Logistics Marketing Development supported by Web-to-Publish technologies

Transcription

1 Logistics. Marketing Development supported by Web-to-Publish technologies Schenker AG Henning Wahl Head of Marketing Cologne, May 2014

2 Today around 95,000 employees represent DB Schenker worldwide in 130 countries Land transport No. 1 in Europe 95.8 M shipments DB Schenker locations and employees Europe (incl. Russia) approx. 71,500 employees Air freight No. 2 in the world 1.1 M tons Ocean freight No. 3 in the world 1.8 M T Contract logistics/scm No. 6 in the world 6.0 M m 2 warehousing space America approx. 9,200 employees Near Middle East/Africa approx. 1,200 employees Asia-Pacific approx. 12,500 employees Own locations Partners 2

3 In our network we move tons of freight worldwide, 24 hours a day Rail freight transport 412 m t Transport volume p.a. = Twice as much as Germany's coal production in 2010 Air freight 1.1 m t Transport volume p.a. = Weight of 240,000 elephants Ocean freight 1.8 m T Transport volume p.a. = Length of a row of containers stretching from Hamburg to Shanghai HH SHA Land transport 95 m shipments p.a. = 2 shipments per second Contract logistics > 6.0 m m 2 of storage area = 1,100 football fields 3

4 4 DB Schenker Logistics Challenges Starting Situation Example: Activities 2010/2011 Region Europe More than 130 countries Decentralized organisation Own definition of Marketing No transparent marketing planning processes No efficient budget planning Inefficient budget spending Scarcity in best practice or synergies sharing No marketing controlling Diverse external appearances from DB Schenker leading to an indistinct, inconsistent image in the public In 2010 European country organizations planned more than 120 marketing activities In 2011 more than 100 activities In 2010 only 1 aligned Pan-European Sales Campaign instead of 5 individual (21 countries, customers, more than. 25M turnover)

5 Our Solution Creative and consistent at once Easy to stick to guidelines Benefit from synergies Increase of quality while reducing costs Fast and efficient decentralized implementation Increase of efficiency Marketing Tool Box 5

6 DB SCHENKER Logistics Overview elements for modular set-up Print Tool Box Web to Print Online Passport PDC Campaigns Letteron Combination of modules will built the basic set-up for further marketing activities. Communication Presentations Fairs/Events 6 Logistics

7 Print Material Difficulties with the previous process The need for customized advertizing materials is growing constantly. The manual process was extremely time consuming for all those involved. Templates had to be designed for each case (= cost driver). High commitment of internal resources. The interface with the advertising agency was a cost driver. Correction steps resulted in an increase in time and costs. More time into coordination than creative effort 7 Logistics

8 Web to Print Before the implementation Country Assignment Review Approve 4 Marketing 1 Create briefing & submit to agency 3 Review and send to country Advertizing Agency Define layout Layout 5 6 Approve 2 "Ready to print" approval Printshop Print, pack, dispatch Decide on and forward change Review & forward change in layout Implement correction in layout and Review and send approval to Marketing department Review and send to branch Approve dispatch "Ready to print" approval Print, pack, dispatch 8

9 Web to Print Basic set-up for a common understanding Achievements Two guidelines have been created language and visual guideline. A clear visual language for the image, product and editorial level has been defined. An animated presentation clearly explains the structure of the Marketing Toolbox. Existing motifs have been adapted to new design rules and the new headline formula So do we. Updated brochures fit already to basic rules (Material available for all BU, VM, Services, etc.) Templates are ready to use.

10 Web-to-Print Optimized situation Country Web-to-Print Marketing Advertizing Agency Printshop Login Customize template Layout 1 2 Review and approve Print, pack, dispatch Modify in system Decide on change & inform country Layout Review and approve Print, pack, dispatch 10

11 Web to Print Live Platform 11 Logistics

12 Web to Print Rollout Approach - Set-up Global Medial Pool Global Template library No individual content structure Upload of via HO Standard Own Medial Pool Global Template library No individual content structure (W2P) Upload media pool Upload templates via HO Advanced Own Medial Pool Own Template library Individual content structure Upload of material for media pool and templates Dedicated 12 Logistics

13 Web to Print Roll-out go Live More than 130 countries May July June 40 admin trainings July 3 weeks per Region & country May Trainings mostly via web conferences July 13 Logistics

14 Mobile Sales Support Solution Way forward to improve current situation This new platform should support the harmonization of the sales communication with our customers to offer standardized marketing material via this mobile solution. Notice All elements created in the Web to Print to country or local requirements + other communication elements can be shared on the tablet solution Create Content Present Web to Print Support Material Online Passport Tablet BU brochures Vertical Markets Sales Campaigns e-services Brochures Eco Solutions Case Studies Solution Combination of elements leads to an efficient customer communication 14

15 DB Schenker Marketing says 15 Logistics