Ideal Standerd Present Ion

8/3/2019 Ideal Standerd Present Ion

1/25

Analytic Framework for Channel

Design and Implementation


2/25

What is ideal standard

Ideal Standard Egypt, is a subsidiary company of IdealStandard International, the leading provider of innovative,design driven bathroom solutions There are six Ideal Standardfactories in Egypt, with the first of these having been

established in 1986 to produce premium sanitary wareproducts.

. Since 2007, Ideal Standard International has been anindependent, privately-owned company with head-quarters inBrussels, Belgium. The company operates across Europe, the

Middle East and Africa, and has operation and sales offices inmore than 30 countries and more than 40 factoriesworldwide.


3/25

With bathroom solutions as its core business, IdealStandard provides bathroom furnishings, fixtures andshower enclosures for

residential commercial

institutional buildings

Its products are sold under its strong international

brands Ideal Standard it has 4 factories and 13showrooms it's the beast of 5 company incustomer service in Egypt


4/25

OUTLINE for channel design

DESIGN: Segmentation

DESIGN: Positioning

DESIGN: Targeting

DESIGN: Establish New or Refine Existing

IMPLEMENTATION: Identify Power Sources

IMPLEMENTATION: Identify Channel Conflicts IMPLEMENTATION: Goal of Channel Coordination


5/25

DESIGN: Segmentation Grouping end users in the market by

demands for service outputs help in

defining potential target market segments for

which to design specific marketing channel

solutions

Different end users have different demands

and the responding to those demands

Creates new business opportunities


6/25

> Defining the service output demands (SODs) by segments

Ideal standard

Channel System exist and remains viable through

time by performing duties that:

1-Bulk breaking

2-Reduce end user search(Spatial convenience)

3-Waiting time(delivery time)

4-proudct Varity

5-Custemer service

6-Information provision


7/25

Bulk breaking

1-In the past ideal standard used to deal with thehigh categories of consumer who was seeking forthe special editions now after using the bulk

breaking we decide to manufacture targeting theall level of consumers

2- in ideal standard we can sell pieces of theproduct without hanging with the bulk package

such as selling one piece of"brass fitting -kitchen" instead of selling the all bulk "hole lava -bath &shower"


8/25

2-Reduce end user search(Spatial convenience)

Ideal standard has 17 show rooms all over the

country plus they send samples of all products

to the distributors and retailers and also for

free


9/25

3-Waiting time(delivery time)

1- Ideal standard used to deal with the ordersfrom distributors and inform it to the factory bythe product matching with a very fast timeschedule which reverses on the customerSatisfaction

2-one of our best value is the fast action takingaccording to the customer phone call to our callcenter regarding the maintenance which appears

on once we receive the phone call our responsewill be at next day and the mission is becompleted within two hours maximum


10/25

4-proudct Varity

The product range covers all customers'

needs, and includes vitreous china-ware, brass

fittings, acrylic bathtubs, acrylic shower trays,

acrylic bathroom cabinets and acrylic

furniture.We provide the widest range of

choices in all categories to meet all tastes and

needs


11/25

5-Custemer service

Ideal standard is classified one of the best 5 companies in thecustomer services

One Number for Cairo and all Governorates 19696

Ideal Standard considered as the number one in after sales

service through out Egypt and the first in our field which hadstarted this service in Egypt.

We started with one customer service center in daher and weare now 14 customer service centers 2 in Cairo, 2 in Giza, 1 inAlexandria, Port Said, Mansoura, Hurghade, Sharm El Sheikh,Assiut & Luxor, Tanta and Marsa Alam. In addition , there areseasonal centers in Agami & Marina to serve all the northcoast during summer


12/25

Cont. customer service

Every single product comes with a certificate

of guarantee; which reflects the ultimate

confidence in our expertise; and the standards

we adopt as a multinational manufacturer.

The German quality assurance certificate TUV

and the French NF certificate proof the highly

technical standard we have achieved.


