Kone Monospace Launch Group Presentation
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By Anlu Chen, Hsin-Yu (Jacob) Chen, Timo Fuhrmann, Candice Nicole Goree, Mary Frances McKennon, and Anne-Christin Ruehl UGBA 106 SEC 004 2014 Summer Session D University of California, Berkeley
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Kone Monospace Launch Group Presentation
- 1. MonoSpaceÂŽ Launch Germany A presentation by Anlu Chen, Hsin-Yu (Jacob) Chen, Timo Fuhrmann, Candice Nicole Goree, Mary Frances McKennon, and Anne-Christin Ruehl
- 2. Executive Summary Executive Summary Launch Strategy Execution 1. Executive Summary 2. Market 3. Target Segment 4. Launch Strategy 5. Execution 6. Q&A Market Target Segments 3/25/2015 Kone MonoSpace Launch Germany 2 Q&A
- 3. Market ⢠German elevator market dominated by residential construction (74 %) ⢠60 % hydraulic elevators, 40 % geared traction (residential low-rise) Residential Low-rise Other Low-rise Mid-rise High-rise Total Europe, Middle East, and Africa 65,000 8,500 4,000 500 78,000 North and South America 18,000 10,500 10,000 1,500 40,000 Asia and Australia 50,000 10,000 20,000 10,000 90,000 Total 133,000 29,000 34,000 12,000 208,000 3/25/2015 Kone MonoSpace Launch Germany 3 Executive Summary Launch Strategy Execution Market Target Segments Q&A
- 4. 21% 19% 18% 7% 6% 4% 25% Market Shares in 1995 Competitors 3/25/2015 Kone MonoSpace Launch Germany 4 Executive Summary Launch Strategy Execution Market Target Segments Q&A
- 5. Target Segments Target Group Responsible for Focus on Degree of influence General Contractors Construction & Renovation Initial price Architects Select elevators for smaller contractors and elevatorâs cosmetic options Additional usable space Property Developers Appoint a general contractor for a building project ď financial input Overall cost/ smooth ride 3/25/2015 Kone MonoSpace Launch Germany 5 Executive Summary Launch Strategy Execution Market Target Segments Q&A
- 6. Target Segments New construction Historical buildings 3/25/2015 Kone MonoSpace Launch Germany 6 Executive Summary Launch Strategy Execution Market Target Segments Q&A
- 7. Position Objectives What do we want to signal with our price? What is the best way to promote MonoSpace? 3/25/2015 Kone MonoSpace Launch Germany 7 Executive Summary Launch Strategy Execution Market Target Segments Q&A
- 8. Launch Strategy Question Strategy Rating Pricing Signal to customers / competitors Launch Pilot program Conventions Customer visits Advertising Direct mailing of corporate gifts Direct mailing of brochures Launch event 3/25/2015 Kone MonoSpace Launch Germany 8 Executive Summary Execution Market Target Segments Q&A Launch Strategy
- 9. Pricing - Signal to Competitors ⢠Maximize units sold ⢠Not trying to completely takeover the market Hydraulic PH Traction PT MonoSpace DM 60,000 DM 75,000 DM 70,000 Pros Cons ⢠Can make a profit ⢠Potentially could make more profit per unit 3/25/2015 Kone MonoSpace Launch Germany 9 Executive Summary Execution Market Target Segments Q&A Launch Strategy
- 10. ⢠Not trying to take advantage of customers ⢠Maximize profit per unit Pros Cons ⢠Make more profit ⢠Reasonable for product benefits ⢠Could hinder purchases 5% 6%Industry Average KONE Service Price Pricing - Signal to Customer 3/25/2015 Kone MonoSpace Launch Germany 10 Executive Summary Execution Market Target Segments Q&A Launch Strategy
- 11. Pilot Program ⢠10 elevators all around Germany ⢠In and near cities with historic city center ⢠Located in central railway stations Pros Cons ⢠Free PR in newspapers ⢠More accessible ⢠Expensive 3/25/2015 Kone MonoSpace Launch Germany 11 Executive Summary Execution Market Target Segments Q&A Launch Strategy
- 12. Historical city centers Pilot Program 3/25/2015 Kone MonoSpace Launch Germany 12 Executive Summary Execution Market Target Segments Q&A Launch Strategy
- 13. Hamburg Hbf Bremen Hbf DĂźsseldorf Hbf Frankfurt Main Hbf Stuttgart Hbf MĂźnchen Hbf NĂźrnberg Hbf Dresden Hbf Leipzig Hbf Berlin Hbf Train stations Historical city centers Pilot Program 3/25/2015 Kone MonoSpace Launch Germany 13 Executive Summary Execution Market Target Segments Q&A Launch Strategy
- 14. Conventions ⢠Target market players on specialized conventions: architecture & construction Pros Cons ⢠Face-to-face communication ⢠Great number of contacts in a short period of time ⢠Costs (DM 300,000) ⢠No full attention ⢠A lot of work to reach different market players 3/25/2015 Kone MonoSpace Launch Germany 14 Executive Summary Execution Market Target Segments Q&A Launch Strategy
