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Masterfile PEM17-3

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Transcript of Masterfile PEM17-3

KEY FIGURES
E-BUSINESS
PLATEFORMS
Marta Espadas
THE E-COMMERCE
CHALLENGE

Office Key Account Manager
Raphaël Carlioz
THE E-COMMERCE
INFORMATION MANAGEMENT
CHALLENGE

Brand Manager
Ken Schoellhammer
THE E-COMMERCE
LEGAL CHALLENGE

General Counsel & Compliance Officer
Pierre Giraud
Digital Review
UPDATE ON PILOT'S
ONLINE PRESENCE

Webmaster
Ludivine Le Bissonnais
HYAKUNEN 2018
Expand & protect our
PCE 2018
SUPPORT AND PROMOTIONS

Digital Manager
Pierre Lavigne
Digital Manager
Pierre Lavigne
Operational Marketing Manager
Ranking Europe
in turnover (in millions of EUR)
United Kingdom

France

Germany

Russia

Spain

Italy

# Others
163,90 €

67,69 €

62,26 €

21,42 €

18,93 €

17,32 €

123,30 €
Global € 2 136,34 bn +19.9%
Europe € 474.79 bn +13.3%
Total B2C e-commerce 2015 of goods & services
Average spending
per e-shopper
€ 1606,46
44%
Services
56%
Goods
EUROPEAN KEY FIGURES
+13.6%
+13.3%
+12.0%
2016(f)
2015
2014
€455bn
€510bn
European
B2C turnover
Estimated share of
online goods
in total retail of goods
8.0
%
685
people are
over the age 15
516
people use
the internet (75%)
296
people are
e-shopers (43%)
mn
mn
mn
€402bn
ToP COUNTRIES SHARE
TOP 10 COUNTRIES SHARE OF EUROPEAN B2C E-COMMERCE MARKET
TOP 10 COUNTRIES IN TERMS OF B2C E-COMMERCE GROWTH RATE
ToP COUNTRIES GROWTH
Denmark
+16,5%
Ireland
+17,2%
Bulgaria
+18,8%
Greece
+20,1%
Hungary
+22,4%
Czechia
+24,2%
Romania
+32%
Belgium
+34,2%
Turkey
+35%
Ukraine
+15,2%
ToP ranking internet resellers
Source: Retail-index.com, 2016
WHAT are the Challenges ?
In Europe, retail & offices will continue experiencing turbulence and tectonic shifts
E-commerce will grow:
traditional and pure players,
offline to online
Cross-country price & listing harmonisation will also increase in the future
Cross-border
Expected to grow 27% each year
Reasons for shopping from abroad
Competitive price
Wider offer of goods & services
Moving fast into a
single European Market
CHANNEL
Single Channel
Multi-Channel
Cross-Channel
Omni-Channel
Up to 1990
Up to 2000
Today
Tomorrow
PCE’s Mid-term plan acknowledges the need to sell online
WHAT IS AT STAKE FOR PILOT?
Develop e-commerce centrally :
With current partners
With new ones
WITH OUR PARTNER
Define and develop, in a similar way as with global players
European pricing policy
European agreements
PRICE
European listing & conditions specific to the E-commerce channel
With the new ones
Build Pilot's direct footprint on e-commerce with new customers or market places
Dedicated listing
Dedicated end user selling price
Dedicated media investment
Under construction at pce to achieve this goal
Hire an E-Business manager
Test and learn
e-commerce strategy
Test our capacity to sell online

