IBM产品差异化模型

1、成功经理人 http:/$appeals$appeals processoverviewnovember 1999performancepackagingease of useavailabilitylife cyclesocial acceptance$ priceassurances成功经理人 http:/$appealscustomer $appeals process objectivesto establish a common framework for understanding customer and competitive priorities that will driv

2、e product development.this process will enable us to define winning products that delight our customers and increase our market share. 成功经理人 http:/$appealscustomer $appeals is a business process that focuses on the customers competitive buying decisionswar r ant e eperformancepackagingease of useava

3、ilabilitylife cyclesocial acceptance$ priceassurancesvaluevalue成功经理人 http:/$appealscustomer $appeals is an acronym that describes the eight basic criteria in the customers competitive buying decisions$priceavailabilitypackagingperformanceease of useassuranceslife cycle costssocial influencesperforma

4、ncepackagingease of useavailabilitylife cyclesocial acceptance$ priceassurancesperformancepackagingease of useavailabilitylife cyclesocial acceptance$ priceassurances成功经理人 http:/what functionality & performance characteristics are wanted?ease of usewhat constitutes ease of use, installation, adm

5、inistration, etc. ?availabilitysocial acceptancewhat image will facilitate a purchase decision and how do customers acquire this information?life cycle costshow much do customers expect to pay for the value they seek?performance$pricewt: .172availabilitywt: .031packagingwt: .094performancewt: .252ea

6、se of usewt: .079assuranceswt: .289life cycle costswt: .030social acceptancewt: .053customer $appealsprovided by the whole product/ serviceassurances$ pricewhat lifecycle cost considerations influence the purchase decision?packagingvisual evaluation / bundlingcustomers complete buying experience - i

7、ncluding the channels through which they buycustomer $appeals categories are examined from a customer perspective成功经理人 http:/customer $appeals factorcustomer $appeals factor description$ pricethis factor represents the price customers expect to pay for a satisfactory product/offering. when rating ve

8、ndors against this criterion, consider the actual or perceived value that the customer is receiving for the price paid. this would include the value perceived for technology, low-cost producer, materials, labor costs, overhead, experience, automation, simplicity, producability etc.assurancesthis fac

9、tor generally represents the assurances of reliability, safety, and quality. when rating vendors against these criteria, consider how the customer rates the total product in reducing his/her concerns for assured performance under foreseeable conditions? this can include such attributes as warranty,

10、certifications, redundancy, strength.performancethis factor represents the desired functions and features of the offering. when rating vendors against these criteria, consider the actual and perceived performance of the product with respect to desired functions and features. how well does the produc

11、t do its job. does the product have all the required and desirable features? does it offer superior performance, as measured by the customers for such attributes as speed, power, capacity?packagingthis factor represents the desired visual attributes of design quality, performance, and appearance. in

12、 a software context, it represents the collection of items comprising the offering and providing its functionality (bundling). when rating vendors on this factor, consider the customers opinion of the form, design, etc. and how well these attributes contribute to the desirability of the offering. pa

13、ckaging considerations should include style, modularity, integration, texture, color, graphics, industrial design , etc.ease of usethis factor represents ease-of-use attributes of the offering. when rating vendors against these criteria, consider the customers opinion of the product with respect to

14、comfort, learning, documentation, support, ergonomics, displays, sensory inputs/outputs, interfaces, intuitiveness, etc.availabilitythis factor represents the customers buying experience with respect to its ease and effectiveness (i.e. letting the customer have it their way). when rating vendors aga

15、inst these criteria, consider the degree of excellence in the entire buying experience , including presales technical support and demonstrations, the purchase channel/vendor preference, delivery times, ability to order custom features, etc.life cycle costthis factor represents the cost of ownership

16、over the life cycle of use. when rating vendors on this factor, consider installation costs, training, service, supplies, energy efficiency, trade-in value, disposal costs, etc.social acceptancethis factor represents other influences which affect the buying decision. when rating vendors on this fact

17、or, consider how favorable purchase decisions are influenced through word-of-mouth, third party expert opinions, consultant reports or opinions, image, government or industry standards, regulations, social approval, legal concerns, product liability, etc.each customer $appeals factor must be conside

18、red from the perspective of customers in a market segment成功经理人 http:/$appealsdetermine who the customers are integrator, distributor isv, var, irsales, supportend userretrace the end users buying decision to determine all who influence the offering attributesin many cases it may be all three 成功经理人 h

19、ttp:/$appealsconducting interviews:individual vs groupsinterviewing individual customers in the preferred method of gatheringthe voice of the customer in the best-in-class companies.source: best practices survey 1994use one or two customer groups to refine lines of inquiry and understandgeneral issu