- 15. ARCHITECT@WORK Berlin ARCHITECT@WORK Stuttgart ARCHITECT@WORK DĂźsseldorf Bau MĂźnchen Bautec Berlin interlift MĂźnster Construction Architecture 3/25/2015 Kone MonoSpace Launch Germany 15 Conventions Executive Summary Execution Market Target Segments Q&A Launch Strategy
- 16. Customer Visits ⢠Increase sales force by five for the launch to compete ⢠Performance-based salary Pros Cons ⢠Provide expertise ⢠Know who has been contacted ⢠Basis for long-term relationship ⢠Respond to concerns directly ⢠Costs of training + salary ⢠Takes more time to reach more people 3/25/2015 Kone MonoSpace Launch Germany 16 Executive Summary Execution Market Target Segments Q&A Launch Strategy
- 17. Direct Mailing - Corporate Gifts ⢠Mail out CDs, posters, models to current KONE customers Pros Cons ⢠Reach a lot of people ⢠Brand building ⢠Expensive to make and ship ⢠Executives may not have time to watch 3/25/2015 Kone MonoSpace Launch Germany 17 Executive Summary Execution Market Target Segments Q&A Launch Strategy
- 18. Direct Mailing - Corporate Gifts CD Model Poster 3/25/2015 Kone MonoSpace Launch Germany 18 Executive Summary Execution Market Target Segments Q&A Launch Strategy
- 19. Direct Mailing - Brochures ⢠3 different brochures for general contractors, architects and property developers ⢠Around 15,000 companies Pros Cons ⢠Relatively inexpensive around DM 30,000 ⢠Information is targeted ⢠Good for brand building ⢠Could be disposed before view 3/25/2015 Kone MonoSpace Launch Germany 19 Executive Summary Execution Market Target Segments Q&A Launch Strategy
- 20. Direct Mailing - Brochures 3/25/2015 Kone MonoSpace Launch Germany 20 Executive Summary Execution Market Target Segments Q&A Launch Strategy
- 21. Advertising ⢠Elevator journals and architecture magazines (Baumeister, Häuser, Architektur und Wohnen) ⢠Black and white 1-page ad ⢠1 construction and 3 architecture journals per month ď monthly rotation Pros Cons ⢠Gets directly to target group ⢠Worked well in Netherlands ⢠Great for reach ⢠Cost around DM 9,000 a month ⢠Could reach customers we already contacted 3/25/2015 Kone MonoSpace Launch Germany 21 Executive Summary Execution Market Target Segments Q&A Launch Strategy
- 22. Launch Event ⢠Large party at German company headquarter ⢠Invite sales people, property developers, contractors and owner landlords Pros Cons ⢠Good for PR ⢠Brand building/ general awareness ⢠Good for employee moral ⢠Expensive ⢠Typically not much actual sales occur at the event ⢠Not everyone will be able to attend 3/25/2015 Kone MonoSpace Launch Germany 22 Executive Summary Execution Market Target Segments Q&A Launch Strategy
- 23. Execution 3/25/2015 Kone MonoSpace Launch Germany 23 1996 1997 1998 1999 Hire & train Magazine ads Direct Mailing Establish pilot program Launch Events Conventions Face to face sales Telemarketing Executive Summary Launch Strategy Execution Market Target Segments Q&A
- 24. Questions & Answers 3/25/2015 Kone MonoSpace Launch Germany 24 Executive Summary Launch Strategy Execution Market Target Segments Q&A
Hinweis der Redaktion
- This is a relatively stable market Because of the high entry barrier And competitors are not trying to take over the market share Therefore creates a Competitive coexistence situation.
- Property developer Building owner Owner landlord Construction company manager Construction company purchasing Architect
- Kone managers suggested a higher price when we donât have 15% of the market share ď not the case in Germany 17% increase from Hydraulic price is reasonable for people to pay but not too much that we take too much market share
- But again with the cost savings and energy, time and space a 1% increase is justifiable
- Althought they have a high price, worth it for publicity and convenience
- Otis and Schindler outnumber KONEâs salesforce by 5 to 1 ď later downsize Give customers a good feeling Commission type salary so cost should pay for itself
- give customers a good feeling Commission type salary so cost should pay for itself
- give customers a good feeling Commission type salary so cost should pay for itself
- Eventually the ads will be in around 25 architecture journals and 12 construction journals Netherlands: 40 â 60 inquiries per ad