IBM的产品差异化模型

1、$APPEALS$APPEALS ProcessOverviewNovember 1999PerformancePackagingEase of UseAvailabilityLife CycleSocial Acceptance$ PriceAssurances$APPEALSCustomer $APPEALS Process ObjectivesTo establish a common framework for understanding customer and competitive priorities that will drive product development.Th

2、is process will enable us to define Winning Products that delight our customers and increase our market share. $APPEALSCustomer $APPEALS is a business process that focuses on the customers competitive buying decisionsWar r ant e ePerformancePackagingEase of UseAvailabilityLife CycleSocial Acceptance

3、$ PriceAssurancesValueValue$APPEALSCustomer $APPEALS is an acronym that describes the eight basic criteria in the customers competitive buying decisions$PriceAvailabilityPackagingPerformanceEase of useAssurancesLife cycle costsSocial influencesPerformancePackagingEase of UseAvailabilityLife CycleSoc

4、ial Acceptance$ PriceAssurancesPerformancePackagingEase of UseAvailabilityLife CycleSocial Acceptance$ PriceAssurancesWhat functionality & performance characteristics are wanted?Ease of UseWhat constitutes ease of use, installation, administration, etc. ?AvailabilitySocial acceptanceWhat image w

5、ill 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: .252Ease of Usewt: .079Assuranceswt: .289Life Cycle Costswt: .030S

6、ocial acceptancewt: .053Customer $APPEALSProvided by the whole product/ serviceAssurances$ PriceWhat lifecycle cost considerations influence the purchase decision?PackagingVisual evaluation / BundlingCustomers complete buying experience - including the channels through which they buyCustomer $APPEAL

7、S categories are examined from a customer perspectiveCustomer $APPEALS FactorCustomer $APPEALS Factor Description$ PRICEThis factor represents the price customers expect to pay for a satisfactory product/offering. When rating vendors against this criterion, consider the actual or perceived value tha

8、t 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 factor generally represents the assurances of reliability, safety, and qual

9、ity. 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, certifications, redundancy, strength.PERFORMANCEThis factor represents t

10、he 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 product do its job. Does the product have all the required and desirable featu

11、res? 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 a software context, it represents the collection of items comprising th

12、e 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. Packaging considerations should include style, modularity, integration, te

13、xture, 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 comfort, learning, documentation, support, ergonomics, displays, sensory

14、 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 against these criteria, consider the degree of excellence in the entire buy

15、ing 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 over the life cycle of use. When rating vendors on this factor, consider

16、 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 factor, consider how favorable purchase decisions are influenced through wor

17、d-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 $APPEALS Factor must be considered from the perspective of customers in a market segment$APPEALSDetermi

18、ne 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 $APPEALSConducting Interviews:Individual vs GroupsInterviewing individual customers in the

19、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 issues in the market segmentConduct individual interviews to understandspecific customer needs- pref

20、erred approach- conduct at customer site- allows you visual input in addition to VOC $APPEALSThe eight Customer $APPEALS model categories are expanded into factors for each category TechnologyMaterialsProductionLabor CostsOverheadsInventoryScrapetc.Price Comparison$ PriceRASWarrantyReliabilityQualit

21、ySafetyStabilityIntegrityetc.Fears & ResponseAssuranceSpeedFunctionSpecificationCapacityAccuracyVersatilityProductivityetc.Specs ComparisonPerformanceDesignSales interfaceLayoutSizeStylingColorTextureetc.Visual EvaluationPackagingInstallationUsabilityUpgradeGraphicsDisplaysErgonomicsDocumentatio

22、netc.Sensory ComparisonEase-of-UseMarketingSalesDistributionChannelsLead TimesAdvertisingOrderingetc.Buying ExperienceAvailabilityLifetimeUp/DowntimeWearServiceBackupsEnergyOperating Costetc.True Cost ComparisonLife-Cycle-CostsConsultantsGroupsEnviron. ImpactLegal ConcernsSafetySecurityLiabilityetc.

23、Influence of OthersSocial SanctionsPerformancePackagingEase of UseAvailabilityLife CycleSocial Acceptance$ PriceAssurancesPerformancePackagingEase of UseAvailabilityLife CycleSocial Acceptance$ PriceAssurances$APPEALSValidate Customer Buying Criteria:Calibratethe Axes with Key Criteria and Relative

24、Value to the CustomerDescribe Key CriteriaValueDescribe Key CriteriaValueDescribe Key CriteriaValueDescribe Key CriteriaValueDescribe Key CriteriaValueDescribe Key CriteriaValueDescribe Key CriteriaValueDescribe Key CriteriaValuePerformancePackagingEase of UseAvailabilityLife CycleSocial Acceptance$

25、 PriceAssurances$APPEALSRate your offering(s) against one to three key competitorsPerform gap analysis against targeted competition in all theeight categories.10 = Absolute 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

26、 most 4 = Not acceptable to 25-35% buyers 3 = Unacceptable to most 2 = Extremely high level of dissatisfaction 1 = Totally inadequateCompetitor XPerformancePackagingEase of UseAvailabilityLife CycleSocial Acceptance$ PriceAssurancesPerformancePackagingEase of UseAvailabilityLife CycleSocial Acceptan

27、ce$ PriceAssurancesDescribe Key CriteriaValueDescribe Key CriteriaValueDescribe Key CriteriaValueDescribe Key CriteriaValueDescribe Key CriteriaValueDescribe Key CriteriaValueDescribe Key CriteriaValueDescribe Key CriteriaValueCompetitive Analysis - Target CompetitorsMarket Segment :IBM Offering :Co