13/25

Advantage of customer service

:

a) Free inspection.

b) Free Hotline (19696).

c) Genuine replacement parts program.

d) Maintenance Staff in any place in Egypt.

e) Punctuality.

f) 14 centers all around Egypt.

g)Well Qualified trained maintenance staff.

h) Follow up with the customer after plumber visit.

i) Receiving phone calls 24 hour


14/25

6-Information provisionIdeal standard depends on the information

which is collected through the marketing team

and also from sales team


15/25

Segment's Relative Importance of Service OutputRange of ServiceOutputs Demanded

"Branded ProductsDelivered"

"LowPrice/Comparisons"

"Fast/EfficientPurchase Process"

Purchaseprocesseasytofind,select & buy

HIGH Moderate HIGH

Purchasesaredeliveredtohome

VERY HIGH Low HIGH

Informationonproduct

usage/needsplanning

Low HIGH HIGH

Fastandefficientbuyingprocess

HIGH Low VERY HIGH

Informationoncomparingandchoosing

Moderate VERY HIGH HIGH

Abilitytosee,touchandinspectproducts

Moderate Moderate HIGH

Absolutelowestprices Moderate VERY HIGH LowExperienceprovides

socialinteraction

Low VERY HIGH Low

Placesellsspecificbrandsdesired

VERY HIGH Moderate Moderate


16/25

SERVICE OUTPUT DEMAND:*

SEGMENT NAME/DESCRIPTOR

BULK BREAKING SPATIALCONVENIENCE

DELIVERY/WAITING TIME

ASSORTMENT/VARIETY

CUSTOMERSERVICE

INFORMATIONPROVISION

1.

2.

3.

4.

5.


17/25

Positioning

TOTAL BATHROOM SOLUTIONS

Our coordinated design collections, sanitaryware, taps and showering systems, bathing and

wellness, furniture and accessories have beenthoughtfully created to achieve a harmony offunction, form and aesthetics

WE STRIVE TOMAKE SURE THAT EVERYTHINGWE DO HAS A POSITIVE IMPACT ON THEENVIRONMENT, PEOPLES LIVES AND PERSONALSAFETY.


18/25

Positioning

We also aim to provide water and energy savinginnovations via our bathroom solutions,continuously finding ways in which we can helpconsumers save water.

SAFETY

We are also vigilant about peoples safety in allaspects of our business. This includes our workplaces which are noted for having worldclass safety standards; our products with featureslike our cool body technology which preventsthe taps from


19/25

Channel Power

Promise

is to agree with distributor to order a certain volume

Is to deal with the distributor that our product is

exclusive only for him

Threat

To agree with the distributor not to show

other competitors products at the same

section


20/25

Channel Power

Legalistic:

Ideal standard agree with the distributor not

to sale directly to the retailers or consumers Request:

Ideal standard agree with distributors to

choose and decide the place of showing theirproducts


21/25

Information exchange :

To agree with distributor that I should collectthe all information regarding the compotator

number of sales

Recommendation:

To agree with the distributor that the warehouse

should be fulfilled with my products in orderto prevent product shortage and to fill thecustomer needs


22/25

SOS &SOD GAPS

NO fleet of transport, but would rely on a resource

in the process of transport, including cause

problems In times of supply and the absence of

its survival in the supply system.

NO stores for all products but depends on the

orders of clients including not allowing the

supply of any product at any time depending onthe production plan and may not achieve

customer satisfaction


23/25

Company depend on information obtained from

the marketing team, sales, and therefore may

cause inaccuracies in the information

market Bear the expenses of the company's very

high in the management of customer service

while he is playing a bigger role than required, a

maintenance process, while it is possible toreduce the role in order to achieve customer

satisfaction and reduces the excess of expenses


24/25

Recommendation

1-the company should have warehouse and do

not depend on production by order

2-to give the chance to direct customer to buyour products with a condition of not less thanthe rate of the distributor

3-the company should own their product

transportation not to depend on secondparties


25/25

The company should change the customer

(service strategy .

Documents

Ideal Standerd Present Ion