Know our customers and
collect data

Build a strong co-branding strategy

Raise awareness thanks to a win-win strategy
100th anniversary online pilot shop
X
Develop a dedicated range for the e-commerce
Build European e-commerce conditions of sales
Develop internal webshop or/and market place
a brand
new PILOT website plugged with marketplaces
event driven,
Time-limited, geographically limited
THE
EU E-BUSINESS
MODEL
Distribution
e-logistic
Internal or external
Info
IT & SI
Compliance
Legislation / Rules
Customer
Service
End user relation
Finance
e-payment
Credit/ Risk
Marketing
e-Marketing
Production
e-commerce
range
E-commerce
Commercial
Market place & Customer Portfolio with sales/margin indicator
E-commerce offer & products Development
Production and content animation
E-commerce Media strategy
ILLEGAL PARALLEL
IMPORTS
ON MARKET
PLACES
How can we handle this?
HOW CAN YOU TELL
THEY ARE ILLEGAL IMPORTS?
Lower prices
Distinguishable tags, decoration, packaging, reference number
Seller address outside Europe…
No “CE” marking for products considered as toys
Sometimes product not even commercialized in Europe!
Any problems?
Unfair competition to Pilot distribution network in Europe
Affects
credibility of Pilot
on real prices
Can
kill some market segments like Luxury
products
Put at risk Pilot brand reputation in case
of accident with a product not complying
with REACH, CLP, CE etc. regulations…
WHAT CAN
WE DO?
ACTIONS
PREVENTIVE
Sharing with our HQ in order to address the problem globally:
A new working group dedicated to e-business was set up in Japan
PCE is contributing its experience to HQ
Asking to « think global » about Pricing policies and competition effects as e- business world is now « one market place »
Can Pilot Japan inform Pilot partners and insert
contractual obligations
in Japanese or international distribution contracts, stating that
re-export of products to Europe is forbidden
?
Set
recommended consummer price
for some products (e.g. luxury) when possible?
Mark packaging
with « For sale in Territory x only »
or choose a specific design?
MONITORING
E-COMMERCE
PLATFORMS
Some procedures to switch off the adds of illegal parallel imports are existing but…
Dealing directly with plateforms is very burdensome
and complicated
Never ending story
E business platforms have no interest and are not willing to bring restrictions to their Market place business
Past experience…
Testing new approach
Subcontracting the monitoring job to a specialized agency?
2 different tasks:
Assessment
Enforcement
Assessment
First identify and collect information
on the infringements, sellers, beneficiaries, and assess these infringements through:
website’s traffic data
Assessment
Robots are investigating, extracting…
number and identity of sellers
countries of origin
volume of sales,
prices proposed
Then information is processed by a team to report:
Enforcement
Adapt to each platform procedure
Switch off illegal ads
Manage questions or claims of sellers
Report non compliance or repeated offenders for possible legal action by Pilot…
2015
Quantitative figures
Pilotpen Websites
European Websites since 2012
New websites
Desktop version
Tablet version
Mobile version
No responsive design
Quantitative figures Hypotheses
Whole year sessions 2015 vs 2016
561 267
2016
512 724
-8,65
%
2015
160 880
2016
124 654
-22,52
%
BTS sessions 2015 vs 2016
No media investment
No direct e-commerce
Qualitative figures
Whole year sessions 2015 vs 2016
2015
561 267
2016
512 724
-29,99
%
+12,63
%
2015
286 133
2016
322 259
Organic trafic
Referring websites
Qualitative figures
Referring websites
Organic traffic
Media campaigns :
Landing pages/games
Good ranking of our websites

Frequent update of our websites
The new Website release
Improvements
The new Website release
A mobile-friendly version
The new Website
release
Goals
Pilot digital strategy
Be innovative
Next: Pilot’s 100th Birthday
Thank you for your attention!
for 2017
Desktop version
Tablet version
Mobile version
a.
No additional value :
Same content
b.
Hypotheses
a.
b.
c.
Not responsive
Not secured websites
Larger buttons to facilitate the navigation
Burger menus: easier navigation for mobile users
Adopt the new communication tools
Grow with technology
Digital
Part of a bigger plan :
Hyakunen 2018
A new way of thinking
Three goals to reach
Increase brand communication
Increase consumers' attachment
Increase awareness
Pilot countries are the main contributors
to this online awareness thanks to
content
advertising
Visual
Traffic
New Products
Two goals :
Have an asset to present the product online.
Redirect users to physical sales point via the store locator.
Two exciting landing pages with exclusive content to present our products.
New Products
Pintor 
« Born to create »
New Products
A new MyFriX’Book

« FriX Color VS Darker »
And to celebrate Pilot 100th Birthday
A brand new website
4 Topics to focus on for 2018
The limited series created by MIKA
The brand new e-shop
The history of Pilot
The partnership Mika x Pilot
Mika, a digital
A partnership that will boost our awareness and sales
star across Europe
A social game that will grow Pilot’s community with Mika fans
Give life to the history of Pilot
The history of Pilot
One story to build them all
A game that invites our community to playfully test their knowledge
Thank you for your attention
PCE Sales to Affiliates
Boost the sales of the
Growth opportunities:
thermo-sensitive world
historical products
invest in new markets
FriXion pens
Still progressing, despite a growing competition
EXPAND & PROTECT OUR THERMO-SENSITIVE WORLD
EXPAND & PROTECT OUR THERMO-SENSITIVE WORLD
The PILOT best-seller in Europe!
EXPAND & PROTECT OUR THERMO-SENSITIVE WORLD
FriXion refills
The PCE strategy is succeeding
2 Mu
+30%
-41%
PCE sales are still increasing but:
EXPAND & PROTECT OUR THERMO-SENSITIVE WORLD
FriXion Colors
& some countries have a high stock level…
The sales-out are lower than expected
The end-users’ price is high
EXPAND & PROTECT OUR THERMO-SENSITIVE WORLD
In 2018…
FriXion support is
still under study
EXPAND & PROTECT OUR THERMO-SENSITIVE WORLD
However,
some promotions are already confirmed…
EXPAND & PROTECT OUR THERMO-SENSITIVE WORLD
FRIXION REFILLS
EXPAND & PROTECT OUR THERMO-SENSITIVE WORLD
EXPAND & PROTECT OUR THERMO-SENSITIVE WORLD
(Support calculated on the basis of your sales potential)