28、mpetitor : Competitive Analysis Scale10 = Absolute Best Possible 5 = Acceptable to most 9 = Clear leader 4 = Not acceptable to 25-35% buyers 8 = One of top 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

29、 inadequate The Value Differentiation assessment is based on the Customer $APPEALS framework for determining key customer buying criteria and offering performance against those criteria. The Value Differentiation assessment is performed for each targeted Market Segment.There are six primary steps in

30、volved in performing the Customer Value Differentiation analysis:Step 1: Define key customer requirements in each of the eight $APPEALS categoriesNOTE! These definitions should be based on direct customer research if possibleStep 2: Identify and prioritize the list of customer requirements defined i

31、n Step 1 into three categories: BASIC REQUIREMENT - this is a kickout category, i.e. if the requirement is not met, the customer in the market segment will not consider the offeringSATISFIER REQUIREMENT - this is a category beyond BASIC that can provide differentiation and additional value to the cu

32、stomer in the market segmentATTRACTOR REQUIREMENT - ATTRACTOR requirements provide the customer with unique or additional benefits and 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.N

33、OTE! These assignments should based on direct customer research if possibleStep 4: Rate IBM and Best-of-Breed(BOB) competitor offerings 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

34、categories to obtain a single overall value for IBM and a single overall value for the BOB competitor.Step 6: Calculate the final Customer Value Differentiation factor value by dividing the overall IBM value by the overall BOB competitor valueSeveral steps are followed in evaluating Customer Value D

35、ifferentiation using the $APPEALS frameworkCustomer $APPEALS FactorSTEP 1: Customer Wants and Needs DefinitionsSTEP 2:Indentify PriorityBasic (B), Satisfier (S), Attractor (A),$ PRICE.3ASSURANCES.2.3PERFORMANCE.2.3PACKAGING.2.3EASE OF USE.2.3AVAILABILITY.2.

36、3LIFE CYCLE COST.2.3SOCIAL ACCEPTANCE.2.3Market Segment NameSteps 1 and 2 identify from the perspective of customers in a market segment how they define the $APPEALS factors$Cost, PriceAvailabilityPackagingPerformanceAs influenced byDesignProducabilityTechnologyMaterialsProductionSuppl

37、iersFabricationComponentsLabor CostOverheadsFacilitiesProviding what customers want, when, where and how they want it:MarketingSalesChannelsDistributionLead timesAdvertisingConfigurationOptionsPricingCustomizationPhysical form, geometry, what the customer sees:StylingSize, quantityGeometric designMo

38、dularityArchitectureSurfacesMechanismsIdentityGraphicsInside, outsideHow well the product performs its intended function:FunctionAppealSpecificationsPowerSpeedCapacityFlexibilityMulti-functionsCapacitySizeEase of UseAssurancesLife-cycle CostsSocial AcceptanceConsider all users, buyers, operators, di

39、stributors:User friendlinessControlsDisplaysErgonomicsTrainingDocumentationHelp systemsHuman factorsInterfacesOperationAssured performance under foreseeable conditions:ReliabilityQualitySafetyMargin of errorIntegrityStrengthFlexibilityDynamicsLoadsRedundancyLifetime costs as a function of:LifetimeUp

40、time / DowntimeSafetyLiabilityMaintainabilityServiceBack-upsMigration pathStandardizationInfrastructureOperating costsInstallation costsEffect of buying influences other then the user:Indirect influencesConsultantsPurchasing agentsStandards groupsGovernmentSocial approvalLegal concernsPoliticsShareh

41、oldersManagementWorkers, workplaceEach Customer $APPEALS Factor must be considered from the perspective of customers in a market segmentCustomer $APPEALS FactorSTEP 3:FactorWeightSTEP 4:IBMOfferingRating(1 -10)STEP 5:IBMOfferingScore(Factor Weight multiplied by Rating)STEP 4:BOBOfferingRating(1-10)S

42、TEP 5:BOBOfferingScore(Factor Weight multiplied by Rating)$ PRICEASSURANCESPERFORMANCEPACKAGINGEASE 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 VALUE

43、S10 = Absolute 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 inadequateMarket Segment NameIBM Of

44、fering Name / DescriptionBOB Offering Name / DescriptionSteps 3 through 6 identify $APPEALS factor weights, define the customer view of ability of IBM and BOB offerings to satisfy wants and needs and evaluate a final differentiation ratioCustomer $APPEALS FactorSTEP 1: Customer Wants and Needs Defin

45、itionsSTEP 2:Indentify PriorityBasic (B)Attractor (A)Satisfier (S)$ PRICE1.Cost of Solution: 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

46、and running4.Supports current processes5. Choice of level of support1. A2. B3. S4. A5. 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,Trustwort

47、hy Partner,Local / Regional1. B2. BLIFE CYCLE COST1.Cost of staff (IT)2.Developing and 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,

48、 business affiliations4.Trade journals, (in their trade)1. B2. A3. B4. SMarket Segment NameCustomer $APPEALS Wants and Needs DefinitionsWorksheet ExampleCustomer $APPEALS FactorSTEP 3:FactorWeight(Factor Weight total = 100)STEP 4:IBMOfferingRating(1 -10)STEP 5:IBMOfferingScore(Factor Weight multipli

49、ed by Rating)STEP 4:BOBOfferingRating(1-10)STEP 5:BOBOfferingScore(Factor 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 /