What is Sales and Marketing Strategy of Kone Company?

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What is KONE's Sales and Marketing Strategy?

KONE, a global leader in elevators and escalators, has a strategy focused on digital transformation and sustainability. Its 'Rise' strategy for 2025-2030 underscores these priorities, aiming to enhance customer experience and modernize urban mobility.

The company's approach has evolved from traditional sales to a digitally-driven model emphasizing predictive maintenance and eco-efficient solutions. This shift reflects a commitment to the entire building lifecycle.

KONE's sales and marketing strategy centers on delivering advanced elevator and escalator solutions, supported by a strong digital presence and a focus on customer-centric services. The company aims to be a partner throughout the building's lifecycle, offering innovative products and maintenance services. Its recent performance highlights this, with Q1 2025 orders reaching EUR 2.4 billion, a 6.4% increase year-over-year. For 2024, KONE reported annual sales of EUR 11.0 billion. This strategy is further detailed in the Kone PESTEL Analysis, showcasing how external factors influence its market approach.

KONE's sales strategy is built on a foundation of direct engagement with its business-to-business clientele, encompassing building developers, owners, and facility managers. This direct approach is crucial for new equipment installations, modernization projects, and securing ongoing maintenance services, fostering tailored solutions and strong customer relationships.

Direct Sales Force

KONE's primary sales channel involves a dedicated direct sales team. This team engages directly with building developers, owners, and facility managers to offer new equipment, modernization services, and maintenance contracts.

Digital Channel Expansion

The company is actively expanding its digital channels, integrating platforms like KONE Care Online and KONE Mobile. These digital tools offer customers real-time information and self-service options, enhancing efficiency and transparency.

Omnichannel Integration

KONE's strategic shift towards omnichannel integration is a key aspect of its evolving business strategy. This approach aims to provide a seamless customer experience across all touchpoints, both physical and digital.

Service and Modernization Growth

The company's focus on digital transformation is driving significant growth in its service and modernization segments. In Q1 2025, Service sales saw an 8.5% increase at comparable exchange rates, while Modernization sales experienced a surge of approximately 20%.

Market Diversification and Partnerships

KONE is diversifying its market exposure, with orders received growing by over 10% in regions outside Greater China during Q1 2025. This strategic move is supported by key partnerships that facilitate integration into larger building projects and smart city initiatives.

• Direct sales for B2B clients
• Digital platforms for customer interaction
• Focus on service and modernization sales
• Market diversification beyond Greater China
• Strategic partnerships for project integration

KONE's 'Rise' strategy, set for 2025-2030, underscores a commitment to accelerating digital initiatives to fundamentally transform service delivery. This digital push is a core component of its Kone business strategy, aiming to enhance customer interaction and procurement processes. The company's market exposure is also diversifying, with orders outside Greater China growing by more than 10% in Q1 2025, while Greater China's share of the order book decreased from approximately 40% in Q1 2024 to about 30% in Q1 2025. This shift indicates a broader global sales approach. Understanding KONE's customer acquisition strategy for building owners involves leveraging both direct sales and digital engagement. The company's sales funnel for maintenance and service contracts is likely robust, given the strong performance in these areas. Analyzing Kone's competitive sales tactics in the global market reveals a blend of traditional direct sales and innovative digital marketing. For insights into how KONE generates revenue and its overall operational structure, one can refer to Revenue Streams & Business Model of Kone.

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KONE employs a multifaceted marketing strategy that blends digital innovation with traditional engagement to build brand awareness, generate leads, and ultimately drive sales. This approach is central to their Kone business strategy, aiming to connect with a diverse clientele.

Digital Content and Engagement

KONE actively uses content marketing, featuring its 'The Flow of Urban Life' podcast, which delves into topics like urbanization and smart cities. This initiative aims to establish thought leadership and engage a broad audience interested in urban development.

Data-Driven Personalization

The company emphasizes data-driven marketing, customer segmentation, and personalization. KONE 24/7 Connected Services uses IoT data from elevators and escalators for predictive maintenance, enhancing customer experience and operational efficiency.

Digital Tool Integration

Advanced digital tools such as Salesforce Sales Cloud, SAP Analytics Cloud, and Autodesk are utilized to optimize operations and service automation. These tools indirectly support marketing by providing data for targeted customer engagement and improving the overall Kone marketing strategy.

Industry Event Participation

KONE maintains a strong presence at major industry events and trade shows, including MIPIM, UITP, and CTBUH in 2025. These platforms offer direct engagement opportunities with potential clients and a venue to showcase their latest innovations in vertical transportation.

Customer-Centric Evolution

The company's marketing mix has seen a significant evolution, with a pronounced shift towards digital tools. This aligns with their customer-centric approach, which began with their 'Winning with Customers' strategy (2017-2020), enhancing employee empowerment and service delivery.

Digital Marketing Backbone

While specific details on SEO and paid advertising are not public, KONE's commitment to digitalization suggests a robust digital marketing foundation. This supports their Kone elevator sales and Kone escalator marketing efforts by ensuring visibility and lead generation online.

Strategic Marketing Pillars

KONE's marketing tactics are designed to support its broader Kone business strategy, focusing on innovation, customer experience, and digital transformation. Understanding the Brief History of Kone reveals a consistent drive towards adapting and leading in the vertical transportation market.

• Leveraging digital platforms for content distribution and customer engagement.
• Utilizing data analytics for personalized marketing campaigns and service offerings.
• Participating in key industry events to foster direct client relationships and showcase technological advancements.
• Focusing on smart building technology and accessibility solutions in marketing communications.
• Continuously evolving the marketing mix to reflect changing customer needs and technological capabilities.

