【導(dǎo)讀】-80-. -81-. -82-. -83-. Vision. Strategy. ShanghaiDaishan. plumbingtechnology. technology. Geberit’scorporatestrategy. -84-. haven'tbeenachieved. Upperend. Position. Product. Channel. Brand. Chantier,concealedcistern. Premiumbrand. Notclearlydefined. Publicproducts,concealedcistern,Chantier,BWO&Traps,HDPE&Pluvia1). 2)RolandBerger&Partners‘a(chǎn)nalysis. -85-. Position. Product. Channel. Brand. Mediumtohighend. OEMchannel. Premiumbrand. Highendachieved,mediumend. indevelopment. segment. -86-. municated. ―。goal…―。Comment. -87-. toGeberitChina. 1. 2. 3. 4. 5. 6. Corepetence(Europe). Advancedtechnology. Superiorquality. Brand/reputation. Hightechnology. Highquality. Haven‘tbeenwellsetup. Notestablished. Notestablished. Corepetence(China). -88-. Premium. technology. &. innovation. Premium. quality. Premium. customer. services. Premium. brand&. reputation. Geberit(Europe)Geberit(China). +. +. -. -. -89-

　　

【正文】 oriented, however, strategic focus has been switching to retail sales 117 Customer services of Geberit lag far behind that of Kohler China Analysis Kohler (China) Geberit (China) ? Kohler (China) requires its distributors to employ Kohler Technical Specialist (KTS) to deal with preandafter sales services ? Kohler (China) provide KTS with technology training and relevant support ? In addition, technical staff from Kohler sales representative office will further support KTS ? Services functions are not clearly defined – Practice differs region by region – Mostly covered by regional sales staff themselves – In case of technical problems that can‘t be solved, sales staff turn to application and services department for assistance ? Training from GSHA is far from enough Customer service parison Customer services Impact ? High service level ? High customer satisfaction ? Reputation built up both for Kohler and distributors ? Better understanding of Kohler products by distributors ? Latest technical information update ? Slow responsiveness ? Customer plaints/low customer satisfaction ? Low service level ? High service cost ? Sometimes cause damage to reputation 118 KTS selection ? Selection of KTS personnel should be from Kohler distributors and get approval from technical manager of Kohler China ? From the beginning, one distributor can only have one KTS. Afterwards, more KTS can be added Technical manual ? Detailed Kohler technical manual will be provided to KTS in the time of technical trainging Kohler works closely with distributors to set up KTS system to improve pre and after sales services (1) KTS system analysis Technical support to KTS ? Technical support staff from Kohler representative office in Guangzhou, Beijing, Shanghai can provide KTS with suggestions, information support or even infield support if requested ? Only for those technical problems that can?t be solved can KTS contact technical staff of Kohler China Technical information ? KTS is responsible for setting information database using related handouts, technical manual and CDROM from Kohler China 119 Kohler works closely with distributors to set up KTS system to improve pre and after sales services (2) KTS system analysis Spare parts ? After KTS personnel finish technical training and get approval, some frequentlyused spare parts will be provided to distributors free Maintenance kits ? Kohler will provide KTS with a tools list so that distributors can buy tools based on the list Special maintenance kits ? Kohler will provide special tools to distributors 120 There are significant differences between Kohler and Geberit in the area of marketing support Kohler (China) Marketing parison Geberit (China) Advertising support ? 2% of the ordering amount of domestic manufactured products can be offered to distributor as cooperative advertising suppport ? Advertising expenditure support from Kohler China to distributor can 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 product