20、es in the market segmentconduct individual interviews to understandspecific customer needs- preferred approach- conduct at customer site- allows you visual input in addition to voc 成功经理人 http:/$appealsthe eight customer $appeals model categories are expanded into factors for each category technology

21、materialsproductionlabor costsoverheadsinventoryscrapetc.price comparison$ priceraswarrantyreliabilityqualitysafetystabilityintegrityetc.fears & responseassurancespeedfunctionspecificationcapacityaccuracyversatilityproductivityetc.specs comparisonperformancedesignsales interfacelayoutsizestyling

22、colortextureetc.visual evaluationpackaginginstallationusabilityupgradegraphicsdisplaysergonomicsdocumentationetc.sensory comparisonease-of-usemarketingsalesdistributionchannelslead timesadvertisingorderingetc.buying experienceavailabilitylifetimeup/downtimewearservicebackupsenergyoperating costetc.t

23、rue cost comparisonlife-cycle-costsconsultantsgroupsenviron. impactlegal concernssafetysecurityliabilityetc.influence of otherssocial sanctionsperformancepackagingease of useavailabilitylife cyclesocial acceptance$ priceassurancesperformancepackagingease of useavailabilitylife cyclesocial acceptance

24、$ priceassurances成功经理人 http:/$appealsvalidate customer buying criteria:calibratethe axes with key criteria and relative value to the customerdescribe key criteriavaluedescribe key criteriavaluedescribe key criteriavaluedescribe key criteriavaluedescribe key criteriavaluedescribe key criteriavaluedes

25、cribe key criteriavaluedescribe key criteriavalueperformancepackagingease of useavailabilitylife cyclesocial acceptance$ priceassurances成功经理人 http:/$appealsrate your offering(s) against one to three key competitorsperform gap analysis against targeted competition in all theeight categories.10 = abso

26、lute best possible 9 = clear leader 8 = one of top 2 7 = parity with top 3-5 6 = typical good for the market place 5 = acceptable to most 4 = not acceptable to 25-35% buyers 3 = unacceptable to most 2 = extremely high level of dissatisfaction 1 = totally inadequatecompetitor xperformancepackagingeas

27、e of useavailabilitylife cyclesocial acceptance$ priceassurances成功经理人 http:/performancepackagingease of useavailabilitylife cyclesocial acceptance$ priceassurancesdescribe key criteriavaluedescribe key criteriavaluedescribe key criteriavaluedescribe key criteriavaluedescribe key criteriavaluedescrib

28、e key criteriavaluedescribe key criteriavaluedescribe key criteriavaluecompetitive analysis - target competitorsmarket segment :ibm offering :competitor : competitive analysis scale10 = absolute best possible 5 = acceptable to most 9 = clear leader 4 = not acceptable to 25-35% buyers 8 = one of top

29、2 3 = unacceptable to most 7 = parity with top 3-5 2 = extremely high level of dissatisfaction 6 = typical good for the market place 1 = totally inadequate 成功经理人 http:/成功经理人 http:/the value differentiation assessment is based on the customer $appeals framework for determining key customer buying cri

30、teria and offering performance against those criteria. the value differentiation assessment is performed for each targeted market segment.there are six primary steps involved in performing the customer value differentiation analysis:step 1: define key customer requirements in each of the eight $appe

31、als categoriesnote! these definitions should be based on direct customer research if possiblestep 2: identify and prioritize the list of customer requirements defined in step 1 into three categories: basic requirement - this is a kickout category, i.e. if the requirement is not met, the customer in

32、the market segment will not consider the offeringsatisfier requirement - this is a category beyond basic that can provide differentiation and additional value to the customer in the market segmentattractor requirement - attractor requirements provide the customer with unique or additional benefits a

33、nd value not met by either basic or satisfier requirementsstep 3: assign a weighting to each $appeals category to reflect its relative importance to segment customers.note! these assignments should based on direct customer research if possiblestep 4: rate ibm and best-of-breed(bob) competitor offeri

34、ngs based on how well each satisfies customer requirements defined for each $appeals category.step 5: calculate the ibm and bob scores for each category and sum across categories to obtain a single overall value for ibm and a single overall value for the bob competitor.step 6: calculate the final cu

35、stomer value differentiation factor value by dividing the overall ibm value by the overall bob competitor valueseveral steps are followed in evaluating customer value differentiation using the $appeals framework成功经理人 http:/customer $appeals factorstep 1: customer wants and needs definitionsstep 2:in

