羅蘭貝格--geberit中國(guó)的策略流程再造b-文庫(kù)吧在線文庫(kù)
【正文】 be up to 50% of the total advertising expenditure (newspaper, magazine,TV, outdoor display etc) ? No established policy ? Very few expenditure on advertising (depending on special cases) Product display ? Clearly defined product display standard (location and size of showroom and space allocation, decoration standard from Kohler, product selection) ? Contract signed with distributors with clearly defined terms about product display ? Construction bonus offered to product display outlet ? There is no standard product display ? Display varies significantly region by region ? Sales staff has no influence on distributors as to marketing activities ? In general, it is difficult for distributor to get enough display board, lighting box, let alone other support Marketing expenditure million [RMB]1) Around 50 million [RMB] 1) Percentage of sales turnover 910% Around % Number of marketing personnel 5 Around 60 in China 1) Year 1999 121 Geberit as a brand is not well recognised in branddriven China while Kohler has successfully set up itself as a premium brand ? High end brand ? Well recognized Kohler (China) Geberit (China) ? Very few people outside the industry have heard of Geberit ? Not yet wellrecognized ? Slogan – ―THE BOLD LOOK OF KOHLER‖ ? Slogan – ―Modern sanitary concept‖ (in Chinese) Geberit “ Modern sanitary concept‖ Kohler Advanced American sanitary products 。 coverage execution, retail performance and after sales services Process Phase I Phase II Phase III ? Targeting of retail coverage ? Coverage execution ? Retail performance Phase IV ? After sales services Ownership Geberit Distributor Retailer Geberit and distributors Content ? Region and city selection priority ? Number of retail outlets etc. ? Product distribution target ? Subdistributor work development ? Product distribution targets ? Product display ? Pricing ? Merchandiser training ? Product bination ? Installation ? Warranty / maintenance 97 GSHA has no clear retail coverage target ? Geberit lacks clear planning of retail work development ? Product distribution target is missing (sell what product to which distributor according to their strength and weaknesses ? Regional practice varies significantly, both in terms of retail coverage and product distribution Problem Oute 98 There are significant differences among different regions with regard to retail coverage Shanghai Beijing Guangzhou Shenzhen Northeast (Dalian amp。 reputation Differentiation strategy (High pricing) Geberit (Europe) Geberit (China) Technology is considered as advanced Quality is regarded as reliable Customer services are not satisfactory Brand awareness is low + + 89 Product strategy evaluation 90 The current product portfolio is unbalanced. Longterm strategic focus should be on concealed cistern, tank fittings, Pluvia and HDPE instead of adding Chantier Market potential High Competitiveness Low High Tank fittings Pluvia Concealed cistern HDPE/Mepla Public products Traps amp。 80 B. Strategy evaluation and Sales amp。 innovation Premium quality Premium customer services Premium brand amp。 Partners‘ analysis 95 Retail channel GSHA 96 The core process of Geberit retail sales should be divided into four steps: targeting of retail coverage。s approval and set conditions, project scope etc. Design institute run for project design bidding. If successful, design institute then work out the design drawing including engineering drawing of waste drainage system and roof drainage system Construction panies run for project construction bidding. The winner will carry out the construction and installation work. The following work is to be finished by decoration pany Project is approved and qualification license will be issued. Next step is ongoing maintenance Ownership Project owner and developer Design institute Construction pany Decoration pany ? Project approval related institutions ? Distributor and Geberit (after sales services) Geberit Sell in stage1) Decision maker Influencer ? Piping ? Duofix ? Project owner or developer ? Design institute ? Public products ? Chantier ? Project owner or developer ? Installation pany ? Decoration pany 1): The earlier to get
教學(xué)課件相關(guān)推薦
鄂ICP備17016276號(hào)-1