IBM产品差异化模型（$appeals）(英文版).pptx

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1、IBM产品(chnpn)差异化模型（$appeals）(英文版)第一页，共20页。$APPEALSCustomer $APPEALS Process ObjectivesTo establish a common framework for understanding customer and competitive priorities that will drive product development.This process will enable us to define Winning Products that delight our customers and increas

2、e our market share. 第二页，共20页。$APPEALSCustomer $APPEALS is a business process that focuses on the customers competitive buying decisionsWar r ant e ePerformancePackagingEase of UseAvailabilityLife CycleSocial Acceptance$ PriceAssurancesValueValue第三页，共20页。$APPEALSCustomer $APPEALS is an acronym that d

3、escribes the eight basic criteria in the customers competitive buying decisions$PriceAvailabilityPackagingPerformanceEase of useAssurancesLife cycle costsSocial influencesPerformancePackagingEase of UseAvailabilityLife CycleSocial Acceptance$ PriceAssurancesPerformancePackagingEase of UseAvailabilit

4、yLife CycleSocial Acceptance$ PriceAssurances第四页，共20页。What functionality & performance characteristics are wanted?Ease of UseWhat constitutes ease of use, installation, administration, etc. ?AvailabilitySocial acceptanceWhat image will facilitate a purchase decision and how do customers acquire this

5、 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: .030Social acceptancewt: .053Customer $APPEALSProvided by the whole produ

6、ct/ serviceAssurances$ PriceWhat lifecycle cost considerations influence the purchase decision?PackagingVisual evaluation / BundlingCustomers complete buying experience - including the channels through which they buyCustomer $APPEALS categories are examined from a customer perspective第五页，共20页。Custom

7、er $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 that the customer is receiving for the price paid. This would

8、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 quality. When rating vendors against these criteria, consider h

9、ow 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 the desired functions and features of the offering. When rat

10、ing 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 features? Does it offer superior performance, as measured by the

11、 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 the offering and providing its functionality (bundling). When

12、 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, texture, color, graphics, industrial design , etc.EASE OF USE

13、This 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 inputs/outputs, interfaces, intuitiveness, etc.AVAILABILIT

14、YThis 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 buying experience , including presales technical support and d

15、emonstrations, 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 installation costs, training, service, supplies, energy ef

16、ficiency, 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 word-of-mouth, third party expert opinions, consultant reports

17、 or opinions, image, government or industry standards, regulations, social approval, legal concerns, product liability, etc.Each Customer $APPEALS Factor must be considered from the perspective of customers in a market segment第六页，共20页。$APPEALSDetermine Who The Customers Are Integrator, Distributor I

18、SV, VAR, IRSales, SupportEnd UserRetrace the End Users buying decision to determine all who influence the offering attributesIn many cases it may be all three 第七页，共20页。$APPEALSConducting Interviews:Individual vs GroupsInterviewing individual customers in the preferred method of gatheringthe voice of

19、 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- preferred approach- conduct at customer site-

20、 allows you visual input in addition to VOC 第八页，共20页。$APPEALSThe eight Customer $APPEALS model categories are expanded into factors for each category TechnologyMaterialsProductionLabor CostsOverheadsInventoryScrapetc.Price Comparison$ PriceRASWarrantyReliabilityQualitySafetyStabilityIntegrityetc.Fea

21、rs & ResponseAssuranceSpeedFunctionSpecificationCapacityAccuracyVersatilityProductivityetc.Specs ComparisonPerformanceDesignSales interfaceLayoutSizeStylingColorTextureetc.Visual EvaluationPackagingInstallationUsabilityUpgradeGraphicsDisplaysErgonomicsDocumentationetc.Sensory ComparisonEase-of-UseMa

22、rketingSalesDistributionChannelsLead TimesAdvertisingOrderingetc.Buying ExperienceAvailabilityLifetimeUp/DowntimeWearServiceBackupsEnergyOperating Costetc.True Cost ComparisonLife-Cycle-CostsConsultantsGroupsEnviron. ImpactLegal ConcernsSafetySecurityLiabilityetc.Influence of OthersSocial SanctionsP

23、erformancePackagingEase of UseAvailabilityLife CycleSocial Acceptance$ PriceAssurancesPerformancePackagingEase of UseAvailabilityLife CycleSocial Acceptance$ PriceAssurances第九页，共20页。$APPEALSValidate Customer Buying Criteria:Calibratethe Axes with Key Criteria and Relative Value to the CustomerDescri

24、be Key CriteriaValueDescribe Key CriteriaValueDescribe Key CriteriaValueDescribe Key CriteriaValueDescribe Key CriteriaValueDescribe Key CriteriaValueDescribe Key CriteriaValueDescribe Key CriteriaValuePerformancePackagingEase of UseAvailabilityLife CycleSocial Acceptance$ PriceAssurances第十页，共20页。$A

25、PPEALSRate 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 most 4 = Not acce

26、ptable to 25-35% buyers 3 = Unacceptable to most 2 = Extremely high level of dissatisfaction 1 = Totally inadequateCompetitor XPerformancePackagingEase of UseAvailabilityLife CycleSocial Acceptance$ PriceAssurances第十一页，共20页。PerformancePackagingEase of UseAvailabilityLife CycleSocial Acceptance$ Pric

