were interviewed
for developing digital event
platform
15

14. Marketing Tool

Service materials
Central support from C
• Regional need identified (markets, region)
• Forum involving Regional Service Head, C and markets
• European region experience delivery to EMA
Market’s experience exchange
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15. Piloting

Regional content tour
• Lack of diverse content in central sources identified
• Markets are looking for local content to build trust
among target audience though visual communication
• Hight cost of local content production by each market +
strict technical requirements from C
• Experience from Latin Amerika as basis for negotiation
• Preliminary timing – autumn 2022
• Objects: People, workshop, vehicles in operations &
local conditions
• To be used: SoMe, POSM, WEB, exhibitions, brand
decoration etc.
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16. Service materials

Sustainability regional strategy
• Special approach to communicate sustainability
in developing economics is required
• Communications & Sustainability CV AB
engaged
• Image, Commercial and Government aspects
• Different sides of sustainability (human rights,
fuel efficiency, driver safety etc.) in brief
• Argumentation of emission level Euro+
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17. Regional content tour

Budget allocation
• Annual budgets are not tracked and
analyzed
Outcome of analyze
• No recommended % from the total revenue
or number of sales
• Accidental budget creation
• None of the Marketeers work strategically
with SFO
19

18. Sustainability regional strategy

MI Stuart, non E-6 markets
Coordination launch in EMA
Innovative image of Scania at non-E6 markets
Future Customer target audience
Global news spread fast, it’s important to inform our local Customers about what’s happening in
Scania globally
SUA
SMA
SME
SEA
20

19. Budget allocation

AEM global update
• Switched to a new version of the platform within global project
• Integration of leadgeneration forms
• Showroom / configurator implementation
• Accidental budget creation
• None of the Marketeers work strategically with SFO
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20. MI Stuart, non E-6 markets

Potential

21. AEM global update

Potential
• Increasing traffic generation to WEB , configurator in full power to achieve better
leadgeneration
• Promo and integration of financial services
• Internal communication: Scania World & Employer branding (content generation, team
gathering, spirit, internal business-oriented competition etc)
• CRM Marketing Module implementation, experience exchange best practice of usage,
implementation, integration with sales and marketing module
• Integration of marketing in retail projects
• Regional demo fleet to support local events
• SoMe strategy to increase ER
Look after non-captives: Turkey, Algeria, Egypt, Sudan, Israel
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