Getting_the_price_right_AutoTalk_Sep_2014_fin.pdf

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1、AutomotiveGETTINGTHEPRICERIGHT-GLOBALLYLAUNCHINGTHENEWPREMIUMS60MODEL-ANDANEWBRANDIMAGEAsanyautomanufacturerwilltellyou,gettingbeforemarketlaunchsawthenewmodelreceivethepricerightfortheirmodelsineachmarketisextraordinarypraisefromhighnumbersofthetargetvitaltoachievingthatall-importantmarketsharemar

2、ketinUS,GermanyandChina.Anunexpectedlywiththetargetaudience.Butit’sachallenginghighnumberofdriversalsoconsideredthetestedpartofanyglobalsalesstrategy.Gettingthepricepricestobeentirelyappropriate.rightisevenmoreimportantwhenintroducingatransformedbrandtomarket.Volvosuccessfullymetthatchallengewhenla

3、unchingthenewpremiumS60model–andanewbrandimage-inADVANCEDRESEARCHTECHNIQUESChina,theUSandGermany.ThelaunchoftheS60in2009wascrucialfortheSwedishcarmanufacturer’simagetransformation,astrategydirectedatreachingnewtargetgroupsintheyoungerpremiumsegment.Todothis,thebrandhadtomoveawayfromitsrationallyori

4、entedbrandtoanemotionalone.Thisheraldedtheendoftheboxy,angularVolvodesigntoamoreelegantPURCHASEPROBABILITYandstylishone.Allthishadtobeachievedwithoutlosingtheessentialbrandfeaturesoffunctionality,spaceandsafety.PRICEGetclosetothetargetmarkettogetpricesrightUsingourcustomizedapproachtoConjointAnalys

5、isadaptedforThestrategywassuccessful.InGfK’scarclinics,theautomotivemarket,weevaluatetherelationshipbetweenpriceacceptancesurveyscarriedout24tosixmonthspointandsalesvolume.THEBALANCEOFFINDINGTHERIGHTPRICEManufacturerswillknowthatfindingtherightpriceTheS60wasexpensive–anditlooksit.Hanwouldn’tpointis

6、arealchallenge:ithastobalancewhathaveboughtitotherwiseisacceptableandpalatableineachmarketwithHan,HaidianDistrict,Beijing,China:Hanissatinrushcustomers,withneedforapricepointthatreflectshourtrafficinhisnewFlamencoRedMetallicRedS60.andsupportseachmarquesbrandpositioning,andHan’sjobasMDofat-shirtbusi

7、nessmeansheneedsofcoursecruciallydeliverstheall-importantprofittobemobile–despitethecity’snotoriousbusyandmargin.GfKusesacombinationofconjointanalysisaccident-pronetraffic–andtheyoungentrepreneuranddetailed