36、dentify prioritybasic (b), satisfier (s), attractor (a),$ price.3assurances.2.3performance.2.3packaging.2.3ease of use.2.3availability.2.3life cycle cost.2.3social acceptance.2.3market segment namesteps 1 and 2 identify from the perspective of

37、 customers in a market segment how they define the $appeals factors成功经理人 http:/$cost, priceavailabilitypackagingperformanceas influenced bydesignproducabilitytechnologymaterialsproductionsuppliersfabricationcomponentslabor costoverheadsfacilitiesproviding what customers want, when, where and how the

38、y want it:marketingsaleschannelsdistributionlead timesadvertisingconfigurationoptionspricingcustomizationphysical form, geometry, what the customer sees:stylingsize, quantitygeometric designmodularityarchitecturesurfacesmechanismsidentitygraphicsinside, outsidehow well the product performs its inten

39、ded function:functionappealspecificationspowerspeedcapacityflexibilitymulti-functionscapacitysizeease of useassuranceslife-cycle costssocial acceptanceconsider all users, buyers, operators, distributors:user friendlinesscontrolsdisplaysergonomicstrainingdocumentationhelp systemshuman factorsinterfac

40、esoperationassured performance under foreseeable conditions:reliabilityqualitysafetymargin of errorintegritystrengthflexibilitydynamicsloadsredundancylifetime costs as a function of:lifetimeuptime / downtimesafetyliabilitymaintainabilityserviceback-upsmigration pathstandardizationinfrastructureopera

41、ting costsinstallation costseffect of buying influences other then the user:indirect influencesconsultantspurchasing agentsstandards groupsgovernmentsocial approvallegal concernspoliticsshareholdersmanagementworkers, workplaceeach customer $appeals factor must be considered from the perspective of c

42、ustomers in a market segment成功经理人 http:/customer $appeals factorstep 3:factorweightstep 4:ibmofferingrating(1 -10)step 5:ibmofferingscore(factor weight multiplied by rating)step 4:bobofferingrating(1-10)step 5:bobofferingscore(factor weight multiplied by rating)$ priceassurancesperformancepackaginge

43、ase of useavailabilitylife cycle costsocial acceptancetotal ibmscore:total bobscore:step 6:final customer value differentiation ratio total ibm scoretotal bob score=ibm and bob offering rating scale values10 = absolute best possible 9 = clear leader 8 = one of top 2 7 = parity with top 3-5 6 = typic

44、al good for the market place 5 = acceptable to most 4 = not acceptable to 25-35% buyers 3 = unacceptable to most 2 = extremely high level of dissatisfaction 1 = totally inadequatemarket segment nameibm offering name / descriptionbob offering name / descriptionsteps 3 through 6 identify $appeals fact

45、or weights, define the customer view of ability of ibm and bob offerings to satisfy wants and needs and evaluate a final differentiation ratio成功经理人 http:/customer $appeals factorstep 1: customer wants and needs definitionsstep 2:indentify prioritybasic (b)attractor (a)satisfier (s)$ price1.cost of s

46、olution: less than $50k2.financing1. b2. aassurances1.builds on existing applications2.reliability (order gets to manufacturing)1. b2. aperformance1.end-to-end 2.base level functionality3. what it takes to get it up and running4.supports current processes5. choice of level of support1. a2. b3. s4. a

47、5. spackaging1.look and feel of the site1. sease of use1.easy to use2.intuitive3.easy update and management of site1. b2. s3. aavailability1. deal with a familiar partner (internet/application2.face-to-face,trustworthy partner,local / regional1. b2. blife cycle cost1.cost of staff (it)2.developing a

48、nd maintaining catalogs (savings)3.maintenance costs of training4.upgrade costs and costs of enhancements1. a2. b 3. a 4. bsocial acceptance1.business partner image2.independent consultants3.visible reference, peers, business affiliations4.trade journals, (in their trade)1. b2. a3. b4. smarket segme

49、nt namecustomer $appeals wants and needs definitionsworksheet example成功经理人 http:/customer $appeals factorstep 3:factorweight(factor weight total = 100)step 4:ibmofferingrating(1 -10)step 5:ibmofferingscore(factor weight multiplied by rating)step 4:bobofferingrating(1-10)step 5:bobofferingscore(facto

50、r weight multiplied by rating)$ price10550770assurances20480480performance15345690packaging5630315ease of use5315315availability156907105life cycle cost2081606120social acceptance10220440total ibmscore:490total bobscore:535step 6:final customer value differentiation ratio total ibm scoretotal bob score=market segment nameibm offering name / descriptionbob offering name / descriptionl