Atea „r 52+4 EN

Branding and marketing
With the aim of supporting the vision of becoming
the best in Europe, the strategic market targets are for
Atea to be customers’ and partners’ first choice, to be
the market leader, and to have the biggest market
share as well as profitable growth on every geographical
market in which we are represented.
ALREADY A STRONG MARKET POSITION
Following Atea’s launch on the Nordic market in April
2001, two measurements of brand strength in the
target group have been performed – the first in
October 2001 and the second in October 2002. The
results show that Atea has in general assumed a
strong position on all geographical markets where it
operates.
In 2002 Atea’s market shares barely moved.
Atea’s primary target group, each market’s 300
biggest companies and organisations, has been the
segment which has most reduced its IT-purchases.
Home PCs in Sweden and Norway, licence sales in
Denmark, Finland and Sweden and the public sector
in all four countries have helped keep figures at
an acceptable level. For 2003 Atea is reckoning on
increased growth in the target group and thus an
increased total market share again.
As well as the market position and market share,
Atea is working on the Customer Score Card (CSC),
a customer-satisfaction index developed in-house.
Atea – a brand on the way up
Since the Atea brand was launched in April 2001 the company has taken a strong position on all
geographical markets where Atea operates.
The results of completed CSC investigations show
that Atea occupies a very strong position amongst
existing customers. This applies both to qualitative
key ratios and to customer share (share of wallet).
EMPHASIS ON STANDARDISATION
Atea’s offering is about simplifying and rationalising
its customers’ management of IT-products with the
aid of the Atea Value Chain. Atea is striving for
standardisation of products, services and processes.
REWARDING SALES CAMPAIGNS DURING THE
YEAR PRODUCED RESULTS
Brand-building is to be enhanced by the values
which support Atea’s overall strategy: operational
superiority and proximity to the customer.
In addition to Atea’s aim as a brand and company
to be perceived as the most cost-effective player
regarding management of IT-products, in 2002 Atea
began increasing its offering to include analysis and
planning of major infrastructure projects and more
advanced relevant infrastructure products.
In Finland Atea already holds that position. In
2002, sales campaigns were performed in Denmark,
Norway and Sweden, emphasising analysis and
advisement as well as sales of server and storage
products.
The Best in Server Class and Best in IT-Class
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campaigns were very well received in the target
group and generated increasing sales figures. The
campaigns also led to good results in terms of measurements
performed.
Three-stage model
Marketing communication
Services & Business areas
• Marketing Tool Box
• Sales activities (ROI, TCB, TCO)
Products
• Product offering
• Distribution & Logistics
Marketing Focuses on sales
Atea Brand
Tomorrow´s IT-thinking
Brand
• Leading in the
Nordic countries
• One Step Ahead
Why
How
What
Atea’s marketing is oriented towards supporting the sales
team’s work by creating and developing fruitful long-term
business relations with old and new customers.
This is done partly through long-term brand-building and
partly through more direct use of customer-focused salessupport
activities, and in collaboration with the sales team.
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