Product journey Dell Case Studies Sponsor: Silvia Jelenikova In cooperation with:                  Internal Use - Confidential

Lukas Vlna Zuzana Zemanova Jan Jalc Marketing Operations Consultant Pricing Sr. Advisor Jan Jalc Marketing Sr. Advisor Questions: What is the most important input? Where would you start?

What will you learn The Product Journey New Product Introduction Choosing the right Road to Market Product Pricing Product Lifecycle Management Promotions Zalozena v roku 2003 ako call centrum pre nemecky trh Dnes - globalne business centrum Najvacsia pobocka vramci EMEA regionu (Europa, Blizky Vychod a Afrika) s takmer 2000 zamestnancami. Rozmanitost - 47% zien, 43 narodnosti a aktualne podporujeme 20 svetovych jazykov. Ocenenia, ako napriklad Family Friendly Employer, ci najlepsie centrum zdielanych sluzieb. Nasou snahou je starostlivost a rozvoj zamestanancov prostrednictvom rozmanitych programov ako RockStars alebo Busieness Academy. Best rated Shared Service Center and TOP 2 company on the Slovak market among the large size companies in 2013 (Hewitt) 3 times winner of “Family Friendly Employer” prize in 2006, 2008 and 2009 The Healthiest Company of the year 2011 and 2nd Healthiest Company of the year 2012

Agenda Product Price Place Promotion Key takeaways 1 2 3 4 5 Lukas – papiere zoradit – min 10?

Product

Customers Target Market & Uses Small office Home Office Small Business Medium Business & Preferred Accounts Distributed Offices of Large Organizations Najvacsie – Finance (600 zamestnancov) 2. A 3. najvacsie – GBO, Marketing

Customers Pain points Feedback? What does the customer want? Conversations? Surveys? What issues does he face? Zalozena v roku 2003 ako call centrum pre nemecky trh Dnes - globalne business centrum Najvacsia pobocka vramci EMEA regionu (Europa, Blizky Vychod a Afrika) s takmer 2000 zamestnancami. Rozmanitost - 47% zien, 43 narodnosti a aktualne podporujeme 20 svetovych jazykov. Ocenenia, ako napriklad Family Friendly Employer, ci najlepsie centrum zdielanych sluzieb. Nasou snahou je starostlivost a rozvoj zamestanancov prostrednictvom rozmanitych programov ako RockStars alebo Busieness Academy. Best rated Shared Service Center and TOP 2 company on the Slovak market among the large size companies in 2013 (Hewitt) 3 times winner of “Family Friendly Employer” prize in 2006, 2008 and 2009 The Healthiest Company of the year 2011 and 2nd Healthiest Company of the year 2012

Agenda Product New product? Existing product with new features?

Small Business Pain points Customers Small Business Pain points Performance (response time) Insufficient hardware capacity to support growth IT complexity Affordability of new systems Dell-commissioned study by Penn Schoen & Berland Associates LLC, conducted Feb-Mar 2015 Zalozena v roku 2003 ako call centrum pre nemecky trh Dnes - globalne business centrum Najvacsia pobocka vramci EMEA regionu (Europa, Blizky Vychod a Afrika) s takmer 2000 zamestnancami. Rozmanitost - 47% zien, 43 narodnosti a aktualne podporujeme 20 svetovych jazykov. Ocenenia, ako napriklad Family Friendly Employer, ci najlepsie centrum zdielanych sluzieb. Nasou snahou je starostlivost a rozvoj zamestanancov prostrednictvom rozmanitych programov ako RockStars alebo Busieness Academy. Best rated Shared Service Center and TOP 2 company on the Slovak market among the large size companies in 2013 (Hewitt) 3 times winner of “Family Friendly Employer” prize in 2006, 2008 and 2009 The Healthiest Company of the year 2011 and 2nd Healthiest Company of the year 2012

Combatting Pain points Customers Combatting Pain points Top customer needs: Low acquisition cost, performance/$, Easy & diverse deployment environments Performance (response time)  DDR4 memory, PERC9, PCIe Gen 3.0 Insufficient hardware capacity to support growth  greater storage capacity IT complexity –> IDRAC 8 Affordability of new systems  Increased Performance/ $ Zalozena v roku 2003 ako call centrum pre nemecky trh Dnes - globalne business centrum Najvacsia pobocka vramci EMEA regionu (Europa, Blizky Vychod a Afrika) s takmer 2000 zamestnancami. Rozmanitost - 47% zien, 43 narodnosti a aktualne podporujeme 20 svetovych jazykov. Ocenenia, ako napriklad Family Friendly Employer, ci najlepsie centrum zdielanych sluzieb. Nasou snahou je starostlivost a rozvoj zamestanancov prostrednictvom rozmanitych programov ako RockStars alebo Busieness Academy. Best rated Shared Service Center and TOP 2 company on the Slovak market among the large size companies in 2013 (Hewitt) 3 times winner of “Family Friendly Employer” prize in 2006, 2008 and 2009 The Healthiest Company of the year 2011 and 2nd Healthiest Company of the year 2012

Competitive Landscape Where is the market heading? What is the competition doing? Najvacsie – Finance (600 zamestnancov) 2. A 3. najvacsie – GBO, Marketing

Product Components embargo? Tools readiness? Factory readiness? Sales readiness? Marketing communication?

Price

Transition Management Customer’s Expectations Pricing Baseline Transition Management Competition Costs Tech Specs. Go To Market strategy Customer’s Expectations Price Questions: What is the most important input? Where would you start?

Price to Value

Price to Value Process Competition Customer Product Portfolio Value Adjust Customer – product purpose/usage, targeted market, expectation Product – tech specs Competition – market behavior, prices, discounting Our portfolio – intralines/interlines Analyze the added value, possible disadvantages (technical, services, design, reputation, customer expectations) Value – quantify the product, all features and differences Adjust (financials, cost, market strategy, transition management, competitive) Final price – targets definition (using inter/intralines, WAPP), set the list price (bottom up from street through discounting), set the discount matrix), price all components in catalog

Pricing Process in the Product Lifecycle Price Targets WAPP List price Discounting Pricing Functions Finance – price approvers bid support/deals merchandising Price Proposal Ad-Hoc – flexible fast reaction Quarterly Analysis Results, growth, margins, market, competitive behavior Feedback – sales, partners Currency situation Product Transition

Place

Routes to market Criteria / Conditions Customer Direct Channel Distribution Criteria / Conditions Various types of partners Premier Preferred Registered Online/offline (premier page)

Direct vs. Channel Direct Channel Direct relationship with customer Single point of contact Customized product Edge Technology Higher price Direct Channel Tailored Solutions Specific Customer requirements Built for Customer - longer delivery times Direct customer input – Feedback Higher costs Pre-design Solutions Limit configurations availability In-stock solutions – short lead time No direct Customer Contact OPEX and Headcount Reduction Multi-Level Customer Relationship Multi Tec support contacts Better Customer Span Standardized Product Lower Cost

Promotion

Smart value Talk to Partners, Sales Look at market today & market trends Promotions & sell out support on selected offers Pre-configured Offers Pre-configured top selling enterprise products Competitive Pricing What is smart value, how to get there … next slide why smart value offer I should choose as a customer … Ked vyvijame ponuku robime: 1, data analysis - market 2, look at trends - market trends 3, talk to partners Konkretna ponuka sa vola – smart value Ako ju vieme zatraktivnit? – na to robime proma