FROM OCTOBER 2017
(Pad + pack + labour costs)
50%
DISCOUNT
ON THE PACK SET
FROM JULY 2017
(Pen case + pack + labour costs)
ON THE PACK SET
EXPAND & PROTECT OUR THERMO-SENSITIVE WORLD
AVAILABLE NOW
(Pen holder + pack + labour costs)
ON THE PACK SET
50%
DISCOUNT
50%
DISCOUNT
BOOST THE SALES OF THE HISTORICAL PRODUCTS
PCE Sales
Historical Products
BOOST THE SALES OF THE HISTORICAL PRODUCTS
However, this trend is fragile;
it needs to be reinforced & consolidated
BOOST THE SALES OF THE HISTORICAL PRODUCTS
In 2018…
BOOST THE SALES OF THE HISTORICAL PRODUCTS
BOOST THE SALES OF THE HISTORICAL PRODUCTS
PCE sales are increasing;
we have stopped the drop in sales!
Between 2010 & 2016, PCE sales in volume of
G-2, V5/V7 & V BALL have increased by 19%
We will continue promoting these 3 strategic ranges for PCE;
same support level vs. 2017…
Including the 100th anniversary
V5 & G-2 Limited editions by
FROM OCTOBER 2017
(incl. pack + labour costs)
ON THE VALUE PACK
25%
Without forgetting
the new B2B packs
DISCOUNT
BOOST THE SALES OF THE HISTORICAL PRODUCTS
FROM OCTOBER 2017
(incl. pack + labour costs)
ON THE VALUE PACK
25%
Without forgetting
the new B2B packs
DISCOUNT
In Million PCS
Fine & Medium
GROWTH OPPORTUNITIES: INVEST IN NEW MARKETS
We need to
continue pushing the product into the market
3,813,141
markers
GROWTH OPPORTUNITIES: INVEST IN NEW MARKETS
We maintain all promotional offers,
introduced during PEM 2016
In 2018…
GROWTH OPPORTUNITIES: INVEST IN NEW MARKETS
GROWTH OPPORTUNITIES: INVEST IN NEW MARKETS
We maintain the support & all the promotional offers
In 2018…
GROWTH OPPORTUNITIES: INVEST IN NEW MARKETS
Without forgetting the new B2B packs:
RETRACTABLE VERSION
GROWTH OPPORTUNITIES: INVEST IN NEW MARKETS
FROM OCTOBER 2017
(incl. pack + labour costs)
ON THE VALUE PACK
25%
DISCOUNT
FROM OCTOBER 2017
(incl. pack + labour costs)
ON THE VALUE PACK
30%
DISCOUNT
Without forgetting the new B2B packs:
CAP VERSION
PCE Sales
In PCS
-
6,722,310
pens
PCE Sales
In PCS
It is key for PCE to succeed this strategic launch
1+1
-20%
-25%
-20%
-20%
PEN HOLDER
FREE
PEN
CASE
FREE
MY FRIX
BOOK
FREE
12+1
The activation & launching plans are working;
To conclude…
In 2018, let’s remain focused & continue our promotional efforts!
Increase our organic traffic
Increase your role
Increase our social impact
2018 is an exceptional year that requires exceptional digital activities
KEY POINTS
We guarantee the best digital assets and best cost/performance for Affiliates
We want Affiliates to generate massive impact on the web and social media
through the digital assets PCE will provide
Let's discuss, to plan & schedule everything before October 2017 for the 100th website and social games
Amazon
€ 24,23
Otto
€ 6,45
Apple
€ 3,75
Tesco
€ 3,53
Home Retail Group
€ 2,33
€ 2,24
Cdiscount
€ 2,21
Zalando
€ 1,90
E.Leclerc
€ 1,88
Shop Direct
€ 1,86
Next Pic
€ 1,80
Carrefour
€ 1,70
Vente Privé
€ 1,70
Asda
€ 1,50
Metro Group
€ 1,46
John Lewis
12
%
Percentage of cross-border
B2C purchases in EU28
15
%
2014
16
%
2015
2013
A brand new website will be launched in 2018
A special assortment will be created for this Exclusive E-Shop
to sell exclusives 100th anniversary packs
Ex. with Mika's limited editions
Ex. A high-range pack
Ex. A co-branding pack
In Bucharest, we announced…
Unified & Attractive : Online
The V5 is a liquid ink rollerball equipped with an ink regulator for perfect ink flow
The V5 is a liquid ink rollerball equipped with an ink regulator for perfect ink flow
Unified & Attractive: Print
New photoshoots to enrich Akeneo
The one Single Source of Truth
Example of a future function
Engage on the
e-business highway
multilingual capabilities
training programme currently ongoing
distance training

video tutorials
Unified & Attractive: pilotpen.eu
AVAILABLE IN 2018
" MASTER DATA "
Let's restart at...
Ideas
links to other sellers…
numbers of ratings
number of sales
Full transcript