advantages Randstad brand strategy

Transcription

1 branding Randstad

2 advantages Randstad brand strategy 1 main brand helps building awareness easier cross selling major benefits for online strategy common learning for all operating companies 1 common photo database for all concepts international campaign materials usable for all countries shared sponsoring platforms resulting in: major cost savings high efficiency 2

3 after the merger on day 1: more than 200 brands in use, over 800 registered and thousands if we really count every single registration staffing development (more info on next slides) fast alignment, within cost budgets, also with mass media: TV, Radio, Internet conversions mostly done (main exceptions: Portugal, Argentina) Randstad brand growing again globally after stall in 2008 Tempo-Team brand new in Belgium, grown in NL, very good start (already higher net promoter score than Vedior brand, Belgium awareness at 75%, gaining market share in NL, Belgium) 3

4 after the merger professionals development (more on next slides) new endorseable house style for profs segment agreed trailblazer projects agreed Q (Expectra, Appel Médical, Yacht, AI, Sapphire, ClinicalOne, HMG, BBT, Select Education, etc). ANZ and UK combining major professionals companies under Randstad main brand (ANZ: all brands have become Randstad; UK: Randstad Education, Randstad Care and Randstad Construction, Property and Engineering) progress significantly ahead of schedule (more on next slide) overall: 106 projects, over 60 done several projects went to full Randstad instead of endorsement+style 4

5 expected situation by end 2009 Staffing % by revenue Professionals % by revenue Overall % by revenue endorsed brand, (with or without house style), Randstad branded or Tempo-Team branded 96% 90% 96% endorsed brand, (with house style), Randstad branded or Tempo-Team branded 95% 88% 93%* Randstad or Tempo-Team full branding 95% 33% 81% Portugal revenue = 2,5% of total revenue, rebranding options not until summer 2010 *= by end 2009 the amount of revenue rebranded excl.portugal (EEC agreement) will be 96% 5

6 Randstad brand awareness moving up indicative synergies: group total marketing costs 2005 > 1,1% revenue; 2007/8 ± 1,0%; 2010 ± 0,9% 6

7 why do we keep building our brand? - future brand potential - influence of brand on order decision - create value, synergies executive search: 1,1 billion Ebita (top-level head hunting) specialist & professionals: > 5 billion Ebita (predominantly white collar ) (includes perm placement market estimated at > 2 billion Ebita) future Brand potential! staffing: 7,2 billion Ebita 2005 analyst presentation: Spain, USA tests show brand awareness influence on lead-to-order cycle as greater than 40%. Interbrand analysis sheet preliminary and example only yet confirms own research 7

8 generic positionings in Europe (simplified explanation of perceptional maps) Leader segment (to 25-30% share) up-market niches (low shares only) challenger 1 segment (to 15-20% share) challenger2 segment (to 10-15% share) must-have image elements Note: in most European staffing markets differentiation is much lower than in many other industries, Many competitors basically have the same image. This leads to sub-optimal margins due to lack of relative USP s In most other industries, segments overlap much less. In general, territories with clearer segments show higher gross margins. 8

9 examples of 2009 actions staffing commercials, sites, branches, materials Randstad France various examples other countries commercials, sites, branches, materials also for Tempo-Team professionals new house style materials, sites France materials, sites UK, ANZ materials, sites USA materials, sites other countries 9

10 existing Randstad styles by activity 1 Text, if applicable this material exists with solutions for many specialty segments this material exists in 10 city versions no mass market effects with this type of material so relatively large amount of freedom, materials mostly ppt,etc. revenue: ±60% ±20% ±2% ±4% ±10% 10

11 professionals, staffing and internal examples internal lauch campaigns (example ANZ) 11

12 famous TV commercials first TV commercial (1972) first TV commercial aimed at professional/specialized candidates (1978) early TV commercial aimed directly at clients (1996) first international TV commercial (2005) current True Value campaign, France1, France2, Intnl+F1 (2009) 12

13 the web: change gets faster each year Information Distribution and Commerce Communication and Networking factoid: traffic to Randstad jobs on the web in Germany has risen from virtually 0 to 27% at the expense of the job boards in less than 3 years Trade Talk Publish Read Buy Users 77M 400M 500M 1000M 13 Source: Google Inc. 2007

14 enhancing our web profile Google will obliterate the job boards but we must make sure we will still be found -> implications for marketing teams, platforms, skills development own web marketing development team only company with globally linked job database (see randstad.com) Blue2 platform initiatives: 20 countries, France most advanced major Free Job Posting initiatives Q4 light versions for small units special versions for professionals keep developing towards original full concept vision social media example: Facebook widget introduction Nov mobile: some very useful trials (Layar + TT) and Randstad Germany pilot (dec 2009) mobil.randstad.de 14

15 Blue2 implementation progress major sites Blue2 plus free job posting enabled (staffing) major sites Blue2 platform (staffing) Blue2 platform (professionals) live end 2009 France Germany Poland Spain Australia Swiss UK NL Canada* F-Expectra, UK-CPE, UK-Care, F-Appel Médical, C-Sapphire, DE-YachtT, USA-AI, I-MaFoi, UK-Abraxas, UK-JR plus 5 others planning 2010 Spain Australia Swiss UK NL USA Belgium Italy** NL-Yacht, USA-Sapphire, UK-Education, UK-MWA, USA-PlacementPro, C-Reliance, USA-B2B, UK-Albemarle, USA-Think plus 7 others not yet started others (less than 2% by revenue) others (less than 6% by revenue) * = also in this category: Mexico, India, Greece, Cyprus, China, Hungary, Turkey, Middle East, New Zealand, Singapore, Malaysia, Luxembourg ** = also in this category: Norway, Japan, Chile, Argentina, Uruguay, Czech Rep & Slovakia, Denmark, Sweden 15

16 the next steps tracking tool: value at gross margin level of 1% market share to compare with marketing investment keep KPI of awareness > share keep KPI of image = top 3 add KPI of Net Promoter Score = top 3 develop marketing budgets, people build market shares apply benchmark lessons, insights globally reinforce professionals positioning further develop issue management, PA issues keep pushing web use, development, innovation stay active in CSR reconnect core values internally: R50! 16

17 R50 - previous experience with R45: market outperformance boost runs parallel with program intensity 60% 50% 40% 30% 20% 10% 0% Q1,Q2-10% Q3,Q4 Q1,Q2 Q3,Q4 NL Germany Belux Spain France Italy Switzerland Denmark Portugal USA Canada R45 Program Intensity 100% 50% 0% Q1,Q2 Q3,Q4 Q1,Q2 Q3,Q

18 the opportunity only Randstad and (maybe) two major competitors have a good shot at developing a global megabrand in hr services unlike other industries (FMCG, Cars, Banks, Insurance ) the knowledge of how to do it is NOT commonly available we can be the leading global brand in people s minds

19 shaping the world of work