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KONE's brand positioning centers on its purpose to 'shape the future of cities' and its vision for the 'best People Flow® experience'. This focus differentiates the company by emphasizing seamless, safe, and sustainable movement within urban buildings, extending beyond mere equipment manufacturing to offering integrated, smart solutions across a building's lifecycle.

Human-Centric Urban Mobility Focus

KONE positions itself as a facilitator of efficient people flow, aiming to enhance urban living. This approach highlights the company's commitment to creating smarter, more sustainable cities through advanced vertical transportation solutions.

Innovation as a Differentiator

The company's unique selling proposition is built on continuous innovation, such as the KONE UltraRope® technology. This carbon fiber hoisting solution significantly boosts energy efficiency and enables taller building designs, showcasing a commitment to cutting-edge development.

Commitment to Sustainability

Sustainability is a core pillar, with KONE aiming to help customers reduce their carbon footprint. The company has set ambitious targets, including a 50% reduction in operational emissions and a 40% cut in product-related emissions by 2030.

Customer-Centric Experience

Through its 'Rise' strategy, KONE strives to be the preferred partner for customers and employees. This focus on customer experience, coupled with leading innovation and sustainability, reinforces its market standing.

KONE's brand messaging is consistently applied across all platforms, reinforcing its image as a dependable and forward-thinking partner in the vertical transportation market. This consistent communication strategy is crucial for its Kone sales strategy and Kone marketing strategy. The company's dedication to quality and innovation has earned it recognition, including two Red Dot design awards in 2025 and inclusion on the 2024 CDP Supplier Engagement Leaderboard. This reinforces KONE's competitive sales tactics in the global market and its approach to selling smart building technology. Understanding Mission, Vision & Core Values of Kone provides deeper insight into these strategic choices.

Target Audience Appeal

KONE effectively appeals to building owners, developers, and facility managers by highlighting tangible benefits. These include enhanced energy efficiency, the ability to construct taller buildings, and a commitment to reducing environmental impact.

Technological Leadership

The company's emphasis on technological advancements, like the KONE UltraRope®, positions it as a leader in the industry. This innovation directly supports its Kone elevator sales and Kone escalator marketing efforts by offering superior performance and sustainability.

Sustainability as a Core Value

KONE's proactive stance on sustainability, including its emission reduction targets, resonates with environmentally conscious clients. This commitment is a key aspect of its Kone building solutions strategy and marketing Kone's eco-friendly elevator technologies.

Customer Acquisition and Retention

The focus on customer experience and reliability underpins KONE's customer acquisition strategy for building owners and its customer retention strategies in the service sector. This holistic approach ensures long-term client relationships.

Market Segmentation

KONE likely employs sophisticated market segmentation, tailoring its offerings and marketing messages for different segments, such as residential elevators. This approach is vital for its Kone's sales funnel for maintenance and service contracts.

Channel Partner Engagement

The company's success also relies on its approach to channel partner sales and marketing. This involves equipping partners with the knowledge and tools to effectively sell KONE's diverse range of solutions.

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KONE's marketing and sales strategies are deeply integrated, focusing on innovation, customer experience, and sustainability. The company's approach aims to position KONE as a leader across various segments of the vertical transportation market, from residential buildings to high-rise commercial properties.

'Rise' Strategy: A Forward-Looking Campaign

Announced in September 2024 and effective from January 1, 2025, KONE's 'Rise' strategy is a comprehensive campaign designed to elevate the brand's standing. It targets leadership in employee and customer experience, sustainability, innovation, growth, and profitability.

Strategic Pillars of 'Rise'

This strategy is built on four key shifts: accelerating digital transformation in service delivery, driving modernization efforts, focusing on winning in the residential segment, and actively cutting carbon emissions.

KONE DX Class Elevators: Redefining User Experience

The ongoing campaign for KONE DX Class elevators, introduced in 2021, emphasizes digitally connected experiences. These elevators offer customizable sensory features and digital services, enhancing 'People Flow' and receiving positive customer feedback, particularly for models like the KONE MonoSpace 100 DX.

KONE 24/7 Connected Services: Predictive Maintenance

KONE 24/7 Connected Services is a significant initiative leveraging IoT and AI for predictive maintenance. This service aims to maximize elevator uptime and extend product lifecycles, directly contributing to customer value and operational efficiency.

KONE's marketing efforts also extend to customer engagement events, such as the 'KONEct 2025' event in the Philippines in August 2025. This event underscored the company's dedication to sustainable urban growth and served as a platform to introduce new solutions like the KONE High-Rise MiniSpace™ DX elevator, highlighting its role in modernizing infrastructure and reducing carbon footprints in urban environments. These campaigns collectively demonstrate KONE's commitment to innovation and customer-centric solutions, aligning with its broader business strategy to maintain a competitive edge in the global market. Understanding these initiatives is key to analyzing Competitors Landscape of Kone.

Digital Transformation in Service

Accelerating digital transformation in service delivery is a core component of KONE's 'Rise' strategy, aiming to enhance efficiency and customer satisfaction.

Modernization Drive

The company is actively driving modernization efforts across its product and service portfolio to meet evolving market demands.

Residential Segment Focus

Winning in the residential segment is a strategic priority, indicating a focused sales and marketing effort towards this key market.

Carbon Emission Reduction

A significant emphasis is placed on cutting carbon emissions, aligning marketing messages with sustainability goals and eco-friendly solutions.

Innovation in Connectivity

KONE's DX Class elevators showcase innovation through built-in connectivity, enhancing the overall user experience and building integration.

Predictive Maintenance Technology

The deployment of KONE 24/7 Connected Services highlights the company's commitment to using advanced technology for reliable service delivery.

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