Nordic Marketing Conference
of Statistical Products and Services
Helsinki, Finland, June 13-15th - 2005
Workshop 4:
Competition and Co-operation on the
Market of Statistical Services.
Country presentation from
Denmark
Statistics Denmark
Erik Sommer
Workshop 4: Competition and Co-operation on the
Market of Statistical Services
• 1) Competition – and competitors?
• 2) Co-operation and partnerships?
• 3) Sales strategy – distribution channels?
• 4) Reseller agreements – content and approach?
• 5) Strategical focus
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Nordic Marketing Conference Helsinki, Finland 2005
Competition and competitors (1)
•
•
•
•
•
No demand – no customer demand
No supply – no relevant data
Companies using their own or alternative data
Third parties – resellers taking the market
Other governmental statistics – see
www.dr.dk/kriminalitet, www.statistik.politi.dk
• Free data
• Etc.
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Nordic Marketing Conference Helsinki, Finland 2005
Co-operation and partnerships (2)
• Creating joint projects with public or private
companies
• Denmark: The National Square Grid created in
partnership with National Mapping Agency
www.kms.dk
• Denmark: Products combining maps and
statistical data online – XPoint
www.dst.dk/xpoint. Created in partnership with
Neozone www.neozone.com
• Denmark: Presenting griddata by reseller
Geomatic www.conzoom.net
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Nordic Marketing Conference Helsinki, Finland 2005
Sales strategy – distribution channels (3)
• Direct sales: customer direct contact
• Indirect sales: sales through reseller who either
distribute products without any change or
adding data and creating a new product –
customer primarialy indirect contact.
• Statistics Denmark: The statistical division
focus in Social Statistics primarialy on public
customers. Interview- and Market Service focus
primarialy on private customers but also on
municipalities, surveys and geographical data.
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Nordic Marketing Conference Helsinki, Finland 2005
Reseller agreements – content and approach (4a)
•
•
•
•
Royalty model for resellers.
Option 1: Purchase of data for resale purpose
Option 2: Distribution of data without purchase.
Royalty option 1a: Either flat fee 40% Statistics
Denmark, 60% reseller (for 2nd sale). First
purchase full price.
• Royalty option 1b: Fee related to total sales,
level 1: 50% vs. 50%, level 2: 33,3% vs. 66.7%,
level 3: 25% vs 75% (Statistics Denmark vs.
reseller).
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Nordic Marketing Conference Helsinki, Finland 2005
Reseller agreements – content and approach (4b)
• Royalty option 2a: first sale 75% Statistics
Denmark, 25% reseller.
• Royalty option 2b: second sale same product
70% Statistics Denmark, 30% reseller.
• Basic principle of pricing: Cost recovery
• Argument for reseller royalty model: Reduction
of customer relationship management ”CRM”
and belief in creating a product with greater
added value leading to cost reduction.
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Nordic Marketing Conference Helsinki, Finland 2005
Strategical focus on sales (5)
Level
Strategical
level
Period:
timeframe
3-5 years
Topmanagement
Action
Mission, Vision, Values
(our core values)
Tactical level 1-3 years
Departemental
divisions
Marketingplan for each
departement division
(vertical focus)
Operational
level
Websiteproject and
Sales Team (horizontal
focus)
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less than 1 year
Nordic Marketing Conference Helsinki, Finland 2005
Our core values: Statistics Denmark
1) Official statistics are our responsibility
2) Our efforts make a difference
3) We take the initiative
4) We focus on quality
5) We listen to everyone and think outside the box
6) Together, we create a good working environment
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Nordic Marketing Conference Helsinki, Finland 2005
SWOT analysis –
Nordic statement, internal & external relations (5)
Strenghts: internal
Weaknesses: internal
Opportunities: external
Threats: external
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Nordic Marketing Conference Helsinki, Finland 2005