Internationalisering gennem co-branding og strategiske samarbejder med kulturen WHAT S NEXT?, INTERNATIONALISERINGSKONFERENCE, KØGE 1 DAGENS TEMA Hvad skal vi tale om i dag? Tiger har udviklet en ny platform, Tiger Music. Tiger Music er sat i verden for at distribuere smal kvalitetsmusik til en bred målgruppe globalt. Tiger Music skal sammen med Tigers kunstsamarbejder understøtte Tigers kerneforretning på et globalt marked. Hvorfor? Hvordan? Hvad? 2 1
TIGER I DAG Hvad er Tiger? 3 TIGER I DAG Hvorfor engagerer Tiger sig i kulturen? Hvad kan kultur gøre for vores internationaliseringsproces? 4 2
TIGERS VISION Tigers vision is to 1. Build identity 2. Create awareness WHY HOW WHAT 5 INTERNATIONAL PROBLEMSTILLING Globalt set er der stor forskel i synet på brandet Tiger! 6 3
FROM FUNCTIONAL TO EMOTIONAL PRODUCTS Function Emotion Functional Colourful Simple design Art and culture 3-5% of Tigers 7 CULTURAL COLLABORATION & CO-BRANDING CONCEPT The aim is to build identity and attractiveness through partnership endorsements, hereby leverage awareness, and emotionally connect with consumers. Vision Enhance uniqueness and relevance Aspire emotional relationships with consumers Build and reinforce identity though creative collaborations Elevate perception of quality and legitimatize Tiger as concept retailer Accommodate changing market conditions to stay relevant Rationale Differentiate Tiger from normal value retailers Create a platform for marketing and PR Reach people outside of the store environment Connect with consumers on an emotional level Offer new alternative Cultural Collaboration & Co-branding + Product Innovation Brand activation platform Value transfer from cultural actors to Tiger Connect on an emotional level through brand ambassadors Enhance visibility and activate social and digital media platforms Leverage perception of quality Reinforce value drivers such as creativity, innovation 8 4
CULTURAL COLLABORATION & CO-BRANDING CONCEPT Focus 2015 Develop global strategic co-branding initiatives on product level/innovation Transfer the Danish cultural collaboration strategy to other markets, focusing on selected mature markets. 9 TIGER MUSIC Tiger Music 10 5
1 KONCEPT PÅ 5 BEN Tiger Music Alive Tiger Music Live Tiger Music On Tour Tiger Music Legacy Tiger Music Community 11 INTERNATIONALE UDFORDRINGER DK vs. Udlandet? Centralisering vs. Autonomi? Kulturens rolle i skabelsen af en fælles fortælling Alliancer gennem utraditionelle partnerskaber hvem vil lege med? Lean Business fremgang Byg skibet mens det sejler 12 6
På baggrund af jeres erfaringer: Hvilke tiltag vil i råde Tiger Music til at gøre for at styrke deres bestræbelser på at kombinere: Internationalisering Kultur som partner Hvordan? Lean Business tilgang Vi bygger flyet mens vi flyver Brand udvikling 13 Hvis du skulle overføre nogle af principperne vi arbejder med i denne case til dit eget produkt og dine egne ambitioner: Kultur som partner Hvordan? Lean Business tilgang Vi bygger flyet mens vi flyver Hvilke overvejelser vil du gøre dig Snak sammen ved bordet 14 7