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

2. 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?

3. 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

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

5. Product

6. 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

7. 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

8. Agenda
Product
New product?
Existing product with new features?

9. 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

10. 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

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

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

13. Price

14. 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?

15. Price to Value

16. 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

17. 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

18. Place

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

20. 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

21. Promotion

22. 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