Академический Документы
Профессиональный Документы
Культура Документы
AUG (SER.)
EX/PRO/BR
CORE
Air Conditioner
Core: Cooling and Comfort ,
– Sufficient cooling capacity ( Btu per hour),
– an acceptable energy efficiency rating,
– adequate air intakes and exhausts and so on
Expected
– Consumer Reports
– Consumers should expect at least 60 inches long,R-22
HCFC refrigerant (less harmful to the earth’s ozone layer
than the other types),
– one-year parts-and-labor warranty on the entire unit ,
– a five year parts-and-labor warranty on the refrigeration
system.
Air Conditioner
Augmented:
– Optional features like electric touch-pad controls
– display show indoor/outdoor temp., thermostat setting
– automatic mode to adjust fan speed based on the
thermostat setting and the room temperature,
– a toll free number for customer service , and so on
– Silent running,
– Completely balanced throughout the room, and energy
self-sufficient.
VCR
Core Benefit: Convenient entertainment
Ability to record and play back television or video programs
with adequate picture quality
Expected
Consumer reports states that for a typical VCR, consumers
should expect a digital quartz tuner that receives 125 cable
channels;
ability to record at – and play tapes recorded at—SP,LP, and
EP speeds;
on-screen programming of eight events up to one year in
advance with options of daily and weekly recording;
power on when tape is inserted and auto rewind at end of
tape;
one-year warranty on tape heads and others parts, three
months on labor
VCR
Augmented:
Optional features like hi-fi stereo sound, VCR plus,
Shuttle controls for easy backward and forward
scanning.
Voice-controlled programming; ability to edit out
commercials.
Potenialising
Co-creating unique value with customer
100 years of transition
Dotcoms- say in terms of how I want to
have relationship with the company.
I-net, bunch of screens, your own input.
Potentialising- the transition
Value creation- products and services
V.C to V.Cap to VCL to PVCL
Marketing: core-exp-pot,the value chain
Prods to services to experiences
Experience is conditioned by the context
of the consumer.
The question
Where am I? What point in time?
what do I bring prior to that experience
Very event oriented, space and time
constrained context within which the
individual undergoes experiences.
Restaurant
10 people
Potential = differentiate
Many 5 star res.
Experience- the next round of
differentiation
How do I provide unique experiences
Point of sale, MOT,
Questioning fundas of value creation???
What drives experience???
Experience dissatisfaction.
Experience by def involves individuals
Start from the experience-go backwards
Cell phone - feature function set
Digital technology crammed
Frus, dis-satn.- why navigate through all
the stuff that I don't need
Feature rich but experience poor
Answer Customer,adjective to noun
Value is created in the intersection of the
firm and the consumer
The exchange- POE to MOT to POS
Why involve ???
Ford
CDMA v/s GSM
Television and Cellular ind. USA
Why involve???
product development risks- I/P from Cus.
companies increase their V.C opport.
consumers create more value for
themselves due to unique experience
Music Industry- Cos.unilaterally define
choice for the consumer, Napster
no mechanism to sample the music
Apple’s strategic blunder
Why involve???
Do I listen to a million prospects before I
innovate
Liability v/s resouce
M. soft- 600 000 cus. Tested beta version
XP NT , 600 mn $ R & D
Peter Jackson Lord of the rings, Gordon
Patterson,
Seek to understand
Before brand innovations, understand
markets and the BCG positioning
M. leader, follower, challenger
Each has essentially an offensive and a
defensive strategy that is different
Branding-highly strategic, hence in line
Market leader’s branding strategy
Defensive:
Fast follower
Not a pioneer
IBM (Bell labs), Microsoft (best labs in voice
recognition)
Use capital side and not the brain side
Apple v/s IBM
Market leader’s branding strategy
Offensive
Grow the pie
Understand topography- cellular India
BSNL(2003), huge market access
Mature markets- Attract for newer markets
Attract newer customers
Rural marketing-eliminate class differentials
Packaging- the fifth P
Market leader’s branding strategy
Offensive
– Non consumers to consumers
– Maruti-800 expansion mode, TATA Motors
– Reliance
– Rural markets
– DNR- development first, n then research
The challenger
Defensive
– Coexist with no. 1
– Imitate no. 1(Berger King, Pepsi)
– India- most markets are coexisting.
– Banking, Airways,
– Offensive- challenge, but beware
Clone- follow- defensive-attack-offensive
Quietly defend first, attack later
Follower
Defensive
– Segment within segment
– Luggage Cos., Canteen contract, Jeep
– Car makers’ suppliers- pseudo specialists
Attack - innovation,
– Create radical change
– Chrysler
– automotive transmission,
– Convertible designs,
– cap forward design,
– Minivan
– Manufacturing rebate
– Sprint, TATAs, Cola.
Finance drives branding
Market share concentration depends on
the extent to which fixed costs dominate
financial structure
Aerospace, Auto
Semiconductor,
Intel v/s AMD v/s Motorola
Software
Intel-70 % m. share, 70 % fixed cost intensive
Wall-scope and scale of investments
Unity is strength
Solutions-attack in consortiums
IBM assembler, micro processor and
machine language- 7 dwarfs + B.L=UNIX
Boeing v/s Mcodonalds, Airbus
Microsoft monopoly- Linux+ IBM
Economies of scale and scope in
manufacturing + procurement = effective
branding