Case KPN mobile internet. Frank Ardesch, Trade Marketing Manager KPN TMA Congres, 20th October 2009

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1 The Shopper Marketing Model Case KPN mobile internet Frank Ardesch, Trade Marketing Manager KPN TMA Congres, 20th October 2009

2 Agenda Introduction The checklist Shopper relevance Trade marketing

3 Agenda Introduction The checklist Shopper relevance Trade marketing

4 Introduction ti Mobile voice Postpaid Consumer focus on handset, handset is GRATIS Shift focus from voice & sms to mobile internet (>30% conversion) Creating value (services eg. sms bewaarbox b & Personal Sim ) ARPU downward spiral Highly concentrated market 3 key players with 5 brands Telecom Specialist account for > 70% of sales Investment network (data) Highest SAC of the world Mobile internet vs. fixed (at home) and wireless (hot spots) Search for new source of revenue (data >< voice) Focus on postpaid

5 Agenda Introduction The checklist Shopper relevance Trade marketing

6 The checklist The scope Assessment generic trade marketing strategy Other distribution characteristics Shopper chosen distribution Chosen distribution vs. competition for this product Other product characteristics Shopper & consumer product Distribution product

7 The checklist: the scope The product mobile telecom voice data smartphone dongel prepaid postpaid

8 The checklist: the scope The product mobile telecom voice data smartphone dongel prepaid postpaid Channel: Telecom Specialists Issue: can you merchandise the product without t a laptop?

9 The checklist: the scope Issue: the chosen channel is a small player in selling laptops!

10 The checklist: the scope A true innovation product penetration in an existing channel channel activation Targeting an existing segment Shopper / consumer activation Age years More male than female Good fit with the chosen distribution

11 The checklist: other product characteristics ti The scope Assessment generic trade marketing strategy Other distribution characteristics Shopper chosen distribution Chosen distribution vs. competition for this product Other product characteristics Shopper & consumer product Distribution ib ti product

12 The checklist: other product characteristics ti Is the product growing? Is the product relatively complex and difficult to understand? voice (postpaid) smartphone laptop laptop KPN laptop (postpaid) (prepaid) (postpaid) (prepaid) growth complexity

13 The checklist: other product characteristics ti Is the product growing? Is the product relatively complex and difficult to understand? voice (postpaid) smartphone laptop laptop KPN laptop (postpaid) (prepaid) (postpaid) (postpaid) growth complexity

14 The checklist: other product characteristics ti Is the product growing? Is the product relatively complex and difficult to understand? voice (postpaid) smartphone laptop laptop KPN laptop (postpaid) (prepaid) (postpaid) (postpaid) growth complexity

15 The checklist The scope Assessment generic trade marketing strategy Other distribution characteristics Shopper chosen distribution Chosen distribution vs. competition for this product Other product characteristics Shopper & consumer product Distribution ib ti product

16 The checklist: distribution ib ti vs. competition Is the chosen distribution above its fair share for this product? voice smartphone laptop laptop KPN laptop (postpaid) p (postpaid) p (prepaid) p (postpaid) p (postpaid) p fair share benchmark

17 Agenda Introduction The checklist Shopper relevance Trade marketing

18 Shopper relevance Retailer as is easy to shop value choice experience service as is

19 Shopper relevance Retailer as is & to be value easy to shop choice experience service as is to be

20 Shopper relevance Category Laptop value easy to shop choice experience service as is to be

21 Shopper relevance Retailer vs Category value easy to shop choice retailer cat egory experience service

22 Shopper relevance retailer = category (to be) yes no retailer: as is = to be yes align motivate no use category as a lever defend

23 Agenda Introduction The checklist Shopper relevance Trade marketing

24 Trade marketing

25 Trade marketing

26 Trade marketing Creating a category. Mobile Internet t in a PHONE store Instore visibility: creating an experience - Making laptops (hardware) visible in Telecom Store - Making Mobile Internet visible Mobile Internet BelCompany Salesforce: knowledge & service - Data acceleration programs - Mobile Internet Ambassadors - KPN College (e-learning) - Training on the Job Manufacturers - Co-promotions (Operaror-Retailer-Laptop) Promotion The Phone House

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