marketing scenario

© 2

009

Tie

to C

orpo

ratio

n

Marketing scenarioMarketing people of the STORE CHAIN

CLOUD OF THINGS

Janne Paukku and Päivi Romppanen

[email protected]

20.4.20102 © 2009 Tieto Corporation CLOUD OF THINGS

Example: Heikki, 41 Marketing manager

Role in / Work title Heikki is acting as marketing manager at mid-sized store chain

Goals Lead and support the marketing

Needs and Concerns Under his responsibly are focused marketing campaigns for different customer segments.

Emotions and attitudes Also interested in environmental and ethical issues

Work experience 7 years work in this store chain, now 4 years as marketing manager.

IT skills Office tools, marketing and statistical applications

Education MB?Hobbies Foot ball

Marital status / Family size Heikki is married with Liisa and they have two children Timo and Kaisa

Characteristics He is open-minded to new ideas and wants always try new methods

CLOUD OF THINGS


User needs• Promote store’s environmental values to

public

• Find out customer segments that are interested in environmental values

• Find out what are those people buying almost daily

• Find out of that: what would not create much GHG emissions

• Have imago support from local environment agency

• Find out how many customers are using public transport services when they do shopping.

• How trains and busses are available to customers.

• Co-operate with transport operator to give public transport support for customers


Marketing scenario

Heikki has got work assignment to promote store’s environmental values to public.

He wants to find out customer segments that are interested in environmental values

He selects customers who want to reduce their GHG emissions, are 18 to 30 years old and whose education level mid to high.

Heikki opens website and selects report view.

The generated report contains amount of matching profiles, bought products, etc.

Heikki finds out that many are buying red meat almost quite often.

Emission report shows that red meat generates high GHG emissions.

Heikki, 41, marketing manager

User need

User creates segmentation report from customers with selection criteria

Heikki decides that he will focus campaign to bring low GHG options for meat.


Now Heikki has recognized the segment where he wants to focus on.

Because there is summer and barbeque season is coming the options to red meat are vegetables.

Heikki uses Emission reporting tool to find out vegetables that would not create much GHG emissions and in this way would suit to his needs.

The report illustrates that there are few farms that can provide organic vegetables as much as needed for marketing campaign


Product level emission and traceability reports

User need


Now Heikki wants imago support from local environment agency to the campaign

People from the local environment agency come to Heikki’s office.

Heikki keeps presentation about products and campaign.

He shows reports about emissions and origins of vegetables

Heikki calls to the local environment agency office and asks their opinion about product and if he can use them as supporter of the campaign.


Using reporting system as proof for origin and emission levels

User need

Auditors are pleased to see that emissions are calculated by using LCA methodology and values can be compared to other producers’ products.

Auditors approve that product is low GHG emission product and its origin can be proofed.

They give permission to use their logo at marketing material.

Heikki is now pleased and ready to go with his idea.


Heikki is going to find out how many customers are using public transport services when they do shopping.

Heikki also generates report from customers who do not buy gasoline or diesel or who are buying small amounts.

Most of the regular customers have created profile at reporting system. When adding profile user can select how often he is using public transport for shopping.


With this information Heikki can now get rough estimation how many customers are using public transport.

User need Using public transport as transport for shopping


Using public transport as transport for shopping


Heikki gets customers’ addresses from system (he gets only addresses as a mass, not at individual level).

The integrated spatial intelligence system links addresses to map coordinates.

He need to check how trains and busses are available.

User need

With the spatial optimization tool Heikki can see transportation options from different suburban of the city are.

From the optimization result Heikki can see that from some suburban travelling time is more than an hour and only few lines are possible.

In general most people could use public transport services quite easily.

Heikki calls at transport operator to discuss if some kind co-operation could be possible to make this transport option more attractive for end customers.

The operator is willing to create marketing campaign together.

After careful planning posters are glued at busses and Heikki’s chain of stores is giving discount against a bus ticket at checkout.


Muutoshistoria• 0.06 2010-04-19 Päivi Romppanen From word document to power point. Changes to scenario

details, user need more promenet, added 2 wireframes made by visio

• 0.04ja 05, draft 2010-03-23 Päivi Romppanen General matters, other than scenarios

• 0.03, draft 2010-03-10 Janne Paukku Further working with scenarios

• 0.02, draft 2010-03-080/9 Päivi Romppanen- New template headlines, editing of the word template

• 0.01, draft 2010-03-05 Janne Paukku Draft

marketing scenario

Documents