Kone-ppt

KONE: THE MONOSPACE LAUNCH IN GERMANY

Group : Alok Saha (XPGDM 06) Vijay Gopal (XPGDM 53) Abhay Sharma( XPGDM 01) Pradyut Roy (XPGDM 33) Krishnendu Paitandy (XPGDM 16) Soubhik Ghosh (XPGDM 49)

Case Study Launch of MonoSpace in the German market Successful entry strategy for MonoSpace

Analysis Importance is Monospace launch Lessons learned from launch in Other markets Competitor’s Reaction Price and Performance fit  key weaknesses  Marketing Plan

Question 1  How importance is Monospace launch for Kone?  What are the implications of success or failure of the Monospace launch?

Importance of Monospace Launch 

Price competition and Margin erosion global player Revolutionary technology The average return rate of B&N College was 34 %. Bookstore sent mail to University professors. McGraw-Hill sent a similar letter to the University explaining why its new policy is justified.

 

Implication of Success or failure Benefits • No machine room construction leading to cost saving. • Energy Efficient. • Lower peak currents • No oil requirements • Installation time.

Question 2 • What can be learned from the test market and market launches in the other three countries? • How does the German market (and KONE’s position in and approach to it) differ from the other markets? • What are the implications of these differences for transferring experience gained

Lessons Learnt • Target the major influencing group, i.e. energy suppliers. • Target the architects and general contractors. • Communicate the benefits of the new technology by print, electronic media and personal meetings. • Before attracting the customers, install the pilot plants. • Focus on the activities of competitors and work accordingly. • With the low rise builders rarely using scaffolding and use cranes, we need to focus on which segment to target.

Question 3 • How do you expect the Monospace to react to your launch plan? How do you plan to manage the competitor’s reaction?

Question 4  • Where does Monospace fit price and performance-wise relative to KONE’s and its competitor’s current product lines? Or, does it potentially change anything? If yes, how? What are the short term and long-term implications of your approach? •  .

Question 5 • What key weaknesses in KONE’s current capabilities will need to be managed to ensure the success of the product launch?

Marketing plan for MonoSpace in Germany • 

 

Thank You