27、eAssurancesDescribe Key CriteriaValueDescribe Key CriteriaValueDescribe Key CriteriaValueDescribe Key CriteriaValueDescribe Key CriteriaValueDescribe Key CriteriaValueDescribe Key CriteriaValueDescribe Key CriteriaValueCompetitive Analysis - Target CompetitorsMarket Segment :IBM Offering :Competitor

28、 : 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 inadequ

29、ate 第十二页，共20页。第十三页，共20页。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 prim

30、ary steps involved 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 requiremen

31、ts 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 the market segment will not consider the offeringSATISFIER REQUIREMENT - this is a category beyond BASIC that can provide differentiation and additional val

32、ue to the customer 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

33、 customers.NOTE! 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

34、 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 Customer Value Differentiation factor value by dividing the overall IBM value by the overall BOB competitor valueSeveral steps are followed in evaluating Cust

35、omer Value Differentiation using the $APPEALS framework第十四页，共20页。Customer $APPEALS FactorSTEP 1: Customer Wants and Needs DefinitionsSTEP 2:Indentify PriorityBasic (B), Satisfier (S), Attractor (A),$ PRICE1.2.31.2.3ASSURANCES1.2.3.1.2.3PERFORMANCE1.2.3.1.2.3PACKAGING1.2.3.1.2.3EASE OF USE1.2.3.1.2.3

36、AVAILABILITY1.2.3.1.2.3LIFE CYCLE COST1.2.3.1.2.3SOCIAL ACCEPTANCE1.2.3.1.2.3Market Segment NameSteps 1 and 2 identify from the perspective of customers in a market segment how they define the $APPEALS factors第十五页，共20页。$Cost, PriceAvailabilityPackagingPerformanceAs influenced byDesignProducabilityTe

37、chnologyMaterialsProductionSuppliersFabricationComponentsLabor CostOverheadsFacilitiesProviding what customers want, when, where and how they want it:MarketingSalesChannelsDistributionLead timesAdvertisingConfigurationOptionsPricingCustomizationPhysical form, geometry, what the customer sees:Styling

38、Size, quantityGeometric designModularityArchitectureSurfacesMechanismsIdentityGraphicsInside, outsideHow well the product performs its intended function:FunctionAppealSpecificationsPowerSpeedCapacityFlexibilityMulti-functionsCapacitySizeEase of UseAssurancesLife-cycle CostsSocial AcceptanceConsider

39、all users, buyers, operators, distributors:User friendlinessControlsDisplaysErgonomicsTrainingDocumentationHelp systemsHuman factorsInterfacesOperationAssured performance under foreseeable conditions:ReliabilityQualitySafetyMargin of errorIntegrityStrengthFlexibilityDynamicsLoadsRedundancyLifetime c

40、osts as a function of:LifetimeUptime / DowntimeSafetyLiabilityMaintainabilityServiceBack-upsMigration pathStandardizationInfrastructureOperating costsInstallation costsEffect of buying influences other then the user:Indirect influencesConsultantsPurchasing agentsStandards groupsGovernmentSocial appr

41、ovalLegal concernsPoliticsShareholdersManagementWorkers, workplaceEach Customer $APPEALS Factor must be considered from the perspective of customers in a market segment第十六页，共20页。Customer $APPEALS FactorSTEP 3:FactorWeightSTEP 4:IBMOfferingRating(1 -10)STEP 5:IBMOfferingScore(Factor Weight multiplied

42、 by Rating)STEP 4:BOBOfferingRating(1-10)STEP 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 SCO

43、RE=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 = 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 = T

44、otally inadequateMarket Segment NameIBM Offering 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 ratio第十七页，共20页。Customer $

45、APPEALS FactorSTEP 1: Customer Wants and Needs DefinitionsSTEP 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.Ba

46、se Level functionality3. What it takes to get it up 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 p

47、artner (Internet/Application2.Face-to-face,Trustworthy 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 image

48、2.Independent consultants3.Visible reference, Peers, business affiliations4.Trade journals, (in their trade)1. B2. A3. B4. SMarket Segment NameCustomer $APPEALS Wants and Needs DefinitionsWorksheet Example第十八页，共20页。Customer $APPEALS FactorSTEP 3:FactorWeight(Factor Weight total = 100)STEP 4:IBMOffer

49、ingRating(1 -10)STEP 5:IBMOfferingScore(Factor Weight multiplied by Rating)STEP 4:BOBOfferingRating(1-10)STEP 5:BOBOfferingScore(Factor Weight multiplied by Rating)$ PRICE10550770ASSURANCES20480480PERFORMANCE15345690PACKAGING5630315EASE OF USE5315315AVAILABILITY156907105LIFE CYCLE COST2081606120SOCI

50、AL ACCEPTANCE10220440TOTAL IBMSCORE:490TOTAL BOBSCORE:535STEP 6:Final Customer Value Differentiation Ratio TOTAL IBM SCORETOTAL BOB SCORE=Market Segment NameIBM Offering Name / DescriptionBOB Offering Name / DescriptionLarge CIO IBM OfferingCompetitor OfferingStep 3, 4, 5, and 6: Customer Value Diff