Presentation at BrandMaker Conference in Cologne May 15

Anna Vilhelmsson and Elena Borrego

VOLVO CARS AGEN

1. Presentation of the company

2. Introduction to the Volvo Cars Content Store

3. Case study: the Dealer Module case

4. Experiences and challenges

5. Questions

”Cars are driven by people. The guiding principle beh ind everything we make at Volvo,

therefore is – and must remain – safety.” Assar Gabrielsson & Gustaf Larson, the founders of Volvo

Designed around you since

Designed around

Everything we do starts with people.

It´s what makes us different from other

car companies, and it´s at the heart of

everything we create.

That´s why Volvo cars are

designed around you

Our vision is to be the world’s most

progressive and desired premium car brand

Our Our Our global success will be driven by making life le ss

complicated for people, while strengthening our

commitment to safety, quality and the environment.

NEW DESIGN

Concept XC Coupé

Concept Estate Concept Coupé

AGEN

1. Presentation of the company

2. Introduction to the Volvo Cars Content Store

3. Case study: the Dealer Module case

4. Experiences and challenges

5. Questions

10

An introduction to

Volvo Cars Content Plan, adapt and roll out global marketing campaigns easily

VOLVO CARS Content Store – BRANDMAKER

MODULES

• Media pool: up and running since June 2013

• Smart access: up and running since June 2013

• Job manager: up and running since June 2013

• Review manager: not yet implemented

• Marketing Planner: not yet implemented

• The Shop: market by market roll-out started Aug 2013

• Web-to-print: market by market roll-out started Aug 2013

• Web-to-web: market by market roll-out started Aug 2013

• Brand management portal: project started May 2014

Date Created : 13

Volvo cars content store - ONE GLOBAL ASSET BANK

VOLVOCARS Content Store - value contribution

• One platform supporting Content Distribution within all areas

( Marketing, Customer Service, PR )

• One Stop Shop for dealer material

• Produce centrally – adapt locally

• Marketing Planning - align global planning towards NSCs

• Brand Portal - improving ways of directing the users and to distribute campaigns & brand content in a

smarter way

High level process @ Content Store

Towards a real MRM System

supporting all Marketing

activities

AGEN1. Presentation of the company

2. Introduction to the Volvo Cars Content Store

3. Case study: the Dealer Module case

4. Experiences and challenges

5. Questions

publis Web = THE Dealer

The Dealer module will be the one-stop-shop

for marketing material, where NSC’s and

dealers easily can adapt global produced

PRINT and DIGITAL templates.

CURRENT/PREVIOUS Process FOR Dealer Tactical ADS

Same effort is duplicated - opportunity to make these efforts more efficient globally

Lack of securing the Brand Guidelines

Tomorrow Global Template Process (High level)

Global Toolkits deliver In design material to W2P/HTML

Design Manager creates dynamic template: Securing global brand consistency

Best Practice expands the NSC/dealer marketing assets options on a world base

NSC Local templates with determined needs (To define cost model or local set up)

1

2

3

4

5

A sample of the pilot markets tactical ads showed potential efficiencies on the template layouts and opportunities on securing Brand consistency and

producing efficiencies

ONE Template for

Multiple Variants – Model

EXAMPLES OF DEALER TACTICAL

Italy

Australia

UK

AGENDA

1. Presentation of the company

2. Introduction to the Volvo Cars Content Store

3. Case study: the Dealer Module case

4. Experiences and challenges

5. Questions

Experiences and CHALLENGES; DEALER MODULE

• Warm welcome to the Dealer module in the markets

• High acceptance towards the Best practises approach

• VDB’s set-up is complex in the system

• Due to the complex set-up we put risks on future system upgrades

• Standard vs. Local configurations has to be managed market by market

Experiences and CHALLENGES; GENERAL

• The platform has a real MRM approach and will help us to be more

efficient

• Clarify your needs before investing; take one step at the time

• Release management and quality assurance on upgrades

• A truly global platform needs to support all languages

• Missing a dialogue before voting on product development cycles

AGENDA

1. Presentation of the company

2. Introduction to the Volvo Cars Content Store

3. Case study: the Dealer Module case

4. Experiences and challenges

5. Questions

QUESTIONS?

Contact information

Alex Bedlington

Volvo Cars, Vice President of

Marketing, Sales and Customer

Services

alex.bedlington@volvocars.com

1-800-663-8255

Elena Borrego

Volvo Cars Marketing Communications

Manager Content Distribution

elena.borrego@volvocars.com

1-800-663-8256